Evaluating and optimising your website and its various pages is a fundamental part of SEO, but to get the best results you also need to think about actions taken outside of your own site.
The impact that other sites, publishers and people on the internet can have on your rankings in search engine results pages falls under the banner of off-page optimisation.
This is an important part of your overall search engine optimisation (SEO) strategy, because off-site ranking factors can make a big contribution to how relevant, trustworthy and authoritative your site is considered to be by search engines and users.
How can you control what others do on the internet?
Central to off-page optimisation is the practice of building backlinks – links to content on your site from other websites.
You can earn backlinks naturally by producing high-quality, authoritative content that other sites want to link to, or you can engage in deliberate link-building activities, such as encouraging customers to link to your site or asking influencers to share your content.
Different factors influence the impact backlinks will have on your overall SEO results, including:
- The popularity and trustworthiness of the linking site
- How relevant the source of the link is to the target of the link
- The anchor text used on the linking site
All of these things need to be considered in your link-building strategy, as you can be penalised for irrelevant links. Whether you have intentionally employed disreputable services or not, it can count against you.
What else can you do to improve off-page optimisation?
Off-page optimisation also refers to other activities that occur outside of your website but have an impact on your SEO, such as:
- Social media marketing
- Guest blogging
- Influencer marketing
These are areas that you can have direct control over and a well-considered strategy can greatly improve the overall standing of your website. Social media and influencer marketing, as well as guest blogging all lead into each other and when properly integrated are powerful tools.
To get the most out of these areas, it’s important to do your research. After all, you want to appear on platforms where your audience is present and to engage influencers that are in line with the ethos of your brand.
It’s also vital to track the performance of such campaigns, as this will help you make decisions over future tactics. This should be done in relation to the goals set out at the beginning of your link-building strategy.
Axonn offer support
If this is an area you’re looking at as part of your efforts to improve your search engine rankings, Axonn is here to help.
We can answer your questions about off-page optimisation and also support your efforts to gain backlinks by producing high-quality content.