SEO on page alone is not enough to increase traffic. You also need to optimize the website from the off page SEO side to improve the overall SEO quality of the website. Off-page SEO is very crucial for improving the trustworthiness and visibility of your website. In this article we will discuss what off page SEO is and how to optimize it in full.
What is Off Page SEO?
Off page SEO refers to SEO optimization step that is done outside of content or website. In on page SEO you only dwell on the internal SEO factors of the website, but off page SEO demands you to optimize it from external factors. External factors referred to inbound links/backlinks that we share on social media.
One of the most common off page SEO misconceptions is that off page SEO only addresses link building. Whereas off page SEO is much wider than that. Link building is indeed the most important factor in off page SEO, but not the only one. There are various steps of off page SEO optimization and we will explain each one in full below.
6 Ways to Optimize SEO Off Page
There are at least six ways to optimize SEO off page. The six ways are:
- Link Building
- Business Listings
- Brand Mention in Online Media
- Google My Business
- Share on Social Media
1. Link Building
Speaking of OFF Page SEO can never be separated from link building. Link building is the most important factor in off page SEO. Why are links the most important factor in off page SEO?
Because Google uses an algorithm called Page Rank. Page Rank is an algorithm that assesses the quantity and quality of backlinks on a website. Some SEO professionals say Page Rank is out of date. However, the fact that Google confirms that Page Rank is still a google rating factor.
Reports from Ahrefs also prove there is a strong link between the number of inbound links / backlinks of a website to its performance in search results.
Therefore, you need to get quality backlinks/inbound links to strengthen your website’s off page SEO. Well, in doing link building what are the factors that you need to pay attention to? There are at least five factors to consider. Here’s the explanation:
1.1. Page Authority and Domain Authority.
Each link has a different quality. The quality of the links from website A is different from the links from website B. Even the links from page 1 on website A and page 2 on website A also have different qualities.
The quality of these links is measured by the scale of the Domain Authority and Page Authority. Domain Authority is the quality of a backlink profile in an overall domain. Domain Authority is measured on a scale of 1 to 100. The higher the number, the better the quality of links from the domain.
On the other hand, Page Authority is the quality of links on a particular page. Page Authority is calculated on a scale of 1 to 100. The higher the number, the better the quality of the links provided by the page.
Then how to find out the DA and PA of a website?
You need to use an app like Moz or Ahrefs to know the quality of a website’s links. Moz and Ahrefs are both paid apps, so you’ll need to spend a small fee to use them. The cheapest package price is 99 US Dollars per month.
That said, you can use the trial version of Moz. With the trial version, you have the opportunity to check the link quality up to 10 times. Ahrefs also provides a seven-day trial version priced at 7 US Dollars.
We tried using the trial versions of Moz and Ahrefs to check the quality of the authority of the website page.
Ahrefs uses different metric names, namely URL Rating (UR) and Domain Rating (DR). However, the way it works is almost the same as PA and DA. UR to measure the quality of links on a specific page, while DR serves to measure the quality of links in the domain as a whole.
Well, when going to guest post or cooperate with website owners, you need to consider the quality of their UR/PA and DA/DR. That way, you can build quality links for your website.
1.2. Dofollow and Nofollow
Not all links are detected by Google. Google only detects dofollow links. What is dofollow? Dofollow is a link detected by Google bots so that it can improve the authority of a website. By default, links on a website are usually set as dofollow.
Instead, nofollow links are accompanied by nofollow tags that signal Google not to detect such links. So nofollow links will have no effect on the quality of your website authority.
How do I know which links are dofollow and which are nofollow links? It’s pretty easy. All you have to do is install the NoFollow Chrome extension. This Chrome extension will highlight nofollow links.
Then which type of link is good for your website? Actually, it depends on your goals. If your goal is to increase the authority of the website, you should try to get cooperation links that are dofollow.
It’s different if your focus is just traffic. Nofollow links still contribute to your website, which is traffic. However, nofollow links will not have any effect on the quality of the website authority.
1.3. Anchor text
Anchor text is text containing links that website visitors can click on. Google states one of the factors that affect the quality of search is anchor text. Links with the exact same anchor text as the targeted keywords result in better search quality than those that don’t.
