Off-Page SEO: Build Your Off-Page SEO Strategy With Our Expert Advice

By | August 31, 2019


All right. I feel like I need to say
like how now brown cow or like one of those things that people say to warm up
their vocal cords. Hello, my name is Trevin Shirey. I am director of business
development here at WebFX. Congratulations for making it to the
fourth video in our series. I’m excited to talk to you today about off page SEO
which is a really important factor. I know we’ve touched on content
marketing, some on-page factors, and just kind of given an overview of SEO as a
whole. I’m really excited to dig into what’s typically a little bit of a
tougher area for beginners to understand with SEO and that is all the important
off-page factors that are out there. So with on-page SEO, those are things
that you can typically see, whether it’s on a page, on a website, or within a
code so things like images, copy, title tags, meta descriptions, kind of the
classic SEO factors that you can read about on our site or watch one of our
other videos and learn more about. So all those are really important for SEO but
they’re important in determining what a page is relevant for. So the page is all
about golf drivers, for example, the copy on the page, the images, the title tags
should all reflect that and kind of be consistent and the reason for that is it
helps search engines like Google understand exactly what that page is
about. So obviously that’s important but it’s not really telling the full picture,
the whole story of how relevant and ultimately authoritative the page is. So
there’s a million different pages out there on the web about golf drivers, for
example. How does Google know which site really knows what they’re talking about?
So if you take Titleist, one of the big manufacturers of golf drivers for
example, how does Google look at the relevance for one of their pages about
golf drivers and determine if it’s better or worse than you know maybe a
smaller manufacturer, somebody who’s just starting out in the golf driver
industry. So to kind of go back full circle this is where off
page SEO comes into play. Google looks at factors outside of what’s on your site,
what’s in the source code, things that are going on around the web, and uses
that to determine how authoritative the page is, so that’s kind of the other side
of the coin of SEO where the on-page factors will help determine what your
page is relevant about. But if you really want to rank highly and have strong SEO
presence overall then off-page factors which determine authority are really
important for your site as well. The way that works is you know Google is getting
what you’re relevant about from what’s on your site, but then what they really
want to see is how often your site and different pages on your site are talked
about, linked to, and mentioned around the web. So if we continue to run with my
golf example here, a company like Titleist is going to be mentioned across
the web millions and millions of times. There’s people talking about new
products that they have, people writing reviews on products that they’ve created,
people on forums or on social media talking a lot about that, so Google as
they crawl the entire web and spider through millions and millions of pages,
they’re picking up these links, they’re picking up these textual references and
kind of factoring them in in what’s called off page SEO factors. This is
really what Google’s PageRank is all about and one of the factors that
allowed people to be extremely successful in delivering high quality
search results from whenever they first launched. So if somebody’s talking about
your brand, your website, your products, and especially linking back to pages on
your site, it’s going to make you a lot more authoritative in a search engine
size compared to somebody who’s not getting a lot of that buzz, a lot of
those links and mentions around the web. So that’s kind of an overview of why
off page SEO is important and the role that it plays. If you think about your
product or services you can probably think of hundreds of people who talk
about those around the web, so in depending on who you ask
people tend to estimate that off page SEO is between maybe 40 and 70% of
Google’s algorithm. Either way, no matter where on that scale you read somebody’s
opinion falling into it’s still an extremely important factor even if it’s
only 40%, so getting your on-page SEO right is extremely important but what
can really elevate you especially in those competitive areas is having a
strong presence around the web and having lots of people talk about your
brand and ultimately link back to the pages on your website. So we’ve gone over why it’s important, so now the million dollar question is how do you go
about earning those links and gaining more authority for your website? The
answer to that is actually several answers there’s not one easy kind of
quick fix to do that. Ultimately, in Google’s eyes their view is that
businesses who are successful websites, who are successful, are going to
naturally earn links and build up authority from off page signals. That’s
definitely true if you think about a successful local business, for example,
there’s a good there’s a good chance that they’ll have mentions maybe from a
Chamber of Commerce, maybe from a local newspaper. People will be talking about
