Off-page optimisation includes basically all aspects of improving your Google rankings which are carried out away from the actual website.
Initially, these were very much orientated as backlinkS. However, as Google’s algorithm became more complex they began to include other search signals like social media for example. More recent signals added to Google’s algorithm that can affect how a website is perceived and ranked women’s index include Google reviews or trust pilot reviews.
Backlink’s within SWO have received bad press.
In the last five years, a number of SEO’s were heard to say that backlinks were not important. As Google’s algorithm is based on backlinks and how websites interact and interlink with each other’s this always seemed unlikely.
These SCO’s I feel have changed their tune. More and more companies are looking for ways to develop trust within digital marketing which outside of video is a very silent medium. The power of reviews is one aspect of the Internet that has really taken off in the last 10 years. So it is no surprise that it’s become an important off-page signal.
Where to start?
as with all parts of SEO, it is all about comparison. One is assuming that if you are reading this webpage your companies website is not ranked number one for all of its keywords. This is often the case.
So the first thing to do is to compare all of the off-page metrics of your competitors. Competitors in this case are defined as anyone who ranks on the first page of Google for your core keywords.