3 SEO Strategies To Boost Your Off Page Optimization

You might already be optimizing your website for search engines with on-page SEO tactics like keywords, titles, tags, and HTML. Off-page SEO, on the other hand, refers to pieces that are off your main hub, examples of which you will want to explore below. Off-page optimization is just as important as on-page; the two work in conjunction to improve your rankings and get your content to the right audiences. Here are three areas to begin digging into if you’re serious about getting on Google’s nice list.

1. Think local

Make sure you have claimed and are always updating your company name, address, phone number, and other relevant location information via Google, Bing, Yahoo, etc. in order to establish your local business presence, which “can massively enhance the organic search visibility of a website” Chris Ainsworth writes for Search Engine People, “making the business far more accessible to local trade through local search queries, as well as enhancing search results with an abundance of related material for brand or other related search queries.” Securing local reviews of your service/product will also help your visibility efforts, so encourage your customers to leave feedback online through sites like Google and Yelp.

2. Socialize

“With the purpose of off-page optimization leaning towards the management of online reputation,” Ainsworth adds, “there is an ever growing need to embrace social media as a legitimate, effective and extremely valuable digital marketing tool.” If you’re keeping up with the latest marketing trends, you’re probably already taking advantage of social media’s multitude of benefits and wisely jumping at these opportunities. Your efforts are paying off not only for your brand identity, but for your off-page optimization as well. “The first and foremost priority of Google is to provide quality content to its searchers,” Ram Shengale at SocialMediaToday writes. “And the best feature of quality content is that it gets shared more. Search engines like Google take social signal as an important metric for ranking web pages.”

Social bookmarking sites like Reddit and Delicious help users save, organize and share links to various websites, and they can be effective off-page SEO tools as well. “When Google finds links to your content across multiple social bookmarking sites,Spencer Frandsen at B2C explains, “it will index that content with far greater speed than if the social bookmarks did not exist.”

3. Link up

“Though oft maligned and long abandoned, link building is one of the most effective ways to make your website rank higher,” Neil Patel writes at Forbes. Linkbuilding, or securing back links (external websites link to yours), signals to Google a vote of confidence, per se, indicates that your site is a valued resource. Spammy backlinks can actually penalize your ranking, so be sure to tidy up those risky links periodically, and don’t fall for schemes that provide you with thousands of links for one low price (Google will detect their artificiality and punish you for it). Content marketing, on the other hand, is arguably the “safest and most effective method of building links,” Patel continues. When you produce high-quality, relevant content (e.g. blog posts, articles), you’re opening yourself up to the wonderful possibility that people will link-back, share, and email your respected resource.

Don’t be afraid to actively seek out relevant websites and audiences and ask for a backlink. You can do this online with a simple email, but you can also go old school and connect with real live human beings at conferences, meetups, and trade shows. Ruth Burr Reedy at Moz advocates a “relationship-based” approach to link building. “One moment of link outreach can generate a link,” she says, “but an ongoing relationship can result in multiple links and shares, not to mention introductions into that person’s network of friends and connections.”

Need to up your off-page game but not really sure where to start? Contact us at McAllister Marketing for help with your optimization and other marketing needs.

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