What is Off-Page SEO? Know Its Importance And Benefits

In Digital Marketing, Search Engines like Google, Bing, etc, are using complex algorithms to determine the ranking of your website on the Search Engine Result Pages (SERP). One way to increase traffic is by optimizing your website which is majorly based on the content present on the page and off the page. This article will focus on Off-Page SEO and its processes.

These are the topics that will be covered in this article:

• What is SEO?
• Different SEO Techniques
• Off-page SEO
• Importance of Off-Page SEO
• Link and Non-link related Off-page factors
• Backlinks
• On-page vs Off-page SEO
• Benefits of Off-Page SEO

Let’s begin!

What is SEO?

Search Engine Optimization or simply SEO is the process of increasing the traffic onto your website for free. To put it across in a better way, I’d say, it is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

SEO is increasing the chances for companies to grow and flourish. This is because organic traffic is more reliable and is got without investing much. So, if you want to learn about how SEO works, check out Edureka’s latest video on SEO. No wonder On-Page SEO is very important but, if you don’t focus on Off-Page SEO, you wouldn’t be able to meet your desired target.

This video will help you learn Search Engine Optimization (SEO) from scratch with examples. You will get to know about powerful SEO tips and how they are important for your business ventures.

Now that you’ve understood what is SEO, let’s move ahead and take a look at the different types of SEO available in the market.

Different SEO Techniques

Often people get confused between the types and the techniques. Types include Black hat SEO, White hat SEO, and Gray hat SEO. Now, the techniques include

• On-Page SEO
• Off-Page SEO
• Technical SEO

Let’s understand what they are.

On-Page SEO

Well, On-Page SEO is the practice of optimizing individual web pages to rank higher on the SERPs and get more relevant traffic from the search engines. As the name suggests, it optimizes the content that is present on the page.

Now, what do you think is the content present on a page? It is nothing but the Title Tags, Meta Tags, Keyword Density, URL and so on. These are nothing but the strategies that you follow to gain more traffic by having content on the page. You might think what’s so special about working on the content present on the page? Well, there is.

As long as you focus on giving more attention to the content and the way it is presented to the viewer, you’re in safe hands.

Moving on, let’s learn about what is Off-Page SEO.

Off-Page SEO

Off-Page SEO deals with the actions that are performed outside your website to improve your ranking on the SERPs. A recent study also states that Off-Page SEO makes up to 75% of a good Digital Strategy.

It has everything to do with your social presence, link building and many more that don’t really have to be present on the page. Putting it layman terms, I’d say, Off-Page SEO simply tells Google or Search Engines about what the audience think about your website.

Also, I often come across people who say Off-Page optimization is just link building. But, there’s definitely more wings to it. It has strategetic control over the ways of making you famous on the internet.

Very widely used Off-Page’s elements are:

• Backlinks
• Follow and Non-follow
• Anchor text
• Link Juice
• Relevancy

Now that you know what is Off-Page SEO, let’s see why is it so important.

Importance of Off-Page SEO

Search engine algorithms, ranking factors, and the tactics are constantly changing. Parallelly, the general concord is that the trustworthiness, relevance, and authority that an effective Off-Page SEO can afford still plays a drastic role in that page’s ability to rank.

Links are very important to make your website rank on the SERPs. So, having links (inbound, outbound links) in your website could just increase your chance of ranking on the first page on Google.

To make sure that your content ranks, there should be proper visibility of your website.

Often, websites don’t rank because of Off-Page SEO. This is due to the absence of link building, social media, videos, blogging, etc.

Moving on, let’s understand the different Off-Page factors that influence the page ranking.

Link and Non-link related Off-page factors

Backlinks are the heart of Off-Page SEO. Search Engines like Google, Bing and many more make use of backlinks as certain indications for good quality content. Backlinks are also the most critical part of Off-Page SEO.

For this purpose, you can make use of SEO tools.

Ahrefs is one such tool that has a backlink checker that helps you in understanding how to create backlinks and handle them.

Link-related Off-Page SEO

When I say the link, I’m talking about the links that are present on the webpage, connecting it to the other website. I’ll be mainly talking about three types of links.

