IntroductionSearch engines have become our prime resource for individuals searching for a business,product, service, person or information. Over the years, people have changed theirpurchasing habits both in their personal and business lives. For many the internet hasbecome like a third arm and as our dependence on it continues to grow, so does itspower.What does this mean for businesses? It means accessibility is key, as the internetreliance consumes us, the importance of being found for businesses increases. Everybusiness needs to adapt and embrace the client searching landscape, particularly B2Bcompanies who lag behind their B2C counterparts.Businesses no longer need to spend thousands of pounds on advertising , invest in largesales teams, conduct a mirage of meetings. Every business with a website has thepotential to get found by more clients online through search engine optimisation (SEO)and inbound marketing.
IntroductionSEOOn-page Off-pageOn-page SEO are all the factors takeninto consideration within yourwebsite which attribute to yoursearch engine results page (SERP).Off-page SEO are all the factors takeninto consideration outside of yourwebsite which attribute to your SERP.
Search Engine Result PagesLast year, marketers focused on strategisingwhich keywords to place across their webpresence in order to increase their SERP. Wewitnessed a multitude of companies proclaimingto propel businsesses onto the first page ofGoogle by using a multitude of techniques.But the landscape of SEO has evolved, withrelentless changes by Google, its search algorithmhas taken us into a different direction. And whilstkeywords, links, meta descriptions remainimportant they now contribute a smallerproportion to the key ingredients of SERP.25%75%On-pageOff-pagePrevious focus on keyword, content and website structure, known as on-page SEO onlyaccounts for 25% of what actually impacts your position in SERP.The other 75% is made up of compelling content, news updates, blogs, co-marketing,social media, link building and PR, this guide aims to provide you with some insight intooff-page SEO.
What is off-page SEO?Off-page SEO is all the activity away from your website but still online. Theobjective is to establish an authorative image, creating trust and confidence toenhance your reputation.Historically off-page SEO was defined through the quality, relevance and quantityof links from other websites to your website and thus influenced your searchresults ranking. In essence, off-page SEO was simply link building, but notanymore.Search engine ranking for off-page activity has now changed and although linksremain important and a vital ingredient, other factors are now contributing to off-page SEO. Search engines are scanning the internet looking for conversationspeople are having about your brand or businesses. The net has been cast farwider, once again rewarding the authenticity of brand and genuine awareness..
Key Elements of Off-Page SEOLinksContentCoMarketingPRSocialMediaKey Elements to Off-Page SEO
LinksLinksLink building is essentially the practice of building inbound links tohelp give your website authority. Link building remains at the very coreof SERP but unlike the previous regime, focus on high-quality originalcontent which provides value to the audience is recognised andrewarded accordingly.Common previous tactics included obtaining links through free directories, which,search engines no longer recognise, nor do they favour paid links or blogs dissectedto create multiple links.Dissimilar to previous link building techniques, this approach takes time but therewards will harvest longevity and safeguard against future search engine algorithms,as authoritative and well managed websites.Creating content for other associated websites provides a relevant link back to yourwebsite as well as reaching a new audience. Guest blogging is becoming increasinglypopular and is well worth investing some time into researching possibly options.
ContentContentContent remains king for off-page SEO, with ‘content marketing’ beingone of the top priorities for marketing professionals this year.Whether the content is for a blog, an affiliate partner, an associatedindustry website or PR focused, your aim should be to create uniqueinteresting content that you are proud of.As well as inserting links into your website, the more shares you obtain, the more thesearch engines will recognise them and rank you accordingly for the ‘onlineconversations. So, how do you create unique and interesting content? Think aboutyour target audience, what are their problems, how can you solve them? Be creative,don’t delve straight into writing, take the time to brainstorm, think about a theme oran analogy that hasn’t been drawn before. Review what data or statistics you have –is it unique, will it be of interest? Creating compelling content will build a group ofadvocates, who will follow and share your content and of course search engines willreward you.ContentEngagingUsefulCurrentInterestingUnique
Co-MarketingCoMarketingCo-marketing is a partnership between two or more companies inwhich they jointly market and share each other’s content. It’s aneffective method of reaching another audience and utilising theirsocial networks.Of course it also increases both your links, and hopefully escalates your onlinepresence through conversations, which as we all know search engines now rank.Obviously the content needs to be relevant but so does the audience, so choosing anappropriate co-marketing partner is vital. So, where do you start? A good startingpoint is to detail every associated company or professional body linked to yourbusiness.Think outside the box, be creative in your approach, consider your clients andsuppliers. The next step is a strategy which you can propose to them, so you’ll needto consider content, what’s relevant and distinctive, what can you exclusively providefor them and how can you help them.CoMarketingAssociationsPartnersIndustryBodies
PRPRPR is an excellent vehicle to distribute content and is an idealaccomplice to compliment off-page SEO. A well planned off-page SEOstrategy must include PR in order to promote genuine ethical dialogueto improve organic search engine results.Again, think creative. PR is not just about announcements it should be about opinion,foresight and an ignition for debate. Once again, the key to a successful strategy is,knowing your target audience, what will interest them, what is concerning them, howcan you provoke engagement. Remember your objective for off-page SEO is bothbuilding up a portfolio of links but also encouraging ‘shares’, people will only sharevaluable and interesting content.OpinionForesightDebateTrendsValuable
Social MediaSocialMediaSocial media is now very much on the radar of search engines.Perhaps in the past little thought has been given to the potential ofsocial media, seen by many as more appropriate for consumer brandsrather than businesses.But the goal posts have moved significantly and now social media is being proclaimedas an authentic communication channel, its transparency rewards genuine brandsand businesses.More than any other marketing channel, considerable thought and planning mustunderpin a social media strategy. A cohesive approach rippled with creativity holdsan abundance of potential that can reach beyond the boundaries of most marketingcampaigns. Learn the secrets to social media planning in our guide The SEO Effectsfrom Social Media.Social Media
SummaryAs we continue to live in a time precious society, our dependence on the internet willgrow, as too will our obsession with accessibility, purchasing ‘on the go’ with ourmobiles, culminating the internet into the most powerful sales and marketing toolthat continues to yield our reliance.How are you utilising this sales and marketing channel?How are you nurturing your prospective buyers?Are you still operating the old traditional one dimensional website?Still not sure how to approach social media?Search engine algorithms will no doubt continue to evolve, together with theentwinement of social media and SEO. But one thing is abundantly clear, adaptationto the searching landscape means an holistic approach to everything online.Businesses need to review and react accordingly, otherwise they’ll fade into oblivion.
Sales & Marketing1980sDirectMailAdvertsTradeShowSalesRepColdCallingDirectMailLinkedInSocialMediaE-shotsTradeShowsSalesRepVirtualEventsBlogsPROnlineAdvertsMobileMarketing2013On-pageSEOOff-pageSEOOnlineVideoSlideShareAnimatedVideosFacebookWhich era are youreally operating in?Links ContentMarketing
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