You can not always control anchor text in other website links, unless you ask specifically to the website owner. That said, you also need to be careful. Because too many inbound links/backlinks with the exact same anchor text can result in Google penalties.
Relevance is also an important factor that you should pay attention to when building backlinks. Try to get backlinks from a website that is still one niche with your website.
For example, your website is in the culinary niche so you should get backlinks from websites that discuss similar themes. So are other niches. Getting inbound links/backlinks from the same niche has more value than backlinks from different niches.
The last factor to note when building backlinks is traffic. The higher the traffic source of backlinks, the more likely you are to be flooded with traffic from links on the website. Because the possibility of links to your website to be clicked is greater.
To see the estimated traffic on a website or its specific page, you can use Ahrefs.
Ideally, you need to get backlinks from the website with good authority, provide dofollow links, use the appropriate anchor text, be relevant to your website, and high traffic. Unfortunately, not necessarily all websites provide these five things. There are some who have only two of those three things or even just one.
Here comes your task, which is to sort out which factors need to be prioritized. If the goal is to build your website authority, PA/UR and DA/DR can be prioritized. However, if you need only large traffic, you need to prioritize traffic over website authority.
2. Business Listings
Being listed on an online business listing will also help your OFF PAGE SEO. There are several business listings you can take advantage of. Some of them are Trip Advisor, Zomato, and GrabFood.
Trip Advisor is a review site that accommodates business listings in the field of lodging, recreation places, to restaurants. GrabFood and Zomato are exclusively for restaurants.
GrabFood is not actually a review site like Zomato. However, if you register as a GrabFood merchant, your business will get one special page on its website. Surely this can be useful for your off page SEO.
To register your business on all three services, you can go to the following links:
3. Brand Mention in Online Media
Usually after doing a certain campaign or activity, your business can get brand mentions from online media.
Does mentioning a brand without a link to a website like the above can affect off page SEO? Can you benefit from mentioning names without links to websites?
When it comes to profit, of course you still get profit when your business name is mentioned by online media. That way, online media readers are getting familiar with your website.
However, when you view this from off page SEO glasses, mentioning brad names without links does not have much of a big effect. Because it can not contribute to your authority or traffic.
Even so, don’t be disappointed just yet. Because with the brand mention, it means that the online media is familiar with your business. You can contact the online media and ask them to add a link to your website in their article.
4. Google My Business
Google My Business is a free business listing service from Google. Anyone with a business can register their business with Google My Business. Google My Business turns out to be useful for improving the quality of your off page SEO, especially for local SEO.
By signing up for Google My Business, it’s easier for your business to appear in local search results. In addition, your business will also appear on Google Maps. Plus, your business also has a greater chance of showing up in the snack pack box of Google search results.
Reviews about your products and business also have a pretty important influence on off page SEO. The report from Moz shows that reviews are the seventh important factor in local SEO.
The reviews referred to here are not only from Google My Business reviews, but also from other review sites. The more positive the review is given, the greater the role it will play in the SEO off page of your website.
Unfortunately, customers are often lazy to provide product reviews. To overcome that, you can hold a giveaway to keep customers motivated to write a review of your product. You can direct them to reviews on their respective blogs, in your Google My Business account, or on specific review sites.
Google officially states that sharing on social media is not a ranking factor and has no direct effect on SEO. One of the alleged reasons share on social media is not included as a ranking factor is that it is too easily manipulated. You can get thousands of likes and shares at affordable prices.
Then why share on social media we still enter as one of the steps seo off page? Because the share on social media that is original (not from the results of buying) still has an indirect influence to seo off page.
The more you share your content on social media, the more likely it is to reach people to read your content. That way the potential for your content to be talked about, reshared, or even referenced on websites/blogs/online media is getting bigger. Therefore, social media sharing remains important for off page SEO even though it is not directly.
Off page SEO does tend to be more difficult than on page SEO. Because most of the off page SEO factors you can’t control completely. However, all that hard work will pay off when your authority and traffic increase after implementing all the off page SEO optimization steps.
However, before starting to implement off page SEO, make sure you are complete in optimizing the website from the on page side. Why is this important? Because without good quality on-page SEO, other websites will be reluctant to refer to your website. As a result, the potential to get inbound links / backlinks to your website is getting smaller.
So fix on page SEO at first, then you can apply off page SEO to the maximum.