• Natural Links
• Manually Built Links
• Self-created Links

Major factors which influence these links are:

• The linking site’s popularity
• The freshness of the link
• Proper usage of anchor tags/texts
• Authority of linking domain and website

Link Building

One of the most effective and most popular ways of dealing with Off-Page SEO is Link Building. Here, we have the concept of “votes” which helps in gathering the ranking position of your competitors and your company.

There are many ways through which you can include links. A few notable ones are:

• Blogs: You can always have articles pointing to your website. Getting traffic from other mediums like guest blogging and so on. It also helps you get recognized in the field of Digital Marketing and also have exposure to the current market trends.
• Comment link: One way to achieve more customer engagement is by solving their problems and guiding them right. So, you always have the chance of linking your content in the comment section.
• Article Distribution: This is another way of getting more traffic to your website. Content Marketing deals with creating videos and writing blogs. These business articles are not just composed of fancy words but also contain the thirst for getting more traffic and leads. You should be able to distribute your content right.

Next, we’ll talk about the Anchor Text that is used for creating links off the page.

Anchor Text

This is a visible and clickable text in the hyperlink. These links are the ones you can find in any article when they are linking to another web page. It is often the blue and underlined text.

Example:

<a hrefs= “https://www.edureka.co/”</a>

These Anchor texts are used by Search Engines to show how the reflection of how the audience view your website. The “anchor” was used in the previous HTML specifications. Now it’s used as the “a” element.

Non-Link related Off-Page SEO

These factors have a lot more influence on your traffic compared to the ones you’ve got without SEO or Social Media Marketing. These are a few notable ones among the Non-link related Off-Page SEO.

• Social media marketing
• Guest blogging
• Linked and unlinked brand mentions
• Influencer marketing

Note: The net result of each of the activities on your website is to somehow create a reference to your site from elsewhere on the web, reference a link, a mention of your brand or website.

Now, focusing on the backlinks part, let’s see what it is.

Backlinks

Backlinks also called inbound links or incoming links. These are created when one website links to another. The link to an external website is called a backlink.

Google and other major search engines consider backlinks as votes for a specific webpage. It means that the page with a higher number of votes will rank higher on the SERPs.

Example: Imagine I like a post from X on Instagram. I share the corresponding post on my profile and my followers will click on the post I shared. This is actually going to create a backlink to the post from X. It means, here, I’ll not only be including the post from X, but I’ll also be getting more views and clicks because I shared one of the top posts from X. It’s a Win-Win situation.

Why need a Backlink?

Backlinks are important to make sure the audience know about your business. Also. lookout for people to find other sources of information on the same or related topics.

How to get a Backlink?

• Write a lot of guest posts
• Build a good public rapport
• It helps to reduce broken links

Note: To check how many backlinks your website has, paste your domain into Ahrefs’ Site Explorer or it’s free backlink checker.

On-Page vs Off-Page SEO

Comparing the two most widely used SEO techniques, I’ve noted down the major differences between them.

Now, in the last part of this article, we’ll have a look at the benefits of having to use Off-Page SEO.

Benefits of Off-Page SEO

• Increases Ranking:
  It helps your website rank higher on the SERPs hence resulting in earning good traffic.
• Wonderful exposure:
  Higher the ranking more will be the traffic because of the numbers of links, social media mentions and so on.
• Increase in PageRank:
  Getting your website to rank on the first page on Google is quite challenging but, by making use of Off-Page SEO, you will be able to learn about the ranking factors. This page rank number is between 0–10 that is important according to Google and is placed on the first search result page.

With this, we come to the end of this article on “What is Off-Page SEO?”. I hope you are clear about the topics that are discussed and added value to the knowledge of Digital Marketing. If you wish to check out more articles on the market’s most trending technologies like Artificial Intelligence, DevOps, Ethical Hacking, then you can refer to Edureka’s official site.

Do look out for other articles in this series which will explain the various other aspects of Digital Marketing

1. What is Digital Marketing?
2.Top 75 Digital Marketing Interview Questions and Answers

Originally published at https://www.edureka.co on July 01, 2020.