10 Essential External SEO Optimization Techniques. Every entrepreneur wants his site to occupy the first lines in the issuance of such popular search engines as Google, Yandex or Yahoo. There are two ways to achieve this: using external and internal search engine optimization (off-page and on-page SEO, respectively).
Internal optimization is all the actions performed directly on the landing page (website, blog post) that help her to occupy higher positions in the results. This type of optimization is familiar to everyone, and it includes such popular events as promoting a page by keywords, using anchor tags, meta tags, meta descriptions, optimizing page/message headers, and internal page linking.
External optimization affects all measures that are implemented outside the site, but also help improve its position: link building, communication in forums, working with opinion leaders, content marketing, etc. Among non-professionals, it is generally accepted that off-page optimization primarily helps search engines understand what others think about your product, services or landing page. Even with only a few links from large, relevant, reputable sites, you supposedly increase your chances of improving your ranking position.
But the task of external optimization is not to simply get a link to your resource from anyone else; It’s important to get a link from specific sites. After all, only then can you be completely sure that the so-called “link juice” (the value of the link to the promotion page) will be received, that is, a backlink will be beneficial.
It should be remembered that only dofollow links bring benefits. Using this type of backlink, as it were, demonstrates to the search robot that the site that posted this link guarantees the quality of the content available on this link. This circumstance, in turn, increases the credibility of the resource to which the link was posted. While regular nofollow links do not allow you to get the part of the PR site where they were placed.
Listed below are some of the most effective techniques for external SEO optimization, the effect of which will not be long in coming.
The content of the article.
1. Brand mentions
4. Working with influencers
5. Guest posting
6. Broken link building
7. Social networks
8. Content marketing
9. Questions and answers
1. Brand mentions.
In 2017, Google Search Quality Analystnoted that if you have good content, a few backlinks, people talking about your brand, and some mentions on social networks, you’re doing great work.
Social mentions are extremely important in that they are direct evidence of what people say about you, that you are interesting to them, and search engines really appreciate this moment.
Increase the number of brand mentions by attracting an audience of social networks, and try to answer all the questions asked: this will help you strengthen the trust relationship between the brand and the audience and earn credibility.
Previously, commenting on posts on other people’s blogs was useful: along with the comment, you left a link to your site, and this was the easiest way to build an effective link environment around you. But only until they began to abuse this strategy, and Google decided that irrelevant backlinks in the comments were useless.
You might think that commenting on blog posts is not so useful now, but there are many reasons why you should continue to do so. The main thing is that these are the right blogs with the right audience for you. In addition, this activity will help you establish profitable business relationships with both the blog owner and other commentators.
Find forums related to your product or services in the forums and participate in them. Make contact with the forum community, speak out on topics that are important for your business, solve the problems of others, give tips, make suggestions, because Google loves all this!
Make sure that your profile is complete and that the link to your resource is placed in the signature: it will appear under each comment you post, so this is important. Look for forums that allow you to post dofollow links.
4. Work with influencers.
Add a section dedicated to the community of your product to your landing page and turn to opinion leaders (influencers) well-known in your niche, asking them to leave their opinion on the topic you have raised in the format of comments, reviews, etc. Complete their commentary with contextual information and highlight it visually.
As soon as the content is published, ask the influencer to share it with your friends. People will be extremely interested to know the opinion of the leader on a particular issue. Thus, you will be able not only to establish relations with influencers but also to use the power of their authority in strengthening your own reputation.
5. Guest posting.
There are many blogs open for guest posting. It’s easy enough to find them, and they bring huge benefits because by posting your material on other blogs, you help to attract more attention to it.
Broken link building is a very interesting strategy. The goal is to search for broken links and subsequent contact with the owner of the resource where this link was found. A broken link can lead to any of your pages, in which case you simply update its content: the link becomes working again; if the link leads to a competitor’s site, then you propose replacing it with your own, leading to similar content. This will help to reduce the number of redirects and the frequency of page 404, which will lead to an improvement in user experience.
Broken links appear, as a rule, after a change of ownership of a hosting site. But they can also arise as a result of a simple grammatical error. Therefore, never save on a hosting provider and always check the links for errors.
According to research, today people spend on social networks much more time than a few years ago. An effective external optimization strategy must necessarily include working to use the potential of social networks to increase the distribution area of your content.
When content is viewed by people with different IP addresses, it becomes more authoritative in the eyes of Google: this indicates a resource of interest to people in different parts of the globe.
If you have quality content that can boast of real statistics, it must be distributed on social networks in order to reach an even larger audience.
8. Content Marketing.
Social media platforms, among other things, differ from each other in the type of preferred content: Instagram is intended primarily for photos, YouTube – for videos, Facebook and Twitter – for investing your thoughts in short text phrases. In this case, most often we share content on social networks, missing the opportunity to distribute it on other platforms.
Let’s say you wrote a useful step-by-step guide on creating exit-popup windows in Shopify. To develop this topic, you can record a training video and upload it to YouTube, prudently leaving a link to the printed manual.
Thus, visitors from Google will receive their part of the content, and YouTube users will receive information in video format. By the way, you can also embed the finished video on your landing page. In the LPgenerator constructor, this option looks like this:
Your task is to attract the attention of an audience of different platforms. Prepare material for each of them in their preferred format, use the advantages of different platforms and different content formats – so you can spread your information to a much larger audience.
9. Questions and Answers.
To generate a ton of content and provide it to the right audience, while strengthening your credibility in their eyes, Q&A sites such as Stack Overflow, Toaster, the question, Answers Mail.Ru and the like will help you.
Find the most suitable platform, questions related to your niche, and then answer them in such a way as to add value to the question itself.
If you already have a written guide to the question asked, leave a link to it, but so that you are not considered a spammer. If done correctly, this strategy can give a lot to your optimization.
A newsletter is a budget option to keep in touch with your audience and interact with it. To begin with, you will need to outline a distribution plan for what and when you will be sent. You can include in the mailing list both recently published material on the blog, as well as something new in your product. Please note that letters should not be voluminous: this is still not the format that involves continuous reading. The content should be concise, interesting, entertaining.
You need to send letters at a time when your audience is most active, while not forgetting about the differences in time zones. If the information you propose is useful, interesting and will be delivered at the right time, subscribers will thank you with their attention to all your subsequent letters. At the same time, you should not be too annoying and fill up people with too many letters: at some point, they will stop reading you, and then completely unsubscribe.
In addition to the content, attention should be paid to the visual design of the letters themselves.
External optimization is quite an important event, but do not forget about internal optimization. No matter how well you work outside the site, if the site itself is extremely poor in terms of both content and convenience, you won’t see high positions in search results like your ears. In addition, the site should load quickly, and for this, you need SEO-optimized hosting as air.
This list is not exhaustive. There are many more optimization options that you can discover yourself. Do not forget about one thing: the more large and authoritative sites will link to you, the higher the chances of taking the first places of delivery.