Once you've completed the SEO checklist on your site, it's time to switch to page SEO. But where to start? Backlinks are the obvious answer, but off-site SEO is much more than that. It seems like a daunting task that threatens even seasoned SEOs.
But you don't need to be intimidated!
We have divided SEO Offpage into small parts to help you start building trust and authority for your website.
This checklist will include:
What is Off-Page SEO?
Offpage SEO, sometimes called off-site SEO, is a practical way to improve the popularity and reliability of your website by advertising it on other websites.
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Backlinks are still one of the most important ranking signals to help your site improve search rankings.
Google will not create a Penguin update or apply manual link penalties if backlinks and their actions are not a problem. Each link building campaign starts with conducting a link audit and analyzing your backlink profile.
Check your current backlink profile
If your site has been around for a while, it could have gotten a good amount of backlinks. However, chances are some of these links actually do more harm than good.
It's possible that SEO consultants or agencies you've worked with tactics used from sitting in a gray area to violating Google's guidelines are likely to work against friend.
Doing a link audit will help you detect any unwanted, harmful links. It starts by collecting a list of all links pointing to your domain, their source and anchor text, then evaluating them to determine which links are helping and which are hurting. Your SEO brand.
You can download your list of backlinks in Google Search Console in Link to your site in Search Traffic. You can view your links here a few different ways: by linking domain names, by pages that have already received links or with anchor text.
You can export these lists as .csv files or as Google documents.
The next step is to determine the value of your links and uncover any efforts for negative SEO or other low quality links that you are attracting. To remove spammy and low quality links, first look at the anchor text. A healthy backlink profile will have a natural blend of exact match, partial match, brand, page title and generic ("read more", click here, anchor text, etc.). Your profile will look unnatural or spam if you have too many anchor text:
- Exact match: Placing keywords that exactly match anchor text in irrelevant or meaningless content is a common spam tactic. However, a profile with nothing but exact match anchor text will look very unnatural to Google regardless of its content. Too much and you could end up with a link penalty.
- Irrelevant anchor text: Text This anchor is completely unrelated to your page content. The most common are Viagra and texts related to casinos, gambling (especially online poker) and payment loans.
These low quality links are actively hurting your SEO, even if Google doesn't hit you with a manual penalty. If you cannot remove links, prevent them from being counted against you by using the disavow links tool of the Google
Link audit tools like Majestic can help you gather more information about your links, giving each person a score based on the quality of the linked site.
You can upload your list of links to Kerboo or have the web crawler and find links that target your domain. Filter and tag links based on how you want to deal with them, add low quality links to your disavow list as you go, to improve your link profile score.
You can use Majestic to identify and grade the pages that link to your site to help you value their passing.
Link analytics is not just for spam links. Now it's time to find your most valuable links as well. The name of this metric depends on the tool you are using, but generally, your best links will come from pages:
- There is relevant page content
- Also links to other high quality websites
- Use the links in the text of the page
- Hosted on quality domains.
Use this list to find new opportunities or build a list of websites to target in link building campaigns or while engaging with bloggers.
Recheck Link Back
Check out your backlinks, starting with your most valuable, for broken or dead links. Start by finding pages that return error 404. You can create the list based on Crawl Errors in Google Search Console or use a tool like DeepCrawl or Screaming Frog .
These tools will crawl your site and return a list of information about your URL. Filter your URL list to find all errors returned 404. Export the list to Excel and paste the URL list into a spreadsheet with all your backlinks.
Using this broken list of backlinks, get back your links. You can do these two things: set 301 redirects for broken URLs, send people to activity pages.
However, even if the 301 redirect passes through the entire juice link, Google still prefers the links to be completely resolved. Send the site owner a short email with an updated URL. Point out that broken links cause bad user experience and hurt their SEO, so replacing broken links is a beneficial situation. They usually have high conversion rates.
The impact of social media on SEO is far from a problem solved.
Google has launched and made it clear that it doesn't use social media elements like likes, followers, and Facebook's Retweets as a ranking factor. So, unfortunately, being really popular on Twitter and Instagram will not make you rank higher in the SERPs and the links to your site on Facebook will not pass any links. Fortunately, there are many ways you can use your social media pages to help SEO:
- Although links from social media do not count for link juice, search engines still crawl and track them. So if you already have a new page, content or website, share those links on Facebook, Twitter, YouTube, LinkedIn and Pinterest.
- Your social media pages are crawled and indexed, so they can appear in branded search results. Keep users in your environment by stopping competitors from first page.
- The Twitter feed currently appears in a carousel in Google results for branded keywords. Leapfrog to the top of your brand keywords.
- Sharing your content on social media builds engagement and awareness, which encourages others to refer to you and links from related blog posts.
When creating a social media site for your business, use the names people use to find you online.
For example, use UPS instead of United Parcel Service. Create a username in your account settings so the URL of your profile will appear as facebook.com/username, instead of something less optimized, such as facebook.com/pages/ 1234567.
