Off-page SEO, also known as off-site SEO, describes optimization techniques that can improve your ranking in search engine results pages (SERPs).
Off-page SEO techniques happen outside of your site and normally outside of your control as well. It involves attracting backlinks from other websites, shares on social media, and mentions across the web.
Working on your Off-Page SEO is tremendously valuable because it tells search engines that your website is important to others on the web. Every link that you receive acts as an endorsement from another source that your website is quality.
This lets external sources act as tie-breakers for websites that have the same quality of on-page SEO so search engines know the best to rank websites on search engine results pages (SERPs). Link juice & social shares can mean the difference between page 7 and page 1 of search results.
For example, say that web page ONE includes tons of on-page SEO. Each page is optimized for keywords, and the back-end code includes the appropriate tags, page titles, and more.
Web page TWO has the same amount of on-page SEO. However, other authoritative websites have linked to its blog, it has active social media accounts, and its CEO has been featured as an expert in the industry by other websites and the interview links back to the “About Us” page.
As search engine crawlers run through their checklist, website ONE will come back with positive on-page SEO results, but note that the off-page SEO is poor. Website TWO, on the other hand, will earn a higher place in search engine rankings with its multiple backlinks, brand mentions, social media, publicity, and more.
And that’s what makes off-page SEO essential to any web page. Links are a critical component to off-page SEO.
Before you start building or earning backlinks, it’s essential to understand the different types of links, as well as the factors that influence the equity of a link to your website.