Your business website is an integral part of the ever-evolving modern web marketing system where you can’t afford to solely depend on the on-page activities to rank your website on the search results. Both on-page and off-page activities are equally vital to make sure that your websites rank higher in the search result. The former deals with what you can do on your website to improve ranking while the latter deals with the activities performed outside the website.

Off-page search engine optimization involves a set of activities that are performed outside the website and has the potential to affect the search engine rankings. Off-page search engine optimization aims at improving the way both users and search engines see your site in terms of credibility, authority, popularity, and relevance. It is concerned with inbound links from other websites to your site.

Why is off-page SEO important in modern web marketing?

Google refers to more than two hundred factors while ranking the website on the search engine result page (SERP). Google cannot solely depend on on-page content to display results, this is where your off-page SEO comes into play. Off-page SEO tells Google what others think about you and your website thus helps Google in determining the content relevancy for users and making your website rank higher in the search result.

The off-page SEO benefits the online businesses as it:

1-Boost the ranking- Off-page activities help to boost the business website ranking in search engine results thus providing a better click-through rate.

2-Increase the page range- Page rank is a numeric score between 0-10 that is awarded by Google to websites based on quality, the offer links, page experience, etc. Off-page SEO helps to increase the page rank.

3-Provide exposure- Off-page SEO techniques divert the traffic to the site so that you have an influx of visitors.

4-Promote Trust – Off-page activities build trust between brand and visitors that serve profit to business for the long term. Natural links from authoritative websites act s an “independent vote of confidence” which helps search engines to trust your website more.

Points to consider while working on the off-page SEO

Domain Authority– Domain authority assesses the website quality and performance. A backlink from a higher domain authority to a lower domain authority website helps the lower DA website to get a better page rank and attain a high position in SERPs.

Relevance– It is more important to get a backlink from the relevant website that is relative to the content and services your website offers than getting a link from the high authority non-relevant website.

Site Traffic– You should be aware of the traffic that submission sites can drive towards you after forum posting, blog posting, video submission, etc.

Link-type– There are two types of links involved in link building and promotional activities

1-Do-follow link- Do-follow link is the default link that is crawled by Google Spiders to pass the value to the web page where they are linked. Google observes the number of do-follow links you get to your website and the number of separate domains you get it from. More the number of do-follow links from relevant domains, more the value passed to the website.

2-No-follow link- A no-follow link type means that Google spiders will not follow these links and won’t pass any value to the page where it is linked. These links don’t make any difference to the website ranking and are created with a motive to stop spam.

Types of links for Off-page SEO

Natural link– The links that are earned by the website naturally without any team effort are the natural links. These links come to the website when someone decides to mention your website just because they liked the content.

Built links– The links that are generated by reaching out to webmasters, publishers, or journalists or by promoting the content through an ad campaign. These created links offer valuable data to the users along with directing them to the website.

Created link – The links generated intentionally from the blog submission, video, pdf, ppt submission profile creation, etc are created links. This SEO practice is called black hat SEO practice.

If you have a lot of valuable links, pointing to your pages, the search engines will assume that you have great content that provides value to users and will rank you in search results. Techniques of generating do-follow links are:

Profile Creation– Profile creation is the process of registering an account with a business name on different high authority websites having good traffic. It is one of the best link-building techniques that help to get high-quality backlinks from the high authority site and promote the business on the web.

Benefits of profile creation-

1-Profile creation help to make active social visibility that increase the ranking and position in SERP
2-It helps to boost the traffic on the website as it attracts potential customers from different high-traffic sites.
3-It helps to increase the conversion rate.
4-Profile creation sites provide high-quality do-follow links from authoritative domains which boost SEO.

While creating a profile refer to the following points

1-Pick the best profile creation site that targets your audience.
2-Link profile to social media sites
3-Add accurate and clear profile information
4-Use official business name and email while signing up
5-Put links on the keywords in the profile
6-Actively participate in profile site’s forums and activities.

2-Business Listing– Business listing is a free tool. It helps the local business to gain visibility and boost online traffic. Popular platforms that offer business listing in google my business, bing places, next door, yahoo local networks, yelp, etc.

3-Social Bookmarking – Social bookmarking is the process of tagging a website page with the browser-based tool so that you can visit it again late. It involves searching, saving sharing site pages, you find interesting and relevant to your niche. Promoting your content and being tagged on these sites is beneficial as:

1-It helps to access high authority backlinks for the website to boost its presence on SERP
2-Allow interaction with the potential collaborations and influencers to grow an online business
3-Add social bookmarking buttons on your site to make this off-page SEO process simpler.

4-Classified Advertisement
lassified advertisement is online advertising of a product or service by writing an interesting description about it. An advertisement comprises headlines, details, and contact details. Benefits of using classified advertisement:
1-They are easy to use and free
2-Open up a global market for your products
3-Helps to increase the traffic on the website

5-Image Sharing

Image sharing refers to submitting images related to a website in different images sharing sites. Some sites to which image can be submitted is Photobucket, Flickr, Imgur, etc. Benefits of images submission:
1-Images are first noticed in content thus have greater potential to drive traffic to the site.
2-You can optimize your image links for targeted keywords using the alt attributes.
3-Images help to acquire lots of inbound links.
4-Optimized images hold a chance to get displayed on Google search results thus driving traffic ad conversions.