Who doesn't want to have their website on the first pages of search? When the subject is organic traffic, it is not possible to increase the results and recognition of your brand without a strategy of SEO Off Page.
But if you work with content marketing. You probably already know that, right? The big issue here is that, despite much talk about search engines and ranking, not everyone actually knows how to put SEO (Search Engine Optimization) tactics into practice.
In that case, there's a lot of work to be done, and we can help you! Below, we've gathered the main Off Page SEO strategies and we'll teach you how to apply them step by step.
Here you can find:
- What is Off Page SEO?
- How important is Off Page SEO for search engines?
- How can backlinks help an Off Page SEO strategy?
- How to do Off Page SEO?
- Prioritize the production of shareable content!
- Do link building!
- Focus on producing guest posts!
- Use social media to your advantage.
- Watch out for toxic backlinks!
- Watch out for broken links!
- SEO Off and On Page: what is the importance of uniting these two strategies?
In the end, Off Page SEO what is it? If this is a "new" term for you, it's important that before we move on to the walkthrough, you dive deep into this universe.
In the next topic, we will explain what this SEO strategy is and its importance for search engines. Come on?
What is Off Page SEO?
In summary, Off Page SEO is a set of strategies made outside your page with a focus on increasing your website's ranking and relevance.
In fact, Google needs more than to identify your page structure. The engines need to understand how you interact on the web, that is, what other sites think about your content. And that's where Off Page SEO tactics come into play.
How important is Off Page SEO for search engines?
If you are wondering how to rank your website on google, know that the secret is in Off Page SEO.
Fundamental in marketing strategies, Off Page SEO shows search engines that your site is recognized by another and proves that your content is reliable and important.
Furthermore, with the SEO techniques, you can increase your page's authority for search engines.
Still, according to a survey made by Moz, the strategies of SEO Off Page have a relevance of about 50% in ranking on search pages.
It is also worth remembering that when it comes to Google, the platform takes into account more than 200 factors to define the pages that will be in first place, and most of them are part of the Off Page SEO strategies.
How can backlinks help an Off Page SEO strategy?
From this moment on, you will hear a lot about links, after all, as the Internet is made of links, it is clear that this is a fundamental element in your strategy.
And that's why the famous backlinks couldn't be left out when it comes to Off Page SEO. Okay, now you must be wondering: "what is backlink?", got it right? Backlink is an external link from one web page that directs the reader to another.
Do you know the links you saw throughout this post? Some of them direct you to other pages, don't they? Those are the backlinks. And it is thanks to this strategy that Google identifies your relationship with other sites.
In practice, the more pages that mention your content and share your link, the better it is for your site. Did you understand? Now that you can visualize how this is done, it's time to learn SEO tactics. Prepared?
How to do Off Page SEO?
By now, you've already understood in depth what Off Page SEO is and, after so many benefits, you must be wondering how to execute one of the greatest digital marketing strategies.
So, it's time to get your hands dirty and deepen your knowledge in practice! Keep reading and discover six valuable tips to start doing SEO and improve your ranking in search engines.
Prioritize the production of shareable content!
SEO On Page e Off Page have one thing in common: content marketing. Both strategies need quality content to get the most effective results.
In Off Page SEO tactics, good production can increase your chances of having your content shared naturally. After all, it's much easier for another site to decide to share your link when that content is relevant.
When it comes to content marketing, the tip is to prioritize the production of useful materials that answer all the reader's questions, whether e-books, infographics, or even blogs like this one.
When planning your content, think about whether it deserves to be clicked and linked by another site. Is it a material that will arouse the user's attention? If the answer to all your questions is yes, then you are on the right track.
Do link building!
You know when we say that the internet is made up of links? With that in mind and knowing that external links can bring authority to your site, it's time to work on them! For this, the best way can be link building.
Link Building is a strategy used to acquire qualified sites on the web. In short, it's a way to get relevant backlinks. After all, you can't go around relating your site to just anyone, can you?
Let's go to a practical example? Imagine that a site like the BBC, which has a high authority, made a publication and linked to your post. In this situation, Google sees this recommendation with great weight, due to the relevance of the page.
Within this strategy, quantity does not mean quality, ok? Many pages can link to yours and not be relevant to Google, in fact, some of them can hinder more than help your performance.
