Off-page SEO (also called “off-site SEO”) refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs). The main goal of off-page SEO is to build relationships and link signals that point back to your site, telling Google that others vouch for you.

When it comes to off-page SEO, the main aim is to get other websites to link back to yours. Links are like votes, and the more votes you have, the higher your site will rank in Google search results pages (SERPs). Of course, not all links are created equal. A link from an authoritative website will carry more weight than a link from a spammy website.

There are many ways to build links, and some of the most effective methods include guest blogging, directory listings, social bookmarking, forum signatures, and press releases.

How does off-page SEO impact your SEO efforts?

Source: Wordstream

Off-page SEO is a vital part of any SEO strategy and it is crucial in order to help your content build credibility and authority, both of these being important ranking factors for your content to rank highly on Google. Credible research has detailed the connection between total backlinks and Google rankings. For example, Google’s Quality rater guidelines relies on a site’s off-site reputation to establish credibility for the site.

If Google rates you highly in credibility because of your backlinks, then your site and your content gets to enjoy numerous benefits including higher website traffic, engagement, views, and even sales.

Off-page SEO fundamentals:


Backlinks or link building is a vital off-page SEO resource. It is important here to focus on quality rather than quantity when it comes to backlinks. In order for your website to rank highly, you need other credible websites linking back to your site. This tells Google that your site is trustworthy and relevant. You can increase your chances of getting high-quality backlinks by creating great content that other people will want to link to.

Here are a few primary factors that you need to consider:


The authority of the website that is linking to you matters. A link from an authoritative website will be more valuable than a link from a non-authoritative website. You can find the authority of any website using SEMrush’s Authority Score metric. The score is based on the following SEMrush data:

  • The domain’s quantity and quality (authority) of backlinks.
  • Quantity of referring domains and quantity of referring IPs.
  • Follow vs. nofollow links.
  • Organic search traffic (from our Organic Positions report).
  • The number of users (from our Traffic Analytics report)

Unique domains

The unique domains metric in the authority score report shows you how many websites link to your website. This points to the number of linking root domains that point to your site, even above the number of backlinks. Domain diversity is a key feature here.

The domain authority metric in the authority score report looks at the overall authority of the linking domain. This is important because a link from a high-authority domain will carry more weight than a link from a low-authority domain.

Topical relevance

The topical relevance metric in the authority score report looks at the topics of websites that link to your website. This is important because if you want to rank for a certain keyword, it helps to have websites linking to yours that are also talking about that same topic.

Link quality

The link quality metric in the authority score report looks at two factors: the PageRank of the linking page and the linking root domain, and the number of outbound links on the linking page.

Link velocity

The link velocity metric in the authority score report looks at how quickly links are pointing to your website. This is important because Google wants to see a steady flow of links pointing to your website over time, rather than a large influx of links all at once, which could be a sign of link schemes or manipulation.

Anchor text

The anchor text metric in the authority score report looks at the keywords that are being used in links pointing to your website. This is important because if you want to rank for a certain keyword, it helps to have that keyword included in the anchor text of links pointing to your website.

Guest Posting:

The guest posting metric looks at how often your website is mentioned on other websites, without a link back to your website. This is important because Google wants to see that your website is being talked about by others, even if they’re not linking to you. How it works is that if you’re mentioned on a website that Google trusts, your website’s authority is increased.

The best way to facilitate guest blogging is to reach out to other bloggers and website owners in your industry and offer to write a guest post for them. In return, you can ask for a link back to your website.

Some of the express benefits are:

  • Increased traffic
  • Improved SERP Rankings
  • Builds relationships

When conducting off-page SEO, it’s important to focus on quality over quantity. This means that you should focus on getting links from high-quality websites rather than trying to get as many links as possible. For more info into guest blogging tactics, click here

Brand signals:

Brand signals are what tells Google that your website is a credible and trustworthy source of information. There are many different types of brand signals, but some of the most common include:

  • Mentions: Any time your website is mentioned online, it’s considered a brand signal. This could be in the form of a blog post, press release, social media post, or even just a simple mention on another website.
  • Links: Links are perhaps the most important type of brand signal. Google looks at links as a way to determine the popularity and authority of a website. The more links you have pointing to your website, the better.
  • Social media: Social media is another great way to build brand signals. Whenever someone mentions or links to your website on social media, it’s considered a brand signal.
  • Reviews: Reviews are another important type of brand signal. Google uses reviews to help determine the quality of your website. The more positive reviews you have, the better.

