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Written by Caroline Cox on Jul 16 , 2021

When paired with strong on-site SEO, off-site SEO can help strengthen your brand’s authority and credibility online. 

Here, you’ll find:

  • How to define off-site SEO
  • What elements fall under this SEO umbrella
  • Red flags to look out for
  • Expert tips on maintaining healthy off-site SEO

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.

What off-site SEO is

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.

woman at computer with coffee

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)

What elements factor into off-site SEO

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:

  • Backlinks
  • Brand building
  • Citation building
  • Content marketing
  • Video marketing (YouTube)
  • Forums
  • Local SEO
  • Review management

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.

How off-site SEO benefits your brand

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.

Effective ways to maintain good off-site SEO

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:

  • Monitor your social presence – Respond to reviews, update profiles, and add new photos when applicable.
  • Join and participate in forums and relevant communities – Find out where consumers in your field are gathering online and having discussions so you can add your own thoughts and connect with potential new customers.
  • Guest post on relevant websites and attempt to garner backlinks in the process – While some experts argue that simply guest-blogging to get a link isn’t efficient, we say it can be worth it in certain circumstances. Just make sure you’re creating highly relevant content that provides actual value for the reader.
  • Link building – Reach out as often as you can to relevant sources to get the placement you want in their articles or on their website.
  • Create and syndicate press releases – Press releases help you promote new solutions, business changes, and industry insights. (They also include a backlink when possible.)
  • Local presence – Be sure to maintain related citations in places like Google My Business and Bing Places.
  • Consider creating infographics – This type of content can be a source of engagement that can be easily shared on social media. To get good links, you need good engaging content, including graphics.

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.”

woman searching with binoculars in the woods

Off-site SEO is just as important as its on-site and technical counterparts. (Image via Unsplash)

Red flags to keep an eye on

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:

  • Not ranking well for branded terms 
  • A backlink profile that is small and not authoritative or relevant
  • No local presence online
  • Poor social engagement
  • A website with low domain authority
  • Online reviews that are poor, non-existent, or even just unanswered

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.

The takeaway

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.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Caroline Cox on Dec 8 , 2020

Make sure your search engine optimization (SEO) strategy is primed for success in 2021 and beyond.

Here, you’ll find:

  • Quick wins for optimizing your website
  • The must-have elements of quality content
  • The latest Google developments to leverage
  • SEO best practices & trends to keep an eye on

It’s like the age-old saying goes: An SEO pro’s work is never done. 

…OK, so maybe I made that up, but the sentiment holds true. With the ever-changing algorithm and constant advances in technology, optimizing your website for search engine results is (and should be) an ongoing process.

The good news? Putting these SEO best practices into place now can set you up for success months and years down the road. 

These tactics will ensure you’ve got top-notch SEO and add value to your overall brand while showing prospects and users that your company is one they can trust.

SEO includes both on-page (elements on your own website) and off-page (things like backlinks and social media) optimization. While you have more control over your on-page SEO, there are things you can do for both categories to get your site as much exposure as possible.

Let’s dive in.

HawkSEM: Best Practices to Boost Your SEO

Think of an SEO audit like a wellness check for your website. (Image via Unsplash)

1. Plan regular SEO audits

Multiple factors go into making sure your site is optimized for the search engine results page (SERP). That’s why it’s a good idea to conduct an SEO audit at least once a year. This process will give you a holistic view of where your SEO currently stands. 

The steps to conducting a thorough SEO audit are:

  • Perform a technical audit using a site-crawler tool
  • See what pages are indexed in search engines
  • Review mobile friendliness
  • Test page speed
  • Analyze on-site user behavior
  • Revisit your personas and audience
  • Conduct keyword research
  • Audit your content strategy
  • Analyze your link profile
  • Review backlink and internal linking strategies

There are other elements of your site that can affect SEO. Things like your domain’s security (especially if people log in or are asked to submit their info on places like landing pages), long-tail keywords, and compressed media files all go into creating top-notch SEO.

A content audit can also help identify topic gaps to fill via new content. Which themes related to your business have you not covered? Which related topics are your competitors outranking you for? 

Often, these chosen topics relate to the products or services your business offers. Narrow them down, then use a tool like Google Keyword Planner to determine the popularity and competition for these keywords.

Pro tip: Want an idea of where you stand before conducting a full SEO audit? You can leverage a website grader tool that’ll instantly tell you how your site’s SEO stacks up.

