Improving the visibility of a website depends on the actions that are carried out inside and outside the site. Applying the most effective SEO techniques off-page will help gain traffic and relevance from different sources.
Why is SEO off-page important?
SEO or Search Engine Optimization is the set of actions that are performed on a website to get organic traffic. It consists of optimizing them so that the search engines understand what it is about and how the web works. At the same time they see what others say about a specific website.
The main SEO actions are classified as on-page and off-page. SEO on-page are the actions that are carried out within the web to optimize it. That is, be prepared to appear in the search results. Among the most important factors include quality content, usability of the web, good design, fast loading time, use of keywords and meta tags, among others.
But, what is the SEO off page . Unlike the on-page, these are the actions that are carried out outside the web. They are just as important as what you do on your site, but it can be more complex to make them work, because the webmaster can only control some aspects of them.
SEO off-page puts the web in view of the audience and tells the search engines what they think about you. It gives you more relevance and increases your authority if there are third parties saying that your site is useful. And in this way it helps to scale positions in the search engines.
The fundamental basis of SEO off-page is to get quality inbound links. This is achieved through original, useful and attractive content; participation in social networks; guest post; get mentions, etc. It is also important to relate with other people in your sector.
By themselves, these actions will not work. You must develop a complete strategy, with on-page SEO actions to achieve your goals.
What are the objectives of the SEO off-page?
These actions seek that the audience knows you. The optimization within the site makes it look good in the eyes of visitors and trackers. But, what you do outside invites you to go to the web, makes it known.
The objectives of SEO off-page can be summarized in the following:
- Increase visibility on the search results page.
- Get quality backlinks or inbound links.
- Improve the reputation and SEO positioning of the web.
- Increase presence in social channels.
As everything that has to do with SEO, the off-page has also evolved over time. Actions that were previously valid are no longer valid. Therefore, apply them will make your website is penalized or, in the worst case, the search engine will unindex.
Among the SEO practices you should avoid are:
- Hide links to manipulate the ranking, for example, placing the link in a single letter.
- Cookie stuffing , is to place cookies to visitors to a site without notice.
- Keyword stuffing or over-optimization with keywords.
- Buy links on other sites and use the so-called link farms.
- Make blogs spam with comments and meaningless links.
- Rotation of articles, which consists of using old content by changing some parts to reduce the similarity.
Most effective SEO techniques off-page
These are the practices that you should follow when you consider a strategy of this type.
When Google or any other search engine detects that there is a link that goes to your website, interprets that the content is useful. Therefore it gives more importance. But not all backlinks are good . It is not the same a link from a website that is authoritative in your niche to one that comes from a new site.
Then you should try to get web links that have authority, that are popular. In addition, they must be relevant; that is, they have to do with your subject. And also be trusted sites.
For this there are two fundamental steps. First of all, having quality content, without good publications, will not attract attention or gain the trust of the audience. On the other hand, relate to other authors of your niche. Contact them and start expanding your network.
Vary the content formats you have and find the one that works best for your goals. Some tactics that you can apply to get quality backlinks are:
- Create infographics, podcast, reviews, etc.
- Participate in social networks.
- Create guest post
- Find broken links on other sites and propose to change them for yours.
- Comments on blogs and relevant sites.
Types of inbound links
To better understand how links work, you have to know what types of incoming links are .
Depending on their origin they can be natural or artificial:
- The natural links are those that are achieved when another website has the initiative to create a link to your site. You do not have to ask for it, quality content does its job.
- The artificial links are those that you build. For example, place the link in forums, comments on blogs, among others.
Another classification includes dofollow and nofollow links. The dofollow links are those that transmit part of the authority and page rank of the site that link to the destination page. The nofollow do not transfer them.
It could be said that creating quality content has more to do with SEO on-page than with the off page. But, the truth is that if the publications are not good, the off-page strategies will not be worth much.
What will happen is that when a visitor arrives at the site and the content does not meet their expectations, it will go away. This increases the bounce rate, therefore, affects positioning.
In addition, users are willing to share the good content of a site. Which results in more inbound links.
Content marketing is an SEO trend that remains in force. Good practices will give results to your website in the long term, you have to be patient.
Get other people to talk about you and do it well. The search engines will take into account when there are several sites that mention yours. And if these mentions are accompanied by links much better.
A tactic to get mentions is to do it yourself. Identify authoritative sites within your niche and refer to them in your posts. This will be an invitation to see your website and, why not, also to talk about it.
Social networks are an important tool to gain relevance on the web. Participate in the platforms where your target audience is and share in the content of your site. Invite them to help you spread the word, if they are good they will.
In addition to having good content you have to be persistent . Stay active on each platform where you are to get visibility. Do not share only on your profile or page, take advantage of the groups to increase the reach.
This technique is popular and at the same time very questioned. Therefore, it must be applied with care. It consists of writing in other sites as a guest author. It is important to choose sites that have authority and that are of the same theme.
You have to make a balance in the amount of posts of this type that are published. If you have many guest posts in a very short time, Google may suspect and penalize you.
These are some of the most effective SEO techniques off-page. As you can see it goes beyond just getting links, although this is its foundation. Keep your content updated get quality references, do not spam and your strategy will be well on track.