What Is Offsite Optimization in SEO?
Offsite optimization is just as important as onsite optimization in SEO.
Last week, we talked about the importance of onsite optimization as it relates to search engine optimization (SEO). SEO, of course, is a combination of different tactics that, working together, can help your website and individual webpages rank higher in Google search engine results pages (SERPs) and the SERPs of other search engines.
Onsite optimization includes direct changes and additions to your website, such as mobile optimization, technical optimization, and the ongoing development of onsite content. But what about offsite optimization?
Offsite Optimization in a Nutshell
Google prioritizes rankings based on relevance and authority. Relevance refers to the topic of the content in question; in other words, Google wants to answer your questions and show you the products you actually want to see.
In terms of authority, Google wants to show you the content that seems the most trustworthy. Onsite optimization tactics can build your authority, but you won’t get far without offsite optimization.
Offsite optimization is designed to boost your authority more significantly and more naturally, so your most-relevant content has a much better chance of ranking.
Link Building: the Key to Offsite Optimization
Everything in offsite optimization revolves around link building, the strategic practice of building or earning more links pointing to your content. Though this is a bit of an oversimplification, the more links you have and the better-quality those links are, the higher your content is going to rank.
Of course, Google works hard to weed out people who are intentionally manipulating their rankings with spammy or irrelevant links, so practicing link building is nuanced in the modern era.
Most practitioners build links by creating high-quality offsite content that links back to the work on their site, often citing a statistic or a piece of original research. As long as the link is natural and valuable to readers, it should remain up indefinitely. The higher the authority of the site that hosts the link, the more value you’ll get from it—but the harder it will be to get your work featured as guest content.
Offsite optimization is a complex strategy, with far more to consider than what we covered in this brief introductory guide. If you’re interested in more information, contact us for a free consultation today!