2. Create (or update) your content strategy

Speaking of content: The best content strategy is one that’s not set in stone. That’s because the more you create content, the more data you can gather, the more topics you can cover, and the more opportunity you have to optimize your site for search engines.

Your content strategy serves as a high-level look at your content goals and how you plan to achieve them. Plus, it’s one of the most effective SEO best practices you can adopt.

Whether you create a doc, a slideshow, or go old-school with pen and paper, your content strategy should include:

  • Goals
  • Key performance indicators (KPIs)
  • Target personas
  • Tactics
  • Creation process
  • Projects

Your strategy should also include how often you plan to publish content. It’s also wise to have a content creation checklist to ensure each published piece is optimized and consistent before it goes live. 

Optimized content generally features elements like:

  • Subheadings
  • Title tags
  • Internal and external links
  • Meta descriptions
  • Sentences and paragraphs that are easy to digest
  • Images with alt text

3. Embrace video marketing

There are multiple reasons why video marketing belongs in your 2021 strategy. It’s fast becoming a highly effective content too, while serving as a great way to increase page time and boost engagement. HubSpot reports that 88% of video marketers reported that video gives them a positive ROI.

Once you’ve mapped out a strategy and created your first video, don’t forget to optimize it. You can optimize your videos by following SEO best practices such as:

  • Choosing an engaging thumbnail image
  • Creating a thoughtful title and meta description
  • Optimizing the page itself that the video is hosted on
  • Investing in paid ads for promotion
  • Including captions or subtitles within your video

4. Prioritize mobile-first indexing

The masterminds at Google rolled out mobile-first indexing in the spring of 2018. Before this, Google was crawling and ranking the desktop version of a website.

Then, in the summer of 2020, Google announced it would enable mobile-first indexing for all sites in search by April 2021. 

So, what does this mean for you? Your site has to look sharp on mobile to rank well. That means no wonky formatting, no slow page loads, and no weird margins that make reading or scrolling nearly impossible.

Use Google’s mobile-friendly test tool or do a spot check on your pages by pulling them up on your mobile device to see how they’re responding and rendering. If you don’t have a mobile-friendly site, it will continue to pull your desktop version, but this leaves you more prone to a sub-par user experience and search engine results page (SERP) ranking.

HawkSEM: Best Practices to Boost Your SEO

Data also shows that images with descriptive captions perform even better — like, ahem, this one. (Image via Unsplash)

5. Get your site up to speed

Speed remains a vital part of following SEO best practices. Not only is it a factor in Google’s slated 2021 Core Web Vitals ranking rollout, but “a slow-to-load page can be a huge problem for bounce rate,” according to Search Engine Journal.

Images and video are two features that can affect page speed since these tend to be larger files. More — and larger — files mean more HTTP requests, which means more load time. 

Make sure the files you’re uploading aren’t bigger than necessary (they don’t need to be magazine-quality high-res photos to look good on your site). And consider enabling compression, so your files are compressed (aka smaller) and take less time to load.

Enabling browser caching can also help, as this means the page isn’t loading completely from scratch each time it’s visited.

6. Don’t underestimate good visuals

Visuals don’t just catch the reader’s eye — they help bring your content to life. Our in-house experts recommend using at least two images per blog post, whether that means photographs, well-designed graphics, or something else.

But don’t just slap a couple of photos into your copy and call it a day. The images you choose should make sense for the topic you’re covering, and the look should feel in line with your brand, even if you’re using stock imagery.

By now, you probably know what’s coming next: optimizing!

Once you’ve found some high-quality photos and compressed them to the proper size to keep your page speed and formatting on point, make sure to include proper alt text that corresponds to the image. This is what will show up if someone has images disabled on their device, or potentially if they hover their mouse over the image. Data also shows that images with descriptive captions perform even better.

7. Monitor your reviews

Brand sentiment is part of what the algorithm takes into consideration. Because of this, it’s important to keep a close eye on your reviews across your Google My Business profile, Facebook page, and other various sites. 

