15-Step Off-Page SEO Checklist

You’ve published great content. Your site runs fast, your pages are optimized — but your rankings still won’t budge. That’s where off-page SEO comes in.

Off-page SEO (also called off-page optimization) is everything that happens outside your website to help it rank higher in search results. It’s how the rest of the internet vouches for you — through backlinks, mentions, shares, citations, and more.

These signals tell search engines that your site is credible, trusted, and worth showing to users. In 2025, with Google placing even more weight on authority and third-party validation, off-page SEO isn’t optional — it’s essential.

This guide walks you through 15 practical off-page SEO techniques to help you build that authority step by step. Whether you’re a beginner or a seasoned SEO, you’ll find methods you can apply right away — and where useful, we’ll show you how to speed things up using SEO PowerSuite.

Let’s dive in.

What is off-page SEO in plain terms?

Think of your website like a local business. You’ve done the interior work (on-page SEO): the lighting’s perfect, the shelves are tidy, the products are labeled. But if no one’s talking about your store, linking to it in local directories, or recommending it to friends, foot traffic remains slow.

That’s where off-page SEO comes in — it’s your digital word-of-mouth.

In simple terms, off-page SEO refers to everything that happens outside your website to boost its visibility, credibility, and rankings in search engines. It’s a collection of trust signals: how many sites link to you, who mentions your brand, how often your content is shared, and what people are saying about you.

In essence, off-page optimization is about building your site’s reputation in the eyes of both search engines and real users. It’s the difference between being “just another website” and being seen as a trustworthy, authoritative source in your niche.

The good news? Tools like SEO PowerSuite make many of these off-page techniques measurable and actionable — even automatable. And we’re about to walk you through each one. If you’re more of a visual learner, make sure to check out this quick video tutorial on off-page SEO taken from our SEO Core Fundamentals course.

Why off-page SEO is more important than ever in 2025

It’s no secret: Google’s algorithm has changed dramatically in the last few years. AI-generated content is everywhere, search results are getting more visual and predictive, and Google's AI Overviews are rewriting the rules of visibility. But one thing hasn’t changed — Google still leans heavily on off-page signals to decide which sites are credible and deserving of top spots.

Why? Because off-page signals come from other people, not from you. They’re harder to manipulate, and they reflect real-world trust.

When someone links to your content, cites your brand, or leaves a review, they’re essentially saying: “This is worth your time.” Google takes that seriously.

The off-page signals that matter most

What about E-E-A-T?

If you’ve followed Google’s guidance, you’ve heard of E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. While E-E-A-T isn’t a direct ranking factor, Google uses off-page signals to evaluate it.

These questions are all answered by your off-page footprint.

Bottom line: You can’t fake authority anymore. You have to earn it — and this guide will show you how.

Off-page SEO vs on-page SEO

To get the full SEO picture, you need to understand the balance between on-page and off-page efforts. They work together — like a product and its reputation. You can have the best product (great on-page SEO), but if no one’s talking about it (poor off-page SEO), it won’t get far.

Here’s a quick side-by-side to break it down:

On-page SEO is about what you say about yourself. Off-page SEO is about what others say about you — and that’s where much of your authority comes from.

Why both matter

Focusing only on one side creates an imbalance. You might have a well-optimized site that never gets seen — or tons of backlinks pointing to poor content. Either way, rankings suffer.

Your best bet is a coordinated approach: solid content and structure on-site, plus strong trust signals off-site.

And now that we’ve got the foundations out of the way, let’s move into the heart of this guide — the 15-step off-page SEO checklist that will help you build authority the smart (and sustainable) way.

15-Step Off-Page SEO Checklist

Off-page SEO isn’t about quick wins — it’s about building long-term authority brick by brick. 

The steps that follow will help you shape a healthier backlink profile, earn trust signals from across the web, and strengthen your site’s position in the eyes of both users and search engines. 

Here’s your off-page SEO checklist for 2025:

1. Conduct a backlink audit

Before you start building your off-page authority, you need to know what you're already working with — and whether it’s helping or hurting you.

