Any digital strategy should include search engine optimization (or SEO). No matter how small or large a business is, their website must not only represent them digitally but also draw in new and existing customers. SEO is not a one-off solution . It is an ongoing process. SEO is not only about what you do on your website, but also what happens offline.
All your efforts in digital marketing will lead customers to your site. In a nutshell, onsite SEO assists search engines to identify your website as relevant to a search query. Offsite SEO encourages visitors to visit your site via other sources. Both onsite SEO and offsite SEO are essential and should be combined. When done correctly, offsite SEO can enhance your onsite SEO and vice versa.
Offsite SEO is often about attracting traffic from external sources. There are many ways to do this. The most powerful form of offsite SEO is linking to your site. Search engines view every external link to your site as a “yes vote”. Search engines view every link or yes vote that you have to your site as a “yes vote”. The more links your site has, the more relevant it is and the higher your site will appear in search engine results. Inbound links are a sign that your content is most relevant and likely to answer a query. Search engines only want the best content to rank at the top of search results. Trusted and relevant websites have the best links. Natural editorial links from other sites, such as blogs, are the most effective. Working with industry influencers who have high traffic can increase your site’s through traffic and make a big difference in search engine rankings.
Offsite SEO is not complete without social media. Your content will be seen by more people. Social media can allow you to share it in new ways and engage with your audience. You can share great content across multiple platforms to get new and existing customers to notice you and to respond. You have the ability to link to your blog, product, or service pages by tweeting, updating, or posting. Use social media to share relevant links within your content. This will encourage your audience to visit your site, and hopefully engage. It is also a positive signal for search engines that your website is relevant.
Offsite SEO doesn’t have to be limited to the digital realm. Your brand should be reinforced by every interaction your audience makes in the real world with your products or services. Customers who have had a positive experience with your products and services offline can be more likely to visit your site to learn more about you.