What is off-page SEO?
Off-page SEO is the act of optimizing your brand’s online and offline footprint through the use of content, relationships, and links to create an optimal experience for prospects and search engine crawl bots. It typically leads to gradual increases in positive brand mentions, search rankings, traffic to your site, and conversions.
Sounds fairly straightforward, right?
Well, for the attorney seated in front of me in my kid’s elementary school lunchroom, I might as well have just told him the earth is flat.
"That makes no sense to me," he said, pushing his chin forward and tilting his head, as if waiting for me to admit that I was pulling his leg. "You mean, there’s all this stuff [an SEO] does on my site? And there is stuff that we — me, my team and [the SEO] — should be doing off our site as well? That’s like telling me, 'It’s not enough that you live and pay for a nice house in a gated community. You also need to guard the gate to the community and pick up trash along the road leading up to your driveway.'"
His example could not have been more apt.
"Not caring about off-site SEO is like having that great house in the gated community, but none of your friends want to visit because they’ve heard from others that it smells like vomit on the inside, and no one they talk to can either confirm or deny it."
By imagining your website as a home you'd like people to visit, it's easier to see the value of off-site SEO.
I continued: "It’s not enough to only care about your website/brand or your house/neighborhood; you must always be working to enhance its reputation to ensure others will desire to visit/learn more about it."
He saw the light.
"So basically we do off-site SEO to ensure the work we do onsite and as a brand are most effective?" he asked.
Exactly!
Why your brand cannot afford to ignore off-site SEO
In the SEO world, we don’t need to be convinced of the value of off-page SEO.
We know that well before people seek our brands out, they have formed an opinion of it based on reviews, comments from friends, family members, or online acquaintances, and whatever information we can glean online or offline (apart from your website).
Therefore, we’d be fools to disavow making off-page SEO a priority, given how important it is.
However, the more common mistake — among SEOs at least — is to see off-page SEO through only the prism of link building, which, while important, is not the be-all and end-all of off-page SEO.
That is, in working to build your brand’s off-page SEO prowess, links are certainly a benefit, not the goal.
Think of it this way:
- Goal of off-page SEO: To accumulate positive signals and interactions for your brand, with the hope of those factors being a net positive.
- Benefit(s) of off-page SEO: Brand mentions, positive reviews, links, etc.
So while it’s important to think of links when making off-page SEO a priority, it’s also vital that you (a) view them in context (important but not singularly so) and (b) give priority to the host of factors that lead to off-page SEO providing a boost for your brand.
Those factors include, but are not limited to, creating an excellent, worthwhile product or service; guest posting on popular, relevant blogs; building relationships with influencers; earning positive press; capturing positive reviews and responding to negative reviews; and monitoring mentions of your brand, to name a few.
Because our goal is to create a post that’s accessible, interesting and immediately useful, we’ll break down what we think are 8 key areas worth focusing on for off-page SEO under three umbrellas:
- Brand
- Audience
- Content
The intention is to provide a prism through which you can more easily categorize your efforts and a framework by which you can make those efforts a reality.
Brand
"No amount of SEO in the world can help a crappy product or service (at least not for long)." This is a sentence I frequently utter to folks who refuse to prioritize what they offer in favor of trying to put lipstick on a pig.
#1: Create a 10X product or service
When your product or service is recognized as the best in its class, your job as SEO becomes much, much easier.
That’s because both online and offline, people are likely saying great things about the product and brand, which leads to visits to your website, positive reviews on third-party sites, and increased sales of the product.
This only occurs, however, if you focus first and foremost on creating the best product you can.
Easier said than done, I know.
Here’s a great place to start, depending upon where your product/service is in the evolution cycle:
- Existing product: Deliver the goods on features customers would most benefit from based on requests and complaints online regarding competing products.
- New product: Focus on the most essential benefits your new product can provide to the prospective audience. When you do this, you remove objections and features present themselves.
#2: Customer service
No one who’s watched the United Airlines meltdown needs to be sold on the value of customer service as an effective asset for off-site SEO. The brand will be paying for that epic disaster for years as millions of folks continue to share the video and images of the event.
It’s not hard to imagine how poor customer service has made the brand’s SEO and PR teams’ reputation management efforts a nightmare.
For your brand, focus on a singular goal: Leaving everyone your brand/brand spokespeople comes into contact with — online or offline — feeling as though the interaction could not have been more positive.
For example, at in-person events, make sure staffers wear a smile, empathetically interact with everyone they meet, and go out of their way to answer questions or provide general help. It also means ensuring any content you create leaves people feeling good about your brand.
