Table of Contents
Off-Page SEO Made Simple : The 2020 Guide
What is Off-page SEO?
Well, let’s show you…
5 Advanced techniques to Build your E-A-T
Technique 1 : Check what people say about your business online by using this cool trick.
As an example :
So what this means is that although Google Started with being cautious with YM-YL ( Your money- Your Life), it is now expanding with its December 2019 updates to many more areas.
And this means that no matter your industry establishing your E-A-T is more important then ever.
So let’s continue shall we if my Tip #2 to establish your E-A-T
Technique 2 : Focus on these 3 areas to establish your E-A-T
Third, interlinks between posts are also very important, not only to they help the User experience (UX) overall but it help your reader complete the picture with additional answers to new questions that may have come up while checking your first piece of content. It will also keep your viewer engaged throughout your site.
Technique 3 : Build your credibility as an Author
And of course, your “About” section should contain the following : credentials, experience, results delivered , industries where you have experience in and how long you have been in your field for. Both for you but also for the other major contributors to your site and/or your Business
Technique 4 : Build credibility for your website
The amount of things to establish you E-A-T varies depending of your industry, as well as the level of maturity and size of your site.
But there is a few critical elements to have :
- SSL certificate : it should be free through your host, very important for Google almost as much as for your viewers.
- Valuable links to renowned tools and resources
- A phone number if your business requires to be contacted to
- An Address.
- A professional design
Technique 5 : Choose The Right Social Media Platform for Your Business
Tip 1: Consider The Nature Of Your Business
For B2C ( Business to Consumers) companies, Facebook and Instagram are great tools to increase visibility and interact with customers.
For B2B (Business to Business), LinkedIn is the natural choice as it both helps you target potential clients and engage further with your existing connections. It is also craving for growth right now and therefore does not impose too many restrictions, but this will change though.
Finally, YouTube works for both B2B and B2C. It has huge reach, is connected to Google and taps into the visual memory of your viewers instead of their ability to concentrate on reading text. Perfect tool to demo products for example.
Tip 2: Focus On Your Core Target Audience
Either your a running paid advertising or not, knowing your core audience is key and, let’s face it the ultimate Graal for a Marketer.
So, spend some real time constantly trying to understand your audience and where you can find them. This is not a one-off exercise but a continuous process.
This means using Google Analytics 360 tools to their maximum potential. If you identify who is visiting your site/target audience, you can them double down and produce ever more content you know is being consumed.
Keep in mind that the audience you are reaching might not be the one you want to reach but the one consuming your content.
For Paid advertising option, Google Ads PPC and Facebook are extremely good at identifying key audiences.
The great thing about social is that people are openly sharing comments about what you post, good or bad but if you provide good quality, unbiased content, the positive comments are extremely valuable as the word of mouth effect is very strong and can help you build s strong reputation online that Google will notice and reward.
Select the social media channels that suit best the type of content you are tying to post, the audience you are trying to reach, the subject you want to talk about and also the maturity of the social media platform as it will affect what you can and can not do with it.
For example, I am not certain that posting your cooking recipes on LinkedIn which is a professional network would be the best use of your time…although you never know.
Consider also that you are likely to use multiple social media platforms yourself and so does your targeted audience. So considering a few channels, as long as your have the time might not be a bad idea.
TIP 3: Consider Client Demographics
Depending on the demographics, the social channel will vary.
Here’s a table from the pew research center to help you choose :
Tip 4: Connect with influencers to select your channels
Stay away from major influencers, instead focus on Micro influencers ( around 5k followers) that have reach across multiple social platform
TIP 5: Reverse Engineer your Competitors Channel
This should give you a great idea on how to proceed and what social channel to focus on.
TIP 6: Focus on Your Website First
Finally, your site will help you build a contact list that is yours to manage unlike followers that could disappear at any time or expensive to reach with social media platforms.
