SEO Basics: With Off-Page Optimization to Ranking Success
How you can significantly improve your ranking in Google search results with competent off-page optimization of your web pages, blog articles or product pages.
Interested? Then read on now!
Off-Page optimization& Goals
Alongside On-Page optimization, so-called Off-Page optimization is one of the two main pillars of search engine optimization (SEO). The Off-Page Optimization Pillar includes all measures that are not carried out directly on your website, but contribute to your search engine ranking. As with On-Page SEO, the goal of Off-Page optimization is to achieve a good ranking in the search engine results — in the best case among the top 3.
Basically, it is about building, stabilizing or increasing the good reputation of your website, which you can support significantly with so-called backlinks. An additional goal of optimization is to increase the trust and awareness of your brand on the Internet, which also has to do with the number of referring websites, but can also be promoted and accelerated by other measures.
Off-Page Optimization: It all depends on the right strategy!
To achieve the above goals, you need the right strategy. A mix of different measures — for example, you should take some steps to increase your brand awareness. You can do this with guest articles, press articles or directory entries. The most important measure here, however, is the setting of backlinks.
What are backlinks?
In a nutshell, backlinks are nothing more than references to your own site — links on external websites that point to your content. The links therefore lead from other websites to your content, your website.
Backlinks are important for search engines like Google, because they include the link profile as a significant ranking factor in the evaluation of your website. For Google, there are two values that are important — the link popularity and the domain popularity. The more links from other sites point to your content, the higher your link popularity. The more domains link to your content, the higher your domain popularity.
However, backlinks should not be placed just anywhere on the Internet, but to a considerable extent on pages that are relevant to your content, have a good reputation and high rank values. Such backlinks are very important for search engine ranking.
Besides the fact that the number of backlinks is an important SEO factor, they are also important indicators of the trustworthiness of your website. Because as soon as your website is linked on other pages, another company “vouches” for you. This gives your potential customers or visitors a feeling of credibility and security, which in turn is rewarded by Google with the corresponding rankings in the search results.
Before you try to place a link to your site on other websites, you should also look at the audience, the visitors of this site. In addition to the positive effect on your ranking, you also want to generate traffic, i.e. website visitors, with the link.
How do I get backlinks?
There are 3 ways to get valuable backlinks:
- Join forces with partners or customers and create helpful backlinks on the respective pages. This way is recommended but only very limited, because, if you overdo it with it, Google recognizes very fast that here only links are exchanged back and forth, and devalues these.
- Search for relevant websites, contact the website owners and offer them to write a high-quality guest article. From this guest article you can then link to your website.
- Create helpful, interesting content with lots of added value for users. Content like this will be happily shared on social media and linked to in other texts.
The reputation of your brand as a measure of Off-Page optimization.
According to studies, 60% of internet-connected consumers buy new products from brands they know. The rest have to go through a painstaking process to prove themselves. The reason for this is probably that consumers (and Google) trust well-known brands or trademarks more than they trust no-name products or websites, and are more likely to view them as authorities in the relevant subject area.
Google confirms that your brand also plays a role in your SEO ranking. So it is also an important part of your Off-Page optimization to build a good reputation, a brand awareness on the Internet. You can do this by being active on social media channels like Facebook, LinkedIn, Twitter, etc., among others. Which social media these are in your case depends largely on where your target group is located. Online reviews on relevant platforms can also push your brand, and therefore your ranking, forward. So can mentions in blog articles or forum posts.