Off page SEO

What is off page SEO?

“Off page SEO” is the search engine optimisation activity you do away from your website to help your business rank well in organic search results.  Off page optimisation is an effective SEO technique to tell Google that people trust and value your business or website.

Off page SEO factors include link building, brand reputation management, social signals and reviews. It is essentially “self-promotion” of your company, brand or website. Most businesses engage in offsite SEO as part of their overall marketing activity, but just don’t know that it’s also an SEO tactic. 

While on page optimisation is often prioritised, don’t underestimate the power of off page SEO. You might struggle to significantly improve your search rankings if you don’t use both these strategies. 

What’s the difference between off page and on page SEO?

On page SEO is the optimisation of the pages on your website to help you rank well. Off page SEO refers to ranking factors outside your website, such as backlinks and reviews. Both strategies require a site to have good quality content. 

There are three main differences between off page and on page SEO. 

  1. Optimisation vs. promotion 
    On page SEO is how you optimise your website, while off page SEO is how you promote your site or company. This promotion should then get people to visit your website. 
  1. Control 
    On page is what you can change on your site, within your control. Off page is often out of your control so can be more difficult to manage and improve. 
  1. Time 
    With on page SEO, you can make quick changes to your site and see the results within hours, days or weeks. Off site SEO can be more time-consuming and it can take months to see results. 

Which technique is better? 

Neither. On page and off page SEO should work together to increase your organic ranking. Doing one without the other will stop you from reaching your full potential in organic search. 

There’s only so much content optimisation you can do, until you find yourself asking, “why am I stuck ranking behind this competitor?” The likelihood is, it’s because they’ve also been promoting their content and building a great reputation.

Although off page SEO is generally more effort, investing in it will reward your site in the long-term.

Why is off page SEO important in 2020? 

Google uses off page SEO factors when deciding whether to rank a particular page or site. How authoritative and valuable a site is to real users is strong ranking factor in the algorithm. 

This is measured by the number, quality and relevance of inbound links pointing to website. Positive brand mentions are also becoming more important. This is because algorithms have evolved to understand the relationship between entities online. 

For example, Google will understand “upUgo” and “great” as separate entities. If Google sees both these entities together often, it will start to understand the relationship between the entities. The algorithm will learn to connect them together as “upUgo is great”. And because this is positive sentiment, it will eventually help upUgo’s rankings. 

This concept would also work the other way round. So, if a company is often mentioned negatively online, it could harm SEO. 

Entities and SEO are making it even more important for businesses to manage their online reputation. In the future, this will become an even bigger focus for off page SEO. 

Tip – Search engines only care about giving users a good experience. The more “votes of confidence” you can get to convince them to send people to your site, the better.

How to do off page SEO 

Offsite optimisation is generally about getting backlinks, reputation building and social signals. 

It should form part of an integrated marketing strategy, aligned with brand, PR and social media. 

The PR activity should include getting backlinks as a goal. SEOs should then complement this with targeting link building. 

Learn about backlinks, how to build them and what you need to consider.  

[More on backlinks


Find out how and why online reputation, brand mentions and reviews can impact your SEO performance. 

[More on reputation]

Social signals 

Learn how social shares and engagement can boost your SEO efforts. 

[More on social signals]