Posts in SEO

SEO Basics: Everything You Need To Know About Off-Page SEO

August 14, 2020 Posted by Digital Marketing, SEO 0 thoughts on “SEO Basics: Everything You Need To Know About Off-Page SEO”

In our previous article, we mentioned the most common On-Page SEO activities that you need to do before you go ahead with Off-Page SEO. Now that you have performed all On-Page SEO tasks and your website is all primed and ready to go, it’s time to have a look at what you can and should be doing for your website as Off-Page SEO activity. What is Off-Page SEO after all? It sums up all the activities and tasks you perform away from your website with the ultimate goal of getting your website to rank higher in the search results.

According to Dr Peter Meyers (Moz), website owners spend about 30% of their time on Off-Page SEO activities. Of course, content plays a crucial role in your Off-Page SEO strategy and while there are many techniques that you can use and should experiment with in order to find your sweet spot, here are a few of the most popular Off-Page elements you can consider approaching when it comes to Off-Page SEO:

Link Building  

Many might associate Off-Page SEO with link building and while this is an essential element of any Off-Page SEO strategy, there are other factors that will have an impact on your website’s ranking. However, still a crucial factor for your SEO success, link building is what will get Google’s attention. Without links pointing back to your website, search engines can’t really determine whether your content is valuable, meaning they don’t really have enough information to give you a high ranking position, even though you might have lots of useful online content. 

It might not seem that obvious, however, with link building, it all starts with your internal pages. It is important to optimise your internal pages as the first step before going ahead with your link building strategy. “Site owners are often tempted to skip initial preparations for link building. But it’s important that you give this top priority, because preparing a site will ensure that you’re mindful of the links you sent to them.” (Neil Patel, The Ultimate Guide to Off-Page SEO)

One of the most important aspects of link building is that you should build and chase quality links. There are three types of links you need to be aware of:

Natural Links 

Also referred to as “editorial links”, these are the ideal links that any SEO professional is hoping to get. You don’t need to ask for them, natural links come as a result of great content and industry knowledge on the topic you’ve chosen to write about. When someone links back to your website because they want to share it in their content, that is an example of a natural link. 

Manually Built Links

Probably one of the most common link building tactics, manually built links are the ones you ask for by reaching out to bloggers, influencers, website owners or other individuals within your industry. Having great, educational content that adds value to your audience is a great way to make sure that your links are worth sharing by other people. 

Self-Created Links 

Frown upon and generally seen as black-hat SEO, self-created links are used to trick the search engines into determining that your link is valuable, when in reality, it’s not. Nowadays, SEO specialists avoid this completely as new algorithms are penalising these practices and will make it even harder in the future to do link building. 

According to Moz, a few examples of self-created links may be:

  • Blog comments that are not moderated
  • Press releases with optimized anchor text
  • Article directories
  • Guest post signatures
  • Advertorials
  • Embeddable widgets
  • Infographic embeds
  • User profile pages
  • Guestbooks
  • Forum signatures
  • Directories that are not moderated

Being a Guest Author

In the digital space, it’s likely that there are many blogs and websites out there that specialise in your field and there’s also a high chance they’re open to people contributing as guest authors. This is your chance to publish relevant and engaging content while building high-quality links for your business. You can find high-ranking websites that you think are appropriate for your content and reach out to them to suggest a guest blog on their platform. 

Find Broken Links 

A great technique suggested by the Digital Marketing Institute is to scour blogs (particularly influencer blogs) in your field for broken links, and then suggest replacing the broken link with content you’ve written on the same subject.

Keywords

Probably the second most popular term when talking about SEO, keywords play a crucial role in the organic traffic you are getting to your website as the keywords you associate your website’s content with should reflect the search queries, the words people type on Google or other search engines to find what they’re looking for. 

Keywords shouldn’t be just the words or short phrases you’re targeting, but they should also be part of your content so make sure you include your main keywords in the article, infographics, other digital assets you are publishing on your website. You can also look at working your primary keyword into your URL, an H1 tag on the page, the meta description, and alt attributes of images on the page; all of these places will help clue search engines in on what your content is really about.

They’re usually split into two categories:

Head Keywords – These can be popular search keywords that have a lot of search volume because they represent a broad topic or a well-known concept.

Long-tail Keywords – These are usually more specific and longer keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase or when they’re using voice search

Domain Authority

Also known as DA, the domain authority represents the search engine ranking score that ultimately influences and predicts how high your website will rank on SERPs results. Ranging from 1 to 100, the higher the score, the better chance of ranking high on search engine result pages. 

A large number of high-quality external links will help you increase your DA score, however, it’s quite difficult to influence your DA directly. This consists of a mix of metrics, as well as link data and together, they will determine your authority score. This was done intentionally; this metric is meant to approximate how competitive a given site is in Google search results. Since Google takes a lot of factors into account, a metric that tries to calculate it must incorporate a lot of factors as well. (Moz) 

Social Media Engagement

We often don’t realise just how much other marketing activities influence SEO and social media is definitely one of them. Engaging on social media with other accounts and getting people to connect with you and share links of your website, as well as redirect their followers to one of your links is a great technique to help your website rank higher on SERPs as all of this engagement adds more value to your online content. 

Videos and Static Visuals 

Believe it or not, videos, as well as images are considered SEO elements as well and it is important to integrate them into your content in order to maximise your results. You can then submit backlinked content to various sharing sites, including image, audio, and video sharing sites.

All in all, SEO can turn out to be an amazing marketing tool for you to grow your business, drive more organic traffic to your website and raise more brand awareness while providing your audience with great content that really adds value to them. This will boost your credibility as a company and will increase your chances of getting new customers. 

