Off-Site Optimization and Link Building
Once we have taken the first step of on-page optimization for your website, the next step in an SEO campaign is off-page optimization and link building. The term “off-site” means that we are building links from websites outside of your company that link back to your domain and improve its authority in the eyes of search engines like Google, Bing, and Yahoo.
Authority, Relevance, and Trustworthiness
Any off-site optimization efforts are focused on the goal of improving your website’s relevance, authority, and trustworthiness when it comes to a search engine. So what helps create these three things for your site? Popularity. Creating links to sites outside of your own that already have established domain authority is like getting a vote of confidence that your site offers good information on the products and services you want to rank for in search engine results. It signals the search engines that your content is relevant and trustworthy.
Google doesn’t share the exact algorithm for how they use links in its overall rankings, but there are indications that these efforts can account for a significant part of your total SEO efforts, and off-site optimization is not something that most people can do without the help of an experienced SEO partner.
One of the first and most important things to understand about the work we do to build external links is the concept of domain authority (DA). Every page on the internet gets a rating (from search engines) of 0 to 100 DA—brand new pages that just came online will start at 0, and as the site builds credibility that score increases. The best way to increase your website’s DA is to have links that connect your page to others that already have high domain authority (think of it like high school, where your own popularity could improve by having a direct connection someone who was already popular).
A domain authority of 100 is difficult to achieve, and the list of websites at that level is short: Google, Microsoft, and Apple. The good news is we don’t need to link to sites with a DA of 100 to improve your score; when we link to sites with a DA or 40-50 or above, it will improve your own domain authority, and by extension, improve your SEO.
Our Off-Site Optimization Services
Every SEO campaign includes a monthly program to build your credibility through blogging and link building. Our team writes and posts blogs on topics related to your keywords, and we have an extensive network of high-domain-authority websites where we post that content as a guest blog and link it back to your site. These guest blogging sites also have links to other external sites with high DA, building a “web” of links that point to your site, getting more of those votes of confidence that search engines use to see that your website provides quality content on the topics and keywords we are targeting.
There are several factors that we consider when we’re looking at where to post guest blogs; linking to the wrong sites or manually building links the wrong way can actually damage your SEO (which is why it’s important to work with a company that has experience and can show results). Before we create a link, we want to make sure the page we’re linking to is:
- Related to the topics and keywords we’re using to link to your site
- Popular (high domain authority)
Off-page optimization is a careful balance of creating the right links to your pages that will build your site’s credibility and requires a focused effort every month to continue to build that domain authority.
Find Out Your SEO Score
If you’re not sure where your website ranks right now, check out our free tool to get an instant SEO score and learn what you can do to show up at the top of local and national search results.