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Off-Page SEO: What It Is and What Tactics To Try

Updated: Apr 17

You've optimised your website, crafted compelling content, and chosen the perfect keywords – all to ensure search engines understand what you offer. What’s next?

Off-page SEO plays a big role, too. Imagine it as having an enthusiastic squad of brand cheerleaders, all working tirelessly to boost your digital footprint!

In this article, we'll show you how off-page SEO tactics can boost your website's visibility and attract more visitors.

What Is Off-Page SEO?

Off-page SEO is the art of winning the search engine popularity contest without even touching your website. It's all about making your site appear as the go-to destination for expertise, trustworthiness, and sheer value – all from the outside in.

Through the lens of backlinks, social media buzz, and brand mentions, search engines get to see just how much of a big deal your website is. These signals tell a story of your website's:

  • Expertise

  • Experience

  • Authoritativeness

  • Trustworthiness

  • Relevance

  • Popularity

Why Is Off-Page SEO Important?

The internet is competitive. To be chosen by searchers, you need to be found, either directly in search results or through links and mentions on other sites. Search engines and users discover your content via these pathways.

For instance, when someone searches for "best law firm near me," search engines determine which results best match the intent. One factor they consider is how many relevant and authoritative sources link to or cite each piece of content.

Difference Between Off-Page and On-Page SEO

Ever heard the terms "on-page SEO" and "off-page SEO" thrown around, but are unsure what they actually mean? Understanding the difference between these two crucial SEO elements is vital for optimising your website and attracting organic traffic. 


Off-Page SEO

On-Page SEO


Outside your website

Within your website


Building authority

Content optimisation


Backlinks, social shares

Keyword research, meta descriptions

On-page SEO acts as the foundation of your website's search engine visibility. It's about ensuring your content is well-structured, informative, and optimised for relevant keywords. Think of it as making your website search engine-friendly and easy to understand.

Off-page SEO, on the other hand, focuses on building your website's reputation and authority in the online world. This involves strategies like acquiring backlinks from high-quality websites, generating positive online reviews, and engaging with your audience on social media.

By implementing both on-page and off-page SEO strategies effectively, you can create a powerful synergy that propels your website to the top of search engine results pages (SERPs). For a deeper dive into SEO terminology, be sure to check out our comprehensive SEO glossary.

5 Key Components of Off-Page SEO


Links from other websites pointing to yours are like votes of confidence. The quality and relevance of these backlinks significantly impact your ranking.

Social Signals

Shares, likes, and mentions on social media platforms indicate user engagement and brand awareness, which search engines take into account.

E-A-T (Expertise, Authoritativeness, Trustworthiness)

Google prioritises websites that demonstrate expertise in their field and are perceived as trustworthy sources. Off-page SEO plays a vital role in building your E-A-T.

Branded Searches

The number of times users search for your brand name reflects brand recognition and consumer trust.

Online Reputation

Positive online reviews and mentions build trust and influence search rankings.

Off-Page SEO Tactics and Techniques

1. Backlink Building

Not all backlinks are created equal. Focus on acquiring backlinks from high-quality, relevant websites in your niche. Earning a single backlink from a respected industry publication is far more valuable than hundreds of low-quality links.

Strategies for Backlink Acquisition

  1. Data Source for Backlink Acquisition: Research competitor websites and identify the backlinks they've earned. This can be a great starting point to find relevant websites that might be interested in linking to yours.

  2. Broken Content Building: Find outdated or broken content on relevant websites and create a valuable piece that fills that gap. Then, reach out to the website owner and suggest your content as a replacement, with a natural backlink included.

  3. Long-Form Content: Create in-depth, informative content that establishes you as an authority in your field. This type of content is more likely to attract backlinks from other websites.

  4. Strategic Guest Posting: Write high-quality guest posts for reputable websites within your industry. Include a backlink to your website within your author bio or the content itself.

2. Generating Brand Signals

The more people talk about your brand online, the more search engines recognise its value and authority.

Tactics to Enhance Brand Signals

  1. Audit Your Branded Searches: Track how often users search for your brand name. This indicates brand awareness and can be improved through marketing efforts.

  2. Invest in YouTube for Increased Visibility: Create valuable video content relevant to your niche. YouTube is a powerful search engine and can drive significant traffic to your website.

