Off-Page SEO in 2020: The Complete Guide Boost Your Website

If you want to raise true brand awareness and drive massive organic traffic to your website, then you’re in need of some really effective off-page SEO practices. Big time. There’s little clear-cut and effective content across the Internet on what exactly digital marketers need to focus most of their resources, knowledge, and time on to drive organic traffic to their site from an off-site SEO point of view. That’s where the idea of writing a complete off-page SEO techniques checklist came from. Hope it’ll lend you a helping hand in your digital marketing endeavors.

Before we could even talk about off-page SEO, we should revise our knowledge on what SEO is in the first place. Although this might sound redundant (after all, this is how you landed on our blog, already knowing what SEO is and its very workings), we shall draw a quick picture of what SEO means today. Search engine optimization (SEO) stands for the entire cumulus of search marketing efforts meant to make websites and online presence stand out both in search engines’ and users’ eyes. SEO should make your brand shine in a sea of other brands, all fighting to get among the first position in SERPs. Furthermore, it seeks to satisfy users’ thirst for fresh, high-quality, relevant, and useful information.

SEO is an entirely different and exclusive language used by marketers and webmasters to communicate with the search engines. It’s a language bridge between humans and robots if you will. SEO rhymes with friendliness, credibility, authenticity, quality, transparency, fairness, optimization, variety and more. Also, SEO is divided into two main categories: on-page and off-page SEO. What Google asks, SEO strives to deliver.

What’s more, search engines, in general, take into account many factors when ranking a website: on-page SEO, off-page SEO, and other important Google-backed factors.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

On-page SEO techniques can refer to loads of things and practices, and it includes optimized titles and snippets, search-friendly URL structures, friendly navigation – breadcrumbs, user sitemaps -, internal links, text formatting – h1, h2, bold, etc -, user-friendly 404 pages, accelerated pages in terms of loading, mobile-optimized pages, high-quality fresh content, image optimization – image size, proper image names, ALT tag -, external links to relevant sites (not broken) etc.

Also read: On-Page SEO Guide: The Complete SEO Checklist For 2020

Off-page SEO refers to optimization activities you can do outside the boundaries of your website. Anything taking place outside of your website and contributing to your ranking is considered off-site SEO: social media marketing, influencer marketing, mentions (direct or indirect), guest blogging (sometimes black-hat), so on, so forth.

Also called off-site SEO, this type of search engine optimization gives search engines a glimpse as to how people and digital entities across the Globe and Internet read your website’s overall features. Off-page SEO rhymes with words like link building or promotion activities, yet the whole thing isn’t just about links, but about a whole lot more. We’ll expand on it a bit later on.

By deploying better off-page SEO techniques means you are trying to prove to your readers and search engines that your site is trustworthy, authentic, relevant, and could very well be popular in your industry. The benefits triggered by good off-page SEO tactics are multiple, but let’s name a few: increase in rankings, increase in PageRank, more visits, more social media mentions, and more visibility.

On-page is active doing, while off-page is somehow passive, as it comes AFTER you’ve worked hard to deliver quality and uniqueness. In terms of outcome, what happens off-page is more important and valuable than what’s on-page. Having a truly rich fresh content and a user-friendly website but no following, likes, share, mentions, or links across the web, is nonsense and futile.
However, the on-page SEO greatly influences the future of the off-page SEO. That’s why the end result has to be considered before starting an activity, not after you’ve already done it. Start with on-page first, and then jump to off-page SEO.

Search engines might change the way their algorithms work, or ranking factors might shift to new ones or follow a new order, but off-site SEO will still matter. Because businesses need thumbs up from readers, as well as linking fellows. The user perception of your own site worthiness and quality is of paramount importance to you. The key to winning them is to build the best product out there, not just another one on the market, and consequently, the off-page SEO would naturally do the work – people would talk about you because they are already converted or drawn to you.

Off-Page SEO in 2020

Without further ado, let’s get to the ultimate off-page SEO checklist and learn some lessons for future marketing strategies.

1. Link Building

Link building, simply put, is the process of getting other websites to link back to your website. All marketers and business owners should be interested in building links to drive referral traffic and increase their site's authority.

