10 Off-Page SEO Strategies to Build Your Online Reputation in 2020
Did you know that people conduct more than 3.5 billion searches every day on Google alone?
If you are looking to raise your brand awareness and drive organic traffic to your website, effective SEO strategies are a must. Therefore, ending up on the front page of Google can be the difference between a business that is flourishing and one that’s bankrupt.
But what does SEO even mean?
You may already know that it stands for Search Engine Optimization, but what exactly do you need to optimize?
Is it the website design? The writing? Or link building strategies?
It’s all that and much more.
Most marketers consider all SEO activities to fall under one umbrella. However, there are two distinct branches that need to be addressed – off-page and on-page SEO.
How on-page is different from off-page?
On-page SEO consists of factors related to a website that you can control and directly manipulate. The most basic tactics that are used for on-page SEO are using keywords in your content, optimizing meta descriptions, HTML code, alt tags, and title tags. Apart from this, it’s also important to consider things like content quality, page performance, and content structure.
Off-page SEO refers to the factors that occur outside your website that can indirectly be influenced. On a strategic level, off-page SEO activities are more difficult and tedious, so we will cover that in this blog.
What is Off-page SEO?
As mentioned earlier, off-page SEO refers to all the activities that take place away from your website. These activities can help increase the ranking of a page with search engines. In simple words, off-page SEO tells Google what others think about your website.
Importance of Off-page SEO Activities
Google takes many off-page factors into consideration when deciding where to rank a webpage. A vast majority of people start their searches on Google. Combine that with the fact that the first five results on Google get 67.6% of all clicks, and you will understand why off-page SEO is important.
It’s no surprise that traffic is extremely powerful for a business. And organic traffic generally has a lot of specific and high intent traffic, which can lead to better quality leads. Therefore, ranking high on Google is of paramount importance.
What are the off-page ranking factors?
The most common off-page ranking factors are – Link Building, Social Media, and Social Bookmarking. Therefore, it’s essential that you have well-placed techniques and strategies related to off-page optimization in place.
Consequential Off-Page SEO Strategies to Rank Higher on Google
1. Link Building Is Still King
Link building is the practice of building one-way hyperlinks, also known as backlinks, to a website. However, quality is more important than quantity. Why? Because when someone links to another website, they are effectively saying it is a good resource. It is widely accepted that when all ranking factors are equal, the volume and quality of backlinks make the difference between rankings.
Before developing quality link building strategies, there are four attributes you must understand:
- Do follow – Dofollow is a link that tells the search engines to crawl them and count them as contributions for quality link building.
- No follow – Nofollow links are links with a rel=”nofollow’ HTML tag. This tells a search engine not to associate a website with that link.
- Sponsored Links – the rel= ”sponsored’’ is a new type of designation Google released on September 10th. They are paid adverts in the form of hypertext that shows up on the results page.
- UGC Links – Rel = “ugc” is another new designation Google released on September 10th. UGC is short for “user-generated content” such as links in blog comments, forums, etc.
2. Establish Your Expertise
Building thought leadership in the online sphere comes with many benefits. It can improve your SEO, create brand recognition, and bring repeat traffic. Moreover, visitors will likely stay on your website for much longer. This will allow you to push them to different web pages through internal links. Why is that important? It will increase the interaction metric and contribute to SEO success.
But there are more benefits of establishing your expertise in the industry:
- Higher indexing and crawling rates for your website
- Attract quality website traffic
- Increased leads for your business
- Higher CTR based on brand recognition
- Building visibility online
- Increasing rankings on search engines
- Improving website conversions
Here is how you can establish your thought leadership:
- Stick to your area of expertise.
- Speak at industry conferences
- Get published on websites like Forbes, Entrepreneurship, Business To Community, Addicted To Success, as often as possible
3. Public Relations Is Now Digital
Digital PR is a tactic that brands use to increase their online presence by gaining press hits, citations, and high-quality backlinks. When done right, it can increase your website’s reach and visibility by driving referral traffic. It also proves to search engines that your website is legitimate, relevant, and active. Thus, resulting in much higher trust scores and higher rankings.
