74% of businesses are lacking an off-page SEO strategy according to industry studies. Without a proper off-page SEO strategy, search ranking is not maximised and businesses miss out on the opportunity to gain the online visibility and presence they deserve. This is why it is so important to implement the right off-page SEO strategies, distinguishing your brand and rising above the competition. One of the best ways to make the most of this is to engage a credible SEO agency to support you in your off-page SEO endeavours.
As its name suggests, off-page SEO involves actions and practices taken outside of the website to enhance rankings on search engine results pages (SERPs). The primary focus revolves around link building, which is the process of having external websites creating links that directs users to your website. The more credible links you have, the more SERPs favour your website. Link building gained popularity only after marketers learned that inbound links affected their Google rankings. From there, acquiring as many links as possible became the trend. Eventually, more off-page SEO strategies were developed.
White Hat, Black Hat and Grey Hat SEO are some of the strategies that arose from off-page SEO.
White Hat SEO practices are the best when it comes to gaining optimal organic traffic. Not only will SERPs favour your website, but adhering to SERP guidelines and policies prevents reports and having your website taken down. It also fosters more long-term SEO benefits. In addition, with Google Penguin Update, websites that integrate Black Hat SEO techniques are less likely to be displayed on SERPs, making White Hat the go-to option.
Any practice that boosts performance on SERPs, all while ensuring that the search engine’s policies are met. This includes proper keyword usage, link building and high quality content.
Any practice that boosts performance on SERPs using disapproved tactics, disregarding the policies of SERPs. This includes keyword stuffing, redirects and page swapping.
A black hat pretending to be a white hat, the grey hat practices leverage guidelines that are discouraged but not strictly enforced by SERPs. This includes click baiting.
With the proper off-page SEO practices, your website’s expertise, authoritativeness and trustworthiness also known as E-A-T is enhanced. E-A-T is a crucial factor in Google’s Search Quality Rater Guidelines. Below is what each aspect entails.
Is the information accurate?Should this writer or brand write about this topic?
Is the author well-respected in their field? Is the brand widely recognised in the industry? Is the content referred to elsewhere on the web by other authoritative websites, brands, and people?
Do the brand and the writer have a good reputation and is the content reliable?
When Google perceives your website to have high E-A-T, the more your ranking increases on SERPs. E-A-T also proves itself to be a formidable link building strategy. Getting websites with strong E-A-T to link back to yours, in turn promotes your off-page optimisation.
While off-page SEO might sound like a simple concept, there are several factors involved that work best with the help of an expert agency. An unfamiliar hand could result in detrimental SEO consequences such as receiving an SEO penalty, drop in SEO rankings and your website not appearing on Google. On the other hand, with a proper link building strategy, the benefits abound.
Below are some benefits that showcase why building links is a necessity.
Brand mentions are references to another brand’s service or products. They can come in the form of reviews or blog articles and impact the reputation of a brand. By building links, the frequency of your brand mentions increases, generating greater awareness and enhancing your off-page SEO, especially if the links come from trustworthy sites.
The more credible external websites link back to yours, the better your E-A-T score. With a strong E-A-T score, Google then perceives your website to be of high quality, boosting your overall rankings.
Building links exposes your brand in two ways –awareness from other brands and awareness through SERPs. The first involves users getting to learn about your brand when the website they are visiting links to yours. The second is associated with increased rankings. Proper link building can boost your rankings, thus improving exposure on SERPs.
Gaining conversions is imperative for all businesses, but consistent conversions is what keeps a business successful. Link building helps with perpetual conversions particularly if renowned, trustworthy brands continue to link to you when building content. This credibility not only positions your brand in a positive light to potential customers but to SERPs as well.
Also referred to as inbound links or incoming links, backlinks are created when one website links to another. The process of obtaining these links is known as link building or link earning.
Link authority determines the ranking power of a link. Earning a link from a trusted, high authority website is more valuable than getting one from websites with a lower authority score.
Link relevance takes into consideration how relevant it is to be linking to another website. The link implemented should be associated with the content. Google prefers links from relevant sites – usually from the same industry or review sites that cover multiple industries in a credible manner.
Page relevance refers to how relevant information is to search queries. When queries are keyed in, Google ranks web pages that are most relevant to that specific query. Keywords, images and content are all contributors of page relevance.
Anchor text refers to the visible, clickable text that contains the HTML hyperlink. Anchor texts are important as they help Google better understand the context of each link.
Link quality refers to the E-A-T of the link. Building links from websites with a high E-A-T are considered to be high quality links while links from websites with a low E-A-T are deemed to be low quality links.
Link spamming is the posting of links that have no context to the content or information surrounding it. Link spamming is also known as content spam and typically has little to no value in them.
When backlinks are created they can fall under the Dofollow or Nofollow category. A Dofollow link passes the authority and improves off-page SEO while a Nofollow link does not pass authority on the website it is linking to.
NAP is an acronym for name, address and phone number. Your business’s NAP should be accurate and consistent when optimising your website for local search to enhance rankings.
Referral traffic describes online users who visit your website by clicking on external links rather than through SERPs. The higher the backlinks the higher your referral traffic.