Why build links? Google's algorithms are complex and always evolving, but backlinks remain an important factor in how every search engine determines which sites rank for which keywords. Building links is one of the many tactics used in search engine optimization (SEO) because links are a signal to Google that your site is a quality resource worthy of citation. Therefore, sites with more backlinks tend to earn higher rankings.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

There's a right way and a wrong way, however, to build links to your site. If you care about the long-term viability of your site and business, you should only engage in natural linkbuilding, meaning, the process of earning links rather than buying them or otherwise achieving them through manipulative tactics (sometimes known as black-hat SEO, a practice that can get your site essentially banned from the search results).

That said, natural, organic link building is a difficult, time-consuming process. Not all links are created equal: A link from an authoratative website like the Wall Street Journal will have a greater impact on your rankings on the SERP than a link from a small or newly built website, but high-quality links are harder to come by.

This guide will teach you how to build quality links that improve your organic rankings without violating Google guidelines.

Remember, link building is imperative in achieving high organic search rankings.

Why Link Building Is Important for SEO

Link building is important because it is a major factor in how Google ranks web pages. Google notes that:

“In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.”

Imagine that we own a site promoting wind turbine equipment that we sell. We're competing with another wind turbine equipment manufacturer. One of the ranking factors Google will look at in determining how to rank our respective pages is link popularity.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

While the above example provides a general visual understanding of why link building is important, it's very basic. It omits key factors such as:

  • The trust and authority of the linking pages.
  • The SEO and content optimization of the respective sites.
  • The anchor text of the incoming links

The most important concept to understand is that, as Google says, you're more likely to have your content rank higher for keywords you're targeting if you can get external websites to link to your pages.

Link Building Strategies

There are a number of link building strategies used to get external websites to link to yours:

  • Content Creation & Promotion – Create compelling, unique, high-quality content that people will naturally want to reference and link to, and tell people about it. You have to spread the word before you can expect anyone to find your content and link to it!
  • Reviews & Mentions – Put your product, service, or site in front of influencers in your industry, such as popular bloggers or people with a large social media following.
  • Links from Friends & Partners – Ask people you know and people you work with to link to your site. Remember that relevance matters; links from sites that are in the same general industry or niche as your site will have more value than links from random, unrelated sites.

It can take a while to build a lot of links, but be patient, and remember that shortcuts like buying links are against Google's guidelines and can be devastating for your SEO. Don't take chances.

Build Links for Free with Internal Link Building

There's an easy, underrated way to build links to the pages you're attempting to improve search engine rankings for. And it's a method you have total control over: Internal link building.

In attempting to get a Web page to rank, there are a few key factors to consider:

  • Anchor Text – One of the most important things search engines take into account in ranking a page is the actual text a linking page uses to talk about your content. So if someone links to our Good Guys Wind Turbine Parts site with the text “wind turbine parts”, that will help us to rank highly for that keyword phrase, whereas if they had simply used text like “Good Guys LLC” to link to our site, we wouldn't enjoy the same ranking advantage for the phrase “wind turbine parts”.
  • Quality of the Linking Page – Another factor taken into account is the quality of the page that is sending the link; search engines allow links from high-quality, trusted pages to count more in boosting rankings than questionable pages and sites.
  • Page the Link is Aimed At – Many times, when people talk about your site they'll link to the home page. This makes it difficult for individual pages to achieve high rankings (because it's so difficult for them to generate their own link equity).

These are all elements we can't control in attempting to get other sites to link to us. We can, however, control all of these elements in linking to our own pages from our own content. We can:

  • Determine what anchor text to use.
  • Decide which page to point that anchor text at.
  • Ensure that the quality and content of the linking page is high (since it's our page!).

Building external links to your site is important, but in focusing more of your efforts on the optimization of these internal links you can build quality in-bound links with rich anchor text to the proper pages, which will provide you with an unparalelled ranking boost (for free!).

Internal Link Building Tools and Tips

So how do you go about building these great internal links? Well, you can set up a system for interlinking your pages in a few easy steps:

  • Keyword Research for Link Building – First, you need to utilize a keyword research tool to have numerous keywords suggested to you that are both relevant and popular.
  • Assign Keywords to Content – Next, you have to group your keywords strategically, creating a search-friendly information architecture.
  • Link Pages Using Targeted Anchor Text – The final step is to apply your keyword research to intelligent inter-linking; you do this by linking to content using the keywords you've discovered.

