Off-page SEO is any optimization work that’s done out in the ‘wilderness’ of the internet, away from your website. The most widely known and primary off-page search engine optimization activity is link building, an integral aspect of SEO. Beyond link building off-page SEO also deals with is competitor analysis, content creation, social media involvement, and link management.
One of the most essential and intensive aspects of off-page SEO is building links. In a nutshell, when other websites link to your website it is considered a vote of sorts in the eyes of the search engines. The importance of the vote will affect how your website is considered and it is based on a wide range of variables, for instance; the type of link, the location of the link, the quality and relevance of the website’s content, the age of the site, what links are linking to that site, and more. There are many factors that are taken into consideration when the weight of a link is measured and it is important to create links from a wide range of sources. Essentially, link building is a critical aspect of the SEO process and much time will be spent here.
Rank Tracking & Website Analytics
This is one of the absolute most important aspects of SEO, and a regular off-page SEO activity. It is through the process of tracking the movement of your website in the search engines, monitoring how visitors find your website, and what they do on your website (such as filling out a form or accessing a desired webpage) that we can assess the true value of SEO. Monitoring these aspects allows us to determine how successful our work has been and where to tweak our campaign to fully optimize your website.
It is often through monitoring visitor metrics that new opportunities present themselves. Monitoring where traffic comes from and how visitors arrive at your website allows us to further improve your website beyond the initial scope of optimizations. Once this information has been discovered it shows up what content we should create allowing us to then further improve on-page SEO aspects.
At the onset of the your campaign it’s necessary to take a good inventory of your competitors SEO efforts in order to get an idea of what will be required for your on-page SEO, and off-page SEO strategies. This basically means detailing your competitors on-page SEO and off-page SEO strategies. The information provided by this phase is invaluable as it provides us with a good idea of the work involved to successfully rank your website. While writing up a SEO quote we do a simple form of competitor analysis to get a general idea of what will be involved.
Beyond an initial competition analysis phase, throughout the campaign it is also important to keep an eye on your competitors. Since fluctuations in ranking is common by tracking competitors websites we can much more easily differentiate between search engine updates, competitor improvements, or any factors affecting your rankings.
There are times we need to create content for external sources and link building purposes. This will be an important aspect of off-page SEO and conducted throughout the life cycle of your SEO campaign. Writing effective SEO content requires a special finesse to effectively use keywords while writing easy to digest content. Typically, content is written throughout the life of the SEO campaign but this aspect is always at it’s strongest near the beginning of the SEO process.
Social Media & Web 2.0 Integration
Full-blown social media management is a process all of it’s own. However, even if you’re not interested in a full social media management package, proper off-page SEO dictates that we generate some buzz in the social media channels. This is essentially getting your website linked to, mentioned by stirring up some interest and contacting related parties. A fantastic way to do this is by promoting blog posts and getting involved in industry specific discussions over such services as Twitter and Facebook. Adding photos to sites such as Flickr, videos to YouTube, and creating niche blogs are also important aspects of off-page SEO. Where do we get the videos, blog posts, and pictures from? Well this phase of off-page SEO definitely involves content creation.
In addition to our SEO services we do also offer social media management services which includes building targeted followers/likes and interacting with your desired audience to increase your brand awareness and lead generation.
This aspect of off-site SEO involves keeping track of the links we’ve made. It is not uncommon for a link to be here today and gone tomorrow, so by actively monitoring the presence and life cycle of all links we are able to respond pro-actively in the event that important links go offline. Failure to monitor links can result in dwindling returns on SEO efforts. This is another reason why it is important to search out high-quality links during the link building phase, as luck would have it quality links tend to come from well established sources leading to a long (if not indefinite) link life. Link management also includes other responsibilities crossing over into the link building world, such as maintaining relationships with other webmasters in order to promote your website.