What is Off-Page SEO?
While you may know the basic definition of SEO, technical terms such as SEO audit, on-page SEO, and off-page SEO can be a cause of confusion for many.
Of these terms, off-page SEO especially seems a more nuanced process than others but if defined in a helpful manner, it’s quite easy to understand. To help you with this aspect, we’re finishing our blog series for the month with this guide that can help you better comprehend these details.
The Basics: What is SEO Audit, On-page SEO, and Off-page SEO
While SEO refers to the optimization of a site for search engines, it’s not a one-off process. That’s why when it comes to proficient SEO specialists, the process is divided into the following categories.
- On-page SEO is the formation phase after an SEO audit that analyzes your site and makes your site search engine friendly through structural and on-site content changes. This increases the site’s relevancy to its target keywords and increases its chances of ranking higher on search results.
- Off-page SEO is the actual marketing phase that is followed by the SEO audit and edits. In this segment, various digital marketing activities are performed for your site to make it rank higher on search engines. Unlike on-page SEO, off-page SEO has to be performed continuously.
Learn the Difference Between Setup and Marketing
As defined by the descriptions, while on-page SEO is the setup phase, off-page SEO is where the actual marketing takes places. Think of it as being similar to conventional marketing.
Designing flyers for your brand is only the initial stage, having them printed and distributed is what spreads the actual word. Shooting an advertisement for your brand is just the first step, broadcasting it to your audience is what does the trick.
While on-page SEO is a necessity to stage or set up your site for the search engines, it’s off-page SEO that brings the actual marketing to the table.
How Does Off-page Search Engine Optimization Work?
In off-page SEO, search engine optimization assumes the role of a marketing campaign. Once again, similar to conventional marketing, this online marketing has to be performed on a consistent basis to keep ahead of your competitors.
In off-page SEO, your website works towards spreading the word about its services through various activities. They include, but are not limited to:
- On-site Content: Original branding content in the form as blog posts, articles, press releases, infographics, and videos that are shared on your own site. This adds fresh content to your site on a consistent basis, increasing engagement for both your visitors as well as search engines.
- Off-site Content: Similar yet original content is also posted on third-party platforms. This helps relevant audiences and search engines learn more about your brand.
- Profile Creation: Profiles are created on various third-party platforms such as Yelp and Angie’s List. This helps in enhancing your website’s presence over the web.
- Social Media Profiles: Social media profiles are created, updated and managed on a consistent basis (you can also manage them yourself). This enhances user engagement through different avenues.
All of these activities help your website create a network of high quality backlinks. In terms of SEO, think of them as referrals from other sites.
Having high quality referrals or backlinks from other websites and fresh content on your own site helps you obtain higher rankings on search engines.
Consistency is Key, But So is Quality
If these off-page marketing activities are performed on a consistent basis, they can help ensure that your website’s search engine rankings keep improving. Even when you achieve first-page rankings, off-page SEO needs to be continued to keep the competition at bay.
However, you need to ensure that your backlinks are obtained in a manner that is approved by search engines and you otherwise follow the tips laid out in the SEO articles in our series this month. Not doing so can actually harm your site and have it penalized by search engines.
As such, it is essential that you consider a SEO provider who only performs search-engine compliant activities. For more information on SEO audit, on-page SEO, and off-page SEO or to find out how we can help with these aspects, contact us or visit our services page today.