SEO on page is not enough. You also need to optimize the website from the off page SEO to improve the overall SEO quality of your website. In this article we will discuss what SEO off page is and how to optimize it.
What is Off Page SEO ?
Off page SEO is one of SEO optimization step that is carried out outside the content or website. If on page SEO only concern with internal website SEO factors, off page SEO requires you to optimize it from external factors. The external factors referred to inbound links / backlinks to social media shares.
One of the most common misconceptions about off page SEO is that off page SEO only addresses link building. Though off page SEO is much broader than that. Link building is indeed the most important factor in off page SEO, but it’s not the only one. There are various off page SEO optimization steps and we will explain each one below.
6 Ways to Optimize Off Page SEO
There are at least six ways to optimize off page SEO. And They are:
- Link Building
- Business Listing
- Brand Mentions in Online Media
- Google My Business
- Share on Social Media
Link Building One of Off Page SEO Factor
Talking about off page SEO can never be separated from link building. Link building is the most important factor in off page SEO. Why are links the most important factor in off page SEO?
Because Google uses an algorithm called Page Rank. Page Rank is an algorithm that assesses the quantity and quality of backlinks that exist on a website. Some SEO professionals say Page Rank has expired. However, the fact is that Google confirms that Page Rank is still a factor in Google’s assessment.
Reports from Ahrefs also prove there is a strong relationship between the number of inbound links / backlinks of a website to its performance in search results.
The chart above shows that the more referring domains, the better the organic traffic. A referring domain is a domain that provides inbound links / backlinks to a website.
Therefore, you need to get quality backlinks / inbound links to strengthen your website Off Page Seo. Well, in link building what are the factors that you need to pay attention to? There are at least five factors that need attention. The following explanation:
1.1. Page Authority and Domain Authority.
Each link has a different quality. The quality of links from website A is different from links from website B. Even the links from page 1 on website A and page 2 on website A also have different qualities.
The quality of the link is measured by the Domain Authority and Page Authority scale. Domain Authority is the quality of backlink profiles in a domain in total. Domain Authority is measured on a scale of 1 to 100. The higher the number, the better the quality of the link from that domain.
On the other hand , Page Authority is the quality of links on a particular page. Page Authority is calculated on a scale of 1 to 100. The higher the number, the better the quality of the links provided by that page.
Then how about how to determine the DA and PA website?
You need to use applications like Moz or Ahrefs to find out the quality of a website’s links. Moz and Ahrefs are both paid applications so you need to pay a small fee to use it. The cheapest package price is 99 US Dollars per month.
Even so, you can use a trial version of Moz. With the trial version, you have the opportunity to check the quality of the link a maximum of 10 times. Ahrefs also provides a seven-day trial version for 7 US Dollars.
We tried using a trial version of Moz and Ahrefs to check the quality of website authority. Here are the results:
Ahrefs using the name of different metrics, namely Rating URL (UR) and Domain Rating (DR). However, the way it works is almost the same as the PA and DA. UR measures the quality of links on a specific page, while the DR serves to measure the quality of links in the domain as a whole.
Now, when you are guest posting or working with website owners, you need to consider the quality of their UR / PA and DA / DR. That way, you can build quality links for your website.
1.2. Dofollow and Nofollow
Not all links are detected by Google. Google only detects dofollow links. What is DoFollow? DoFollow is a link detected by Google bot so that it can improve the quality of authority of a website. By default, a link on a website is usually set as DoFollow.
On the other hand, a nofollow link is accompanied by a nofollow tag that signals Google not to detect the link. So links that are nofollow will not affect the quality of your website’s authority.
How to know which dofollow link and which link nofollow? Easy. You only need to install the NoFollow Chrome extension . This extension will give highlights to links that are nofollow.
Then which type of link is good for your website? Actually, this depends on your goals. If your goal is to increase website authority, you should try to get a dofollow link collaboration.
It’s different if your focus is only traffic. Nofollow links are still contributing to your website, which is in the form of traffic. However, nofollow links will not affect anything on the quality of website authority.
1.3. Anchor text
Anchor text is text that contains links that website visitors can click on. Google states one of the factors that influence the quality of search is anchor text. Links with anchor text that exactly match the targeted keywords produce better search quality than those that don’t.
You really can’t always control the anchor text on other website links , unless you specifically ask the website owner. Even so, you also need to be careful. Because too many inbound links / backlinks with the exact same anchor text can result in Google penalties .