TIP 7: Consider your Resources and Goals
Keep in mind that what you post will be there forever (or very difficult to get rid off), and also that it is not an instant win, I will take hard work, time, patience and yes, …years.
So that’s it for how to establish E-A-T. If you would like to read the entire document published by Google, you can download it in the toolbox section of my website by clicking here.
And you ask, Is this now we are talking about link building to build a reputation?
Let me share my insights based on my years of experience with you on the highly controversial Link building subject:
Best Link Building Strategy in 2020
The Truth about Link Building
Nonetheless, for those of you that are lucky enough to have produced this rare and unique piece of content and are willing to venture into the work of link building to increase your Domain Authority, here’s what to do to.
Understanding Domain Authority
Now let’s proceed to with my 13 Tips to build quality links.
Tip 1: Link roundups
What are Link roundups?
Link roundups are daily, weekly, or monthly blog posts that curate and link to quality content relative to a common topic. Being referenced by link roundups works especially well and is a key part of an effective link building strategy but should only be considered using high domain authority blogs at the risk of negatively affecting your DA.
How to use Link roundups
“keyword” + “link roundup”
“keyword” + roundup
“keyword” + “best of”
“keyword” + “this week”
Step 2: Check the Domain Authority (DA) and the Page Authority (DA) of the roundups found. This is an important as you do not want links from low DA/PA roundups. For this, do a search on Google for Domain authority checkers, there are plenty of free tools on the web for you to use.
Alternatively, check out my list of suggested tools in my toolbox.
Step 3: Send an email to the person that runs the roundup and follow these advice:
- Don’t be pushy
- Make the person aware of the existence of your content and explain why it is valuable ( not to you but its genuine value proposition, meaning what additional/unique information it provides)
- Suggest politely to get it included in the roundup
Here’s a template that worked all for me if you want to use it yourself :
Hi [Name of the roundup Owner]
I just came across your [Name of the Roundup] today. Very nice !
I’m reaching out to let you know that I just published a [Description of your content] that seems to be a good fit: [Your URL]
Have a great day, keep up the awesome work !
[Your First Name]”
Tip 2: Broken Link strategy
What is a broken link?
Here’s an example of what it might look like:
How to use broken links strategy
Step 1: if you do not have an expensive software to lean on, add Check My Links to Google Chrome. It is a free extension that kind identify broken links for any page. if you do not use Google Chrome as a browser, I would suggest you download it as it has many extensions that you will find very useful ( you can find a list of my favorites here if you are interested).
Step 2: Do a search with the keywords you have in mind and Identify the sites with high DA/PA that come up.
Step 3: Visit the pages with a high PA (Page Authority) of these sites you just identified and run the Check My Links extension. Et voila ! Suddenly you you have identified a list of broken links.
Step 4: Contact the site owner with a personalized email to let them know about the broken link, When they answer, follow up with a second email and forward them the URL you have identified as broken. Then, kindly suggest your content as a replacement (Make sure your content is of quality of course).
The important thing here is not to be pushy and offer value first. You would have noticed that I did not send the link to my URL unless they first answered and showed interest in knowing more.
Tip 3: Build Links from Podcasts
But I do not need to tell you how popular this marketing channel is today. It seems that they are everywhere. But let’s start be defining what they are.
What is a Podcast?
Hence the benefit of being both a host and guest of podcast to build quality links and also to be recognized by your industry as a thought leader.
How to Launch your Own Podcast
- What would be the point of telling you how to get link from a podcast if I did not start first by telling you what you need to get started? Right?
Step 1: get the necessary equipementSo here’s a list of the items you will need! (I will let you search the web for product reviews)
- A microphone that can be plugged to your computer as well as your cellphone. I would suggest a corded lavaliere model (clips to your shirt) as they work well both for audio and video, are easy to carry around, are great value for money and free your hands off holding a mic. They also often come with a foam cover, great for background noise reduction.
