More SEO performance: With off-page optimization
The off-page optimization of a website is one of the two pillars of search engine optimization. In addition to OnPage optimization, OffPage optimization is one of the decisive optimization areas where website operators can actively influence the ranking of their own website in the search engines.
In this blog post, we report from practice and give you tips on targeted OffPage optimization and the measures to be taken. Here we go!
OffPage Optimization: It depends on external signals
OffPage optimization deals broadly with so-called external factors. These are, on the one hand, direct links from third-party sites (so-called backlinks), but also mentions ( co-citations ) of a brand or product on other sites. Search engines like Google know how to identify and evaluate such signals.
From the point of view of the search engine, these off-page signals are little more than recommendations and help the search engine to better assess and validate the popularity of a website. So it is no surprise to SEO today that backlinks and thus also off-page optimization are among the strongest weighted ranking factors.
However, it is not the quantity of the incoming backlinks that is decisive, but rather the quality in the form of topic relevance, placement of the links, and also the anchor text used (link text of the link). There are various strategies and measures for the targeted establishment of links to identify relevant links and then to set them up accordingly.
OffPage Optimization: Quantitative Factors
In the past, the motto was: the more backlinks a website has, the higher the link popularity of the page. This is still true today, but it is made more difficult by the fact that search engines are against the targeted manipulation of the search engine by setting up links and thus increasingly aligns the algorithm to external signals through backlinks.
With the Penguin Update, for example, link farms that had no other task than to raise the link popularity of a page were clearly history. Today you should refrain from the following methods if you want to increase link popularity through quantitative links:
+ Link exchange: The exchange of links is quickly recognizable by Google and experience has shown that it quickly has a negative effect on the rankings.
+ Web catalogs: Directories that only serve the purpose of linking have no added value for the user. For this reason, too, the search engine tends to devalue links from these sources.
+ Buying links: It’s a simple way, but also a dangerous one – buying a link is also recognizable for the search engine and in many cases can have more negative than positive effects.
OffPage Optimization: Qualitative Factors
Search engines like Google and Bing put more and more on quality and user experience ( User Experience ) with the search engine results. For this reason, search engine optimization and especially the backlink structure should also take qualitative factors into account. The aim should be to only build links that also take qualitative factors into account. The following qualitative factors are relevant in OffPage optimization :
+ Topic relevance: Do not set up links on websites, blogs or online magazines that are not related to the topic of your own site. Here it quickly looks like unnatural and manipulative link building.
+ Anchor Text: The anchor text (also called link text) should not contain any money keywords. Links like “Buy cheap blankets now” also work more like unnatural links for the search engine algorithm.
+ “Nofollow attribute”: The nofollow attribute signals to the search engine bot that it should not follow this outgoing link and thus nofollow links are less valuable than “dofollow” links. However, there should also be nofollow links in the link mix, as is the case with natural link profiles.
OffPage Optimization: The backlink establishment and removal
With the increasing intelligence of search engine algorithms, link management becomes an increasingly difficult and, above all, more complex discipline. An unnatural link growth quickly leads to ranking losses and one should be very sensitive with the off-page optimization so that no ranking losses occur.
Ideally, content marketing is used to create helpful content that is voluntarily linked by topic-relevant pages from the industry and that helps to build a natural link profile over the long term.
Classic press work can also help in the area of OffPage SEO optimization: Basically, every mention and every backlink increases the reputation and popularity of a website if it is implemented in a skillful way.
Conclusion on OffPage SEO optimization
Hot and greasy if done wrong. A GameChanger with the right strategy and indispensable in search engine optimization. Without OffPage SEO, even a well-optimized OnPage SEO website will have a hard time getting into the top rankings. The interplay between OnPage and OffPage SEO is decisive.
The experience that is brought to light is decisive when building and breaking links. A website with the Google Disavow Tool that is not harmful is quickly devalued or broken links have been set up.
Do not risk erroneously devaluing your links, let yourself be supported by experienced SEOs. Rely on expert knowledge in the area of off-page optimization and feel free to Contact Me. I’ll be happy to help you!