SEO strategies off page to improve your positioning

The SEO off page is one of the most tedious and least known parts of this discipline. It may be because of the work or dedication that this entails or because of the constant inclusion of new variables in Google's algorithm or formula that in many cases disconcerts us by varying the organic positioning of our website.

• • Our job should be to try to anticipate it and understand this technique for what it is: a set (SEO on page and SEO off page).

  • The increase of online businesses and the competition generated by them, makes it imperative that we work this technique regardless of its effectiveness or that it is something difficult to quantify.

  • In this article I will tell you what this technique consists of, the factors that must be taken into account to draw a strategy and how to use the most effective techniques for obtaining links.

What is SEO off page?

The SEO off page is made up of a set of techniques aimed at obtaining backlinks, that is, external links that point to a web page in order to improve their organic positioning in the Google search results pages. It could be said that they are all external positioning factors or that theoretically they do not depend directly on oneself or on the SEO optimization of their website (SEO on page).

Main differences between SEO off page and SEO on page

Both techniques (SEO on page and off page) pursue the same objective, that is, improve the organic position of a website, but they differ radically in the way they do it:

• SEO on page improves the positioning of a website through internal seo actions, that is, SEO optimization of web elements such as: meta title, url, alt tags, content, etc.

• SEO off page: It is the set of actions that are carried out off the page such as obtaining links, sharing on social networks, etc.

Why is SEO off page so important?

PageRank is a metric used by Google to assess, among other things, the relevance of a website (0-10). Currently, this value is not public, therefore, various tools such as MOZ or Ahrefs are those that quantify or value the profile of links on a web page on a scale of 0 to 100. They are terms not coined by Google, but they help us know the relevance of our page in the search engine and the quality of the links that point to it.

The importance of this technique is that it is one of the factors that most affects the formula or algorithm of Google.

It could be said that when one website is linked by another, Google interprets that it is relevant, that you must trust it. The value of the Page Rank of a website is determined by the quantity and quality of the links that point to it, the number of unique or reference domains, the age of the same, their traffic, etc.

SEO on page vs SEO off page

To opt for one of these techniques would have to analyze that sector or niche, the competition of it and countless other factors.

On the other hand, the effect that a seo action exerts on the positioning of a site is not 100% measurable since it involves innumerable factors that are difficult to control and even to take into account. It is therefore the most appropriate answer to say that both resources must be worked on. A page should prepare your SEO on page to do linkbuilding.

Today the links are still very important and is that however good or valuable the content of a website, if there is no link pointing to it is difficult for Google to determine its value. In addition, one of the ways in which Google discovers new websites is through the links that point to it.

In many sectors it is almost impossible to position yourself without backlinks even though your page has a good internal SEO optimization.

Main benefits of SEO off page

If you still have doubts about why it is so important to obtain backlinks for your SEO strategy, read on!

• Brand visibility: This technique can also be understood as the image that the market has about your brand. Therefore, the more and better you talk about it, the more trust Google will place in it.

• Advertising: It is a form of permanent advertising on a website that, if the strategy that has been followed to obtain it, has been correct, that is, a site of similar theme has been chosen, this can attract a more segmented traffic even than the organic and higher quality and therefore, more likely to convert. I do not know if you have stopped to think about it at some time but that a portal of the same sector recommends you, whether it is part of your indirect competition or only a web or informative blog of the sector, it can be sometimes even more valuable than appearing in first Posts by certain search terms.

• Increase web traffic: Get a backlink from a website with a large influx of users or visitors, will increase the traffic to your page. Not only the number of sessions from users who access the web through the links that point to it, that is, "referral" or reference traffic. You can also increase organic traffic if you can position yourself for the term worked in the "anchor text" that links to your page.

• Positioning of search terms: It may be the main objective of this technique and one of the factors that determines the same. For certain search terms or highly competitive keywords it is more than necessary to obtain backlinks. As mentioned in the previous point, backlinks help to position keywords or relevant search terms as long as you opt for a thoughtful and coherent strategy.

Define your SEO strategy off page

It is essential to have a base or positioning plan that takes into account the following factors:

Analysis of the situation in your SEO strategy off page

Just as when a mailing campaign or any online marketing strategy is carried out, some objectives are established, working the SEO off page of a page also requires a prior study in which it is necessary to analyze:

• The market niche

• Sector and competence of it

• Analysis of keywords for which the competition is positioned

• Link profile of your main competitors

Selection of pages to link

Once you have done this preliminary analysis you must analyze the pages of your site and select the ones that you are most interested in positioning since it would not be natural for only one page of your site to be linked. It is advisable to establish a balance or distribution of links to pages of your website. Do not forget the internal linking. This tells search engines the relevance of the pages of your website.

Distribution of "anchor text" for SEO optimization

The "anchor text" or anchor text is the visible text of a hyperlink, which provides us with information about the content to which the link will direct us. Until now, when we wanted to position a search term, in the links that pointed to that page, anchor text of exact keyword was used. Currently betting on a more natural strategy in which variations of the keyword to position or synonyms are worked. To find natural "anchor text" you can use keyword study tools like the Google Adwords or Semrush planner and apply common sense, that is, think like a user would.

