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By the term off-site SEO, we understand positioning-oriented activities that take place outside the promoted website. These are primarily external links that are responsible for the credibility of the site. The search engine algorithm treats their presence as a kind of recommendation. Is off-site SEO more important than on-site activities? Is it possible to position a website based on only one of these two techniques?
What activities constitute off-site SEO?
The term off-site SEO covers several different activities, each of which is designed to positively influence the position of a website in organic search results. The most important of them are:
- Acquiring links
- Google listing optimization
- Guest entries with or without link
- Age and history of the domain
- Industry (competition)
Link acquisition is an essential off-site SEO activity . Google’s algorithms treat them as “commands” and therefore have an impact on the position in the search engine. The process of obtaining links is called link building. This solution is extremely time-consuming, especially when we care about the quality of obtained links and we want to do it completely for free. Links can be in the text of articles, comments, hidden in images and other elements on the page. When talking about links, it is also worth mentioning the anchors. It’s a piece of text (anchor) to which to link. Usually, this kind of link is displayed in blue. Anchors are of great importance in the context of off-site SEO. Placing a link with a keyword phrase on an external website will result in the promoted website having a chance to achieve a higher position in the search engine.
Optimizing a Google listing allows you to achieve better visibility, primarily on mobile devices. The search engine uses geolocation to match the results to the user’s needs. If you search for “restaurant” on your smartphone while in Warsaw, there is practically no chance that the displayed results will be promoted by the websites of companies from Krakow or Gdansk. The implementation and completion of a Google listing is therefore an important part of off-site SEO .
Guest entries allow you to promote your website on the web. Even text published on an external website without any link can positively affect off-site SEO . How it’s possible? If your site is properly positioned, your article will be ranked high in the search engine. After reading it, users will go to your website, as long as I know how to do it. A guest post can also contain a link – in this case, we are talking about obtaining links, which directly affects off-site SEO .
The age of the domain (the older, the better) and the service industry also play a role in positioning. If your website is competing with the big brands investing in SEO, you will need a comprehensive off-site strategy to achieve satisfactory results. In such a situation, a good solution will be to use the services of professionals who will prepare an appropriate strategy and implement it.
Errors with off-site SEO
The biggest mistakes in off-site SEO are made by people who do not have adequate knowledge about positioning. If you run the website on your own, you may be unknowingly breaking the guidelines imposed by Google. How it’s possible? Contrary to appearances, the use of illegal techniques (black hat SEO) is extremely easy. Many entrepreneurs unknowingly break the rules imposed by the search engine, believing that their actions will bring positive results.
Categorically avoid getting links from spammy sites. Don’t assume that “more is better.” It is more effective to get one link from a solid domain than to generate dozens of worthless backlinks from sites of dubious quality. A mistake with off-site SEO is also the lack of a Google business card. This is a particularly common problem for people who operate primarily online, and not stationary.
Equally often, people with little knowledge of SEO think that the best solution is to get all the links with anchors containing key phrases. This kind of action is unnatural and will be quickly caught by the Penguin algorithm (especially when we are talking about thousands of acquired links). Among all the links, anchors with key phrases should constitute a dozen, or possibly several dozen percent.
In off-site SEO, not every link has the same value, even when we are talking about two links from exactly the same domain. This is because of the dofollow and nofollow attributes. Dofollow links convey a lot of power and are of great importance in the context of positioning. On the other hand, nofollow links do not convey any power or a small part of it (there are still disputes on the web about this, and Google has not given a definite answer). Therefore, it is best to use link building based on dofollow links when positioning. Does nofollow not matter then? And yet their presence is just as important! The absence of nofollow links can mean artificial (unnatural) sourcing. Therefore, when implementing link building, it is best to keep a balance between nofollow and dofollow.
Without a doubt, it is also a big mistake to ignore off-site SEO , focusing only on on-site activities. You need to know that even the best optimization will not make a domain in a competitive industry always in the top positions. Using the off-site technique is as important as on-site positioning.
How to monitor off-site SEO effects and what tools to use for it?
You can monitor positioning for off-site SEO . For this purpose, it is worth using three tools:
Each software has separate functions useful during positioning. Although all tools are paid, you can learn a bit about your website (or your competition’s domain) on the free version. Among others, SEO specialists use the presented solutions.
A tool such as Ahrefs has a Domain Rating, while MajesticSEO is famous for its Trust Flow. Both of these stats come in handy for off-site SEO as they tell you about the quality of the domain in terms of link profile. You can use these indicators, for example, to verify whether it is worth acquiring a link from a specific website. It should be noted, however, that Domain Rating and Trust Flow are only “helpers” and not a solution dedicated by Google. These are helpful indicators, but during link building you should also take into account other aspects – including traffic on the website or the keywords for which the domain is displayed in the search engine.
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Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).
SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.
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SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
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