  3. Set Up Brand Tracking: Use tools to monitor online mentions of your brand across social media and other platforms. Respond to positive mentions and address any negative feedback promptly.

  4. Publish Research-Backed Content: Conduct original research and publish well-structured content based on your findings. This type of content is highly shareable and can attract valuable backlinks.

3. Improving E-A-T

Off-page SEO tactics significantly contribute to establishing your E-A-T:

  1. Get Brand Mentions on Authority Sites: Secure mentions of your brand or experts on trusted websites in your niche.

  2. Secure Links From Trusted "Seed Sites": Focus on acquiring backlinks from highly respected websites within your industry. These "seed sites" pass on their authority to your website.

  3. Acquire Positive Online Reviews: Encourage satisfied customers to leave positive reviews on platforms like Google My Business and industry-specific review sites.

4. Content Marketing

Content marketing plays a vital role. Consistently publish valuable content to attract visitors and establish yourself as an expert. Here's how to amplify your content's reach:

  1. Digital PR: Leverage PR techniques to secure backlinks and media attention.

  2. Social Media Power: Utilise social media platforms for wider content exposure. 

  3. Influencer Marketing: Partner with influencers to expand brand reach and amplify content exposure.

  4. Guest Blogging Opportunities: Showcase your expertise and reach a new audience on relevant websites. 

  5. Podcast Powerhouse: Offer your expertise as a guest on relevant podcasts.

  6. Content Syndication: Republish your content on other websites while ensuring proper linking back to your original content to avoid Google prioritising the syndicated version.

5. Local SEO

For local businesses, local SEO is essential:

  • Optimise Your Google Business Profile: Regularly update your profile with accurate information, respond to reviews, and publish informative posts.

  • NAP Consistency: Ensure your accurate NAP (Name, Address, and Phone Number) information is listed across online directories, social media profiles, and review sites.

6. Reviews

Encourage satisfied customers to leave positive reviews on platforms like Google My Business and industry-specific review sites. Respond to all reviews to demonstrate your commitment to customer feedback and build trust.

7. Events

Events can generate excitement and brand awareness. Event promotion generates social media mentions. Attendees might even write articles with links to your website!

How to Do Off-Page SEO: A Step-by-Step Guide

Effective off-page SEO strategies can significantly enhance your website's authority and organic traffic. This guide will show you a clear, step-by-step process to unlock the power of off-page SEO and finally get your website seen by the right audience.

1. Define Your Objectives

The first step is establishing your desired outcomes. Are you aiming to increase brand awareness, drive website traffic, or improve search engine rankings? Clearly defined objectives will serve as benchmarks to measure the success of your off-page SEO efforts.

2. Identify Your Assets

Assess your website's strengths. What valuable content or expertise do you possess that merits attention? This could be informative blog posts, industry-leading knowledge, or unique products or services. Recognising these assets will inform your off-page SEO approach.

3. Implement Your Strategy

Now, it's time to translate your plan into action. Depending on your goals, this may involve:

  • Content Creation: Publish high-quality content that addresses gaps within your niche. Valuable resources naturally attract backlinks from other websites.

  • Guest Blogging: Secure guest posting opportunities on reputable websites within your industry. Include a backlink to your website within your author bio or the content itself.

  • Social Media Engagement: Leverage social media platforms to amplify your content's reach and brand visibility.

4. Track and Analyse Results

Monitoring progress is essential for success. Utilise website analytics to track key metrics aligned with your defined objectives. 

Remember, off-page SEO is a long-term endeavour. Stay patient, analyse your efforts, learn from successes and setbacks and refine your approach for continuous improvement.

Considering Professional Help?

Off-page SEO can be a complex and time-consuming process. Want faster results? Partner with JRNY Digital. Our experts can help you develop a customised strategy, execute effective tactics, and track your progress.

Now, shifting gears to consider the financial aspect, it's important to note that SEO costs vary in Australia. Agency experience, project scope, and target location impact pricing.

Check out our Pricing Page for more details.

Diving deeper, if your goal is to cover all bases with comprehensive SEO services, we also have the expertise and resources to help your website thrive. Visit us today!

Focus on Your Business, We'll Focus on Your Website's Success

Free up your valuable time and resources to focus on what you do best – running your business. Let JRNY Digital handle the complexities of off-page SEO and watch your website climb the search engine rankings and attract more qualified leads.



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