Offpage SEO refers to the techniques you can use to improve the position of a website in the search engine results pages (SERPs). Many people link off-page SEO with link building but it's not just that.
In general, page SEO has to do with advertising methods - in addition to website design, for the purpose of ranking the site higher in search results.
What is SEO?
Search engine optimization is the term used to describe a set of processes that optimize a website for search engines.
SEO is important not only for getting high quality visitors from search but also a way to improve your site's user friendliness and increase its reliability.
Search engines are using complex algorithms to determine which pages will be included in their index and the order in which they will be displayed in search results.
SEO is a way to 'speak' to search engines in a language they can understand and provide them with more information about your site.
Recalling on Onpage SEO
Onpage SEO Refers to the settings you can apply on your site so that it is optimized for search engines.
The most important on-page SEO tips are:
- Has optimized title and description
- Proper URL structure
- User friendly navigation (breadcrumbs, user sitemap)
- Optimize internal links
- Format text (use boldface, italics, etc.)
- Properly optimized H1 tags and other headlines
- Optimize images (image size, appropriate image name, use ALT text)
- User friendly 404 page
- Page loads quickly
- Page is mobile friendly
- High quality new content (This is always the most important SEO element!)
- External links (no broken links or links to ‘bad’ websites)
SEO page off
Unlike on-page SEO, Off-page SEO refers to activities you can perform outside the boundaries of your website. The most important thing is:
- Link building
- Social media marketing
We will examine these in detail below, but first, let me explain the importance and benefits of off-page SEO.
Why is SEO Off-Page important?
Search engines have been trying for decades to find ways to return the best results to searchers.
To achieve this, they take into account on-site SEO factors (described above), a number of other quality factors and off-page SEO.
Off-site SEO gives them a very good indication of how the World (other sites and users) perceives a particular site.
A high quality and useful website is more likely to have references ( backlinks ) from other sites.
It is more likely to have brand mentions on social media (likes on Facebook, tweets, Pins, etc.) and will most likely be highlighted and shared among the communities of users who have like-minded.
What are the benefits of 'off-site SEO' to the site owner?
A successful off-site SEO strategy will generate the following benefits for website owners:
Increase rankings - The website will rank higher in the SERPs and this also means more traffic.
PageRank Increase - Page rank is a number between 0 and 10 that shows the importance of a website to Google.
It's a system invented by Larry Page and Sergey Brin (the founder of Google) and one of the reasons why Google is so successful in displaying the most relevant results for searchers.
Page rank today is just one of the 200 ranking factors that Google is using to rank web pages.
More exposure - Higher rankings also mean more exposure because when a website ranks in the top position: it gets more links, more visits and more social media mentions. Assembly. It's like a series of never ending events, in which one thing leads to another event and then to another, etc.
Establishing credibility - In addition to the above, Google recently introduced the concept of Expertise, Authority and Reliability (EAT), which plays an important role in rankings and is directly related to off-site SEO. web.
Put simply, Google wants to rank websites that demonstrate expertise and authority on a topic and one of the ways to ensure that websites chosen by the algorithms can be trust , via the type of link to.
For example, if you want to be considered an expert on a topic, you can't say that but the site involve else should agree and this is shown through the links pointing to your site.
Link building is the most popular and effective off-Page SEO technique. Basically, by building links to your website, you are trying to collect as many ‘votes’ as possible, so that you can ignore your competitors and rank higher.
For example, if someone likes this article and references it from his / her website or blog, this is like telling search engines that this page has good information.
Over the years, webmasters have been trying to build links to their websites for higher rankings and they 'invented' some way to increase the number of links. The most common ways are:
Blog Directories - something like yellow pages but each item has a link pointing to a website.
Forum signatures - Many people have commented on the forums for the sole purpose of getting the link back to their site (they have included the link in their signature).
Comment Link - The concept is similar to forum signatures where you will comment on some other websites or blogs to get the link back. Even worse, instead of using your real name, you can use keywords to instead of writing ‘Alex Chris's comments’, you wrote ‘comments according to SEO Rules’.
Article Directories - By publishing your article in the article directory, you can get a link (or 2) back to your site.
Some article directories only accept unique content while others accept everything from rotated posts to published posts.
Shared content directory - Sites like the ‘hub page’ allow you to publish content and in return, you can add a few links pointing to your site.
