Talk of Search Engine Optimization and attention immediately turns to on-page optimization strategies. The right use of keywords, quality content, URL optimization, Meta Data, Alt Tags, etc. would help you rank your website high on Search Engine Results Pages. But you are likely to see desired results when you complement your on-page
Why Is Off-Page SEO Important?
To highlight the importance of off-page
Assess Health of Backlink Profile
It goes without saying that the quality of the backlinks on your site decides the success of your off-page marketing campaign. Not all backlinks improve our
There are paid tools such as SEMrush offering you more detailed insights on your backlink profile. Likewise, Moz and Ahref’s paid versions will offer you deeper insights than the free version. Once you have generated these reports, it is important that you save these reports in a location that can easily be accessed by your team. Google sheets are one of the best options as they can easily be shared within the team and improve collaboration.
Understand Your Competitor’s Strengths
When Generals lead their armies into a battle, they do two things. First, they assess their own strengths and follow it up with assessing the strength of their adversary. In the world of digital marketing where the competition is neck-breaking, you must have a clear idea about your competitors’ strengths vis-à-vis their backlink profile. Look at the backlink profile of your competitors that rank above you and just below you using the same tools that we have mentioned above. This will give you a clear picture of what they are doing to get traffic into their website and also offer you a detailed roadmap of what you need to do to put your website’s ranking ahead of them. Here it is important for you to check the backlink profile of your direct competitors as well as those who you are likely to compete against in the near future.
Choose Link Building Options
Once you have done your internal link assessment and also that of your competitors it is important for you to pick and choose the best strategies based on your needs, budget, and of course your goals. From fixing broken links to attracting traffic through local citations and paid advertising there are several options you can explore. Add to this social sharing and guest blog posting and we are talking about a multitude of options of off-page Search Engine Optimization. Ideally, you should opt for a mix of a few of these strategies. It would be wise for you to employ a few at a time and measure the KPIs. This will give you a fair idea of where you should focus your energy. Not all strategies are likely to fetch the same kind of results for every brand and hence you need to adopt strategies based on your audience, competition, and other market dynamics.
Fix Internal Linking Issues
You may be surprised to see this point being mentioned on this off-page
Do Away With Broken Links
Even people with an elementary knowledge of Search Engine Optimization would tell you that broken links are one of the biggest roadblocks to high rankings on Search Engine Result Pages. They hurt your
Content Outreach
This is an excellent means of putting a backlink and earning redirects to your website. This is more of a problem-solving approach that benefits the users as well as brings you traffic and also helps in increasing your rankings. Read through blogs, forums, and communities where you come across a question or a problem that is being discussed. If you have content on the website that offers solutions to the problem get in touch with the webmaster, author, or editor and pitch in with your solution to the problem with a request to link it back to your website. This helps you build your authority in the subject matter and improves your brand reputation. It is important to remember that you should avoid asking for links to your product pages and rather redirect to those pages where you have case studies or tutorials offering a solution to the problem. Once you attract a user to the site, you can easily redirect them to pages containing your products and services.
Local Citation and Directory Profiles
Business listing sites and local citation directories are important parts of any off-page
Guest Blogging
This is one of the most proven off-page
Social Media Campaigns
You may already be running a social media marketing campaign and have done well to engage your target audience. But this is a slightly different strategy where the focus is as much on engaging the users as it is about driving traffic to your websites. When it comes to content sharing social media offers you unlimited opportunities. Compared to guest blogging your posts might achieve 10x or even 100x visibility on social media platforms such as Facebook, Twitter, LinkedIn, and Instagram. Apart from freely sharing your content, you can also use their paid promotion tools to improve the visibility of your campaign. There are high ranking sites that allow you to post guest blogs on a payment basis. Case studies, quizzes, and offering free downloads on social media is one of the best ways of linking your website to these platforms.
Paid Advertising
Paid advertising is an important off-page strategy and offers you immense visibility on the search engines. Platforms like Google AdWords, Facebook, LinkedIn, and others allow you to post your paid ads in terms of case studies, infographics, and text-based content to drive traffic to your website. This shouldn’t be mistaken for buying links on third-party sites that usually don’t offer you the same kind of visibility as paid ads. While you need to loosen your purse to implement this strategy, it can offer immediate traction to your site and offers you more control over the links and content that direct traffic to your website.
Leverage Competitor’s Broken Link
We have already talked about the importance of fixing broken links on your website and now you can extend this strategy to leverage the broken link of your competitor’s website. If you find broken links on your competitor’s website during your competitor analysis that we have already mentioned, you can reach out to those webmasters with the offer of linking to similar and relevant content on your website. This is one of the easiest off-page backlink strategies as your competitor’s broken link may be linked to several websites and you can hit a goldmine if you are able to find one broken link on their website. This also gets you redirects from highly read articles and posts.
We have come to the end of our checklist and to sum up these are the strategies you should adopt and activities you must perform when it comes to your off-page
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