Off-page SEO revisited

March 30, 2020

Search Engine Optimisation (SEO), has the ultimate goal of improving your websites ranking on search engine results pages (SERPs). Our previous blog post highlighted the importance of On-Page SEO strategies to boost SERP ranking and how often these should be revisited. In contrast, this blog post focuses on Off-Page SEO strategies, exploring exactly what these are and how often they should be reviewed.

Off-PageSEO strategies, as implied by the name, are tactics outside of the website, such as organic and local link building, and social promotion. Search engines look at your off-page strategy to determine whether or not your site is legitimate and thus contributes to determining the position of web pages onSERPs. Let’s take a look at the Off-Page SEO strategies:

 

Social Profiles

Getting your business onto social media platforms and frequently updating them is a fantastic way to increase traffic to your website. Although this is an in direct method to boost rankings on SERPs, it can pay off in the long run. Keeping track of how your social media profiles are growing in terms of followers, and the respective interactions such as likes or retweets, is an important aspect of this Off-Page SEO strategy. Gathering these statistics can help to determine if the time and money invested into this strategy is financially viable. 

Social media is an ongoing strategy, the more you are present and posting fresh content, the more opportunities there are for your website to be seen. It is recommended to revisit your social media posting weekly, to assess if it is helping to send traffic to your website.

Local SEO

LocalSEO, sometimes referred to as local search engine marketing, involves optimising local listings with your business information. Not only can this help your clients to actually find your clinic or office, but it can also help to target an audience within a specific geographical area, even if they do not need to visit your base. They key here is consistency of information across all platforms, and this should be checked on a monthly basis.

Remember, local SEO isn’t just about search engines. Local businesses benefit from positive word-of-mouth and print advertising which can also increase traffic to your website. Overall, local SEO consists of a number of factors that help you address your local audience.  

Backlinks

Backlinks are links from an external website that directs users to your website. As detailed in our previous blog post on Backlinks, the aim here is to achieve quality, not quantity. This means that it is better to have a good quality link from a reputable site relevant to your industry, opposed to a large amount of poor-quality links. There are tools available to assess the quality of all your websites backlinks and it is important to keep on top of this as changes to search engine algorithms may change the quality of your backlinks. Link building is an ongoing process, and one which should continually be under review as part of your marketing strategy.

Ultimately, both on-page and off-page SEO are essential tools to increase and maintain your websites ranking on results pages, which is essential to increase visitors to your website. This is an ongoing and evolving process which must adapt with search engine updates in order to succeed. At 2xN we help many of our clients with their on-page and off-page SEO strategies, feel free to give us a call to discuss how we can assist you.  

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