off page seo comprehensive guide

Off-Page SEO: Comprehensive Guide & How to Benefit from It?

Have you asked yourself why you aren’t able to steal that #1 position on the SERP? Even after implementing the best of On-Page SEO techniques, your website is not getting more traffic, leads, and revenue. As digital marketers, we cannot always predict the on-point reason for how search engines rank the sites. But what we can do is, take care of the technical works that will help boost the credibility and authority of the site.

So, in this guide, we will learn everything about Off-Page SEO and how it helps to improve a site’s organic ranking.

What is Off-Page SEO?

Off-Page, as the name suggests, includes everything you do away from the webpage to increase its ranking in the SERP. As said earlier, off-page SEO goes beyond link building. For instance, if you write a guest post or blog or leave a comment on some other site, it is Off-Page optimisation.

Simply put, it tells Google what other people are talking about your website.

Why is Off-Page SEO important?

Google considers various factors for ranking a website, and ‘Link Building’ is one. Every link from other websites endorses your brand to Google and says that your website is important.

Now, for example, if two websites have similar web page content and use similar on-page SEO marketing, how does Google decide which is the best?

Google considers the following backlink factors:

  • Relevancy: The website from which you’re acquiring the backlink must be relevant to your industry.
  • Authority: The website must be well-established and hold authority in the niche. Consider checking their backlink profile, etc.
  • Reputation: Check the website’s reputation based on its traffic inflow, overall reviews, etc.

What makes a quality Backlink?

Everyone wants a high-quality backlink, but not everyone has the right knowledge to make it happen. The factors we mentioned above are the tip of the iceberg, and there are many more attributes that Google considers worthy. A quality backlink consolidates various factors that help generate maximum impact during Off-page optimisation.

5 key factors that you must keep in mind while building backlinks are:

1. The referring domain

More and more backlinks from irrelevant and unreputed websites won’t equate to high ranking. Instead, try and get quality backlinks from unique websites (referring domain) to increase your website ranking and, eventually, more search traffic.

Moreover, the aim is to get the backlinks to the particular web pages you want to rank, not the overall website.

2. The link authority

Quality over quantity wins the drill. Check the ‘authority’ of the website before linking. The higher the authority, the more authority it passes to the page to which it links. So, seek backlinks from a higher authority page for an increased page score.

3. No-Follow/ Do-Follow

Google doesn’t prioritise No-Follow links. While most of the links on the web are do-follow, some are ‘no-follow’. When actively seeking out links from a reputed source, ensure they are ‘do-follow’ for Google to pass on the link juice.

4. Anchor Text

The clickable word that links a web page to another is called the ‘Anchor’ link. Moreover, the anchor text of the backlinks that relates to the overall web page content has a greater influence on the rankings. However, Penguin- Google’s core algorithm penalises sites with keyword-rich anchor texts.

5. Relevance

Backlinks are votes that say your site is better than the others. If a site is backlinking, they are vouching for your business content. But for this to make sense, the relevance of the linking website is equally important.

For instance, if you have a fashion store and get two backlinks from your friends. One of them is a chef and the other an accountant. Who is Google going to trust? Perhaps, none!

This means that the linking website must be relevant to your topic for Google to consider it worthy and genuine.

How do you know that your site is ready for Link Building?

As you think about the growth of your website, you’ll first need to tick off the checklist before diving into link-building techniques. Here we’ll walk you through a few important reasons that hint you’re ready for link building.

> You have great content

You don’t need to have a dozen blogs with no valuable content. There can be only one thoroughly-researched, user-intent, and valuable content nicely curated with all the necessary info-graphics, great data and other information that the readers will find useful. Now when you approach the websites to link to you, they will readily agree as the content benefits them.

Once you’ve a linkable asset (content), you can start to reach out to the websites, and you’ll get some high-quality backlinks.

> You’ve changed your URL

If you have an older site with lots of unnecessary content, you might consider changing your URL or rebranding your website. Start auditing your backlinks so you can prepare a list of all the affected links. This way, you can find out the most influential or popular sites that link to your site and you can rebuild them.

As you reach out to the sites, consider asking them to update their anchor texts containing the link to your URL. If the other website mentions a name you’re changing or rebranding, ask them to update the text, or else you will run into issues. The new link must direct the right way.

> You need faster SEO results

Whether you’re an old player or new to the scenario, link building will fetch you quick SEO results. When you get more backlinks to your site, it increases your site’s authority. As a result, Google quickly takes notice of your fantastic site content and ranks your site. However, before you start link building, ensure that your goals align with the strategy.

As you plan to reach out, think about how the content boosts your business goals. You must be aggressive with content and backlink strategies to take traffic from your competitors.

What are the best ways to improve your Off-Page SEO?

Here are the 11 most effective off-page SEO techniques to help your website rank higher in the SERP.

1. Build the broken links

As per reports, over 41% of websites contain broken links. Do you think it’s a bad thing? The SEO debate continues because, according to Google webmaster central blog, 404 error pages or broken links do not affect a site’s ranking. But, do you think it’s a good experience for the users?

