Off-Page SEO is difficult to understand and even more difficult to implement. This is SEO optimization that you do outide of your own personal website. Obviously, outside of your website, you have a lot less control so it can be trickier to get the right techniques implimented. This episode will outline some SEO secrets for Off-Page success so you can rank in 2020!
Roger: Welcome to Local SEO Today! I am Roger Murphy.
John: And I’m John Vuong.
Roger: We want to thank you for joining us on our podcast. We want to thank Kayla Claus, our media expert. She’s running the cameras today so thank you, Kayla.
John: Thank you, Kayla.
Roger: Today we want to talk about…to entrepreneurs, John. We want to talk to business owners about off-page techniques for SEO. Quality, five quality tips we can give them of how to do better search engine optimization for Google ranking.
John: Yeah, it’s very imperative because, as you know, there’s only so much you can do on your website. But there’s a lot of signals that Google’s actually looking for to attract and make- ensure that you build your authority.
John: Right? So that first thing I want to talk about is really the link building aspect.
John: Which is…how do you get more high quality backlinks to your website that will actually move the needle, right?
Roger: And a link is defined really as a…from another source, a trusted source that it sort of giving your website…credibility. Saying, “we like this, we recognize this site.”
Roger: “…and we are linking to it.”
John: Yeah, and there’s two different types of what…links, right? There’s a dofollow link and a nofollow link. You do want the attribute of dofollow more than the nofollow because some of the juice that is from that other website linking to your website gets passed on to your own website. But I’m gonna hit on a couple of the different ways to build more links.
John: So the first thing is citation building. What does that mean? You probably heard of it. All it really means is putting yourself out there in as many directories, online directories, as possible, right? So submitting your business information in the Yellow Pages, the WebLocal…
John: …the HomeStars, the RateMDs, the Opencare, so whatever may be, there’s hundreds of them out there. I would always pick out the top 20, or top 50, in your industry that are on the first page, or the first couple pages, and submit your business listing on.
Roger: Yep. One tip…is make sure your N-A-P, which is your name, address, and phone number, must be, should be, identical across everyone so never change, it’s got to be identical across all the different citation.
John: Exactly. And make sure you verify it, claim every single citation, with login and password, and make sure you complete the actual…profile. So some of these citations allow you to add images, personalize as much as possible, add a description, add some…add more categories so go in and claim it, go in optimize it so that if any time that someone is going on a…you know, Yellow Pages listing and they see you, everything is consistent across the board, from hours of operation, address, name, you name it…compare it to your website.
Another place that you want to ensure that you put your information out there is profile accounts and there…this is very interesting too because there’s a lot of websites out there that allow you to generate profiles where then, you could add in your link and information to your website, right? And this adds more credibility to your site as well, so the more you’re out there creating more of these profile accounts, the more likelihood that it will help you benefit from ranking your website as well.
John: There’s two…like..there- there’s a…so many different strategies in terms of getting backlinks. I’m gonna touch about a couple of them. So forums, commenting, link placement, and guest post, so these are fairly the most popular ways to get links. So what I mean by forums, is there’s a lot of different forums out there, where online forums are more online communities, right? With a website which you can create a profile and then start engaging with that specific niche or…or…you know- industry experts, right? So then, you are able to engage with them and hopefully in your profile, within some of the…the…comments, you can actually…add your link, or add…add some information about your website. So this is very similar to commenting, right? Where there’s a lot of websites where you can go in and comment on some of these posts, or comment on some blog. So just be wary on these, you don’t want to spam on these area because Google knows if you’re spamming it so make it as natural as possible, and make sure that you’re adding value, right? Like commenting on the right kind of information, as opposed to just trying to be self serving and helping yourself. Then, there’s link placement which is…you see there’s a lot of niche websites out there, in your industry that are…you know, adding value, they could be industry expert websites out there, right? What you want to do is…find an article that…you feel that is very relevant to your existing business and your website, and request, or build a relationship with the owners, and hopefully you can add a link, or have some sort of mention in there, or have word…a word in that…article to link back to your website, right? So, attaining and building a relationship with the…business owner of that website to then, allow you to get a backlink to your website. And then, of course, the last way is guest posting which is building your profile on a different website that allows you to write blogs, right? So then you’re becoming a contributor to a different website but by doing that you’re actually becoming an expert on their own- that website so that allows you to get more exposure, writing unique content that is very similar to the services you offer but positioning yourself as the expert.