them within their industry. So naturally if you’re successful you’re going to
have some links pointing back to your site and some mentions from around the
web, but if you’re kind of trying to rank well in more competitive verticals, just
relying on those natural organic mentions that happen isn’t going to be
enough to get you into maybe page 1 for a particular keyword and ultimately
where you really want to be which is probably the first three results for a
strong keyword. So there’s a few ways that you can be strategic and smart
about trying to increase your off page SEO power and ultimately that
authority of your entire domain. One way is to create content and encourage other
people to talk about it, to share it, to link back to it around
the web. Typically, this will be in the form of a blog on a site. It could also
be knowledge base, it could be a series of videos, it could be white papers that you
have, just any way to share information that people will find interesting,
relevant. It’s always really exciting whenever people jump into blogging and
content creation on their site because everybody is an expert in some type of
field or subject matter. You know if your business is golf drivers, you’ve got tons
of people on your team who are able to create world-class content about that, so
not only is it going to help improve some of these off page SEO factors that
we’re talking about, but it’s also great for your brand, too, because you’re able
to really show that you know your stuff and people want to work with you, they
want to buy your products, and kind of learn more about you. So there’s a lot of
proof in the in the content pudding, so to speak, and it’s a great way for people
to improve their off page SEO factors while also reaping a lot of other
benefits. Aside from content creation, you can do other things like outreaching to
influential people in your industry. These could be bloggers, they could be
other types of thought leaders who are out there, business associations or trade
associations are also great for this where you can maybe supply some content
to them that could be in the form of writing a blog post for their site or
being a guest author. Those typically allow you to get your brand and your
story in front of other people and also help better your off page SEO and earn
more of those trusted backlinks. One thing to keep in mind whenever you’re
working on your off page SEO and trying to earn more links to your site,
you want to earn it ultimately a balance of sites that are both trustworthy and
relevant to whatever particular industry you’re working in, so a site like the
Huffington Post, which is extremely well regarded by search engines, it’s a very
popular powerful website that would be a great example of a site to get mentioned
on, but don’t solely focus on those, either. You also want to try to find
sites that are extremely relevant to what you do. Maybe, you know, 50% of the world’s
population hasn’t heard of the site but it’s extremely well targeted and the
markets that ultimately you want to reach is on that site a lot, so these
could be trade publications, industry journals, those types of things that
aren’t maybe is sexy as a top 100 blog on the internet are also really
important to try to see if you can get links from and get mentions to your
brand from those types of sites as well. So yeah, there’s not a silver bullet for
something like off page SEO. At the end of the day, you just really need to
invest in content and then also make the time investment needed to go out there
and let other people know about your company whether it’s through stuff that
you’ve created or just new products that you have and make sure that people are
out there talking about your brand, linking back to your website, pointing
people to relevant information on your website, and collectively over time if
you can even you know block out a few set of hours each week to work on that,
you really reap some major benefits. On the other hand if you know you don’t
feel comfortable doing this, you don’t have the designated expertise, or you
just don’t have the time to devote to really improving your off page SEO, maybe
you’ve worked a little bit on your on-page stuff and you’ve got your pages
optimized but this is just a hurdle that you can’t get over. A lot of people will
turn to agencies like WebpageFX to help with off page SEO efforts just
because it does require a particular set of skills that can be hard for marketing
managers or business owners to develop. Maybe you’ve even built a few links to
your site but you can’t kind of get the quantity or the quality that you’re
really looking for to move the needle so agencies like us are always happy to
help we can put together a strategy and talk through some creative ideas to get
more people talking about your brand and your company online with the ultimate
goal being to really improve that authority factor. You know you’ve
probably already got the relevance factor if you’ve gone through some of
the other videos that we have. This is kind of how you can really achieve good
authority on your domain and improve your search presence overall. So
thanks a lot for watching the off-page SEO video and tune into the other videos
that we’ve created in the series and continue learning more about SEO. Thanks!

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