The execution of the third item is key. You need to be sure that you're linking to the right pages with the right anchor text. Here are a couple quick tips for carrying that out effectively:

Use Your Site Search

This one's pretty simple, and can be used for multiple purposes:

  • Finding pages on your site to link to a new page – When you create new content, you want to make sure you can search your site for mentions of similar keyword variations you might want to link to that page.
  • Finding a page that's been created to link to – Your site may have multiple content authors. In this case, you may have a vague idea that a page about “wind turbine rotors” has been created, but you don't know the page title or URL. In this case, you can either type the keyword into your site search to find the corresponding page, or use Google itself. To do this we'd simply type: “site: intitle:wind turbine rotors” into Google. This would return all of the pages containing that phrase that Google has indexed.

Create an Internal SEO Link Building Wire Frame

To do this, you simply need to map the keywords you'd like to target to the most logical pages. So, let's say we have three pages to choose from:


Since the turbine rotors page definitely seems to be the best fit for our “wind turbine rotors” keyword, we'll align that keyword with that page.

We can similarly match “wind turbine parts” and “wind turbine shaft” with the corresponding pages. In a spreadsheet, this might look something like this:

Off-Page SEO in 2020: The Complete Guide Boost Your Website

As you can see, each page is associated with mutiple keywords. By making this document available to all of your content writers, they can quickly see which pages are targeting which keywords; they can also instantly check your SEO wireframe to see which keywords have been targeted.

2. Social Media Power

The search industry is always abuzz about how social media can influence SEO. Social media SEO refers to how social media activities can boost your website’s organic traffic through search engines. It’s a topic that never gets old. The reason being simple: social media is important for SEO in more than one way. It not only makes your SEO activities effective but also lucrative. Yes, social media and SEO might look different, but there’s no doubt that they help each other.

However, contrary to popular belief, social media doesn’t directly contribute to SEO. In other words, social signals don’t directly help rank better. The links that you share on Twitter, Facebook and Pinterest may help your brand get more exposure, but they aren’t seen by Google as a ranking signal.

Now, here’s the thing: even though social media is not a ranking factor on a superficial level, it has significance if you look deeper. Indirectly, it does have a positive effect on a page’s ranking. So yes, there is a definite correlation between a site’s position in the SERPs and the number of social signals it has.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

Why Google Ignores Social Signals

Does Google crawl and index social media profiles/pages from Facebook, Twitter and LinkedIn? Of course it does. Does it view the content and the links published on them any different? No, it treats them like a regular HTML page of a website.

Coming to social signals, Google doesn’t take the number of social media shares or followers into consideration when ranking a web property. Because it would be too easy for anyone to cheat the system and have an undeserving site ranked higher than a deserving one.

Also, it’s important to note that social media shares happen 24/7. And they take place quicker than Google can catch up. Which makes it difficult for the search engine giant to crawl and keep track of them.

We do not know how much of data does Google has access to from the major “must-login” social media sites, and we’re not sure if they use it for ranking purposes. What we do know is social media plays an indirect role in helping people find your brand in the search engine results. And for now, that’s all that matters.

Reasons to Up Your Social Media

Search engine optimization is about gaining more visibility and getting more people to organically visit your website. Social media marketing on the other hand, is about making the most of social networks and getting found on them by the right people. They both might look different but have overlapping goals. In essence, they work together. This is why search engines are becoming more social, and social networks are turning into valuable search engines.

An effective social media strategy has to have a solid SEO plan in place, because both of them go hand and in hand. Let’s look into three valid reasons as to why you should focus your efforts on social media if you want to enhance your SEO results.

Reason#1: Social Media Content Gets Indexed

The right type of social media content published on a regular basis can make a huge difference to your overall content marketing campaign. And when you find out that your social media posts can get crawled by search engine spiders and get indexed, things get better.

Now, this doesn’t mean that every tweet or post you make finds it way to Google’s vast index. It has to be relevant enough so that they can be found by people searching for similar content. For example, if you search for Oprah Winfrey, you will find most of the top results are her social media profiles/pages. Because it’s relevant to the search query.

What’s even better is that social media can help you get your website’s content indexed faster because of how search engines treat social media content. If your blog post gets a lot of attention on Facebook or Twitter, it will end up getting in the index at a quicker pace. Search engine spiders are able to find such content easily because of the social factor. So if your post goes viral on social media, the ripples can be felt in the search engine result pages.

Reason #2: Social Media Helps Build Authority

Search engines give a lot of weight to a website’s authority, making it a critical SEO factor to focus on. In the eyes of search engines, if your page or domain has high value, it has high authority. And a better chance to rank above sites with not-so-strong authority.

