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It goes deeper than that. For example, brand mentions (your site URL or brand name mentioned on another site without a hyperlink) are an integral aspect of off-page search signals.

As smart bloggers and content marketers, we usually start with on-page SEO.

But we don’t stop there. Because, to a large extent, the things that matter to Google often happen away from your web site.

Depending on your marketing goals, the time you spend on off-page search engine optimization will vary. Dr. Pete Meyers from Moz observed that many web site owners spend about 30% of their time on off-page factors, and 70% on on-page factors. For other web site owners, those percentages are reversed.

Off-page SEO simply tells Google what others think about your site. For example, if you’ve got a lot of valuable links pointing to your pages, search engines will assume that you’ve got great content – the type that provides value for users.

Otherwise, why would people waste time linking to it?

People only cite, reference and share content they like. Even in a brick-and-mortar business, if your product is helpful and affordable, you’ll get a lot of word of mouth referrals from your current customers.

Search engine optimization can be scary, especially when you don’t know what steps to take to rank your fresh content pages in Google top 10. But, if you can develop a basic understanding of on-page and off-page optimization, you’ll be way ahead of your competition.