Here are a few methods of digital PR that can impact your SEO:
- Blogger Outreach
- Online Press Releases
- Social Media Marketing
- Online Reputation Management
- PR Tools like HARO (Help A Reporter Out), PR News Wire, Business Wire, etc
4. Make The Internet Talk About You – Brand Mentions
In simple terms, a brand mention is when someone talks about you or your product online. Since Google Panda became a core ranking factor, brand mentions or implied links became important for SEO and rankings.
Here are a few different ways to build mentions:
- Guest blogging
- Social campaigns
- Providing strong Customer Service
5. Get Your Video Production Game On
Over the years, videos have proven their ability to increase online visibility, website traffic, and website ranking. Videos result in 50x more likely to achieve Organic Ranking than Plain Text Results.
Videos reduce bounce rates, increase click-through rates, improve backlink profile, among others.
Therefore, investing time and money in video production can result in some amazing results for both your SEO and marketing purposes.
6. Breath New Life Into Old Content
Content repurposing lets you use old content and gain value from those blogs and posts. When you choose to repurpose, you already have a headstart on the creation process. There are various benefits of repurposing your content as well. It allows you to have more high-quality content which will lead to a greater online presence.
Let’s take a look at how you can repurpose your content:
- Turn webinars into video tutorials
- Turn old blog posts into comprehensive guides
- Turn internal data into case studies
- Turn PowerPoint presentation into a slide deck
- Turn visual content into a Pinterest board
- Turn quora q&as into a blog post
- Turn slideshow into an infographic
- Turn blog posts into tips newsletter
- Turn blog posts into a podcasts
7. Don’t Shy Away From Reviews
All businesses should give online reviews the importance it deserves. Why? Because on average, consumers read 10 online reviews before they choose to trust a local business. Reviews can provide customers with insights and influence them to trust you. More importantly, however, reviews can affect search engine rankings. Reviews tell Google that a website or business has the authority and is trustworthy.
How can you encourage reviews?
- Create spaces to leave reviews
- Create incentives
- Ask at the right time
- Reply to every review – even the negative ones.
- Share positive reviews with your audience.
8. Leverage Local Business Listings
You may wonder how your business information is related to your website’s ranking. It all boils down to your overall quality score. Google looks at every place your business is online and assigns you a score via a complicated algorithm.
One way to improve this score is to ensure that your business is mentioned everywhere correctly. Even a comma in the wrong place can affect your quality score. Moreover, having your business listed in hundreds of authority directories helps with SEO link building.
Google My Business, Yahoo Local, Yellow Pages, Superpages, CrunchBase are a few online directories that you can get your business listed on.
9. Get On the Podcasting Bandwagon
A podcast is the modern version of the radio – only better. It offers listeners with on-demand and free information. But, it provides marketers with huge marketing opportunities as well. Like any other content, podcasts allow you to provide your audience with valuable and expert content.
Since it allows you to add links to new pages, it can make a notable difference in your SEO. How?
They are affordable.
They have no expiration date, meaning you will constantly reap the benefits.
Podcasters provide notes; therefore, you gain high authority organic backlinks to your website.
Now that you understand the benefits, let’s take a look at how you can reap these benefits:
a.) Use keywords in podcast titles
b.) Use supporting content
c.) Use high authority websites
d.) Optimize your RSS feed
10. Answers Those Questions
Making Q&A a part of your SEO strategy comes with multiple benefits. Most people ask questions when looking for anything on google. Q&As have long-tail keywords, allowing you to target keywords very specific to you.
Finally, Q&A sites like Quora rank higher on Google, therefore, giving you more exposure. And help you create high authority links. The best part? Implementing this strategy is a 3 step process.
Step 1: Identify at least 10 -20 questions that include your primary keywords or are relevant to your business.
Step 2: Provide detailed answers to these questions and provide links to relevant web pages on your website.
Step 3: Drive traffic to your website.
Off-page SEO is an indispensable part of optimizing a website and attracting the right audience. The strategies above will help you create your own plan and increase your ranking on search engines.
But, keep in mind, there are many more tactics you can employ. You must find what best works for your niche.