Off-site SEO is the act of optimizing your brand’s online and offline footprint through the use of content, relationships, and links to create optimal experiences for prospects and search engine gurus. It can lead to gradual increases in search rankings, traffic to your site, and conversions.
Sounds fairly straightforward, right?
Well, for the mom seated in front of me while our kids played laser-tag – I might as well have just told her the earth was flat (no hard feelings to the flat-earthers out there!).
Her reading glasses may have practically slid off her nose as her head tilted down, as to see if I was somehow pulling her leg. “You mean there’s all this stuff an SEO does on my site and there is also stuff that me, my team and I and the SEO should be doing off our site?” BOOM. There you have it, ladies and gents!
Not caring about off-site SEO is like having a beautiful home with a lovely backyard, but none of your friends want to visit because they’ve heard you don’t pick up after your dogs, and no one they talk to can confirm or deny it.
(But really, make sure to pick up after your dogs, no one cares for a stinky backyard)
Optimizing Off-Site Content
Optimizing the content living outside of your website is not always an easy beast to tame. You don’t always have full control, or you may have limited opportunity, such as with the character count on social media. However, where you can, you should ALWAYS think ahead about the audience who will potentially be engaging with your content and which keywords would appeal most to them.
You can use much of your existing keyword research for your digital marketing strategy and apply it as suited to off-site content. You may also want to do some additional keyword research specifically for each channel, such as determining popular hashtags in to include in your Instagram posts.
Social Media Schemin’
You should aim to have a consistent and responsive social media presence. People are likely to visit social media with an unmet need, learn more, ask questions, and interact with their friends, family members, businesses and acquaintances.
So you see where we’re going here, right?
Social media MUST be an invaluable component of your off-site SEO strategy. It’s much easier than most companies think, too.
Be present: if you have social media accounts, make sure someone on your team can provide timely responses to comments or direct messages.
Be human: people want to experience YOU and genuine interaction. Don’t provide robotic responses or constant promotion.
Be proactive: you want your company or brand to be seen as an online community. And your online community should be served with proactive integrity!
Unresponsiveness on social media can be a negative detriment to far more than SEO. So, keep up the good social media fight!
Don’t Ignore Off-Site SEO
In the SEO world, we don’t need to be convinced of the value of off-site SEO. We know that before people seek out a web developer to hire, they have formed an opinion based on reviews, comments from friends, family or online acquaintances, and WHATEVER else one can glean from online or offline platforms.
Therefore, we’d be ill informed to not make off-site SEO a priority, given its importance.
Think of it like this:
The goal of off-site SEO is to accumulate positive signals and interactions, with the hope of those factors being a net positive.
You just gotta’ do it, my friends!
If you need any assistance with your Internet Marketing, Off-Site SEO, or Web Consulting – don’t hesitate to reach out, we’re here for you!