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How to Increase Website Traffic with Offpage SEO

Increasing your organic traffic takes more than onpage SEO—that’s the easy stuff that you’ve likely nailed by now. Onpage SEO includes activities like: 

    • Writing really good, comprehensive content. 

    • Developing metadescriptions that include your focus keyword. 

    • Identifying keywords and phrases and using these in your headings and subheads.

    • Creating smart inner links among your website’s pages. 

    • Optimizing images and using alt tags. 

being top of mind on page seo is critical for effective seo strategy and showing up in search

But onpage SEO is not enough. You also need to be doing offpage SEO

Despite what they may tell you, even great content and good onpage SEO is just not enough for you to show up in search engines. Offpage SEO is an essential part of a successful SEO strategy—it’s the activity that’s OFF your website’s pages. It’s your total online and offline presence. It’s social media sites where you’re posting on a consistent basis. Offpage SEO includes brand-building and PR. Pitching articles to local publications or industry newsletters. Getting guest blogging and speaking opportunities and including links back to your website. It means networking and meeting people to grow your online presence. 

These are examples of ways that you can build offpage SEO:

    • Link Building/Brand Building

    • Brand Building

    • Content Marketing

    • PR

    • Local SEO (GMB and Citations)

    • Social Media

    • Influencer Marketing

    • Events

    • Guest Posting

    • Podcasts

    • Reviews

According to Whitespark’s 2021 Local Search Ranking Factors report, reviews can influence both the Google Local Pack and Local Finder rankings as well as local organic rankings. Podcasts are part of offpage SEO, just as influencer marketing is.

top of mind marketing showing up in local search--part of building community

You’re familiar with the Local Pack even if you don’t know its name

You may not have known that the Local Pack was a standalone product in the search space. Let’s say you’re going to be in Athens for a month and you’re looking for cafes with wifi near your airbnb. (This was my local search for the month of May.) You’re served up a map with three listings, your location and that of three cafes. This is your Local Pack. I found a delightful little café in my neighborhood that became my go-to home for the month. Besides the speedy wifi, I loved this little café for its yummy food and friendly staff—all thanks to Local Pack!

Quality: High-quality backlinks are key to increasing your Google authority

being top of mind off page seo is critical for effective seo strategy and showing up in search

In their simplest form, backlinks are simply links from one website to another. But in terms of SEO, they’re powerful. Googles uses backlinks as a ranking signal because the link implies that the content has value, is trustworthy and is worth sharing. Local link-building should be your number two priority after onsite optimization. Earning backlinks from high-authority websites helps position your site as an authority as well. These high authority links work like a “vote of trust” from one site to another. Quality trumps quantity.

Backlinks tell search engines what your products and services are about. High-quality backlinks help increase a site’s ranking position and visibility in search engines. Our goal is to get relevant, high-quality links from websites with high domain authority (DA). Note that not all backlinks are created equal. If I get a backlink from The New York Times, it is more relevant and has a higher Google authority than if I get a backlink from a colleague’s website where I wrote a guest post about the five best meeting management applications.  

Relevance: Identify and concentrate on your niche

Focus on getting backlinks from sites that topically align with your own. If you yours is a website about biking, you should aim for most of the links you earn to come from other biking websites–bloggers, biking clothing companies, biking trails, biking equipment, etc. 

Public Relations: The perfect way to earn authority links at scale

Digital PR is now the link-building tactic of choice for many SEOs. Use PR tactics to promote a great story and corresponding linkable assets. It’s possible to earn a significant number of links by pitching story ideas to publications, radios and other media. 

Google keeps getting smarter

Google’s maturation has evolved as we key in longtail keyword phrases and get back detailed search results. Google now understands nuances. If I’m writing about weddings, Google knows that I’m also writing about photographers, dresses, caterers, honeymoon travel, etc. Adding a do-follow link to your website will help you show up in searches.

Pay attention to anchor texts

Anchor text are the phrases, URLs or words such as “click here” and “learn more”. If you are the one publishing an article on another platform, try to include your focus keyword in the anchor text. For example, if your focus keyword is “AI content writer”, the more backlinks with this anchor text you get, the better. 

Google’s bots index information 

Search algorithms see the overall user experience and the way visitors interact on your website as additional signals that the page is relevant and provides information that’s valuable for users. When someone includes your URL on a post or as a guest blog, the search algorithm counts that as a citation for your business. Citations are about sourcing—citing your website as a source. Offpage SEO calls for adding your website to those local directories that are appropriate. There are lots of directories, but think about relevance and quality. Look for directories that are specific to your industry.

GBP ranking factors guidelines

    • Relevance: Complete and detailed business information will help Google better understand your business and match your listing to relevant searches. 

    • Distance: How far each potential business is from the location terms used in a search. Google prioritizes by location. 

    • Prominence: Your overall online presence. More reviews and positive ratings will improve your local ranking.

Reviews are another important component of offpage SEO

A Google Business Profile (GBP) review well may be one of the first places a user encounters your name and brand. An estimated 79% of people said they trust reviews as much as a personal recommendation from friends or family. Your GBP acts as a mini-website that is displayed on the right-hand side of the Google search results page, which business owners can manage. 

Feedback from your clients will produce more keywords and phrases—your company name shows up again and words about your services. It’s always a good thing to be drilling down into the big, robust Google network. That’s why I believe in using these Google tools. You can use a vast inventory of proprietary apps for just about everything, including keyword research. But Google owns the search space. Using their tools means that you’re in synch with their way of doing things. We may as well take advantage of this.

We can help optimize your website

Contact Being Top of Mind. We’re writers and content marketing specialists.