Here are few things to keep in mind here:

  • Audit your brand searches: The first step is to audit your brand searches. This will help you see what people are saying about your brand, and where you need to improve. You can see this info in the Google Search Console Performance Report
  • Monitor your brand mentions: The second step is to monitor your brand mentions. This will help you see when people are talking about your brand, and how you can improve your online presence. There are various ways you can do this: either use or BuzzSumo’s “Alerts” feature.
  • Invest in YouTube: YouTube marketing is one of the best ways to improve your website’s SEO. The best evidence is that YouTube is now the second largest search engine, after Google.
  • Use research-backed content: This is content that’s backed by data and research. This type of content is more likely to be shared and linked to, which will help improve your SEO.

Content Marketing:

Source: Asset Digital Communication

This is a broad term that covers many different aspects of creating and promoting content. In general, it’s about creating high-quality, valuable content that will help your audience. This could be in the form of blog posts, infographics, ebooks, etc.

Content marketing’s efforts in off-page SEO can best be detailed in the following points:

  • Creating shareable content: This is content that’s designed to be shared on social media and other websites. The goal here is to get your content seen by as many people as possible.
  • Getting natural links: This is when other websites link to your content because they think it’s valuable and relevant. This is a key ranking factor for Google, and it’s something that you should focus on.
  • Building relationships: This is about networking with other people in your industry and getting your name out there. The goal here is to build relationships and get people talking about you and your business.
  • Creating brand awareness: This is about making sure that people know who you are and what you do. The goal here is to get your name out there and build brand recognition.
  • Improving search engine visibility: This is about making sure that your website appears in the search engines for relevant keywords. The goal here is to get more traffic from the search engines.

Local SEO

  • Optimize your Google My Business listing: Your GMB listing is one of the most important parts of your local SEO strategy. Make sure that you fill out all of the fields and include relevant information about your business.
  • Get listed in local directories: There are a number of online and offline directories that you can list your business in. This can help to improve your visibility and get more leads.
  • Optimize your website for local keywords: Make sure that you include local keywords on your website and in your content. This will help the search engines to understand what your website is about and how it should be ranked.
  • Build links from local websites: One of the best ways to improve your local SEO is to build links from other local websites. This will help to improve your search engine rankings and get more traffic.
  • Make sure your website is mobile friendly: With more and more people using their smartphones to search the internet, it’s important that your website is mobile friendly. If it’s not, you could be losing out on a lot of traffic and potential customers.


Public relations can be a great way to improve your off-page SEO. If you can get your website mentioned in some high-quality articles or news stories, it will help to improve your search engine rankings. One of the easiest ways you can accomplish this is by reaching out to some of the top bloggers in your industry and offering them guest posting opportunities. The express benefits include:

  • Increased traffic
  • Improved search engine rankings
  • Increased brand awareness and exposure
  • Improved relationships with industry influencers.

Social Media and Forums:

Social media and forums can be a great way to improve your off-page SEO. If you can get people talking about your website on social media sites or in online forums, it will help to improve your search engine rankings. One of the best ways to accomplish this is by offering something of value on your website that people will want to share with their friends and followers. This could be a contest, an exclusive offer, or some other type of incentive.

Another great way to use social media and forums for off-page SEO is to participate in online conversations related to your industry. If you can become a known expert in your field, it will go a long way towards helping you rank higher in the search engines. Of course, you need to make sure that your participation is valuable and not just spam.

Improve EAT:

Google largely measures E-A-T-based signals that happen off your website. It is a lot more than just adding a bunch of author bios to your site. So what determines a site’s EAT?