It’s unlikely this billboard was much of an off-page SEO benefit to SouthBendOn.com.
# 3: Focus on web searchers' intent
Turns out the old cliche that “you attract more flies with honey than vinegar” is very relevant to SEO. People are typically more willing to buy and use your products and services if they can first find them.
A lot of times, our products and services fail to live up to their full potential because we aren’t matching our offering to the needs of our prospective audiences.
A great example of this is creating and sharing content without keywords the audience might be using to look for a similar product.
In addition to matching titles, descriptions, and keyword phrases to searcher’s intent, make sure you focus on where the content is shared and discussed.
It also starts with putting the needs of the audience first.
“For uncovering searcher intent…[s]earch, refine, broaden queries, talk to people, read discussion threads, have empathy,” wrote Rand Fishkin in a recent tweet.
Use Google Autosuggest, Keywordtool.io, Keyword Explorer, and Answerthepublic.com to get in front of what it is people are looking for online relative to your product or service.
Audience
The better you know your audience, the more easily you can interact with, share with, and learn from them.
What does this have to do with off-page SEO? Everything.
Next to no one wakes up and decides to interact with your brand.
#4: Have a responsive social media presence
A typical search comes about because a person has an unmet need (e.g., "where is the nearest pizza joint?") or has a question they’d like answered (e.g., “how tall is the biggest building in Tokyo?”).
After using Google Autosuggest to find the answer, they’re likely to visit social media to learn more, ask questions, and interact with their friends, family members, and acquaintances.
You see where we’re going here, right?
Social media must be an invaluable component of your off-page SEO strategy.
It’s much easier than most brands think, too:
- Be there: If you have a social media account, make sure someone is monitoring it and can answer questions and respond to comments in a timely fashion.
- Be human: People online expect genuine interaction, not robotic responses or constant brand promotion.
- Be proactive: One of the best things you can do to help your brand is to use social media to be seen as a resource for the online community in the vertical you serve. Even if someone asks a question about a product or service you don't offer or that is offered by a competitor, don’t be afraid to chime in and offer praise when due.
As you can see, the price of unresponsiveness on social media negatively impacts far more than SEO:
#5: Build connections with social media/online influencers
When people say “Social media does nothing for my brand,” most SEOs must think, “Oh, but how wrong you are.”
Whether it’s the largely unmeasurable dark traffic social sends to your site or the connections with a base of people who could be customers or supporters at some point, social media can be an asset for any brand, if used wisely.
For off-page SEO, one of the biggest benefits of social is the ability to create and nurture lasting relationships with influencers, those people with huge reach in the way of name recognition, myriad followers and fans, and connections with numerous high-ranking websites.
They’re also typically very much connected with other influencers.
As we see in the image below, even if Google isn’t using social signals to help determine rankings, the interplay of influencers and the sites they represent, like, and visit makes being on their radar a positive.
Image source
An effective strategy for enlisting the help of influencers to boost your off-page SEO is to get to know them in person, at events, and online via group chats/tweets and such, which puts you on their radar without much heavy lifting on your part.
Then, in the future, when you do create and share content, they’re more likely to recognize you and your brand and might share the content themselves.
Even better, later on, after you’ve developed a stronger relationship, you might even collaborate on a piece of content — for their site, your site, or a publisher such as an online magazine.
#6: Recommit to frequenting forums and discussion boards, and comment blogging
Want to get noticed by your desired audience and the influencers they follow?
Visit the most popular blogs in your vertical, and leave comments. In recent years, comment blogging has fallen off in popularity, in large part because comment spam led to most blogs no-following their links.
For the purpose of off-page SEO, links are less of a priority.
Your goal is simply to be where the action is and to leave a thoughtful comment that might catch the eye of the blogger, the platform’s editor, and any influencers who might be reading the content.
The same applies for sites like Reddit and Quora, where you can follow topics specifics to your brand or vertical and quickly get noticed for being knowledgeable, thoughtful, and empathetic in answering others’ questions or helping to drive discussion.
The SEO subreddit is very popular, frequented by many of the big names in SEO.
The relationships formed on these platforms have a way of paying huge dividends and can be invaluable for off-page SEO and reputation management.
Often someone notices your comments on one of these platforms, starts following you there, and then later does a Google or LinkedIn search to learn about you or your brand, which ultimately leads them to your website, where they might sign up for your newsletter or subscribe to your blog.
#7: Quit guest blogging for links
You read that right.
Instead of guest blogging solely for links, use this tactic to help you build a rapport with some of the top publishers, editors, influencers, and brands online.
