While much of the attention we give to SEO work is in visible content and things we have to get technically right within our websites, off-page factors are critical for external validation. That validation can be equated to others backing up our own claims of our expertise. We can talk all day about ourselves, but when others talk about us (metaphorically) then we add a key layer in visibility and SEO performance.
Authority comes from what others say about you.
Off-Page, or external optimization, targets the ranking factors that go beyond what we present to search engines and site visitors. It stretches out to the sources that make reference to our website and helps build us up as the trusted resource on our unique subject matter.
We build authority from what’s already working in your industry.
We take a balanced, quality-focused approach to off-page optimization. That means making sure you get the credit you deserve and organically, strategically leveraging your content, communications, and broader marketing for SEO benefit. We start by finding the sites that link to your competitors but not to you, like industry associations, trade publications, and partners, so we’re not guessing where to begin.
Inbound Links
While content has always been important to understand context, links go along with it to validate trust and authority. Inbound links to your site from high-authority, on-topic sites remains an important ranking factor and trust signal.
Brand Mentions
Links, like anything, can be spammed. Unlinked brand mentions from legit, relevant sources connected to PR and other efforts also contribute to your SEO strategy, and to how AI tools describe you.
E-E-A-T
It stands for “expertise”, “experience”, “authoritativeness”, and “trustworthiness”, and it is a combined evaluation or measure of those attributes connected to Google. This takes off-page signals further than links and mentions and into online reputation sources, citations, and social media engagement. Content written by your own experts is one of the best ways to show it.