Search Engine Optimization is one of the main strategies CMOs should devote their budget and time to. It’s an effective, simple, and cheap way of doing Digital Marketing.

You probably already know this and take it into account when planning the future. However, aren’t you too focused only on your website, profiles, and blog?

In this post, we want to show what off-page SEO is and why it matters. Let’s see why Google likes seeing your content in other contexts and how you can expand your keywords outside the company’s digital environment.

You’ll learn the following:

Amplifying the influence of your page

Organic traffic is always tied to relevance. If your content matters, Google will promote it. However, even while this isn’t happening, people will be interested.

An off-page SEO can create a series of new entry points to your website, outside search engines. With more backlinks, you are using the halo effect from other brands to attract new leads.

The thinking process behind this is: they like that content, and you are linked there, so maybe they will like you too.

Brand recognition

Even if people aren’t visiting your page, doing this kind of SEO has a powerful effect on sticking your name in their minds.

Whenever there’s a discussion, a post, or a topic that involves your brand, every person who is there will be in contact with it, even if indirectly. 

Getting known in relevant conversations goes way beyond the visits to your blog.

Brand authority

With off-page SEO, leads will notice your brand more and probably do that in the perfect context for you: when you are referred by other people they trust.

Building authority is the key to get better positions on Google. It means what you say is worth listening to.

That way, the visibility is not just in numbers. The audience comes to you ready to engage, with a more positive view about your brand, thinking something like: “these are the ones that will solve my problem”.

With all the main points of this strategy discussed, it’s time to start practicing. There isn’t something like a perfect off-page SEO plan. Each marketer will find the right course that makes sense to them.

But what we can do is to show you the steps you need to start. Here are the main points you should have on your radar from now on.

Set the right goals

Planning is a fundamental part of any CMO’s routine. But how do you know what strategy will work in your case?

To find the right goals for your business, you need data, especially about your buyer persona. It includes things like:

• what pages they use to get information;
• in what context they are more prone to click an external link;
• how they relate to brands on social media;
• what kind of discussions they participate in online;
• what channels they use for communications.

Sometimes, in the rush to identify these things, marketers forget to double check where, exactly, people are dropping off or tuning out. It’s not always obvious—sometimes your brand doesn’t quite land with the audience you expected, or maybe a different channel starts pulling more weight than your go-to favorites. Realistically, you’ll find surprises hiding in the numbers if you stop and really dig in, especially if you can get feedback straight from customers about their habits. That data, even anecdotal, has a sneaky way of showing gaps you never saw coming.

And it’s probably worth mentioning that a lot can change if you’re operating in a shifting sector (which, honestly, is most of them as 2025 rolls on). For example, consumer interest in certain platforms might spike or tank overnight—just look at what’s happened with short-form video apps. Don’t be afraid to pivot your off-page tactics based on those shifts, even if it means putting aside something that used to work. It’s less about tradition and more about staying visible wherever attention actually is, not just where you wish it still was.

Truthfully, you’ll never really have it all mapped out. The digital world is chaotic, and user behavior can swing a lot faster than anyone’s five-year plan. Maybe the trick isn’t to aim for perfect foresight but to set up processes that actually notice these changes in real time—whether that’s smarter dashboards or just really listening when customers tell you, unprompted, what they actually care about. Keeping your radar tuned this way takes some humility, but it’s wildly more useful than betting everything on last quarter’s pattern and stubbornly sticking to it.

Also, sometimes you might realize your messaging has accidentally started appealing to a slightly different crowd than you thought. Don’t freak out; sometimes it’s actually a win. Consider if you can lean into that unexpected audience or blend your approach, instead of trying to force old expectations to fit. The flexibility to adjust goals on the fly—without endless debate—is almost a superpower in a landscape this jittery.

With all this knowledge, you have a target to aim at. It will make your efforts more effective, and it will bring better results.

Begin from link building

Link building is the main thing to work for when doing SEO off-page. It creates new paths leading to your content and makes Google have another look at your relevance.

You do this in three ways:

• with time and a lot of work, your brand gets the authority needed to start receiving natural links from other sources;
• with networking and proximity to other businesses, you can manually build links on outside content that mutually help both brands.

Exchange guest posts

Guest posts are the easiest way to make link-building on other pages. It’s a well-known practice, which brings great results when you choose the right partners.

In this strategy, you create content that will be displayed on another brand’s blog or social media. The goal here is to focus on those that share similar buyer personas with you.

You create a piece of content tailored for them, but linking to your blog. 

The main idea here is to write about something that you’re an authority on and also correlates to the service the other blog offer. 

That way, both sides win. They have more content, which they didn’t need to produce, and you have a new reach within their user base — clients, visitors, and subscribers.

All these new potential leads already know and trust the content they follow, so they will trust what you are saying too. 

Some backlinks, some context, and you have highly engaging material.

Use social media

Social media is another key factor when doing SEO off-page. Have a frequent and relevant presence online, interacting with your audience in meaningful and non-invasive ways.

You can also use rewards and encourage customers to do some link-building for your brand — with reviews and recommendations, for example, sharing their experiences overall.

Invest in influencers

Another great use of social media for off-page SEO is contacting digital influencers to talk about your products.

This kind of strategy should be disclaimed as paid content, but this is not a bad thing. Endorsement generates a lot of engagement, and Google will see it as a positive sign of your brand’s worth.

However, you must bear in mind you have to choose the right partners. After all, numbers alone don’t matter much if you are aiming at conversions.

What you need to look for in digital influencers is shared values, overlapping audiences, and a voice that matches your brand persona. What matters the most is how eager the public is to interact with the content.

And talking about SEO, another good tip is to create a whole plan around that partnership. This involves not only a video showing a product but also multimedia activations that generate even more backlinks.

The goal is to boost visibility at first, as well as create some long-tail content. After all, it is what will help your website reach the top positions on search results.

Be relevant in comments and discussions

Auto-promoting a brand in comment sections and discussions is a polemic subject. Some people see it as bad faith, but it’s a great strategy when done right.

You can go on popular channels to talk about your brand but always do it with context. Don’t be invasive or go there just to promote. 

Try to always add value to the discussion before sending a link or talking about yourself.

Measure everything

Our last tip is often present in any content about marketing strategies because it’s very important. After all, it’s really hard to know if you are doing off-page SEO right if you don’t measure it.

Along with the positions you are climbing in search engines, you need to monitor the number of backlinks and especially where they are coming from.

When you cross-reference this data with leads and conversions, your team has a map that shows what channels will give you a better ROI for Content Marketing.

And this is crucial for the future. Finding the right tools and plans enables a business to do Digital Marketing the right way: with a lot of optimization and the most available budget.

SEO is all about that. All the effort you have to make at first will become more simple with time. All the organic traffic you attain brings even more traffic — people follow people, and trust builds trust.

So how about going after that right now? If your website and your strategy are already optimized for better positions on Google, it’s time to go beyond that and expand your visibility by doing off-page SEO.

Want to improve your SEO strategy? Download now our complete guide to achieve the first result on Google pages!

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