The type of business you choose when you create your page determines how your profile will appear in search results.
Fill out sections of your page completely as you can using your brand name and the most important keywords wherever you can.
The Introduction is where most of your optimization will take place. Add your name, website and key keywords in this part of your page, but keep it short - it's best to use 170 characters or fewer. As usual, use keywords and URLs naturally to avoid being considered spam.
Continue to optimize your pages when sharing updates. When you share a link, you can write a small introduction about it. Take advantage of this every time. C
Search engines will treat it as a title tag, so use your keywords and keep it short and simple.
While social media pages do not cross link juice, your website does. If appropriate, link to your social media profile from your homepage.
Quote is wherever your business name, address and phone number (NAP) are listed on external websites.
They are usually a chamber of commerce, a local business directory, or a website for a local community group.
These quotes are important for local SEO; Always cite NAP exactly as one of the strongest local ranking signals.
In contrast, having incorrect, non-existent or inconsistent NAP citations is the strongest negative ranking signal.
Tracking and updating your citations is tedious and can take a long time, but it's extremely important to your business.
Business evaluation is another off-page optimization that plays a big role in off-site local SEO.
First of all, they contribute to the conversion: 80% of shoppers trust online reviews as much as a personal recommendation.
Positive business reviews contribute to good brand awareness. They also act as strong quotes and give you the opportunity to leverage their ranking power.
Putting your URL and name on a high ranking page like Yelp will put your brand at the top of the search rankings for keywords that you normally can't compete with.
Blog and Comment Forums
Promote your website through blog comments, forums and question and answer sites.
Create a profile and include a link to your website. Use it to leave comments in relevant discussions and on topics for your site.
If you answer questions and add value to conversations, you will establish yourself and your brand as a knowledgeable person in your field.
Stay engaged with high quality blogs and forums and avoid any comment areas that attract lots of spam. This will help Google link your URL to good neighborhoods on the web.
Include only a link when it makes sense and avoid leaving comments everywhere simply promoting your website or business - popular commenting platforms like Disqus makes it easy for blog owners to see all your comments and they can mark you as spam if it looks like you're just going out to help yourself.
If some of your comments are marked as spam, your reputation will be affected, making it less likely that your comments will be published in the future.
Off-page SEO tips are not as popular or effective as they used to be because most comments and forums use nofollow links. However, links can still drive traffic, as long as you add value to the discussion, you can build awareness and visit.
Share the document
Consider uploading certain documents to document sharing sites such as SlideShare , Issuu or Scribd . These sites are well suited when you have content that search engines cannot crawl, like PDFs and PowerPoints. When you publish content on a document-sharing site, treat it like the content for your own site: Do keyword research to find keyword lists to target and optimize parts of your document. as if they were traditional page SEO elements:
- File name: Use keyword-rich filenames when you upload your document. Follow SEO best practices like using only lowercase letters and avoiding underscores between words.
- Title: Optimize your title just like you would title tags for a website. Don't go beyond 50-60 characters and use your target keyword from the beginning.
- Transcript: In case of PowerPoint and video, include content recordings. The crawler cannot read those file types so they don't see your keyword.
Come up with effective calls to action to add your content and link back to your site.
You will be able to reduce the ranking power of website hosting to put your content ranking for keywords that your website cannot compete. Optimize your landing page to convert users who click through to your website.
You can think of these pages almost as if they were a social network or document sharing site.
Follow best practices for optimizing file names and titles and include descriptions using your keywords.
Include a link back to your pages in the description.
These sites often have PageRank and high reliability, so it's good to have your content linked to them. In addition, users can comment and share your content, this will help your brand awareness.
Share the video
Video is one of the most popular types of online content, especially for advertising: One-third of a user's online time is spent watching videos.
And that's an expectation for businesses: 55% of consumers think a company website should have a video.
So producing short, entertaining videos with good production quality makes your content more appealing to users. If you create video content, share it via video sharing sites like YouTube , Vimeo and Dailymotion .
Create a profile with your brand name and follow the document to share best practices for filenames and video titles. Include a link to your website and use your keywords naturally in the video description. The links do not cross link juice but they are still crawled, indexed and served in search results.
Image and video files are great candidates to spread, which can have a short and long term positive impact on your SEO.
So as you can see there's a lot more to turning off page SEO than just building links and juice links, even if it's off-site tasks, SEOs spend most of their time focusing.
However, keep in mind that SEO is not an overnight process, nor a one-time deal. You will often find yourself constantly reviewing the different steps from this list, more than others. However, if you get it right, you won't have to wait too long before you start seeing traffic increase and ideally convert.
Which page SEO steps do you spend the most time? Which ones do you find yourself reviewing most often? Which one is your favorite?
CEO - Founder of Compa Marketing. Specialist with over 5 years of experience in the field of Digital Marketing, SEO / SEM in Vietnam and the world.