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There are three main pieces that make up a complete search engine optimization (SEO) strategy: on-site, technical, and off-site. On-site SEO includes things like content. Technical SEO includes alt text, meta descriptions, and site architecture. Then there’s off-site SEO.
Below, HawkSEM Director of Marketing Strategy Maria Smart helps explain everything you need to know about this vital SEO pillar.
Also called off-page SEO, off-site SEO covers all the SEO tactics that take place outside of your own website. (Tactics on your own site are considered on-site SEO, for obvious reasons.)
As Moz explains, optimizing for off-site ranking factors involves improving search engine and user perception of a site’s popularity, relevance, trustworthiness, and authority.
There are strategic steps you can take to maintain healthy off-site search engine optimization that shouldn’t consume too much of your time. (Image via Rawpixel)
Some elements of off-site SEO are things you have a degree of control over. Others may be out of your hands, though you can attempt to influence them.
As HubSpot explains, this includes but is not limited to things such as:
How can you help influence good off-site SEO? Maria says that optimizing your citations is a great start. You can’t exactly control reviews published about your company, other than trying to offer the best customer experience possible. But what you can do, particularly with negative reviews, is mitigate, respond, and try to take the conversation offline.
The same goes for social profiles like YouTube and Google My Business pages. It’ll benefit your off-site SEO to clean up any duplicate efforts and know how your profiles look on the search engine results page (SERP).
Pro tip: Consider creating a recurring reminder or calendar alert to stay on top of profiles and check in on them at regular intervals if possible. This way, you can be sure all of your pages have the most up-to-date images, contact info, operating hours, and more.
Off-site SEO is an important component of a well-rounded SEO plan. It addresses a host of important ranking factors that Google considers when evaluating your website’s trustworthiness beyond authoritative content and having a technically healthy site.
Social media signals such as likes and followers can also be considered off-site SEO, as well as guest posting, link building, press releases and the like, Maria adds. Basically, all of these elements come together to help paint a picture of your business in online spaces outside of your website.
Luckily, there are strategic steps you can take to maintain healthy off-site search engine optimization that shouldn’t consume too much of your time.
Here are some ways to keep yours in good standing:
Pro tip: According to Ahrefs, “Google takes into account many off-page factors when deciding if and where to rank web pages. Links are one of those factors, but there are many others. For that reason, it’s challenging to rank on the merit of your content alone.”
Off-site SEO is just as important as its on-site and technical counterparts. (Image via Unsplash)
When you’re assessing the current health of your SEO, Maria says there are a few things in particular to look out for.
These include:
Off-site SEO is affected by all of these things. Working to take care of these issues can make your business look more authoritative to search engines, since all of these “signals” get calculated into your overall domain authority, whether your company is new or established.
It’s clear that off-site SEO is just as important as its on-site and technical counterparts. The tricky thing is that off-site elements are a bit harder to control.
However, when you know the best practices and what common missteps to look out for, you can include off-site SEO maintenance in your overall SEO plan and know that you’re being intentional about keeping yours in a good place.
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