Listen to this post: Off-page SEO explained (with simple, real examples)
If you’ve ever wondered why a page that looks “worse” than yours still ranks higher, the answer is often off-page SEO. In plain terms, off-page SEO is the actions outside your website that help search engines trust you.
This post breaks it down with simple examples you can copy, plus what matters most in 2026: trust, real mentions, and links earned through useful work (not shady swaps).
Quick contrast: on-page SEO is what you write and publish on your site, technical SEO is how well your site runs (speed, crawlability, structure), and off-page SEO is your reputation across the wider web.
What is off-page SEO, and why does it matter?
Off-page SEO is your online reputation. Think of it like choosing a tradesperson. You don’t just read their own leaflet, you listen to neighbours, check reviews, and notice if a local paper has mentioned them.
Google and AI-led search tools do something similar. They look for signals that suggest you’re real, trusted, and recognised in your space. That includes:
- Links from other sites (backlinks)
- Brand mentions (even without a link)
- Reviews and ratings
- Community signals (people discussing you on forums, social, and niche communities)
A common myth is that off-page SEO equals link building. Links matter, but they’re only one part. In 2026, search results often include summaries and citations, and brands can show up because they’re talked about, not just because they’re linked. For a broader overview of off-page tactics, Semrush’s guide to off-page SEO strategy is a useful reference point.
Off-page SEO vs on-page SEO in plain English
On-page SEO is what you control. Off-page SEO is what other people say and do.
Picture a local bakery:
On-page SEO (on the bakery site):
- A clear menu page with prices and descriptions
- “Fresh sourdough in Leeds” mentioned naturally in the copy
- Good page titles, headings, and photos
Off-page SEO (outside the bakery site):
- A local food blogger mentions the bakery and links to the menu
- Customers leave Google reviews about the croissants
- A community Facebook group recommends it by name
Technical SEO sits underneath both: the menu page loads fast, works on mobile, and is easy for Google to crawl.
Backlinks explained with simple examples (the safest ways to earn them)
Photo by Damien Lusson
A backlink is simply a link from another website to yours. Search engines treat it like a recommendation. But not all recommendations carry the same weight.
In practice, a few high-quality backlinks from relevant sites can beat hundreds of random links. That’s because Google cares about context: who is linking, why they’re linking, and whether the topics match.
You’ll also hear two terms:
- Dofollow links can pass ranking signals.
- Nofollow links are marked to limit that passing of signals.
Both can still be useful. A natural backlink profile usually has a mix, because real websites don’t link in one uniform way.
The big shift in 2026 is that the safest link building looks a lot like digital PR: publish something worth referencing, then put it in front of the right people. Buying links, mass directory submissions, and private link networks can still backfire.
What makes a backlink “good” (and what makes it risky)
A good backlink tends to have five things going for it:
Relevance: The linking site covers the same topic. A DIY blog linking to a plumber’s guide makes sense.
Authority: It’s a trusted site with a real audience.
Placement: A link inside the main content is stronger than a footer or sidebar link.
Anchor text: The clickable words look natural (brand name, page title, or a plain description).
Intent: It’s earned because your page helps, not because it was forced.
A quick bad example: a gambling site linking to a plumber’s homepage with the anchor “best boiler repair”. That mismatch screams manipulation.
Also, don’t chase “perfect” dofollow links only. If you’re mentioned in a newspaper roundup, a forum thread, or a “resources” list and it’s nofollow, it can still drive real traffic and real trust.
Easy link earning examples you can copy
Here are five mini-scenarios that work without gimmicks:
A statistics page people cite: Publish a simple page like “2026 UK average cost of loft insulation” with sources and updates. Journalists and bloggers love citing numbers.
Pitch a local story: Sponsor a school event, run a charity drive, or publish a “best cafés in town” list with quotes from owners. Local press sites often link to coverage.
Guest post with a genuinely helpful article: Write one solid piece for a relevant blog (not a random site) and include a link where it supports the reader, not where it feels stuffed in.
