Off-Page SEO in 2013 and beyond

By on Jun 13, 2013 in Search | 47 comments

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A decade ago, off-site SEO has been all about links. But it’s expected for search to progress, given that there’s a continuous evolution in web usage – which also has an effect on web marketing best practices.

These changes allowed search engines to accumulate far deeper understanding of how people make use of the web, and in turn a better ability for them to assess websites worth and deserving of higher rankings.

Off-site SEO factors have been transforming its filters to become more reliant in data that are outcomes from pure marketing efforts (off-page SEO is pure marketing).

off-page SEO


Links will always be a valuable signal for search engines (and users as well), even though many are still abusing this factor to achieve better search rankings.

Google has been strict with link spam detection for the past few years (Penguin and unnatural link penalties), and will certainly continue with it, since the role of links in helping search engines understand web documents is still crucial.

It’s also helpful as a metric in indicating quality, authority and relevance, making links a strong factor in evaluating the overall importance of a website.

Some of the off-page factors that links can help with in influencing a website/webpage’s ranking power:

You can also check out some of my older posts on how you can get more links to your site:

Social Data

Social signals” is another trust and popularity indicator that search engines can use by obtaining available data from known social media networks/websites.

User behaviors, in terms of web usage, have been more exposed in social platforms, which is why this ranking factor has been somehow more relevant in determining popular content, personalities and brands.

Although it’s not applicable to every industry, and not really a factor that Google will most likely focus on, it’s still a signal worth pursuing (diversified traffic sources is always good).

Off-page SEO factors that social signals can help in affecting search rankings:

How to get more social shares:

Michael Martinez also wrote a great piece that also explains how search engines could be using social data in their search ranking algorithms.

Brand Signals

It’s obvious that Google is favoring brands more and more, as they update how they rank webpages in their search results. The answer is simple, because well-established brands are more credible and trusted by people.

“The Internet is fast becoming a cesspool of misinformation… Brands are the answer. – Eric Schmidt”

There are several factors in which search engines can gather data that relates and pertains to the strength of a brand’s presence over the web, such as:


brand coverage


branded search

How to improve your online brand presence:

SERP Performance

Given that Panda is now being integrated to Google’s search ranking algorithm, the performance of your site/pages’ listings in the search result pages will be more important than ever – as an off-page factor.

The data that they can retrieve through search results help them assess relevance (of the page to the search query), usability as well as the engagement rate of the page.

Some of the viable factors that search engines can use to evaluate a ranking webpage’s SERP performance are:

How to improve your site’s search listings performance (for CTR and long-click):


video snippet


Relationship is a strong indicator of trust. The people and brands that you’re associated with speak a lot about your own brand. And which is why social connectivity is a good off-page signal for search engines in determining a brand/content’s value.

social graph

Few ways that this factor may be used by search engines to identify brands with authoritative relationships:

On how to build strong online relationships, you can check out some of my old posts that tackle this aspect of online marketing:


Building a solid author portfolio doesn’t just occur within your site, as you can also improve authorship through establishing yourself as an expert author on other industry-related sites (and by also implementing the rel=”author” tag on your content contributions).

contributor to

How to prepare for and improve your AuthorRank:

Information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. – Eric Schmidt

Reviews and Sentiments

People’s sentiments about the brand’s site/products/services are also one of the most significant data that search engines can draw to assess credibility, popularity and market value.

Google is already using sentiment analysis within their algorithm, which is why getting more voluntary and authentic user reviews of your brand will more likely affect your site’s overall ranking power.

How to get more reviews for your site, product and/or services (I’ve already shared the following three pointers on a post I’ve written few months ago):



Building citations is a practice that is more known for Local SEO – as it mainly helps in improving a site’s search rankings in a certain location.

Since citations mostly include NAP (business name, business address and phone number), it can then be a strong indicator that the business is real – given that it has the necessary details wherein people can actually find their office/stores.

How to build citations (below is a list of the top local business directories, which was originally curated by Andrew Shotland):

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre.

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

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  1. Abdi Mohammed

    June 13, 2013

    Post a Reply

    Thanks for the write up Jason – as a recent reader of your blog I’m impressed by the comprehensive nature. I didn’t realise the bit about search engines’ using LinkedIn (employees listing company as their employer) as a way of verifying the brand is for real – makes sense.
    The question is how to weight resources on the 7 broad factors you’ve mentioned – yes I realise that each industry/website is different but broadly speaking would it be right to say something like X% of resources should be devoted on gaining links/social etc?

