What Is Off-Page SEO? How to Build Authority and Boost Rankings

You’ve optimised your website content, added keywords, and improved your page speed, but your rankings still aren’t where you want them to be. That’s where off-page SEO comes in.

In this blog, we’ll break down what off-page SEO is, why it matters, and how to use it to build authority, trust, and visibility in search engines.

What Is Off-Page SEO?

Off-page SEO refers to all the actions taken outside of your own website that impact your rankings in search engine results pages (SERPs). While on-page SEO focuses on what’s on your site, off-page SEO is about how the rest of the internet perceives and interacts with your site.

The most well-known off-page SEO tactic is link building, but it also encompasses other strategies such as social sharing, brand mentions, and online reviews.

Why Off-Page SEO Matters

Search engines like Google use off-page signals to determine how trustworthy, authoritative, and relevant your site is. The more high-quality websites that link to you or mention your brand, the more likely Google is to rank your content higher.

Here’s what off-page SEO helps with:

• Improves domain authority
• Boosts keyword rankings
• Drives referral traffic
• Builds brand credibility and trust

In short, off-page SEO helps search engines see your site as a valuable resource worth ranking.

Key Off-Page SEO Techniques

Link Building

Backlinks (links from other websites to yours) are one of the most important ranking factors.

Types of backlinks:

• Editorial links: Earned naturally through great content
• Guest post links: Earned by contributing to other blogs
• Directory links: From reputable business directories
• Broken link building: Replacing dead links with your content

Focus on quality over quantity, a few links from trusted sites are better than dozens from low-quality sources.

Social Sharing

While social signals aren’t a direct ranking factor, they can amplify your content’s reach and increase the chances of earning backlinks.

Tips:

• Share your content across platforms like LinkedIn, Twitter, and Facebook
• Encourage sharing with social buttons and CTAs
• Repurpose content into different formats (e.g. infographics, videos)

Guest Blogging

Writing for other reputable websites in your niche helps you:

• Build backlinks
• Reach new audiences
• Establish authority

Ensure your guest posts are high-quality, relevant, and include a natural link back to your website.

Influencer Outreach

Partnering with influencers or industry experts can help you earn mentions, shares, and backlinks.

Ideas:

• Collaborate on content (e.g. interviews, roundups)
• Offer free access to your product or service in exchange for a review
• Build genuine relationships before asking for links

Online Reviews and Citations

For local SEO, reviews and citations (mentions of your business name, address, and phone number) are crucial.

Tips:

• Claim and optimise your Google Business Profile
• Encourage happy customers to leave reviews
• Submit your business to reputable directories (e.g. Yelp, Trustpilot)

How to Get High-Quality Backlinks

Here’s a quick checklist to help you earn better backlinks:

• Create link-worthy content (guides, tools, infographics)
• Reach out to websites that have linked to similar content
• Use tools like Ahrefs or SEMrush to find backlink opportunities
• Fix broken links on other sites by offering your content as a replacement
• Avoid spammy tactics like buying links or using link farms

👉 Related: How to write blog posts that rank on Google

Final Thoughts

Off-page SEO is all about building your website’s reputation and authority beyond your own domain. By earning high-quality backlinks, engaging with your audience, and fostering relationships within your industry, you can boost your rankings and expand your online presence.