Off-site SEO relates to all the activity which takes place online (but not on the clients website), with the aim of improving their search engine positioning. Off-site SEO does not include other elements of online marketing which are not specifically undertaken for the purpose of improving performance on search engines.
For example, a paid banner advert on a website is online marketing, but will not impact on search engine positioning. Pay per click advertising on search engines is online marketing, but will not impact on search engine positioning.
The ultimate aim of off-site SEO is to further improve the position on major search engines and generate increasing volumes of 'organic' search traffic. Organic Search traffic is visitors that come from search engines via the standard results, rather than through the sponsored placement and pay-per click marketing. High volumes of 'organic' search results are the holy grail of online marketing. They have more impact, a higher conversion ratio and offer more longevity; therefore they deliver a stronger return on investment.
Off-site SEO includes activity such as:
There are a wide range of methods which can be used, not all will fit with the brand image, target markets or preferences of a particular client. As such, it is important to clearly define an online marketing strategy which identifies elements of the online marketing mix which match up with a clients brand values and position in the market while also providing maximum impact demonstrated by realistic and measurable returns on investment.
