Digital marketing in itself has many aspects that require professionals from a variety of fields. Each person plays a role in ensuring that the team works efficiently and effectively and their combined talent is what will shape your business’ digital marketing success. Based on your goals, your team should be able to identify the important…
Off-page optimisation refers to a growing number of practises which influence how a web page is valued to search engines. It is a vital core aspect of search engine optimisation which can make or break a website. Specifically, it refers to factors that a search engine’s algorithm takes into consideration which are outside of the web page.
Gone are the days when you can simply get a bunch of other websites to point links to your own to obtain notoriety. Off-page optimisation is the culmination of decades of research and improving how search engines index the Internet and how they serve search results to your device. Search engines often adjust their algorithms, thus the factors they use and the importance of those factors is constantly changing.
To obtain a prominent position in search results it is important to invest significant time in building a presence outside of the website being optimised. Social media has become one of the best ways to improve SEO performance by building a relevant audience and sharing insightful and unique content to that audience. Search engines scour major social media channels to gauge how strong of a following a brand has and to vet the content being produced online based on how social users interact with the content.
Outside of social media, search engines also look at online reviews, earned media, and how different web pages are shared online. Getting content in front of outside audiences through earned means can significantly impact how that content does in search results. For example, a web page that is linked to as an authoritative source by a major news outlet will fare much better than a web page that does not have that mention.