Great SEO, or search engine optimization, starts with on-page SEO: the optimization of a brand’s website.
But did you know that’s only half the battle when it comes to B2B SEO?
On-page SEO and off-page SEO are two different sides of the same coin. If you don’t have off-page SEO as well as on-page SEO, you’re missing enormous opportunities for your brand.
Off-page SEO is all about creating backlinks and mentions from other websites. The more high-quality links and mentions you have, the higher your website will rank in search engine results pages (SERPs).
In this post, we’ll walk you through how to tackle your brand’s off-page SEO optimization in 2022.
What is Off-Page SEO?
Off-page SEO (also known as off-site SEO) is the term content marketers use to describe actions you can take outside of your website that result in better SERP rankings. Think of these actions like virtual endorsements. The goal of off-page SEO is to get other sites to link to your site, mention your brand, and reference your site.
This helps improve your site’s trustworthiness, relevance, and authority, thereby pushing your site higher up in the search results when people search for a keyword relevant to your brand. And what brand doesn’t want to be the top listing on Google?
But getting there is a long-term, strategic process that involves pairing good on-page SEO with robust off-page SEO. What’s more, it’s an ongoing process—you can’t let up even when you do break into those top five results on Google.
How Important is Off-Page SEO?
Off page SEO is one of the most important aspects of SEO and B2B marketing. It is the process of optimizing your website and its content to rank higher in search engine results pages (SERPs), and increasing your website’s visibility to attract more visitors. There are many factors that go into off page SEO, including link building, social media, and PR. One of the most important aspects of off page SEO is link building. In order to rank higher in SERPs, your website must have links from high-quality websites. The more high-quality links your website has, the higher it will rank. In order to build high-quality links, you must create valuable content that other websites will want to link to. You can also use social media and PR to attract links from high-quality websites. Off page SEO is important because it helps your website rank higher in SERPs, which means you will attract more visitors. If you want your website to succeed, you must focus on off page SEO.
13 Off-Page SEO Tips That Work:
How do you master off-page SEO? With planning, good execution, and intention, it can. And in this guide, we’ll look at 12 ways to master SEO off-page optimization in 2022.
- Backlink Profiles
- Competitor Backlink Research
- Internal Linking
- User-Friendly Site Design
- Content Creation
- Influencer Marketing
- Expert Authors
- Social Media
- Utilizing Columnist
- Content Partnerships
Off-Page SEO Tip #1: Take a Look at Your Backlink Profile
What is a backlink profile? It’s a profile of all the sites that link back to your site. Just as you’d want reputable people to endorse your brand, the same rule applies to your backlinks.
A bad sign would be a backlink profile filled with spam sites. Search engine algorithms likely don’t find those sites trustworthy, which could diminish your SERP level. But if you have ample, reliable backlinks from legit sites, you’re in good shape.
To gauge where your brand stands, there are tools designed to excavate your backlink profile information. For instance:
You should not only check which sites are included in this list, but you should also look at home many times the link to your site and pages that get the most clicks.
Off-Page SEO Tip #2: Then check your competitor’s Backlink Profile
Smart content marketers know that the key to making intelligent insights is having all the data. So checking your own backlinks isn’t enough. You need to look at your competitors’ backlink profile information as well.
The best way to make intelligent insights is to have all the data. So checking your own backlinks isn’t enough. You need to look at your competitors’ backlink profile information as well. This will help you understand what strategies they are using to get links and how you can adapt and improve your own techniques.
So, how do you go about performing competitor backlink analysis for your off-page SEO strategy?
There are a few different ways to do this. You can use a tool like Ahrefs or Majestic to see a competitor’s backlink profile, or you can use Google Search Console to view a competitor’s backlinks.
Once you have the information from these tools, you can start analyzing it and looking for insights. Here are a few things to look for:
- The types of websites that are linking to your competitor
- The number of links from each type of website
- The authority of the websites that are linking to your competitor
- The types of content that your competitor is publishing that is getting links
- The strategies that your competitor is using to get links.
By analyzing this information, you can start to see what is working for your competitor and adapt and improve those strategies for your own website. Understanding how competitors stand up to you will help inform how you improve your off-page SEO moving forward.
Off-Page SEO Tip #3: Diversify Your Backlinks
As important as backlinks themselves are, you don’t want all of them coming from the same general type of site. If all you’re getting is backlinks from blogs, or industry publications—both of which are certainly good on their own—it means it’s time to diversify. You’ve achieved success in one area, and can start to move on to others!