If done correctly, the links do come. But as long as you make links the priority, whereby it’s obvious that you’re looking for a transactional relationship as opposed to one that is mutually beneficial, the tougher it’ll be for you to use guest blogging effectively for off-page SEO.
Read, leave comments on their blogs, and connect with the top publishers in your vertical — or publishers that cover your vertical. Once you have developed a rapport and, hopefully, have a reputation for creating quality content, inquire about creating a guest post for the platform, assuming that option is available.
Even if that door doesn’t open, you’ll be able to hone your pitch and eventually get a foot in the door with other publishers.
Remember, too, that your website is but one tiny fish in a vast ocean of options. You need to connect with others in many places off-site to build the reach and influence that’ll drive attention and visits to your site, which is where guest blogging can big a huge asset.
Your brand's success depends upon a lot of factors outside your website. Image source
“Should you do guest posting for SEO? As a primary objective, I’d say no. But… reality is that the indirect impact remains very powerful,” wrote Stone Temple Consulting’s Eric Enge. “There is nothing like building your reputation and visibility to cause people to want more of your content. You get to build up your own audience, and ultimately some of these people will find their way to your site, find great content there, and link to it.”
Content
When most people say, think, or write "content," they most often think of text, images, videos, and information shared via social media.
In reality, content represents the entirety of the experience your brand designs, creates, and shares online and offline, from logos and tag lines to personnel, phone calls, signage, blog text, images, videos, etc.
If a prospect or customer can interacts with it, you’d better believe it’s content.
And before you offer up, "Well, Ronell, what if one of my staffers has mustard on her shirt in a video we post online?" (Trust me, someone would ask that.) "Is that content, too?" Yes, that faux pas is part of the content experience a prospect or customer could have with your brand.
In fact, it's the sort of thing that can lead to someone seeing your company as not having all of its ducks in a row, injuring your reputation in the process.
#8: Experiment with content types
But don't fret. When it comes to off-site SEO, the main thing I want you to focus on with regard to content is to see beyond text.
I’m a writer. I love words.
As a newspaper reporter, I always argued with my editor when he said “Words without images lead to words getting ignored. Images sell.”
The same for video. People eat it up.
You’ve no doubt heard that mobile is gobbling up the world as I write this. Well, guess what those untold millions are doing on their mobile devices?
Largely consuming videos, which are expected to account for 85% of the content being shared online by 2019. Snapchat, Instagram, or Facebook Live, anyone?
Image source
Videos and images can be a huge boon to your brand's off-page SEO, largely because they can both be a low-investment/high potential vehicle used to drive awareness and traffic back to your site, enhancing your off-page reputation in the process.
A few low-cost, low-effort ways to use video and images include:
- Post how-to videos on YouTube, which is the second-most visited website in the world and the #2 search engine behind parent company Google. What's more, popular videos can and do rank in the SERPs.
- Share daily musings or recaps of distillations of recent events via Facebook Live
- Snap meeting or office funnies via Snapchat
- Compose image albums on Imgur, Flickr, and other popular photo-sharing sites
- Tweet videos of interesting things you notice throughout the day
Video and images are great way to show some personality and make your brand feel human, real, and alive to people who might not have heard of your company, or who've only recently discovered it.
They can also work wonders for your off-site SEO.
For example, say your brand has found that customers who visit your white papers have an increased likelihood of becoming customers. You might shoot video interviews of the subjects or clients featured in the most popular websites, then post the videos to YouTube, in addition to sharing them with the clients to post on their site and disseminate via social media.
This increases the likelihood of even more people seeing the videos and wanting to learn more about your brand.
It's time to think holistically
The complete list of off-site SEO tactics that can bring your brand success contains far more than eight elements.
Our goal with this post is to spur you to think beyond what's comfortable or convenient, and instead consider what's (a) doable in a reasonable amount of time and a reasonable degree of effort, and that (b) has the potential to yield a significant amount of success.
We're convinced that a brand who works diligently to deploy the tactics listed above will be better able to thrive.
Recommended resources:
Brand
- Why You Must Become a 10x Brand
- The Brand Halo Effect: Does Brand Awareness Impact Organic Search Rankings?
- Why is Building Your Brand an SEO Strategy?
Audience
- Do Social Signals Drive SEO?
- Tips and Tactics for Amplifying Your Content
- How to Earn the Amplification of Influencers
- How to Hack the Amplification Process
- Discovering Which Sites Your Target Audience Visits
Very good post, Ronell.
Think holistically is something that I preach since... well, always :-)
A good example of old classic offline promotion tactics that works very well (and that not necessarily costs an arm) is tv advertising.