Think of your backlink profile as your site’s reputation file. Some of those links are votes of confidence from respected sources. Others might be dragging your authority down, quietly waving red flags that Google won’t ignore forever.

This is where a proper backlink audit comes in — and where SEO SpyGlass becomes your best friend.

Fire up the tool and run a full scan of your site’s backlinks. 

Download SEO SpyGlass

What you’ll see is a detailed map of who’s linking to you, how authoritative they are, what anchor texts they’re using, and whether any of those links look suspicious. It’s like switching on the lights in a room you’ve been navigating in the dark.

You’ll likely find a mix of the good, the bad, and the forgotten. Maybe you have a handful of backlinks from trustworthy sites that are doing real work for your rankings. Maybe you also have a cluster of spammy links from low-quality domains — links that you never asked for and that might be raising your site’s penalty risk. Those may be found in a dedicated Penalty Risk module.

Download SEO SpyGlass

This step is about cleaning house. Spot and disavow risky links, make a note of strong backlinks you’d like to replicate, and look for patterns that reveal what’s already working.

Only once you’ve cleared the debris can you confidently move on to building something stronger.

2. Analyze competitors’ backlink profiles

Once you’ve audited your own backlink profile, the next logical move is to see what’s working for your competitors. After all, if they’re outranking you, chances are their off-page game is stronger in some key areas — and that’s insight you can use.

With SEO SpyGlass, you can plug in any competing domain and get a full breakdown of its backlinks: where they come from, how authoritative they are, what anchor texts they’re using, and how their link growth has evolved over time. Think of it as legal espionage — you're not copying, you're reverse-engineering what’s already proven to work.

Pay special attention to high-authority domains linking to multiple competitors but not to you. Those may be found under Domain Comparison > Link Intersection (make sure to choose Prospective domains in the drop-down menu).

Download SEO SpyGlass

That’s your gap — and possibly a missed opportunity. Are they getting featured on industry blogs? Participating in podcasts? Quoted in news articles? Those are potential link sources you can target with your own outreach or content.

The goal here isn’t just to chase every link your competitors have. It’s to understand the quality of their off-page profile and spot the patterns behind it — so you can build something even better.

3. Build high-quality backlinks

If backlinks are the currency of off-page SEO, then quality is what gives them real value. One good link from a relevant, authoritative site can outperform dozens of low-effort, low-trust mentions. The goal here is to build backlinks that search engines respect and real users trust.

There are a few proven strategies that still work in 2025 — when done right:

When using LinkAssistant, you can filter opportunities by backlink status, type of relationship, and link location — saving hours of manual research. And since it’s integrated with your outreach email, you can manage campaigns and track responses without switching tools.

Just remember: don’t chase links for the sake of it. Every backlink should serve a purpose — whether it’s boosting your authority, driving referral traffic, or helping users discover genuinely helpful content.

4. Reclaim unlinked brand mentions

Sometimes, people already talk about your brand — they just forget to link to you. That’s low-hanging fruit in the world of off-page SEO.

An unlinked brand mention is when a website references your company, product, or content without actually linking back. These mentions already signal trust — the site chose to talk about you — but without a link, you’re not getting the SEO credit you deserve.

This is one of the easiest link-building wins, because:

Here’s how to approach it:

If you’re using Awario (our sister tool), you can track unlinked mentions in real time and prioritize the ones coming from high-authority domains.

Download SEO SpyGlass

And if you’ve got SEO SpyGlass open, cross-check those referring domains — if they’ve linked to others in your niche before, they’re likely open to linking to you as well.

Over time, consistently reclaiming unlinked mentions adds up — strengthening your backlink profile with minimal effort and zero cold outreach.

5. Leverage social media platforms for engagement and visibility

While social media signals don’t directly boost rankings, they play a powerful supporting role in off-page SEO. Why? Because visibility leads to links — and the more people who see and share your content, the more chances you have to earn backlinks organically.

Platforms like X, LinkedIn, Facebook, and even Reddit are discovery engines in their own right. Your goal isn’t just to build followers — it’s to put your content in front of the people most likely to amplify it.

