It is a common misconception that off-site SEO refers just to link building. While backlinks are an important element, off-site SEO (or off-page SEO) includes all external factors that impact organic search result rankings.
If your website has positive off-page SEO activity, search engines will regard the site as more trustworthy. Optimising the off-site SEO elements will mean that your website is perceived as more relevant, reliable and well established by search engines.
As it is estimated that off-site SEO factors form over 50% of the ranking criteria, it is crucial to create effective off-page SEO strategies to ensure your campaign is successful.
Google has over 200 factors that will impact your organic ranking. This may seem overwhelming, but it is important to understand that there are several factors that should be focused on as they are weighted more heavily when determining your ranking. It is crucial to target the off-site SEO factors that will have the most substantial impact on your ranking.
Search engines trace the source of incoming links to your site in order to determine the reliability and relevance of your website. It is preferable to have links coming from sites in the same industry or other established and trustworthy sources.
It is helpful to have a high number of linking domains, but it is also important that they are diverse. It is ultimately more valuable to have 100 links from 100 independent domains than 100 links from a single domain.
Anchor text refers to the clickable text in a hyperlink. It is much more effective to include a link that is hyperlinked with your website’s keywords than simply using a link that says ‘Click Here’. However, it is crucial to use the right amount of anchor text as having too many links with the same keywords can result in penalties.
Domain Authority (DA) is a ranking metric developed by Moz that predicts how well a site will rank. DA is one of the key industry standards in SEO when search engine results pages (SERPs). DA is measured on a scale of 1 to 100, with the higher number representing a high volume of traffic and in turn, the better ranking for your website. It is very much a long-term game to increase your DA.
When it comes to your in-bound links, obviously the higher DA of the sites that you have links from, the greater impact of that link.
It is important that the sources of your links are diverse and reliable. Your site could be penalised for including or being associated with links that are irrelevant or known for spam.
No-follow vs. Do-follow Links
The main difference between the two is that no follow links will not be recognised by search engines and will not improve your ranking, whereas do follow links will. Although a balanced link profile should contain a mix of the two, only do follow links are considered by Google’s algorithm and contribute to search result rankings.
These are just some examples of off-page SEO factors that will impact your ranking. Feel free to contact Green Web Marketing for a complementary consultation about these factors and how we can use SEO to help expand your business.