It is not strange that some of the most interesting "online companies" discovered its power 1) for branding and 2) for influencing search.
A classic example I always present is the one of Trivago.
If you pay attention to its series of TV Ads with the "Trivago-guy" (which, by the way, is a format replicated by Trivago in every market), the words "Hotel" and "Hotel Trivago" are constantly present. Moreover, in each market they show the internal results of what surely are the most common searches in the targeted market (eg.: Hotel London and Hotel Rome here in the Spanish version of the ads).
Playing with a very simple psychological trick, Trivago sees a storm of gazillion branded searches just after every ads, which it buy only for the peak TV audience moments, and doing so Google registers them in its Knowledge Base with these results:
PD: I talked a lot about how to create a synergic on-off campaign in this old post on Moz, where I was talking about Transmedia and how Lego has developed big part of its marketing around it: https://moz.com/blog/seocentrism-what-lego-can-teach-web-marketers
For anyone wondering how does commenting work, Gianluca comment is a really good example
Gianluca,
Thanks for commenting. I always learn a great deal from your comments and your posts. In fact, that Lego post is still one of my faves.
RS
Great comment and link. Thank you!
Excellent post explaining in depth how to build your online reputation. The recommended resources at the end are also very good. Social media increases your visibility and to reach certain percentage of your target audience is actually the best bet. Question and answer sites like Quora also provide you with a platform to demonstrate your knowledge and attract customers and so does Youtube where you can put up videos explaining concepts or demonstrating how to use your product.
I agree, great post Ronell!
I think the same, thanks for the post! (:
Though Social Media is good to build you reputation but its links not work much better for long term. Blog commenting is best source to bring traffic to your site and it work fabulous.
Thank you, Joseph.
RS
Thank you Ronell! I have seen this work, recently #2. A company of ours focused on customer service and we got really great recommendations based on that. Moreover, we saw blog posts praising our efforts in that direction. As expected, those posts passed on SEO value. So yes, off-page will influence your brand, reputation, and rankings.
Great summary.
The only thing I can add here is, "AKA Public Relations."
This is another great example of how we need to stop renaming things and start realizing that what we're doing has been around forever, it just needs to be thought of as "Public Relations in an era where search engines exist."
Not only does this update the exist PR core of people with new tasks, but also opens up their minds to use well established tactics, but with search in mind.
Plus, "off page SEO" sounds ridiculous... ;-)
I hear ya', Jeff. I am a huge PR fan. Sadly, it gets drowned out in the SEO & content marketing worlds.
RS
I absolutely agree with you, offsite signals do indeed play a huge role in the success of an ongoing SEO campaign. Building a brands awareness with it's audience can work wonders on a campaign. My question, in regards to this topic are: A) How to you find the balance between doing normal, day-to-day SEO work and the off-page stuff that has a bit less visual return? B) How do you continue to show your value while working on these off-page signals?
Thanks Ronell for sharing great strategies about off page SEO. I simply agree with your 10X idea and also with guest writing. Thanks again.
Thank you, Hamid.
RS
Excellent inforamtion provided here in this article. Thank you so much for sharing!
Thank you roe reading the post, David.
RS
Hi Ronell,
There is another place that we have been focusing upon with clients that isn't on-page SEO, but many people might not think of as Off Page SEO because of the location of those efforts. We've been looking and and making recommendations on how a client appears in search results.
These include whether a knowledge panel appears for a client, and what shows up in that knowledge panel, as well as rich snippets and featured snippets (and now similar items in image search). Google now provides links to web reviews and snippets from critical reviews and Google Reviews; and indication of how busy a business might be at different times of a day. More than one knowledge panel may show up for a business that has more than one location, as well.
We have also been having clients show up for featured snippets, above organic results, too.
How you appear in search results these days is much different than at what position you may appear at. It can reflect upon your brand, and reach out to answer questions your audience may have about what you offer.
Thanks.
Bill
Thanks for adding your wisdom, Bill. A great point you make. It really gets to owning the entirety of the experience, too.
RS
I agree with you but importance of off page seo stands there. Without blog commenting you cant get unique traffic. Social media links are also largest source to get traffic which will increase you alexa and page rank. We miss another source which is wp themes.
Sufyaan
Another must post here in Moz. We have some homeworks after reading it.
I love all the detail in this post! And I agree, understanding the intent of the person searching for information goes a long way to delivering high quality content to them. At the end of the day, it comes down to trying serve people better.
Thank you, Evelyn. You hit the nail on the head: It really is about over-delivering on service.
