Offpage Optimization

Offpage optimization is a part of search engine optimization (SEO) and is considered the counterpart to onpage optimization. It includes all the measures that the webmaster takes away from his own page to prove a good search engine ranking.

On the one hand, a website can be optimized on the page itself for search engines such as Google (onpage optimization). On the other hand, optimization away from one’s own website also plays an important role. This subarea of search engine optimization, the offpage optimization, primarily includes all measures that are used for link building. In addition, social signals, i.e. data from social media, and good brand marketing are also repeatedly mentioned as possible offpage factors.

In principle, the goal of offpage optimization is to spread a website or a company as far as possible on the web, to increase its level of awareness and to let as much traffic as possible flow to the online presence.

Elements of Offpage Optimization

Offpage optimization, when performed as recommended by Google, can only be influenced to a limited extent by the website operator himself. Nevertheless, there are certain elements that an SEO can influence.

Linkbuilding

The goal of link building is for a website to obtain the highest possible number of backlinks from the highest quality sites possible. To achieve this, different ways exist, which are more or less liked by Google.

Search engines prefer it when a website builds backlinks organically, because it offers high-quality content and users thus link the page voluntarily. A link is then a recommendation to the user, showing that another site is reporting something good on a topic.

Methods such as link purchase or link exchange are frowned upon, because here a backlink is not what it is supposed to be: a recommendation of another page. Google and Co. can punish this procedure and downgrade websites in the ranking or even remove them completely from the index.

In addition, there are methods that are more or less permissible in the eyes of the search engines, but which often have only a very limited influence on the ranking. For example, website operators can manually enter backlinks in forums, catalogs or comment fields.

Not all backlinks are the same: Google evaluates the strength of a link based on various factors such as the link text, the link position, the number of links from a source and, most importantly, the strength of the linking website.

How valuable a link is in general for the offpage optimization and ranking of a website is discussed again and again. The opinion that the influence of backlinks is steadily decreasing is becoming more and more widespread.

Social Signals

Social signals are generally understood to be “signals” that point in the direction of a website from social media. So how many likes does a post have? How often do users retweet my message? Or what rating does a company have on Google+? Occasionally, social interactions such as blog comments or article ratings are also referred to as social signals.

How important these signals are for ranking is controversial. Many experts suggest that Google considers them important, or at least that there is a correlation. Others believe that no direct correlation exists between good rankings and many Likes and +1s. But even Google repeatedly hints at the importance of positive signals from social media.

Whether or not social signals play a direct role in offpage optimization is debatable. In any case, social media can bring attention, traffic and user engagement to a website. Companies should therefore be present and active on social media.

PR, reputation and brand management

PR, marketing or brand management can also be cited as indirect offpage optimization. Google favors companies in the ranking that act as opinion leaders or authorities. This means that strong brands can have an easier time achieving good positions in the SERPs.

A high search volume for a brand name or frequent mentions of a company on the web could indicate that a brand has high brand awareness and is well-known. In addition, many backlinks and a high level of activity as well as high follower numbers in social media can be cited as clear indications of a successful brand. And positive user signals such as a high dwell time and a low bounce rate can also be signs of satisfied visitors and thus of the authority of a company.

Analysis of Offpage Optimization

As in onpage optimization, there are also many SEO tools for the offpage area that allow you to analyze your own status. They measure, for example, how many backlinks point to a website or how a website’s user signals are distributed in social media.

Many programs offer both onpage and offpage optimization, for example the tools from the SEO experts at Searchmetrics, Ryte or Sistrix.

In addition, some providers also specialize more in the offpage area, such as Majestic or ahrefs.

The Google Search Console also provides values that can be used to optimize backlinks and one’s own website. Among other things, users can view the linking pages here.

Offpage optimization is, in addition to onpage optimization, an important part of search engine optimization. Backlinks still seem to be an important ranking criterion for Google. Social signals and building a brand can also help a website to rank well.

At the same time, SEO experts have less influence on the offpage area if they operate it with “legal” methods. Much more, users and community decide here which website is valuable and which brand is worth supporting. Companies can therefore best ensure more backlinks, better social signals and thus better SEO results with good content, good usability and strong customer loyalty.

SEO-Content ✔️ Blog Content ✔️ SEO Content Writing ✔️ Article Writing ✔️ E-Books ✔️

Recipe for success for international SEO texts

Recipe for success for international SEO texts Why do I need international SEO texts? The internationalization of one's own business holds great potential. Especially for industries that are subject to high competitive pressure in the German market, foreign countries...

White Hat SEO

White Hat SEO White Hat SEO is the term used to describe all search engine optimization measures that are based on the rules of the search engines. The opposite of White Hat SEO is Black Hat SEO. In online and search engine marketing, it is important to avoid methods...

