We already saw in a previous article what is the difference between SEO On Page and SEO Off-Page, so today it is time to find out within our organic positioning strategy which SEO techniques that are carried out outside our website are more successful and get more organic traffic.
One of the main characteristics and differences that SEO Off-page techniques have with their sisters is that we do not have full control over them.
Here it is no longer worth optimizing the page, but we must get to convince others that our content is very good and get them to involve us in their content (through mentions or backlinks).
Table of Contents
The best SEO off-Page strategy for 2020
Create a brand with authority
Google has already stated on more than one occasion like here, that it likes brands and that it trusts them because over time it has been verified that they offer truthful information.
It is not “wise” nor do I think you have to do a master in SEO to understand that search engines “do not trust” new websites for a while.
Credibility gives security
If as a personal brand or business brand you do not generate credibility, you will hardly be able to position yourself on the Internet.
If we take into account that website visitors have an average of 10 to 20 sec. To decide whether to stay or leave, this is the time you have to offer – credibility.
The success of your website will depend on your credibility
If you want to attract visitors to your website, you will have to work to build trust and credibility.
Creating a brand is one of the best SEO Off-Page tactics that can be used today if our goal is to get large amounts of traffic from search engines.
We already know that Google can especially spread all kinds of false information, (remember the controversy that has been with the Donald Trump elections), and Google knows all this.
Mission 1 of search engines is to guarantee results that are appropriate to the user’s search intention and that the information they offer is as reliable as possible.
And this is why google trusts big brands, the media, etc.
Here we are not going to discuss whether all the information released by the media is more or less reliable, what we are going to check is how if we create a brand of authority Google will position us better.
Websites of authority or human authority
For major search engines, it is simple, some pages are considered more reliable than others.
If those authority pages link to other pages, then the pages they receive earn a reputation in the Google and Bing ranking systems.
Why SEO should focus on building a brand
A few years ago, two of the great representatives of google declared that “brands” are the ones that dominate organic results.
For a long time, I have been checking how influencers and marketing experts “push us” to create a personal brand as a possible solution or alternative to finding a job for others.
In Spain, the topic of finding work for someone else is not very encouraging, and if you know how to “do something” fairly well, it is possible that creating a personal brand will have work.
However, the question is:
Is it better to create a personal brand or just a brand?
I recently read an article discussing whether it was better to create a personal brand or to simply create a brand. And after reading various points of view, I think creating a personal brand with your name is a mistake.
I know … I did it wrong. My personal brand ginesmayol.com is not the best idea for the future (I will try to solve it soon 😉)
From a business point of view, an online personal brand with the name “t allerpepe.com ” will not be worth much money in the future and it will be difficult to sell it.
However, if you create a brand like “mitaller.com” and position it as a brand on the Internet, it will have much more value in the future and it will be easier to sell it.
It’s just a personal vision, but maybe it will help you see the pros and cons of creating a brand before you get down to business (if you haven’t already, of course).
In case you are determined to create it, you have to know the necessary requirements to create a personal brand.
A bit of search engine SEO analogy
- Big brands dominate most organic results.
- They get better rankings with fewer links.
- They have preferential treatment.
- The new featured snippets are theirs.
- Featured in featured news
If we perform a simple “travel” search with an average search volume of 60,000 this is what we can see:
All that appears on page 1 of google are great brands, with authority and prestige on the Internet.
Devils! if there are studies that indicate more data on whether we should create a brand or not,
60% of global consumers with Internet access prefer to buy new products from a family brand rather than switch to a new brand, according to a Nielsen study.
Confidence is one of the most important factors in making a purchase decision. And it’s no different when it comes to organic search results.
As a general rule, we click on the results that we know and trust.
And it all comes down to – one brand.
OK, so what happens to the “little marks”?
How can I position my “small brand” in google, this is a good question that you should ask yourself if this is your case.
For any type of search engine query, there are generally a large number of pages that are potentially capable of satisfying that query.
Users expect a search engine to take on the role of the expert librarian and do the filter work for them, and direct them directly to the best results for that query.
Here are some good ideas:
- Build links from authoritative sites that help signal to google that you are a trusted brand.
- To become a benchmark in the sector, you can start by being locally first.
- Having a great presence on social networks or forums also helps.
- Build relationships with industry influencers.
- Get social media influencers to mention you. (see below)
- Collect brand mentions and testimonials on the website.
- Use social networks to build brand reputation.
- Use expert platforms to create relevance and brand authority.
On this last point, say that google prefers comments about a brand or web within the site itself, rather than on third-party sites, such as Facebook, Twitter, etc.
This is another classification sign that many forget that it exists 😉
Great SEO experts are very concerned that users leave comments on their posts, there will be reason Lets go with the example of the denominated
“Social SEO “, does it count or not count for organic rankings)
Analyzing Twitter
On Twitter, for both Google and Bing, “who you are “as a person or brand on this social network can affect the performance of a page in normal search results.
People with authority on Twitter lend their authority to the pages they post.
I have found an interview with senior members of these two search engines on the relationship between social signals and organic ranking, and this is a summary of what they have commented:
#one. If an article is retweeted or referenced on Twitter, do you think of it as a signal outside of the search for unfollowed links that may come naturally?
Bing:
We look at the social authority of a user. We look at how many people follow, how many people follow, and this can add a little weight to a listing in the usual search results. It has much more weight in Bing Social Search, where tweets from the most authoritative people will flow to the top when the best match relevance is used.
Google:
Yes, we use it as a signal. It is used as a signal in our organic and news rankings. We also use it to improve our universal news by marking how many people shared an article
