Most people familiar with the world of digital marketing know a little bit about SEO, short for search engine optimisation. However, it may be more likely that on-page SEO elements like keyword-rich headlines, body copy, and meta descriptions come to mind.
You may be wondering: What exactly is off-page SEO? Let’s dive into this important area, from link building to content marketing, and how it can benefit your business.
For expert advice on all things SEO, contact the friendly team at practiceedge today.
Off-Page SEO vs On-Page SEO
Off-page SEO, also known as off-site SEO, describes efforts to improve the search engine ranking of a website without altering the website itself. There is a focus on generating links from elsewhere online, including through social media shares or authoritative reviews and mentions.
On-page SEO, on the other hand, describes elements and processes that occur on the website itself, including feature content like headings, body copy, and images and HTML content like meta descriptions and page titles.
A combination of on-page and off-page SEO tactics can help businesses achieve a higher search engine ranking, which in turn can help increase their organic traffic, or visits to the website directly from user searches.
Off-Page SEO and Building Authority
At practiceedge, we know that SEO success boils down to two key factors: relevance and authority.
Relevance refers to how well your website communicates what you do to Google. This is important because Google wants its search results to be highly relevant to a user’s query. If you’re searching for a local physio, you don’t want to be shown results for local dietitians! So, Google will look at your website and determine how relevant it is to the user’s query. The more relevant your website is, the more likely you are to rank.
But how does Google know which websites to trust? This is where authority comes in. Google also wants to show its users the most trusted results so it knows the information isn’t just relevant but also accurate. This is why authority is equally important when building online.
Off-page SEO is essential for building online authority, which significantly impacts your search engine rankings and overall digital presence. By earning high-quality backlinks from reputable websites, your site gains credibility and signals to search engines that your content is valuable and trustworthy.
This authority helps improve your rankings, making it easier for potential clients to find you. Moreover, a strong online authority enhances your brand’s reputation, fostering trust and confidence among users. In a competitive digital landscape, building and maintaining online authority through off-page SEO is crucial for attracting organic traffic, establishing industry leadership, and driving long-term business success.
4 Important Off-Page SEO Elements
Off-page SEO tactics like link building, content marketing, and reviews will help Google and other search engines see your website as reputable, leading to better visibility in search results.
Here are four of the most widely used elements.
1. Link Building
The humble link is a huge contributor to search engine rankings, as it provides a clear metric for the trustworthiness and authority of a website. Link building includes a range of techniques, all geared towards generating inbound links – or backlinks – to your website. These techniques include sharing your content on social media, joining an association to get a link on their website, asking journalists to host your content, and requesting websites to replace dead links with your content.
2. Content Marketing
Content marketing is another very popular off-page SEO tactic. It helps generate backlinks from other websites and can attract media attention, all of which build credibility. Some common content marketing techniques include social media shares, working with influencers and creators, guest blogging and posting, and digital PR campaigns.
3. Social Bookmarking
4. Online Reviews and Recommendations
You can increase the trustworthiness of your business by earning more online reviews. Your Google Business Profile should include multiple positive reviews, encouraging users to click through to your website.
We’ll Help You Master Off-Page SEO
To get your medical or healthcare website ranking highly, you need to build trust and authority within search engine algorithms. practiceedge can help you achieve this by utilising industry-relevant link-building and citation-building strategies.
To learn more about our proven SEO services, including off-page and on-page optimisation, book a friendly call with us below.