RS
This is such a great analogy for a topic that's not always easy to explain. I get it all the time...what's the ROI? Where's the traffic? What sales will we get?
Not always that simple. This isn't PPC Lol. We're playing the long game here.
Hi Ronell,
Great coverage of Off Page SEO and love the use of house as an analogy. I agree with Jeff where he says its kinda like PR. It's no easy task though, responding to as well as interacting with audiences. Because to them you are providing a service of sorts and if there isn't quick problem resolutions then they turn elsewhere.
thanks for sharing.
Deepak
Awesome read Ronnell, we especially agree with the 10X Better Product of Service, and connecting with influencers (or linkreators) in your niche. Great strategies that often get overlooked, and we agree with all 8.
Thank you. I feel that getting brands to focus on being 10x will better enable them to create content that moves the needle.
RS
Sometimes it is really hard to find influencers to work with :) I live in Ukraine and I study tea. Literally, there are no people to reach to. Only a few people study tea here, but usually they don't share their results on the web. On the other hand, there are a lot of e-commerce websites, who post low-quality info about tea, but they dominate the market. It is a pain to read so many SEO articles which give guides to amplify content through working with influencers and yet being unable to find those people :) Thank you anyway for a great article!
Making the Guest Post as a part of link building strategy, break the user’s trust and abuse the editor’s goodwill. Well explained Ronell Smith.
Great post! I really like your #7 strategy which is Quit guest blogging for links.
Nice SEO strategy to build strong online reputation for your business.
this article is super helpful! what i want to know is that is directory submission still a thing? if it is, how important is it?
Example of the house is amazing in showing the importance of Links. Indeed the article represents the value of promoting brand excellently. But, as a newbie in the SEO, I'm not clear about one thing and that is - how to promote brand organically. It'll be my please to get some direct ideas on promoting brand organically.
Very good advice Ronell! We return to a comment I made in another post, where I say that today what we must pay more attention is to add value to our visits, not to sell smoke that we are better than others. I believe that as life itself, things are demonstrated with facts and not words
Thanks for the post I just started my career as a digital marketer i though guest blogging would really help SEO but your article giving me second thought i think i have to concentrate more about the other aspect other than the guest blogging thanks for the sharing
It is a great content. I just want to know that what do you mean by 10X product or service?
Best explanation is a product or service that would be viewed as multiples (10X) better than what's offered by the competition.
RS
Great post, Ronell! I feel like you just described the last 10 years of my work - both for clients & my own business. And consider this my 'working on #6.' :)
Hey there stranger,
Hope you're doing well. Thanks for the kind words.
I know you're killing this stuff.
RS
Its post like these that are helping me get a new and better understanding of SEO and what I need to do. I've leant so much recently and this just added to it.
Thank you, Sean. We all have much to learn.
RS
Excellent advice here. Thank you for sharing.
Love the house analogy. Thanks for the excellent post!
Excellent post!! experiment with content types is most useful techniques..
Thank you, Viral.
RS
Thanks. It's helping me reach more knowledge. Thank again for your post. So i have question for you: Should I put links at forums with DA >= 30 but PA = 1?
I say take editorial links anywhere you can get them, Thanh.
RS
Guest posting for SEO works for branded KW's and (personal) brand awareness. I've created a content plan for websites which are open for guest blogging and I'm trying to work hard on that strategy. The thing is that writing a HIGH quality guest post is sooo time consuming that you need to chose wisely for which page are you going to write. My ambitious plan is to write for MOZ so hopefully I'll get there one day. Cheers, Martin
It is time-consuming. However, that ensures it remains a worthwhile, viable asset and helps weed out the less committed.
If writing for Moz is a goal, do this:
RS
I really agree with your explanation here and this information is so important to me as a beginner in the world the SEO..Thanks alot
Thanks for reading the post.
RS
i haven't read any article on off-page seo like this one thank's Ronell
Thank you, Bhagvat.
RS
I think many people focus only in linkbuilding. And I also think that it is the most important off page ranking factor, but I have never built a link and I like to attract nice visitors who build those links themselves. For it, I use a lot of social media strategies, really interesting inbound contents and tons of hours thinking of who would be my exact objective public. But the other factors you are commenting in the article are more important each day, and people will have to stop building so many links (a point that I hate).
Thanks for reading the post. As you write, the key is to experiment, and then to continue to refine and revise to figure out what works best for your brand.
RS
Great post Ronell. Anyone suggest me which are the best off-page activities that helps to grow business.
Thanks for reading, Amit. There are no "best" strategies because that's unique to each brand/situation. Experiment and figure out what works best for you.
RS