What Is Off-Page SEO? Definition & Best Practices – Forbes Advisor

There are many off-page SEO strategies that improve your expertise, authority and trust (EAT) so your website ranks higher in search engines such as Google. To help, we’ve put together a list of the top off-page SEO strategies that generate more organic traffic. Many of the below strategies relate to link-building tactics, while others focus on increasing other brand signals that factor into your website rankings. Take a look at the full list below and choose the strategies most suited for your needs:
Create Share-Worthy Content
To generate positive brand signals that build authority and trust, ensure that your content is compelling enough that other websites, influencers and your intended audience are motivated to share it. Creating share-worthy content starts with understanding your audience’s needs and then providing actionable information in a unique and engaging way.
Examples of share-worthy content include comprehensive guides, insightful industry reports or visually appealing infographics that provide value. The more your content is shared, the more backlinks you’ll build. Plus, you’ll also generate positive brand signals when people share your content across social media and more.
Conduct Direct Outreach
One of the most common ways to build backlinks is through direct outreach. Direct outreach is the act of finding relevant websites with high domain authority, and then reaching out to them via email or similar medium to suggest a piece of your content that they can link to. When conducting direct outreach, it’s important to first identify authoritative websites that are relevant to your audience. Then, make sure you suggest a piece of truly helpful content that will help their website by linking to it.
Perform Broken Link Building
Broken link building is a link-building outreach strategy where you use SEO tools such as Ahrefs or Semrush to identify broken links on relevant and reputable third-party websites. From there, you reach out to those websites, identifying the broken link for them and suggesting a relevant piece of replacement content from your website.
Respond to HARO Requests
Help a Reporter Out (HARO) is a website that connects journalists and bloggers with expert sources for articles they’re writing. Journalists submit a query for expert quotes and will choose the top responses to include in their content. Oftentimes, these journalists will provide a backlink to your website as attribution for the quote.
Guest Blog on Relevant Websites
Guest blogging is a great way to improve your brand signals by building off-page brand authority as well as generating additional backlinks. To guest blog effectively, find relevant and reputable websites that accept guest blog submissions. From there, write a high-value piece of content for that website and submit it along with a writer bio that mentions your brand. Many guest blogging sites will often let you insert one link back to your website.
Find Unlinked Brand Mentions
There are many cases when a website or social media profile mentions your brand without linking to it. While even brand mentions can be a positive ranking signal to search engines, it’s important to identify these unlinked brand mentions and ask for a link back to your website. One of the best ways to find brand mentions is to create a Google Alert for your brand. That way, you can get daily updates on who’s mentioning your brand, reaching out to those who may be unlinked for a backlink.
Use Influencer Marketing
Influencer marketing is an effective way to increase brand mentions and social media interactions, both of which are positive off-page ranking signals for search engines. Make sure that you only engage with social media influencers who have relevant audiences for your brand. Work with them to create an influencer marketing campaign that promotes your brand and its value proposition, providing links to your website or social media profiles where applicable.
Increase Your Social Media Engagement
In addition to influencer marketing, focus on increasing your engaged social media following by posting relevant content on your social channels consistently. An engaged social audience that interacts with your brand regularly is a positive ranking signal to search engines such as Google that help build brand authority and trust.
Distribute Press Releases
Press release distribution is a great way to generate organic backlinks since many online publications will automatically pick up relevant press releases. Within each press release, you can typically provide one to two links to your website. The best approach when using this strategy is to work with a press release distribution company such as eReleases, which can not only help you write your release but also get it picked up by reputable publications.
Submit Your Website to Online Directories
There are many online directories that aggregate lists of websites across a variety of topics with links to each website in the directory. This is an effective way to build backlinks initially since you can often submit your website for free or for a small fee. However, make sure you verify the reputability of the directory before submitting. For example, some organizations such as the Better Business Bureau or your local Chamber of Commerce have more powerful directories than others.
Generate Online Reviews
Online reviews provide a strong signal that’s taken into account when ranking your content online. They can build a lot of credibility and trust since they’re submitted by third parties who’ve interacted with your brand. Focusing on generating positive five-star reviews from legitimate customers can help your off-page SEO tremendously. You can generate these reviews on third-party review sites such as G2 as well as your local Yelp page.
Optimize Your Local SEO
In addition to online reviews, it’s important to optimize your local SEO pages such as your Yelp page or Google Business Profile. By optimizing your pages with the most relevant brand information, you send additional ranking signals to search engines regarding your reputation and trust.


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