Roger: If I can just touch on that…Google about a year ago, has been very, very open about they want what’s known as the E-A-T principle which is expertise, authority, and trust. So, John, to your point just there, if you’re increasing your authority in Google’s eyes because you are producing and authoring the said content, it can only help your own website.
John: Exactly. So online, there’s only things that Google can see, right? And these are ways, like a backlink is very similar to a referral in the real world, right? So it’s very difficult to harvest, right? You got to build a relationship with business…website owners that has authority or traffic, and trust, and hopefully they allow you to get a link back to your own website.
John: Yeah. So, I mean there’s different ways to build authority but getting backlinks is very important for your website, and there’s also very important metrics as well, right? So the domain age, the…you know, there’s…
Roger: Page authority.
John: Page authority.
Roger: Domain authority.
John: Domain authority, then there’s the trust flow, and the organic traffic, and industry specific link. There’s a lot of metrics and there’s a lot of software that can help you, guide you, through this entire process. But again, it is very important to understand on a high level, how it works, and what needs to be done so that you can do it the right way.
Roger: Exactly with…to your point, John. The right way is quality with high domain authority and page authority. If you look out there, you can find lots of spammy links and you can find link farms. There’s all sorts of ways to try and trick Google, they’ll only hurt your business in the long run so we are educating you today to be ethical, go with the most quality, the highest quality links that you can find. Don’t go for the cheap stuff, it will only…you know, cost you problems.
John: Exactly. It’s not a volume game, it’s a quality game, right? So don’t go after the number of links because there’s a lot of links but the horrible quality…they could be very toxic as well, right? What use does it have for your business, right?
John: It’s not generating you any traffic and it’s not relevant to your business so the people who are reading that article, or linking from that other site, it has no value to you so why even associate yourself to that?
Roger: So that really is…speaks very highly to the…to your point. It should be and must be high quality.
John: Exactly. I think the second point of that one to talk about in terms of off-pages, really optimizing your Google My Business.
Roger: Yep. Google My Business really is a page, isn’t it? And it became really popular a year ago, Google allows you to have a complete page with your…business, your name, phone number, your hours, reviews, photo- photos on there, images the…your location, maps, there’s so much in it. What it does is it sort of allows the user, John, to go more quickly to your business. They can find, get everything you need to know to contact you — to purchase whatever you’re selling.
John: So it’s a business listing that allows for users to have a snapshot of…really your website, right? So it’s a summary and people are on the go all the time today, right? They’re on their smartphone, they’re on their tablet, and they just want to get to things quickly.
John: And a lot of the traffic today on Google are “no-click” traffic. So the more you want to put on Google My Business, the easier it is for the consumers and users to actually find what they’re looking for, and actually make a transaction, either go to your physical location, call you, email you, directly.
Roger: You make it easy for them to find you, answer all the questions quickly. So it’s like, “Oh! What are their hours? Oh! Where are they located? Oh! What kind of reviews do they have? What type of products do they sell?” If it’s on this landing page, its Google My Business page, it just means you can get more customers, more quickly, and more quality links.
John: Exactly. And there’s a lot of things you can add in there depending on what kind of industry you’re in, right? If you’re a retailer, your restaurant, you’re allowed to add a menu as well, or coupons, and offers. And then, Google even tells the users when is the slower period of time, or busy peak period…
Roger: …for eating.
John: For you to go…yeah, to the actual restaurant, right? So maybe that’s what you want to avoid those times.
John: And go when it’s a little bit slower, right? Or call for reservation so there’s a lot of things that are valuable if you understand. Make sure you not just optimize it. So claim it, optimize it, and when you get reviews, make sure you get more reviews, make sure you also comment on and respond to all the reviews.
Roger: Third one is social media — we want to talk about.