- A camera! Sounds expensive? Not really you already have one. Your cellphone most likely can record in 4K, more than one is needed, so you are set there.
- A tripod for your phone if you do video. Don’t spend a fortune there, you just need something to hold your camera that will not move during the interview. No need for this if your interview is with a guest online of course.
- A lighting kit for on-site video. Especially important if you shoot with your cellphones as historically their sensors struggle in low light conditions and your video may appear granny. You can find a very suitable kit online with 3 light boxes, stands and a green screen for less than $170.
- For onsite audio only podcasts, you need a software to record and edit. Audacity is free and works both for Mac and PC, Garage band comes standard with Mac and is also free. Finally Adobe Audition is another option if you want something more sophisticated, works for Mac and PC but comes at a price.
- If your podcast are using remote interviews, Skype.com is a great choice for you.
- For video remote interview podcasts, zoom.us is a great option.
- Select a media host for your podcast like libsyn.com or use your own website if you have one.This is were your RSS feed will be generated and submitted to all the major directories like Apple Podcasts, Stitcher Radio, Google Play, Spotify etc…
Step 2: Follow this 10-Step Podcasting Process
- Record the interview
- Add an intro and ending part where you include your call to action
- Export your file as an MP3 (for audio only podcasts) or MP4 (for audio/video podcasts)
- Get a transcript of your file for services like rev.com, you can use it to add it to your video files.
- Upload your media and transcript file to your media host or website
- Tag your media by adding title, description, and other relevant info.This can be done through your media host or web hosting service.
- Schedule your release date.
- Publish your post
- Submit your Podcast to the major directories. This step is needed only once as once you are granted access by directories, your new episodes will automatically be sent out to the directory.
Here are the key directories and how to register form them:
Spotify has teamed up with podcast hosting platforms to help you make submitting your podcast to Spotify as easy.
Check with your hosting company for specific instructions on how to submit your podcast to Spotify
10. Advertise your new posts to your followers, subscribers and email list with links to the podcasts.
How to Build Quality Links with your Podcast
Step 1: Have all the technical details in place like I showed you above.
Step 2: Have a subject that people actually want to listen to. Make sure you find your niche and you identified your targeted audience, ideally what would a person listening to your podcast would be like : it is also called Persona.
To identify the subject matter, keyword research is key so that you know what people are searching for.
Good volume, low competition keywords are what you are looking for to identify your subject matter that people will want to listen to.
A well defined persona goes beyond what they like to listen to and I will cover more in the following steps but remember, if you try to appeal to everyone, you will appeal no no one.
Step 3: choose your format, meaning is this a monologue or an interview? Is this just audio or also Video? What about how long it will be?
I would recommend focusing on interview as it offers more link building opportunities, make for the podcast more natural since it is just a conversation.
Audio only vs Video? Even if you do not sound or look like Sean Connery in his young days, I would still recommend the video format.
Audio alone seems easier but still requires similar work on the SEO side with transcripts and other optimizations that it worth going the extra step to go Video. Plus it will help also with your awareness and play on both the audible and visual memory of your subscribers.
Step 4: Decide on a frequency and timing to publish your podcast. It important that you adhere to a schedule not to lose your audience craving for original and valuable information.
Also, based on your persona this may change. If your targeted persona is a busy professional that uses the 30 minutes driving time to work every day to listen to your podcast, is there a point publishing only over the week end for 2 hours at a time?
You get the idea…
Step 5: reach out to thought leaders and influencers in your niche to participate in your podcast.
Step 6: Suggest to your guest to link to their episode once it goes live and mention the episode to their followers. Often when someone is interviewed they will do so automatically, but if they don’t, there is no arm in reminding them and the best time to do so is right after the end of the interview when the excitement is still high.
And that’s how you will build quality, relevant links as a host.
Let’s now see how to do so as a guest.
