When most teams talk about search optimisation, they jump straight to title tags, Core Web Vitals and content briefs. All of that matters but it is only a small part of the picture. Off-page SEO is the discipline that happens away from your website yet heavily influences how search engines (and real people) perceive your brand. Get it right and you compound authority, trust and visibility over time. Get it wrong and you can stall even the most technically perfect site.
In this guide, we’ll demystify what off-page SEO is, why it still matters in 2025, the tactics that move the needle, how to measure progress, and the risks to avoid.
What is Off-Page SEO?
Off-page SEO (or off-site SEO) includes all activities that happen outside your website to influence how search engines and users perceive your brand. While link building is a big part of it, modern off-page SEO also includes brand mentions, online reviews, citations, digital PR, and social signals that establish your authority and trustworthiness online.
Why Off-Page SEO Matters
On-page efforts can help you get indexed, but off-page SEO builds the credibility that helps you rank higher. Search engines look at backlinks from authoritative sites, brand mentions, customer reviews, and other signals to determine whether your website is trustworthy and relevant.
Without strong off-page SEO, even the best content and technical SEO might struggle to stand out in competitive search results.
Core Strategies for Off-Page SEO
Building a strong off-page SEO strategy requires more than simply earning a few backlinks. It’s about creating a credible online presence, where your brand is recognised, cited, and trusted across multiple platforms.
From digital PR campaigns that secure high-authority links to managing online reviews and local citations, these strategies work together to signal your expertise and reliability to both search engines and users. Below, we explore the core tactics that make the biggest impact on off-page SEO success.
1. Digital PR and Quality Backlinks
Earn natural, editorial backlinks from authoritative websites through original research, data-led content, and thought leadership. These links build both search visibility and brand trust.
2. Brand Mentions and Local Citations
Consistent mentions of your brand across directories, social platforms, and trusted websites strengthen your online identity. Local businesses should also optimise Google Business Profile and ensure their Name, Address, and Phone (NAP) details are accurate everywhere.
3. Online Reviews and Reputation
Customer reviews directly affect trust and can influence rankings. Actively gather genuine reviews, respond to negative feedback, and maintain a positive online reputation.
4. Thought Leadership and Content Distribution
Contributing expert insights to reputable publications, podcasts, or industry events reinforces your credibility and naturally earns mentions and links.
A Pragmatic Off-Page SEO Roadmap
A successful off-page SEO strategy requires a structured, step-by-step approach that combines research, strategic planning, and consistent execution. By breaking the process into clear phases, you can ensure that every effort, from backlink building to brand reputation, aligns with your long-term growth goals.
Below is a pragmatic roadmap we use at Perth Digital to guide businesses towards building lasting authority and visibility online.
Month 0–1: Audit and Foundations
The first step is to establish a clear understanding of your current off-page SEO landscape. This involves auditing your backlink profile to identify toxic links, gaps, and strengths, as well as analysing your competitors to see where they’re gaining authority. We also assess brand visibility, including author profiles, schema markup, and entity signals such as Knowledge Panels.
For local businesses, a thorough check of Google Business Profile and citation accuracy is essential. At this stage, we also review online sentiment and ratings to set a baseline for reputation management.
Month 2–3: Strategy and Asset Creation
With insights from the audit, we build an SEO strategy tailored to your goals and industry. This includes creating digital assets designed to attract links naturally, such as data-led reports, infographics, or interactive tools. We also work on strengthening author entities by ensuring consistent bios and profiles across relevant platforms.
At this stage, we compile a list of outreach targets, journalists, bloggers, and industry partners, and put review-generation processes in place to build trust signals.
Month 4–6: Launch and Iterate
This is where execution begins. We roll out digital PR campaigns, pitching your content or expert insights to relevant media outlets, while also capitalising on reactive opportunities such as trending industry news.
During this period, we focus on building quality local citations, improving brand mentions, and tracking improvements in branded search volume. We also evaluate what’s working, refine our approach, and nurture relationships with journalists and key community influencers.
Month 6+: Scale, Diversify and Defend
After the initial campaigns gain traction, the focus shifts to scaling and diversifying your off-page SEO efforts. Annual or seasonal reports are refreshed to remain link-worthy, and we explore new channels such as webinars, podcasts, or conference participation for thought leadership.
We proactively monitor for unlinked brand mentions, converting them into backlinks where possible, and maintain a strong online reputation by addressing reviews and sentiment promptly. Finally, we continue to monitor link profile health to protect your domain from harmful or spammy backlinks.
Measuring Off-Page SEO: KPIs That Actually Matter
Measuring the success of off-page SEO goes beyond counting backlinks or social mentions. It’s about understanding how your external efforts translate into authority, trust, and measurable results.
By tracking the right KPIs, from referring domains and branded search growth to customer sentiment and local visibility, you can assess whether your strategy is truly driving impact. Below, we outline the key metrics that matter most.
Authority and Reach
Tracking your authority involves monitoring the number of referring domains, not just total backlinks, with a focus on quality and relevance. Growth in links from authoritative and industry-specific websites is a strong indicator of improved trust and visibility.
Share of voice (SOV) in search results for your primary keywords is also crucial, as it reflects how much search engine real estate you’re capturing compared to competitors. Additionally, monitoring branded search volume can reveal increases in brand recognition and awareness.
Quality and Impact
Not all links hold equal value. Measuring the percentage of editorial links, as opposed to automated directory or profile links, helps assess the effectiveness of your off-page strategy.
SEO tools like Ahrefs or Moz can give directional metrics, such as Domain Authority (DA) or Domain Rating (DR), to gauge the quality of referring domains. However, real-world performance metrics like referral traffic and assisted conversions from earned links provide a truer measure of impact.
Reputation and Trust
Online reputation plays a significant role in how search engines and users perceive your brand. Tracking the volume and quality of customer reviews, along with the speed and tone of your responses, can help maintain positive brand sentiment.
Regular sentiment analysis, across review platforms, social media, and niche forums, gives valuable insights into public perception and helps identify issues before they escalate. The presence and accuracy of a Knowledge Panel or other brand-related rich results can also indicate strong trust signals.
Local Presence
For businesses with physical locations or local service areas, local SEO KPIs are essential. Monitoring Google Business Profile metrics, such as impressions, phone calls, direction requests, and messages, gives a direct view of user engagement.
Local pack rankings for important search queries are another critical indicator, as they directly influence foot traffic and conversions. Accurate and consistent local citations across online directories further support your local visibility.
Ready to Build Real Authority?
Off-page SEO is an ongoing investment in trust, credibility, and long-term visibility, not just a quick win. By focusing on quality backlinks, brand reputation, and thought leadership, you can create a foundation for sustainable organic growth.
At Perth Digital, we combine technical SEO, content strategy, and off-page SEO into a single, results-driven framework.
Ready to take your off-page SEO to the next level? Contact Perth Digital today and let’s create a tailored strategy to elevate your brand’s online reputation and visibility.
