Jumping off-page, SEO style

Last lesson we talked about shining up your website with some SEO love. Now we’re going to further extend that with off-page SEO.

Off-page SEO is really just a fancy pants way of having links to your site and other places for people to discover you that link to the website you have.

Off page SEO is about giving yourself the opportunity to boost your rankings by proving that you are an active part of the overall web community, that others endorse your services, and that you are a proud and legitimate business. This is done through looking for ways to promote your site in other places on the internet through back links. The bonus to off page SEO techniques like back linking is not only helps your SEO when people are browsing, it also operates as another exposure point for new customers.

Back links are really important. Getting the right kind of back links is even more so. Choosing reputable places to have your business information shared is part of the process. You can’t simply add your details to any old directory. You need to think about the places your customers may use and respect.

A word of caution: Never pay for a back link or a directory submission. Google deems these sorts of situations as ‘black hat’ and will punish your site. Only ever connect up with sites you trust and that your customers will trust.

You can improve on your back links in the following ways:

1. List your business on reputable sites

Some everyday sites you could consider listing your business include-

• Google Places for Business

• Bing Business Portal

• Yelp for Business Owners

• Yahoo Local

• Hotfrog

• Yellow Pages/White Pages

• Foursquare

• True Local

You could also consider freelance specialist sites such as:

• Creative Foyer

• Arts Hub

• Marketing Magazine Australia

• Flying Solo

• The Loop

And any specific websites that cover your niche.
Exercise:

• Make a list of websites where you could list your website, free and paid

• Incorporate a Google search for directories and websites under keywords you would like to rank for

• Write a short description you can use

• Link to the ones that seem most appropriate

1. Use social media as a distribution channel

Social media is deemed an in-direct ranking factor in that there’s no specific evidence to say that a particular Google update favours social media content. However, social media is one of the highest drivers for web page consumption on a page and site level. The more hits received, the better your rankings will be.

Google of course runs its own social media product in GooglePlus, and while they have removed the authorship requirement, they still favour their own social media platform in search results, especially when tags are used. They have also entered into a deal with Twitter to offer the same kind of transparency. Therefore, using keywords within your social media descriptions and hashtags (#) vastly improve your visibility.

The aim is to use social media as a means to draw people back to your website while building a position of authority in the community.

Exercise:

• Review your social media

• Consider incorporating keywords into your bios

• Think of ways you can reaffirm these keywords with the information, articles, blogs and tips you share

1. Consider content curation on a channel level

If you don’t have enough time to blog regularly, you could consider setting up a curation channel. Sites like Paper.li and Scoop.it allow you the ability to collect the articles, opinions and information you find on other sites and share them with like minded people. Your collections can then invite conversation and commentary from your audience.

A great way to cut down the blog load is to use curation and write a monthly overview of the highlighted articles you have collected on your curation feeds, encouraging people to join the conversation there.

1. Guest blogging and article writing

Help increase your opportunities for off page SEO, establish yourself as an authority in the marketplace and make friends while you do it through guest blogging. The simplest way is to make a list of the blogs you would like to write for and the sort of article you think they would like and approach them with your idea. This could include swapping blogs with other businesses servicing your target audience, writing for publications within your target industries.

Exercise:

• Write a list of publications for guest blogging

• Write a list of freelancers and businesses to write for

• Check to see if they have submission guidelines and make contact

• Pitch a blog idea for my website www.unashamedlycreative.com.au

1. Look for opportunities to be interviewed

Places like Sourcebottle regularly have call outs for expert opinions on all kinds of small business aspects (client side) and freelance life (your side). You can also set up alerts via Google to see if other situations arrive via call outs, blogs and other media.

1. Link Exchange

An easy way to build quality back links and gain some for your business is to have a ‘friends of’ page or ‘we love’ blog on your website. You can list suppliers, local businesses (especially important with localisation), businesses you have associations with etc that demonstrate you are proactive about the scene and have a wide support network. Follow up the link with a cheery email to let the business know and watch the back link love roll in.

1. Make comments on sites

Spend time commenting on articles, blogs and forums you like and don’t forget to include your website URL and social media details so people who agree with your ideas can find you. It also shows you are an active and vocal supporter of your industry. And demonstrates you are knowledgeable on a particularly subject, too.

1. Make use of social bookmarking

This is particularly relevant for any long life or evergreen blogs you create. You can add your content to online bookmarking services such as Digg, StumbleUpon, Delicious and Reddit which in turn gives you the opportunity to connect up with like minded people. With many of the sites, you can also write keyword rich descriptions (including your local details) not only assist with the search process it also brings you local traffic.

NOTE: Many of these sites are USA/UK heavy; however they will assist with your search results on a local level if you gain traffic and positive social shares overall.

1. Aim for cross links

If you are knowledgeable in a particular field, don’t be afraid to publish research. Other internet users will gladly give a link to information to prove their findings and ideas. Services like Survey Monkey (https://www.surveymonkey.com/) make creating the surveys and collecting the data very simple.

Surveys can also give you an excuse to gain new email addresses and highlight your commitment to your craft. You can also angle it towards drawing in more small business work by capturing the pain points and showing they are not alone.

1. Ask for Online Testimonials

Get into the habit of asking your clients to provide testimonials at places like Google Places, LinkedIn and www.Yelp.com.au - These star ratings and written reviews do a lot to prop up your SEO and also give potential new customers the opportunity to easily see you offer quality services.

Exercise:

• Write a wrap up email for your clients, asking for a testimonial

1. Use Gumtree and similar classifieds

Advertising on Gumtree and similar industry classified sites online (ArtsHub, Creative Foyer, Flying Solo, Small Biz Magazine etc) can have an effect on positive off page SEO. Just make sure your ad has keyword rich information, a clever call to action and a clickable link included.

1. Experiment with Google AdWords

Google AdWords can really help your new copy get an early boost in the rankings as well as improving your rankings overall. As part of the Google search network, Google AdWords can really help kick start and give pep to a refreshed website.

If you want to learn a lot about Adwords, I highly recommend the blogs and training supplied by Melinda Samson at Click Winning Content.

1. Answer questions

By setting yourself up with a profile on LinkedIn, Quora and Ask.com, you can use keywords to highlight you as a professional and join in active questions your potential customers may be asking about your services. You can ask your own questions to establish research and break the ice, as well as help people with questions they may have. And the great thing is you can localize your experiences with LinkedIn and Quora so that you are building this sharing of information with people local to you. Quora particularly has the ear of the Australian startup scene if you wish to crack that market.

The final word on back links
Look for opportunities to make connections and share your presence with like minded businesses. Think about what would attract your clients and where they go. Think about having a presence with your peers, too.

Revisit some of the places I mentioned at the beginning of the trek to see what works for you.