Off-page SEO, or how it is known to all, Off Page SEO encompasses all those resources, factors and activities to take into account that are carried out from outside your own web page and that help to position it.
Its ultimate goal is to achieve an optimal positioning of your website, and therefore it will try to get all possible links from other pages to your own. The majority of these links will be tried to be of quality, but we must bear in mind that nothing is perfect in its entirety. Google applies this, and if it sees that everything is extremely perfect, it may think that something strange is happening and will penalize your website.
In addition to getting links through other pages, SEO Off Page is also considered everything that is discussed about your brand on Social Networks (whether on your own initiative or not), in forums and on blogs.
Thanks to SEO Off Page it is an ideal complement to improve your strategy. You will gain authority, expand your brand, complete the work started by SEO On Page, and therefore, your position in searches will be improved.
Next, we expose you the different types that we can find:
1. Links
Each link will increase your position, since your brand will be becoming more known and Google will consider that you are doing things well and will score you positively. It is important to differentiate here that a mention is not the same as a link. Here we talk about a direct redirect, the rest will be discussed in the following points. We find two types of links:
• Organic. These are those links in which a page links you, on its own initiative, to your own. They are the most valuable and important since it is the sign of a good strategy on your part.
• Link Building. They are the so-called artificial links. That is, campaigns created with the sole objective of improving positioning. For example, make agreements with other companies for mutual cooperation. Perhaps your work here is not the most suitable, but the other company will make links only by the agreement you have in common.
Within the types of links it is also possible to differentiate between:
• Dofollow links. They are the links that most contribute to a correct positioning, since if you select quality pages to link to, you will get a positive Pagerank transfer.
• Nofollow links. Nofollow links are used to prevent search engines from following the external link. In this way, if the page that linked you is penalized or poorly rated, yours will not be affected. That is, these links do not grant Page rank.
Ideally, have more Dofollow links, as long as the other pages are well rated. But sometimes you can’t apply a general rule of thumb when it comes to digital marketing. That is why you should reason if your brand should be linked with another, make its own way, etc.
2. Content
Perhaps this is the main part of SEO On Page, but it is inevitable to include it here as well. If you want to obtain natural (organic) links, you must have enough quality content so that other websites trust yours and see your appropriate content to publish it on theirs.
3. Ratings
This includes all the comments and reviews included in forums or blogs. In this way, we can relate this section to the previous one, since if your content and what you offer is positive, these comments will be positive and will help you. But if otherwise you get negative comments about your content, you will have to review and correct your activity to reverse the bad score that has been awarded to you. Always remember: quality before quantity.
4. Social Networks
What would a digital strategy be if we don’t talk about social networks? These are present in all aspects. Here we can see how the three previous sections come together.
• First of all, the links can originate from any profile of these networks (for example, a tweet from a company that mentions a certain post or activity of your company).
• On the other hand, we have already said that content is the most important thing and what will determine everything, although here it will also be important how you promote or distribute it through your different profiles.
• And finally, the ratings. Social networks have become the platforms where people share absolutely everything that happens to them in their lives. This being the case, it is clear that they will share any type of experience, judge it and rate it. In addition to providing you with good feedback, they have and will be increasingly important in your SEO Off Page strategy.
TIPS TO START AND DEVELOP YOUR STRATEGY
1. Creation of profiles in different social networks. Currently, if you are not present in them, you will practically go unnoticed in the world. Establish how many you can keep with a good activity and in which ones your presence will be more effective due to the audience you want to reach.
2. Create social bookmarks
You will be generating traffic to your social networks, a fact that at first may not be so relevant for SEO and yes for social networks. But when the followers increase in these, your SEO positioning will be greatly benefited.
3. Creation of profiles on social networks of the most influential people in your company. It is a good option to improve your reputation. If you have relevant people in your company and on their social networks, for example LinkedIn, it appears that they work for your company, it will come in handy when it comes to increasing your number of visits.
4. Activity in social networks
As we have mentioned before, social networks are essential. And it has to be remembered here again: “quality before quantity”. Due to the constant evolution and use of them, customer service has acquired a very important role here. Initially these were used for advertising purposes, but since people share any type of experience here, it is very useful when trying to mediate any negative comments.
5. Register in search engines and directories. If you don’t, they won’t know about you. Start with the basics.
6. Publications on reference sites.
If your level is good and you have options to publish in important forums or blogs, don’t miss the opportunity, since the scope you can get is enormous.
7. Share documents.
Here comes into play what purpose your page or company has. For example, if you are a consultancy or just have a blog, you can share free e-books made by you.
8. If you sell, do it also through Marketplace. Is your goal to sell and you do it through your page and physically? Do not settle, market through Marketplace platforms (Amazon for example), since in this way you will be transmitting trust and security to your users.
9. If possible with your company, create an app.
It is a great option, since an app offers you many different possibilities than those mentioned before. Before its creation, you must be clear if its cost and use will be optimal and useful for your purpose, since if not, its creation may be a resounding failure.
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