Benchmarking Off-site SEOis the set of natural referencing actions aimed at boosting the popularity of a website. Unlike SEO on-site and on-pageThese are therefore actions that are carried out outside your website, further away from the purely technical and semantic fields.
What are the criteria for off-site natural referencing and how to take them into account in your SEO strategy?
Today we give you the Elements of SEO popularity that will matter most to the search engine algorithms. And that's going to affect your ranking:
This is the total volume of external links that you benefit from.
The number of referring domains
This is the total volume of external sites linking to your site.
The share of nofollow / (do)follow links
An external link is usually created to take the visitor from one site to the content of another site if they are interested. As-is" backlinks are links to the(do)follow attribute : search engine robots are allowed to follow the link. And, above all, to transfer part of the strength of the web page (its pagerank) to the other site in question.
But a backlink, for one reason or another (at the decision of the page editor), can have the attribute nofollow. This attribute will tell robots not to follow the page: this link will therefore not give any "SEO power" to the site it points to.
Links in nofollow indirectly participate indirectly in the popularity of a site (because they remain links and represent an additional signal of online presence), but they do not have the impact of the dofollow link.
However, the natural tendency for a site is to still have a certain percentage of links in nofollow: these are interesting in the idea of keeping various backlink profiles.
The anchors of your ties
Google and its conferees will also pay attention to the anchors of your links: this allows them to link your site to semanticsThe aim is to improve its natural referencing.
For example, if your site is called MyKdoFun.com and it sells Christmas decorations, a backlink anchor of the type "Christmas decorations site" will have more weight in the netlinking of your site than the anchor "MyKdoFun.com".
Nevertheless, when it comes to anchors of links too, the approach must remain natural! It seems normal that a certain part of your backlinks are made to the your brand name or your website.
The authority of your reference domains
An important part of the power of your netlinking lies in the authority of your referring domains.
What is authority, you ask me? It is the degree of importance and influence of your reference domains. A link made to you from LeMonde.fr, or (even better) Gouvernement.fr will clearly not have the same authority as a link from the site of your village bakery, for example.
The notion of authority is closely linked to that of confidence and quality of information. If trusted sites are sending you SEO juice, it tells Google that they can trust you. Hence the interest in acquiring backlinks from authority domains!
Authority can be measured (or rather estimated) using a score out of 100, the Authority Score invented by Moz.
The theme of the sites and degree of expertise
Another crucial criterion to take into account in your netlinking strategy is the subject matter of your reference domains and their degree of expertise in this subject matter.
Let's say you have an online gingerbread sales site. If a major online media in the automotive field makes a link to you... Let's say that Google will not necessarily understand the purpose of this backlink. It is not "ideal" (without necessarily being penalizing for all that!). But if a site dealing with regional products, crafts, food makes a link, it makes much more sense! And if this site, on top of that, is the n°1 food media in France, this backlink is of very high quality.
In short, the idea is the following: make sure to get mostly backlinks from sites that are close to the themes you deal with. And preferably who are subject matter experts !
Off-site SEO is essential in your natural SEO. Do not neglect it ! Beyond participating actively in your SEO, improving your online popularity is (or should be!) a a major stake in your company's marketing strategy.
Indeed, the links are made for the visitors, before the robots 🙂 Adopting a natural off-site approach means above all wanting to gain visibility and notoriety with these Internet users, before looking for a simple "SEO boost" by manipulating the algorithms.
The key in your off-site optimizations is thus to build your links in a way that natural and consistent !