Relevance is also an important factor that you must pay attention to when building backlinks. Try to get backlinks from websites that are still a niche with your website.
For example, your website is in a culinary niche so you should get backlinks from websites that discuss similar themes. Likewise with other niches. Getting inbound links / backlinks from the same niche has more value than backlinks from different niches.
The last factor to consider when building backlinks is traffic. The higher the backlink source traffic, the more likely you are flooded with traffic from the link on the website. Because the possibility of a link to your website to be clicked is getting bigger.
To see traffic estimates on a website or its specific page, you can use Ahrefs. The following is an example of estimated organic traffic on a web page using Ahrefs:
Ideally, you need to get backlinks from websites with good authority, provide DoFollow links, use appropriate anchor text, be relevant to your website, and have high traffic. Unfortunately, not all websites provide these five things. There are some who only have two of these things or even just one.
Here is your job, which is to sort out which factors need to be prioritized. If the goal is to build authority on your website, PA / UR and DA / DR can be prioritized. However, if you just need large traffic, you need to prioritize traffic over website authority.
Business Listing for Off Page SEO
Registered in online business listings will also help SEO off your page. There are several business listings that you can use. Some of them are Trip Advisor, Zomato, and GrabFood.
Trip Advisor is a review site that accommodates business listings in the areas of lodging, recreation areas, to restaurants. Whereas GrabFood and Zomato are devoted only to restaurants.
GrabFood is actually not a review site like Zomato. However, if you register as a GrabFood merchant, your business will get a special page on its website. Of course this can be useful for your off page SEO.
To register your business with all three services, you can open the following link:
- TripAdvisor Business Listing
- Zomato Business Listing
- GrabFood Business Listing
Brand Mentions in Online Media
Usually after carrying out a specific campaign or activity, your business can get brand mention from online media.
Does mentioning a brand without a link to a website like the one above can affect off page SEO? Can you benefit from mentioning names without a link to the website?
If you talk about profits, of course you still get the benefit when your business name is mentioned by online media. That way, online media readers are increasingly familiar with your website.
However, off page SEO perspective, the mention of a name without a link doesn’t really have a big effect. Because it cannot contribute to your authority or traffic.
Even so, don’t be disappointed yet. Because with the brand mentioned, it means that online media are familiar with your business. You can contact the online media and ask them to add a link to your website in their article.
Google My Business
Google My Business is a free business listing service from Google. Anyone who has a business, can register his/her business on Google My Business. Google My Business turned out to be useful for improving the quality of your off page SEO, especially for local SEO.
By registering Google My Business, your business will more easily appear in local search results. In addition, your business will also appear on Google Maps. Plus, your business also has a greater chance to appear in the snack pack box Google search results.
How to register it is quite easy. You can follow the complete guide, from registering to verification in
this article .
Reviews of your products and business also have a significant influence on off page SEO. Moz report shows that review is the seventh important factor in local SEO.
The review referred to here is not only from Google My Business reviews, but also from other review sites. The more positive the review is given, the greater the role it plays on your website’s off page SEO.
Unfortunately, customers are often lazy to give product reviews. To overcome this, you can hold a giveaway so that customers are motivated to write a review of your product. You can direct them to reviews on their respective blogs, on Google My Business accounts, or on certain review sites.
Share on Social Media Still Good For Off Page SEO
Google officially states that sharing on social media is not a ranking factor and has no direct effect on SEO. One of the reasons why sharing on social media is not included as a ranking factor is that it is too easily manipulated. You can get thousands of likes and shares at affordable prices.
Then why do we still share it on social media as one of the off page SEO steps? Because sharing on genuine social media still has an indirect influence on off page SEO.
The more people share your content on social media, the more likely it is to reach people to read your content. That way the potential for your content to be discussed, shared again, or even referred to websites / blogs / online media is even greater. Therefore, social media sharing is still important for off page SEO, although not directly.
Off Page SEO Conclusion
Off page SEO tends to be more difficult than on page SEO. Because most of the off page SEO factors you cannot fully control. However, all that hard work will pay off when your authority and traffic increase after applying all the steps of SEO off page optimization.
However, before starting to implement SEO off page, make sure you have completely optimized the website from the on page side. Why is this important? Because without good quality SEO on page, other websites will be reluctant to refer to your website. As a result, the potential for getting inbound links / backlinks to your website is getting smaller.
So fix SEO on page completely first, then you can implement SEO off page with the maximum.