Off-Page SEO is a set of actions aimed at improving the positioning of a page through strategies from outside the website. It is just the opposite of On Page SEO, which consists of optimization of the pages through improvements made internally, on the website itself.
The links that point to a website are like a way of pointing out to the search engine what is truly relevant. If a number of very relevant websites link to our content, Google will deduce that this content is important, and this will improve its positioning in the ranking.
OFF PAGE SEO STRATEGIES
There are two types of links: “FOLLOW” and “NOFOLLOW”. The difference between the two is crucial: the first one is taken into account by the search engines and the second one is not. Therefore, at the SEO level, we are interested in the “FOLLOW”.
A link, by definition, is the “FOLLOW” type, unless otherwise specified in the code.
WHAT LINKS DO NOT HAVE SEO VALUE?
- Social networks: These serve to make your content known and get others to know you, but they do not improve the SEO of a website. It doesn’t matter if the biggest influencer in the world publishes a link to your site: your position in the ranking will not change.
- Comments on blogs or media: No matter how much you include the URL of your website in your user profile or you directly do spam campaigns by pasting the link, you will not improve your organic positioning.
WHAT LINKS DO HAVE SEO VALUE?
- Media: They usually enjoy high domain authority and their links help to substantially improve off-page SEO.
- Government agencies: These are websites to which Google confers high reliability, especially those that have a .gov TLD. A link from this type of site will considerably improve off-page SEO.
- Educational institutions: Something similar to the previous case occurs. Even better if the domain has a .edu TLD.
- Blogs and current websites: Any link from a blog or website can help you improve your off-page SEO, provided that said blog or website is a respectable authority.
SOME BAD OFF-PAGE SEO PRACTICES
- Unnatural growth in the number of links: Google likes naturalness in terms of link generation. If from one day to the next, you have thousands of new links to your site, this will be suspicious. What’s more, if this practice persists, you can end up with a penalty from Google.
- Linked from sites with low authority: directories of dubious reliability, websites full of invasive advertising or malware, illegal download sites … Better to avoid being linked from these sites, since they can do us more harm than good.
The off-page SEO must be linked with the on-page SEO to obtain good positioning results. Having links on other pages is very beneficial, but it will not be valued if the on-page SEO is not well optimized.