Search Engine Optimization (SEO) increases the chances of any webpage being displayed on the 1st page of the search results when a person searches for some particular keywords on Google, Yahoo, or Bing.
Just for a recap, On-Page SEO deals with the optimization of the features such as Content, Website URL, Keywords Research (what keywords to use and the type of keyword applied), Title Tags, Meta Tags, etc.
Now, you have a superb web page that is ready for the customers to browse through but you would still not be ranked high enough for receiving the desired heavy traffic. This is where Off-Page SEO has a role to play. It makes the blog rank go up through activities that do not pertain to what is done on the page. It is Search Engine Marketing through unpaid activities.
Read further to know what Off-Page SEO is and how it Works:
Off-Page SEO is an activity that does not directly happen on a web page. It is the after-work done to keep maintenance of the excellence you have structured. Now, why is Off-Page Search Engine Optimisation required?
Off-Page SEO is expected to facilitate the search engines with valuable data so that it examines a website for a prioritized position in the search results. It is a part of Search Engine Marketing that is performed through Search Engine Optimization. It deals with the creation of awareness of your website through backlinks, greater trustworthiness, and references.
One of the most important Off-Page SEO is the first one mentioned above. It is one of the top three criteria for Google when it comes to the organic rank of a page. Most people often associate Off-Page SEO simply with link building, but there are other activities as well, they are not only connected to other pages but also deal with spreading awareness about the blog and building value for the business.
Benefits of Off-Page SEO-
- It increases the ranking of a blog or webpage in the results page display.
- It helps in improving the Page Rank of a website. Page Rank is a score ranging from 0-10 that shows the importance of the page to Google. It was developed by the founders of Google- Larry Page and Sergey Brin. Page Rank has become one of the distinctive features that made Google so successful in the early days as it presented the most relevant outcomes to the keyword that was being searched.
- It helps in getting better exposure.
- Off-Page SEO helps to establish trustworthiness online and offline. A search engine emphasizes the authority, trustworthiness expertise of a blog, and it is directly related to the rank of the site in the search results page.
- The various tools being used for Off-Page Search Engine Optimization are backlinks, social media, and local SOE. Among them, back-linking forms the major structure while others are pretty simple. They pertain to creating brand awareness, exposure, and directing traffic.
BACKLINKS: Key Point Of On-Page SEO Optimization
What are they?
BACKLINKS are the links that connect one page of a website to the page of another. To put it in easier words, when your content is networked to a page on another website, it means a backlink has been created from them and when you link to a website, it means that they have a backlink from you. Most search engines like Google, Yahoo, Bing, Etc. consider it as votes that the page is holding. So, the more number of back-links a website can establish, the chances of getting a higher rank in the basic search results increase drastically.
Why are they so important?
They are important for getting ranked, becoming discoverable (to both the search engine and the users) and they also help in drawing a quantity of referral traffic.
As already mentioned earlier, Google considers backlinks as one of the top three factors to consider when ranking a page, it is evident through this as to why they are so valuable, and every page owner works on building its network on the internet. It tells the search engines that the content is valuable, credible, and useful. These are votes alike the receiving of the politicians during elections to be the chosen ones. Here, the votes aid a webpage to attain a peak position on the primary search results.
For example, Site ‘A’ is a highly optimized architecture with great relevant and accurate content while it has only a few backlinks to other blogs.
Site ‘B’ is another highly optimized blog but the quality of the content is not better than Site ‘A’. However, it has loads of back-links as many different relevant references.
Between these two, ‘B’ would be placed higher than ‘A’ because of the higher number of back-links than what ‘A’ has. These are indications of the search engine that ‘B’ is more useful and credible in terms of information as various pages are vouching for it. That is why back-links are considered as references on the network and through these references, you would are capable of directing desired traffic to the contents as back-links are clickable. Anyone who clicks in one of those on a webpage would then be directed to your page on the web.
Using links for the ranking algorithm is in existence since this system was conceived. Though different search engines have made numerous changes on their indexes, back-links remain one of the key factors in the ranking system that barely changed.
In ‘Pagerank’, the original algorithm of Google for the ranking system, connecting and forming networks were one of the founding structures for bringing order to the web as mentioned in Google’s article published on January 29, 1998, named “The PageRank Citation Ranking: Bringing Order to the Web”.
It has been observed that around 94% of the pages on the web do not have any back-links. So, by using even one link, you are capable of getting yourself out of the common clutter of web pages on the internet, also you would be able to have an average ranking initially. However, as one starts putting on more and more hitches there, the website would be ranked higher and higher.
One common question that usually arises is that merely by increasing the sheer volume of back-links, would it still be enough to increase the rankings in the regular search outcomes? The answer is not as simple as a Yes or a No. Having them in large numbers would surely help in the rating of your website soaring up but they would not make your website stand out as one of the best among all the similar entries. For that, the quality and relevance of those websites to which those back-links have been created play a huge role.
