When it comes to SEO, there are two ways you can go about increasing your ranking in search results for your website: in-health SEO (on-page SEO) and off-page SEO.
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The former deals with what you can do on your own site to increase your ranking, while the latter deals with what you can do outside your site (on other sites, and thus off the page) to raise your ranking.
Both are equally important for making sure your site is found in search, but we'll only deal with off-page tactics in this guide.
Optimizing your site for off-page SEO means that you will have to improve the way both users and search engines see your site in terms of credibility, authority, popularity and relevance, to name a few factors.
The broad simplification of this is that other sites on the web (ideally, reputable ones) will link to your content to essentially promote or guarantee it, which, going back now, has huge benefits for your site's reputation.
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On-page SEO VS External SEO
Here's a quick update on the difference between on-page and off-page SEO.
On-page SEO generally includes factors such as:
Page titles and titles
photo
Meta descriptions and meta tags
URL
Page loading speed
High-quality, regularly updated content
internal linkage
Off-page SEO is due to one major factor, which is high-quality backlinks to your site. The more of these you get, the better, but at the end of the day, it's more about quality than quantity because you want backlinks from sites with higher domain authority ratings.
You can get backlinks to your site in any number of ways
Guest posting or blogging
Activity on social media
Influencer Marketing
Simply create high-quality, shareable content on a regular basis
When all is said and done, getting backlinks to your site mostly depends on how hard you work to get them. The process can be quite involved, but it pays off if you do it hard.
Let's take a look at each of the four main ways to get backlinks to your site for off-page SEO purposes.
guest posting
Before social and influencer marketing ...there was blogging. Blogging is one of the most important internet marketing strategies , which is time-tested by continuing to generate results even today. According to the data:
Blogging is the second most important type of content for marketers
60% of marketers use blogs in their social media content
Websites with blogs get 434% more indexed pages
Precisely because of this popularity and effectiveness, posting guest articles on blogs is a powerful influencer marketing strategy.
When you publish a guest article on an influential (and highly ranked) blog, you can usually get a backlink to your site, either in the article itself or in the author's bio.
Here are some actionable tips for creating guest articles on other sites and blogs:
When you write your introductory email to the blog editor, make it personal to create a human connection
Understand the industry of the blog you want to write on
Presentation topics that align with what the blog is looking for
Include some links to your best work published on the web
Tell the blog editor how his or her readers can benefit from your article
The goal is to replicate this strategy from one highly ranked blog to the next, using your growing list of successfully published guest articles as part of your presentation.
Remember, the whole tactic behind off-page SEO is to get backlinks from highly ranked sites pointing to your site. It all comes down to the site domain authority/authority , which is defined as:
A search engine ranking score predicts how well a site will rank in search engine results pages. score from 1 to 100; The closer the score is to 100, the more reliable it is.
Make sure you show up in this score when choosing blogs to promote your guest posts. Use a tool like Moz's Open Site Explorer to help you find out the authority of a site.
Social media and external SEO
For the longest time, there has been a correlation between which social posts a piece of content gets and how well the site or page corresponding to it ranks in search.
Recent research and analysis by several experts indicates that not only the number of social shares, but the engagement rate of social content is closely related to the higher ranking in the regular search results. It could be things like comments, likes, clicks on photos, etc.
Meaning, it will produce search results faster if you rely and work on your site to have a more social impact.
And that brings me to the next strategic part for increasing your external SEO results: social media. The more people share your content on social networks - and the more they share it - the more backlinks to that specific piece of content you are likely to get.
Social media is basically a way to get a lot of free exposure, assuming your content is worth sharing.
Think of it this way: Let's say you've created a very useful, open-ended infographic that talks about all the little-known foods Americans should stop eating. Mercola.com did just that with an impressive infographic on banned foods that amassed nearly 700,000 social shares.
According to Moz's Open Site Explorer, this infographic has garnered 50 backlinks, and when I search for "forbidden foods" on Google, it ranks #2.
This is just one example of how getting a lot of social shares can be.
Social sharing is a very effective way to use off-page SEO to increase search rankings.
Influencer Marketing
Influencer marketing is a strategy where companies and brands work alongside popular bloggers (and: influencers) and/or social media users to promote their products or services.
Because these influencers enjoy a large audience and carry their influence with them, companies want to take advantage of that audience by having their products or services communicated or at least mentioned in one way or another by these influencers.
Influencer marketing certainly includes both paid and unpaid arrangements. The first is when companies pay influencers or at least give them a free product for their promotion. The latter is when the relationship is organic, when both the action and the influence enter into a mutually beneficial relationship.
Although it has come under attack lately for possibly being incorrect at times, the truth is that research confirms that it is very useful for off-page SEO efforts.
Influencers have the potential to generate 11 times the ROI of traditional advertising.
And if you work to nurture and build these truly authentic relationships with influencers, you will see good benefits.
Here's how to use influencer marketing to get backlinks :
Talk about the influencer in your blog posts. Quote them, or mention their brand. Then, reach out to them on social media or via email to let them know you've featured them. Since people naturally love getting to know them, they will likely link to your content if you ask them to.
Work alongside an influencer to create an in-depth guide, video, or other piece of valuable content. In this scenario, you will get backlinks when you participate in promoting your content on different channels to their respective audiences.
Make your social fans act as micro influencers for your brand. If you notice that people are already taking pictures of themselves with your product and posting it on their social feeds, invite them to do the same for your official social account. The result is a multiplier effect of promoting your brand… to all of their followers.
high quality content
Not all of the off-page SEO strategies above will work in the first place if you don't have high-quality, shareable content that you can create on a regular basis.
This is the basic cornerstone of your entire strategy. By having this great content in place, you facilitate:
To direct guest posts on influencer websites and blogs
For people on social media to share your content
To influence influencers in your business and team up with you on content creation projects
This begs the question, how do you create such content?
Here's a general checklist of what to do:
Write a long content (about 2000 words), because it tends to rank better in the first SERP
Use images in your content, posts with Facebook interaction images receive 2.3 times better
Answer tough questions, dare to be bold and contradictory, and support your arguments with the data in the content you create
Make it a point to include these three features in your content, and you'll have a much easier time returning backlinks pointing to it, no matter what off-page SEO strategy you're using.
External SEO: Only half the puzzle
Follow these very important strategies, and you will notice an increase in your search rankings over time. As your ranking increases, that means more traffic and potential customers come to your site, which will have a healthy impact on your conversions as well.
Of course, taking care of off-page SEO is only half of the story since on-page SEO is also important. q
Never when you have exhausted both SEO approaches , you can be sure that you have done everything to make sure that your website is in the big and wide world of organic search