Thin Content

Thin Content Thin content is the term for "thin" digital content that offers the user little or no added value. Officially, Google rates websites as irrelevant and thus as thin content if they do not meet the requirements of the Webmaster Guidelines. The term Thin...

Search Engine Advertising (SEA)

Search Engine Advertising (SEA) Search engine advertising (SEA) is a subsection of search engine marketing and is therefore part of online marketing. Search engine advertising covers the area of paid advertisements that are primarily displayed on the results pages of...

Snackable Content

What is Snackable Content? Snackable content refers to texts, videos, images or other content that is particularly easy to consume. Due to its simple design, this type of content is usually used for entertainment purposes. Snackable is based on the English term snack,...

SERP

What does SERP mean? SERP is the abbreviation of Search Engine Result Page and refers to the pages where search results are listed in search engines like Google. Ranking in SERPs is essential to the success of websites. Website operators want their offers to be...

Semantic Search

Semantic Search Semantic search is a method by which the algorithms of search engines such as Google can draw conclusions about the user's intentions or objectives. To do this, they place the components of the query in context with one another and analyze the...

Seeding

Seeding Seeding is the planned distribution of content on the Internet. To do this, the content creator contacts thematically relevant influencers in a targeted manner in order to persuade them to distribute his content further. The influencers use their own networks...

Search Term

Search Term In online marketing, "search term" refers to the word or words that users enter in a search engine such as Google to find content related to that term. Search terms play a central role in online marketing because the keywords that are crucial for...

Robots.txt

Robots.txt The robots.txt is a text file that is important for indexing website content. With the file, webmasters can specify which of the subpages should be captured and indexed by a crawler such as the Googlebot and which should not. This makes robots.txt extremely...

Return on Investment

Return on Investment The return on investment (ROI) puts the profit in relation to the capital employed. The return on investment is one of the most important key figures in business administration, marketing and controlling. The ROI provides a statement about the...

Retargeting

What is Retargeting Retargeting, often referred to as remarketing, is an online marketing tool. In this process, Internet users who have visited a certain website or clicked on a certain product are addressed with targeted advertisements on their way through the web....

Responsive Content

Responsive Content The term "Responsive Content" describes website content that adapts to the individual characteristics of the website visitor. In this way, users of a website see different content depending, for example, on which device they are using, how often...

Referral-Marketing

Referral-Marketing Referral marketing is a form of recommendation marketing that is actively initiated by companies. Existing customers of a company recommend a product or service, e.g. to their family or friends. The company usually offers an incentive or reward for...

RankBrain

Rank Brain RankBrain is a part of Google's algorithm that is used in processing search queries and determining SERPs. However, RankBrain is not just any piece of the algorithm, but a subsystem that contains the first beginnings of artificial intelligence and can...

Product description

Product description Product descriptions are texts that explain the features and characteristics of products. As a rule, product descriptions are used in web stores and serve to inform potential customers and reinforce their intention to buy. The e-commerce industry...

Plagiarism

Plagiarism If someone else's intellectual property is taken over and passed off as their own work, this is known as plagiarism. This can be, for example, texts, images or melodies. Often, plagiarism is a violation of copyright law, which protects personal intellectual...

Pillar Content

Pillar Content Pillar content is a content marketing strategy that intelligently structures central content and secondary content. The basic content is the actual pillar content, around which topic clusters are grouped. The long-term effect of this approach is the...

Panda (Google Updates)

Google Panda Google's Panda Update describes a series of algorithm changes with which the search engine provider reorders its search results. The Panda Update first appeared in 2011 and, according to Google, is primarily intended to address the quality of content on...

Outbound Marketing

Outbound Marketing Outbound marketing is often referred to as the traditional form of advertising. Here, the advertising company contacts the target group directly and provides them with an advertising message. The difference to inbound marketing lies in the...

Onpage Optimization

Onpage Optimization Onpage optimization (also: onpage optimization) is a part of search engine optimization (SEO). It describes the measures website owners apply to the actual website to make it as findable, usable and readable as possible for search engines and the...

Online Editor

Online Editor An online editor creates content and prepares it for publication on the Internet. This usually involves texts. However, multimedia content such as videos, images and graphics are also an important part of the work of online editors. Online editors can...

Online Marketing

Online Marketing Online marketing is a marketing discipline that, in contrast to classic advertising, is based solely on the medium of the Internet. In online marketing, search engine marketing, banner advertising, e-mail marketing, affiliate marketing and social...

Onepager

Onepager A onepager is a website that consists of a single HTML page. Navigation on the onepage website is usually done by scrolling or jump labels. Onepagers are most suitable as single-topic pages or landing pages for clearly defined campaigns. As far as the design...