What is Off-Page Optimization?


Off-Page Optimization

Off-page optimization refers to techniques, which help websites improving their rankings on the search engine results page, or SERP. Off-page optimization deals with different forms of off-site SEO and building backlinks (also known as inbound links or link building) from other websites in order to gain more exposure.

Typically, there are 3 types of backlinks:

  1. Natural links, which is when a page owner adds a link without any actions taken from the business owner. For example, when a blogger mentions a certain product and service and adds a link to the website
  2. Manually built links, which are acquired through link-building activities. This happens when companies are asking influencers or their customers to share their content.
  3. Self-created links, when companies add links themselves on forums, social media, and in the article directories. This type of backlink creation is considered a black hat SEO practice and is not endorsed by search engines.

Off-page optimization applied in the right way can help increase page ranking and boost your social media exposure. Also, off-page SEO relies on human behavior and perception and that’s why it’s important to create a positive image to implement off-site SEO strategies successfully.

Methods of the off-page optimization

Apart from link building, there are other ways to gain more visibility outside the website. They include:

  • Social media sharing. Mentioning your brand on social media is another popular practice to gain traffic. Although such links are no-follow, they can raise a brand’s awareness. Such types of links appear in comment sections of certain communities or in posts of the company’s representatives and clients.
  • Social bookmarking. This is when companies post content with the links attached to their websites on platforms such as Reddit, Scoop.it, etc.
  • Guest blogging. Blogging is also a popular way to gain more traffic to the website. When a website has a regularly updated blog or invites a blogger to write about their products or services.
  • Paid promos. Last but not least companies can pay other websites and influencers to promote their products or services. Ads can be posted in search engine results and social media in a form of a “paid promo”.


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