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What is Off-Page SEO?

Off-page SEO is important. In fact, it should be vital practice. However, before we begin to understand what ‘off-page SEO’ means and the various methods that relate to its techniques, let’s touch briefly at what ‘on-page SEO’ means.

On-page SEO (or on-site SEO) refers to all the elements on your web page that you can control in order to make it visible to search engines.

For instance: For on-page SEO, Paramount focuses on internal linking – which means using a clear navigation with a naturally flowing organization. We ensure search engine friendly URLs that have relevancy to the content being distributed. Pages and images on your site need to be fast loading. And not much of this will do you any good without submitting regularly updated XML sitemaps and reminding search engines like Google to index your website regularly. Google also needs to make sense of your media as well, so we make sure to tag your images and videos properly as well.

EFFECTIVE on-page SEO can be considered a technical job, and advanced or aggressive tactics should only be trusted to a professional. Nevertheless there’s nothing particularly complicated to carrying out the basic techniques of good SEO. It’s truly about adopting a routine or having a checklist in place that ensures you remember the tasks that benefit your page’s visibility most.

Here’s the essentials of off-page methodology.

Off-page SEO

This refers to the methods that you can use to raise the ranking of a website through promotional means, outside of the actual code or design of the site itself.

For example…

Link building

Google treats a link from another website to your site as a digital referral or a vote of confidence. Google will therefore rank you higher based on that vote. Therefore the more good quality sites that link to your site, the better.

Not all links are born equal though. One link from a high authority site – something relevant to your industry that ranks well itself – is much better than many links from a bunch of low authority sites.

Part of your off-page SEO strategy would be to get your links on higher authority websites.

Be careful though, as artificial link building through the buying and selling of links or the use of automatic programs to create links to your site are considered ‘black hat’ by Google and will result in penalization.

The key to generating good quality links to your site is to create good quality content, the kind that other people want to link to.

If you’re a start-up with limited exposure, one of the best ways to get your content recognised is through social media.

Social media

It’s simple: Get on Twitter, get on Facebook, get on Vine, get on Pinterest even…Find out where your audience is and start talking to them there and don’t waste time anywhere that they aren’t. Know your audience.

Always remember its called “social” media for a reason, it’s all about engagement.

Stay consistent with good quality content and you can hardly go wrong.

Google+

Make sure your business has a Google+ page and make sure you’re sharing your content there. This is the only exception to the “audience” rule for social media…even if you don’t think your audience is on Google +, it’s very likely that Google uses its own social channel as a major signifier for ranking content higher when it’s shared via its proprietary channel. Cultivate a Google+ following and it will bring you major brownie points with Google – the most dominant search engine in the world.

Local SEO

Local SEO has grown significantly over the last few years, partially due to the rise of smartphone usage and simply better connectivity while on the go.

Although it has a lot of similarities with organic/on-page SEO, it’s actually very distinct. Local SEO is focused on providing results that are relevant to a searcher based on their current location. Google says that one in three US mobile search queries is now ‘local’ and 87% of people use their phone when on the go. Google also found that 95% of mobile users look up local information on their phones and the the most dominant functions that typically follow are calling or visiting a business.

Today’s “phonebook” is search engines, and they can do so much more than list an address and number. Make sure you’re locally optimized so customers can find you when they’re right around the corner and ready to buy.

Off-page SEO requires a different discipline and skillset from the those needed for on-page, but both share the same end goal: to increase your website’s visibility.