The best-known SEO techniques are those that involve actions within the website itself, but we cannot leave out Off Page SEO, an essential part of any search engine optimization strategy!
While On Page SEO is like tidying up your house to receive guests, Off Page SEO is like making friends with your neighbors so they speak well of you!
By adopting this approach the right way, your website will rank higher in search results, increasing the volume of qualified traffic. Do you know what this means? More visibility, recognition and chances of conversion!
Want to learn how to put Off Page SEO into practice? Come with me and check out 6 steps to do this optimization!
What is Off Page SEO?
Off-Page SEO is an expression that can be loosely translated as “off-page search engine optimization”. This is a technique applied to increase the chances of your website and its content occupying better positions in search results, affirming the authority of your business.
This can be done through various actions outside of pages, such as:
- Link building;
- Social media marketing;
- Guest posts;
- And much more!
I will explain each of them in more detail later on, so keep reading!
The importance of Off Page SEO
Investing in SEO, especially Off-Page SEO, offers several advantages. Among them, the company’s participation in all points of the purchasing journey — you can be present from learning and discovery to consideration and purchase decision.
This is because, when we talk about Off Page SEO, we are talking about actions that help build the authority, credibility and visibility of a website in search engines.
And as a marketing leader, your job is to create brand awareness that highlights important attributes in customer decision-making. It’s not just about emotions, it’s also about showing what makes your company special that your competitors don’t!
After all, if your company is not educating its potential customers, its competitors are — and they are generating demand for themselves, not for you…
So think of Off Page SEO as making influential friends who will speak highly of you to everyone! When a respected website links to or cites your website content, it is as if they “guarantee” the quality of the material you have produced.
And I cannot fail to highlight the recurring challenge of the increase in customer acquisition cost (CAC) in proportions that often exceed the capacity to absorb such increases.
While paid media investments tend to have diminishing returns over time and cease immediately when stopped, SEO operates in the opposite way.
As SEO initiatives continue to bear fruit over time, the return on investment increases and can reach geometric progression. As a result, it becomes increasingly cheaper to achieve great results, improving the profit margin!
But optimizing your website with off-page actions requires planning to execute the right activities. Here are 6 steps that I consider essential for applying Off-Page SEO:
Step by step guide to Off Page optimization
1. Create relevant content
First, the basis of everything: content. One of the best strategies to attract attention on the Internet is Content Marketing because the more people are reached by your content, the more chances your website will have of receiving good links and mentions.
So, my first tip is: have a blog and publish articles frequently. To do this, it is important to emphasize that relevant content is based on the main challenges and interests of your persona.
Although this is an action carried out on your website, it is extremely important for Off Page SEO because it serves to make it attractive to partners. This way, other websites will be able to show interest in referencing the content and help your website gain more strength!
2. Actively participate in social media
Social media is n’t just a supplement — it’s a platform to showcase your content! Being on social media is important for building relationships with your audience and a positive reputation for your brand, increasing your visibility.
As a result, this notoriety also reinforces your authority, as well as increasing your website traffic and business opportunities.
But so-called “social signals” can help your website rank higher in searches. After all, if you have a good level of engagement on social media, this signals to search engines that your content is relevant.
3. Share and interact on other channels
Instead of limiting yourself to your blog and social networks, to increase relevance, it is also often interesting to interact on a variety of channels.
Think of it as casting a wide net to catch more visitors and potential partners. So promote your content through email marketing, for example, because that way you get more traffic!
It is also worth considering participating in communities, forums and even commenting on other blogs in the same niche. Using relevant arguments, resolving doubts and creating a debate are ways to increase your authority and attract attention to your site.
4. Do link building (guest posts and backlinks)
If you want a plant to grow well, it’s not enough to just put the seed in the ground. You need to prepare the soil and make sure it’s suitable for its development, right?
This is an analogy that applies to Off Page SEO when we talk about link building. Receiving links from good websites helps to increase the authority of your domain, leading to better positions in search engines.
So diversify the origin of your backlinks and maintain a healthy link profile to avoid penalties, always prioritizing quality over quantity!
However, before thinking about being referenced, it is necessary to create valuable content and take care of the technical structure. In this scenario, it is worth counting on an agency that already understands the subject. The idea is to build a context for backlinks, using appropriate strategies that do not generate penalties from search engines!
5. Redirect broken links
Broken links are like potholes on the road to success! Your Off-Page SEO strategy should also involve identifying and redirecting broken URLs. This includes addresses that have changed, been updated, or even deleted (404 error).
Redirection is essential to improve the User Experience, preventing the user from landing on a broken page. It also helps maintain the link building strategy, since backlinks from broken addresses lose their purpose.
The most common is to use a 301 redirect, which is permanent and indicates the new address of the page to search engines. This means there is less impact on the positioning of your pages.
6. Monitor and adjust frequently
SEO strategies are constantly changing, making it essential to regularly monitor the effectiveness of Off Page SEO actions.
You can use backlink monitoring tools like Semrush, Ahrefs, and Google Search Console. In addition to identifying mentions, you can also find good opportunities!
It’s also worth using resources to track social mentions, such as Hootsuite, Sprout Social, and Mention. This is a way to identify opportunities to interact and position yourself more effectively on social media.
Off Page and On Page SEO must go hand in hand!
Since the goal is to win over search engines and the public, it is essential to integrate On Page SEO and Off Page SEO strategies. After all, these two techniques are two sides of the same coin!
So be careful to optimize page titles and subtitles, create friendly meta descriptions and URLs and, above all, define the most relevant keywords.
Taking care of the speed, responsiveness and good experience of the website is also essential. By keeping the house tidy, the visitors attracted by Off Page SEO will also have a good experience — and the website will be able to reach higher positions!
Digital Marketing offers many opportunities for companies that want to stand out and outperform their competitors. However, a common mistake is to hire amateurs to build the online strategy.
To avoid this, consider investing in a specialized Digital Marketing agency. This way, you can ensure the efficiency of each action and achieve brilliant results for your business!
Are we going together on this journey to the top of Google?
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Check out some success stories that have already been led by Enjoy Minder:
- SuperPro: 1116% more opportunities with Content Marketing ;
- From 0 to 16,000 hits: the success of Tris’ organic traffic ;
- 9x more sessions for Consigaz with Search Engine Marketing .
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