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Session 2
Offsite SEO &
Local SEO
Grant Ruxton
Make Google Love Your
Website & Deliver New
Customers
Understanding Offsite SEO
Your backlinks
Link diversity
Social signals
Link attraction
Penalties
Spammy links
Outreach
Offsite tools
Local SEO
Overview
SEO is very much a two prong process
You could invest all your time and money in
building arguably the most beautiful site in
the world, but that won’t help at all if you don’t
have a process of Offsite SEO in place which
helps people find the site
Offsite SEO is all about making your site fit in
it rightful place through a number of different
methods
The best place to start Offsite SEO is with
analysing your backlinks
Understanding
Offsite SEO
Backlinks are any links that point to your site
from somewhere else to create a link a
between the two
Having a good number of backlinks is helpful
in helping a site rank, but that doesn’t mean
that having thousands upon thousands of
links all pointing to your site will work
Sites like Google are more interested in
making sure your site has healthy links
pointing towards your site and prefers to see
a nice level of diversity in your links
Your Backlinks
Link Diversity
Links come in all shapes and sizes
A link can be a simple highlighted hyperlink
which encourages someone to click
It could be an image that has a link attributed
to it, a post someone has made on
Facebook, a news article mentioning your
brand or a link from a site banner.
The more diverse your range of links are, the
more people your site is going to reach
Social signals are a great example of a
diverse link type
Links on sites like Facebook, Twitter,
Instagram, Pinterest or LinkedIn all have their
place and can help site engagement
Measuring these types of links can help us
see which competitor sites are active in social
media without having to keep tabs on their
posts and profiles
Social Signals
Every site works within a niche
For example, if you had a site that sold
pizzas, it would seem odd to have links from
sites that sold printers
It’s a good idea for anyone in charge of a site
to spend some time doing a little research to
see if there are other sites out there who you
know would be valuable to try and get a link
from
Link Attraction
Link attraction involves a high level of
outreach to people and other sites who would
be interested in working together and being
associated with one another
This attraction doesn’t need to happen online,
just as long as it has a value for your site
For example, this image on the right seems
like it has nothing to with a website but
played a big part in a outreach campaign
Outreach
By making content in the real world, we’re
able to extend that content for outreach and
improve offsite SEO which links back to the
site
Outreach
Having outreach and link attraction be a well
thought out process is important, as having
lots and lots of links from bad sites can end
up penalising your site
If your site gets a penalty, it will drop off and
ultimately disappear from rankings, which in
turn means no one will find your site
This happens to sites of all sizes. Even
companies like the BBC and Halifax have
had organic traffic plummet because they
were using spammy links to link back to their
site
Penalties
So what is a spam link?
For example, if you ran a site for a hotel and
had a directory link from a site that looks like
the one pictured Google would consider it
(and in turn your site) spammy
Classic spam links include:
• Anything Automated
• Blog Comments
• Social Bookmarks
• Directories
• Forum Profiles
When a site gets a penalty, it is extremely
hard to recover. For many companies, it
becomes a case of slash and burn if they’ve
been hit with a penalty
It is possible to recover from a penalty, but it
involves a massive undertaking of
disavowing & removing existing links
Spam Links
There are some tools which can help show
you the backlink profile of your site:
• Back Link Analysis
https://ahrefs.com
• Social Signals
https://www.sharedcount.com
Offsite Tools
So now that we’ve looked at onsite & offsite
factors, let’s focus on Local SEO
So what is Local SEO?
When looking for a product or service online,
search engines can put a preference on
location over everything else
Because of this, it is extremely important that
sites which depend on a local customer base
can be seen and heard online
Local SEO
Let’s say you’ve just got off the train at
Glasgow Central and were looking to buy
new shoes
You get your phone out and search for “shoe
shops Glasgow”
Google will present you with a list of relevant
shoe shops because they’ve described their
business as having said product & more
importantly, have optimised their business’
listing in Google Maps
Local SEO
Google My Business is how those listings we
seen rank highly on that map result get listed
Every business should have a listing set up
on Google My Business
It doesn’t matter if you’re a site selling a
product across the UK or one of 20 brand
locations, making sure your business is
visible in these local results is highly
important
Local SEO
This is what the Google+ listing for Schuh
from our shoe search looks like
Notice the lack of branding to identify the
page on a visual level
Local SEO
Now let’s look at those results for
“shoe shop Glasgow” again
You can see how the top result has
something the others don’t: reviews, and lots
of them
Let’s see how their Google + page compares
with the Schuh example we just seen
Local SEO
This is what the Google+ listing for that top
location looks like
See how it is branded, and has been verified
as a real business.
Local SEO
The more information you can provide for
your Google My Business listing, the better
Google (and in turn a user) will be able to
understand a business, where it is, what it
does and how to reach it
And all this is done without having to visit the
site when searching for a company, saving a
person valuable time
Local SEO
So how do you improve your visibility for
Local SEO elsewhere?
Some of the main avenues include;
• Local directories
• Business relevant directories
• Citations
• Name, Address, Phone Number (NAP)
data
If you’re interested in how to track local
directory listings, you can sign up to Bright
Local, a service which helps keep tabs on
important directory listings, at:
http://bit.ly/1GfFHps
Local SEO
In this session we looked at:
What Offsite SEO is
Its necessity
Backlinks
Link Attraction
Penalties
Spam Links
Local SEO
Summary
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@boyddigital