You may have heard of the four main pillars of SEO. These are content (arguably the most important), technical SEO, on-page SEO, and off-page SEO.

I’m not the be-all, end-all of search engine optimization, but I might make a case that off-page SEO for eCommerce is probably the least understood of the four main pillars. 

Think about it. Anyone can understand that if your website is slow or doesn’t work (technical SEO) that’s bad for business, or that if you change page titles, that’s on-page SEO. Blogs, CMS pages, and product page copy? That’s easy – content. 

But what exactly is off-page SEO for eCommerce, and why does it matter? That’s what I’ll get to the bottom of here.

What Is Off-Page SEO for eCommerce?

To make this as simple as simple could possibly be, off-page SEO for eCommerce is anything SEO-related that doesn’t occur on your actual website. 

So think of it this way. If it doesn’t fall neatly into content, on-page SEO, or technical SEO, and it occurs somewhere other than your website, that’s off-page SEO. 

Backlinking is probably the most commonly cited off-page SEO ranking signal, but there are many others, like social proof and signals, video marketing, guest posting, and more. 

As you might imagine, there is some crossover. For instance, writing a guest post with a link back to your website does involve content, but since it’s not on your website, it’s off-page SEO.

Starting to make sense? Good. Now let’s go into some high-level tactics and techniques you can put into practice to optimize your domain’s off-page presence. 

The Power of Social Media Marketing

Social proof and social signals are, by this point, well-accepted ranking signals that either directly (or indirectly, through the splash effect) impact SEO. 

And, since it is not on your website, nor is it content or technical, it is, therefore, off-page SEO. 

There are no special tips or tricks for this that differ fundamentally from the rest of your social media strategy, other than that if you are going to build a social media presence, rely more heavily on organic strategies than on paid ones. 

Create profiles on the channels that you think most of your users frequent. As a general rule, B2B models should lean towards LinkedIn, Facebook, and Twitter, and those that target customers directly should focus on Twitter, Instagram, Facebook, Pinterest, and even TikTok. 

Use each platform for what it is good for. Facebook and LinkedIn are good for sharing long-form content and news, as well as for building connections. Pinterest and Instagram work great for showcasing products, uses, and tutorials. Twitter is also great for sharing industry news, the release of new products, and things like that. 

Post often, be consistent, and get active with your users. When they like or comment, like and comment back. Address them individually and practice social listening. When you hear a complaint or a positive comment, respond and see if you can turn the situation around to your favor. 

When you release new products or run sales or promotions, make sure you spread the word using your social platforms. You can also use your socials to advertise positive reviews, blogs, and guest posts. 

Every little bit helps, and all of those social signals and shares can help push traffic to your website.

Off-Page Content Marketing: Podcasts, YouTube Marketing, and More

Not all content marketing has to take the form of a blog that you post on your website (although that is an extremely effective content marketing strategy that directly helps SEO). 

Some content marketing takes the form of off-site content that isn’t even written. Two great channels are video content, distributed through platforms like YouTube, and podcasts, which you can integrate with or link to your website (or both). 

YouTube marketing can be extremely effective, especially if you have interesting ideas and news to share, and if you have a likeable brand ambassador, or even better, an influencer. 

Some things are just better expressed through spoken word and imagery than they are through writing. For instance, video tutorials on how to use products, how to care for products, or how to make modifications are all often well-suited to video. 

You can use the success of your YouTube channel to drive traffic to your Ecommerce website, and you also can also embed videos on your pages where relevant and integrate them with your website, which will also boost engagement. l

As for podcasts, they are a great way to share news, host experts, and produce thought-provoking content online. They work better in some industries than others – but if you’re ever going over industry news or talking at length about the history of a product line, sport, or industry, podcasts are a great medium. 

These can also boost engagement on your website, generate leads, and increase buzz on social media. All of these things work together. 

Keep in mind that though YouTube marketing and podcasts can both be effective at generating interest and leads and driving traffic, other forms of content in the form of video and audio can also be used in off-site SEO for eCommerce. 

Do a Guest Post 

Guest posting can be another great way to generate interest in your brand, and it has another edge: backlinking. 

If you’re successful in your outreach and get another domain to agree to host some of your content (which doesn’t necessarily have to be a blog, by the way) you may be able to use the opportunity as a springboard for link-building. 

There are lots of ways to go about this. The most straightforward way is “cold emailing.” Just send out a bunch of emails to the administrators of content websites in your industry offering to write them a post in exchange for a backlink. 

I would assume that has a very low close rate, though, so it’s better to work with the contacts with whom you have established relationships. 

For instance, consider soliciting one of your suppliers. Doubtless, some of your brands have their own websites and it’s more likely that one of these would be willing to serve as a venue for your filmed or written content than a website with whom you have no connections. 

You can also do collaborations with your featured brands, and both of you can benefit. You can write for them or produce a video or review; they get free content and you get a “free” backlink. It’s a win-win. 

It works both ways, too. If your suppliers have skilled content creators, then you can ask them to publish on your website and trade a link for it. Both ways work. 

Answer Questions on Forums and Q&A Websites 

Have you ever looked something up on Google and gotten a top result from a website like Quora? 

There’s a good reason for this: even though Q&A websites and forums are littered with useless opinions (sad but true) for every ten pointless posts and comments, there’s a real gem from an industry expert with a lot of experience. 

Think about it. There are times when you need some very in-depth, granular help (consider looking on forums for how to make car repairs or how to write code) and the advice of experts is the only way to pull it off yourself without formally enlisting professional help. 

You can use the value of these boards to your advantage, provided the input you provide is legitimately valuable. If you can offer honest, accurate answers to the questions on those Q&A boards and your posts receive favorable responses and votes, they’ll rank well in the search results. 

You might not be able to put a backlink in your answer, but you can direct viewers to your website for additional information, and that alone is as good as referral traffic, even if it technically isn’t. It’s also an excellent tactic for off-page SEO for eCommerce businesses to follow. 

Backlinks: Critical but Elusive 

Last, I want to say a few things about link-building, although I already sort of did that when talking about guest posting. 

Link-building is one of the most difficult aspects of off-page SEO for eCommerce because there is nothing you can do to really influence the organic process of backlinking. You can’t  force links to your website from domains you don’t own.

Here’s the thing: there are still domains that will probably let you buy links, but there’s a good chance that, regardless of the domain’s authority, those links will get flagged as spam, and that will tank your other SEO efforts. 

All in all, it’s not worth it to buy links. It may have been ten years ago but it is no longer a legitimate strategy. 

So the best thing you can do today is produce useful copy and then wait patiently. If you answer questions in your copy and provide legitimate details and advice, over time, other domains will probably link to you and your website will grow. 

The other thing you can do is actively solicit linking opportunities from legitimate websites with whom you develop an established professional relationship. That’s the best way to build links, the most effective, and though it’s effort-intensive, the most sustainable practice over time. 

Getting Started with Off-Page SEO for eCommerce

Off-page SEO for eCommerce may be the most difficult of the four pillars to optimize for without any professional help, but it can be done. 

Put some of the practices mentioned here in action today and see what sorts of efforts they produce for your business. Just be patient. As with most SEO work, it can take a year or more before results really start to materialize.

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