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Business in 2018 in all about meaningful connections. Off-site SEO is a perfect embodiment of that trend!
While on-site SEO is concerned with making the experience of browsing your website the most pleasurable and smooth one, off-site SEO involves factors that determine your pages’ popularity, trustworthiness and relevance.
In this article, you will learn about the tactics that will make your online presence trustworthy for search engines!
Business went a long way from massive ads and buying TV time to establishing valuable relationships with not only customers, but also other businesses in the niche.
Create content that’s relevant, valuable and informative
When it comes to SEO, the main role of your content marketing campaign is to drive organic traffic to your website and its pages. A blog is what potential customers find when they look for an answer to a question they have or when they want to get entertained.
Publishing content gives you the opportunity to consistently keep things fresh and give your audience new things to consume, share and talk about.
If your content is truly exceptional, then you stand a chance of getting backlinks. That means people will read your article and deem it so informative that they will either use it as a reference in their own post or share it on their social media. That’s basically free promotion! Well, the only price is making sure your content is always amazing and up-to-date.
Read about creating your own content marketing campaign in my step-by-step guide!
Create content that’s worth sharing
It’s basically impossible to come up with a business idea that hasn’t been already done. However, it is possible to create content that will catch people’s attention and entice them to share it with their friends and followers on social media, send it in an email or paste it straight into the DMs.
How to make sure your content is enticing people to share it? One way is to try your best to find topics that haven’t been covered by your competition. Another way is to tackle typical topics in a non-typical way.
Stay on top!
Your content needs to be fresh. Make sure you research the latest news and trends in your niche and adjust your content strategy. Your audience doesn’t want to read articles about things that were on top a year or even a month ago!
A great and recommended practice is to update your old content. Let’s suppose you’ve written an article on the best guitar effects available on the market. But that was half a year ago. Your article is still there for people to find, but a lot happened in those six months and your blog post is no longer up-to-date.
If you fail to keep your content up with the newest developments in your niche you risk being seen as an out-of-date business!
Ask customers and influencers to link back/share your content
The best way to show Google that you are a trustworthy business is to have the people themselves say it. How to do it? Ask them to share or link back to your content!
Add a share panel for social networks at the end of your articles or on the side of the page. Add a simple ‘if you liked the article, please share it!’ at the end of a page.
On social media, you can resort to a more in-your-face solution by asking people to ‘like, share and comment’. It’s not about huge caps locked pop-ups like “SHARE IT, COMMENT, SUBSCRIBE”. It’s about gentle nudges that can encourage your followers to promote you. If your content is good, they will do it.
Facebook recently chopped brands’ organic reach turning it into a ‘pay-to-play’ kind of thing. However, they haven’t done that to the influencers, which makes them a source of untapped promotional potential.
Find an influencer in your niche whose audience would enjoy your content. Don’t hit up any person with a large social media following. Be specific. Otherwise, all your efforts will fall on infertile ground.
A huge part of off-site SEO is having respectable people in your field recommend you. One of the best ways to do this, apart from securing backlinks, is to get some guest blog posts.
Write guest blogs!
Don’t be afraid to reach out to a business you admire and ask for a cross-promotion opportunity. It’s like with asking your crush out – the worst thing you could hear is ‘no’.
If they agree though, you will not only be able to tap into larger audiences, but also show Google that you are an established player in the industry (we’re talking about guest blogs, not dates!).
Have someone write a guest blog for you!
Another great tactic is to team up with another business in your niche and have them write a blog post for you. That will have a positive impact on your off-site SEO, especially if the guest writer is a more renowned individual. Again, it feeds into the idea of making you more trustworthy and reliable.
Social media presence
Social media is gradually becoming more and more important in defining your off-site SEO and your Google rankings. It’s a perfect platform for search engines to measure your trustworthiness and relevancy.
If you want to read more on creating a social media strategy for your own business, head over to my article on that topic!
If you’ve already got that going for you, how about learning a bit more about social media marketing?
Focus on genuine connections
Social media are perfect platforms for engaging your customers with content that catches their attention. Whether these are videos, blog articles, photos or simply status updates, find out, which types of content resonate with your audience and focus on providing them! Make them as great, engaging and interesting as you can!
Creating relationships with your audience gives you the bonus of boosting your off-site SEO. After all, if your followers engage with your content, reshare it, like and comment it, they must like you and trust you, right?
Don’t buy followers and likes
Numbers don’t matter as much as engagement. Who cares that your Facebook page has several hundred thousand likes if you’re only getting several dozen likes at most per post and no comments. It’s better to have a following of five thousand people who genuinely enjoy interacting with you by commenting, liking, sharing and reading your content.
There’s one more thing. If you have to resort to such desperate measures as buying likes and pretending that you have an audience, what does it say about your business?
SERP stands for Search Engine Result Page. It’s what you see after you type in something in Google and click ‘Enter’. You might be surprised how many things are going on there that impact your off-site SEO!
Probably one of the most UX-wise important elements of your off-site SEO on SERPs is the title. It should immediately describe what your content page is about.
Let’s have a look at two examples:
The ultimate guide to off-site SEO
Which one do you think is better? The second one, right? The first one is really vague and non-specific. It gives the user no indication as to what aspects of SEO are going to be covered in the article. What is more, it provides no encouragement or incentive to click the link.
Try to keep your title short, use emotionally charged words (especially adjectives) and make sure you outline the topic of your content page clearly!
This is the place to elaborate on the contents of the page. What’s the article about? How can clicking on the link enrich the life of the user? Why should they click on your page and not the one above?
Also, make sure to include the focus keyword!
Google admitted that their algorithms don’t pay attention to meta descriptions that much. However, a well-written, engaging description that elaborates on the title can do wonders when it comes to encouraging people to enter your page.
Amping up your SERP panels
It’s 2018 and SERP panels went a long way from being a link with a short description. Type in any airline or a major hotel chain. You will probably be able to check vacancies and flights from the search engine, without even going on a website!
Google might also suggest you top news based on the keywords you searched for. These features would have a graphic attached to them making the link more noticeable.
To put it shortly – being able to engage users in the first seconds after loading the SERP is more important than the first place in the ranking. However, you should still take efforts to make sure you’re in the top 5-10.
Read more about the freshest SEO practices here!
SEO is not all about the User Experience, loading times, code or tags.
It’s also about more abstract things like reputation, trustworthiness and engagement.
In this article, you’ve learned the ways to make sure your off-site SEO will be top notch!
Let’s recap the points from this article:
- The best way to make sure your content is being shared and mentioned by other businesses is to create content that’s informative, relevant and engaging,
- Reach out to influencers,
- Writing and hosting guest blogs will improve your credibility,
- Use social media channels to create a dedicated audience,
- Take care of the way your content pages present themselves in the SERPs!