While on-site SEO takes most of the credit for a website’s ranking, off-site is just as (if not more) important in building its online reputation. Domain owners who value off-site SEO use it to increase their brand’s reputation and attract qualified leads from their target audience. This article details seven off-page SEO strategies anyone can use to build their company’s reputation.
7 Off-Page SEO Strategies to Boost Your Business’s Reputation
When people think of Search Engine Optimization (SEO), on-page optimization is usually the first thing to pop up to their heads. And why wouldn’t it? After all, content optimization, keywords, and internal links are tried-and-tested strategies that make pages stand out amongst their competitors. Nevertheless, building a brand depends on other factors besides having an optimized website. If you feel like you’ve hit a plateau, you might benefit from using off-page SEO techniques to increase the reach and reputation of your website.
What is off-page SEO?
Off-page SEO is any technique used to optimize your brand’s image across the web. Unlike on-page SEO, which is done exclusively on your website, off-page optimization can be done on any website ( even on your competitors’) except your own. In this way, you can gain reputation by being linked from more authoritative sites, and also attract potential customers from other websites of your niche.
Why your brand shouldn’t neglect off-site SEO
Google’s algorithm takes many factors into account when ranking a website. Although under-the-hood practices can increase your site’s appeal to search engines, their reach is limited to the Search Engine Results Page (SERP). Which means that if you don’t get ranked on top — and chances are you won’t unless you’re targeting long-tail keywords — your page will struggle to gain visibility. By using off-page SEO you can build your online reputation and attract qualified leads to your website, effectively increasing the reach of your company.
7 off-site SEO techniques that work
While link-building is the most used off-page SEO technique, it’s not the only one. The following are a list of the most popular, as well as tried-and-tested, off-page techniques.
1. Collect relevant links from authoritative pages
Google pays a lot of attention to backlinks, especially if they come from relevant and authoritative sources. Having quality backlinks from unique referring domains in your niche translates to a higher ranking, but also to more organic search traffic.
The quality of the link matters as much as the authority of the referring domain. Push your links too hard on the readers and you’ll find that they’ll lose interest in visiting your pages. Instead, use your company’s name and logo in your off-page accounts; give helpful, relevant comments; and users will naturally follow your page.
Lastly, use tools like Check My Link to monitor your backlinks and report any broken link to the referring website so they can have it fixed.
2. Target local customers with Google Local SEO
Although the internet allows your business to connect with people from all over the world, the people closest to you are more likely to need and buy your products. When targeting local traffic, look to position NAP (Name, Address, Phone) citations of your business in key local keyword searches. Citation signals are a top-ranking factor for local searches; so, to make the most out of them, use citation tools like Whitespark to cross-reference your competitors’ websites and find more sites on which to place your citations.
Likewise, create and optimize your profile in Google My Business (GMB) to ensure you rank in Google’s “snack pack” results for queries which have a local intent e.g., “AC technicians near me.”
3. Write guest blogs and partner with industry influencers
Stop guest blogging just for the links. Instead, work on building your brand by using guest posts as an opportunity to showcase your expertise on an issue without making links the priority.
An even better benefit of guest blogging is that it allows you to build rapport with the top brands, publishers, and influencers in your niche. The benefits of this strategy are enormous. Just think about it: If Website A gets 100,000 views per month while yours’ gets 5,000, how much traffic will you draw from it if you become one of its main guest contributors?
4. Use social media marketing
Although Google’s disavowal of social signals means likes and shares hold little SEO value, social media websites like Facebook and Twitter allow you to build your brand while also interacting with your current and potential customers.
The power of social media sites lies on the enormous amount of visitors they get each day. To make the most out of this pool of would-be customers, start by creating a business profile in the biggest platforms, such as LinkedIn, Facebook, Twitter, etc.
Once you’ve established your presence, you’ll need to stay active in your online communities. Make sure you answer any questions your visitors may have while also publishing interesting content (using plenty of images and videos) and news frequently.
5. Make helpful comments on blogs and forums
While on-site optimization can help you gain organic traffic, frequenting forums and discussion boards on your niche is a great way to get noticed by your potential customers. Your goal should be where the action is.
Whether it’s on Reddit, Quora, or a forum focused on your niche, you can follow topics related to your brand and build your reputation by answering your would-be customers’ questions in the most thoughtful, helpful way possible. Remember that the point isn’t necessarily to get more traffic to your site, but rather to showcase how knowledgeable you are on a subject. So stay away from link spamming.
6. Publish press releases
Are you making any important changes to your company? Don’t let it slip by unnoticed. Press releases are a cost-effective way to generate interest for your company among industry leaders and influencers alike. All you need to do is write a few and publish them in websites that share press releases and voila! Suddenly everybody is talking about your website.
The best time to issue a press release is when you’re introducing a new feature, service, or product. However, you can also use press releases to let others know about the changes you’re making to your company. The key is to keep your audience engaged by giving them exclusive, behind-the-scenes scoops on the running of your company.
7. Experiment with other types of content
Using interesting images and videos to support your text will add another dimension to your content strategy. For starters, it will help you rank favorably on Google Images and Google Videos; two often neglected, but incredibly useful, search engines. Plus, it will multiply the impact of your content; as the saying goes, an image is worth a thousand words.
Including video content on your website will also help you target mobile device users (especially Millenials) since they hang out in platforms like YouTube, Snapchat, and Facebook Live on a daily basis.
Whether it’s guest blogging or answering social media comments, there’s no doubt that off-page SEO is an effective way to build trust between your website and your target audience. So the next time you’re considering tweaking your website to gain a few dozen extra visitors per month, try leaving your comfort zone and use off-site SEO to take your content to the farthest corners of the internet!
7 Off-Page SEO Strategies to Boost Your Business’s Reputation