The popularity of your website depends on a wide variety of factors. However, not all of them are directly related to the things you do on the actual site. In fact, a lot of your optimization comes from other pages because your relationship with other (reputable) websites is important for both search engines and end-users. This aspect of your online presence is called off-page SEO, and it can be a valuable tool when you’re trying to expand your online reach. Of course, how much you gain from this aspect will depend largely on what off-page SEO strategies you employand how well. So, let’s talk about how you can use off-page SEO to build your online reputation in 2020.
On-page vs off-page vs technical SEO
Search Engine Optimization, or SEO for short, is the process through which you increase and improve the traffic your website receives through search engines. In order to do this, you need to rank highly in search engine results. There are many things that you can do to affect your rankings; some of them include posting better content, choosing the right WP theme, or using the right plugins on your page. Yet others are about creating a connection to other websites on the world wide web. To make better sense of all these diverse techniques, we can divide them into three categories:
- on-page SEO: refers to tactics you apply on your website visible to your users (such as good content, keyword distribution, optimized images, etc)
- Off-page SEO: refers to anything you do off your page that improves your ranking (such as your website being linked somewhere else or promoted on social media)
- Technical SEO: a catch-all term for things that don’t fit in on-page or off-page SEO usually referring to behind-the-scenes changes related to coding, setting up, and running your website; if WordPress is your chosen platform, plugins that help set up caching, redirection, custom error pages and the like will be very helpful here
To be truly successful, you want to work on all aspects of optimization.
Link building off-page SEO strategies
Backlinks have been the go-to strategy in off-page SEO for years. There are good reasons for this: when your page is linked somewhere else on the internet, search engines interpret this as an endorsement. The more backlinks you have, the more reputable and popular your page appears to Google. However, not all backlinks carry the same weight. It is better to have just one reputable blog or page linking to your website than several less-than-reputable ones. So when you’re developing your link building strategy, don’t just focus on the number of backlinks you can get – quality matters too.
Write guest posts for other websites
One of the easiest ways to get your link on someone else’s website is to create content for their website that includes links to your page. Many popular websites invite outsiders to contribute by writing guest posts. Usually, these are blog posts on various topics in which you can include one or two links to your website. So look for relevant websites that invite guest posts and get in contact with the owners. Multiple posts on diverse websites linking back to your page is precisely what link-building is all about.
Look at what your competition is doing
Not sure where to begin your link building? You can always check out what others in the industry are doing! If you happen to notice your competitor linked on a website, that’s a good sign that the website is both accepting guest posts and accepting them specifically from businesses like yours. So, contact the owner and offer to write for them.
Suggest changes to broken links and brand mentions on other websites
As an internet user yourself, you probably browse multiple different websites a day, looking for clever anniversary ideas, buying groceries, or reading up on current events. As you do, you might find some broken links that lead nowhere. If the anchors for those links look like they could just as easily lead to your website, you should contact the website owner and suggest they fix the link by linking to your page instead. Once your brand grows enough, you might also start getting unprompted mentions and promos from people who genuinely enjoy what you offer. If you see this, you should contact them and ask them to link to your page when they talk about your business.
Reputation enhancing off-page SEO strategies
While link building is the most popular way of using off-page SEO to improve your online presence, it isn’t the only thing you can do; there are other off-page SEO techniques you can employ. However, merely replacing link building with reputation building is not recommended. The combination of both is what leads to the best results fastest.
Get listed on business directories
Major business directories like FourSquare, Yelp, Facebook, Google, and Yellow Pages, as well as smaller local directories, can greatly help your reputation:
- They make your business seem more legitimate.
- They make it easier for potential customers to find you.
- They increase traffic to your website by linking to it.
So, build out your business directory profile after you’ve set your page up.
Build up a robust social media profile
According to SEO experts at WP Full Care, social media plays a key role in your online reputation. Everyone uses social media these days. Having a profile for your business on various platforms like Facebook, Twitter, and Instagram will attract more customers. Perhaps more importantly, it’ll allow you to interact with your current and future clients. This can be an opportunity to show off your business in the best possible light. By responding to clients, answering their questions informatively, and promptly resolving any issues, you’ll build a loyal customer base. It can also help improve your reputation even beyond online spaces.
Work with Influencers
An endorsement from someone famous can help get the word out there about your brand. The fact that A-list celebrities are out of reach for most businesses shouldn’t discourage you. These days, working with an influencer can be just as (if not more) valuable. Influencers’ social media platforms make them perfect for building a good reputation online. They also speak to the younger generations more than a stereotypical celebrity endorsement. This is important because younger clients are typically more critical of modern brands and don’t shop just anywhere. But they also make for more loyal customers when they like you. A recommendation from their favorite influencer can help get them on your side.
Finding an influencer to work with is not your typical employee recruitment, but there still needs to be an assessment process. As your brand grows, you’ll probably receive offers from influencers who are just starting out. Depending on their social media’s size and growth, some of those offers can be interesting to consider. But more often than not, you will need to approach an influencer with an offer first. You provide them with goods and services for free, and in return, they promote your business. It’s important to choose influencers with a good reputation and a large enough platform whose audience is your target demographic. Otherwise, the effort and expense of an influencer might not be worth the payoff you get.
Be proactive with you off-page SEO strategies
Off-page SEO strategies require being proactive. Nobody is going to promote your business out of the goodness of their heart. Instead, you’ll need to reach out to people and offer a mutually beneficial arrangement to them. Both link building and reputation building will, thus, be on your shoulders for the most part. So if you want to improve your online presence, take matters into your own hands. Reach out to website owners, build relationships with other businesses, and be active on social media. All of these are off-page SEO techniques that can help you build a good reputation online.