Partner pages with suppliers or charities: If you work with well-known suppliers, ask to be added to their “approved installers” page. If you support a charity, ask if they list supporters.
Create a free tool or checklist: A simple calculator, template, or printable checklist can earn links over time because people reference it.
When you pitch, keep it human. One clear sentence works: “I noticed you mention X, we published a short resource that adds Y, happy to share it if it’s useful.”
Brand mentions, reviews, and community signals (off-page SEO beyond links)
Not all trust signals are clickable. In 2026, unlinked mentions matter more because AI systems learn from public citations and consistent brand references, even when there’s no hyperlink.
You’ll see this trend discussed in SEO circles as “mentions and citations” becoming a bigger part of visibility, especially as AI summaries reduce clicks. This angle is covered well in Search Engine Land’s piece on mentions, citations, and clicks for 2026.
Community discussion matters too. If people regularly recommend your product on Reddit or a niche forum, that’s a strong signal of real-world demand. It won’t always move rankings overnight, but it can lift branded searches, referral traffic, and trust.
Unlinked brand mentions: “They talked about you, but didn’t link”
Example: a blogger writes “Top 10 CRM tools for freelancers” and includes your brand name, but it isn’t linked.
That still helps because it adds to your footprint across the web. It shows you’re part of the conversation, and those mentions can be picked up by AI tools when they choose sources.
If the mention is positive, you can ask for a link later with a polite note: thank them, point out the exact line where you’re mentioned, and share the best URL for readers to use (your homepage is rarely the best choice). If you want more context on why mentions are getting stronger in AI search, this breakdown of brand mentions in AI-driven search explains the idea clearly.
Reviews and reputation: the simplest off-page SEO win for local and online brands
For many businesses, reviews are the quickest off-page win because they influence trust and clicks, even before rankings change.
A simple process that works:
- Ask at the right moment (after a good result, delivery, or support fix).
- Make it easy (one direct link to your review profile).
- Reply to every review, even short ones.
- Look for patterns in complaints, then fix the root cause.
A calm response to a negative review can also protect your reputation. Example:
“I’m sorry you had that experience. That’s not the standard we aim for. If you email us at [support email] with your order details, we’ll look into it today and put it right.”
It’s respectful, it shows accountability, and it moves the details off the public thread.
A simple off-page SEO plan for the next 30 days (plus how to measure it)
Off-page SEO rewards steady effort. Think in weeks, not days. Your goal for the next month is to create one thing worth mentioning, then earn a small number of real mentions and links from relevant places.
Week-by-week checklist: what to do, in what order
Week 1, quick audit: List your current backlinks, top pages, and any brand mentions you can find. Note who links to your competitors and why.
Week 2, create one link-worthy asset: A stats page, a checklist, a short tool, or a practical guide that solves one problem well.
Week 3, outreach (10 to 20 targets): Contact site owners, newsletters, local press, and bloggers where your asset fits naturally. Keep it personal. No mass spam.
Week 4, strengthen reputation: Ask for reviews, answer a few community questions in your niche, and share the asset through your email list and socials.
Quality outreach beats quantity. Ten good emails to relevant people can do more than 200 templated messages.
How to track off-page SEO results without getting lost in data
You don’t need expensive tools to see progress. Start with:
- New referring domains (new websites linking to you, not just new links)
- Quality of linking sites (are they in your niche, do they have real content?)
- Brand searches (more people typing your name into Google)
- Referral traffic (visits from links on other sites)
- Review count and rating (especially for local brands)
- Mention volume (simple manual checks and alerts)
Use Google Search Console for backlinks and performance, Google Business Profile if you’re local, and a basic spreadsheet to log outreach, replies, and links. Rankings can take weeks or months, but early wins show up as more mentions, more referral traffic, and more branded searches.
Conclusion
Off-page SEO is your online reputation made visible. In 2026, the safest approach is simple: earn relevant links through useful content, build positive mentions across trusted sites, and protect your reviews.
Pick one link-worthy asset you can publish this week, then choose one outreach target today. Keep it consistent for 30 days, and you’ll start building the kind of trust that search engines, and people, can’t ignore.