The authority of a webpage or site grows over time. As you keep publishing top notch content and gain more relevant backlinks, your authority keeps growing. The content that you publish, if valuable, gives your audience what they’re looking for. Which in turn earns you backlinks, giving you a number of positive votes.

Back when social media didn’t exist, the link-building world was different. Fast forward to today, you can’t ignore social media when talk about building backlinks. Why? Because a good chunk of content on the web is distributed via social media. It’s the biggest content distribution engine. Which means your influence or authority on social media networking sites has a direct impact on the level of authority.

By focusing on building an engaged network of social media followers, your content has more relevant places to live. And the more relevant places it lives in, the more authority you gain. For instance, if you create content about Yoga and get backlinks from blogs that specifically write about Yoga, you get more brownie points from Google and other search engines. They’ll know that you’re publishing content that is reaching a relevant audience.

Reason #3: Social Media Involves Real People

While SEO has a technical side to it, it’s not only thing you should be focused on. Most of the blackhat or unethical SEO practices are technical in nature, and yet fail to give long-term results because they take the “user” out of the equation. These methods are not about people, when search engines are specifically looking for a human touch.

Search engines have always tried to find a better way to serve users and move beyond the technical stuff. If you want to rank a web property in 2019, you can’t just depend on technical factors such as keyword optimization. Your SEO has to have a human element to it in order to get real-world results. Or else it will get beaten by someone who took the time to create valuable content.

With social media growing at warp speed, it is becoming an unavoidable part of SEO, especially because it is made up of real people. After content, social media can be seen as an integral factor in search. It lets you segregate your audience and target who you want. Indeed, social media is one of the fastest ways to get to know your audience. Be it a group, customer support channel or promotion page – whatever purpose it serves your business, it will be easy for you to get feedback. It gives you a bird’s view of everything. You know where your content is, who it is being consumed and shared by, and the kind of impact it is having. Which if you ask us, is huge in terms of SEO.

How Social Media Helps SEO

Now that it is established that social media isn’t a direct Google ranking factor, here are five ways social media actually does help you rank better.

Get More Quality Links

Backlinks have always been an important factor when it comes to a website’s ranking in the search engines. Both, the quality and the quantity of backlinks has a strong effect on how well your site ranks.

By focusing your efforts on better social media marketing, you are more likely to attract the right type of backlink opportunities. When your content has a higher number of social media shares, it is gets noticed. Not only by influencers/power users, but also by many relevant webmasters/bloggers who might want to link to you.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

According to a study conducted by Dan Zarrella of Hubspot, there is a definite, positive correlation between the number of social media shares your content has and the amount of backlinks.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

Gone are the days when social media was only about shares. Today, it’s about making leverage. It’s about making your content engaging enough so that it is shared and seen not just by anybody, but by the right people. Given that you are publishing and sharing high quality content on social media, your content should be able to generate a higher amount of engagement and backlinks.

Related: Bing SEO Tips to Grow Your Traffic in 2020

Build a Strong Audience or Following

Creating a great product is obviously the first step towards achieving great marketing goals. However, in order to truly call your product or service a success, it is important to spread the word about it amongst your target audience – especially the early adopters. Remember, if your audience doesn’t know about your offering, it’s as good as not having it.

The marketplace of today is highly competitive where businesses are ready to make a real investment to get their share of the pie. Which is why you have to put in the needed extra effort to actively reach out to your target audience. The more proactive you are in your approach, the better results you will see.

Social media makes it easy for you to build your web presence. It lets you connect to an audience that is not only ready to hear from you but also wants to do business with you.

Nowadays, most of the online users have some kind of a social media presence, it’s just about finding which social network your target audience hangs out the most. And then working on producing social content that gets you to connect with them on a certain emotional level.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

Increase the Number of Branded Searches

Growing your audience and building a strong brand is a huge part of any online marketing campaign, social media marketing being no different. Your social media profiles and pages help you create a relationship with your chosen set of audience. With your constant social media updates and by supplying quality information to them on a regular basis, they recognize your brand. They know who you are and what kind of content you create. And starting seeing you as a trusted source.

When done right, social media marketing helps you grow your brand awareness. When more people become aware of your product or service, you’ll find more of them clicking on your content in the search engine result pages. Since Google and other search engines give immense importance to click-through rates, this can significantly impact your rankings and increase your visibility.

Also, keep in mind that these clicks are far more valuable in the eyes of the big G because they have lower bounce rate. Why? Because these people are already aware of your brand. Which means, fewer of them are going to hit the “back” button once they visit your page. Since bounce rate does correlate to the ranking of a website, lowering it gives you an edge over other competing sites.’

