Why does off-page SEO matter?

While the search algorithms and ranking factors of search engines are ever-changing, one constant is that your site’s relevance, trustworthiness, and authority always play a significant role in your page’s ability to rank.

How do search engines determine if you are relevant and trustworthy?

Google has recently made the concept of Expertise, Authority, and Trustworthiness (E-A-T) famous, directly depending on your website’s off-page SEO efforts. Google assumes that a high-quality and useful website is more likely to have references and backlinks from other websites. It is more likely to have social media tags and mentions, and it is more likely to be shared among groups of like-minded people. These “green signals” for Google can be generated only by an expert and dedicated approach to off-page SEO.

Off-page SEO tells the search engine that your website is vital to others on the web. Every link you receive from another website, social media, or influencer acts as an endorsement that, over time, increases your site’s authority and trustworthiness. Therefore, a successful off-page SEO means establishing the trustworthiness and authority of the site, an increase in site exposure, and, consequently, increasing your website’s rankings.

What is PageRank?

PageRank is one factor of SEO that looks at the quantity and quality of backlinks received by a site. Google officially said goodbye to Toolbar PageRank in 2016 after not updating it for years. That is why many people claim that PageRank is an outdated and irrelevant metric for modern-day SEO.

Is PageRank still relevant?

Google’s Gary Illyes confirmed post-2016 that they still use PageRank in Google’s ranking algorithm among hundreds of others. Link building is one of the best ways to boost your PageRank, ultimately increasing your search engine rankings. Also, links improve the user’s experience as it makes navigation easy for the users to find helpful content in the same thread of links. Therefore, our link building approach’s primary function is to get you quality backlinks over quantity backlinks. We determine the quality of the backlink in terms of the factors below:

• The popularity of the referrer site
• Domain authority and page authority of the referrer
• The trustworthiness of the referrer site
• The anchor text used on the referrer site
• The number of other outgoing links on the referrer page
• The relevance of the referrer page to the referred-to page
• The “freshness” of the link

How much weight does off-page SEO carry in rankings?

Moz’s Search Engine Ranking Factors study on 250+ ranking factors shows that off-page SEO factors likely carry more than half of the ranking factor weight. Off-page SEO is guaranteed to work when done right. However, running a successful off-page SEO campaign is extremely difficult as it has multiple layers of complexities.