Search algorithms and ranking factors are constantly changing but relevance, trustworthiness and authority are all factors that contribute to a page being ranked highly. Effective off-page SEO affords a website these key ranking-factors because quality links back to your website act as signals that your website is useful and relevant. This is why off-page SEO is a useful SEO technique.
BENEFITS OF OFF-PAGE SEO
The benefits of basic off-page SEO is that it will help your website to be recognised as relevant and an authority on the topic/product/industry. A recent study carried out by Moz, the industry authority on search, indicated that off-page SEO affects over 50% of the ranking factors of a website.
Each back link is the digital equivalent to a word-of-mouth recommendation. However, it is not as simple as placing links back to your website on as many sites as possible. Instead, a thorough look at your existing backlinks and a well researched outreach strategy should be considered to avoid a spammy approach link-building.
Ideally, you want links from websites that can pass on equity by having key signals:
- The linking site’s popularity
- How related the linking site’s topic is to the site being linked to
- The “freshness” of the link
- The anchor text used on the linking site
- The trustworthiness of the linking site
- The number of other links on the linking page
- Authority of the linking domain and page
Off-page SEO is straight forward when you know how and can be implemented as part of a comprehensive content marketing strategy or digital PR project.