Off-page SEO explained: building authority beyond your website
Off-page SEO is one of the most misunderstood parts of search engine optimisation, yet it can play a critical role in how your website ranks in Google. In simple terms, off-page SEO focuses on actions taken outside your website to improve trust, authority and visibility.
This blog explains what off-page SEO is, why it matters for Australian law firms (and other businesses), and how to implement it in a practical and sustainable way.
What is off-page SEO?
Off-page SEO refers to all optimisation activities that happen away from your own website but still influence how search engines assess your site.
Google’s (and other search engines) goal is to show users reliable, trustworthy and relevant websites. One of the main ways it measures this is by looking at how other websites and platforms interact with, reference or link to yours.
In plain English, off-page SEO helps answer this question for Google: Do others trust and value this website?
Off-page SEO commonly includes:
- links from other websites pointing to yours, known as backlinks;
- brand mentions on news sites, blogs or social platforms;
- reviews and ratings on platforms like Google Business Profile;
- citations, which are mentions of your business name, address and phone number across the web;
- engagement and visibility on external platforms.
How off-page SEO differs from on-page SEO
On-page SEO focuses on what you control directly on your website. This includes content, page structure, keywords, internal linking and technical elements.
Off-page SEO focuses on external signals. You do not fully control these, but you can influence them through strategy and quality work.
A simple way to think about the difference is:
- On-page SEO shows Google what your website is about;
- Off-page SEO shows Google how credible your website is, using the E.A.T. theory of Expertise, Authoritativeness and Trustworthiness.
Why off-page SEO matters
Off-page SEO is particularly important in Australia, where many industries are highly competitive at a local level. Law firms, trades, health providers, professional services and eCommerce businesses are often competing for the same keywords in the same cities.
Google uses off-page signals to help decide:
- which businesses deserve to rank higher;
- which brands appear more established, trusted or authoritative;
- which websites are more likely to provide reliable information.
For local SEO in Australia, off-page factors also influence map pack rankings, which are the business listings that appear above organic results.
Backlinks explained in plain English
Backlinks are links from one website to another. When another site links to yours, it acts like a vote of confidence.
However, not all backlinks are equal. Google looks at quality, relevance and context, not just quantity.
High-quality backlinks typically come from:
- reputable websites (and in particular for law firms, Australian sites);
- industry-relevant blogs or publications;
- news outlets or professional associations;
- established businesses or organisations.
Low-quality backlinks often come from spammy directories, irrelevant overseas sites or paid link schemes. These can harm your SEO rather than help it.
How to earn quality backlinks
Earning backlinks takes time and consistency. There is no safe shortcut.
Practical ways to build backlinks include:
- Creating useful, original content that others naturally want to reference;
- Writing guest articles for relevant websites;
- Being featured in media stories or expert commentary;
- Partnering with suppliers, clients or professional networks;
- Listing your business on legitimate industry directories.
The focus should always be on relevance and value, not volume.
Brand mentions and why they matter
A brand mention is when your business name is referenced online, even if there is no clickable link.
Google can still treat these as a trust signal, especially when they appear on credible websites.
Brand mentions can come from:
- online news articles;
- blogs or opinion pieces;
- business profiles or interviews;
- social media discussions.
Consistent brand mentions help reinforce that your business is legitimate, active and recognised within its industry.
Reviews and off-page SEO
Online reviews are a powerful off-page SEO factor, particularly for local businesses.
Google reviews influence:
- local search rankings;
- click-through rates from search results;
- consumer trust and decision-making.
Encouraging genuine reviews from real clients is one of the safest and most effective off-page strategies.
Best practice for reviews includes:
- Asking clients for feedback after a positive experience;
- Responding professionally to all reviews, including negative ones;
- Never buying or faking reviews, which breaches Google guidelines.
Read more in our earlier blog, “Why should I develop a plan to drive Google Reviews”
Citations and local authority
Citations are online mentions of your business name, address and phone number, often referred to as NAP details.
Consistency is critical. Inconsistent details across platforms can confuse search engines and reduce trust.
Common citation sources in Australia include:
- Google Business Profile (every law firm should have one, no matter how small);
- Apple Maps and Bing Places;
- Industry directories;
- Local business listings.
Accurate citations support local SEO and reinforce your business’s legitimacy.
Social media and off-page SEO
Social media does not directly boost rankings in the same way backlinks do. However, it still plays an indirect role in off-page SEO.
Social platforms can:
- increase content visibility and sharing;
- lead to more brand mentions;
- support backlink opportunities;
- reinforce brand awareness.
The key is consistency and relevance, not chasing vanity metrics such as “likes” and “follower counts”.
How to implement an off-page SEO strategy
An effective off-page SEO strategy should be planned and have a long-term focus.
A simple implementation framework includes:
- auditing your existing backlinks and brand mentions;
- identifying high-quality, reputable websites in your industry;
- creating content that is genuinely useful and shareable;
- building relationships, not just links;
- monitoring reviews, citations and mentions regularly.
Off-page SEO is cumulative. Small, consistent actions over time produce better results than short bursts of activity followed by long stretches of no activity.
Common off-page SEO mistakes to avoid
Some off-page tactics can actively damage your rankings. Here are some activities to avoid:
- Buying backlinks or participating in link schemes;
- Using low-quality overseas directories;
- Over-optimising anchor text, which is the clickable text in links;
- Ignoring negative reviews or inconsistent business listings.
Google’s algorithms are designed to detect manipulation. Sustainable SEO focuses on trust, not tricks.
Measuring off-page SEO success
Off-page SEO does not always produce immediate or obvious results, but progress can be measured.
Key indicators include:
- growth in referring domains;
- improved keyword rankings;
- increased branded search traffic;
- higher local map visibility;
- more consistent reviews and citations.
FAQs about off-page SEO
How long does off-page SEO take to work?
Off-page SEO is a long-term strategy. Some improvements may be seen within a few months, but meaningful results often take six to twelve months.
Is off-page SEO safe for small businesses?
Yes, when done properly. Ethical, relevance-based strategies are safe and effective for Australian small businesses.
Do I need off-page SEO if my on-page SEO is strong?
Yes. Strong on-page SEO is essential, but off-page signals can be what separates average rankings from top positions.
Can off-page SEO work without content creation?
Content makes off-page SEO significantly easier. Without quality content, earning links and mentions is far more difficult.
In summary
Off-page SEO is about building trust beyond your website. It signals to Google that your business is credible, relevant and valued by others.
For law firms, investing in off-page SEO is not optional if you want to compete in search results. When implemented carefully and consistently, it supports sustainable growth and long-term visibility.