Finally, when you do link building, also remember the context of those links. When investing in content marketing, it's important not to go around distributing links to every paragraph or topic. Here, it is common sense, insert only relevant sites that have a relationship with the subject or the company.
Focus on producing guest posts!
By now, it's clear that links are important tools, right? And to win them over naturally, one of the best solutions is to work on producing Guest Posts.
Guest Posts are content produced within your blog by guests. It is a kind of partnership between websites, which publish content produced by another author on their portal.
For the digital marketing team, this is quite an opportunity to have your material published naturally on another portal and reach a new audience. This content exchange, in addition to bringing more publicity to your website, can directly contribute to increasing your blog's traffic and improving your positioning.
Besides, of course, strengthening your link building strategies. After all, with the production of content for another blog, you can link to your own site.
At this point, be careful not to get carried away and leave all the links on your blog. Think about the theme, the content proposal and whether that link makes sense with the text.
Use social media to your advantage.
It's nothing new that social networks can be great allies of content marketing. But maybe what you don't know is that they can be important in your Off Page SEO strategies.
By sharing your blog on platforms like Instagram, Facebook and Twitter, some of the biggest social networks in the world, you have the opportunity to reach a larger number of visitors.
Despite not being a ranking factor, social networks are one of the biggest engagement tools, and that's why they deserve your full attention.
With a diverse audience, social networks can help a larger number of people not only see your content but also share it.
In this way, they can contribute both to the recognition and strengthening of the brand and to increasing the visibility of your website, in addition to adding to your link building strategy.
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Watch out for toxic backlinks!
Having your blog linked to relevant pages is the main objective of any SEO strategy. After all, who doesn't want to have their post with a good recommendation?
But since not everything is rosy on the internet, there are also the dreaded toxic sites that can mention your blog and even penalize you.
In practice, toxic sites are those pages considered by Google to be untrustworthy. Usually, they are blogs with little relevant content, link scheme, spam or even viruses.
When several sites of this type mention your blog, it directly affects your positioning in search engines, in addition to the credibility of your content.
To find out which toxic backlinks have been affecting your site, you can use Google's own platform to your advantage. With Google Search Console or Google Analytics, you can identify which websites backlink to your blog and analyze each one.
Another platform that can help you discover toxic sites is Backlink Audit da SEMrush. Within the site, it is possible to find all the backlinks made and contact the content producers to request the removal of unwanted links.
Watch out for broken links!
If you are used to reading content on the Internet frequently, you must have already clicked on at least one page that simply gave an error.
In these cases, only the "error 404" message appears and you are unable to view the content. This is usually due to broken links, i.e. links that no longer exist.
Whether for URL changes, updated or even removed content, broken links can harm your page, as Google understands that your site is not optimized correctly.
Furthermore, broken links can also negatively affect the user experience. After all, as we mentioned at the beginning of this topic, instead of moving on to other interesting content and going deeper into the subject, the user only finds an error message.
Therefore, it is important that your SEO team is always aware of broken links and redirects the reader to the correct sites. In fact, to facilitate this process, there are several tools that can help identify broken links, such as Broken Link Checker, a free verification platform that allows you to analyze up to 3,000 pages.
Another way to identify these broken URLs is through the Ahrefs Site Explorer, where, with just your website link, it is possible to identify which backlinks are damaged.
SEO Off and On Page: what is the importance of uniting these two strategies?
After this walkthrough, I imagine you're eager to put this strategy into practice. But before you jump into action, it's important to remember that search engines don't just take external factors into account, right?
Among Google's 200+ ranking factors, domain authority, link relevance, content length, keywords, page load speed, and much more are taken into account!
In these examples we mentioned, you can see how both the elements outside your blog and inside it are evaluated, so when it comes to website optimization and ranking, the tip is to unite the SEO on page e off page.
Within your strategy, both tactics are essential and can increase your chances of reaching the dreamed first position on Google. But for that, you need to optimize all of your content, even an image that you insert.
In case you don't know where to start, our last post can help you! Learn about the importance of On Page SEO and discover step by step in our SEO Training: the checklist for ON PAGE optimization. Learn how to improve the relevance of your content and use the right strategies to increase your page's organic traffic!