Because you need to give your site the best chance to rank for a variety of keywords. And if you only have a couple of links from high-quality sources, you might be limiting your potential. Plus, you never know when one of those sources might disappear. If all your links come from a single blog, for example, and that blog suddenly goes offline, your site could be in trouble.
So how can you go about diversifying your links?
- Write guest posts for popular blogs, and request a backlink for each post.
- Target your PR efforts at Tier 1 publications, requesting backlinks for any coverage that comes to fruition. (Do be prepared to be turned down, however, as this is earned coverage, not owned.)
- Submit your product to review sites for reviews
- If you’re a guest on a podcast, ask if the host will include a backlink to your site in the show notes.
- Get links from local businesses since they’re likely to be more relevant to your site than links from other websites
The key is to experiment until you find a tactic that works well for you and your site.
Diversifying your links is an important part of any SEO strategy. By using the off-page SEO tips above, you can give your site the best chance to rank for a variety of keywords.
Off-Page SEO Tip #4: Update Your Internal Links
Internal links aren’t just an excellent way to keep people on your site (although there’s that too). They also feed Google and other search engines and help them understand how your website functions. They also give individual page value and help improve your SEO.
To set yourself up for great off-page optomization, you need to start within, and that means linking your own content on your site. For instance, does your brand blog have a three-part series on a certain topic? Then be sure each subsequent post links back to the original post and the second post and maybe to another similar topic. Content marketers generally shoot for at least three internal links per page.
There are a few other key things to keep in mind when linking your own content:
- Internal linking helps to set up your site for great off-page optimization. When you link to your own content, you’re telling Google that the content is important and should be ranked higher
- Internal linking also helps visitors to navigate your site, and can keep them on your pages longer
- Internal linking is a great way to distribute link juice throughout your site. By linking to your own pages, you’re passing on some of the link authority to those pages
- Internal linking can help to improve your site’s SEO by providing keyword anchors that help to rank your pages higher
When you’re creating links, be sure to use keyword-rich titles and descriptions that will help to improve your site’s SEO. Also, be sure to use anchor text that accurately describes the content of the page you’re linking too. And, finally, make sure that your links are placed in a way that makes sense for visitors.
Off-Page SEO Tip #5: Tidy Up Your Site
Have broken landing pages? Users, who keep getting 404 Errors? Or just a wonky design? Tidy it all up. You need a smooth, easy to navigate site before you can earn excellent off-page SEO.
In today’s online world, your website is your business’s front door. It’s the first impression that potential customers have of your company, and it’s what they use to determine whether or not they want to do business with you. This is why it’s so important to have a well-designed, user-friendly website that accurately represents your business. If your website is cluttered, outdated, or difficult to navigate, you’re going to have a hard time attracting and retaining customers.
Try to keep your website’s layout simple and easy to follow. This will make it easier for your visitors to find what they’re looking for. Also, make sure your website’s visuals are up to date. Keep your branding consistent and use modern fonts and graphics. If your website looks dated, it will give potential customers the impression that your business is also outdated.
If you’re unhappy with your website’s design, don’t despair. There are plenty of things you can do to improve it. Follow the tips listed above and you’ll be on your way to a more user-friendly and SEO-friendly website.
Off-Page SEO Tip #6: Create Amazing Content
It’s no secret that content is king in today’s online landscape. If you want to get links to your site from other reputable brands, thought leaders, or sites, you need to produce content they’ll want to share.
Good content is fascinating, entertaining, titillating, or informative that a person feels compelled to pass it on and give someone else a taste. It’s the kind of content that people can’t help but share, because it’s just that good.
If you want your content to reach new heights, you need to make sure it’s something people will want to share. It should be interesting, informative, and entertaining, and it should appeal to a wide audience. You also need to make sure that it’s authentic to your brand and resonates with your audience.
If you can come up with something that people can’t help but share, you’ll be well on your way to success. However, remember that good content isn’t limited to the written word. It could be videos, images, or even music. No matter what type of content you choose, make sure it’s authentic to your brand and resonates with your audience. If you can do that, you’ll be well on your way to success.
Off-Page SEO Tip #7: Reach out to Influencers
There’s a reason marketers encourage brands to partner with influencers; backlinks from these powerful individuals can have a big impact on off-page SEO. Archive this by reaching out directly or finding that an influencer already uses your brand’s product, asking them to link back.
Why is B2B influencer marketing so valuable to off-page SEO?
There are a few reasons. For example when an influencer links to your site, it sends a signal to Google that your site is authoritative and trustworthy. This can help your site rank higher in search engine results pages (SERPs). Also, when an influencer links to your site, it can result in more referral traffic. This is because people who follow the influencer are likely to check out the link they’ve shared, which can result in more leads and conversions for your business.
