When it comes to SEO, there are two aspects – on-page and off-page. On-page SEO is, for example, keywords, which you can read more about here. To simplify, on-page SEO are things you can do on your page, like changing the content, adding headlines and sub-headings, adding pictures and making the user journey easier.
Off-page SEO is the opposite, it is the things you do outside your website to improve it’s ranking and search engine results. With off-page SEO you boost your website’s authority, relevance and trustworthiness and this is done with links from other sources to your site. This could be links from big organizations, personal blogs and popular websites many people visit. Links are a valuable way to get more traffic since they give your website credibility.
The importance of off-page SEO
Websites that want to rank high on Google are in a never-ending race against Google’s algorithm. And since both search algorithms and ranking factors are always changing, people in the SEO business are always kept on their toes. But there are some proven ways to keep a steady course and one of them is to keep building backlinks.
There are a few different types of backlinks but what you should always try to aim for is a high-value backlink. This is a link from a prestigious website that will give your rankings a boost. One high-value backlink is basically equal to a few backlinks from less known and visited sites.
Another thing to look for is link equity or so-called “link juice”, this refers to ranking factors that search engines base on the type of authority and value one page can pass on to another from a link. Link equity usually contributes a lot to SEO and to find links with good equity, you need to find sites that are:
- Popular
- The topic of the site match topics on your site
- The site is “fresh”
- The anchor text used to link to your site is relevant
- The site linking to yours is trustworthy
Type of backlinks
What type of backlink you have directed to your site is also of value. When it comes to backlinks there are three main types worth mentioning. These are earned by different methods, some you get without any action on your side.
Natural links – these are links that people give without you needing to ask for them. For example, a blogger can make a post about something relating to your site and add a link to it.
Links built manually – these are links you acquire through link building. In other words, you find trustworthy sites and you ask the owners of said sites to publish an article or similar, with a link to your site.
Self-created links – these are links that you can create by adding the address to your website in blog comment sections, or other types of forums online or even with an anchor text in press releases. These types of links should be used with caution since search engines do not always interpret them as legit.
What to think about
Let’s say you have found a great website and made a deal with them to write an article with a link to your site, that they will publish. This is a great first step, but there are some things to keep in mind before sending the article over. For example, you want to make sure where in the text you place your anchor text that will link to your website. This is because the position of the link is important. Ideally, you want it to appear early on or by the middle of your article since the attention span of the reader might not always stay with your text until the end.
Speaking of anchor text (the word or words that link to your website), these should be a keyword or a keyword phrase. And the keyword is one you want to rank higher for. Ideally, you don’t want to make the rest of the text rich in keywords relating the one you chose for the anchor text since it might confuse Google.
The benefits of link building
As you’ve read thus far, having links pointing to your site will help your site when it comes to search engines to determine rankings. But there are also other benefits that can come to develop over time. For example, it is a great way to network and build relationships. When you contact other websites and blogs you can find like-minded people who, just like you, are working towards a goal to rank better and improve their businesses.
Link building can also be a great way to build your brand. By creating your own content and have it published on another site, you can gain followers that like the way you write, or present said type of content. You can even win over influential people in the industry you are in, that want to work with you based on your style of creating.