External links and offpage SEO

Autor: Vladimir Milivojevic

Datum: 27.04.2022

Off-page optimization deals with all external factors of a website. As a rule, this refers to backlinks, also known as external links or simply links.


Onpage-SEO vs. Offpage-SEO

Everything done on the website that can improve its ranking is called onpage SEO. content, headings, title links, meta descriptions, internal linking, choice of images, etc. A good URL structure helps with both crawling and page analysis, which also falls under the umbrella of on-page SEO.

Offpage SEO on the other hand, refers to all the measures that we can take outside of the website. This includes a good content strategy, content marketing, directory listings, linkable assets, etc. The goal is to improve your website’s position in the SERPs and attract as many visitors as possible. The most important off-page ranking factor are the inbound links.

Although seemingly separate, onpage and offpage seo really go hand in hand. A great content strategy will help your pages rank for relevant keywords. But something that every SEO expert will tell you is that no matter how good the content, you still need links for it to rank. It is highly recommended to integrate onpage-offpage-optimization into a successful content strategy, to have high-quality content and linkable assets created.

There are chances that your article might rank well on its own, and earn some organic links. If you want to promote it and introduce it to some journalists, your content really needs to have unique value. And in most cases, you need links for that page to rank well. Your articles should support you with strong links and likely your entire site will rank higher for many of the keywords found in that content.

Please remember that just one optimization is not enough if we want to consider onpage offpage SEO. Start by building your content and having your on-page affairs in order. Then, follow up with links to give your content pages a needed push in the rankings. This involves having a content marketing strategy, and we will talk more about that later.


Local SEO and GoogleMyBusiness

While general offpage SEO targets the entire search engine, local SEO aims for your brand to appear in all local searches relevant to your region or city. Some services are very location dependent, and that is why you advertise for your local off page seo slightly different. The anchor text can often include words like your town name. So, if you are a flower shop located in the Bronx borough of New York, don’t invest large amounts of money to rank for a generic keyword like “flower shop”. It is better to market yourself as a “flower shop in the Bronx”. It makes much more sense as this is a business that is very location based.

What you should definitely do is create a GoogleMyBusiness account. Set up your profile to list as a local business. They will then appear when users search for services like yours in your area on Google Maps. You can add your brand name, address, phone number, photos, working hours and also allow ratings. This can help you tremendously to take your local SEO to another level. If you’re a small business that doesn’t have time to also focus on offpage SEO and local search engine optimization, consider hiring a local SEO specialist.


Content Marketing

The first thing you need to decide is what will be the purpose of your content. Do you want to educate, entertain, or use it to promote your services? Depending on your answer, plan a detailed content marketing strategy for your company. You should also know what exactly you want to achieve and what content with relevant links can give you the boost you need. Good content planning also depends on the time of year, and these time-sensitive events require good content preparation. e.g. Black Friday or the holiday season require specific content for your e-commerce business.

You need to know your audience, and what content types you want to create for them. Don’t approach this randomly and expect big results. A status quo on your site can show you where you currently stand and what goals you should be pursuing for your off-page content marketing. The clear KPIs are important so that you can track the results before you start marketing for your sites and investing in advertising. If you are not up to creating engaging or insightful content for your users, hire a content marketing specilaist. Someone who is specifically focused on this side of offpage SEO will surely be able to help any business out there.


Guest Posting

There are some misconceptions when it comes to guest posting. People often say that it does not work, and it’s a thing of the past. It is true to some extent, because Google really values EAT (expertise, authoritativeness, trust) , which guest posts don’t always have. Writing guest posts on various blogs or media, used to be a prevalent offpage SEO strategy some years back, but Google algorithm updates pretty much killed that.

If something is marked as a guest post, and you don’t have a writer’s name underneath the article, you can’t expect the links from that content to have any value. Also, most websites that accept guest posts are blogs, and user generated content is not valued and will have a hard time ranking, compared to expert reviews. Google even said that in terms of offpage SEO value, UGC passes no link juice.

So are there any benefits to guest posting? There still are, but it differs whether you are a webmaster or a guest writer. If you are a website owner, you would want your content provider to be an expert in their field. If you can get someone who would bring EAT to your website, then that article will bring value. If you are a writer, you can use guest posts to write on various websites relevant to your niche, so Google will see you as an expert in that niche. Being featured on many websites that are sources of trust for your field will build up your name and signal Google that your knowledge and insights on specific topics should be valued.



Think about what type of business you are running, and what would be the best way to approach it’s offpage SEO strategy. Consider what you lack the most, and what would be the first thing that needs fixing. If you want to earn organic links, you need a great content strategy. If you are not ranking for important keywords, then your pages probably need some juice links and a content optimization. If however, you don’t feel like you are reaching a large enough audience, turn to social media and influencers. Just make sure not to throw money at everything and expect for it to work. Pick your campaigns or outsourcing agencies carefully.