Written by: Mar Reguant
Surely you have heard more than once about SEO, its importance to improve your position in Google’s SERPs and so on. Most likely you have even read about some tips to rank with the use of keywords. What you may not know is that there is an SEO On Page (all those practices that we follow within our website to position our pages) and an SEO Off Page. Today we are going to explain the latter, which it’s a topic we usually forget about and it’s -in fact- important.
SEO Off Page combines all those elements that are external to the page but also help us in our organic positioning. Let's say it's a step further on the SEO stairway, a more in-depth work to compete for more difficult results.
One of the most important factors of SEO Off Page is the sites that mention you, those that refer your articles. That is to say, those links of your website included in external pages.
What type of SEO is more important? Let's say you cannot live without the other. Every day the Internet is filled with thousands of new content so, of course, it is increasingly difficult to fight for those first positions. Competition increases in all sectors and only work SEO On Page does not already ensure that first page. The SEO Off Page gives you authority and gives you a breakthrough against the competition to get among the first organic results.
The links are becoming increasingly important for Google. And not only external links, but also the internal linking will also be increasingly taken into account by the search engine. And this part only depends on you! So, on of the best things you should do for your company’s website is starting today to link your own pages with each other (always following common sense, overloading internal links can also penalize you). Use the internal links in a natural way.
And if there is something that has more importance than internal linking are, of course, the backlinks, those external links that refer us. If other pages of our same sector or similar are referencing our articles, Google will understand that our content is of great quality.
Of course, it is not the same as being mentioned on websites with no relevant content, than being mentioned on well-known websites such as large news sites. The more authority the website that mentions you has according to Google’s scales, the more authority your website will win with that external link.
Yes, in addition to internal links and external links, within this second group we can distinguish between organic or artificial.
No all backlinks are beneficial to our website but, of course, those with a natural (organic) origin are. That is, if some other website have included in any of your web pages link because they have found it’s appropriate, this will have much more value to Google. You can get this type of organic links by offering high quality content and becoming a reference of your sector. But also checking every now and then that you backlinks don’t come from websites related to your content.
And since it not always easy to get as much links as would like, we have what is known as Link Building. Link Building is a technique for getting external links that will 'force' them to be referenced.
It is one of the most time consuming parts of Search Engine Optimization. And sometimes the results are not appreciated and even if we do a bad Link Building Google can penalize us. So what is the right way to work the Link Building and see positive results in our effort?
The bottom line is that your external links should be mentioned meaningfully. There is no room for a link from your post about 'the best coves in Mallorca' on a website about selling ski equipment. That is, your links should look as natural as possible and users should want to click on them within the reading itself, as a plus of information, because they really have to do with the subject of the web containing your link.
Other tips to follow in the work of Link Building is to have diversity of domains, that is, that our links are not all included in the same website. It is more effective to have a link in three different domains than three links in the same web. Diversify your landmarks!
Finally, keep in mind that including your links in social media publications will also help you gain visibility and relevance. Go for it!