It is also important to know by what terms each of the pages of your website has been positioned in order not to use those same anchor when linking other pages of your website. This could confuse Google. When you have many pages and you work with content marketing, it is normal that this happens. Therefore before defining your strategy, it is important to choose which anchor you will use to link each of your pages.

Another of the most frequent questions in this field is about the percentage of brand and domain links that a page should have. This depends on the brand, what is known and other factors, but it is best to be around 10%.

Finally, it is interesting to use generic anchor text such as "click here" or "other companies", etc. something that a user would do and that grants naturalness to the linked.

Links dofollow or nofollow

The dofollow links are those that theoretically transmit that authority or PageRank to the web that they link. In my opinion it is preferable to concentrate your efforts in obtaining this type of backlinks since the rest, can be obtained in a natural way creating original, useful and relevant content for users. On the other hand, if we attend to the naturalness of the strategy, that all the links that point to your page are "dofollow" it is not. Therefore, do not get obsessed with obtaining this type of links.

Selection of links for your strategy

Since the PageRank of your page depends on the quality of the links that point to it, it is essential to choose sites with a good reputation. If you do not know what factors you should take into account when choosing backlinks, I'll tell you the following:

Authority of the page

Since the PageRank of a page is not visible, it is advisable to analyze the profile of links on a website with various tools such as Ahrefs, MOZ and Majestic. And I say diverse since the use of several metrics will give us a more real vision of the quality of the page in question. I have analyzed the parameters of SeoXP and see how the values differ from one tool to another:

As you can see, the metrics do not match.

Antiquity

Another factor that gives Google confidence, that is, that affects the Page Rank, is its age or date in which the content was indexed.

Traffic

One of the most influential positioning factors. Therefore, when buying or getting links it is advisable to choose those pages or most visited sites.

Content quality

A link from a web page in which the content is optimized for SEO, be original, provide value to users, etc. will be much more valuable than another from which these aspects are not worked.

SEO techniques off page for obtaining backlinks

Next, I talk about the most known techniques, but above all, the most effective ones for obtaining quality links.

Buy authority links

"Less is more" in a matter of links every day is a more accurate statement. Backlinks in authority media with thousands of daily visitors are the ones that will transfer the most value to your page. However, it is important to obtain all types of backlinks to achieve the objective of naturalness so valued by the search engine.

Registration in directories

Business directories are a way to start increasing the authority of your site. When selecting them you should monitor the spam score of these. The most advisable is to choose those of higher quality and less saturated. Most of these links will not be "dofollow", they also have so many external links that even if they were "dofollow" the authority they would transmit to your page would be tiny.

On the other hand, if you have a local business such as a restaurant, a florist, etc. Registering in these types of directories is essential to appear in the search results of users near your business.

Guest blogging

It is a common practice among bloggers who want to gain visibility by posting guest articles on other people's blogs. In my opinion it is one of the most effective techniques for the following reasons:

• • Obtaining quality backlinks: Normally by writing an article in a foreign blog, if this is of quality, they tend to let you place two outgoing "dofollow" links to your project. Therefore, by writing an article in a blog outside you can get two free quality links.

• Total control over the writing: Indeed, if you are invited to a blog you must meet a series of rules such as the post is informative and not promotional, minimum length of the post, etc. But writing a guest post is a unique opportunity to let you know as a professional and generate quality traffic to your site.

• Relations with other agencies or professionals in the sector that can always be beneficial.

Reciprocal links

This is a practice to which there is great diversity of opinions. In my opinion it is not negative, but it is not advisable to have a high percentage of this type of links, that is, reciprocal links.

The most advisable thing is that you have several websites and that if you are going to exchange links, it is bidirectional and not reciprocal. In any case, if two different webs of the same sector create interesting content, it is reasonable to think that they link together.

Therefore, as long as it is done consistently, trying to find the most suitable site for each backlink and do not abuse this type of links the strategy will be perfectly natural.

Tips and tricks of SEO off page

Naturalness

If the SEO is a discipline that tries to please the search engines and these in turn try to improve the user experience it seems logical to think that to define an action SEO should be taken care of common sense and naturalness, that is, act as it would a visitor This must be applied when choosing the pages to link and the anchor text, etc.

Quality versus quantity in terms of links

Google increasingly values less those links from pages created for SEO purposes such as blog networks of expired domains. After all, sites that do not work with content or that have little traffic.

However, it is advisable to analyze each of these sites. On the other hand, it is not negative to have a percentage of this type of links since they confer naturalness to the strategy.

Guest author conditions

Before writing for another person make sure you agree with the conditions offered. There are sites that require you to be able to write in your blog in exchange, others that do not allow you to include dofollow links, etc. Therefore, if you do not want misunderstandings, I advise you to always agree on the conditions beforehand.

To find out which blogs accept guest author articles you can analyze the profile of links of your competition.

I hope that this article has been useful for you and that you have conveyed the importance of basing all seo action on a logical, natural and coherent strategy.