There are many different elements to digital marketing and especially search engine optimisation (SEO) and each of them is important. Many people concentrate on on-page SEO without realising that it is not as crucial as many off-site elements. This could be because it is easier to ensure keywords are in the right places and that there are internal links. A clear call to action, relevant graphics, a nice header, and so on are all excellent and necessary, but if you ignore off-page SEO, don’t expect the website to perform as well as it should.

Most people know what on-page SEO is, so what is off-page SEO, and how can it benefit your website if it is not on the pages? On-page SEO refers to such things as –

• The quantity and quality of the links you have to and from your website
• Traffic and user signals
• Social media metrics
• The mention of your brand name and domain name on other sites

Some of these link back to having something on your website, e.g., social media sharing buttons, but most activity is done offsite. For instance, while you have social media buttons on your website and someone clicks one of them to share your information to say, Facebook, the benefits to your website then come from the resulting Facebook activity.

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