In the article What is Search Engine Optimization (SEO), we mentioned that there are a number of tactics you can use to increase the visibility and usefulness of your site to the search engines.
There are tactics used directly within the site. There are also things you can do outside the website to raise awareness and search engine ranking. This is called “off-page optimization”. In the image below you can see the ones we will look at in this post.
Back Links
When a content publisher or website creates a link to our site, that is called a back link or inbound link. Either term works fine. These are very influential to search engines. Moz calls backlinks “a vote of confidence from one site to another.” SEMrush says the backlinks make up 5 of the top 10 factors influencing ranking in search results.
If others are pointing toward us, then the search engine thinks we must be doing something right. Google views that as a “thumbs up” promotion of our content. However, we do not want thousands of links to our site that are suspicious or low quality. The difference is some links appear natural and relational while others appear as paid efforts for volume.
A good, high quality, or natural link may come from:
- Another brand, company or news / media source
- A blogger or author that lists us as a resource or mentions us in a diabetes related post.
- Our own social media channels or Roche partner companies
Low quality links would usually come from robotic databases. They can also come from mass content publishers with sponsored content or no-follow links. Low quality links are engineered, not earned.
Bloggers/Discussions
Building relationships with influential people in the diabetes support world takes time. But, it can be worth it in many regards. One benefit is the potential for links from their websites to ours. When bloggers mention Roche or hold discussion forums and link to us, this can help boost our SEO authority. If they are mentioning our brand or products, then there are more references on the internet for Google to see. Bloggers know more about SEO than most people. After all, they want more site visitors too. Asking publishers to link back to our site is a common practice. However, it should be a mutually beneficial relationship.
Social Media
We can create links to ourselves. At a minimum, include a link in your social media profile. That’s easy and makes a difference. Another easy way to create links is through content. When you post content on the site, share it with your social audience and link back.
Video and PR
Leverage any video on YouTube or public relations communications to your site. Instructional or lifestyle videos linking back to the site will only generate more traffic. News outlets are always searching for content. Ensure all press releases or stories link back to the site.
To learn more, check out these posts: