On-page SEO is (or should be) the first step in drawing people to your website. But what about off-page SEO? For most people, this term is synonymous with link building. However, off-page SEO goes much deeper than that—it’s all about improving your site’s reputation through links, content and relationships. Utilizing off-page SEO will eventually lead to an increase in brand mentions, links, traffic and conversions. So let’s dive into some of the best strategies for building up your off-page SEO.

Know and interact with your audience.

You’ve heard it time and time again—know your target market. When it comes to building your internet reputation, understanding your audience is crucial. Where do they spend their time? Who are their biggest influencers? Once you answer these questions, it’s time to become part of the conversation.

Contribute to forums and discussions, be responsive on social media, build relationships with online influencers. But be careful, you should always be adding value. Don’t use social media or online forums as just a tool for linking to your website. Be an active and engaging contributor.

Consider guest blogging.

Guest blogging has gotten a bad rap in recent years. The misconception that “off-page SEO is just link building” led to a flood of spammy guest blogs around the internet. But done correctly, guest blogging can be a powerful tool for off-page SEO.

So how do you guest blog correctly?

First, don’t look at guest blogging as an easy way to gain links. Look at it as a mutually beneficial relationship. Your goal as a guest blogger should be to build brand authority and be seen as an industry expert (while increasing brand mentions and yes, links too). In turn, your contributions should add a fresh perspective to the blog, and its readers should gain valuable knowledge.

Create link-worthy content and build online relationships.

In the SEO world, quality matters. Links to your site need to be from reputable sources (and trust me, Google can tell). Because of this, it’s more important than ever to create compelling content to which people wantto share and link. Get to know relevant bloggers and influencers, and build actual relationships with them. Become an expert in your industry, and share that expertise with others. In short, earn your links!

Still wondering how to draw links to your site? Check out Hubspot’s link-building best practices.

Sure, but is my hard work paying off?

As we all know, building a good reputation doesn’t happen overnight and neither does site optimization. To get a clearer picture of the status of your off-page SEO efforts, you can use tools like Moz’s Open Site Explorer to measure inbound links, anchor text and top pages. Overall, just remember—SEO is a marathon, not a sprint.

Think you need help optimizing your site or measuring your SEO effectiveness? Contact us!