A brief explanation into off-page SEO, detailing what activity is now being recognised and rewarded by search engines and what is old hat.

1. Understanding Off-Page SEO

2. Content
Introduction
Key Elements to SEO
Summary

3. Introduction
Search engines have become our prime resource for individuals searching for a business,
product, service, person or information. Over the years, people have changed their
purchasing habits both in their personal and business lives. For many the internet has
become like a third arm and as our dependence on it continues to grow, so does its
power.
What does this mean for businesses? It means accessibility is key, as the internet
reliance consumes us, the importance of being found for businesses increases. Every
business needs to adapt and embrace the client searching landscape, particularly B2B
companies who lag behind their B2C counterparts.
Businesses no longer need to spend thousands of pounds on advertising , invest in large
sales teams, conduct a mirage of meetings. Every business with a website has the
potential to get found by more clients online through search engine optimisation (SEO)
and inbound marketing.

4. Introduction
SEO
On-page Off-page
On-page SEO are all the factors taken
into consideration within your
website which attribute to your
search engine results page (SERP).
Off-page SEO are all the factors taken
into consideration outside of your
website which attribute to your SERP.

5. Search Engine Result Pages
Last year, marketers focused on strategising
which keywords to place across their web
presence in order to increase their SERP. We
witnessed a multitude of companies proclaiming
to propel businsesses onto the first page of
Google by using a multitude of techniques.
But the landscape of SEO has evolved, with
relentless changes by Google, its search algorithm
has taken us into a different direction. And whilst
keywords, links, meta descriptions remain
important they now contribute a smaller
proportion to the key ingredients of SERP.
25%
75%
On-page
Off-page
Previous focus on keyword, content and website structure, known as on-page SEO only
accounts 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 into
off-page SEO.

6. What is off-page SEO?
Off-page SEO is all the activity away from your website but still online. The
objective is to establish an authorative image, creating trust and confidence to
enhance your reputation.
Historically off-page SEO was defined through the quality, relevance and quantity
of links from other websites to your website and thus influenced your search
results ranking. In essence, off-page SEO was simply link building, but not
anymore.
Search engine ranking for off-page activity has now changed and although links
remain important and a vital ingredient, other factors are now contributing to off-
page SEO. Search engines are scanning the internet looking for conversations
people are having about your brand or businesses. The net has been cast far
wider, once again rewarding the authenticity of brand and genuine awareness.
.

7. Content
Introduction
Key Elements to SEO
Summary

8. Key Elements of Off-Page SEO
Links
Content
Co
Marketing
PR
Social
Media
Key Elements to Off-Page SEO

9. Links
Links
Link building is essentially the practice of building inbound links to
help give your website authority. Link building remains at the very core
of SERP but unlike the previous regime, focus on high-quality original
content which provides value to the audience is recognised and
rewarded accordingly.
Common previous tactics included obtaining links through free directories, which,
search engines no longer recognise, nor do they favour paid links or blogs dissected
to create multiple links.
Dissimilar to previous link building techniques, this approach takes time but the
rewards 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 your
website as well as reaching a new audience. Guest blogging is becoming increasingly
popular and is well worth investing some time into researching possibly options.

10. Content
Content
Content remains king for off-page SEO, with ‘content marketing’ being
one of the top priorities for marketing professionals this year.
Whether the content is for a blog, an affiliate partner, an associated
industry website or PR focused, your aim should be to create unique
interesting content that you are proud of.
As well as inserting links into your website, the more shares you obtain, the more the
search engines will recognise them and rank you accordingly for the ‘online
conversations. So, how do you create unique and interesting content? Think about
your 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 or
an 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 of
advocates, who will follow and share your content and of course search engines will
reward you.
ContentEngaging
Useful
Current
Interesting
Unique

11. Co-Marketing
Co
Marketing
Co-marketing is a partnership between two or more companies in
which they jointly market and share each other’s content. It’s an
effective method of reaching another audience and utilising their
social networks.
Of course it also increases both your links, and hopefully escalates your online
presence 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 an
appropriate co-marketing partner is vital. So, where do you start? A good starting
point is to detail every associated company or professional body linked to your
business.
Think outside the box, be creative in your approach, consider your clients and
suppliers. The next step is a strategy which you can propose to them, so you’ll need
to consider content, what’s relevant and distinctive, what can you exclusively provide
for them and how can you help them.
Co
Marketing
Associations
Partners
Industry
Bodies

12. PR
PR
PR is an excellent vehicle to distribute content and is an ideal
accomplice to compliment off-page SEO. A well planned off-page SEO
strategy must include PR in order to promote genuine ethical dialogue
to 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, how
can you provoke engagement. Remember your objective for off-page SEO is both
building up a portfolio of links but also encouraging ‘shares’, people will only share
valuable and interesting content.
Opinion
Foresight
DebateTrends
Valuable

13. Social Media
Social
Media
Social media is now very much on the radar of search engines.
Perhaps in the past little thought has been given to the potential of
social media, seen by many as more appropriate for consumer brands
rather than businesses.
But the goal posts have moved significantly and now social media is being proclaimed
as an authentic communication channel, its transparency rewards genuine brands
and businesses.
More than any other marketing channel, considerable thought and planning must
underpin a social media strategy. A cohesive approach rippled with creativity holds
an abundance of potential that can reach beyond the boundaries of most marketing
campaigns. Learn the secrets to social media planning in our guide The SEO Effects
from Social Media.
Social Media

14. Content
Introduction
Key Elements to SEO
Summary

15. Summary
As we continue to live in a time precious society, our dependence on the internet will
grow, as too will our obsession with accessibility, purchasing ‘on the go’ with our
mobiles, culminating the internet into the most powerful sales and marketing tool
that 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 the
entwinement of social media and SEO. But one thing is abundantly clear, adaptation
to the searching landscape means an holistic approach to everything online.
Businesses need to review and react accordingly, otherwise they’ll fade into oblivion.

16. Sales & Marketing
1980s
Direct
Mail
Adverts
Trade
Show
Sales
Rep
Cold
Calling
Direct
Mail
LinkedIn
Social
Media
E-shots
Trade
Shows
Sales
Rep
Virtual
Events
Blogs
PR
Online
Adverts
Mobile
Marketing
2013
On-page
SEO
Off-page
SEOOnline
Video
Slide
Share
Animated
Videos
Facebook
Which era are you
really operating in?
Links Content
Marketing

17. www.studio10design.co.uk
email - claire@studio10design.co.uk
Mobile - 07554 661927
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