Digital Marketing

Common Off-site SEO Issues: Troubleshooting

The SEO of your business is one of the key determiners of the perception that the audience has of your brand.

First of all, this allows you to target your audience without them even realizing that they’re being targeted. This allows you to approach them, without them dreading the idea that you’re trying to sell them a product or a service. Second, it improves your credibility, seeing as how top results are always held in high regard. Here’s a list of several crucial off-site SEO issues that you need to understand and tend to as soon as possible.

Managing backlinks

Backlinks are, without a doubt, one of the most important tools of SEO. Why? Well, because they’re the primary off-site method to lead direct traffic towards your website. Now, in order to ensure the effectiveness of these backlinks, you need to focus on the keyword. Here, what matters the most is keyword targeting; however, keyword implementation is also a positive thing. In order to make people come to your website and not leave immediately (thus boosting your bounce rate), your keywords need to be organic. Also, even the best link can die, from time to time, which is why regular bad backlink checking and removal are pivotal.

Google My Business listing

When it comes to establishing a great online presence, you need to keep in mind that Google My Business tends to be a go-to for the majority of online users. This will not only affect your SEO position but also the perception of your brand, which makes a passive (yet massive) contribution to your Google rank. Think about it, if a person reads all negative reviews of your business and sees that your score is poor, chances are that they won’t feel the need to open the website, to begin with. Getting listed or, more importantly, getting listed the right way around is pivotal here.

Meeting web searchers’ intent

Another thing you need to take into consideration is the importance of meeting the web searchers’ intent. When looking for a suitable keyword, you’re not just trying to pick something that puts you in front of them. You need to put yourself in their shoes and think about what it is that they want. This way, you’ll be able to do keyword research and build an online presence that portrays you as exactly what your audience has been looking for. Then, you can convert every interested party into a low-hanging fruit.

Monthly reporting

A small business is unlikely to handle its digital marketing (especially a highly-specialized task like SEO) on its own. Therefore, they’re likely to outsource this task to a suitable, specialized agency. This is especially effective when it comes to the development of white-label SEO strategies. Still, just because you’re not handling this on your own, this doesn’t mean that you no longer care about what’s being done with your digital footprint. This is why you need to ensure that the agency that you hire can provide you with a suitable monthly report. This way, you can stay on track with all the changes.

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More responsive social media presence

Your social media presence is also one of the major aspects of your off-site SEO activity. Here, there are three major criteria that you have to fulfil. First, you should try being proactive and putting yourself out there as much as you can (without being too pushy). Second, you need to ensure that your brand sounds, well… human. Avoid marketing jargon and simply try to talk like a real person. Finally, make sure that you’re as responsive as possible. This doesn’t just affect your DM habits but your response to brand mentions, in general.

Influencer outreach

Influencer marketing is definitely one of the most effective ways of expanding your online reach. Here, you’re not just getting access to the reach of the influencer that you’re collaborating with but also their reputation. You see, if a person of renown or authority vouches for your product or service, chances are that this will mean a great deal to your target audience. This is particularly true if you’re working with suitable micro-influencers. Still, this collaboration needs to start with effective influencer outreach.

Experimenting with content types and formats

Finally, you need to keep in mind that search engines look kindly on using different forms and formats in your SEO marketing campaign. For instance, even though your primary goal may be to be listed as the No.1 link on the SERPs, you need to remember that Google search results also feature three videos from YouTube at the very top. Why not occupy one of these spots, as well. Previously we’ve talked about getting listed on Google My Business. Why stop there? Google rich answers, snippets and images are just as important. Everything counts.

In the end, one of the things that matter most is that you understand that every proper SEO project needs to be as holistic as possible. This means covering a lot of ground and tackling all the relevant issues. Still, before you can fully commit to these issues, you need to know what they are and have a general idea of what there is to be done. Once you get to this point, you can strategize and plan further.

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Jennifer Hahn Masterson

Author’s bio: Jennifer Hahn Masterson is a Senior Content Strategist, holding an MA degree in business communication. She is always doing her best to help her clients find their place in the ever so competitive business arena, insisting on long-term sustainability rather than on some questionable get-rich-fast scheme. You can check her out on LinkedIn.
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