Off-Page SEO Strategy: Building Credibility Beyond Links

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

Ranking highly on search engines is surely your goal when running search engine optimisation. However, with the tight competition out there, it remains challenging to outrank your competitors without the support of an excellent domain authority score.

Domain authority score is a way that Google assesses how credible a site is. The higher the score, the more credible your site is. Off-page SEO is the common practice used to increase domain authority and aims to increase citations pointing to your site.

As a digital marketing agency whose expertise involves off-page SEO, we know the ropes when it comes to this strategy. In this article, we’ll share our insights so that you can build your site’s credibility in the long run.

Read on to learn more!

What Is Off-Page SEO?

By definition, off-page SEO is all about making your site perform well on the search engines by using strategies performed outside of your site. Unlike on-page or technical SEO, off-page SEO involves other parties to make your site rank highly in the search results.

The main goal of involving other parties in off-page SEO is to get search engines and users to regard your site as more trustworthy and authoritative than your competitors. Your site’s trustworthiness and authority are further assessed using domain authority scores.

The old method to increase domain authority score is through link-building. However, as search engines advance, you can’t rely solely on this method. You must go beyond just earning backlinks to make search engines consider your site trustworthy and authoritative.

That’s why you need to emphasise promotional activities as a part of your off-page SEO. 

While promotional activities don’t directly influence your search traffic, they can increase your online traffic. People who need your products or services may be unaware that your brand exists, hence you need external means to drive them to your site.

The more recognition you earn, either through brand mentions, product reviews, or media coverage, the more likely for your site to rank higher. These factors send trust signals to search engines that your site is relevant and trustworthy for more users to see.

Why Off-Page SEO Matters?

Off-page SEO matters because you can’t rely solely on on-page and technical optimisation to rank in search engine result pages (SERP). You need a good domain authority score to compete with thousands of other sites, which can be acquired by obtaining links from other sites.

Does that mean search engines use links as the ultimate factor to rank your site better? That’s not necessarily true. While many parties offer link-building services with a promise of a quick boost in your rankings, you need to be aware that this tactic may harm your site.

Many parties who offer such services often use fad tactics that might temporarily increase your website traffic. Everything will seem perfect until you notice a sudden drop in traffic when search engines penalise your site.

So what are the right ways to obtain backlinks without jeopardising your site?

7 White Hat Off-Page SEO Best Practises

While it’s true that obtaining backlinks can help your site rank higher, you must also pay attention to the strategies you use. Ensure that you implement white hat practices to avoid penalisation from search engines, which can negatively impact your site’s performance.

Here are the 7 off-page SEO white hat backlinks best practices you can implement:

1. News Coverage

News media has more perks than other ways to increase brand awareness. They have a wider readership and are prioritised by search engines to rank higher.

Therefore, doing news coverage is an effective way to promote your brand while getting backlinks pointing to your site. However, it’s not as simple as you may think because there are several stages that you have to prepare beforehand.

This includes:

  • Connecting with the journalists: Without a solid connection with journalists, it will be difficult for your press release to be published in the mass media. Therefore, you have to build relationships with journalists to make the news coverage easier.
  • Crafting the press release: A press release contains information about your brand you want the media to know about. Ensure it contains essential information to assist journalists in writing articles for you.
  • Share your press release: Once you’ve crafted your press release, it’s time to share it with the journalists you’ve connected with. The most common way to share your release is through email.
  • Don’t be pushy: Journalists cover a wide range of issues daily. If they haven’t published your press release, gently remind them, but don’t be pushy. In any case, being pushy will result in them completely avoiding your brand.

2. Social Media

Sharing your content via social media is another effective way to obtain baclinks. However, it’s important to note that you won’t earn backlinks directly through this method. 

You must first create attractive and relevant social media content that resonates well with your audience. Pay attention to aspects like design, promotional messages, and links to your site, which will influence how your audience interacts with your content.

By doing this, you can increase your content’s visibility and drive more traffic to your site. With more and more people becoming aware of your content, other websites may link back to your content, which search engines will count as backlinks.

3. Influencer Marketing

Influencers typically have a large following and their followers trust their opinions. Hence, collaborating with influencers is an excellent way to promote your brand and increase backlinks. 

But how can influencer marketing give you backlinks?

Simply put, there are a variety of channels that influencers use. This includes social media like YouTube, Twitter, Facebook, and more. Some influencers also use blogs as a way to engage with their audience. 

