Chapter 3 – Off Page SEO

Building authority & be the spoke person of your expertise

Joe Kok - SEO Specialist

11 min read

We’re already deep into our SEO guide, and I’m sure you’re all hooked.

Since we’ve already taken a close look at on-page and technical SEO, it only fits that we now take a tour of off-page SEO tactics.

As I’ve already mentioned in the previous installments, SEO is not a one-and-done process and needs to be combined with off-page, on-page, and even technical SEO tactics for better results.

And as you already know, off-page SEO deals with SEO efforts that you make outside of your website.

While link building is one of the major parts of this, it’s not all there is to it.

That’s why in this final chapter 3, I’m going to lay bare the details of off-page SEO tactics.

We’ll begin by comparing off-page and on-page tactics, then understand why off-page SEO is important.

From there, we’ll take a tour of the factors that influence off-page SEO and how you can apply those factors to your own website.

Let’s jump into the thick of things then.

Brief Guide to Off Page SEO

Off page seo - will you link to my site

Since we’ve already defined the different types of SEO tactics, I’ll not waste any more time delving into the definitions.

Instead, I’ll spend some time discussing the differences between the three SEO types that we’ve seen till now.

The major difference that I’ve found between off-page and on-page SEO is that on-page SEO is something that you have complete control over.

Suppose you have to change the URL structure of your website. Now, since your website is entirely under your control, you can easily do so. Though I daresay, it’ll take a lot of time and effort on your part.

Compare that with link building, which is an entirely off-page function. Here, you usually need to reach out to other sources for linking to your website.

Now, these other sites may or may not agree to link to you, which means off-page SEO is not entirely under your control.

Monitoring those backlinks is a time-consuming task. You won’t know when the links are deleted or unreachable.

The next important thing to understand is that both on-page and technical SEO mostly deal with the website you’re trying to optimize.

In contrast, off-page SEO deals mostly with external efforts such as link building.

However, it would be wrong to think that off-page SEO involves only link building, though it does play a major part in the process.

Along with building a brilliant link profile, you also need to resort to other tactics in order to gain an edge over the competition.

This can involve techniques such as citation and brand building, content marketing, and even social media marketing efforts.

In short, any tactic that you can use to boost your website’s ranking that doesn’t involve your website directly is off-page SEO.

Off Page SEO – Types of Links

Building links is one of the prime pillars of off-page SEO.

However, before starting to build backlinks, it’s important to understand the type of links that off-page SEO involves.

1. Organic Links

These are links that appear for your website organically, without any effort on the part of your business.

Organic links appear on the web when a content creator finds your website, considers the content on it to be valuable and then decides to link out to it.

This is the kind of link that has the most equity.

2. Built Links

These are links that have been built by you or your marketing team.

A built link comes with outreach and is the result of promoted content.

3. Created Links

These are links that come from directory submissions, press releases, and forums.

Created links don’t involve any outreach and are usually looked upon as Black-Hat / Grey SEO tactics.

Is these bad?

Depends. If it provide value then surely it’s a good link.

Say, your discussion in a forum and your link leads to a more in depth research or finding, I would say it’s a good link though mostly it will be a no-follow type.

It doesn’t matter as it bring targeted traffic.

And, it promote the site in a valuable way and helps searcher to get their answer.

What’s the Importance of Off Page SEO

At this point, you might be wondering why we need off-page SEO in the first place.

After all, isn’t on-page and technical SEO enough to boost a website up to the SERPs?

The answer is, of course, a resounding NO!

While on-site SEO is necessary, it most certainly is not sufficient enough to allow you to rank for the most competitive search keywords.

Off-Page SEO is essential to building your website authority.

Simply put, without off-page tactics, you won’t be able to outrank your competitors who already have an established authority.

Links are the most vital off-page SEO signals that the Google algorithm uses, but as we’ve seen, it’s by no means the only one.

Here’s a research by ahrefs saying that over 90% of the contents receive no traffic at all from Google, and one of the reason is the page has no backlink.

With that in mind, in the next section, we’re going to take a look at some of the major off-page SEO tactics (other than link building) that you can use in the new decade.

Evergreen Link Building Tactics That You Can Use

Let’s get to the meat and potatoes shall we.

I’d list out 6 evergreen link building tactics that you can use and implement today and in the future for sure.

What’s more, those are the exact same strategy with our SEO services.

How can we be so sure that these will be the evergreen tactics?

It’s been working for the past 10 years from my own experience and I’m sure it’s the perfect foundation to built along.

Unless search engine abandon the way they crawl and index web pages, in which I think is quite impossible in the foreseeable future.

These are still workable and great to go.

