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Brand Mentions

Brand mentions are an important factor in off-page SEO, since search engines give brand names far more weight in determining the trust or authority of your domain compared to key search terms.

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Business Directories

Business directories are critical to your local search engine optimization. They are a legitimate and high authority source of backlinks to your business. In many cases, they can be a good place to improve off-page SEO as well.

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Reviews and Testimonials

Reviews that others post on their websites and blogs create brand awareness, improve your brand’s weight with search engines and may result in social media mentions. If the reviewer posts a link back

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Contribution

Ford, Proctor and Gamble and Coke set up social media sites where they sought to gather their customers to create a sense of community, gather valuable market intelligence and tap into that dedicated force

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OFF PAGE SEO STRATEGIES FOR 2017

Off-page SEO refers to search engine optimization strategies that happen away from your webpage. Link-building is one such strategy, but it is far from the only one. Let’s discuss the best off page SEO strategies for 2017.

Brand Mentions

Brand mentions are an important factor in off-page SEO, since search engines give brand names far more weight in determining the trust or authority of your domain compared to key search terms. They want to make sure, for example, your company comes up when someone searches for it by name. Even when JC Penny got delisted in 2011 on searches for women’s clothing because they peppered many sites with the company’s URL and key search term, a search for “JC Penny” itself still brought up the company’s website and stock ticker.

One way to improve brand mentions is to hash tag the company brand name as well as your company name, and then include the hash tags when you send out announcements via Twitter or social media updates. Don’t forget to use the company name and brand name when announcing things, such as “Company X is hiring 50 more sales people today!” instead of headlines like “We’re hiring!” When version B of your new product comes out, talk about how the latest model of Brand name by Company X meet their needs, not the generic “version B has been released!”

Branding company social media webpages is a given or should be. Don’t forget to ask your employees to mention the company in their own professional social media profiles. You can ask them to share content the company publishes, but they are more likely to do so if you create positive content about team members and their accomplishments that they want to share. And if it contains positive mentions of the company along with the company’s name and brand names, this is a win-win public relations and SEO strategy.

A subtle version of this is ensuring company names and product names are in the titles of your content. When you share the links on social media or customers do, the brand name and product names are seen more often by the search engines and given more weight even if no one does more than share the link.

Business Directories

Business directories are critical to your local search engine optimization. They are a legitimate and high authority source of backlinks to your business. In many cases, they can be a good place to improve off-page SEO as well. Don’t include brand names in the business name field of the business directory – that’s a violation of the rules. Instead, list in the business description that you are the original manufacturer of DEF products. If your customers are searching for specific keywords related what you offer, the business description could say you are a licensed distributor of XYZ brands or service A, B and C brands.

Seek reviews on these business directories by customers that include your full company name and/or product name. Not only do these reviews improve brand name recognition with search engines, but the reviews are seen as more legitimate than a generic “we love these people!” Then there’s the fact that businesses with high ratings tend to win over those with better SEO but lower scores.

Reviews and Testimonials Anywhere Else

Reviews that others post on their websites and blogs create brand awareness, improve your brand’s weight with search engines and may result in social media mentions. If the reviewer posts a link back to your website, you gain legitimate backlinks. If you connect with influencers whose following closely resembles your customer base, you’ll see significant discussion about the brand and sharing of other reviews about the product. If the review is done by a major figure, expect it to generate a few new testimonials by others joining in the “me-too” of the influencer.

Contribute to Sites Where Your Customers Hang Out

Ford, Proctor and Gamble and Coke set up social media sites where they sought to gather their customers to create a sense of community, gather valuable market intelligence and tap into that dedicated force for social media marketing as required. For everyone else, you need to find where your customers are hanging out online. Then contribute to the forums and discussions in a constructive way. This can take the form of sharing information about replacement parts and service in response to questions on how to fix issues with the product or praising people on novel uses of your product. Advertising on these sites to help pay for their upkeep can put your brand front and center in front of your audience. Having engineers, tech support or product developers engage with customers on these sites could lead to better understanding of the needs of the users while serving them in various ways. For example, suppose an engineer is talking about how the product shouldn’t be used in a particular way in response to someone’s question. This shows the entire audience that you care to assist the users, may result in conversational SEO question and answers that you don’t have to craft and promote otherwise, and educates those most likely to engage in the action on why they shouldn’t do it.

Answering questions people have on these forums by throwing in links to user manuals, existing tech support solutions and information on how to contact the right department is natural link building that isn’t spam.

If you address someone’s complaints on these sites with offers to make up for it, you also avoid the negative press of someone complaining everywhere else in hope of getting an answer or as punishment because you were otherwise unavailable. And publicly replying to the complaint with “here’s how you can get service” or “we’re so sorry, you get it fixed for free” neutralizes the complaint in the eyes of your most likely customers. The side benefit is that it may lead others with the same issue to have it addressed properly instead of complaining on the site to the detriment of your brand’s reputation. This should be in addition to responding to negative comments on your company’s social media accounts, not in place of it.