How to improve your ranking in Google with Off-page SEO

By Erin Gleig, EMG Design

How to improve your ranking in Google with Off-page SEO

Off-page SEO - What?

I was recently presenting a talk to a networking group on how to plan your website. Part of my talk was about SEO. The audience was comprised of businesswomen in various stages of their business, from brand new to seasoned entrepreneurs. One thing that struck me was that the majority of the audience knew that SEO was important for their business website ranking in search engines, however, they weren’t sure how to go about it. Fancy tech terms had been floated around, making them overwhelmed with the entire subject, and so many had pushed the idea aside to worry about later. Totally understandable.

Hopefully, with this article, I can break down one part of SEO to give the average business owner some insight into why they need off-page SEO and how to approach it. I’ll discuss why off-page SEO is important, why business owners should have an off-page SEO strategy, and how to develop that strategy.

When I first started learning coding, SEO, and online marketing I was 29 years old. Before enrolling in a web development program I didn’t have a clue how search engines worked. I simply turned on my computer, launched Google and put in my search terms. Violà! The information I needed was revealed in a bunch of listings, I’d choose the one I wanted, and usually, it gave me what I was looking for. The last part of this sentence is the key: “It gave me what I was looking for.” Website owners have to keep that in mind when they are developing their SEO. What is your web visitor’s problem? How can you solve it? What you have to do is write your website content in a way that solves these problems.

Are you interested in technical SEO or SEO Copywriting? I have several articles on these aspects of SEO.

Off-page SEO

What is off-page SEO?

SEO stands for search engine optimization. In other words, it is how search engines, like Google, Bing! and Yahoo, sort out all the websites and list them for the user. If you’ve heard of the term “rank” before, this is what is happening. Where you rank is the spot on the Google listings for whatever search terms a user has put in (search query).

Benefits of off-page SEO

So why should business website owners care about off-page SEO?

How it all works

Search engines use “spiders” which is a software program that scans web pages and then, using an algorithm, puts them where they belong in the search results according to what search terms a user has entered. So how do you get higher in those search terms? The answer is through a good SEO strategy.

Inbound links

SEO comes in two sections: on-page and off-page. I detailed on-page SEO in an earlier post. Today, we’ll discuss off-page SEO. Or, more pointedly, inbound links. Inbound links are links on external websites that link to your website. The more inbound links to your website the better. But, there is a catch. The links must be from related websites. So if you sell fishing supplies in Edmonton, but have an inbound link from a museum in Europe, it’s not helpful. Google wants to promote websites that are helpful and solve the user’s problem. An unrelated website does not help the user.

Inbound links can be from press releases, industry-related directories, guest posts, manufacturers of the products you sell, and media websites.

The other point to make about inbound links is that search engines also take into account how much traffic the website pointing to your site has. This is known as a “high-quality” link. The larger the audience a website has, the more likely that it will only point to websites that are of interest to its readers. Links should be from a trustworthy source.

Social media marketing

Social media is a great way to increase your reach. Through it, you will gain new audiences for your website by creating authentic “relationships” through social media marketing. This will increase the mentions and visits to your website, giving you an increase in quality traffic because the user is already interested in your services. A great article on optimizing SEO in social media marketing is “SEO boost your social media profiles” from

Social media is a great way to increase your reach. Through it, you will gain new audiences for your website by creating authentic "relationships" through social media marketing.

So get started! List some potential guest blogs that your ideal client reads, check out social media channels where your people “hang out,” and start developing your inbound marketing strategy. Over time you will build a solid off-page SEO strategy that will increase quality traffic to your business website.



Share this post

Erin Gleig

Erin Gleig

Erin Gleig builds marketable online identities for Arts, Culture and Non-profit organizations. She is the owner of EMG Design, a digital design studio in Delta, Canada. Connect with Erin at Twitter @designemg.

Are you an Arts Organization that needs help executing your marketing?

With several years experience helping theatre companies and non-profits with their digital marketing needs I can save you time and reach a wider audience. Let’s chat! View my services offered by EMG Design.

You might find these articles helpful: 

Landing Pages for Service-based Business

Landing Pages 101

Developing Landing pages for your Service-based Business An important part of your online marketing strategy is landing pages for your service-based business. What’s the difference

Read More »
4 ways to your website save your time
Web Development

4 Ways to Make Your Website Save You Time.

Time is a precious resource. As busy entrepreneurs, we schedule every minute of our business day to be efficient. What if you could offload some of that work onto your business website? Save yourself time and end the frustration of dealing with dead ends and tedious tasks. Put your website to work! Think of your business website as your employee and make it work for you. It can be more than just promotional marketing material. We all want more time in our day, and your website can do at least some of the heavy lifting! Here are four ways to get your business website working for you and save you time. As the cliché goes, “Time is money!”

Read More »