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  • Writer's picturePaula Mattisonsierra

Findability: Understanding Off-Page SEO


What is Off-Page SEO?

Off-page SEO refers to all the activities you perform outside the boundaries of your website to improve its search engine rankings. Unlike on-page SEO, which deals with optimizing the content and HTML source code of a webpage, off-page SEO involves enhancing the perception of your website's popularity, relevance, trustworthiness, and authority. This is predominantly achieved through backlinks, social media marketing, brand mentions, the accuracy of your online contact information, and other forms of external engagement.


The Importance of Findability

Findability is the ease with which information on your website can be found, both by search engines and users. In the context of SEO, it refers to how well your website ranks in search engine results pages (SERPs) and how easily users can discover your content. According to SEO experts, 75% of SEO is off-page, while only 25% is on-page. This indicates that off-page factors play a significant role in determining your website's visibility and ranking.

Furthermore, statistics show that backlinks and other off-page SEO factors are strong indicators of a site's authority and relevance, which can significantly impact rankings. Given that 96.55% of all pages get zero search traffic from Google (Ahrefs), mastering off-page SEO becomes even more critical to ensure your site doesn't fall into that vast majority.


"If they can’t find you, how can they consider you?"

Paula Mattisonsierra, Fractional CMO at Power Marketing SF



Key Components of Off-Page SEO

1. Backlinks

Backlinks are the cornerstone of off-page SEO. They are links from other websites that point to your site. Search engines view backlinks as votes of confidence, indicating that your content is valuable and trustworthy. The more high-quality backlinks you have, the better your site will perform in search rankings.

  • Quality Over Quantity: Not all backlinks are created equal. A single link from a high-authority site can be more beneficial than numerous links from low-quality sites.

  • Diverse Link Profile: Aim for a variety of backlinks from different sources, such as blogs, news sites, forums, and directories.


2. Social Media Engagement

While social media signals are not direct ranking factors, they influence off-page SEO indirectly. High engagement on social media platforms can drive traffic to your website, increase brand visibility, and generate backlinks.


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Share great content
  • Shareable Content: Create content that is informative, engaging, and share-worthy.

  • Active Participation: Engage with your audience by responding to comments, participating in discussions, and being active in relevant groups and communities.


3. Brand Mentions

Brand mentions, even without a direct link, can contribute to your off-page SEO. Search engines recognize brand mentions as a sign of your site's credibility and authority.

  • Public Relations: Work on getting your brand mentioned in reputable media outlets, blogs, and industry publications - again it's okay to start small; the larger entities will need to see your performance.

  • Influencer Marketing: Collaborate with influencers to increase your brand's reach and credibility.


4. Local SEO

Local SEO is essential for businesses that operate on a local level. However, it is just as important for businesses that operate outside of their local space - start small and then expand. It focuses on optimizing your online presence to attract more business from relevant local searches.

  • Google My Business: Ensure your Google My Business listing is complete and accurate.

  • Local Citations: Get your business listed in local directories and review sites.

  • Customer Reviews: Encourage satisfied customers to leave positive reviews online, as 98% of people read online reviews for local businesses, and around 87% of consumers researched local businesses with Google Search in 2022.


How to Improve Off-Page SEO

1. Create High-Quality Content

Content is the foundation of your off-page SEO efforts. High-quality, valuable content is more likely to be shared, linked to, and mentioned.

  • Informative: Ensure your content provides value and answers your audience's questions.

  • Engaging: Use multimedia elements such as images, videos, and infographics to make your content more engaging.

  • Regular Updates: Keep your content fresh and updated to maintain its relevance.


2. Build Relationships

Networking and relationship-building are crucial for earning backlinks and brand mentions.

  • Guest Blogging: Write guest posts for reputable sites in your industry to earn backlinks and increase your visibility. Start small; utilize your clients and networking partners.

  • Partnerships: Collaborate with other businesses, influencers, and bloggers to expand your reach and credibility.


3. Leverage Social Media

Utilize social media platforms to amplify your content and engage with your audience.

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Leverage Social Media
  • Share Regularly: Post your content regularly on social media platforms.

  • Engage with Followers: Respond to comments and messages, and participate in discussions to build a loyal following.


4. Optimize for Local Search

For local businesses, optimizing for local search is critical.

  • Local Keywords: Use local keywords in your content and meta tags.

  • Business Listings: Ensure your business information is consistent across all local directories.

  • Encourage Reviews: Actively seek reviews from satisfied customers to build your online reputation.


5. Monitor and Manage Your Progress

Regularly monitor your off-page SEO efforts to identify what’s working and what isn’t.

  • Analytics Tools: Use tools like Google Analytics, Ahrefs, and Moz to track your backlinks, traffic, and rankings.

  • Adjust Strategies: Be flexible and adjust your strategies based on your performance data.

  • Management Tools: Improving off-page SEO can be a complex and time-consuming process, but it doesn't have to be overwhelming when using a tool like the Power App


Understanding and implementing effective off-page SEO strategies can lead to increased visibility, more traffic, and ultimately, higher revenue for your business. By creating high-quality content, building relationships, leveraging social media, optimizing for local search, and monitoring your progress, you can enhance your off-page SEO and stay ahead of the competition. Don't let your website fall into the 96.55% of pages that get zero search traffic from Google. Invest in off-page SEO and watch your online presence soar.

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