Another work that they do is making the online page more discoverable. To understand this you need to know how the search engines explore the WWW. In search engine’s terms, searching is called crawling. Crawling is done by a Crawler, a Spider, or a Bot. They crawl the WWW continuously in the hunt for new information. Once it receives new information it categorizes each piece of the content, which is known as indexing. When one of your interfaces appears on a blog, then it is indexed and the bot goes to the connected site and then indexes that as well. This is how your page would be indexed (discovered) by different browsing sources. The same thing happens with people when one is scanning a website and come across an interconnection that is related to their needs, they click on it and view your page.
What type of BACKLINKS matter?
Not all of them that have been created possess the same value. To be put higher, the quality of the backlinks is a matter of concern. A backlink from a well-recognized website is valued a thousand times more than those on an unrecognized website.
What determines the value of these attachments?
They are simple moral and ethical factors as stated:
- Construction of anchor text
- Follow and no-follow tags
The authority of the page to which the backlink is being established determines the significance of that source. This is how the search engine looks at the various authorizations and their usefulness. It has been found that there is a clear relationship between the page authority of the backlink and the systematic traffic that the page receives.
For example, a backlink created on a page such as ‘Wikipedia ‘or ‘Forbes’ would have a much greater value than a backlink created on an unknown page.
This being said, plainly page authority is also not the direct value of a backlink. The authority of a page is divided equally among all the outbound links on that blog. So, between two web pages with the same authority, the page that has fewer outbound sources will have considerably more worth on those backlinks.
It is very hard to get these mentions on an authoritative website, but they are worth all the hard work put into it.
When a website connects to another one through a backlink, both the online mediums must be related to each other. Google, Bing, or Yahoo, they all look at the WWW and the outsourced bonds from the user’s point of view. A person will only click on the active domain if it is related to the topic that the person is seeking. So, the back-link will have much more value if its contents are related to the contents of the page to which they have been attached.
For example, a fresh fruit & vegetable seller’s home page has put up backlinks on four different blogs. One deals with furniture, one with cooking recipes, one with plates-cups, and another with vegetable carvings. Now, let’s arrange these linking references in their descending order of preference.
- Website about vegetable carvings- it directly deals with those raw products for carving on them.
- Website about cooking recipes- it also requires those raw ingredients.
- Website about plates cups – it comes third since it is not directly related to the product of the merchants, but it is also about utilizing in their consumption.
- Website about furniture- this would have the least value because fresh fruits and vegetables are not at all related to the products available on this website.
Construction of Anchor Text
Anchor text is the visible part of the link on a webpage. It is the clickable text which forms the backlink. It imparts more regard to the backlink if the anchor text has the keywords of your articles on it. Except, it is not always possible so the most approaching match possible will get the work done.
It is advised to not go crazy about creating exact match anchor text. Some blogs exist only for creating exact match anchor text for backlinks on those pages; this is known as black hat link building. Doing this will result in a negative value for your website. Google has a filter in its search algorithm known as ‘Google penguin’ for filtering out websites that use black hat network building.
Follow and No-Follow Tags
BACKLINKS are of two types- Followed and nofollowed.
As the name suggests, followed tags are those that the search engine counts and reflects on the ranking of a page.
Example: <a href=”https://yourpage.com/blog”> click here</a>
While no-followed tags are those which the search engines ignore when prioritizing them.
Example: <a href=”https://yourpage.com” rel=”nofollow”>click here</a>
Some popular websites that have the no-follow tags are:-
The question would certainly arise as to why was this Nofollow tag created in the first place. With the rise of blogging and the fluency of commenting on it, thus grew a culture of posting the link of one’s website on the comment sections to raise the number of mentions the search engine would count. As this trick was working well, it resulted in authentic and high-quality websites being pushed out of the top results page, and also the search results were being filled with spam tremendously, thus, hampering the credibility of search from all the sides. To counter these spam movements the Nofollow tag was created by Google. Shortly after that Google introduced this feature, Yahoo and Bing followed suit.
To check if a backlink is Followed or nofollowed, do this step:
- Find the backlink
- Right-click on it
- Press on inspect
- And check the HTML(Hypertext Markup Language) code.
Also, all paid adverts are to be no-follow as the search engines want that back-links be earned and not brought. If any banner adverts are found to be non-complying with these standards Google and other search engines have policies in place to penalize those websites.
Nowadays WordPress and other CMSs add Nofollow tags to the links posted on comments by default.
Nevertheless, it has been found that Nofollow links do help in a few cases when definite. But one sure thing it does is that it still benefits in increasing traffic on one’s website.
The placement of your backlink should be in a prominent and visible. Visitors should be first able to notice your backlink distinctively to click on it and then visit your website. The purposes of back-links are not only to improve one’s ranking in the organic search results but also to bring in as much organic traffic as possible.
Placement on the backlink not only affects the visibility of potential views but also the amount it contributes to the page rank. A link on the main content area with a different color and different style of font contributes more to page rank than a backlink on the footer with several other back-links.
