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When talking about organic search engine optimization (SEO), two main areas are always distinguished: SEO On Page and SEO Off Page.
The differentiation of both parts tends to be summed up quite succinctly: SEO OnPage focuses on everything that can be done directly on the website, while SEO OffPage leaves everything that can be done “out there” .
In the case of SEO OffPage, the first thing, and practically the only thing, that is thought of is the Link Building, the construction of a inbound link network that increase our positions in the search results.
But this simplification hides two fundamental aspects in SEO OffPage: that not all links are the same (and not only in the sense that they are do-follow or no-follow, as we will see) and that there is much more to it than just links. just get links.
In this article we are going to delve into the concept of SEO OffPage, its relationship with SEO OnPage (surprise, they are not independent!), how to analyze the effectiveness of our SEO OffPage strategy and various techniques, tools and strategies that we can use to improve Your results.
What is Off-Page SEO?
As we anticipated in the introduction, equating OffPage SEO with Link Building, as is usually done, is a simplification with which we are reducing OffPage SEO to what is only one of its parts.
Although Link Building is an important element of SEO OffPage, and for a long time it was enough to meet our goals, forgetting the rest of the actions we can take can limit the scope of our strategies and prevent us from achieving the goals we have set for ourselves.
We have to adapt the definition of SEO OffPage to the new times, in which search algorithms already have the capacity, although it is still limited, to analyze and understand the meaning of the content of the pages and deduce relationships beyond the explicitly placed links. .
In other words, doing OffPage SEO would no longer be simply building links, but doing it in a context consistent with the image or purpose that we want to associate with our website or our brand.
Thus, in a more complete definition, the SEO OffPage encompasses any digital marketing action what we do externally to a website so that improve your organic ranking for their relevant keywords.
In this definition, since it is clear that the Link Building is outlined as one more of those digital marketing actions that we can carry out. A very important one, yes, but not the only one and that, in highly competitive sectors, might not be enough.
Off-Page SEO Objectives
Since the SEO OffPage is more than just Link Buildinglet’s see below what other aspects we must consider in a comprehensive OffPage SEO strategy:
- Have a inbound link structure from relevant websites, mainly related to our sector but not necessarily, which in turn give us authority and popularity, by transmitting part of the content of the original sites, as well as becoming an important source of qualified visits.
- Get greater visibility and notoriety within our sector, regardless of whether it can provide more links to our structure. That is, that we are known and recognized on prestigious websites related to our activity or the profile of our target audience.
- To have Greater representation and dissemination in Social Networks that provide added value to our activity; that is, not limiting ourselves to having a symbolic presence in the RRSS, but a dynamic presence in those that make sense for our activity and that our audience frequents.
- develop a trusted brand within our sector, that brings us qualified visitors, either through external links or any other means (such as organic searches, social profiles, sponsored ads or directly by the brand) that users may use.
As you can see, some of these points can be extended to other well-known concepts, such as Social Media strategy or content marketing.
This does not mean that SEO OffPage absorbs them and loses their own identity, but rather that any strategy, be it Social Media or Content, cannot be done separately from a positioning strategy, but integrated, based on common approaches and with the same goals.
To put it in a few words: an OffPage SEO strategy based exclusively on collecting as many incoming links as possible, without rhyme or reason, will achieve much worse results than if we integrate it with all the previous considerations.
What is necessary to be able to do a good OffPage SEO?
In the effort to design and execute a good OffPage SEO strategy, we can forget that we need a foundation that supports and consolidates its objectives, which is none other than our own website, which gives us identity and presence on the Internet.
We could say that the objectives of SEO OffPage will be limited as far as our website reaches: a poor website, of low quality, will make the scope of our SEO OffPage also poor and of low quality.
On the contrary, a rich, quality, useful website will open many doors to our possibilities of action in our strategy.
And what defines that a website has quality and is useful? This point already falls squarely in another fundamental area of organic positioning optimization, OnPage SEO.
To get results, a good SEO OffPage must be backed by good SEO OnPage. The first cannot be understood without the second.
However, the reciprocal is not true, a good OnPage SEO can never guarantee us a good OffPage SEO, but it gives us the opportunity to achieve it if we work it well.
Broadly speaking, and reducing it to the highlights of OnPage SEO, to achieve good OffPage SEO we must first have a website with the following requirements:
- quality content. No matter how aggressive or extensive our SEO OffPage strategy is, if the user who arrives at our website is disappointed with its content, be it products, services or personal attention, their visit will not consolidate in any result, beyond statistics without real value .
- User experience. Even with quality content, the user must be able to navigate through the website easily, through an intuitive structure and without problems or errors during navigation.
- Competition and keywords. Poor OnPage SEO optimization when it comes to identifying keywords or analyzing how the competition positions itself, can cause us to lose opportunities to attract links or visits because our website or brand is not associated with the keywords that correspond to our activity.
Or, in the opposite direction, attract an audience or links that only statistically increase the number of visits, with no other effect.
What is SEO OffPage for?
Possibly this question may seem trivial, to optimize organic positioning (as its name, “SEO”, indicates); however, SEO OffPage has other effects that, in any case, end up improving the positioning of the website, either directly or indirectly.
We say that it is also “indirectly” because the effect that SEO OffPage has on the positioning is affected through other metrics or considerations, related to the user experience and their search intention.
- Improve website authoritywhich directly affects positioning, especially through the “link juice” transmitted from websites related to ours and which in turn have authority within the same sector (that is, a link from a website with a lot of authority but unrelated will not have the same value).
- Gain notoriety, popularity, trust, relevance… Or whatever we want to call it. In short, it means that our brand is recognized and associated with certain (subjective) quality criteria, so that both our audience and our competition identify us within our sector as a reference brand.
- Increase qualified visits. Perhaps the most overlooked aspect. If we do a good job of OffPage optimization, our brand, along with our links, will be prevalent in the media associated with our activity, so that any visit that arrives through or through them will already be predisposed to complete a conversion on our website.
Page Rank: How to Analyze and Evaluate SEO OffPage
Until now we have talked about the importance of doing a good OnPage SEO that positively affects the organic positioning of our website, in addition to achieving greater visibility, consolidating the prestige of our brand and increasing qualified visits.
But is there any way to calculate the effectiveness of our OffPage SEO strategy?
As we have seen, SEO OffPage includes aspects beyond Link Building, including factors such as “trust”, “relevance” or “visibility”. How can such subjective parameters be evaluated?
Google, since its inception, created an index, the , with which each website was associated with an integer numerical value between 0 and 10, calculated from the number of incoming links it received and the authority (that is, the PageRank) from the source websites.
For several years, Google published the PageRank of the websites it indexed and we could use it as a reference of the reputation or authority of a websiteespecially to compare ourselves with competing websites.
However, Google no longer makes this value public, although it is still used internally, along with other ranking factors, to generate search results.
This means that we cannot know in advance how Google assesses the relevance of a website and that we will need to use other methods to evaluate it, even if it is for comparative purposes between websites or to analyze if our OffPage SEO strategy is working.
But the SEO industry does not rest or give up, offering alternative solutions to the need to have metrics that allow evaluating the level of authority of a website, based mainly on the quality and quantity of incoming links.
In this sense, it must be taken into account that these metrics do not represent how Google really evaluates the websites. They are only an approximation, since each one of them based on their own criteria and the links that they have detected, tracked and evaluated, which do not have to be the same ones that Google has detected.
Despite this, the interpretation of these metrics can be very useful for monitor SEO OffPage (especially the network of incoming links) of our websites and compare them with those of our competition; For example, when…
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