Offpage SEO Optimisation – Building Credibility Through Links

SME Exclusive: Now you can save up to 70% when you sign up for our digital marketing services with PSG Digital Marketing Grant.

Offpage SEO focuses on increasing your website’s domain authority through high-quality backlinks and content creation. It influences your relevancy, too.  

The thing about SEO is that it is not a one-sided practice. There are many pillars that make-up search engine optimisation which requires you to look at more than one angle, analyse more than one perspective, and improve on many SEO-related implementations. 

At Roots Digital, covering these multi-faceted topics inspires us to do our best for the SEO services we are offering to our clients and business partners. 

A successful SEO campaign is not purely about on-page optimisation, or technical, but a combination of its three pillars: on-page, technical, and off-page SEO. 

What is Offpage SEO

Offpage SEO is an essential pillar of your search engine optimisation campaign. 

It is a tactic that centres on the impression of the search engine and the users of your website. Making offpage SEO one of your top priorities on your website optimisation campaign helps in increasing your site’s authority, trust, and relevance.

Why does off-page SEO matter?

Off-page SEO aids in the recognition and domain authority of a website. Without it, your site will continue to fall behind websites that already have a significant advantage. 

Although links are not the only off-page signals used by Google’s algorithm to rank a site, they are the most important.

Consider off-page SEO to be the process of increasing the domain authority of your website. Your site may struggle to outrank websites with more authority if you don’t do this.

Because search engines regard higher authority websites to be more legitimate, relevant, and trustworthy, they rank higher than websites with low or no authority.

On-page Vs. Offpage Vs. Technical 

On-page Optimisation 

This SEO implementation tackles what YOU can do to help search engines understand your website’s content and rank better in search results. 

This includes the following: 

  1. Content Creation
  2. Title Tag Optimisation
  3. Image Tag Optimisation
  4. Meta Description Optimisation
  5. Alt Tags
  6. Keywords
  7. Page’s loading speed, etc. 

Offpage SEO

As the opposite of what on-page is, offpage SEO deals more with what is the behind-the-scenes of your website. 

Here, you get to decide on how you want users and search engines to perceive your website. You must cover the following areas that affect it.

  1. Link Building
  2. Social Media
  3. Content Marketing
  4. Reviews
  5. Podcasts
  6. Guest blogging
  7. Influencer marketing, etc. 

Technical SEO

Aside from on-page and offpage, you have technical SEO. 

Technical SEO focuses on activities that influence the indexing, crawling, and visibility of your website by the search engines.

Here are some activities that constitute this implementation. 

  1. Canonicalisation
  2. Crawl Budget Optimisation
  3. Robots.txt file Optimisation
  4. URL redirection
  5. Structured Data
  6. Hreflang
  7. XML sitemaps

Link Building

One of the most known processes of offpage SEO is Link Building. 

Link Building (also known as link-building and linkbuilding) is the practice of promoting your website to other platforms to earn links back to your website.

Why Links are essential?

  • One of the solid ingredients for a successful website
  • Links can be a sign of relevance and authority
  • Links tell users and search engines how significant your website is
  • Links can make or break your optimisation campaign. 

Three ways to measure the usefulness of link building campaign

  1. Conversion of visitors to loyal, paying patrons
  2. Relevance
  3. Cross-checking of inbound and outbound links

How Does Link Building Works

If a visitor clicks a link that leads back to your website, that action will earn you one backlink. This scenario exists between two websites and does not involve the links associated with social media platforms. 

Links from social media channels are special cases, as SEO performance tools will classify them as different sources and not backlinks. 

Anatomy of a Link

  1. Authority Score

The authority score determines how powerful a website link is. We can deduce from this that the greater the Authority Score, the more trustworthy your domain is. Always start your link building strategy with a site that has a high authority score.

  1. Anchor Text

This second part is something you’re already familiar with. The anchor text acts as a conduit connecting two pages. Ensure your anchor text contains your chosen keywords.

Make it seem natural so that people don’t assume you’re just looking for backlinks. This will indicate that you are solely interested in links and not your content.

  1. Location or Placement

Links should be placed in the upper area of your content. The location of your links might alter or influence their performance. Use links in sidebars, footers, and even the lower body of your article carefully, as your viewers may miss them.

  1. Relevance 

Build the right links. 

To build links, you must be relevant.

Link building capitalises on your industry connections. Ensure you obtain links from relevant sites in your field to build a meaningful and long-lasting community.

If your company sells cosmetics or skincare items, you should establish a relationship with skincare-related blogs or sites owned by skincare lovers.

  1. Trustworthiness

Some factors affect the trustworthiness of a website:

  • Monthly traffic 
  • Presence of a privacy policy
  • Social media activity or presence
  • SSL (secure socket layer) component 
  • The lifespan of the website

If you think such a website carries these, it is likely a good link source. 