Start by sharing high-value content consistently:

What matters most is not volume, but engagement. A single LinkedIn post that sparks discussion can do more for your off-page SEO than a dozen auto-posted updates.

Look at your top-performing URLs in SEO SpyGlass (Backlink Profile > Linked Pages).

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Where did the backlinks come from? In many cases, those links started as shares — on X threads, subreddit comments, or niche Facebook groups. Social buzz creates link opportunities you won’t always see coming.

And if you’re in a B2B space, don’t underestimate the value of personal brands. A well-timed comment from the right person can put your content on the radar of editors, bloggers, and site owners looking for sources to cite.

It’s not about going viral — it’s about being visible where your audience (and your future linkers) hang out.

6. Participate in forums and niche communities

Forums may seem old-school, but they remain underrated engines of trust and visibility — especially in niche industries. Platforms like Reddit, Quora, and industry-specific communities are full of real people asking real questions. That’s your chance to show up, help out, and subtly earn brand visibility.

Contribute with value first — not links. Answer questions thoughtfully, cite data when relevant, and only mention your content if it genuinely adds to the conversation.

Over time, active participation builds reputation. And when users or moderators start referencing your posts or linking to your resources on their own, you’ve earned a powerful form of off-page trust — one that search engines notice.

7. Submit to trusted business directories

Submitting your website to business directories isn’t about volume — it’s about trust and consistency.

Reputable directories like Crunchbase, G2, Capterra, and industry-specific listings help reinforce your brand’s legitimacy. They also provide valuable backlinks and improve your visibility in places Google looks for third-party validation.

Just make sure your NAP (Name, Address, Phone) info is accurate and consistent across all listings. Even small mismatches can weaken your local SEO efforts or raise trust issues in Google's eyes.

With SEO SpyGlass, you can track which directories already link to your competitors and find missed opportunities. If they’re ranking well with directory links, you should be there too.

8. Optimize your Google Business Profile

For any business with a local presence — whether physical or service-based — your Google Business Profile (GBP) is one of the most important off-page SEO assets you have.

It’s the first thing people see when they Google your brand. It’s what powers your appearance in Google Maps. And it’s where Google gets key local trust signals, including reviews, photos, hours, and engagement.

But here’s the thing: most businesses claim their profile and forget about it. To stand out, you need to optimize and maintain your Google Business Profile.

Here’s how:

Your GBP also affects your appearance in the local pack, and optimizing it helps you surface for valuable near-me or location-based queries — often with higher intent.

Tools like Rank Tracker in SEO PowerSuite can help you monitor your local search rankings and compare how your GBP visibility stacks up against competitors in your area.

And remember: your GBP is also a review hub — which brings us to the next step.

9. Encourage customer reviews on key platforms

Customer reviews are one of the most powerful — and overlooked — off-page SEO signals. They influence how users perceive your brand, they show up prominently in Google search results, and they’re a core part of how Google evaluates trust in local search.

But reviews don’t just live on your Google Business Profile. Depending on your industry, platforms like Trustpilot, G2, Capterra, TripAdvisor, or even Facebook can all shape your online reputation and visibility.

Here’s how to make reviews work for you:

Over time, a steady flow of honest reviews builds not just credibility, but also organic search performance — especially in the local pack, where quantity and quality of reviews are a known ranking factor.

In short: it’s not just what you say about yourself — it’s who else is backing you up.

For ongoing monitoring, tools like Awario can alert you when your brand is mentioned or reviewed — so you can respond quickly and keep your reputation sharp.

10. Get listed in relevant local citation sources

Local citations — mentions of your business name, address, and phone number (NAP) — are another critical off-page SEO factor, especially for local rankings. These citations help search engines confirm your business’s existence, legitimacy, and location.

The key here is relevance and accuracy. Focus on:

Make sure your NAP details are 100% consistent across all listings. Even minor differences (like “St.” vs. “Street”) can weaken your citation strength.

You can use SEO SpyGlass to identify citation sources that link to your competitors but not to you. Those are often great places to get listed yourself — and you already know they’re considered trustworthy by search engines.