It’s important to make sure that you’re providing the influencers with valuable content that they can use to inform their followers. This will help increase the chances that they will link to your site.
If you’re looking for more ways to improve your SEO, check out our guide on B2B SEO.
Off-Page SEO Tip #8: Put Your Experts Out There
Expert authors are a great way to increase off-page SEO and it only requires that you have a staffer volunteer to guest blog on another site. In almost all cases, these arrangements result in backlinks, with the host blog linking back to the brand’s site.
There are a few things to keep in mind when arranging a guest blogging campaign:
- Make sure the site you’re guest blogging on is reputable and has high Domain Authority (DA)
- When pitching a guest blog post, make sure to pitch a topic that’s relevant to the host blog’s audience
- Include a link to your site in the author bio, and make sure that the link is nofollowed
- Make sure that the guest blog post is high quality, and proofread it before submission
- Make sure that the guest blog post includes images, infographics, and other multimedia content.
These are all great ways to build authority both with the blog’s audience and within search engine algorithms.
Off-Page SEO Tip #9: Talk It Up on Social Media
So you have a Twitter, LinkedIn, Facebook, Instagram, and TikTok brand account. Great. That’s step one. Step two is using those platforms to engage with your audience to build your brand and your off-page SEO.
When you provide valuable content and a great user experience, your audience will be more likely to link to your content from their own websites. Additionally, you can assign one staffer to do so – this will help you to focus on creating quality content and growing your backlinks.
Off-Page SEO Tip #10: Customer Reviews
Reviews make up a huge chunk of reputation management and are a massively underrated off-page SEO strategy. Google uses reviews to derive brand signals that can influence your ranking in search results.
Online reviews have a significant impact on consumer behavior. In fact, 88 percent of consumers say they trust online reviews as much as personal recommendations.
Not only do online reviews influence buying decisions, but they also have a direct impact on a company’s bottom line. Given the importance of online reviews, it’s no wonder that reputation management has become such an essential part of SEO.
Here are a few tips for optimizing your online reviews:
- Claim your business listings on review sites
- Monitor your online reputation
- Respond to reviews
- Include positive reviews on your website, social media pages, and marketing materials.
Online reviews are an essential part of reputation management and SEO. By following these off-page SEO strategies, you can optimize your online reviews and improve your online reputation.
Off-Page SEO Tip #11: Become a columnist
Many CEOs and business owners write op-eds to get their name and business in front of a wider audience. And, it’s not a bad idea – writing a column for a local, regional, or national paper often includes an online edition that will almost always include a short bio of the author with a backlink to their business.
But, before you start writing your own op-ed, there are a few things you should keep in mind.:
- Have a strong opinion on the topic. Authority figure will take your opinion more seriously if you’re writing about something you’re passionate about
- Make sure your argument is well-reasoned and well-written. This is your opportunity to make a good impression on your audience, so make sure your argument is clear and easy to follow
- Personalize it! Your audience is more likely to pay attention if they feel like you’re talking directly to them.
This is a great opportunity not just to get a backlink to a reputable paper, but an opportunity for the content to be shared to a wider audience who may not know of your brand or business.
Off-Page SEO Tip #12: Submit Your Images
Why does Pinterest turn up so high in searches for images? Because it’s a great way to increase backlinks. Optimizing your images with the proper URL and title tag, then submit them to sites like Pinterest, flickr.com, or imgur.com
Pinterest is a great way to increase backlinks because it is a visual site that allows users to share images. When you upload an image to Pinterest, you can include a link to your website in the description. You can also add a title and description to your image. When someone pins your image, they will include the title and description you provided. This will help to increase traffic to your website. Additionally, you can submit your images to other sites like flickr.com and imgur.com. When someone clicks on the image, they will be taken to your website.
Off-Page SEO Step #13: Test Content Partnerships
Want to double your content promotion? Team up with a partner to share the love. When either of you publishes something, share it on both sites and you’ll get twice the audience and, naturally, double the backlink opportunities.
This mutually beneficial opportunity should be made wisely. You want your partner brand’s identity to align with yours. That means ensuring that you both have similar goals for your campaign and agree to follow through on both ends so that you both win.
Ready to Perfect Your Off-Page SEO?
Does all of this sound amazing but exhausting? Rather have someone do this for you? You’ve come to the right place. Zen Media specializes in savvy, sophisticated content marketing. We know the SERP and CTR acronyms, so you don’t have to. We have the content writers, strategists, and developers on our team, so you just need to hire one agency, not a dozen independent contractors. We can help you master your off-page SEO this year. Contact us today!