Off-Page SEO in 2020: The Complete Guide Boost Your Website

By building brand awareness on social media, you also have more people specifically searching for your brand. This then goes on to boost the organic search traffic to your website and as well as your social media pages/profiles.

Learn What Your Audience Wants

While the importance of keywords in SEO remains the same, the way they’re being researched has evolved over the years. Today, finding and selecting the right keywords involves a strong understanding of “user’s intent”.

Without understanding the intention of the searcher, the chosen keywords may not give you the results you’re looking for. If you search for “landscape photography”, Google wants to know why you did so in order to serve the most relevant results. Are you interested in learning how to photograph various landscapes? Or you’re only interested in reading more about it?

There are many ways to learn about what your audience wants, such as email surveys, but you can do the same with social listening. By tracking and looking into the various types of conversations your audience is having on social media, you can gain insights into their needs and wants. This can help you create content that caters to their needs, which in turn gives Google and other search engines what they’re looking for.

Tap Into Local Search

If you’re a small or a medium sized business with a physical address, you cannot and should not ignore the power of local search. Google knows the importance of geography and its relevance to giving people a better user experience. With a large majority of the Internet users searching for local businesses on their mobile devices, local searches are bound to grow.

So, make sure to keep every profile updated with your current address, phone number, company name, etc. Have the same information across all profiles, which should in turn match with the information on your site. Or else you may experience lower rankings and miss out on potential customers.

Best Practices for Social Media SEO

Every step you take towards improving your social media marketing efforts should be aligned with your SEO strategy. Why? Because you don’t want to lose on traffic from either sides. Here are some social media SEO best practices that you shouldn’t ignore if you want to find success.

Publish High-Quality Content

Search engine optimization is no longer what is used to be. It’s a lot more mature and approachable. If you want your social media content to rank for the right keywords, you need to focus on creating fresh, original content that gives immense value to your target audience. Forget about stuffing your social content with keywords. Instead, focus on producing content that naturally attracts links, gives people exactly what they’re looking for and climbs the search engine ladder effortlessly.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

The most important step to publishing high quality content is to get into the shoes of your target audience and understand what they’re looking for. It’s not just about who you share your content with, but also about what you’re sharing. It has to be useful or resourceful in some way to your potential customers or prospects.

Make Social Sharing Easy

The purpose of encouraging social sharing is to ensure your content reaches more people. Your target audience already has the need for the content you’re creating. By connecting your brand to a larger segment of the social web through targeted content, you increase the reach of your message. Which also improves the brand’s visibility.

In order to make it easy for people to share your content on social media, you have to go beyond just adding social media buttons to your site. You have to work on making your content helpful, entertaining and enticing enough to have them talk about it. You have to motivate people to share your content with their following.

Optimize Your Social Profiles

While there are many factors that negatively impact your social media SEO results, one which is obvious is not optimizing your social media profiles. As a business, you want more and more people to find your brand when they search.

By optimizing your profiles with relevant content you create multiple “doorways” for people to learn about your and your business. Making sure your social profiles are consistent with your website is easiest way to rank and dominate the search engine result pages. Which equals to higher number of clicks and increased organic traffic.

Optimize Your Images for Both, SEO and Social

Images are powerful when it comes conveying a message and expressing your thought. But there’s another area where they play a key role and that is search engine optimization. That’s right – if you’ve been ignoring images in favor of text, you’re making a mistake. The fact is, images can have a strong impact on helping you drive organic traffic to your site if you manage to optimize them well.

Start off by optimizing your images for search by using the keyword in the file name, adding the right alt text and using relevant surrounding text. At the same time, you have to optimize them for social sharing by making sure they’re inspiring, are in the right format and are posted on all the social media platforms your brand is on. These things may look simple or trivial but they make a big difference in the long run.

Start and be a Part of Active Conversations

Building a relationship with your target audience is the first step to understanding their demands. Using social media, it becomes easy to create and nurture relationships by engaging in relevant conversations with your audience. But you don’t have to wait for it to happen. As a brand, you can ask questions, post useful information and reply to queries. Your aim should be to respond to any comments as soon as possible to create a positive impression. Be there for them when they need you.

