What is Off-Page SEO? Definition, Goals, and 7 Ways of Optimization

Search Engine Optimization (SEO) is a technique used to increase the ranking of a  website in search engines. There are two types of SEO that are usually applied by webmasters, namely on-page and off-page SEO. In this article, you will find out what off-page SEO is, its goals, and how to optimize off-page SEO.

Understanding Off-Page Optimization (Off-site SEO)

Off-page optimization is the process of creating inbound links (backlinks) in the most natural way possible. This "natural" method is important because search engines are getting smarter and more concerned with user experience. Performing SEO techniques that seem instant or “unnatural” can actually destroy the reputation of your website.

Although not the only one, but backlinks are the main factor for off-page optimization. Like a bridge that connects the internet world with your website, backlinks can help you increase website rankings. Usually, the number of backlinks you have can also affect how search engines judge the reputation of your website.

You might be wondering, how many backlinks do you need to increase the ranking of a website? Unfortunately, there is no definitive answer, because rankings fluctuate, depending on the ranking of other websites. However, remember that off-page SEO optimization is not just about building backlinks.

Off-Page SEO Optimization Goals

Having a goal similar to on-page SEO, because both are SEO techniques, off-page SEO optimization also aims to increase website rankings  in search engines, increase  website traffic, and even increase conversion rates.

In addition to increasing website ranking,  traffic, and conversion rates, off-page SEO optimization also aims in:

• Building Reputation

When your website has a high ranking, at the same time your website reputation will increase. However, this ranking increase must also be accompanied by quality, informative, and useful content for readers.

• Branding

Off-page SEO Optimization also can help build the brand image of the website. Whether you use a website as a portfolio, an online store website, or as an online medium, good optimization and quality content can add credibility to your  website.

• Promoting Content Marketing

If you use a  website as an online store, of course you want visitors to know information about the brand or product that you offer. Proper SEO optimization can make it easier for you to promote  content marketing.

Off-Site SEO Optimization Techniques

After knowing the meaning and purpose of off-site SEO, now you need to know how to implement it. The following are 7 ways of off-site SEO optimization for websites that you can do:

1. Link Building

You can use link building  to build a website's reputation in search engines. Usually, website managers are guided by the PageRank algorithm created by Google. Although it is rarely discussed, almost everyone in the world of SEO already understands the concept of PageRank assessment.

Link building is usually done by "embedding" links on other websites that point to your website. But before that, there are a few things you need to pay attention to when you want to do link building:

• Domain Authority and Page Authority

Page and domain authority is an assessment made of a  website. This assessment is based on domain age, popularity, website content , and quality of content in a domain or website page. The bigger the number, the better. You can use this number as a consideration for choosing a website when you want to do link building.

There are two types of links that you need to know when you want to create backlinks. First, there is a dofollow link that Google will read and use to rank up to the domain and page authority of a website. Then there are nofollow links that Google will not use to judge a website. You can check whether a link is  dofollow  or  nofollow by using the Google Chrome extension, NoFollow.

Google will read the  anchor text  to assess the relevance between the keywords used and the links attached to them. For example, if you want to direct readers to a website article about SEO, then you should use the anchor text "SEO".

However, you also need to be careful in its use, because excessive use of  anchor text  can also invite suspicion from Google and can give you a penalty.

• Traffic

Traffic or the volume of visits to a  website is also important for you to consider when you want to do  link building, especially if you exchange links with other websites. Because, traffic numbers can also determine how many visitors will click on your website link that is added to another website.

• Relevance to Website

2. Business Listing

The next way of off-page SEO optimization is to enter your business identity into business listings. This step can be more effective if the products you offer are food and beverages, lodging services, or recreation. You can use review websites TripAdvisor, to post information about your business.

3. Leverage Google My Business

Everyday, Google receives billions of searches for various information that users need. Therefore, there is nothing wrong if you also add information about your business to the features of Google, Google MyBusiness or Google My Business. The method is easy, you only need to add basic information, photos, and of course the website address.

4. Share on Social Media

There's nothing wrong with using social media to take advantage of your website in terms of  off-page. You can use social media to share notifications after you've just released new content or articles on your website. If you get a good response, Google can receive a signal that the content you are releasing is of interest to others.

5. Cooperating with Online Media

You can also do this step to perform off-site SEO optimization on your website. When your business has just made an achievement, collaboration, or event, you can create a press release to be distributed to online media and create a backlink to your website.

6. Email Marketing

Email marketing is often used by marketers or business owners to promote products or services. The reason is, interactions using email marketing are considered more personal so that they can cause more responses from email recipients. This method can be done to attach your content or articles so that off-page SEO on your website is more optimized.

7. Product Reviews

This last method requires extra effort in its implementation. Because, off-page SEO optimization on your website can run smoothly if there are users who do reviews or reviews on their website. Therefore, in order to not only “attract Google”, you must also be able to attract the hearts of your customers and gain their loyalty.

Conclusion

Remember, whatever method you use to do off-page SEO optimization, don't do things that are prohibited by Google, yes. For example, link farming activities, namely creating other web pages to build backlinks, sending spam emails so that visitors click on the website, or creating clickbait discourse. Hope this article helps, good luck online!