1. Building a Successful Brand

Google is well known for offering better SERP ranks to brands.

Since brands are considered as the new solutions, it’s natural that they’ll get prime importance on SERPs.

That’s why building an effective online brand presence is one of the major steps you can take to improve your search presence.

And one of the key indicators of the fact that your brand building tactics are paying off is an increase in your brand searches.

JustRank had developed a reporting system using Google Data Studio for your Branded and Non-Branded keyword tracking.

Branded vs Non Branded Performance

What’s more, in case you’re interested to know the changes in your branded searches, you can use Google Trends to gauge interest in your brand.

Through brand building, you’re essentially telling Google that your business has a credible presence. As your brand gains traction, you’ll earn links and mentions organically.

All this will help to improve your link profile without needing you to work on it actively.

2. Content Marketing is the Key

It seems strange, right?

After all, who doesn’t know that content marketing is synonymous with writing and publishing content on your website?

Think closely, however, and you’ll notice that content marketing actually has a much wider scope.

When you’re guest blogging, publishing an infographic that other sites can use, or even distributing ebooks and white papers, it all falls under content marketing.

As an SEO tactic, all the above efforts are closely linked to link and brand building.

That’s why, in case you’ve created a brilliant piece of content, don’t just keep it on your website.

Let others use it, distribute it, and link back to your website.

This will not only help make your brand known but also ensure that your content efforts are recognized in the right circles.

Be the spoke person or expertise in your niche by providing valuable information.

3. Using GMB to your Advantage

Remember Google My Business (GMB), that free SEO tool from Google?

Well, this is one of the major off-page SEO tactics that you can employ.

GMB is not your own website, hence getting a listing on the platform is synonymous with off-page SEO tactics.

In fact, as per the latest figures, close to half the total number of Google searches involve local search. 

This figure alone is enough to help anyone understand the importance of GMB.

Local SEO is increasing at a fast pace and that explain why SEO company like JustRank are mushrooming in Malaysia especially.

But still, we hope to educate anyone who are interested in getting a know-how in SEO and eventually will appreciate and understand the work scope covered by a solid SEO service.

Bonus: Here’s a quick tip to create a high DA link back to your site.

4. Putting Social Media to Good Use

With more than half the total world population on social, it’s no wonder that your SEO can be positively impacted by it.

Today, social media channels are being used as a substitute for regular search engines to find answers to users’ queries.

This tells you that if you’re not cultivating a great and noticeable social media presence, then your SEO efforts are bound to take a hit.

At the same time, it must be kept in mind that social media presence is not a direct ranking factor.

Instead, you can think of social media as a platform on which your potential customers can discover your brand. It can also be used as a platform for answering customer queries and solving their problems.

For the above reasons, it’s vital to treat social media as a brand channel that influences SEO efforts.

5. Guest Posting

This is one of the tried-and-tested methods of link building, but it can actually do much more than that.

Guest posting can be a great contributor to your marketing strategy and can help provide valuable information to your audience.

Speaking of audiences, guest posting also allows you to reach out to a new audience.

Properly executed, guest posting helps to put your brand in front of a larger audience, direct traffic to your website, and help establish your brand as niche experts.

As news of your brand’s expertise spreads, this naturally leads to a greater number of people hearing and searching about your brand. The increased interest can significantly contribute to increasing your search rankings.

Apart from the above, influencer marketing, content syndication, and podcasts are also methods that can boost your off-page SEO efforts.

6. Broken Link Technique

Do you have the experience of a great read up on some article, and when you try to click on the link in the article for further find out, it shows a 404 error code or the page is no longer exist.

This gives a bad impression to the searcher and no webmaster like these either.

This is where the opportunity lies ahead. Approach the webmaster and acknowledge them about the broken link, if it is possible to replace them with your well written related content instead.

If your piece of content brings added value, I’m sure most webmaster will give a deep consideration about it.

You just need to ask nicely and humanly.

Broken link technique

If you are persistent enough, you might actually land a link from NeilPatel.

Final Words

And with that, we’ve covered the three chapters from our beginner’s guide to SEO that you can use for your website.

I sincerely hope you had a great time going through this article.

I sure had a lot of fun writing it for you.

But don’t just stop at reading it!

Apply the principles you learned here on your own website.

Try to gauge how you can improve your SEO efforts quickly and make the changes that you need to implement.

With time, you’ll find that there’s always room to improve when it comes to SEO.

Drop us an email if you have any questions or would like to know more about us.

That’s about it for now.

On-Page Optimization

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2. Technical SEO Fixes

Am pretty sure that you guys might still be digesting all the technical stuff here.

Roll back and get a second look. Nothing beats a hands-on.

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