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In Digital Marketing, Search Engines like Google, Bing, etc, are using complex algorithms to determine the ranking of your website on the Search Engine Result Pages (SERP). One way to increase traffic is by optimizing your website which is majorly based on the content present on the page and off the page. This article will focus on Off-Page SEO and its processes.
These are the topics that will be covered in this article:
Search Engine Optimization or simply SEO is the process of increasing the traffic onto your website for free. To put it across in a better way, I’d say, it is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
SEO is increasing the chances for companies to grow and flourish. This is because organic traffic is more reliable and is got without investing much. So, if you want to learn about how SEO works, check out Edureka’s latest video on SEO. No wonder On-Page SEO is very important but, if you don’t focus on Off-Page SEO, you wouldn’t be able to meet your desired target.
Now that you’ve understood what is SEO, let’s move ahead and take a look at the different types of SEO available in the market.
Often people get confused between the types and the techniques. Types include Black hat SEO, White hat SEO, and Gray hat SEO. Now, the techniques include
Well, On-Page SEO is the practice of optimizing individual web pages to rank higher on the SERPs and get more relevant traffic from the search engines. As the name suggests, it optimizes the content that is present on the page.
Now, what do you think is the content present on a page? It is nothing but the Title Tags, Meta Tags, Keyword Density, URL and so on. These are nothing but the strategies that you follow to gain more traffic by having content on the page. You might think what’s so special about working on the content present on the page? Well, there is.
As long as you focus on giving more attention to the content and the way it is presented to the viewer, you’re in safe hands.
Off-Page SEO deals with the actions that are performed outside your website to improve your ranking on the SERPs. A recent study also states that Off-Page SEO makes up to 75% of a good Digital Strategy.
It has everything to do with your social presence, link building and many more that don’t really have to be present on the page. Putting it layman terms, I’d say, Off-Page SEO simply tells Google or Search Engines about what the audience think about your website.
Also, I often come across people who say Off-Page optimization is just link building. But, there’s definitely more wings to it. It has strategetic control over the ways of making you famous on the internet.
Very widely used Off-Page’s elements are:
Search engine algorithms, ranking factors, and the tactics are constantly changing. Parallelly, the general concord is that the trustworthiness, relevance, and authority that an effective Off-Page SEO can afford still plays a drastic role in that page’s ability to rank.
Links are very important to make your website rank on the SERPs. So, having links (inbound, outbound links) in your website could just increase your chance of ranking on the first page on Google.
To make sure that your content ranks, there should be proper visibility of your website.
Often, websites don’t rank because of Off-Page SEO. This is due to the absence of link building, social media, videos, blogging, etc.
Backlinks are the heart of Off-Page SEO. Search Engines like Google, Bing and many more make use of backlinks as certain indications for good quality content. Backlinks are also the most critical part of Off-Page SEO.
For this purpose, you can make use of SEO tools.
Ahrefs is one such tool that has a backlink checker that helps you in understanding how to create backlinks and handle them.
When I say the link, I’m talking about the links that are present on the webpage, connecting it to the other website. I’ll be mainly talking about three types of links.
Major factors which influence these links are:
One of the most effective and most popular ways of dealing with Off-Page SEO is Link Building. Here, we have the concept of “votes” which helps in gathering the ranking position of your competitors and your company.
There are many ways through which you can include links. A few notable ones are:
Next, we’ll talk about the Anchor Text that is used for creating links off the page.
This is a visible and clickable text in the hyperlink. These links are the ones you can find in any article when they are linking to another web page. It is often the blue and underlined text.
<a hrefs= “https://www.edureka.co/”</a>
These Anchor texts are used by Search Engines to show how the reflection of how the audience view your website. The “anchor” was used in the previous HTML specifications. Now it’s used as the “a” element.
These factors have a lot more influence on your traffic compared to the ones you’ve got without SEO or Social Media Marketing. These are a few notable ones among the Non-link related Off-Page SEO.
Note: The net result of each of the activities on your website is to somehow create a reference to your site from elsewhere on the web, reference a link, a mention of your brand or website.
Backlinks also called inbound links or incoming links. These are created when one website links to another. The link to an external website is called a backlink.
Google and other major search engines consider backlinks as votes for a specific webpage. It means that the page with a higher number of votes will rank higher on the SERPs.
Example: Imagine I like a post from X on Instagram. I share the corresponding post on my profile and my followers will click on the post I shared. This is actually going to create a backlink to the post from X. It means, here, I’ll not only be including the post from X, but I’ll also be getting more views and clicks because I shared one of the top posts from X. It’s a Win-Win situation.
Backlinks are important to make sure the audience know about your business. Also. lookout for people to find other sources of information on the same or related topics.
Note: To check how many backlinks your website has, paste your domain into Ahrefs’ Site Explorer or it’s free backlink checker.
Comparing the two most widely used SEO techniques, I’ve noted down the major differences between them.
|On-Page SEO||Off-Page SEO|
|Involves optimizing content, meta tags, description, title and every other element on the website.||Involves activities that drive significant traffic, awareness about your website and linking.|
|On-Page SEO deals with Content marketing, keyword optimization, page speed and so on.||Off-Page SEO deals with linking, Social media, backlink and guest blogging.|
With this, we come to the end of this article on “What is Off-Page SEO?”. I hope you are clear about the topics that are discussed and added value to the knowledge of Digital Marketing.
If you wish to enroll for a complete course on Digital Marketing Certification Training, Edureka has a specially curated Digital Marketing Post-Graduate Program which will help you gain expertise in various digital media aspects like Keyword Planning, SEO, Social Media Marketing, Search Engine Marketing, Email Marketing, Affiliate Marketing, and Google Analytics.