More SEO performance with off-page optimization
Off-page optimization of a website is one of the two mainstays of search engine optimization. In addition to on-page optimization, off-page optimization is one of the key 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 for target-oriented off-page optimization and the measures to be taken. Here we go!
Off-Page Optimization: It depends on external signals
In the broadest sense, off-page optimization deals with so-called external factors. On the one hand, there are direct links from third-party sites (so-called backlinks), but there are 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 search engine’s point of view, these off-page signals are not much more than recommendations and help the search engine better assess and validate the popularity of a website. It is therefore no surprise to SEOs today that backlinks, and thus also off-page optimization, are among the most heavily weighted ranking factors.
However, it is not the quantity of 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 different strategies and measures to identify relevant links and then set them up accordingly for the targeted development of links.
Off-Page Optimization: Quantitative Factors
The motto used to be: the more backlinks a website has, the higher the link popularity of the site. This is still true today, but it is made more difficult by the fact that search engines are against targeted manipulation of the search engine by building links and thus increasingly aligning the algorithm with external signals through backlinks.
With the Penguin Update, for example, link farms, which had no other task than increasing 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 is an easy way, but also a dangerous one. Buying links is also recognizable for the search engine and, in many cases, can have more negative than positive effects.
Off-Page Optimization: Qualitative Factors
Search engines such as Google and Bing are increasingly focusing on quality and, thus, the user experience with the search engine results. For this reason, search engine optimization and especially backlink building should also take into account qualitative factors. The goal should be to build only those links that also take qualitative factors into account. The following qualitative factors are relevant in off-page optimization:
+ Topic relevance : Do not build links on websites, blogs, or online magazines that are not related to 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 look more like unnatural links to the search engine algorithm.
+ “nofollow attribute”: The nofollow attribute signals the search engine bot not to follow this outgoing link, and thus nofollow links are worth less than “dofollow” links. However, nofollow links should also appear in the link mix, as is the case with natural link profiles.
Off-page optimization: backlink building & dismantling
With the increasing intelligence of search engine algorithms, link management is becoming an increasingly difficult and, above all, more complex discipline. Unnatural link growth quickly leads to ranking losses, and you should proceed very sensitively with off-page optimization so that no ranking losses occur.
Ideally, content marketing is used to create helpful content that is voluntarily linked by relevant industry sites and helps to build a natural link profile in the long term.
Classic press work can also help in the area of off-page SEO optimization. Basically, every mention and every backlink increase the reputation and popularity of a website if they are implemented in a clever way.
Conclusion on Off-Page SEO Optimization
Hot and greasy if done wrong. A game changer with the right strategy and indispensable in search engine optimization. Without off-page SEO, even a well-optimized on-page SEO website will have a hard time getting into the top rankings. The interaction between on-page and off-page SEO is crucial.
When it comes to link building and dismantling, the experience that is brought to light is crucial. A website that is not harmful is quickly devalued with the Google Disavow Tool, or defective links have been set up.
Don’t risk an erroneous devaluation of your links, let experienced SEOs support you. Rely on expert knowledge in the area of off-page optimization, and feel free to contact our SEO experts. We will be happy to help you!