Off-page SEO is search engine optimization efforts from outside the website.
Optimizing from within a website, or on-page SEO alone is often not enough to get high rankings in search results. Especially for new websites that do not have an audience, unless the keyword competition is quite low.
Why are backlinks so important?
To understand the importance of off-page SEO, I will explain a little about the relationship between search engines and links.
Search engines like Google have a bot whose job is to do crawling on the internet. Google's crawler is called Googlebot
Googlebot moves from website to website through the links listed on every page of the website. From data collected by Googlebot, indexes and website ranking are compiled.
Because Googlebot uses links as its navigation, websites that have external links will get high priority. The more and the higher the quality of the link, the better the website ranking.
This is why links from other websites ( backlinks ) play an important role in SEO.
Incorrect link building strategy
There are people who want to increase their website ranking but are too lazy to create quality content and do marketing, instead they only rely on link building.
Link building is supporting website content, without having good content, you should not do link building. Because besides useless, the result can be a punishment from Google.
A good link building process is always related to marketing and content marketing. Not through spamming and the use of bots or automation software.
There are several forms of backlinks that are not liked by search engines because they are often abused.
Here are some of them:
- Exchange links. A very popular way to date, exchanging links directly does not provide positive benefits anymore.
- Buy links & use backlink services. Buying links is indeed possible to increase ranking quickly but usually will not last long because you will be subject to punishment from Google.
- Comment on blogs & forums. The links that you get from comments on blogs do not provide great benefits, neither does the forum. But both of them often become places of spam.
- Auto-approve link. All forms of links that are not through moderation from the website owner. This means that the link appears immediately when you enter your website address.
- Using bot software. There are several software / tools that can be used to get links automatically, but the links you get are of low quality and can actually damage the website
- Private Blog Network. This means a collection of blogs owned by 1 person that only functions as a backlink field to their main website. Google is actively punishing blog networks like this.
- Spam. In any form, spamming techniques will not provide positive benefits for you.
The links obtained by the above methods are usually of low quality. The maximum result you can get is a high ranking in the short term, then is penalized by Google.
Because it's better to avoid techniques like this.
As with on-page SEO, quality is very influential. Even off-page SEO is more sensitive to quality.
It means like this.
Even if you have a good website and content, if you do off-page optimization that violates the techniques above, you will not avoid punishment.
Because of the importance of link building, further guidance on getting quality links will be discussed in the next chapter.
The relationship between content and backlinks
Content = on-page, backlink = off-page. Is there a relationship between content and backlinks?
Very much there. The following quote from Bing.
If the value that you have worked so hard to instill in your site is evident to them, they will assist their own customers by linking back to your site. That, my friend, is the essence of link building.
Social media and off-page SEO
The effect of social media on SEO is an endless debate.
Some people say it's influential, some say it is only Google+ that has an effect, the rest say it has absolutely no effect.
So is it really that important social media marketing?
Although it has nothing to do with SEO. Social media is one of the best ways to introduce your website to many people.
As discussed earlier, besides having quality content you also have to show this content to others. Therefore social media is the right place for this.
When other people see your content, and are interested, they may come back recommending you to others by sharing, liking, and so on.
This is why you need to be active on social media to market your website.
Off-page SEO ranking factor
Off-page SEO is a website popularity game. In determining the popularity of a website, Google uses various factors.
We already know that backlinks are the main factor in off-page SEO. But not just any backlink gives a positive impact.
The following are determinants of ranking from outside the website.
1. Quality backlinks
Quality backlinks provide a far stronger influence than those that are not quality. But what determines the quality of backlinks?
- Reputasi website
- Website activity
- Topic similarity
- Placement of backlinks on the website
- Dofollow & nofollow
- Language similarity
- Age of backlinks
Regarding placement, backlinks that have the best quality are placed in the text. The term is contextual link.
This is because Google reads the contents of the text that surrounds the link and decides in what context the link is placed. As a result, your website will get points for these keywords.
2. Anchor text in backlinks
Anchor text used in links is read by search engines as keywords. Your website gets extra points in the text that are used as anchors.
However, the use of the same anchor repeatedly will not have a positive impact again.
You need to know if on one page there are 2 links to your website and both have different anchors, then Google uses the first anchor.
3. Number of backlinks
The more backlinks you get, the better.
But not only that.
Quantity must be in line with quality. If you only get backlinks from websites that don't have reputation, this doesn't count as a positive factor.
4. Diversity of backlinks
There are several types of backlinks, one of which is mentioned earlier, namely contextual links. In addition there are more such as blog comments, profiles, bio, widgets, advertorial, directory, etc.
Too much use of one type of backlink will not provide optimal effects.
Logically, if we get a backlink naturally, the type of backlink will vary. This is why search engines use diversity as a factor.
5. Social reputation
Google can understand the sentiments in each comment. This means that every time your website appears then negative comments appear from others, will have a bad impact.
And vice versa with positive sentiment that has a positive impact.
6. Social activity
Websites that are active in social websites such as social media and social networking are popular.
One of the social activities of a website can be seen by measuring the number of shares to social networks. But remember again with positive and negative sentiments.
7. User personal factors
Since Google applies personalized search, search results in the same keywords can be different for each Google account.
This is influenced by several factors such as:
- Never-ever users visit a website
- The level of user satisfaction with a website
- Country and language
- Has a website ever been shared by a friend