Why Off-Page SEO Requires Multi-Channel Marketing Tactics

Nicole Dean

Nicole Dean

OFF-PAGE SEO AND MULTI-CHANNEL MARKETING

Multi-channel marketing is the strategy of reaching your audience through a variety of communication platforms, also known as channels. Before the world turned to be a technology-driven world, multi-channel marketing was any advertising in print, TV, radio ads, and even word of mouth. Today, multi-channel marketing is a combination of direct and indirect communication channels such as websites, retail stores, mail order catalogs, direct mail, email, mobile, and more. It enables customers to use those channels to buy your product. The company that is always successful in multi-channel marketing in today’s technology-driven world is The Walt Disney Company. Learn how Disney gets multi-channel marketing right down to the smallest details.
Where multi-channel marketing is bringing customers to your site through ways outside of the internet, off-page SEO focuses on getting customers to your site through backlinks and other means on the internet; links from outside sources connecting to your website. Off-page SEO is all about getting incoming links and other outside factors that impacts how a webpage is indexed in search results. Something as simple as linking your website on your Facebook and Twitter pages is an example of off-page SEO.

BACKLINKS

A backlink (or inbound link) is a link that’s coming from another website to your own website. If you’re a source of great content and you get it in front of the right people, they’re going to share your content. The best way for them to do that is by them sharing your website links! Whether they share their favorite product of yours on their Facebook page or they tweet your blog post, your content is getting out there!
Inbound links aren’t to be confused with outbound links or internal links. Outbound links are when you link other websites from your own website. For example, if you wanted to reference a product in your blog post, you might make a link to their website. Internal links are when you link another page from your own website. For example, in the first paragraph of this blog post, I referenced another blog post about Disney’s success with multi-channel marketing by using an internal link – a link that goes to another blog post on our site.
Backlinking is all about people linking to your website and sharing your content. The person receiving the link is one the one who refers to a link as a backlink. For example, I can reference a blog post from HubSpot on our own blog and HubSpot can say, ”I received a backlink from Trellis Inc.” We shared their content on our blog and now HubSpot get’s to benefit from referral traffic.
Backlinks can do two things for your website. They can drive traffic to your site and they can help you rank higher in search. If someone references your website on their blog post, there’s a good chance that their readers will click on it. You’ll be benefitting from that referral traffic. Backlinks tell search engines that your website is an authority on a certain subject. The more backlinks you have from high quality, high authority websites, the better your website will rank on search engine results pages.
The secret key to a good inbound link is that it comes from an authoritative website and it uses natural anchor text. Anchor text is the text copy that is hyperlinked. For example, the link in the first paragraph is green and bold signifying that it’s a link. The anchor text is “multi-channel marketing”. Google is smart and understands the context of a link, so more generic terms like “learn more” and “click here” anchor text can be just as valuable as keyword-optimized anchor text. Backlinks are still very much a factor that for achieving high rankings. According to Search Metrics, the relevance of links will decline in favor of other factors in the future. Natural backlinks will always matter, even if they become more difficult to earn and leverage. Learn more about building inbound links in today’s white hat SEO world!

Three Categories of Targeted Link Building

Rand Fishkin from Moz goes over three different categories of link building:

  • One-on-One Outreach
  • Broadcast
  • Paid Amplification

One-on-One Outreach
Personally sending out an email, direct message, tweet, at reply tweet or a phone call.
Broadcasts
Social sharing is where you’re broadcasting out a message like, “hey, we’ve produced this. It’s finally live, come check it out!” This could go through bulk email, email subscription, newsletter, press or through a blog.
Paid Amplifications
Things like social ads, native ads, retargeting, display, and all other kinds of these different formats.
Rand says, “Broadcast works well if, in your niche, certain types of content or tools or data gets regular coverage and you already reach that audience through one of your broadcast mediums. Paid amplification tends to work best when you have an audience that you know is likely to pick those things up and potentially link to them, but you don’t already reach them through organic channels, or you need another shot at reaching them from organic and paid, both.”

Four Ways to Get Free Backlinks to Boost Your Search Rankings

Maintain a steady blog with great content that your audience will read.
Creating great blog content that people will naturally want to link back to is one of the most tried and true ways to generate backlinks organically.
Link to other blogs on your blog.
Blogs are another form of a social tool. The more you link to other blogs, the more likely, those bloggers will be willing to return the favor. Another great reason for doing this is you’ll be able to use their blogs as resources to further your blog topic. Adding other links on your blog makes a better and more rewarding experience for your readers.
Create case studies about your most impressive clients.
If you make your clients look great in case studies about their business, you can bet they’ll be linking to your site. You want to use your best companies that have seen the best results, are enthusiastic, and know your product or service really well.
Incorporate “Tweet This” links in your content.
Part of getting backlinks is getting your content out to the masses. Including, “Tweet This” or “Click to Tweet” links for tweet able nuggets in your content will get people sharing your content socially more often. This work because you will get greater visibility in search engines, news feeds, Twitter streams, etc. and thus giving you more opportunity for your data to be referenced in other people’s content. You can easily create tweet able links using this ClickToTweet service.
tweet this statistic


Off-page SEO and multi-channel marketing are just as important to your marketing strategy as your on page SEO marketing strategy. You want to devote a great amount of time in all of your marketing efforts because that is how you’re going to reach your audience. Whether you’ve got a fabulous website, you promote your business through social media or on the radio, people have their marketing strengths. However, to have the best and most efficient marketing strategy, you must use as many, if not all, marketing channels at your disposal. Just keep in mind who your target audience is. They are your number one targets when looking for new and continued customers because they’re the ones that will be the most likely to buy your product/service. Put yourself where they are whether it’s offline or online! In summary, to have good off-page SEO, you need to be in many places at once. Off-page SEO requires multi-channel marketing to work properly and accurately. You need to be on social media, create company events, attend other business events, etc. It’s not just all about your on-page marketing strategy.

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