Off-page SEO is a search engine optimization effort from outside the website.
Optimizing from within a website, or on an SEO page alone is often not enough to get high rankings in search results. Especially for new websites that do not yet have an audience, unless the keyword competition is quite low.
Why backlinks are so important
To understand the importance of off-page SEO, I will explain a bit about the relationship between search engines and links.
Search engines like Google have a bot in charge of crawling on the internet. Google's crawler is called Googlebot
Googlebot moves from website to website through links listed on every page of the website. From the data collected by Googlebot, the index and rank order of the website were compiled.
Because Googlebot uses links as navigation, websites with external links are given high priority. The more and more high quality links, the better the website ranking.
This is why links from other websites (backlinks) plays an important role in SEO.
The wrong link building strategy.
Off-page SEO has a dark side in it.
There are people who want to raise their website rankings but are too lazy to create quality content and do marketing, instead they only rely on link building.
Link building is the support of website content, without having good content, you should not do link building. Because in addition to useless, the result can be a punishment from Google.
Good link building process is always related to marketing and content marketing. Not through spamming and use of bots or automation software.
There are some forms of backlinks that are disliked by search engines because they are often misused.
Here are some of them:
- Exchanging links. A very popular way in the mid to late 2000s, exchanging links directly did not provide any positive benefits.
- Buying links & using backlink services. Buying links is likely to raise the rankings quickly but usually will not last long because you will be penalized from Google.
- Comments on blogs & forums. Links that you get from comments on blogs do not provide great benefits, as well as forums. But both are often the land of spam.
- Auto approval link. All forms of links do not go through moderation of website owners. This means the link immediately appears when you enter your site address.
- Using bot software. There are some software / tools that can be used to get links automatically, but the links you get are low quality and can actually damage the website.
- Personal Blog Network. This means a set of blogs owned by 1 person who only serves as a backlink to their main site. Google actively denounced blog networks like this.
- Spam. In any form, spamming techniques will not benefit you positively.
The links obtained by the above are usually of low quality. The most you can get is a high ranking in the short term, then penalized by Google.Therefore you should avoid such techniques.
Just as with on-page SEO, quality is very influential. Even off-page SEO is more sensitive to quality.
It means like this.
Even if you have a good website and content, if you do off-page offensive infringements like the above techniques then you will not be spared the penalty.
Because of the importance of link building, further guidance to get quality links will be discussed in the next chapter.
The relationship between content and backlinks
Content = on-page, backlink = off-page. Is there a link between content and backlinks?
Very there. Here's a quote from Bing.
" If the value that you have worked so hard to instill in your site is evident to them, they will assist their own customers by linking back to your site. That, my friend, is the essence of link building.
Roughly speaking like this,
If your site has value (value) and this value is seen by others, then they will be happy to provide you with a link. This is the essence of link building.
To rate, you must have quality content. To show this value to others, you must do content marketing.
So content marketing is the main "source" backlink for you.
Social media and off-page SEO
The effect of social media in SEO is an endless debate.
Some people say influential, some say only Google+ is influential, the rest says it has absolutely no effect.
So is it really important social media marketing?
Important.
Although nothing to do with SEO. Social media is one of the best ways to introduce your site to people.
As discussed earlier, in addition to having quality content you should also show this content to others. Therefore social media is the right place for this.
When others see your content, and are interested, they may recommend you back to others by sharing, liking, and so on.
This is why you need to be active in social media to market your site.
Off-page SEO ranking factors
Off-page SEO is a website popularity game. In determining the popularity of a website, Google uses various factors.
We already know that backlinks are a major factor in off-page SEO. But not just any backlinks have a positive impact.
Here are the rankings from outside the website.
Quality backlinks
Quality backlinks give a much more powerful effect than quality. But what determines the quality of backlinks?
- Site reputation
- Site activity
- The topic of commonality
- Placement of backlinks on the website
- Dofollow & nofollow
- Language equality
- Age of backlink
Regarding placement, the best quality backlinks are placed inside the text. The term is a contextual link.
This is because Google reads the text that surrounds the link and determines in the context of which links are installed. As a result, your site will earn points for those keywords.
Anchor text in the backlink.
Anchor text used on links is read by search engines as keywords. Your website gets additional points in the text used as an anchor.
However, the use of the same anchor repeatedly will not have any positive impact.
You need to know if on 1 page there are 2 links to your website and both have different anchors, then Google uses the first anchor.
Number of backlinks
The more backlinks you get, the better.
But not only that.
Quantity must be in accordance with quality. If you only get backlinks from websites that do not have a reputation, this is not counted as a positive factor.
Backlink Diversity
There are several types of backlinks, one of which is mentioned is contextual link. In addition there are more blog comments, profiles, bio, widgets, advertorials, directories, etc.
Too much use of one type of backlink will not give the optimum effect.
Logically, if we get a backlink naturally then the type of backlink will vary. This is why search engines use diversity as a factor.
Social reputation
Google can understand the sentiments in every comment. This means that every time your website appears it appears negative comments from others, will be bad.
Vice versa with positive sentiments that have a positive impact.
Social activity
Websites that are active on social websites such as social media and social networking are very popular.
Social activities of a website can be seen one of them with a measure of the amount of share to social networking. But remember again with positive and negative sentiments.
The user's personal factor
Because Google has implemented a personalized search, search results with the same keyword may differ for each Google account.
This is influenced by several factors such as:
- Whether a user visits the website or not
- The level of user satisfaction of a website
- Country and language
- Have a website once owned by a friend
You need to know that search engines never issue a list of official factors that affect rankings, because the above factors are obtained empirically.
The next topic discusses more about backlinks.
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