Citations won’t earn you flashy backlinks, but they build foundational trust — and they quietly support everything else you’re doing.

11. Collaborate with influencers for exposure and links

Influencer marketing isn’t just for fashion brands or TikTokers. In the context of off-page SEO, collaborating with influencers — including bloggers, creators, or thought leaders in your niche — can deliver powerful signals: visibility, referral traffic, and yes, high-quality backlinks.

What makes influencer links so valuable is that they often come with built-in trust. When an established voice in your industry links to or recommends your product, search engines (and users) take note.

Here’s how to do it right:

The key is authenticity. Skip the generic outreach and tailor your message to show you’ve done your homework — reference their content, highlight the fit, and keep your pitch human.

When done well, influencer collaborations don’t just earn backlinks. They spark content that gets shared, cited, and embedded — creating second- and third-layer links over time.

12. Create shareable content assets

If you want to earn backlinks at scale, you need to give people something worth linking to. That’s where linkable assets come in — content designed not just to inform, but to be shared, cited, and embedded.

We’re talking about:

When done right, these assets act as SEO magnets — they naturally attract links from journalists, bloggers, and other site owners looking for trustworthy sources to reference. For instance, we have a free backlink checker that serves as a perfect SEO magnet.

Not sure what to create? Start by analyzing what’s already working. Use SEO SpyGlass to identify the top-linked pages across your competitors’ domains. Are they publishing benchmarks, how-to guides, data roundups? Those patterns point to content formats that earn links.

Then reverse-engineer them — and improve on what’s out there.

Don’t just publish and pray. Share your asset on relevant platforms, repurpose it across channels, and use LinkAssistant to reach out to sites that have linked to similar content. A friendly heads-up about your resource often turns into a new backlink.

13. Monitor and engage with brand mentions

Not every backlink starts with an outreach email. In many cases, it starts with a simple mention — someone referencing your brand, content, or product in a blog post, news story, or forum thread. That kind of visibility is valuable in its own right — and if handled well, it can turn into something even more powerful.

In fact, Google has made it clear that both links and mentions can influence how your site is perceived. As Gary Illyes from Google once pointed out, unlinked brand mentions can still contribute to your site’s E-E-A-T signals — helping establish your expertise, authority, and trustworthiness even without a hyperlink.

Would we still prefer the link? Absolutely. But a strong mention on a high-authority site is far better than nothing at all.

That’s why actively monitoring your brand mentions should be part of your off-page SEO routine. It helps you:

You can start with Google Alerts for basic coverage. But if you want to track mentions across news sites, blogs, forums, and social platforms with sentiment analysis and domain filtering, a dedicated tool like Awario is a better fit.

Download LinkAssistant

When you spot a high-quality unlinked mention, reach out. Most content creators are happy to add a link if it helps their readers. And if they’ve already linked to you? Don’t just say thanks — start a conversation. That one link might be the first step toward a valuable long-term relationship, partnership, or feature.

In the world of off-page SEO, mentions are signals — and signals build momentum.

14. Implement digital PR (press releases, journalist outreach)

Digital PR takes traditional public relations and gives it an SEO edge — by focusing not just on publicity, but on earning authoritative backlinks from high-credibility sources.

The idea is simple: get your brand, research, or story featured on respected websites, news outlets, or blogs. The outcome? You build awareness, gain trust, and collect high-value backlinks that search engines love.

Digital PR is a must in the age of AI-driven SERPs. Google loves and trusts A-tier media outlets the most. Your job is to secure consistent coverage in top-tier publications to reach a winning density of mentions compared to your competitors.

At DO, we primarily use Qwoted, as it’s a great way to get featured in national-level media outlets like USA Today, BBC, Forbes, Daily Mail, HuffPost, Yahoo, Business Insider, and more. Beyond Qwoted, there are niche-specific platforms like TravelMedia for the travel industry. That’s where we land placements for our clients in National Geographic, AARP, Lonely Planet, The Independent, and others.