Negative reviews should be publicly addressed, if possible, as long as the comment seems authentic and not like spam (you should be able to tell the difference). Do what you can to turn this disgruntled customer’s opinion around — it could be as easy as:

  • Offering a refund
  • Getting them on the phone with a customer service rep to sort out an issue
  • Appealing to their emotions and making them feel heard
  • Apologizing for a miscommunication, misunderstanding or mixup (which could result in the person deleting their negative review entirely)

But don’t just respond to the negative reviews — SEO best practices suggest acknowledging and thanking someone for a positive review makes your happy client feel seen and valued. And, as we know, word of mouth is one of the most effective marketing tools around.

8. Keep featured snippets in mind

Featured snippets are a SERP feature that often show up when someone asks a question in the search box. The snippet result usually includes what the algorithm deems the most relevant answer.

Featured snippets are usually found in the space between paid search ads and ranked results, sometimes accompanied by an image or video. In 2020, Google made a few tweaks to featured snippets. These included testing multiple contextual links (which they later said was unintentional) and, in some cases, taking users straight to the blurb being referenced in the snippet when they click the link (sometimes with the featured text highlighted).  

While there’s no “one weird trick” to snagging a featured snippet, there are a few ways to prime your content for this spot on the SERP, such as:

  • Dating your content
  • Avoiding first-person language
  • Thoroughly answering a “why”-based query
  • Following the format of existing featured snippets
voice search - seo 2021

More than 4 billion voice search devices were used in 2020, and the figure is slated to double by 2024. (Image via Unsplash)

9. Examine your structured data

Structured data, also called Schema markup, is one way search engine bots crawling your site can understand your website content. This is an important part of healthy technical SEO: the better bots understand your content, the better your chances are of ranking in search results.

Schema is a type of vocabulary with tags you can add to the HTML markup of your web pages and emails. One of the biggest benefits to Schema is that it can enhance the snippets that appear below your page title on the SERP. It allows you to add enriching content like a publish date or rating, rather than simply the meta description.

In August 2020, Google announced that its rich results test tool would now support article structured data. According to Search Engine Land, this can help you better pinpoint structured data issues and potentially drive more traffic to your pages.

Pro tip: There are hundreds of Schema types. Those unfamiliar can use Google’s Structured Data Markup Helper to add structured data to their sites.

10. Own and manage your backlinks

Oh, backlinks — one of those SEO best practices that’s as valuable as it is elusive. While there’s no real shortcut to getting quality backlinks, by putting in the work, it’s still possible to begin seeing SEO-boosting results. The first step is to measure up your site’s current backlinks, then compare the results with those of your competitors. 

Sites that will link to your competitors are likely to link to you as well — if your content is optimized, high-quality, and relevant (it’s also a good idea to link to relevant, high-authority sites). When reaching out about backlink opportunities, it’s key to prioritize personalization, show the value you’re offering, and focus on building a relationship with this business vs. asking for a favor out of the blue.

Some ways you can encourage backlinks to your site include:

  • Publishing unique stats, research, or findings
  • Guest blogging on other sites
  • Leveraging industry influencers
  • Reaching out to sites with directories (like a site’s resources page)

While backlinks are important, it’s worth noting that — as SEO experts point out — it’s not necessarily a numbers game. Quality will win over quantity, and backlinks are just one of many ranking factors that search engines take into account.

Pro tip: A study from fall 2020 found that shorter content earns the most backlinks, so keep that in mind when crafting your link-building strategy. 

11. Keep an eye on voice search

The appeal of being able to search without using a screen is understandable — you can get answers and find information while doing other activities like cooking or driving.

The concept isn’t new, but smart-home technology devices have taken the trend to a new level. More than 4 billion voice search devices were used in 2020, and the figure is slated to double by 2024.

Optimizing your site for voice search is a whole ‘nother ball game — but it can be done. Along with ensuring it loads quickly, you can optimize for voice search by:

  • Making sure your site is mobile responsive
  • Including long-tail, natural-sounding keywords
  • Prioritizing featured snippets
  • Keeping copy concise and digestible
  • Having strong local SEO (like a thorough and accurate Google My Business Page)

The takeaway

The algorithm’s goal is to help people find answers and resources they need. By implementing the above SEO best practices, not only will your site become easier to find, but you’ll be able to better connect with users and customers who can benefit from what you have to offer. 

Whether you’re fine-tuning your current strategy or starting from scratch, now is a great time to assess your goals, evaluate your current practices, and implement a stellar SEO plan.

Want even more expert tips to up your SEO game? Let’s chat.

This article has been updated and was originally published in September 2019.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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