University Institute of Engineering

DEPARTMENT OF COMPUTER SCIENCE

& ENGINEERING
Bachelor of Engineering (Computer Science & Engineering)
Subject Name : SEARCH ENGINE OPTIMIZATION
Subject Code: 20CST-463
Topic: Lecture-2.1.1
Lecture- Introduction to Off-Page SEO.
By : Sourabh Budhiraja

DISCOVER . LEARN . EMPOWER

 Syllabus
• UNIT-2: Off-Page Optimization and Link Building

• CHAPTER-3: Off-Page Optimization:

• Introduction to Off-Page SEO, Social media and SEO, Influencer Outreach, Online
Reputation Management (ORM), Measuring Off-Page SEO Success.

• CHAPTER-4: Link Building:

• Link Building Strategies, Guest Posting, Local Business SEO, Case Studies and Success
Stories, Advanced Link Building Techniques.

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 CONTENTS
• Introduction to Off-Page SEO

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 What is Search Engine Optimization?
• SEO, which stands for Search Engine Optimization, is a crucial aspect
of digital marketing and online visibility. It involves optimizing a
website or online content to improve its visibility and ranking in
search engine results pages (SERPs).

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 Why is SEO important?
• To help gain more visitors: majority of users click on only the top 4-5 web pages
appearing in search results, so it’s very important for a website to appear in the top
results of a search engine.
• Important for social promotion of a website: if a website appears in top results of a
search engine such as Google, Bing, etc. then it gains instant popularity and to some
extent trust of a user.
• It plays an important role in improving the business of a commercial site: if two
websites are selling the same product, for example, both Myntra and Koovs focus on
selling fashion clothing, then the site having a better position in the search result of a
search engine has chances of getting more users as compared to the other.
• Improving user experience: SEO doesn’t focus only on improving search results but
also on improving the user experience and usability of a website so that a website is
more appealing to a user.
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 What is Off Page SEO?

Off-page SEO refers to SEO tactics applied outside of a website to

improve its rankings. These tactics often include link building, guest
posting, social media marketing, and more. The goal of off-page SEO is
to get search engines (and users) to see your site as more trustworthy
and authoritative.

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 On-page SEO vs. Off-page SEO
On-page SEO and off-page SEO are two essential components of SEO.
Each with its own set of tactics and best practices. Let's break down the
differences:

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 Why Is Off-Page SEO Important?
Think about off-page SEO as building your site’s reputation. And highly
reputable websites tend to rank better because search engines consider
them to have more Expertise, Authoritativeness, and Trustworthiness
(E-A-T).One of the best ways to show E-A-T is through off-page SEO
factors like backlinks, reviews, and recommendations.
Which means:

Off-page SEO is not only important—it plays a major role in your site’s
ability to rank.

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 5 Off-Page SEO Techniques That Work
Let’s take a look at five different off-page tactics you can use to boost
your site’s authority and organic search traffic:

• Link Building
• Content Marketing
• Local SEO (GMB and Citations)
• Reviews
• Events

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 Link Building
Link building refers to getting other websites to link to pages on your own
site. In SEO, these links are called backlinks. The more backlinks from high-
authority sites a page has, the more authoritative it may seem to Google. And
that can help the page rank higher. Here are the two key factors you should
consider with link building:
Authority
“Authority” is a measurement of a website or webpage’s overall quality. It’s
based heavily on how many high-quality backlinks it has.
Which means:
You want links from high-authority websites. They tend to be more valuable
and can help you rank higher.
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 Link Building
Unique Domains
Another critical link building metric is the number of separate domains
(referring domains) that point links to your site.
This Backlink study shows a clear correlation between referring
domains and higher rankings. Getting links from as many relevant,
quality domains as possible should be a key focus of your strategy.

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 Content Marketing
Content marketing is an important off-page SEO tactic.
Publishing great content is an effective way to earn backlinks, gain media attention, and show E-A-
T.
And finding ways to distribute that content to other channels can help boost off-page signals.
Some of those channels include:
• PR
• Social Media
• Influencer Marketing
• Guest Posting
• Podcasts
• Content Syndication
• Forums
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 Content Marketing
PR
Digital PR is now the link-building tactic of choice for many SEOs. It’s
a great way to earn authoritative links at scale. Studies show the average
campaign earns links from between 10 and 24 referring domains.

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 Content Marketing
Social Media
Social media isn’t a direct Google ranking factor. But it’s great for
getting more attention. The more people on social share your content,
the more links for that specific piece of content you’ll probably get. And
even if you don’t get a link, you’ll get more attention. And more
attention leads to more branded searches and mentions.A win-win for
your off-page SEO.