John: Yeah. So with social media, I think the key there is there’s so many different social media platforms. You don’t know what people are doing and how they’re ingesting content, right? I know the most popular ones are Twitter, Facebook…
John: Instagram, and then of course, there’s Google My Business post, right?
Roger: There’s LinkedIn, there’s Pinterest, so many different places.
John: So depending…yeah, depending on your audience, right? If you are a decorator, home decorator, images play a huge role so Instagram is heavy for you…so maybe that’s where you emphasize, and focus most of your efforts in terms of social media. So claim it, optimize any of your social media pages, and engage with your audience — know exactly who they are, and how they’re consuming that content, right? So targeting your images to the right audience.
Roger: And ultimately, what you want is you want…because this is one of Google’s signals, they got 200 criteria to determine how websites get rank in Google results, social is actually one of them. So the more social you are, John, not only are you getting writing messaging to your clientele but you’re also entering the criteria — Google’s looking for in the first place. So not only it helps you brand you in your current clients, they can find you in different places but when they- when other ones, and customers searching Google, it actually helps move your Google website ranking up higher in search results.
John: Yeah, so the key there is shares, amplification of your message, right? So you got to have a new blog post, right? Or you have something that’s very popular, something new going on in your business, it’s a great way to share it amongst your audience members, or even spending some ad dollars to amplify that message, right? On Google’s…social media post, right? So that’s social media. I think the next one is YouTube.
Roger: It is YouTube. Doing…producing content off your page because YouTube, I believe, makes the third most searched…platform in the world, John, owned by Google…
Roger: But it’s huge and popular, and there’s thousands of hours everyday being loaded up so…but it’s a great place people love, they love to consume video, like to watch it so it’s a great way to get a message out there.
John: Yeah. And…and understand your audience, again, right? So producing content, you need to ensure that it’s professional and it’s made for your audience so speak to the language that your audience wants to hear, right? So know who they are and…you know, be professional, and produce it properly but, also, amplify that message, right? So having is…the large subscriber base on YouTube, or spending some ad dollars on YouTube will allow you to amplify that message, and optimize your YouTube channel so that you can gather more people coming to your site, right? Because, again, it’s all about just building that authority, you don’t know where are people consuming content, right? It could be social media, it could be through other websites, it could be through videos, images, podcasts. There’s so many different ways people are consuming content.
Roger: Exactly. And in very well, there’s one of the criteria Google is looking for…with a…websites that are attached to video content can actually help the website rank higher, also because that you’ll find the results with video, in the results, do pop up more often, very highly rank on Google.
John: Yeah, so there are signals and the more you’re doing things the right way, in terms of running a business, it will actually amplify your results on…in terms of your website.
John: And the last thing, is really to… I want to talk about like position yourself as an authoritative figure or a trusted expert, right? So what would I want to talk about is like, gaining more PR, I would say, out there for your business which is media attention or speaking engagements. You become a trusted source in your industry, in your local market in which then, your position so that when someone has a question, or they’re looking for an expert, they reach out to you, and this could be something on T.V, it could be a magazine, it could be…you know, speaking presentation.
John: Whatever, may be…positioning yourself so that’s the key in ultimate goal, right?.. of running a business so that when you are at that level where you’re a thought leader, people come to you for anything related to that topic, then that’s where Google will reward you the most of what.
Roger: Exactly. Google refers to E-A-T which we’ve spoken before: expertise, authority, and trust, that’s what you, a business owner, need to continually work on because that will increase your…your worth it Google’s eyes.
John: Yeah. So overall there’s a lot of different things that Google is looking for, right? And there’s not just one thing you should do. You should do everything very well, right? And it’s very challenging as local business owners because you’re probably an expert in your product, and service, how do you become an expert in SEO, as well? So, there’s a lot to learn. This is very fun for people that are actually enjoying what they’re doing, and here at Local SEO Search, we enjoy this so…
Roger: And if you want to reach out to us, please feel free. We’ll share any of our thoughts, and we’ll educate you on the tips and tricks that are needed to be done.
John: Perfect. Well, thanks a lot, Roger.
Roger: John, thank you for today and thank you for watching Local SEO Today.
John: Thank you.