While link building is often crowned the king of off-page SEO, there are other factors that should not be overlooked as well. Below is a list of off-page SEO services we provide beyond building links. When each of these elements are done right, optimising for off-page SEO becomes a breeze.
Our backlink audit services include assessing your backlinks. After identifying both poor and quality backlinks, we will develop a strategy to manage them and recommend suitable solutions to you.
One of the best ways to overcome the competition is to first understand them. We perform competitor analysis to evaluate the viability of their SEO practices and develop solutions that will give your business the edge it needs.
While social media does not directly contribute to SEO ranking, links shared across social media platforms can influence SEO in terms of building brand reputation, recognition and online visibility.
Good content is rendered ineffective when it is not made known to any, which is why content marketing is essential. With the right content marketing strategy, your content gains viewers and exposure. Our off-page SEO services include publication outreach, guest posting, and more.
From link reclamation to broken link building and unlinked mentions, our link building services ensure that the process of building links is made efficient and seamless, resulting in high quality backlinks.
Citations are online references that feature your business’s NAP. We ensure these details are consistently accurate, allowing Google to showcase the correct information to people searching for your company’s information.
As off-page SEO encompasses a variety of elements, overlooking certain factors is commonplace, thus, negatively affecting performance. Here is an off-page SEO checklist to help beginners get started seamlessly.
As digitalisation is ever-changing and evolving, it can be challenging for those new to SEO to keep up and adopt the best practices. This is why outsourcing an SEO company in Singapore with experts who are aware of the digital landscape and changing trends is highly advisable. At OOm, these are the current off page SEO ranking factors we take into consideration.
Referring domains are the links you get from external websites. More referring domains, especially from quality, trustworthy websites lead to higher rankings and organic search.
Link authority refers to the quality of a linking page. Linking pages that have high E-A-T are considered to have high link authority. A variety of online tools exist to determine the URL rating of all referring pages.
Dofollow links allow search engines to link back to you while nofollow links do not pass authority to the websites they link to. We help you determine when best to use dofollow and nofollow links.
Anchor text refers to the clickable words in a link. Anchor texts relating to the topic of your webpage can influence rankings.
Relevance refers to how relevant a backlink is to you and your brand. For instance, if you are running a bakery and a blog post about baking links back to you, the link is highly relevant. More relevant links can positively impact your rankings. Additionally, relevance also considers the relationship between your content and what you are linking to.
Links from web pages with an abundance of organic traffic tend to carry more weight. Online tools can display web pages with high organic traffic to pursue.
NAP citations refer to your business’s name, address and phone number. Having consistent NAP citations across all your online platforms enhances SEO performance.
As its name suggests, brand mentions is when an external website talks about or states your brand name. They can impact the online reputation of your brand. For more positive brand mentions, writing guest posts or doing blogger outreach are great strategies.
Google My Business (GMB) is a free business profile provided by Google. Including information such as filling in your business description, choosing the right business categories and updating your opening hours optimises your GMB for improved rankings.
Positive reviews are one of the ways you can enhance your off page SEO performance. Gain good reviews by delivering exceptional service and encourage customers to leave a Google review.
Social signals refer to a webpage’s social media presence from likes and shares. While not a direct ranking factor, social signals may still influence rankings as brand awareness generation is increased.
While a myriad of techniques should be incorporated in tandem for optimal results, guest posting and social media are two components that can make a huge difference. Guest posting allows for brand mentions to be made. Apart from guest posting, social media also helps you gain online visibility, especially if your content is constantly shared. All these contribute to enhanced off-page SEO.
The SEO strategy we recommend depends on your business and industry. Evaluating competitor backlinks is one of the ways we develop a strategy. As a general rule of thumb, we start by building citations, which will help generate more awareness among local audiences and impact local search engine rankings. Thereafter, we build website citations via guest posting and article and infographic submissions.
For off-page SEO link building, changes in website visibility may take between 2-12 months. This is because it takes time for links to be indexed. Additionally, when your website was built can also influence the duration of results. New websites generally take more time to build significant link volumes.
Our off-page SEO services come in a package and the cost may vary depending on your needs and industry. Ultimately, it is recommended to think of SEO as investment, empowering better rankings and visibility in the future. Most likely, your ROI will far outweigh investment costs.
At OOm, we pride ourselves on honesty and transparency. Our reporting metrics include your organic ranking performance, organic traffic, page experience, link velocity trend (LVT) and backlink profile. These aspects will be thoroughly explained, ensuring that you have a clear perspective on how we are running your campaigns. We will also provide recommendations based on your off-page SEO performance via these reporting metrics.
With years of experience in digital marketing, we’ve helped clients across a broad range of industries achieve their campaign goals.
Established since 2016, OOm has the experience required in all things SEO and digital marketing related. As a Premier Google Partner, Meta Business Partner, PSG-approved vendor and having been crowned 2022’s Overall Local Hero Agency by Marketing Interactive, our expertise and credibility in this field speaks for itself. With a passion and desire to bring digital campaigns to success, our SEO strategies and digital marketing methodologies are implemented to deliver the best results.
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*Only SMEs in retail sectors are eligible for 80% support until 31 March 2023