Off-page SEO and how you can improve yours

Off-page SEO and how you can improve yours

February 28, 2024


Some businesses overly focus on improving their on-page search engine optimisation for hundreds of hours. And sure, this work is often needed, however, often a lot of work is also needed to improve your off-page SEO if you want to get your business ranked higher on



Written by: Ryan Walsh

Date: 28/02 2024

Off-page SEO


What exactly is off-page SEO, and how can we improve it?


So, before we go any further, mentioning Google E-EAT is essential. This is a relatively new update that Google has made to its algorithm. However, knowing the ins and outs of how Google E-EAT works is really important and we could write a long article just about that topic, in matter of fact we actually have. So Google E-EAT stands for “experience”, “expertise”, “authority” and “trustworthiness”.

Google’s algorithm uses E-EAT as a way to rate your business’s content marketing without going into too much detail in this article, we would highly recommend reading the article we have written on explaining how Google’s E-EAT algorithm works. The reason is, that your business needs high-quality content marketing if its to get on the first page of Google, to write high-quality work, first, you need to understand Google E-EAT.

So within this article, we are going to be talking about why it’s so important to improve your company’s off-page SEO, which is so important; therefore, we can talk about things like semantic SEO, which is brand mentions, talk about backlinks (do-follow and no-follow), and also give a talk about business citations (NAP) as well.



So, why bother improving your business off-page SEO?


If your business starts accumulating a lot of quality backlinks, say from well-known brands, your business is on the trajectory of moving up Google’s ranks will often soon follow once Googlebot sees you have a lot of quality backlinks. Let’s say you get links from the BBC and The Independent, Metro newspaper, all well-known brands in their own right. If you gain quality links from these, your business will rank better.


The backlinks your business builds need to be:

– White hat
– Relevant to your business
– Quality
– Mixture of do-follow and no-follow
– White hat anchor text
– Link velocity built up over a long time
– Links sent to multiple pages/blog posts, not just the homepage
– High-quality links which you have not bought


Backlinks can also bring in more customers

The benefits of high-quality backlinks are that they can send customers to your website and improve your business’s rankings at the same time. Let’s give you an example of what we mean; let’s say that is a car insurer’s website which offers advice via his blog. Let’s say it specialises in offering classic car insurance.

If you write a blog post about how to care for the paintwork on your classic car for example, your business may sell car waxes, polishes and clothes. And let’s say you obtain a backlink from a new car insurance company; this can positively impact your business’s search engine optimisation.

The reason for that quality links can help to move a business up Google’s SERPs, is because if you obtain a quality link from a related business, you are also likely to have people read that blog post and follow the link. This will help to bring customers into your business, but also Googlebot will spot it’s quality link, and move your company up Google’s ranks.

What does link juice mean?

There’s something called link equity, also referred to as “link juice” by SEO consultants; it means if it’s a “do-follow backlink, that link can send link equity into that page, which can help a page rank higher in results.

However often, one link does not make that much difference; you often have to have 100 links from quality websites that are relevant to your business, which are all sending link equity to that page or blog post, then that page is likely to rank much higher on Google’s results.

How hard is link building?

Be under no illusion that link-building is tough.

If you were to talk to most SEO agencies throughout the United Kingdom, they would likely say that building backlinks is one of the most complex parts of search engine optimisation.

The reason for this is simple: writing a 1000-word blog post is something that you can do say in less than 4 hours and just hit the publish button, and you can add your website, and you don’t need the involvement of any other companies.

However, to build quality backlinks another company has to add the link to their website

So if you want to gain a backlink from a reputable, good-quality brand, then you need the agreement from the company that wants to link to you—they need to want to link to you, often because your business is offering something that will help their customers.

Perhaps you’re a university, let’s say you work as a lecturer in Cardiff University. And your team has just conducted research into a new type of material, which cushions the foot, so you have made a high-quality product, that’s now used to manufacture quality running trainers.

Therefore the brand of running trainers may write a detailed blog post, explaining that they have worked with Cardiff University to develop that trainer./


What does a backlink profile mean?

The backlink profile is simply a list of all the websites chosen to link to your website. We recommend using Moz Pro, Ahrefs or Majestic to check the quality of your websites backlinks.

You need a healthy backlink profile, and you need to have a long list of quality websites linking to your website, these websites need to send a high amount of link equity to your website, so often you will need a lot of do-follow backlinks.


Referring domains

What you want is many quality links from as many different websites as possible. What you don’t want is, for example, thousands of links all coming from one website. This looks spammy. If you have too many backlinks coming from say just one business, or a few, it may look you’ve asked a friend who runs a business to link to your company or that you’ve bought backlinks. When it comes to backlinks, you want to be quality links coming from a diverse range of different companies.

You want all of the backlinks to be high quality, and you want them to be from relevant companies as well. So, if you run a car dealership, you don’t wish to link from say a rugby club. The rugby club is not related to the automotive business sector; instead, you want links that come directly from websites associated with the automotive industry.



Avoid toxic links

So a trap some businesses fall into it, and even some SEO agencies! That’s the SEO companies that haven’t got a clue what they’re doing, they build spammy links, and falsely believe that more is better. However, it’s not; you only want quality links linking to your company website.

It’s a bit like good quality food, often there’s less food filling the plate, yet the quality is excellent, so you don’t need more.
However, with low-quality food, you might be offered an enormous amount of low-quality food, but it’s not full of nutrients, so what’s the point?

This is the same with the backlinks. If you want fewer quality links, you should avoid toxic links; you don’t want rubbish quality links, as this is a surefire way for your business to get a penalty (Google Penguin). Don’t buy links that obtain toxic links or spammy links, because if your company does you will obtain a penalty, e.g., Google Penguin Penalty.



What does link velocity mean?

When building links, you want quality links built over a sustained period. However, if your website goes from zero links to 1000 links in the space of a week, this is likely to cause Google’s algorithms to think you haven’t built your links the right way, meaning you may not have used white hat methods.


So, how do you go about building backlinks?

So, if you were to ask us, there is only one way of building backlinks. That is to write high-quality content marketing that is better than your direct competitors. For example, if your business is in Cardiff, then the written work (content marketing) work must be of higher quality than your direct competitors.


Citations (NAP)

You will need to have some citation backlinks but don’t get us wrong; there’s never going to be much about link equity coming from citation backlinks, as they are not often high-quality backlinks. However, local SEO can benefit from citation links, as they can reinforce your business’s NAP details, such as your name, address, and phone number.


The filter-down effect


Just as rain drips off the trees and hits the plants on the ground, this is the same with backlinks; the link equity often goes through to the business’s main pages and gets filtered down into all the other linking pages/blog posts.

Many pages on your company website can therefore start rise in Google’s SERPS, as your business receives more quality links, linking to different pages.

Come to the Cardiff search engine optimisation experts; there are very few marketing agencies with our level of SEO experience within Cardiff. We’ve got some of the most highly knowledgeable, experienced, and expert Seo consultants anywhere in the city.


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