Collaborating with influencers to increase your backlinks will require you to ask them to place your links on their content. They may add your links in the description box, articles, or social media posts, depending on the platforms they use.

However, before implementing this strategy, you must ensure that the influencers you are collaborating with are relevant to your industry niche. This ensures that only people likely to be interested in your brand are visiting your site.

4. Podcasts

Podcasts, which are audio-based content, are now increasingly popular. Many people use this medium to discuss many topics, and many people like it because podcasts are usually easy to understand.

You can also use it as a way to increase backlinks to your site. For example, if your brand offers business consulting services, you can become a speaker on a podcast that explicitly addresses business-related topics.

By becoming a podcast speaker, links pointing to your site will usually be placed in the podcast’s descriptions. This is a soft-selling strategy that is useful for increasing your domain authority and converting visitors to paying customers.

5. Forums

Forums that contain discussions about various niches are the right place to obtain backlinks. Choose a community in a forum that resonates well with your business niche, and you can find it on Quora, Reddit, or Facebook.

However, keep in mind that search engines, such as Google, are becoming more advanced. Your domain authority will not increase simply by randomly posting links on forums. Your site may be penalised by search engines because of the spammy links.

Instead, what you should do is engage in the forum discussions as naturally as possible. For example, you found a discussion where someone is complaining about something that your brand has the solution for.

From that, you can genuinely engage in the discussion by focusing on the existing problem. genuine answers and focus on the existing problem. Then, you can offer the solutions by including anchor texts and URLs that link to your site.

The more people who are helped and click on your link, the higher the search engines will regard your site as relevant. Eventually, your site will get a higher domain authority score to rank better in the search results.

6. Guest Posting

Guest posting is a common technique for getting backlinks in an off-page SEO strategy. This method involves linking other websites to your site, which search engines will consider as backlinks.

To carry out this strategy, you need a connection with other website owners. Without a connection, it will be challenging to reach out to them in the hope that they will link to your site.

Apart from connections, you also need to pay attention to several aspects before deciding to collaborate with a particular website for guest posting. The following are the elements you need to pay attention to:

  • Relevance

Relevance is key when it comes to guest posting. Ensure that you only obtain links from relevant sites to your industry niche. 

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

Without any relevancy, the backlinks you obtain are more likely to be considered spam by search engines. Users also don’t get value from links that lead to your website, so they will unlikely click on the link and visit your site.

  • Authority Score

The authority score determines how powerful a site is. If you get backlinks from websites with a high authority score, search engines will also regard your site as authoritative.

As a result, you must first find out the authority score of a site you plan to collaborate on guest posting with. You can use free tools like Ahrefs Website Authority Checker or Semrush Authority Score.

  • Search Traffic

Guest posting on a site with low search traffic will make your efforts go to waste. Therefore, before guest posting on external websites, you must ensure that the sites have a good amount of search traffic.

We can’t say the exact number of good search traffic, as it depends on your business niche. However, you can use tools like Semrush Traffic Analytics or Ahrefs Traffic Checker to assess the site’s average traffic and determine whether the amount is worth your effort.

  • Anchor Texts

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

7. Local SEO

Optimising your site for local searches is as important as other strategies. This is especially true if you have a physical business, as you can guide potential customers looking for your products or services to find you.

In terms of off-page SEO, optimising your local searches can give you valuable backlinks, which search engines use to determine your domain authority score. There are several local SEO strategies that you can use to get backlinks, including:

  • Online Directories

Online directories usually consist of business listings of various niches. You can place your business information in online directories and earn directory backlinks in return.

There are several popular online directories that you can use to list your business, such as Yelp, Yellow Pages, Foursquare, and more.

  • Google Business Profile

Another way to perform an off-page SEO strategy is by using a Google Business Profile. The platform itself enables you to list your business and allows users to find your business when they type [service or product’s name] + [near me].

Off-Page VS On-Page SEO: What Are The Differences?

Off-page SEO is the opposite of on-page SEO. By definition, the first entails activities performed outside of a website, while the latter involves optimising the internal aspects, such as meta tags, headers, and internal linking.

Furthermore, these two strategies can be distinguished by their approaches, focus areas, and impact on search traffic. 


Approaches refer to the best practices used in both off-page and on-page SEO strategies. These strategies have different approaches as a means to help a site rank better in the search results, as explained below:

Off-Page SEO

Off-page SEO deals with promotional activities performed outside of the site. These promotional activities aim to increase domain authority score, which is usually obtainable through high-quality backlinks. 