How to get BACKLINKS?
There are three ways in which one can get BACKLINKS. Those are:-
- Earning back-links
- Building back-links
- Creating back-links
Earning of back-links means getting back-links organically. This happens when people get to know about your Webdesign through social media or word of mouth and then they voluntarily choose to associate with your website based on your content. These back-links are earned in the true sense, while you are not putting any extra effort to get them. To increase naturally obtained networking connections, the writer needs to create useful, valuable, and trustworthy content.
Building backlinks is the process of reaching out to several website owners and requesting them to mention your write-up. Not everybody would refer to your content just because you have asked them to. Everyone is aware of the power of interconnections. You need to have a clear proposition in your mind which benefits both. The quality of your content plays a vital role as it indicates that your work would be beneficial to that website in numerous ways.
Some of the ways are:
- Guest blogging: One of the earliest ways is to offer to write a blog on their website and in exchange for that, they would feature an active mention to your website. It is one of the easiest ways as it creates sense for both the parties involved.
- Broken link building: Find out the relevant websites that do not function anymore or those that host outdated information. Find out all the blog which are connected to this page using any ‘broken link checker’ software. Then contact the owners and let them know that they have outbound links of the write-ups of the web pages containing outdated information inside. Inform them about your page with similar content that is up to date and maintained. Most professionals would be happy to delete their previous interfaces and add yours if they agree that your content is up to the mark.
- Unlinked mentions: Find pages where you have been mentioned without invoked links. Request them to make it active on the internet, since most would be pleased to oblige.
- Contacting experts: Contact experts in your field and ask them to connect to your website. This would completely depend on the quality of your content. If your content is serviceable and the experts find it worthwhile, only then will they mention your content on their territory. Also, you can attend interviews of specialists and post their videos on your zone with loops to their pages while asking them to link back to your blog. Create easily go to content on your website like videos, blogs, quizzes, work on infographics, or create a detailed blog on relevant topics.
- Article publishing: You can publish your articles on the various article directories and win links to your website. Choose article directories carefully. Some directories accept any article that anyone publishes even if the same article exists somewhere else, back-links to these directories are worth very little and it is not deserving the time spent on them. Whereas, a reputed brand that only publishes unique articles, the back-links on these directories would bring in more purpose.
This is when you manually add a link to your website on other websites through activities such as leaving comments on blogs, replying to blogs related to your content or suggesting your website to business directories.
- Social media is a great platform to get noticed by millions of people. The first step to promote your business on social media is to open a business apart from your page. The basic advantages of getting your business on social media are:-
- Business owners would be able to directly talk with existing as well as prospective customers on social media.
- One would be able to make contacts with influencers on social media who are related to your content or business.
- Companies can launch promotional campaigns to get the word out. Like subscription offers or upfront discount if you sell any product.
- Professionals could host live interactive sessions with their audience following them on media platforms?
- People can leave feedback on the content on social media that can be seen by everybody.
- Existing customers might share the link of your blog, thus addressing more traffic.
One of the factors affecting off-page SEO regarding this is choosing the right social media platform from the cluster that is readily available on the internet. For informal business, Facebook is a very good stage to showcase the contents and reach out to customers. For a semi-formal setting, twitter would be a much better platform as it is a nice mix of both formal and informal. Whereas, for formal businesses, LinkedIn is a much better platform.
Further, apart from these major popular social media locations, there are a lot of product-specific sites as well. They would be much more useful despite having a much lower subscription base because the audience viewing the product, content, or business would be there to interact with these types of things. The more relevant people visit your blog, the conversion rate is higher.
A professional network might also be useful if an e-commerce model is to cater to products or services to retailers rather than the general public.
The social media page needs to contain all the information that one would need to know, like business name, description, categorizing as a marketing base, the address displayed properly (in any physical presence present), email ID, phone number, URL, etc.
One aspect is obvious that social media solely serves in bringing more traffic to the online firm. Links shared on social media appear as no-follow tags to Google, so it does not increase the rank on the results page. It indirectly increases your position by being able to bring more wanted traffic. Search engines consider the traffic a blog receives for its ranking system.
Local SEO has the most to do with if you have a firm with a local presence. A lot of it is verbal communication through which the name spreads among potential customers. Satisfied customers might leave a review on your writing or in the business listing which can be viewed by Google or anyone on the internet looking to avail the services.
For running a successful website both Off-page SEO and On-Page SEO are equally important. A completely optimized webpage would be one that has excellent content, a user-friendly website with lots of high-value backlinks, and a significant presence on social media. Off-Page SOE is like the post-production work of a movie. It could be thought of as marketing the blog to the search engine and potential customers through unpaid techniques.
Therefore, if you are a newcomer, a comprehensive off-page SEO guide is here with fulfilling ideas to proceed ahead. As you must have read, off-page SEO is not directly associated with improving e-commerce, rather it is like the ‘back of the house’ work done to keep the built infrastructure fully maintained throughout.