What's the Importance of Offpage SEO?

Increasing your organic traffic takes more than onpage SEO

That’s the easy stuff that you likely have nailed by now. You’re doing all the right things to increase your organic traffic. Things like: 

• Writing really good content. 
• Developing metadescriptions that include your focus keyword. 
• Identifying keywords and phrases and using these in your headings and subheads, in your titles and metadescriptions.
• Creating smart inner links among your pages. 
• Optimizing images by labeling them with your company name and the image’s description and providing descriptive alt tags. 

But this isn’t enough. You also need to be doing off-page SEO

Off-page SEO is an essential part of a successful SEO strategy—it’s the activity that’s OFF your website’s pages. It’s your total online and offline presence. It’s your social media sites where you’re posting on a consistent basis. It includes podcasts and the reviews you’re getting on your Google Business Profile. If you’re not into endless self-promotion, asking for reviews can be uncomfortable. Get over it. All of us are reading reviews these days before making both big and small decisions. 

What is the importance of offpage SEO

What’s most important about offpage SEO is understanding that it’s the activity that takes place OFF the webpage. It’s the stuff you’re doing away from your website to build your brand. 

Off-page SEO includes brand building and PR. That’s getting out in front of the public. Pitching articles to local publications or industry newsletters. Looking for opportunities to be a guest blogger or speaker. It includes networking, meeting people and growing your presence. 

According to Whitespark’s 2021 Local Search Ranking Factors report, reviews can influence both the Google Local Pack and Local Finder rankings as well as local organic rankings. You do want to be part of local search and show up on Google’s Local Pack. Podcasts are part of offpage SEO, just as influencer marketing is is. 

You’ve seen the Local Pack a gazillion times

You didn’t know it was a product in the search space. Let’s say you’re going to be in Athens for a month and you’re looking for cafes with wifi near your airbnb. (My local search for the month of May.) You’re served up a map with three listings, your location and that of three cafes. This is your Local Pack. I found a delightful little café in my neighborhood that became my go-to home with yummy food and friendly people, thanks to Local Pack!

GBP ranking factors guidelines

• Relevance: Complete and detailed business information will help Google better understand your business and match your listing to relevant searches. 
• Distance: How far each potential business is from the location terms used in a search. Google prioritizes by location. 
• Prominence: Your overall online presence. More reviews and positive ratings will improve your local ranking.

Reviews are another important component of offpage SEO

A Google Business Profile (GBP) review well may be one of the first places a user encounters your name and brand. 79% of people said they trust reviews as much as a personal recommendation from friends or family. Your GBP acts as a mini-website or citation that is displayed on the right-hand side of the Google search results page, which business owners can manage. It’s building a relationship within the Google environment. 

Feedback from your clients will produce more keywords and phrases—your company name shows up again and words about your services. It’s always a good thing to be drilling down into this big, robust Google network. That’s why I believe in using these Google tools. You can use a vast inventory of proprietary apps for just about everything, including keyword research. But Google owns the search space. Using their tools means that you’re in synch with their way of doing things. Take advantage of this.

We can help optimize your website. Contact Top of Mind Marketing. We’re writers and content marketing specialists.

How ADA-Compliant is Your Website?

Would it surprise you to know that some big brands have been sued over website accessibility? Think Amazon, Burger King and Hulu.

Public and private sector construction projects must meet ADA Title II and III requirements to make them accessible to those with disabilities. While the ADA doesn’t clearly address the question of web accessibility, our websites are often considered as part of our businesses.

Some 25% of U.S. adults live with disabilities

Many websites lack accessibility features. That means millions of Americans are struggling to use the web—that’s a lot of missed opportunities. ADA-based web accessibility lawsuits are steadily increasing—there were more than two thousand filed in federal courts in 2019.

Things you can do now to optimize your website

I recently worked on a client’s website to optimize it for accessibility. There’s a lot that you can do yourself—you don’t need to be a techie.

1. Add alt text to all of your images

Images and other graphic elements can be an accessibility barrier to blind users and those with impaired vision who often have to rely on assistive technologies such as Screen Readers.

Alt text fields are where you can key in detailed descriptions of images

With alt text, those with limited vision may not be able to see the image, but they will be able to see the description and understand what this image is contributing to the story. Alt tags are important for everyone—we’ve all pulled up content on our phones or other devices where the image doesn’t show up—but the alt tag still communicates with us. One more thing: Be sure and label your image file with more descriptive data.

A word about infographics

Some of these are very detailed, with tiny text that’s nearly impossible to read. Think about your audience as you create these.

2. Enlarge font sizes

People with low vision often can’t read small text sizes, and they have to use specific font settings when browsing your website.

Offering an alternate style sheet with the ability to enlarge the font size without breaking your page layout makes it easier for them to read your content. Make sure your call-to-action buttons have a larger font size and are clearly visible to people with impaired vision.

3. Color contrasts become important

Color and contrast become important elements for those with impaired vision. Create a high contrast between the foreground and background.

Avoid using:

• Thin fonts—they’re hard for everyone to read—not just those with impaired vision
• JavaScript features that prevent visually impaired users from increasing the contrast
• Reverse type—white text on dark background
• Italics. Very difficult to read
• Combinations like green text on red background and vice versa

4. Focus on keyboard navigation

Those who are visually impaired can’t use a mouse, so keyboard navigation--HTML links, buttons, and form fields have to be deployed to make your website keyboard-accessible.

Call me to talk about making your website more ADA accessible. Top of Mind Marketing.