    • Sahil

      June 22, 2013

      Post a Reply

      Off page SEO in search engine’s point of view is definitely evolving rapidly over time. It has definitely become more of a relationship building, gaining users trust, maintaining good brand reputation, being socially active and interactive etc. The ranking signals of search engines tend to have come up with ways to provide the most relevant result to the user with great metrics mainly related to usability, engagement and user experience.

      • hiren

        June 29, 2013

        Post a Reply

        Nice post and Thanks for sharing these useful SEO tips with us. I am sure I increased my knowledge and theoretical skills by reading this post. thanks for sharing..

  2. Sean

    June 13, 2013

    Post a Reply

    Nice one Jason – perhaps you should also include user SE queries as an off-site factor. I find it quite true. Although it is intricately tied with branding. Queries such as ‘Coleman waterjug’ will consequently increase coleman’s SE rankings for the keyword ‘waterjug’. But don’t take my word for it. Test it out.

  3. Aris Llanto

    June 13, 2013

    Post a Reply

    I’ve been following KAISERtheSage for more than 2 years since i have first read a blog about SEO and i would like to say that this is one of the most interesting posts that I’ve read so far. I’ve seen so many changes in doing seo works before compared today in terms of search algorithm. I agree with you Jayson regarding the topic posted here especially about Brand Signals, SEO should focus more in building trust and good reputation as they help and guide by sharing thoughts and quality information.

  4. Breno

    June 13, 2013

    Post a Reply

    Good points Jason. All internet marketing campaigns really turned upside down from the recent Google updates but the good thing is that all those with clean slate have been uplifted. So let’s just continue to create meaningful work to get away with Google’s radar.

  5. What a great post Jason!

    I think sentiment analysis has an opportunity to be a huge factor in assessing links pointing to a site. No longer will you be rewarded for having a bunch of bad reviews online. If all your reviews are coming from Pissed Consumer and such, then you definitely shouldn’t get positive value from those links.

    Just my 2 cents.

  6. Short post but says a lot. The factor you have explained are perfects for any website to rank well on search engine. I think you missed an important factor “content” – it isn’t only an onpage factor, it’s also serves as an off page factor. Content is in central-point of all activities you performed on social media, for links, for branding, relationship building, to get reviews and so on.

  7. John

    June 14, 2013

    Post a Reply

    Hi Jason,
    Very useful information provided by you, it is important to put them into practice.

  8. Mikk

    June 14, 2013

    Post a Reply

    Hey Jason,

    Let’s say my site doesn’t have an office nor actual store or place where you can meet in person. Furthermore, I don’t have any US telephone nr.

    What can I do in such situations?

    I can get US nr for $20 a year. However, I can’t use any address. Should I avoid NAP listings or use some sort of fake address?

    Thanks in advance.

  9. brittny

    June 14, 2013

    Post a Reply

    It really took a long time to read it Jason, but all the way this information that you shared is very useful, we have to move according to you suggestions and actually they are very nice, and get off-line-seo more meaningful at our end by following this topics.Your view about SERP performance and brand signals is really nice. Thanks for sharing this.

  10. Christopher

    June 14, 2013

    Post a Reply

    All these updates and SEO changes make my head spin. I know it’s for good cause and I’m definitely in support of it, but it sure gets tough to keep up with at times. Thanks for your insights, and saving us from some of the headaches that are still to come. :)

    • Cartermiller

      June 24, 2013

      Post a Reply

      Yes Christopher you are quite right, these are hard to get but very much helpful too.

  11. Ben Edgson

    June 16, 2013

    Post a Reply

    Awesome! a blogroll is something I will definatly be adding to my site after this and looking to be added to others once I build enough value on my site :)! Thank you so much!

  12. James

    June 17, 2013

    Post a Reply

    Good Read, Nice and brief and almost covering all important information regarding off page seo, I appreciate your writing. Thanks!

  13. Jackson

    June 21, 2013

    Post a Reply

    Jason, Well Done! The exclusive features about Off page seo are really looking promising and knowledge. I am highly impressed to see your writing and concept. Thanks for sharing some of most inspiring feature in this source. Really Great job.

  14. merlin

    June 22, 2013

    Post a Reply

    i tired a lot to get good traffic to my site but not succeeding, even i do seo your suggestion will be highly appreciated.

