Guide to Off-Page SEO ranking factors6 min read

August 9, 2021 5 min read


Guide to Off-Page SEO ranking factors6 min read

As you probably already know, there are two types of SEO. There’s on-page SEO that deals with the things you can do on your website to boost rankings. But, there’s also off-page SEO. It focuses on things you can do outside your site. And here, we mean on other people’s websites (that’s where the name off-page comes from). Now, both of these are equally important, so you need to use them both if you want to rank well. But, we feel like people know a lot more about the former than the latter. So today, we’ve prepared for you a guide to off-page SEO ranking factors.

If you read about off-page SEO, you might think that it’s all about link building, but that’s not really the case. It goes a lot further than that, but if you stick through and do it properly, you’ll see plenty of benefits.

Both search engines and users will see your site as more popular, relevant, and trustworthy. Thanks to that, you’ll get higher authority, and your rank will rise.

How does it work?

When other reputable places on the internet link to or promote your website, they’re vouching for your content. Essentially, they’re saying: ”Hey, this is a good site, be sure to check it out”. They become advocates of your brand.

People who like their content will visit your site. They’ll look at what you have to offer, and if they like it, you’ll get some new leads or even customers. Best of all is that Google will count all those clicks, so it’s like giving your site a boost but doing it organically.

It’s worth mentioning that with good off-page SEO, you’ll get a lot more people on your pages. Therefore, it might be wise to test and improve your website’s usability. If all those people can’t find what they’re looking for on it, they won’t bother; they’ll just leave. And that’s something you want to avoid at any cost.

A woman smiling while using her laptop.

Why is it so important?

It’s no secret that search algorithms and ranking factors change all the time. However, we can track those changes and see what the constants are. We know that relevance, trustworthiness, and authority are always important, and off-page SEO helps with all three of those.

When you put all the numbers together, it turns out that off-page SEO-related factors are crucial for more than 50% of the ranking factor weight. So, not only is it important, it might even be more important than on-page SEO.

All in all, it pays off to know as much as possible about off-page SEO ranking factors, and we can separate them into two big groups. Let’s take a look at what those are.

Links and Off-Page SEO

Building backlinks is the heart of off-page SEO. Search engines use the number of backlinks to determine if your content is high quality or not. In essence, the more relevant links you have, the better you’ll position on the SERPs.

Surprisingly, some people seem to confuse backlinks with citations. Although similar, these are not the same. They’re two different types of links to your site. Backlinks will help you grow your presence on the web, while citations can do wonders in local searches. On top of that, backlinks are more complex. As a matter of fact, there are three types of them.

  • Natural links. These are the links that you get without taking any action. For example, a dog groomer adding a link towards his favorite pet shampoos is a natural link. 
  • Manually built links. These are the links that you get through link-building efforts. So, asking your customers to link to you or collaborating with influencers will give you this type of link. 

Self-created links. These are the links that you create by yourself and add them to an online directory, forum, blog, etc. These can be very powerful but also dangerous. If you’re not careful, you can end up in black hat SEO territory. And that’s not where you want to be. 

A person researching Off-Page SEO ranking factors.

What is a good backlink?

The important thing here is to understand that it doesn’t matter how you get a link, as long as it gives you enough ”link juice”. If the page you link to is relevant and helpful to the page that links to it, you’ve got yourself a score. That’s what you should always be aiming for.

We get that it’s sometimes tricky to tick all the boxes. So, if you don’t feel like you can do it on your own, you have nothing to worry about. You can always find help for your business’s web-based projects. If you know what you want, experts will know how to make it happen.

Non-link-related Off-Page SEO ranking factors

It’s time to talk about all those things that fall under off-page SEO but have nothing to do with link building. These are all the activities that happen outside your website but still improve your search ranking position. Here, we mean on:

  • Social media marketing
  • Guest blogging
  • Brand mentions of any kind
  • Influencer marketing

Of course, the main point of these is to create a reference to your site but from somewhere else on the web. These may or may not include links. So, the name is kind of misleading. We know. However, any mention of your brand or website, even in verbal form, is a part of an off-page SEO. And sometimes, these can give you even better results than the actual links. It all depends.

A woman getting interviewed

Final thoughts

To many people, off-page SEO seems harder and scarier than on-page. And we get it; many things aren’t under your control, but that’s the whole point of it. The more challenging something is to get, the more valuable it will be as a ranking factor. And in the real world, it isn’t half as scary as you may think. A website is already a must-have tech for your small business, and if you have it, why wouldn’t you use it to its full potential? The thing is, you don’t need a thousand links to rank. You can make it work on a smaller scale without any issues. Since now you know what off-page SEO ranking factors are and how to deal with them, feel free to get out there. Share your knowledge, do collaborations, and ask your customers for mentions. You have nothing to lose but so much to gain.

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