What off-page SEO is and why your brand cannot afford to ignore it
In the SEO world, we don’t need to be convinced of the value of off-page SEO.
We know that well before people seek our brands out, they have formed an opinion of it based on reviews, comments from friends, family members, or online acquaintances, and whatever information we can glean online or offline (apart from your website).
Therefore, we’d be fools to disavow making off-page SEO a priority, given how important it is.
However, the more common mistake — among SEOs at least — is to see off-page SEO through only the prism of link building, which, while important, is not the be-all and end-all of off-page SEO.
That is, in working to build your brand’s off-page SEO prowess, links are certainly a benefit, not the goal.
Think of it this way:
- Goal of off-page SEO: To accumulate positive signals and interactions for your brand, with the hope of those factors being a net positive.
- Benefit(s) of off-page SEO: Brand mentions, positive reviews, links, etc.
So while it’s important to think of links when making off-page SEO a priority, it’s also vital that you (a) view them in context (important but not singularly so) and (b) give priority to the host of factors that lead to off-page SEO providing a boost for your brand.
Those factors include, but are not limited to, creating an excellent, worthwhile product or service; guest posting on popular, relevant blogs; building relationships with influencers; earning positive press; capturing positive reviews and responding to negative reviews; and monitoring mentions of your brand, to name a few.
Because our goal is to create a post that’s accessible, interesting and immediately useful, we’ll break down what we think are 8 key areas worth focusing on for off-page SEO under three umbrellas:
- Brand
- Audience
- Content
The intention is to provide a prism through which you can more easily categorize your efforts and a framework by which you can make those efforts a reality.
Brand
"No amount of SEO in the world can help a crappy product or service (at least not for long)." This is a sentence I frequently utter to folks who refuse to prioritize what they offer in favor of trying to put lipstick on a pig.
#1: Create a 10X product or service
When your product or service is recognized as the best in its class, your job as SEO becomes much, much easier.
That’s because both online and offline, people are likely saying great things about the product and brand, which leads to visits to your website, positive reviews on third-party sites, and increased sales of the product.
This only occurs, however, if you focus first and foremost on creating the best product you can.
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