Alexandra Tachalova, Founder at Digital Olympus

Here’s how to get started:

Done right, a single digital PR win can land you on a top-tier site and bring dozens of secondary links from bloggers, news aggregators, and newsletter curators who pick up the story.

This kind of visibility isn’t just good for rankings — it builds long-term brand equity.

15. Track performance with tools like GSC and SEO PowerSuite

You’ve put in the work — now it’s time to measure what’s actually moving the needle.

Off-page SEO doesn’t produce overnight results, but over time, the right signals should lead to higher rankings, stronger authority, and better organic traffic. To stay on track, you need to monitor those trends closely.

Start with Google Search Console (GSC) — it gives you visibility into:

But GSC doesn’t show everything — and that’s where SEO PowerSuite steps in.

Use SEO SpyGlass to track new and lost backlinks, assess their quality, and spot sudden spikes or drops. You’ll get insights GSC misses, including penalty risk, InLink Rank, and domain comparison tools.

Download SEO SpyGlass

In Rank Tracker, you can monitor how your keyword positions change over time — and correlate gains or dips with your off-page efforts. Built backlinks last month? See if rankings follow this month.

Download Rank Tracker

And if you’re running outreach, LinkAssistant helps you stay organized, track responses, and measure which campaigns are delivering real results.

Bottom line: if you’re not tracking, you’re guessing. Use the data to double down on what’s working and fine-tune the rest.

Common off-page SEO mistakes (and how to avoid them)

Off-page SEO is powerful — but only when done right. The wrong tactics can do more harm than good, especially when they trigger penalties or undermine your site’s credibility. Here are some of the most common pitfalls (and how to avoid them):

Buying backlinks blindly

We’ve all seen the offers: “100 backlinks for $10.” Tempting? Sure. Safe? Absolutely not.

Cheap, mass-purchased links often come from spammy, irrelevant sites. Google’s algorithms (and manual reviewers) are great at spotting unnatural link patterns — and penalties can be brutal.

Do this instead: Focus on quality over quantity. Use SEO SpyGlass to vet the domain authority and link health of any referring site. One link from a respected source beats a hundred from junk directories.

Chasing quantity over quality

Too many SEOs still think more links = better rankings. In reality, a few high-quality, niche-relevant backlinks can do more than hundreds of weak ones — especially if those weak ones dilute your anchor profile or trigger red flags.

Avoid link bloat. Prioritize contextual links from reputable, topic-relevant sources.

Ignoring brand mentions

Every time someone mentions your brand without linking to you, it’s a missed opportunity — and they happen more often than you think.

Fix it: Set up brand monitoring using tools like Awario or Google Alerts. Follow up on unlinked mentions and politely ask for a backlink where it makes sense.

Neglecting local citations and reviews

For businesses with any local presence, ignoring local SEO is like leaving money on the table. Inconsistent NAP data, poor reviews, or missing directory listings can quietly tank your visibility in local search.

Be proactive: Audit your listings, encourage happy customers to leave reviews, and respond to feedback — especially on platforms like Google, Yelp, and industry-specific directories.

Not tracking results

If you’re not tracking what you’re doing, you’re flying blind. Off-page SEO is a long game — without performance data, it’s impossible to know what’s working and what’s not.

Use the tools: Between GSC, SEO SpyGlass, and Rank Tracker, you have everything you need to monitor backlinks, traffic, rankings, and trends.

Conclusion

Off-page SEO isn’t about hacks or shortcuts — it’s about building real-world credibility that search engines can recognize and reward. From backlinks and brand mentions to citations, reviews, and PR — every tactic you apply strengthens your site’s authority in the eyes of both users and Google.

If you want sustainable rankings in 2025, this checklist isn’t optional — it’s essential. These 15 steps give you a clear path to grow your site’s reputation over time, with tools like SEO PowerSuite helping you scale the process and track your results with confidence.

Just remember: consistency beats intensity. Revisit your off-page SEO quarterly. Keep building relationships, publishing link-worthy content, and monitoring your site’s performance.

Most importantly, focus on earning trust — not just from Google, but from the people you’re trying to reach.

Because when others start talking about your brand for you, that’s when SEO really starts to work.