Analytics, SEO | MIN READ

Basics Of Off-Page Search Engine Optimization

Ariane Alyerunga

March 13, 2020

Off-page search engine optimization refers to all the activities done away from the website to improve its ranking within search engines. The critical difference between on-page and off-page SEO is that On-page search engine optimization occurs within a web page. In contrast, off-page optimization mostly occurs outside the site. If, for example, you write a guest post for another blog or leave a comment, and your actions promote your website in some way, then you’re doing off-page site promotion.

This post will fill you in on all you need to know about off-page search engine optimization and offer some helpful tips on how to use it for your website.


Links are still a vital component of Google’s indexing process. In fact, its search engine can’t gauge the value of any webpage if there aren’t any links pointing to it, regardless of how useful, fresh or exciting the content might be. So, although you might be tempted to ignore the initial preparations for link building, you must give them top priority.

Internal linking strategy

Internal page optimization can make a tremendous difference in your overall ranking. It involves setting up hyperlinks between your website’s pages that connect to random keywords while placing emphasis on your brand’s name. For effective internal linking, you should set up funnel pages that connect to your categories and supporting pages (blog posts. That way, when you link to your home page, domain authority flows through the category and supporting pages, consequently boosting search performance.

It isn’t enough to throw links at a page, you need to organize your links in such a way that each passes page authority the others below it. None of the pages on your site should stand alone. You’ll want to fully integrate each page into your site’s structure and add a seamless navigational menu. This is important for your users to get the best experience, and for your website to attain a favourable ranking.

How to achieve proper internal linking

Interlink all your target SEO landing pages; linking all the target SEO landing pages on a website will help you to scale your efforts. Each time you build an outgoing link to a single SEO landing page, link authority will flow to the other SEO landing pages, thereby multiplying the effect of your actions. The easiest way to interlink all your SEO landing pages is to add a list of connected links in a sidebar or at the bottom of the page.

Add links to your homepage: The home page is the most linked-to asset on a website, so it should be your first target for boosting page authority across other pages. Anything that receives a link from the home page is highly trusted by the search engine; it suggests that your organization values that content. If for whatever reason, you aren’t able to add outbound links directly to your homepage, you could hide them in a resources or top searches sidebar on the home page.

How to get backlinks

Backlinks are external links that point to your website. They may come from social media platforms, forums, and other websites. Natural backlinks from relevant and authoritative websites are interpreted as a vote of confidence in your site, and consequently, tell Google’s search engine to give your site a high ranking.

Whenever Google crawls your website looking for new changes, it records all the new content found and prepares it for search users. Your pages are added to an extensive index and may be returned as part of search results when the relevant queries are entered. Google’s algorithm considers over 200 factors when awarding page rank. But the most pertinent to SEO is link quality. In the past, if you had about 150 links pointing to a page, and another person had only 15, Google would rank your page higher than theirs. Today, things have changed. Google doesn’t automatically award page rank to any site that has a large number of backlinks. It considers many other factors such as

  • Origin of the backlink
  • It’s intent
  • Link quality
  • Age
  • The authenticity of your link profile
How to build backlinks to your site.

Broken link building is an approach where you identify broken links, recreate the missing content, and then tell everyone who linked to the broken resource to use yours instead. The strategy works because no one wants dead links on their website- they are detrimental to the user experience. When you tell people about the broken links on their website and offer a quick, convenient solution, they’ll be glad to replace the content with your alternative, provided that it’s of similar quality. Keep it in mind, though, that this tactic doesn’t work all the time. Broken link building is a game of trial and error. The more people prospects you reach out to, the higher the odds you’ll get backlinking opportunities.

You may also write guest blogs. Most websites run blogs and will accept posts from guest authors. Often this is done in exchange for a backlink. To start guest blogging, all you need to do is identify several active blogs within your niche and reach out to their owners.

How to avoid Google’s penalties for unnatural links

Backlinks are incredibly vital, especially if you need to maintain your site’s rank. However, if they seem unnatural, they’ll cause more damage than good. Unnatural links are fake links that are intended to unfairly boost a page’s rank. They include purchased links and links created by spammers. On Google’s algorithm often penalizes websites it finds guilty of unnatural link building by reducing their page rank. In severe cases, however, it may choose to delete the guilty sites from its index completely.

It is an unfortunate but necessary policy meant to discourage the unfair practice. Sadly, because Google isn’t perfect, there are times site owners are unfairly punished. Here’s how to keep it from happening to you.

Diversify your anchor text: After you’ve carried out a comprehensive site audit and online presence analysis to identify the origin of your backlinks, you should diversify your anchor texts.  It would help if you used various keyword phrases, brand names and generic words so that Google doesn’t consider your links unnatural and manipulative.

You should also ensure your content stays relevant. Google will evaluate the links to your site based on the topic of the referring page and its thematic similarity to your content. If the incoming link is from a webpage whose content isn’t related to yours, the link will be considered unnatural, and your website will be penalized.

Social signals

Google’s official position is that the links that come from social signals are not directly considered in its rank analysis. There some who argue against this, and they offer statistics that suggest a positive relationship between social shares and rankings. So, who’s right? It’s most likely Google. The main reason for this argument is that it is too easy to manipulate social links. You could buy thousands of shares for just a few dollars on platforms like Fiverr. From a general point of view, metrics that easy to manipulate are unreliable ranking factors.

That said, genuine social factors undoubtedly have a positive effect on rankings, though it’s indirect. How? Real social shares lead to more authentic views of your content. This encourages mentions, leads, and growth in many other SEO factors that directly affect ranking.

Off-page SEO may seem more complicated than on-page SEO. That’s because many of the factors involved are beyond your control. But that’s why it’s so important – The more complicated something is to do, the more you can trust it as a ranking factor.

So, while it may be challenging t, it’s a practice that will definitely yield tangible results if you implement it with patience and consistency.

Though the advice shared here will help you get started, it would be wise to interact with other site owners and bloggers for fresh insights into how to optimize your website. You may also reach out to a professional digital marketing agency for expert advice.