How to Build Quality Links as a Podcast Guest
Step 1: You need to know what their audience cares about and pitch why your story will appeal to them and forget about your own interest. This means doing your homework and making sure you understand the subject matter of the Podcast.
Step 2: Select the Podcasts to target by using 3 key criteria: Domain Authority of the related website, Relevance and followers base. The benefit is that you know the audience will listen to your subject matter and that it is more likely to listen, click through or even add links to your website hence passing along some high Authority juice for your keywords.
Step 3: Do some outreach to the hosts explaining how what you have to say could be interesting and valuable.
Keep it short, straight to the point, forget about paying compliments (it sounds fake to most) and do not harass them with emails. The podcasters are either interested or not.
If you have a strong social audience, it is worth mentioning briefly as for the podcaster it is a good opportunity to expand their reach through your network.
Step 4: Once you have been selected for an interview, clarify with your host the questions that will be asked as well as how much time you get per answer.
Also offer to the listeners access to special content like a pdf, guide or other kind of resources that they would not have access to otherwise.
Tip 4: Pre-Outreach
What is a Pre-Outreach?
Pre-outreach is part of an outreach strategy. It is the communication that occurs with editors, journalists and bloggers weeks or months before your content is published. Pre-outreach is done by email and occurs before the content is pitched. It is mostly effective to offer exclusive coverage and to build relationships with industry influencers.
How to use Pre-outreach in 5 Steps
Let’s take the case where you have a great piece of content and want to use out-reach to offer a “First Look” opportunity/exclusive coverage.
Step 1: Very important, make sure you only use this tactic for a high value content like an original industry research, an awesome infographic or newly developed tool for all to use. You would not want to create a hype only to disappoint your audience which in turn would hurt your credibility.
Step 2: Select your audience that can benefit the most from your content.If you already have a “Rolodex” of contacts great! If not, you need to use an outreach tool ( you can find a list to review in my toolbox ) so that you do not spend months collecting one by one contact details for you to use.
The selection of your audience is key here as well as the niche market your content is targeting.
The wider the audience and more generic the content, the lower the conversion rate (1%-2%).
On the other hand, if you select a very small audience with a very targeted piece of content you should be able to reach in some cases 25% 30% conversion rate.
So here, the purpose of the tool is not to reach as many people as possible but isolating multiple small audiences that you can target with a personalized message and suitable value added content.
Step 3: 5 to 10 days before your content release date, send your audience an email offering a “first look” at the content to the five people who respond first.
This makes it clear that your content has inherent value that should be competed for. In this email, you should Cleary explain what your content contains and most importantly why it is so valuable.
The use of Power words is also recommended to be more impactful. (Check out the 2020 Rocket List of Power Words here).
Step 4: Once you received responses, stagger the release time of the content, placing your top five responders at the top of your list the biggest head start.
On average 3-5 hours is enough head start three although it may vary depending on the type of content you’re releasing and the audience.
Step 5 : Release a second email announcing the release of your content in accordance with your schedule. It is important that all your audience receives it so that the individuals that missed the boat and did not answer your first email realized they missed out and are more reactive the next time around.
Tip 5: Become a resource for reporters and bloggers
I know the idea seems good but you are probably thinking, “how on earth are journalists, reporters and bloggers going to even know about me”?
Well for this my friends, you can use a service called HARO.
HARO provides journalists with a robust database of sources for upcoming stories and daily opportunities for sources to secure valuable media coverage.
And Guess what? You can also easily become one of their sources by simply opening and account and it is free! Once you are selected as a source, you will get a very valuable link !
How to become a resource for reporters and bloggers in 3 Simple Steps
Step 1: Go on the HARO website and register as a source with a free account.
Step 2: Review the 3 emails per day you receive from reporters for sources.
Step 3: Send your pitch to the reporters whenever suitable.if reporters use your answer for their articles, they will link back to you.
A couple of things you must be aware of though is that this can be time consuming as the pitch you send back can not be a single line of text.
