Sometimes, we don’t have control or a say in what happens to our business. Outside factors are hard to control, making them volatile and harmful to the well-being of your enterprise. SEO practices place your business on the front page of Google, and our on-page SEO methods are under our direct control. But off-page SEO can be tricky, as it’s not directly supervised and requires a different approach. The main difference between sup-par, average and excellent SEO is on which page you’ll land.
We all know that the best place to hide a corpse is on Google’s second page, so if you don’t wish for your business to be forgotten, you’ll invest in quality SEO. It’s still possible to mitigate and reduce the risks, but it’s important to understand what parts of off-page SEO are under our influence. Adhering to a set of rules, and continuously improving you can stay ahead of the curve!
1. Create content or bust
Supplying your SEO (both on and off-page) with a steady stream and surplus of content ensures your SEO has something to work with. With content marketing, you are offering something tangible and of value, both to your customers and associates.
The value of quality content is constant in the SEO industry, where everyone flocks to good articles that respect your user’s time and offer something of value. Whatever consistency you may have with producing content, be it X times a week, you need to maintain it alongside its quality. Think of content as another type or extension of your company’s product portfolio, and you will soon realise its importance.
2. Engage in backlinking
One hand scratches the other, even in the SEO business. Backlinks are bridges that drive online traffic both ways. Your content can lead to other places, and with backlinks, they can also funnel traffic towards you. Google and SEO practices love backlinks because the connections made on both ends make content stand out. When you collaborate and build links, you’re creating value for both ends.
One-way streets are bad for traffic, so collaborating with different users and making as many backlinks as possible ensures your page gets good rankings. High-quality sites have domain authority, made through years of hard work and dedication. Creating backlinks with them can boost your off-site SEO needs, and any investment will prove fruitful.
Making noise online comes with people recognising and using your company name or brand. Without much thought, you can certainly name a few brands, related to any field. That recognisability is priceless, and it generates online discussions, notices and mentions. Each time any customer or user mentions your brand, you get exposure, and the off-site SEO of your company rises.
Managing it requires daily efforts, so employing experienced and pro SEO Services Sydney will help you manage such a valuable resource. Having a helping hand to guide you and capitalise with you on important brand aspects leads to your company’s growth. Creating the perpetual motion machine where your brand becomes synonymous with a term or SEO service, and for people to use it freely requires some effort in the beginning, but it gets easier with time.
4. Influencer collaboration
Speaking of working alongside people who are established online and have a set audience, influencer marketing is your next logical step in off-site SEO. Influencers can build your brand, give you instant wide appeal and recognition and promote you in every stream, post and link. Influencers have established crowds and users who actively listen to what they have to say. Their influence can shift your brand from the unknown into the spotlight, in a matter of weeks.
Such speed and fame do not come without risks, as each influencer has a specific demographic. Researching beforehand about which influencers you wish to associate with can save you from the negative backlash associated. Bear in mind that all actions of your chosen influencer reflect on your brand, by extension. Everything we’ve mentioned can also be used negatively, so pay close attention to what collaborations with influencers you make.
5. Create your Google presence
Google loves data, and the more you feed it, the larger it grows. Creating a Google My Business page is a good start to put your company on the map. Tour off-site SEO can direct its traffic to a certain focal point. Your webpage, blog and Google MyBussiness account all work together to bind the off-site traffic towards a specific place.
Connecting them brings value to any customer who wishes to learn more about your brand. Just like you need a physical company in our world, so you can testify and function to its full use, so too you need a Google My Business page in the virtual one. Existing on any other page than the first one is futile, and using all the tools available to get there is allowed! By taking this one small step, you are already on the right way to be recognised and better ranked by Google.
6. Engage with reviews
Now that you have an anchor, you need to do something about it so it does not weigh you down. Whenever a user leaves a comment, review or post about your company, that has the potential to grow your off-page SEO. Since those actions are not under your direct control, they fall under the category of off-page SEO. How you interact with them will determine your future rankings.
Never ignore or leave your user’s opinion, good or bad, as they make the foundation of your whole SEO. If a user has taken the time and effort to write a review, comment on it, acknowledge it and give it focus. People love attention, and the more you give them, the more they will respond. When you get a conversation going, you are also creating content in the process, allowing your off-page SEO to grow.
7. Use the data you have
Knowledge is power, and you have already gathered more than you think. Implementing Google Analytics allows you to process and better react to your chances. Each post and online action drives traffic towards your site. Identifying from what part it comes, where it ends or where it generates the most clicks is how you can make decisions.
Off-site SEO may be out of your hands, but the traffic coming from it is pouring towards your business. Understanding its nature and managing the data behind it lets you use your off-site SEO more efficiently. Intelligence gathering is an investment, and if you don’t use what you have, you only creating a needless loss. Your corporate decisions must be data-driven and made for a reason. Sampling, compiling, processing and analysing the info you have, makes you make better decisions, and it helps you guide your SEO towards profitable areas. Once you follow the data, you will arrive at results and rewards!
Dropping off from the radar and rankings happens when you become SEO complacent or stop investing. Most companies forget that SEO is not a long-term investment. It’s a permanent one. SEO success requires content (as we’ve mentioned above), and quality makes it shine. By extension, it also means your SEO experts need constant content to fuel your SEO machine. Without content produced in regular intervals, your SEO has nothing to work with.
What constitutes “regular intervals” is different for each industry and company, but the rules exist. Doing delightful research and creating your content calendar kick-starts your SEO, but don’t forget to fuel the fire. Even the best in the industry must stay there, always innovating and producing content for their customers. Think of content as songs to a band. Bands who stop playing become obscured and replaced by new upstarts. To prevent such a fate for your business, always keep your content machine churning out piece by piece.
9. Adapt to your surroundings
While it’s true that you should be present on various pages and forms of media, in SEO, one size does not fit all. Your company should carefully research its ideal customer and create its profile. Only then can you pick which platforms are best suited for your SEO to spread? Different places have separate rules, specific demographics and established ways of communication. By spreading your resources wide, and casting a wide net, you are only draining your potential and putting strain on your SEO.
Focusing and specialising in one or two platforms will make you distinguishable from your competitors, and bring value to your brand. Established businesses in certain areas have the benefit of a home field, allowing them to reap the rewards of focusing on a certain place and catering to one part of a demographic. It’s hard to appeal to everyone, and it appears dishonest. But, by being special and doing your homework, you can find a place for your business on the internet.
SEO consists of on and off-site. Two sides of the same coin, both work towards a common goal. And that is to set your business on the first page of Google. By understanding the nature and differences between the two, you can capitalise on the individual potential. Your off-site SEO may seem like it’s out of your hands, but it directly affects your reach. The sooner you manage to master it, the sooner you’ll reap the rewards! Complementing both sides of SEO is how businesses stay ahead of the competition!