Earning Link

Why do you want to earn links?

Earning links can increase traffic, build brand awareness, and strengthen your site’s search engine visibility. 

How to earn links?

It takes a lot of effort to gain organic links, but the moment you start with the right strategy and execute it you will reap the benefits of this practice. 

To earn links, you may develop this strategy:

  1. Research

Research is vital in our SEO strategy implementation

Developing a strategy is a time-consuming process that necessitates extensive research and data collection. Determine your biggest competitors and conduct a study into how they build link campaigns.

You can do this with the help of SEO tools available online. 

  1. Curate

Produce pieces of content that you are proud to share and expose online. 

Ensure that you create content that is suitable to your niche, and flexible to be shared with other mediums or platforms in your industry.  

  1. Spread

One of the biggest advantages of well-thought-out content is its shareability. 

You will have no trouble promoting your articles online if you are confident with how you structure them.

This is where the opportunity for guest posting arises. If you invest time creating material that is substantial and relevant to the needs of your sector and the online community, many doors will open for you.

  1. Measure

You cannot manage what you cannot measure. These strategies should give you something in return. 

Ensure that you have tools to track your progress. It would help if you can categorise your metrics by:

  • Engagement (downloads and views)
  • Shares 
  • Lead Generation
  • Sales Conversion

8 benefits of link building campaign

  1. Provides authoritative strength
  2. Search engines use links to rank your website
  3. Increases your web traffic (backlinks)
  4. Opens opportunities for lead generation and conversions
  5. Solidify relationships within your industry
  6. Push for organic search engine visibility
  7. Influence SEO scores and metrics
  8. Lower site’s bounce rate.


Off-page SEO is just as crucial as on-page SEO. You must do both if you want your SEO strategies to be successful.

Avoid the easy route and instead, seek out links from relevant and viable sources when it comes to link building. The harder it is to obtain a link; the greater its value.

Pay close attention to the quality of your content. Before, you could simply gain thousands of links and rank better using strategies that could harm your reputation.

We recommend you focus first on building a healthy website with awesome content and then work on your off-page SEO that help you rank higher.
Roots Digital SEO services can be of great help for you on this. Check out our various on and off-page SEO strategies. Work with us and see how we make things happen.

Looking for a trusted SEO agency in Singapore? Schedule a consultation with us today.

About Roots Digital

Roots Digital is an award-winning digital marketing agency and SEO agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation.

Some of our core digital marketing services include SEO servicesSEM services, Google Ads management servicesGoogle Analytics services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

Looking for digital marketing grants for SMEs? Check out our pre-approved digital marketing solutions under the PSG digital marketing grant.

PSG Grant For Digital Marketing – Save up to 50% on your digital marketing today!

Ian Ong
Ian Ong
Marketing Director @ Roots Digital, a digital marketing agency in Singapore. Aka the guy responsible for growing the digital marketing agency.
Share This Article

Let's Explore the chapters

Chapter 1 :
Chapter 2 :
Chapter 3 :
Chapter 4 :
Chapter 5 :
Chapter 6 :
Chapter 7 :
Chapter 8 :
Chapter 9 :
Chapter 10 :
Chapter 11 :
Chapter 12 :
Chapter 13 :
Chapter 14 :
Chapter 15 :
Chapter 16 :
Chapter 17 :
Chapter 18 :
Chapter 19 :
Chapter 20 :
Chapter 21 :
Chapter 22 :
Chapter 23 :
Chapter 24 :
Chapter 25 :
Check out other posts we have
Content Marketing

Writer’s Block Begone: Write Easily With This Helpful Guide

Source: Freepik Writer’s block is a common phenomenon among writers. Whether you’re writing for your ...
Read More
SEM Guide

Turn Visitors To Paying Customers with Conversion Rate Optimisation

Conversion rate optimisation is crucial for businesses to maximise their digital campaigns. It’s not about ...
Read More
Content Marketing

Engage, Persuade, Convert: A Definitive Guide to the AIDA Model

Billboards, TV commercials, newspapers and Google ads—everything you see around you is trying to grab ...
Read More
Digital Marketing Guide

SEM vs SEO – An essential Digital Marketing Strategy for you

Now that digital marketing is at its peak, marketers embrace the power of SEO and ...
Read More
Digital Marketing Guide

Navigate Prospective Buyers Better With An Effective Customer Journey Map

You’re probably thinking about your prospective customers’ demographics before you start your business. Their age, ...
Read More
Digital Marketing Guide

Cross Channel Marketing 101: What It Is and How To Get Started

The cross channel marketing approach is an effective way to maximise the potential of your ...
Read More
Subscribe for weekly updates

Up to 50% support On digital marketing with PSG Grant