  • Brand mentions on Authority Websites: Google loves when your site is being talked about on high-authority websites. It’s a solid signal that adds to your brand’s credibility.
  • Backlinks from Authority Websites: Links are still an important ranking factor, and backlinks from authority sites can help you rank higher.
  • Links from trusted “seed sites”: These are sites that Google trusts and considers to be high quality. Getting links from these sites can help increase your own site’s trustworthiness.


Source: Search Engine Journal

Podcasts present an interesting way to add to your site’s EAT. If you can be featured on a popular podcast, it could help improve your EAT score. Overall, it allows you to show off your expert knowledge in a fun and engaging way, which can help build trust with Google. Some of the express benefits include:

  • Increased brand awareness
  • Improved website traffic
  • Greater engagement with your target audience
  • The express ability to consistently build trust and credibility

To learn more about how to be featured on a podcast, check out this guide.

Reviews & Testimonials

Including reviews and testimonials on your site is a great way to show off the EAT of your company. When it comes to off-page SEO, getting high-quality reviews and testimonials can be a challenge. However, there are a few avenues you can take to get these:

  • Ask your current customers for a review or testimonial. You can do this via email, social media, or in person.
  • If you’re just starting out, ask friends and family for a review or testimonial.
  • Attend industry events and network with people in your field. Ask them for a review or testimonial after you’ve had a chance to chat with them.

When it comes to getting reviews, it’s important to make the process as easy as possible for the reviewer. This means having a link to your review page handy, or providing a form that can be easily filled out. You should also follow up with reviewers after they’ve submitted their review to thank them for their time. This not only shows that you appreciate their feedback, but it also helps build a relationship with them.

In addition to product and service reviews, you can also ask customers to leave reviews on your Google My Business page. GMB reviews are a great way to improve your SEO, since they’re one of the first things people see when they search for your business on Google.

To get started

  • Simply log into your GMB account and click on the “Reviews” tab.
  • From there, you can click on the “Write a review” button to leave your own review
  • Or you can click on the “Reply” button to respond to a customer’s review.

When writing a GMB review, be sure to include keywords that people might use when searching for your business, such as “great service” or “friendly staff.” These keywords will help your review show up in search results, which can attract even more customers to your business.

Advanced off-page SEO techniques and tips:

Roundup Posts

A roundup post is a blog post that includes a list of tips or advice from multiple experts on a given topic. For example, you could create a roundup post on “SEO Tips for Beginners” and include tips from multiple SEO experts.

To get the most benefit from your roundup post, be sure to promote it to your audience and reach out to the experts you featured to let them know about it. You can also submit your roundup post to relevant online directories.

Partner with bigger brands

One way to get more backlinks is to partner with bigger brands in your industry. For example, if you’re a small SEO agency, you could partner with a bigger web design agency and offer your services to their clients.

This not only gives you the opportunity to get more backlinks from their website, but it also helps increase your visibility and reach.

Submit your site to relevant directories

There are many online directories that can help increase your website’s visibility and backlink profile. Some of the most popular include Yelp, Foursquare, and Angie’s List.

To find more directories, simply do a Google search for “[industry] directory” or “[location] directory.”

For example, if you’re a plumber in Los Angeles, you could search for “plumbing directories LA” or “Los Angeles plumbing directories.”

Create visuals that other blogs can use

If you’re a visual person, creating infographics, images, or other visuals can be a great way to get more backlinks. When you create something that’s shareable and visually appealing, other bloggers and website owners are more likely to link to it in their own content.

To make your visuals more shareable, be sure to:

  • Use descriptive and keyword-rich titles
  • Include a call to action
  • Provide embed code so others can easily add your visual to their site


Off-page SEO is a huge and ever-growing topic. By following the tips in this guide, you can start to see results from your off-page SEO efforts. Keep in mind that off-page SEO takes time and effort, but it’s worth it if you want to see your site rank higher in search engine results pages.

If you need further information, we are always here to help.

At Pixel Street, we are a SEO agency with years of experience in the field. We can help you create a custom off-page SEO strategy that will help you achieve your desired results. Contact us today to learn more.

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Khurshid Alam

Khurshid Alam is the founder of Pixel Street, a web design company. He aspires to solve business problems by communicating effectively digitally. In his leisure, he reads, writes, and occasionally plays a game of table tennis.