When you converse with your followers, the sense of community grows, leading to a stronger bonding. These interactive conversations are a crucial part of your social media SEO efforts as they help you build authority while delivering value.  And what would you get from being an authority in your industry? For instance, when your company makes a press release or an announcement, the news sites will often feature the news. And these news sites will eventually share it on their social media accounts. Aside from your brand’s audience, their followers will see the news too and would possibly share it with other people.
You see, the impact of the news will be much bigger.

If it all goes well, your audience will also be more than willing to do some “word of mouth” marketing for your brand. As more people trust you on social media, you may see the impact on your SEO due to the positive mentions that you would earn on blogs and websites. This may seem like a slow strategy, but it’s worth it in the long run.

3. Add an RSS Feed Subscription

It’s better to have fewer subscribers that visit your site on a regular basis, than a multitude of one-time visitors. This is why all more or less reputable blogs and brands provide an RSS subscription box on their walls. RSS is short for Rich Site Summary. And I think that says it all. RSS boxes/stream RSS/channel RSS, or better known as subscription boxes, make page information available in XML format. People are drawn to the trigger-word “subscribe” and leave their email address to receive information without having to proactively search it on the web.

By using this type of contact form, you not only enrich your contact and subscriber agenda but also have an intrigued recipient whom you can send and communicate your company updates, news, blog post etc. You can opt for this Google Feedburner.

Many times, users are happy to benefit from continuous rich info, data, and news without having to manually look them up, and rather satisfied when receiving them by email in the comfort of their home or work offices.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

4. Blog Commenting

Off-Page SEO in 2020: The Complete Guide Boost Your Website

Blog comments can legitimately help your brand if done correctly.

The problem? Many people in SEO don’t use them correctly.

Over the years, blog comments have been misused and abused.

As a result, some people no longer even consider blog comments a worthwhile link building tactic.

Blog comments are usually viewed as the opposite of the link that keeps on giving. Blog comments are usually the nightmare that never ends.

I’ve worked with some of the top brands in ecommerce, tech, and travel and have some tips to help you tackle blog commenting effectively.

Don’t Give the Boot to Blog Comments

There are a lot of link building tasks to fill up your workday — content creation, link reclamation, podcasts, oh, and actual work.

Blog comments are no longer a high priority tactic for link builders.

However, rather than dismissing blog comments entirely because it’s an outdated spammy link building content (and it can be when done wrong), maybe you should reimagine it as a type of community engagement.

Former Google Distinguished Engineer Matt Cutts once perfectly explained the difference between spammy blog comments good blog comments: the key is leaving topically relevant comments on topically relevant sites.

Think of blog comments as a more sophisticated, grown-up cousin of what once lived of blog comments in the ’90s.

They can be engaging and add value — though they require slightly more work.

There are a lot of link building tasks to fill up your workday — content creation, link reclamation, podcasts, oh, and actual work.

Blog comments are no longer a high priority tactic for link builders.

However, rather than dismissing blog comments entirely because it’s an outdated spammy link building content (and it can be when done wrong), maybe you should reimagine it as a type of community engagement.

Former Google Distinguished Engineer Matt Cutts once perfectly explained the difference between spammy blog comments good blog comments: the key is leaving topically relevant comments on topically relevant sites.

Think of blog comments as a more sophisticated, grown-up cousin of what once lived of blog comments in the ’90s.

They can be engaging and add value — though they require slightly more work.

Benefits of Blog Commenting Links

Active blog commenting is important beyond SEO.

Leaving one or two comments per day can lead to extremely positive results such as:

  • More traffic to your website. If this is your goal, your best bet is to comment on blogs that get a lot of traffic and are in your industry or niche.
  • Reputation building. You can use blog comments to build your personal brand. Just be sure to use your real name and an image of yourself if the blog allows it for your profile. If you’re using anchor text or keywords as your name, you’re doing blog commenting completely wrong.
  • Expert positioning. People will get to know who you are as you demonstrate your expertise on relevant topics. You can achieve this by lending a helping hand or just agreeing with someone.
  • Building inbound links. If you take the time to comment on two blog posts per day, with a backlink back to your website (even if the links are nofollowed), the end result will be roughly 60 backlinks per month, or 720 per year.
  • Leads and conversions. If you can attract more visitors to your site, you can potentially convert them from visitors into leads. And those leads could turn into customers or clients and actual revenue.

As for ranking? Years ago, the right comment on the right blog may have a powerful way to improve your rankings. Today, it’s not nearly as effective as it once was.

