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Hello and welcome back to How SEO works. This is the second article in the series, if you are curious about part one, click here.

SEO or Search Engine Optimisation is the process of using multiple tactics and techniques to help a website or a piece of content rank highly on Google. 

This basic definition is where most people’s knowledge of SEO tends to end. What we are going to explore today is the other element of SEO that we need to cover, OFF Page SEO. 

OFF Page SEO is a different process to ON Page SEO. It differs because it relates to all the work you do around your website, not necessarily the on-page elements that you have been working on previously. 

OFF Page SEO refers to the optimisations that you do off of the website you own. One of the techniques involved with this includes earning backlinks. This involves building a partnership with other websites so that you can benefit from one another. You can create content for their website, and they can share it. This is a tough process, but a necessary one when you want to succeed in your SEO work. 

The best SEO company in Collingwood would tell you that OFF Page SEO is not just about links though. It is about much more. Social Citations, backlinking, relationship building, and brand mentions, just to name a few, are other elements that relate to the very important aspect of OFF Page SEO. 

OFF Page SEO refers to the techniques that you and others would implement away from your website to raise the search engine ranking of your site, and its pages. 

Although it usually gets associated with link building, OFF Page can mean more, for instance leaving a comment on another page is a way in which you can build trust and relationships. 


Let’s dive into some of these techniques: 


Having internal pages that are ready to link and are optimised through interlinking are integral to your OFF-Page success. 

Improving your internal pages will give a big boost to your organic ranking, and it is important that you understand that much of a site’s value in SEO comes from how the internal pages are set up. 

Having a good structure of internal pages occurs through a technique known as Siloing. This refers to grouping related information into distinct sections on your site. Kind of like how there are chapters in a book, or scenes in a movie. 


The process of siloing has 4 main steps.



Ask yourself what subject themes are ranking on your site already.
Ask yourself what themes are legitimately relevant to your website.
Ask yourself what would a user search to see your content.
Ask yourself what clear subject themes work for your website. 


This step is about implementing a physical silo through your site’s directory structure. This will look like a pyramid structure of your webpages. If it isn’t possible to apply, you can use virtual silos where navigation and the way in which you link your content will determine the theme most relevant to your site. 


Carefully examine your link structure throughout your site. Be sure to interlink your internal pages to reinforce site themes. 


Publish relevant, and highly engaging content, use headers, bold text and an engaging tone of voice. Write as if you were explaining to your audience, and be sure to use relevant keywords within appropriate silos to make each element relevant to your overall SEO goal. 



Keyword research can be a bit of a slog. There are infinite combinations to make with the English language, and it can be hard pressed to come up with keywords that may strike originality. A lot of the time you will be in competition for keywords too, and it can be a tough endeavour battling with brands that hold much higher SEO budgets and skills. 

One sure-fire way to get good keywords that are relevant to your website and business, you will need to pick keywords that are ‘thematic’. These types of keywords run along a theme, and as a result, are very relevant. 

Some great techniques to assist your content get easily recognised through search engines like Google include putting the actual keywords in the title of your content. 

Let’s say that you are a web design and digital marketing agency based in Collingwood, you could generate your content headlines with these three keywords – 


  • 10 tips from the Best Web Design Company in Collingwood
  • OFF Site SEO tips: What the Best SEO Company in Collingwood says
  • Best PPC Agency in Collingwood: How to get your ads working fast 



With over a 100 billion searches on Google each month, it is worth mentioning that more than half all come from mobile devices. 

To the majority of those looking to improve the SEO of their own website’s or of the website of a client, backlinks are the most important OFF Page SEO factor to consider. 

Natural links from authoritative websites act as independent votes of confidence for search engines, which help you trust your website more. 

When Google’s bots search through your site, they’ll be looking for fresh content, they will index your pages and prepare them for search users. After these pages are indexed, they are then used by Google’s ranking factors, which need to be considered. Some important ones to look into are below: 

  • The number of linking domains – the number of domains linking to your site 
  • The number of linking pages 
  • PageRank of linking page 
  • Link Relevancy 
  • Authority of the linking domain 
  • Links from the Homepage 
  • Number of dofollows and nofollow links – Google doesn’t count nofollow links 
  • Diverse link types 
  • Contextual links 
  • Link anchor


Lastly, be sure to note that Link Quality is a very important factor of OFF Page SEO, be sure to ask yourself the following 

  • Did the link come from an authoritative, or good quality source?
  • What made the site owner link to your website? 
  • What is the link quality? – Did it come from an authoritative site? 
  • How new is the link? 
  • How natural is your link profile? 



SEO is a tough one, the element of OFF Page relates to all the things you do outside of you site. This doesn’t mean neglect your site, it means set up your site in the best possible way to perform well with OFF Page SEO techniques. 

Optimising your internal pages and siloing your site to fit into themes is a great way to prepare your site for Google’s bots, as well as help your theme shine through so that Google and other search engines index your page effectively, resulting in a higher Google Ranking. 

It’s no secret that OFF Page is about links. The best SEO company in Collingwood could tell you that in a heartbeat. However, links aren’t the whole story. It is about the content you create, the relationships you build, and the keywords you spend your time researching. 

When it does come to links, be sure to get high link quality and try to achieve the right backlinks. 

If this article has intrigued your interest, and you’re wanting to try SEO services with a qualified agency, be sure to give Castle Jackson an email or a call.