Do you feel like you could benefit from SEO activities but aren’t sure how to develop an effective SEO strategy? Luckily, we can help you with that, get in touch with us at hello@socialgamma.com and we can start creating an in-depth SEO strategy that will help you achieve your goals. 

On-Page SEO

SEO Basics: Everything You Need To Know About On-Page SEO

July 31, 2020 Posted by Digital Marketing, SEO 0 thoughts on “SEO Basics: Everything You Need To Know About On-Page SEO”

By now, most people have heard of SEO regardless of their industry, department or company size. But what is the actual marketing impact of SEO and how can you use it as a tool to promote and grow your business? Let’s take a look at what SEO stands for and how marketers around the world use it to promote their clients.

SEO (Search Engine Optimisation) is the process of driving traffic to your website with the help of all of your organic online content (blogs, articles, social media content etc.). However, be aware that it is not just any content that will increase your website’s traffic; it is crucial that it is optimised specifically for SEO in order to maximise results. SEO entails optimising all of your digital assets, such as your website, your social media, website content, etc. for search engines. 

Okay, but do you REALLY need it?

Why can’t I just run paid advertising campaigns to increase conversions? Well, you can choose to split your marketing budget in any way you want and feel free to experiment with different marketing strategies until you find the sweet spot. However, the reason that SEO might be a better choice is that, with SEO, individuals have already shown an interest in a particular product or service. With online advertising campaigns, you are targeting people based on different strategies such as retargeting or lookalike audiences with the goal of persuading them to purchase your product. But you don’t need to do that with SEO because people are already looking for a specific product or service – you just need to make sure that yours comes first on the search engine results. 

Becoming increasingly popular by the year, SEO is a very effective way to fulfil your marketing goals, whether that is brand awareness or conversions as it’s been found that most people will never look further than the first page on Google. Imagine you are an organic tea brand in London. What if every time someone typed in “organic tea London” into Google, your brand would pop up first? That would have a dramatic impact on your sales, as well as your brand awareness. Even better, this could help you tremendously with your online advertising campaigns too. You now have an audience that you know have enquired about your product or are likely to recognise your brand in the online environment. It will give you an advantage when it comes to targeting different audiences and increase your chances of generating sales. 

Where do you start?

The two main types of SEO that you will be introduced to are On-Page SEO and Off-Page SEO. When thinking about search engine optimisation, most of us think of link building and complicated keywords strategies. While all of these elements are, of course, crucial to SEO, On-Page SEO serves only as a foundation for everything else that you implement later as part of your optimisation strategy. As most content will be published on your website, it makes a lot of sense to start with the website itself. Your On-Page SEO is a primer of the Off-Page SEO activities and you want to get it right. So, is your website optimised? 

On-Page SEO 

URLs 

Your URL structure is important not only for SEO but also for tracking purposes. Ensuring you have a clearly defined and segmented URL structure will give you a better understanding of what performs well and what is not working so well on your website. 

From an SEO standpoint, you want to keep your URLs short and concise for best results and remember to include relevant keywords wherever applicable. 

Sitemap

Another important On-Page element that you need to consider when performing On-Page SEO activities is your sitemap. This is (quite literally) a map or a blueprint of your website. Why would this be relevant for SEO? Well, it helps Google or other search engines to find, index or crawl your website’s content. By letting the search engines know which pages of your website are the most important, it will help to optimise your website and prime it for Off-Page activities. 

Title Tags 

While we’ve learned in recent years that your website content must include keywords and be SEO-friendly, placing these keywords in the titles of your website is probably still one of the most impactful positions. 

The length of a title tag that Google will show will vary (it’s based on pixels, not character counts) but in general 55-60 characters is a good rule of thumb here.” (Demers T., 2020) 

Meta Descriptions 

Although you might be unsure what a meta description is, I guarantee that you see meta descriptions every time you search the web. 

The meta description is, put simply, a 160 character snippet of your website’s content. It’s used by search engines to let viewers know a bit about what they are going to find on a certain link before they actually visit the website. Seeing as many of us read the meta description before we enter a website, this is a crucial element for optimising your website. 

Alt Text 

It is highly likely that you have images on your website, whether they are in your blog posts, the home page, product or service pages, price lists, etc. Believe it or not, all of the images on your website are relevant for SEO. Since these are recognised as content by search engines, it’s essential to tag these pictures with relevant keywords in order to make it easier for Google or other search engines to find and push your website higher in the search results. 

“For example, if you have pictures of a customized Superman water bottle on your article, then save the alt-text for the image as ‘customized superman water bottle’, and then that picture will pop up whenever that keyword is searched for.

60% of consumers are more likely to contact a business or visit a site when a relative image shows up in their search results.” (Patel A., 2020) 

HTTP vs HTTPS

“A protocol is that “http” or “https” preceding your domain name. Google recommends that all websites have a secure protocol (the “s” in “https” stands for “secure”). To ensure that your URLs are using the https:// protocol instead of http://, you must obtain an SSL (Secure Sockets Layer) certificate. SSL certificates are used to encrypt data.” (Muller B., Moz) 

Keep in mind that there are other elements that you should always check before starting Off-Page SEO activities, such as page speed, header response, redirects, fixing broken links, and even duplicate content as these are all key factors in your website’s health and they eventually will have an impact on your SEO efforts. 

Once your On-Page optimisation is complete, it’s time for you to develop your Off-Page SEO strategy and find out the perfect recipe for your brand in order to get more traffic to your website, rank higher in the search results and ultimately, grow your business. Next time, we are going to discuss everything you need to know about Off-Page SEO so make sure you come back to find out how you can start performing SEO tasks that will help you achieve your business goals. 

Are you thinking about investing some of your marketing budgets in SEO but you’re not sure where to start? Luckily for you, this is exactly what we do! As a digital marketing agency, we can help you with that, all you need to do is get in touch with us today at hello@socialgamma.com.