Top Blog Commenting Tips

From finding high-quality sites and engaging with commenters like a pro, here’s my best blog commenting tips:

  • Find high-quality websites to comment. When I say high-quality, I’m looking for websites with a domain authority of 60+.
  • After you pull your list of top websites, search for an article most relevant to your target audience.
  • Now, you can begin to add value with your comments. I follow the “sandwich affect” when I comment on an article.
    • Acknowledge the author by name and add a compliment.
    • Sprinkle in valuable information you took from the article, while adding additional data that may spruce up the article.’
    • If you add a link, it needs to be relevant and add value to the post or discussion.
    • Again, acknowledge the author by name and end with a compliment.

Remember to keep your blog comment short and sweet. I aim to keep mine under 100 words.

Finally, and most importantly, when it comes to blog commenting, you should follow one crucial rule, no matter what:

Make your comment valuable to the post and the discussion.

A comment that has nothing to do with the post itself, no matter how long and intelligent it sounds, won’t help you one bit.

You have to actually read the post and make your comment a response to the post, or a response to another commenter’s comment.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

Be a valuable commenter, not a comment spammer!


5. Guest Posting

Similar to blog commenting, you should define your reasons for contributing in such a way from the very beginning. Most guest blogs come to advertise their business or product and can sometimes turn into some spammy and annoying reading. Be fair, and make giving actionable, fresh, and relevant info your first concern. Not the links to your website.

By writing guest posts from time to time, not only help you build quality backlinks (duh!) and trigger more organic traffic to your website, but also something else. Yes, you display a professional conduct by writing not only on your personal blog but contributing to others too. There are brands who like to flirt with knowledge coming from other professionals in the field, although that happens quite seldom. And that’s one of those times when you have to choose your men wisely.

6. Forums Posting

Forums are a great place to promote your website and that’s obviously part of off-page SEO techniques. Quora, Reddit, Yahoo Answers, eHow are the most important hubs from where one can gain a lot of actionable info and authentic answers to their questions. Forums are a great playground to get to meet your peers and have a chat with them on topics of interest to you.

Similar to blog commenting or guest blogging, it’s good to mention your brand, but avoid to do it bluntly. First provide some actionable info on the specific topic and then, if relevant, fit your brand between the lines. These Q&A platforms are true gold mines but they have to be won first, by using the right words, tone, and style when posting a contribution. Make it relevant and transparent. Especially when these mediums can bring you a lot of organic traffic to your website, and if lucky, conversions.

7. Build Trust

It’s natural that off-site SEO includes trust as well. After all, that’s how you get your social media or customer votes. Transparency is one of the must-haves in helping trust be build. Post useful content and don’t try to deceive your readers with catchy titles and zero quality content. That’s definitely not how you build organic traffic!

Page Authority (PA) and Domain Authority (DA) are two important indicators of how search engines see your website. It’s like having your whole life in front of your eyes. You should check your PA and DA, and also your inbound links’ ones with a site explorer tool.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

Note: Hosting + SSL $1$/Month

SSL (Secure Sockets Layer) is that setup that makes your website’s relationship with the user be safe. This type of link is making sure that the data passed between the web server and the browsers stay private and unharmed. Users trust a site more when they see that their data is secured by this encrypted link when entering private data such as credit card numbers, usernames, and passwords, or any other sensitive information.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

One way to build and check your users’ trust is to make sure you get business reviews. You can start by asking your present customers to check your rating section and leave a contribution there. It’s important to let them know how and why it’s important that you need their opinion on your services, all expressed and posted publicly. The more customers you’ll have, the more reviews you should get. Especially if you’re having a Facebook page where people can stay up-to-da about and connected to your business, and leave reviews.

Yet reviews ask for quick answers from you, however positive or negative they’d be. Commit to visit your review section often and leave comments. Your users need to see you’re a live person, one that doesn’t shy from treating their customers with respect and appreciation.

8. Incorporate Videos and Images

People like to play and experiment, even if it means to play something else and they just witness it. That’s why augmented reality is a massive hit nowadays, with Snapchat, Instagram, and Facebook incorporation motion visuals projected onto the real world and driving people crazy with fascination. And all this AR is connected to video and image.

Video and images are viral nowadays, so you should bet in them. How else do you think platforms like YouTube, Vimeo (video), Flickr, Pinterest, Photobucket (photo), Facebook, Instagram, and Snapchat (video & image) have reached this far with their success story?