Link exchange scheme - Instead of trying to publish content, you can contact the webmaster and other exchange links. In other words, I can link your website from me and you can do the same.
In some cases, you can even make more complex exchanges by doing 3-way links: I link to your site from my site but you link to my site. from another site.
Note that I used the past tense to describe all of the above methods because not only do they not work today, you shouldn't even try them.
If you try to 'trick' search engines into building artificial links, you are more likely to be penalized than ranking (especially when it comes to Google).
The birth of black hat SEO
Link building is an easy way to manipulate search engine algorithms, and many spammers have tried to take advantage of this by building affiliate networks that gradually led to the creation of so-called General is black hat SEO.
Google has become very smart in recognizing black hat techniques and with the release of some algorithm updates, they have managed to control the issue and protect their search results from the senders. spam.
The most important thing is:
- Panda - Originally released in February 2011, targeting low quality content sites and farms
- Penguin - Introduced in 2012, targeting link farms, low quality links and over-optimized anchor text
To eat according to
Besides the above and in order sequences to give webmasters a way to link to a website without going through any 'forced links' (eg in advertising cases), tools Search introduces what is called " nofollow link ”
This is a special tag you can add to a notice link for search engines that do not count specific links as ‘trust votes’ for referenced sites. For example:Some Site
This has been done so that you can link to other websites from your site without risking getting caught for selling or exchanging links.
As a general rule, you should add nofollow tag on all external links (in your pages) to sites you can't trust 100%, on ALL of your comment links, ALL your blogroll links and ALL the banner ad links.
What is a good link?
So if the above links are not helpful, what is a good link?
First, you should understand that link building is not just a problem amount but also the problem quality .
In other words, it doesn't matter how many links point to your site, but what's more important from where these links are coming from.
For example, links from a normal blog do not have the same ‘value’ as word links New York Times or word association Matt Cutts blog (former Google Quality team leader) is not the same as the link from my blog.
Good links are coming from relevant and reliable websites and they are Anchortext involve .
The obvious question is, how do you get these links?
If you ask Google, they will tell you that any links pointing to your site must be natural links. Natural links are exactly what their names imply. The website owner or blogger likes another website or blog and naturally adds a link to his / her blog.
Does this happen in practice or is it another myth?
It certainly has but you have to try a lot to come to this point. Take for example this blog. It has lots of links because other webmasters find the content interesting and I also link to other sites in my articles because I find their content interesting.
This is what natural link building is all about. A link is more valuable from a reader's point of view than a search engine's point of view.
The best way to attract links is to publish Content deserves links that others want to link to.
If natural links are what I just described above, what other types of links all belong to?
They are in the category of artificial links and by applying such techniques, you increase the risk of manual or algorithmic penalties by Google.
Is guest blogging a valid way to build links?
Guest posting can be a valid way to bring links back to your site as long as you don't do it just because of the link and you don't overdo it.
Social media marketing
Social media marketing is part of 'off-site SEO' and if you think about it, it's also a form of link building. It should be noted that almost all the links you get from social media sites are nofollow, but this does not mean that they do not have any value.
Mentioning social media is gaining ground as ranking factors and the proper configuration of social media profiles can also boost SEO.
Google loves brands and likes to rank branded websites on top of results. The reason is the same as explained above in terms of Expertise, Powers, and Reliability. Brands are more reliable and likely to be trusted by users, and this translates into a better user experience and happier Google users.
The difference between branding, link building and social media marketing is that branding doesn't necessarily have a link pointing to your website. It could be referring to your brand in forums, posts, reviews or social media networks.
Google's crawlers can ‘select’ these signals and evaluate them appropriately to create a more accurate picture of how your brand is perceived by others.
As part of your off-page SEO strategy, you should pursue any positive mentions of your website, product or author and make sure you respond to negative or misleading comments. .
Offsite SEO is just as important as onsite SEO. If you want your SEO campaigns to be successful, you have to do both.
When thinking about link building, don't go the easy way, but try to get links from hard-to-reach places. The harder it is to get a link, the more valuable it is.
In the past, you could easily get thousands of links and higher rankings but today you have to do more than that. My advice is to forget about building links together and put all your effort to create a great website, promote it correctly and everything else will follow.
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.