SEO is always changing. Some of the practices that were considered standard a year or two ago may no longer be popular today. The narrative of this article is woven around researching the overarching objectives of off page SEO in the present context and how it should be implemented.
Most of the SEO professionals are obsessed about ranking their website high on SERPs for the right keywords and that was considered the ultimate objective of SEO until a few years ago. A paradigm shift has been taking place since then. Today people believe that SEO is all about creating your digital footprint and expanding it so that it can be easily found by search engine spiders and the users alike.
The modus operandi is to focus on relationship building, link building and enacting a content strategy. Using this formula you can achieve most of your online marketing objectives related to search engine rankings, reputation, brand mentions, website traffic and last but not the least – conversions.
Online Reputation Building
Online reputation building is all about how your customers perceive your brand. The information available online about your product or brand can directly or indirectly appear in search results and can be instrumental in final purchase decision by a consumer. It makes reputation building one of the most crucial parts of off-page SEO.
Expand Your Digital Footprint
Apart from building relationships, directory listings and maintaining a blog, the job of an SEO professional includes expanding the digital footprint of your brand. Even today link building is considered to be an important SEO activity, but the organic digital presence of your brand has acquired the center stage.
If you are successful at developing a great online presence for your brand, the natural backlinks will follow automatically. Reputation building is more like the upkeep of your office premises, so that the visitor may find you easily and form a good first opinion about your brand.
It also establishes that trust factor is one of the most important elements of a successful business or brand. So, continuous efforts are needed for reputation building.
Importance of Off Page SEO For Your Website
It is a noisy world and as a customer, you can be exposed to scores of brands every day. According to the “First Commandment” of Internet marketing, your brand information should readily be available to your prospective customer. It is important for a brand to reach out to the prospects before they seek them online.
User-generated content plays a significant role in influencing the opinion of customers. It includes comments, reviews, and recommendations. The social media conversations are also included in it. Paying attention to user-generated content, therefore, becomes an important activity of off-page SEO. We can use social media channels and forums to create positive content about our brand.
User-generated content, reviews, and comments are indexed by Google and most of the times, they rank high when someone searches about your brand online.
In order to build your reputation online, negative user-generated content is pushed down and positive content is brought up the search engine result pages. It also involves creating positive content and encourage positive interactions on social media. Such activities will also help you in increasing your mentions, positive reviews, and backlinks – all expanding your online footprint.
A Better Product and Better Customer Service
It also means that some offline efforts are also helpful in creating a brand such as excellent customer service and a product which is many times better than the similar products offered by the competition.
Blogger Outreach and Influencer Marketing
Blogger outreach and influencer marketing is also going to help SEO professionals in a big way. We should use earned media and paid media for that. Try to capture positive reviews about your product and encourage positive social media interactions.
In Moz blog, Ronell Smith has simplified this puzzle by categorizing off page SEO in the following three factors:
Let’s discuss these things in detail here.
I. Create an Excellent Product
It is the foundation upon which the huge structure of marketing and branding can be built. If our products or services are not up to the mark, then even the best marketing activities will fail.
You should design your product based on the most sought after benefits it may offer to the audiences. This way we can automatically remove objection and improve brand mentions. In marketing terminology, it is called creating a 10x product, which means that it is 10 times better than other products.
II. Improve your Customer Service
Pay attention to your customer service, because it can be the game changer. It is observed that successful brands have completely disappeared or have earned bad name because of poor customer service. Negative news has the potential to go viral and it can be disastrous for a brand.
III. Delight Your Customer Through Content
Create content that delights the customer and creates a good image of your product or service in their mind. Overall, the customer should feel good while going through your content.
Remember, SEO and content marketing are complementary to each other and both offer highest ROI.
The voice of your audience is very important in the entire digital marketing ecosystem. What are they saying online and the kind of reviews they are posting are very important in terms of referral traffic, branding and conversions.
I. Interact With Your Audience Using Social Channels
Social platforms are the best place to get to know your audiences. For that, you should regularly monitor their conversations, opinions, comments, complaints, and the feedback.
The mantra is to be polite, empathetic and friendly. Make sure you don’t sound robotic.
II. Become a Thought Leader a Source Of Knowledge For Your Audiences
The online audiences love those brands, which are not always busy talking about themselves. They should rather act like a resource, wherein the customers can get answers to their queries. Once you establish yourself as an authority your off-page SEO becomes a cakewalk.
III. Be Responsive On Social Media
Nobody likes a dumb brand. In order to succeed one should be pretty responsive. Being responsive is the first step towards offering good customer service and establishing a brand that creates buzz.
If you are irresponsible on social channels, it would spell a doom for your offline-SEO and overall marketing efforts. Your audiences would prefer to go to your competition in case they find you unresponsive.
IV. Leverage Influencers
Influencers can reduce your efforts by amplifying your voice on their channels. Influencer marketing is not only helpful in bringing quality traffic to your website, but it is also helpful in creating a buzz around your product and get people talking about it. They will also help you to increase your followers and subscribers.
Social media influencers will increase your visibility and outreach. They expose your brand to the new audiences. So, networking with social media influencers will always help your brand.
It is important to know that social media signals are considered by the search engines for ranking. If you use social media the right way, you can very soon become a distinguished brand and people will easily identify you the next time you publish or share your content.
V. Participate in Discussion Boards and Forums
Similar to social media, discussion boards and forums are very important in terms of expanding your footprint online. Reddit and Quora are good platforms, to begin with. Once the participants read your content on these platforms, they are likely to search you on Google, Digitalberge and LinkedIn. It gives you free publicity and increases quality traffic to your website.
VI. Participate in Blog Commenting
Many SEO professionals ignore blog commenting because it offers them “no-follow” backlinks. However, apart from backlinks, there are many benefits you can gain through blog commenting. It softly spreads your word around if you perform this activity smartly bringing you on the radar of influencers and relevant audiences.
A good marketing strategy involves planning your content. Here are some tips on how to plan your content.
I. Address the Needs of Your Audiences
Your content should match the needs of your prospects and customers. If it fails to address their needs and requirements, it will never achieve its desired purpose. It should contain the right keywords including the intent-based keywords. It should include both the title and the description. The entire process is referred to as Search Intent Optimization.
II. Use the Right Keywords
Research is necessary both offline and online to know the intent-based keywords. You can eavesdrop on channels like Reddit and Quora to find intent-based keywords.
You can also use the tools like Keyword Explorer and keywordtool.io to know the relevant keywords.
Quality content is immensely helpful in building relationships with your audiences. In the process, it will also bring you some authoritative backlinks.
III. Experiment with Different Kinds of Content
Sometimes text based content is not as powerful as a YouTube video or an infographic. it all depends on your choice of the channel. The user experience is also considered to be a part of the content.
Instead of doing what we are comfortable doing, the marketers should resort to what should be done in order to be on the top. It is true for user experience, branding, and also influencer marketing. Continue experimenting both with the content and marketing strategies.
If you follow and implement the things suggested above, you are bound to achieve great results in terms of brand building, off-page SEO and reputation building, alternatively you can outsource your work to the Best SEO company in Delhi NCR for better results.
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