Remember the reporter is looking for quality content and he/she has to write a minimum amount of words for their article.
This mean that your pitch has to be as detailed as possible.
Second, not all links back to you do not have the same Authority, for example a link from an .edu or .gov is far more valuable than a .com link.
So, if time is a constraint, you may want to be selective to who you pitch to.
Finally, if you want the ability to get a head start over other sources to be the first one to get your pitch if front of the reporter, or if you want the ability to share a profile automatically as well as filter through all these emails using keywords, well all of this is possible but unfortunately will come at a price .
Tip 6: Getting links from .edu resource pages
What are .edu resource pages?
.edu resource pages are web pages that belong to universities where multiple links to content are posted in order to help their students and faculty members.The .edu is the extension that identifies a university website.The .edu resource pages carry a high Page Authority and are essential to a powerful link building strategy.
How to use .edu resource pages to get links in 3 Easy Steps
- site:.edu “keyword”
- site:.edu “keyword” + “resources”
- site:.edu “keyword” + inurl:links
- site:.edu “keyword” + “other sites”
Step 2: Review the list and keep the ones related to your piece of content.
Step 3: Reach out to the person in charge of the resource page.
Here’s an example of script that you can use and has proven to be working well for me in the past :
Hello [Name of the resource page Owner]
I was doing some research on [Topic of your content] today when I the awesome resource page [Page URL] you put together.
I just wanted to say thank you. It could not be more helpful as I would never had found the [Resource they linked to] without it.
I, myself recently published a guide on [Topic of your content] a few weeks back that covers [short description of your topic].
Here it is In case you would like to check it out : [URL of your content].
It might be a useful addition to your resource page for your students to access.
Either way, thank you again for creating these resource lists, they are so useful.
Have a great day!
[Your First Name]
This process should provide you with links with very high PA juice, the only drawback though is that your conversion rate will rarely exceed 4%-5%.
Tip 7: The Newbie method
How to apply the Newbie method in 3 Easy Steps
Step 1: Identify a website that contains obsolete content that your own content would be a good replacement for.
Step 2: Identify the sources that link to this content using a few tools like ahrefs or others that you can find in my tools section.
Step 3: Email the owner of the site linking to the obsolete content explaining that you found it and why it is obsolete.
Suggest instead they link to your fresh new updated content instead.
Tip 8: Guest Posting
Step 1: Identify in your area of specialty a successful guest blogger.
Step 2: Go to their bio on the post and grab the URL of the headshot they use.
Step 3: Go to Google Image and paste the URL in the search box.
Step 4 : Et Voila! You now have a list of all the places where this photos been used, just pick the blogs that work for you.
Tip 9: Run an industry survey with thought leaders
Tip 10: Host a virtual summit
Step 6: Make some time at the end for Q&A to make it interactive
Tip 11: Leverage Maps
Maps are definitely worth investing in. For some amazing reasons, they fascinate people. A simple search in Google for maps will show you what I mean. Tens of thousand would appear.
There are all kinds of maps, you can find. So what you need to do is to create an interactive map and post it on your site and promote it. Since the map will be ever changing, visitors will come back over and over again.
Tip 12 : Leverage Tools/calculators
Tip 13 : Check out your Brand mentions
Step 3: reach out to the individuals that have mentioned you and suggest a link for them to post (this way, you can even suggest what keywords they can use that would be even more relevant to your site).
Table of Contents
Do you want more online revenue?
Just enter your email below to subscribe to my newsletter and GROW YOUR REVENUE
About Gilles Argivier
He is an International marketing expert and visionary entrepreneur.
For over 20 years, he has been entrusted by world class organizations as a driver of top and bottom line growth through transformational business development, brand’s sustainable strategy, product innovation and powerful online customer centric experiences
He owns and operates his marketing consultancy firm out of the US.
Do you want more online revenue?
Just enter your email below to subscribe to my newsletter and GROW YOUR REVENUE