Off-page SEO is the act of optimizing your brand’s online and offline footprint through the use of content, relationships, and links to create an optimal experience for prospects and search engine crawl bots. It typically leads to gradual increases in positive brand mentions, search rankings, traffic to your site, and conversions.
Well, for the attorney seated in front of me in my kid’s elementary school lunchroom, I might as well have just told him the earth is flat.
“That makes no sense to me,” he said, pushing his chin forward and tilting his head, as if waiting for me to admit that I was pulling his leg. “You mean, there’s all this stuff [an SEO] does on my site? And there is stuff that we — me, my team and [the SEO] — should be doing off our site as well? That’s like telling me, ‘It’s not enough that you live and pay for a nice house in a gated community. You also need to guard the gate to the community and pick up trash along the road leading up to your driveway.'”
His example could not have been more apt.
“Not caring about off-site SEO is like having that great house in the gated community, but none of your friends want to visit because they’ve heard from others that it smells like vomit on the inside, and no one they talk to can either confirm or deny it.”
I continued: “It’s not enough to only care about your website/brand or your house/neighborhood; you must always be working to enhance its reputation to ensure others will desire to visit/learn more about it.”
He saw the light.
“So basically we do off-site SEO to ensure the work we do onsite and as a brand are most effective?” he asked.
What off-page SEO is and why your brand cannot afford to ignore it
In the SEO world, we don’t need to be convinced of the