SEO Part 2

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Off-page SEO – essential rules

Continuing on from last month’s SEO blog, we’re taking a dive back into search engine optimisation (SEO), with part two of our series.

Last month we focused on the key things you need to do to inform Google your website has quality content, worthy of ranking.

This month we’re delving into off-page SEO and what needs to be done to convince Google your site has some authority over other sites fighting for Google’s attention.

So how exactly does off-page SEO differ from on-page?

Off-page SEO focuses on building on that reputation your site has with Google. Having highly optimised pages is fantastic but Google also likes you to build trust from other sources. Google sees this as validation that you know what you’re talking about.

On-page and off-page SEO go hand in hand.

So what are the key things I need to know?

Here are our top four essential tips, covering the fundamentals of off-page SEO:

  1. Link building
  2. Social media posting/reblogging
  3. Website trust
  4. Structure and compliance.

Link building

This is a critical step in getting solid, lasting results from your SEO efforts and it requires building links over time. Link building is split into two different streams:

  1. Internal links
  2. External links.

Internal links are links to pages on your own website. Here’s an example: a plumber has a page about leaky taps. Internal links go from this page to each of the bathroom, kitchen and laundry renovations pages. This helps build authority that leaky taps are one reason to undertake a renovation to your current bathroom, kitchen and/or laundry.

Pages should be linked together on certain keywords that apply and not just randomly added into your content.

External links refer to other websites that link through to your website. Highly trusted sites with lots of traffic are the key places to seek out these links. With validation from other sites, Google believes in and trusts your website. With other sites referring to yours, Google reasons you must know what you’re talking about. Links from business directories and other locations will all help.

Social media posting/reblogging

We’ve all seen it. Posting on Facebook, Linkedin, Twitter and Google+ is a common practice for business these days. Sharing your pages or blog posts to social media not only provides additional links to your website, it also provides another avenue for your customers to see your new key content, resulting in added traffic to your website.

Reblogging your posts to other blogging platforms, with links back to pages on your website, is also incredibly powerful. Just be careful to follow our rules on content duplication. See SEO – Part 1.

Website trust

Security is becoming a very important factor, affecting Google’s trust in your website. All websites should now be configured with a valid SSL certificate defaulting to https:// for your primary domain. Google Chrome will soon start giving warnings that sites without this certification are insecure. Our parent company, Cloud Edge wrote a great blog post on this topic. See What does HTTPS or SSL mean for my website?

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Google’s trust in your website extends to other areas as well. The age of your domain name is one of these important factors. For those that are thinking of starting a business venture in the near future, it may pay to secure that domain name today in order to start the domain age ticking over.

Structure and compliance

Regularly look through your website for broken links and fix these, with redirects to other pages. Broken links can cause a fair amount of harm to your rankings if they’re not resolved in a timely manner.

Your website should also contain a sitemap which is submitted to Google and Bing for indexing. Most website designers and developers tend to do this for you.


Off-page SEO is just as important as on-page SEO if you’re looking to improve your Google rankings.

Do be selective with where you look for backlinks as the wrong locations can cause harm to your rankings.

Most of this work requires time and patience as you can’t action everything overnight.

If you’d like to know more about SEO or would like a free audit of your current website, just fill in the details below and we’ll get back in touch with you soon.


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