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 Content marketing(Influencer Marketing)
Influencer marketing is a strategy where brands work with popular
bloggers and social media creators to promote their products or services.
It’s a phenomenal way to build your brand, amplify your content, and
reach new audiences. Influencers have large audiences. And can help
ensure you’re present, as a business, on tons of different platforms. A
quick and efficient way to find influencers is to use the Influencer
Analytics app. For example, we can search for YouTube influencers, as
shown here:

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 Content marketing
• Guest Posting
• Guest posting gets your brand in front of a different audience and can
lead to mentions and backlinks. It signals to search engines that you’re
an industry expert.
• Podcasts
• Podcasts are immensely popular right now. And that popularity shows
no signs of slowing down.If you are not using them as part of your
marketing strategy, you could be missing out on huge opportunities.

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 Content marketing
Content syndication refers to republishing content on one or more websites.
Some publications like to syndicate content because it’s easier than creating fresh
content all the time.
And it’s great for you because you’ll get your brand in front of a new audience.
Here are a few popular content syndication platforms:
• Medium
• LinkedIn
• Outbrain
• Taboola
• Business 2 Community
• Quuu
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 Content marketing
Forums
Dropping links in forums for SEO purposes won’t help you rank better in
Google. But you can use forums to get involved in conversations that relate
to your expertise. To position yourself as an expert and quickly be seen as
an expert.
Very few other platforms allow you to have open discussions with potential
customers who are already asking questions about what you have to offer.
This is a fantastic way to begin building relationships and trust.
Reddit and Quora are key large-scale platforms to use. But forums within
your niche can be just as effective.
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 Local SEO
Local SEO is the process of optimizing your online presence to
increase local traffic, visibility, and brand awareness. It’s an SEO
discipline in its own right. But certain local SEO elements are key off-
page SEO tactics, like Google Business Profile (formerly known as
Google My Business) and NAP citations.
Google Business Profile (GBP)
A Google Business Profile is a free business listing tool that helps you
influence how your business shows up in Google.And because that
occurs outside of your website, optimizing your Google Business
Profile is a key off-page SEO tactic.

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 Local SEO
• NAP Citations
NAP citations are places online that mention key information about
your business: your name, address, and phone number (NAP).Citations
usually appear in business directories, social media profiles, and review
sites. But they can show up on all kinds of websites.

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 Reviews
Reviews are a great way to help others trust your business.In fact,
reviews are one of the most important factors Google takes into account
when evaluating your site’s E-A-T. Which means they are vitally
important to your local SEO success.Google recommends replying to all
reviews. Good and bad. Doing so shows that you value your customers’
business and feedback. You can quickly find (and reply to) reviews with
our Listing Management tool.

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 Events
Events can contribute to your off-page SEO strategy.
• Not only can they engage your audience, but you can benefit from
creating a buzz around your business.
• Which can drive social engagement and links.
For example, you can earn brand mentions while the event is being
promoted. Or if attendees write summary articles afterward.Your event
landing page could also attract links. Maybe people just like the event.
Perhaps a speaker wants to promote it. Or influencers may share it for the
sheer value to their audiences. Events may require more effort to run
properly, but that buzz can be difficult to replicate in other ways. They’re
also a great way to pick up some fantastic PR coverage.
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 References
• Books and Journals
• Eric Enge, Stephan Spencer, Rand Fishkin, Jessie C Stricchiola, “The Art of SEO : Mastering Search
Engine Optimization”, O'Reilly Media, October,2009.
• https://www.hubspot.com/hs-fs/hub/53/file-13221845-pdf/docs/ebooks/introduction-to-seo-ebook.pdf
• Fhttps://www.startupgeeks.it/wp-content/uploads/2018/12/ebook-seo-sej-complete-guide-2018.pdf
• Video Link-
• https://www.youtube.com/watch?v=bLUkIgY8MTE&list=PLjVLYmrlmjGdNxIBIdaDEHtI4gAxaYoq1&a
b_channel=WsCubeTech
• https://www.youtube.com/watch?v=83RXYrqRLeM&list=PLNfnAKZ4Zsar3Jwb59D0dJeQ-RnsaqpoT&a
b_channel=UmarTazkeer
• Web Link-
• https://www.geeksforgeeks.org/search-engine-optimization-seo-/
• https://www.tutorialspoint.com/seo/index.htm
• https://www.semrush.com

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