On page SEO is all about creating web pages which can be easily read, understood and indexed by the search engines.
Off page SEO makes up 75% of your SEO and builds the authority of your website and it’s content.
This article will help you understand what off page SEO is all about in 2014.
What is off page SEO?
Off page SEO is all about building authority for your website so your content ranks above similar content.
This used to be mostly just building links to your website from other websites, preferably authoritative ones, this has all changed with the changes Google has made to their algorithm over the last couple of years, and especially last year.
Now, you still need to build links, you just have to do it differently. You build links along with a number of other activities like content development and social media.
As I mentioned above, link building has changed. Google has come down heavily on what it considers to be spammy link building tactics. These are tactics like paid link farms, free directories, one page websites on keyword rich domains and article marketing.
Google rewards you for “earned links”, links that you get because people want to link to or share your content.
Creating content that people want or need encourages them to share that content with their friends and colleagues. When your content is useful people will link to it in their own content to support their arguments.
What is great content
Great content is any content which your target audience, your potential customers, want or need to help them with their buying process. Emphasis needs to be put on “target audience” because your aim is to get more of these people to your website and less of the tyre kickers.
The content could be in the form of written web pages including blog posts, downloadable documents, videos, slideshows etc. Whatever works best to get your message across.
When you provide for the needs of your audience, they’ll reward you by sharing and linking to that content.
Publish some of your content on other websites
Another way to gain authoritative links to your website is to publish some of your content on other related websites and include links in that content back to pages on your website.
This is most effective when the website you publish on is related in some way to your website and the subject matter on that website relates to the content you normally publish. You might publish on the website of your suppliers, business partners, industry associations etc. When Google can associate the fact that each of these websites publish content which supports one another it gives your links a little more weight.
If you have a blog, you’ve most likely been contacted on several occasions by people wanting to “guest post” on your blog. These people are after links to their website or to the website of their client. Don’t just accept these requests without thoroughly vetting who they’re coming from, what content they want to publish and who they’ll be linking to. I suggest if the request comes from a free email address like Gmail or Hotmail or you can’t determine what company they’re from, don’t waste your time just ignore the request.
Social media is a great way to get links back to your content. Search engines are also looking at the level of engagement of your social media posts to help them understand how good your content is. The thinking is, if people share it, it must be good content.
This is becoming increasingly important on Google+. Google+ is tied right into the Google search results now. Google Authorship allows you to connect your content to the Google+ profile of the author. This means that the Author’s image is shown in Google’s search results along with how many people follow them on Google+ and how many times the article has been shared.
Off page SEO used to be about getting links to your website. Now it’s more about writing great content which earns links and promoting that content so it earns even more links.
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