How off-page SEO will help bring people to your website
- 30 Jul
If you build it, they will come – won’t they?
In 1989, Kevin Costner starred as Ray Kinsella, an Iowa farmer who digs up his land and builds a baseball field in the middle of it, after being encouraged to by a voice from the heavens. The film, ‘Field of Dreams’, played on the premise that if you build something, people will come.
“People will come Ray. They'll come to Iowa for reasons they can't even fathom. They'll turn up not knowing for sure why they're doing it. They'll arrive at your door as innocent as children.”
However, the reality is not quite as straightforward as the fantasy. Sadly, you can’t just build something and expect people to come. It takes a little more behind the scenes work to make it happen.
A great looking website is an important part of your company’s brand identity; it tells people who you are and gives an indication of the type of service to expect. However, all of that is for nothing if people never get to see it.
Search engine optimisation (SEO) is the process of affecting the visibility of your website in a search engine’s natural (un-paid) search results. Commonly, many people view SEO primarily as the activities that take place on the website itself, known as ‘on-page SEO’. However, this is only half the story, the other half is ‘off-page SEO’.
What is off-page SEO?
Unsurprisingly, off-page SEO is what can be done off the pages of your website to help maximise its performance in search engine results.
Here are a few examples:
Does your website have a Google+ page? No, get one.
It’s a no-brainer, Google has a social media network, and it boasts the most popular search engine in the world. Therefore, if your website has a Google+ page, then more than likely Google will look favourably on your website and bump it up its search engine results. It just makes sense, doesn’t it?
However, make sure your using it. Google’s not stupid, you need to share content and build up an audience on your Google+ page. A dormant Google+ page is about as useful as a Ferrari without an engine.
Research shows that many search engine queries are done with local intent in mind, e.g. a hotel in South London near the Thames. 40% of all searches via mobile phones are based on local criteria.
The added benefit of your Google+ page is utilising this local information by accessing address details etc. This allows users to find you in searches related to where you are in the world.
Has your business ever appeared in an online publication/magazine? Then ask them to apply a hyperlink back to your website. Google looks at links from other websites as a vote of confidence, helping to move your website up the Google search engine table.
Note: the better the publication, the better the search engine result. For example, an appearance in the Telegraph is held in much higher regard then an appearance in noonecares.com.
Be vocal and approachable to content online. Comment on articles related to your business sector. Share content on social media platforms. This approach will help spread the word about your business and in turn help your website get identified.
The above list is by no means exhaustive, but it is a good start in making sure you don’t fall fowl to the “build it and they will come” philosophy. Take this list as a good head start to off-page SEO, because as Google gets smarter, off-page SEO will play an ever more important role in directing users back to your site.
If you have a great website, and would like other people to see how great it is, let us know.
- 23 Jul
SharpSpring recently announced the launch of their Visual Workflow builder. The new feature intends to make the process for creating workflows easier and brings it in line with the likes of Pardot...
- 17 Jul
Malcolm Gladwell, in his book Blink, argues that the lengthy procrastination that often takes place in decision-making is ‘post self-justification’, because we actually make up our minds pretty...
- 23 Jun
A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...
- 17 May
Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...
- 24 Apr
For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...
- 19 Apr
Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...
- 24 Mar
So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...
- 23 Feb
With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...
- 14 Feb
Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...
- 08 Feb
If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....