Increasing your organic traffic takes more than onpage SEO
That’s the easy stuff that you likely have nailed by now. You’re doing all the right things to increase your organic traffic. Things like:
- Writing really good content.
- Developing metadescriptions that include your focus keyword.
- Identifying keywords and phrases and using these in your headings and subheads, in your titles and metadescriptions.
- Creating smart inner links among your pages.
- Optimizing images by labeling them with your company name and the image’s description and providing descriptive alt tags.
But this isn’t enough. You also need to be doing off-page SEO
Off-page 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 your social media sites where you’re posting on a consistent basis. It includes podcasts and the reviews you’re getting on your Google Business Profile. If you’re not into endless self-promotion, asking for reviews can be uncomfortable. Get over it. All of us are reading reviews these days before making both big and small decisions.
What is the importance of offpage SEO
What’s most important about offpage SEO is understanding that it’s the activity that takes place OFF the webpage. It’s the stuff you’re doing away from your website to build your brand.
Off-page SEO includes brand building and PR. That’s getting out in front of the public. Pitching articles to local publications or industry newsletters. Looking for opportunities to be a guest blogger or speaker. It includes networking, meeting people and growing your presence.
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. You do want to be part of local search and show up on Google’s Local Pack. Podcasts are part of offpage SEO, just as influencer marketing is is.
You’ve seen the Local Pack a gazillion times
You didn’t know it was a 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. (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 with yummy food and friendly people, thanks to Local Pack!
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. 79% of people said they trust reviews as much as a personal recommendation from friends or family. Your GBP acts as a mini-website or citation that is displayed on the right-hand side of the Google search results page, which business owners can manage. It’s building a relationship within the Google environment.
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 this 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. Take advantage of this.