  15. Freddy

    June 22, 2013

    Post a Reply

    GREAT Article on Off Page SEO!

    WOW! you have really delivered a lot of value here!

    I am currently working on branding myself as an Experience Author in different Internet Marketing Areas. Especially SEO 😉

    I am kind of an SEO Geek and I am still learning about it but so far so good.

    Now I know how to get free traffic to my site by applying simple SEO tips and this article has over-delivered on SEO information!

    Thanks man!

    Much success!

  16. Jamal Uddin

    June 22, 2013

    Post a Reply

    A very good article i appreciate your hard work.But i a more focusing on twitter and facebook because i can find almost a huge audience there with minimal budget of marketing.

  17. Xavier D

    June 22, 2013

    Post a Reply

    Very useful article on SEO techniques, with great information and tips. Indeed, I agree times are changing as far as SEO, and will likely continue to progress.

  18. juliacora

    June 24, 2013

    Post a Reply

    This is a very useful article for every SEO. There are new challenges coming in the future related to SEO, and this is a good addition to help to tackle those.

  19. Doc Truyen

    June 24, 2013

    Post a Reply

    I think Google will focus on Social Network more and more in the future! So we need to promote our site on Facebook or Twitter.

  20. Off page SEO is really all about relevancy today. Relevant links, relevant social connections, relevant online community involvement, etc. Think of SEO as any other marketing tactic. Your site should have a presence wherever your target audience is hanging out on the web.

  21. Jennifer

    July 2, 2013

    Post a Reply

    I would only say that Off-Page is right hand for SEO, its really more valuable for SEO.

  22. Consider the rise in spamming, I could suggest that on page seo, off page seo and SMO are only the best practices left for us. These are good enough to prevent penguin or panda updates.

  23. Thanks! Great info about on page and off page SEO. Although recently I have began concentrating less on SEO an more on making sure I update my website at least 3 times daily, which so far has worked really well! I was getting 150 visitors per day when doing lots of SEO work, now I am updating my site 3 times daily, I am getting 800 visitors per day!!! Great tips! Thanks!

  24. Mallesh

    July 9, 2013

    Post a Reply

    I have been trying to form good links in different ways but nothing worked out for me. Also I have one question on what are the disadvantages I will face if I enable dofollow comments on my blog?

  25. Robin

    July 10, 2013

    Post a Reply

    Nice and brief and almost covering all important and informative tips regarding off page SEO, I appreciate your writing. Thanks for this.

  26. Darin

    July 14, 2013

    Post a Reply

    Thanks for an interesting blog, difficult working out the correct strategy for websites.

  27. Great article!

    It’s so important teach local bussines owners about how local seo and off-page-seo can improve their sales with a constant effort.
    Usually local bussines websites are static content boxes and so many times they don’t renew or upload new content. And, of course, their Social Graph is so poor.

    We hope, all that tips your article are stressing come to local bussines world.

    Un saludo!

  28. Christopher

    August 6, 2013

    Post a Reply

    Thanks for your site. I think I found a new source for learning the most valuable subject in internet marketing, SEO! Thanks

  29. Jitendra Vaswani

    August 29, 2013

    Post a Reply

    A Best way to increase blog traffic from Google is organically. If we want to build a great blog then we have to focus on readers who want to read, talk about, and share our blog. it helps our search engine rankings to grow naturally. This type of growth is a powerful thing and increases the traffic that will never lose for a very long time.

  30. Atanu Das

    September 3, 2013

    Post a Reply

    Hello Jason, I have found your blog while touring via blogland. I must appreciate your effort to present such type of informative article in front of the readers. More over I am thankful to you that you have mentioned the long list of Citation Sites. Those are really helpful. Now-a-days citations, authorship, social signals are really very very very important for the SEO. So as per my point of view, Be Steady but Slow and By doing real QUALITY works we can achieve the desired position on the Search Results. Thanks mate for sharing this lovely article. Looking for some more article from you. Keep it up!

  31. Tanvir

    September 11, 2013

    Post a Reply

    Thanks Jason, Really worth reading article. Totally agree with you. Off page SEO is pure Marketing.

  32. ian

    September 22, 2013

    Post a Reply

    Another great post as always. I found your website by chance and it seems i can not leave soon :). Thank you so much !

  33. Anoop

    December 9, 2013

    Post a Reply


    Local Listing, posting and sharing high quality content, these are activity play a major role in 2013 SEO. It help in generating leads and branding.


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