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Off-page SEO
Off-page SEO involves activities outside of a website that influence its perception in search engine rankings. The two main components are backlinks and social signals. High-quality, natural backlinks from authoritative websites help search engines evaluate topic relevance and popularity. Outreach is done to gain links through compelling content, outreach, sponsorships, guest posting and more. The link profile includes metrics like quantity, quality and diversity of referring domains/sites. Social signals include shares, likes, comments and mentions that boost topical authority and brand awareness.
Monitoring tools track link portfolio details and new links. Competitive research identifies sites linking to competitors for new partnership opportunities. Broken links are repaired to maintain referral equity value. Low-quality or unnatural links get removed to avoid penalties. Engagement metrics show what content/topics perform best socially to emulate across networks.
PR, link building and influencer outreach campaigns provide regular new links from relevant sources. Quality content marketing across owned, earned and paid channels delivers assets to increase social actions and encourage organic pickup/citations. Events help raise brand profile and foster relationships.
A comprehensive off-page strategy requires ongoing efforts. But results manifest gradually as new authority passes through the network to rankings over months. Regular evaluation ensures activities align with the latest SEO and industry best practices.