Off-Page SEO in 2020: The Complete Guide Boost Your Website

Off-site SEO is about getting attention to your website thanks to outbound activities, unrelated to your page contents. Hence promote your business through videos, podcasts, infographics, quotes etc. Just take the example of Tasty by Buzzfeed or Tastemade. They’re rolling out videos like crazy and people love it, love it, love it. I bet they get more likes, shares, and bookmarks than some blog post published by someone really good at SEO and digital marketing.

Off-Page SEO in 2020: The Complete Guide Boost Your Website

Getting back to our sheep, hub pages like Pinterest, Youtube and so on, have massive PageRank and trust, hence you should join them and associate your business with them, by using their platform to post stuff about your products. Given their sharing and like/thumbs up/upvote system, you’ll gain brand awareness through shares and likes.

In addition, the links that you get from YouTube videos and their meta description are extremely valuable and they help you improve your off page SEO.

Last but not least, don’t forget about optimizing your uploaded file titles, file names, description sections, size, and links. SEO works in these niches too.

9. Document Sharing

By sharing content about your brand on other platforms you’ll be able to rank for keywords your site wouldn’t otherwise be able to compete for, for various reasons like the competition is too strong. If you think your piece of content would serve others’ interest as well, upload documents to doc sharing sites like Scribd, Academia, and SlideShare.

Treat the documents like a traditional piece of content – do keyword research and fully optimize them: titles, file name, transcripts. Place effective call-to-action and links back to your website whenever relevant and possible.

The benefit of having documents posted on such platforms is that PDFs and PowerPoint files can’t be crawled by search engines but these sites make them readable. In addition, you borrow some link juice for your website, which is again, awesome.

Similar to written docs, craft podcasts and videos on your to brand topic and then upload them to SoundCloud, YouTube etc with a transcript. The transcript is where you can help search engine crawlers to bump into your content way easier. That’s SEO, baby!

10. Promo

The more you go out in the world, the more you know and the more you’ll get known. PRactise the habit of attracting the public eye, give and host interviews, gain your influencers’ audience for your brand too. Get visible, and you’ll get noticed.

Whenever deploying product updates or having something important to communicate, do press releases. By contacting and maintaining a good relationship with journalists and outlets in the field, you’ll help your brand reach out to more customer segments and get your message heard.

PRess releases, interviews, and all these kinds of contributions are a new chance to exercise your SEO and content marketing skills and optimize the content so that search engine would rank it high in SERPs.

Common Tips to Off Page SEO in 2020

Didn't find what you were looking for? Here are some of the most common questions about Off-Page SEO in 2020: The Complete Guide Boost Your Website

What is the difference between on page SEO and off page SEO?

While on-page SEO refers to the factors you can control on your own website, off-page SEO refers to the page ranking factors that occur off your website, like backlinks from another site. It also includes your promotion methods, taking into account the amount of exposure something gets on social media, for example.

What is onsite and offsite SEO?

Onsite SEO involves making sure your website pages, titles, tags, content and overall structure are optimized for your target keywords. You also need to make sure that you have a significant of inbound links from highly respected external websites - that's called offsite SEO

What is SERP in SEO?

Search Engine Results Pages (SERP) are the pages displayed by search engines in response to a query by a searcher. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query, although the pages may also contain other results such as advertisements

What are SEO backlinks?

Backlink is a link one website gets from another website. Backlinks make a huge impact on a website's prominence in search engine results. This is why they are considered very useful for improving a website's SEO ranking. Search engines calculate rankings using multiple factors to display search results

What is onpage?

Onpage Optimization. Onpage optimization (AKA on-page SEO) refers to all measures that can be taken directly within the website in order to improve its position in the search rankings. Examples of this include measures to optimize the content or improve the meta description and title tags.

How many types of off page SEO are there?

There are three main types of links, defined by how they were earned: natural links, manually built links, or self-created links. Natural links are editorially given without any action on the part of a page owner

What is Blackhat SEO?

Black hat SEO is a practice against search engine guidelines, used to get a site ranking higher in search results. These unethical tactics don't solve for the searcher and often end in a penalty from search engines. Black hat techniques include keyword stuffing, cloaking, and using private link networks.

What are good backlinks?

Followed backlinks from trustworthy, popular, high-authority sites are considered the most desirable backlinks to earn, while backlinks from low-authority, potentially spammy sites are typically at the other end of the spectrum.


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Off-Page SEO in 2020: The Complete Guide Boost Your Website

Off-Page SEO in 2020: The Complete Guide Boost Your Website

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