With a massive 2 billion searches per day coming from individuals seeking local information, Google has become the go-to location for many businesses in pursuit of more customers. Years ago print, Yellow Pages and radio ads ruled but today the most effective marketing strategy for most businesses is SEO.
Search Engine Optimisation is often broken in 2 halves which work together – on-page SEO and off-page SEO. Off-Page (also known as off-site) SEO are actions that happen outside of your website which impact your rankings. Off-Page SEO focus on driving traffic to your site and demonstrating authority, relevance and trustworthiness to search engines and consequently, their users.
If you’re wanting your site to rank, don’t only focus on On-Page SEO. Off-Page SEO can yield results as positive as on-site optimisation, if not in some cases more. Unlike On-Page, Off-Site SEO doesn’t involve a hundred odd different factors but only a handful. Here are 4 different components to off-page optimisation that will not only drive traffic to your site but also help Google rank your website more favourably.
A backlink refers to an external source linking to your website. Back in the day, Google would rank a business with 1000 links over one with 200 which were more authoritative and relevant. These days, Google cares about quality over quantity (so if you’re thinking of putting the dark cap on, don’t bother). When it comes to backlinks, there is really no shortcuts but sourcing a collection of relevant, high authority and user-friendly backlinks is essential to off-page SEO.
Content marketing is all about developing and sharing insightful, valuable content and turning an audience into buying customer through it. Content marketing comes in many forms including infographics, industry reports, blog posts, email campaigns, videos and more. With the right content marketing strategy, your business will captivate your target audience, drive traffic back to your site and get rewarded for doing so by Google.
Being a guest author on platforms and networks with high authority and relevance to your industry is an extremely popular off-site strategy. While the backlink alone is great, the post itself indicates to Google that your business has something insightful about your industry and consequently, is a resource that an audience will value. In many cases, guest blogging will help grow brand awareness and your social media following too.
While social media is not a direct SEO ranking factor, social signals derived from social networks influences ranking positions. Google favours businesses which are active on a number of social media platforms and more specially, those which are able to drive users back to their website through engaging, valuable content shared on social. Get social with your business – not only will it help connect with your target audience, Google might just boost you because of it too!
Through backlinks, content marketing, guest blogging and social media marketing, your business can leverage Off-Page SEO to rise up Google’s ranking. With years of experience behind us, Start Digital has honed our SEO strategies and methods to the point where all of our clients appear on Page 1 for their keywords (and many of them are in the Top 3 if not 1). If you’re interested in working alongside an agency who are local and honest, against using lock-in contracts and are guaranteed to increase your search ranking visibility, Start Digital is the go-to for you.