There are several approaches that many brands use to obtain high-quality backlinks, including:

  • News coverage
  • Social media
  • Influencer marketing
  • Podcasts
  • Forums
  • Guest posting
  • Local SEO

On-Page SEO

In contrast to off-page SEO, on-page SEO is a method used to optimise a site from within. The main goal of the approaches is to rank the site better in the search engine result pages (SERPs).

Below are the common on-page SEO approaches:

  • Applying meta attributes with the main keyphrase
  • Including internal and external links in the content
  • Adding headers, including the H1, H2, and H3
  • Incorporating visuals in the content
  • Adding image alt-texts
  • Optimising page URLs with the main keyword
  • Incorporating keywords in the body copy (1 – 2% density)
  • Ensuring optimal page loading speed

Focus Areas

Since on-page and off-page SEO entail different approaches, their focus areas also differ. Here’s how they differ, as explained below:

Off-Page SEO

Off-page SEO strives for domain authority score and brand recognition from the target audience. This is why this strategy mainly focuses on building rapport by leveraging other parties to mention or link back to a site.

On-Page SEO

On-page SEO implementation aims to let search engines acknowledge what your content is about and ensure a smooth user experience for visitors reading your content.

Therefore, apart from implementing the approaches mentioned before, this strategy also involves creating high-quality and relevant content that resonates well with the audience.

Impact On Search Traffic

Different strategies will have different impacts on search traffic, which also applies to off-page and on-page SEO implementations. Here’s the impact you can expect from both of the strategies:

Off-Page SEO

Considered the most challenging strategy, off-page SEO also has an indirect impact on search traffic. The process required for you to experience an increase in your site’s traffic by using this strategy is also long.

However, once you secure a decent domain authority score, the efforts you spend on on-page and technical SEO will be smaller. The content you publish on your site will be easier to rank compared to when you have a lower domain authority score.

On-Page SEO

Conversely, on-page SEO may have a more direct impact on search traffic. This is particularly true when you create content with long-tail keywords with lower competition.

When you use such keywords, your chances of ranking in search results improve because your competitors haven’t used them yet. People who click on your content are also filtered because long-tail keywords are typically more niche than short-tail keywords.

Final Thoughts

Off-page SEO is just as crucial as on-page SEO. Despite off-page optimisation is more challenging to do, it’s key to boost your domain authority score and help your site rank more easily in the long run.

That being said, you must conduct your off-page SEO strategies meticulously and avoid falling into the link-builders trap. Know that most of the time, the sudden increase in your search traffic from these services is only temporary until search engines penalise your site.

If you need a helping hand, we have you covered with our white hat Link-building services. We avoid using fad tactics to manipulate search engines. Instead, our SEO Content services can provide you with high-quality content so that you can gain backlinks organically.

Our SEO experts are also skilled in providing other SEO Services such as Local SEO, Enterprise SEO, or E-Commerce SEO that cater to your unique needs, allowing you to maximise your off-page SEO efforts.

So, what keeps you waiting? Book a call with us and see how we can help you!

What is the difference between on-page and off-page SEO?

On-page and off-page SEO are two distinct organic search optimisation strategies. The primary difference is in the location of the optimisations.

On-page SEO entails optimising the site’s internal and external links, meta attributions, site speed, and more which includes optimisation of the site itself. On the other hand, off-page SEO deals with external activities to boost the site’s recognition and domain authority score.

What are the disadvantages of off-page SEO?

While off-page SEO brings advantages that can increase a site’s domain authority and contribute to search traffic, it has several disadvantages. The disadvantages include more challenging efforts and a longer time to see the results from the backlinks.

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!

Picture of 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
keyword research illustration
Digital Marketing Guide

Digital Marketing in Healthcare: Understanding PHMC Guidelines 2024

In 2014, 21-year-old Chinese student Wei Zexi was diagnosed with synovial sarcoma—a rare form of ...
Read More
landing page anatomy
Content Marketing

Turn Words Into Sales With These 10 Copywriting Frameworks!

As an entrepreneur, earning lots of sales is undoubtedly what you want. That’s why you’re ...
Read More
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
A cartoon man standing on stacks of money and a graph with the words "click me" designed for conversion rate optimisation
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
Subscribe for weekly updates

Up to 50% support On digital marketing with PSG Grant