Writing website copy for either On Page or Off Page SEO can sometimes be an easy task and yet sometimes a rather hard or arduous task depending on the subject matter, as some industries are heavily legislated online (such as Finance and Gambling) whenever “Compliance” becomes an issue, the job of ensuring that content remains focused, insightful and factually correct is a must.
Off Page Content Compliance…
Back in 2016 the Advertising Standards Authority began to pass legislation which made bloggers, affiliates and website authors even social media moguls mark posts as “sponsored content” if they had received compensation or freebies for said articles and posts.
This of-course affected off page content placements and link building activities here which by rule of thumb made posting our clients content (on some websites) a no no as all links built by us must not be detectable as “paid” or “sponsored” by search engines or via manual review in any way.
Bloggers are always keen to be paid for the publication of articles on their website and due to this reason many bloggers will actively avoid marking posts as ‘sponsored’ if asked in advance or if not then the copy can be adhered or written in a way which isn’t blatantly product-pushy. Alternatively links can also be included via strap-lines, credits and citations where bloggers raise concerns.
Nevertheless, ensuring that the copy we write for clients is acceptable to blog owners is something which depends both on the blog-owner in question and on the subject matter of the client website or keywords which are being targeted through the content.
Not-for-Human-Consumption content has long gone in modern link building activities (where keywords were stuffed, repeated and given prominence through frequency) since around the time which Google abolished its publicly visible Page Rank scores. Around this time Proximity Text became more prominent in off page content placements and as such started to have greater affect on rankings. Hereafter many link builders moved towards “click here” and “read more” anchor text links and good old fashioned “brand links.”
These generic anchor texts now seemed to give a client websites further ability to rank for a wider selection of on page keywords than was ever possible that via targeted anchor texting.
The change from the aforementioned Not-For-Human-Consumption content, coupled to the Google Penguin Update lead rise to what is now referred to as Content Marketing; which is essentially link building but, bolstered with paid content syndication. Henceforth off page articles and copy moved up a rung on the ladder of importance and began to get more and more compelling, interesting, factual and downright useful to both readers and website owners.
The idea of adding something interesting to the web via article content (instead of spamming it for links) was now at the very forefront of Off Page SEO and although many link builders dont write the content which is placed for clients the importance of the content which they placed moved from 1 star to 5 stars.
Likewise many bloggers began demanding better and better content to post in their websites, decent copy which could be included on their websites and further to this paid content marketing platforms also entered the scene such as Taboola and Outbrain (these can also be referred to as Native Content Syndication Platforms…)
Content Marketing vs Old Fashioned Link Building…
Although good old fashioned link building still exists in many form (and in some instances a bit of spam can help a website rank,) producing content inline with an editorial calendar is now key to both on page SEO and off page SEO where the production of off page content should be that which echos the messages on page.
Alas content now not only has to be compliant in many industries but, also has to be compelling, factual and relevant to both readers, google bot and publishers to have the greatest affect on long term rankings, more so as a traffic driver too.
To learn more about the importance of off page content in your current SEO deployment simply get in touch today on +44 (0)113 815 0035 to enquire and also to receive your websites competitor-beating Free Content Production Proposal.