Off-page optimization is all the stuff that goes on beyond your website for the benefit of the business (and the website). While on-page SEO is about things like site speed and structure, off-page optimization includes stuff like link building, local SEO, generating traffic behind the scenes. Even writing a guest post for another website or engaging with your audience on social media is considered off-page optimization and it is all necessary. Site owners are often bombarded with information and overloaded with strategy tactics. They are concentrating on revenues and on-page SEO because it is in their face all the time. Most business owners do engage in some off-page SEO, whether they know it or not. However, the key is to do it consciously and constructively. This way it becomes an organized, concerted effort with measurable results. Effectively, you end up with a campaign you can tweak instead of wasted trial and error efforts. Here are some simple off-page optimization tactics that will help you run a robust campaign with measurable results.
Links from authoritative pages in the industry count like votes in the eyes of the search engines. They help to determine how relevant your page is or isn’t to the search term. Of course, there are other factors to consider, but this article is focusing only on off-page SEO factors. The number of “votes” a page has is one of the key factors Google uses to decide where that page ranks “among its peers” for a query. One of the most popular ways to garner the type of links needed for off-page optimization is broken link building. It can be a little daunting at first, but it’s not that complex. The easiest way to do this is by Googling your keyword or keyword phrase and looking for resource pages. These are listed pages which site owners think may be helpful for their audience. Look through the resource link until you find a broken one for which your page would make a good replacement. Then you reach out to the site owner with a carefully worded email. Not only are you alerting them to a problem that could negatively impact their SEO, but you are offering them a quick and easy solution that will help you too.
Post Sharable Company Content On Social Media
Social media is powerful, and people love sharing content. Whether it be a video, an infographic or a valuable static image with a short post, make sure that it is highly shareable content. Research and engage with your audience regularly on social media, so you know what type of material is most well-received. Then focus on creating excellent, high-quality shareable content that references your website in some way. If it is valuable, relative content then your audience will share it. Its okay to ask them to share, many times they will oblige. How many times have you researched something on the internet and gotten results from a social media platform? Plenty, right? There is a reason for this, so you may as well use it to your advantage. Social media is a powerful way to change how people perceive your brand, and it can be a reliable reference in the eyes of the search engines. Leveraging the influence of social media is a great way to spread sharable links to your website as well. You’ll also want to concentrate your social media efforts on your local SEO because that is also a form of off-page optimization and it drives local traffic to your business.
For off-page optimization, focus on keeping it simple. Don’t overwhelm yourself with this monstrosity of a plan, with link-wheels, funnels, second- and third-tier links, and so on. Instead, focus on these simple tactics for off-page optimization, and you’ll see an improvement in your SERP rankings.