Imagine clicking on an organic search result and getting directed to a 404 error page. Will you ever like to visit that site again? No! This only frustrates the users and lowers the user experience and, eventually, the ranking. Brands lose over 82% of businesses due to poor user experience.

2. Create compelling Infographics

Infographics have and will always work. After all, it generates over 37% more backlinks to any content post. Users love to interact with media, and you can leverage this to your benefit. Many professional marketers use infographics to attract the right audience and grow their traffic. Whether you’re a B2B or a B2C organisation, infographics will always benefit you.

3. Social Media Marketing

Using various social media platforms is a great way to extend your reach. Social media platforms like Facebook, Instagram, Twitter, and LinkedIn can boost more clicks to your content and be a valuable source of backlinks from sites with a higher Domain Authority.

Even though Google hasn’t openly credited the social media platforms, they crawl through the data from the various platforms in the same way as they do from any other website.

4. Guest Content

Providing useful guest content to third-party websites can be an effective off-page marketing strategy. For instance, you can entice the readers’ attention with a ‘how to’, ‘why should’, and other similar content ideas. Reach out to third-party websites with a similar target audience to increase exposure and brand awareness.

Remember, getting valuable backlinks is a two-way thing. You can place content on a website with a high DA score when you provide them with unique and valuable content.

5. Forum Posting

Forum posting is a long-term approach where you identify forums to have meaningful conversations about your business. This gives you exposure to new customers, opportunities to interact with new potential customers and answer their queries, and better understand your audience.

When you find forums that talk on topics related to your business, you can post a message and, when appropriate, add a link back to your site as a part of the discussion. But remember that the link you include must help to answer any user’s query.

6. Local Listing

Local listing is an integral part of off-page SEO in which you mention a local business’s name, address, website and phone number online. You can list them on blogs/ websites, local directories, apps, or social media.

Your business can directly benefit from the increased exposure and online traffic after being listed in the local directories.

7. Reviews

Customer reviews and customer feedback plays an essential role in off-page SEO. The search engine crawlers regularly assess your website based on the testimonials. Therefore, positive reviews will make your site appear trustworthy and valuable, and Google will likely rank it at the top. Also, consider replying to the reviews and answering the various questions.

8. Create amazing content

There are a handful of solid reasons why content is always the KING. Creating valuable and shareable content is a fast and smart way to generate more natural backlinks to your site. It is necessary to research and update your site with fresh content regularly.

9. Social Bookmarking

Are you looking to get quick traffic? Bookmark your site or blog on the various social bookmarking sites to gain more exposure. As you showcase your content to a larger audience, you’ll get tons of traffic. This process not just improves your off-page SEO agenda but also generates revenue.

10. Google My Business

Google is omnipresent! Whether it is in emails, maps, or meetings, Google meets all needs. Google My Business is another online interface that helps you shape your commercial identity. What you do in My Business reflects in other Google services. So, you must smartly optimise the content and links to generate potential traffic and create brand awareness.

Tips for Google My Business:

  • Proper description with 250 characters
  • Put primary in the first paragraph along with your city name
  • Update the gallery/posts/offers/products regularly
  • Interact with the reviews
  • Upload real images under proper categories

11. Internal Linking

Having fully-optimised internal pages can positively impact your overall website ranking. This includes interlinking the various pages on your website using keywords. That way, when you send a backlink to any of the pages, the user can freely navigate to the other supporting categories or pages, thus boosting the search performance.

Smart marketers don’t just throw links to pages randomly. Rather, they ensure that each link will pass juice to the interconnected pages, ensuring greater appeal to search engines. Moreover, proper interlinking increases the Google crawl and indexing rate, increasing the website/blog ranking.

What are the key benefits of Off-Page SEO?

SEO helps to drive traffic and exposure to your business. By using off-page SEO, you’ll end up endorsing your website on the web and drive the following benefits:

5 key benefits of Off-Page SEO

> Boost online branding

Branding is what people talk about your brand when you don’t. An effective off-page SEO strategy can boost your online branding to send the right message to the right audience and increase your revenue.

> Improves domain authority

The more authority a site has, the higher its domain authority; thus, it will rank higher on the SERP. This makes it easier for users to find your website at the top of the SERP.

> Boost keyword ranking

Ranking your keywords is an important aspect of gathering SEO success, and only relying on on-page SEO will not fetch you the deserved result. The benefit of off-page SEO is that it can improve your website ranking on difficult keywords.

> Increased Exposure & Conversion

More exposure comes to a brand when more visitors see and interact with it. An off-page SEO tactic can increase your page ranking and boost your website’s exposure, drawing even more conversions.

> Better user experience

When users visit your site, you want to make them happy with your site structure and content. This is where off-page SEO comes in, as it involves various strategies to enhance the overall user experience.


Off-Page SEO doesn’t confine to backlinks and link-building strategies. It revolves around your site’s overall authority, trustworthiness, social signal, and other factors. If you were just relying on on-page SEO, it’s time that you look beyond that and use the techniques mentioned above to improve your ranking.

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