Search Engine Optimization is important, but being found online goes beyond whether your website is optimized.
Let's discuss expanding your digital presence beyond your own website. Building your reputation and authority outside of your website is where off-page SEO comes into play, and it's vital for attracting high-value local clients. Here are some powerful off-page SEO tactics that can significantly assist your business’ marketing.
Think of on-page SEO as making sure your own house is in order. Alternatively, off-page SEO is like building strong relationships and a stellar reputation within your neighborhood and city. It tells search engines like Google that others trust and value your expertise, boosting your credibility and, consequently, your rankings.
1. Become a Pillar of the Local Business Community: Join the Chamber of Commerce
This might seem old-school, but the local Chamber of Commerce is often a hub of business activity and a trusted resource. Some chambers might be more active than others, and some might be cliquey, but a success-focused business should always join them, nonetheless.
- Why it Works: Joining typically gets you a listing in their online directory. This isn't just any link; it's a geographically relevant, high-authority backlink that signals to search engines you're a legitimate, active local business. It builds local trust, both online and off.
- Action Steps: Join your local Chamber of Commerce. Crucially, ensure your directory listing is complete and accurate (your NAP: Name, Address, Phone Number is one place where consistency is key!), and links back to your website. Attend meetings and events to network (more on that later!). Additionally, you can offer workshops, educate business owners and their staff, and provide other valuable information to the chamber and its members. Word of mouth is still a thing, and if you are able to solidify yourself as a tech expert by putting in the time, you’ll build a lot of trust with other business owners in your community.
2. Invest in the Future (and Gain Powerful Links): The .Edu Scholarship Strategy
Want a backlink that carries serious authority in Google's eyes? Links from .edu domains (those representing colleges and universities) are highly valued.
- Why it Works: Educational institutions are seen as authoritative sources. By offering a modest scholarship—perhaps for a local student pursuing IT, cybersecurity, or computer science—you can often get a dedicated page or mention on the university's financial aid or department website, complete with a link back to your MSP's site. This positions your company as community-minded and invested in nurturing future tech talent—talent you might even want to hire someday! Additionally, the .edu backlink is worth a significant amount compared to most other domains.
- Action Steps: Identify local colleges or universities with relevant programs. Reach out to their financial aid or specific department (e.g., Computer Science) offices to propose a branded scholarship. Define the criteria and funding, and work with them to get it listed online. You don’t necessarily need to pay a student’s entire tuition; every little bit helps.
3. Sponsor, Network, and Connect: From Handshakes to Hyperlinks
Real-world visibility can translate directly into online authority. Sponsoring local events or actively participating in business organizations puts your brand in front of potential clients and partners.
- Why it Works: Sponsorship often comes with online perks—your logo and link on the event website, mentions in email newsletters, or social media shoutouts. More importantly, offline networking fosters genuine relationships. A business owner you connect with at a sponsored charity golf tournament might later mention your services in a local business group online, link to your site from their blog, or recommend you directly. These organic mentions and potential links are SEO gold.
- Action Steps: Identify relevant local events (business expos, tech meetups, charity functions) or organizations to sponsor or join. Focus on opportunities where your target clients are likely to be. Don't just put your name on something; actively participate and build genuine connections.
4. Make Your News Newsworthy: The Power of Press Releases
When your MSP achieves a milestone—launching a new cutting-edge cybersecurity service, expanding your team, winning an award, or partnering with a major vendor—shout it from the digital rooftops!
- Why it Works: A well-written press release distributed through reputable channels can get picked up by local news outlets, industry blogs, or tech news sites. Many of these publications will include a link back to your website in their coverage. These earned media links demonstrate relevance and authority to search engines, enhancing your visibility and credibility. It frames your company as dynamic and successful.
- Action Steps: Draft compelling press releases for genuine news. Focus on the "why it matters" angle for the reader. Use online press release distribution services (some free, some paid) that target relevant local and industry media. Include a link to your website naturally within the release. Sites you can use to submit your press release include PRWeb, PRNewswire, Businesswire, and PR.com. Then, share it with your chamber, local news (most local news sites will have a link or email), and any peer groups that might be interested in sharing the news.
5. Share Your Expertise: Guest Blogging with Other Businesses
Becoming a guest author on other reputable websites is a fantastic way to reach a new audience and gain high-quality backlinks.
- Why it Works: When you contribute valuable content to another site—perhaps a local business journal's blog, a non-competing technology site, or even the blog of a complementary service provider (like an accounting firm or marketing agency serving SMBs)—you gain exposure to their audience. Critically, you'll almost always get an author bio with a link back to your MSP's website. This signals to search engines that other authorities in your space trust your insights. It's digital word-of-mouth marketing, powered by expertise.
- Action Steps: Identify websites or publications whose audience overlaps with your ideal clients. Pitch relevant, non-promotional article ideas that showcase your expertise (e.g., "5 Common Finance Mistakes Small Businesses Make," "Is Your Business Ready for the Latest Compliance Regulations?"). Focus on providing genuine value, and the backlink will follow naturally. If you are guest blogging with another business, be sure to let them publish something on your site and work together to promote the posts on social media and via email.
6. Cement Your Local Presence: Master Local Citations & Directories
Beyond the Chamber of Commerce, numerous online directories list local businesses. Ensuring your business is listed accurately and consistently across these platforms is crucial for achieving local SEO success.
- Why it Works: Search engines cross-reference information across the web to verify your business' existence, location, and legitimacy. Consistent NAP (Name, Address, Phone Number) information across directories, such as Yelp, the Better Business Bureau (BBB), industry-specific sites (e.g., Clutch, TechBehemoths), and even hyper-local blogs, acts as a trust signal. Inconsistencies can confuse search engines and harm your local rankings. Think of it like ensuring your business has the same correct address listed in every phone book and map service—but for the digital age.
- Action Steps: Utilize tools (such as Moz Local, BrightLocal, or Semrush's Listing Management) or conduct manual searches to identify where your business is listed. Claim and update existing listings to ensure absolute NAP consistency. Submit your business to relevant, high-quality directories where it is not yet listed. Don't forget to keep your Google Business Profile meticulously updated.
7. Give Back and Build Karma: Sponsor Events
Sponsoring events and good causes helps get your logo out there, plus it feels good.
For our business, we basically refer to this as “Pets, Vets, and Kids.” If there’s a good cause we can support, we will consider it, primarily if it benefits pets, veterans, and/or children. No, these three demographics aren’t our ideal clients, but they still help us get noticed by the right people over time. Plus, they’re just good causes to support.
- Why it Works: Yes, it gets your logo out there, but it also opens up opportunities to gain links from websites and social media, which tends to help build authority on search engines.
- Action Steps: Get out there! Donate time and money to local events and charities. Offer the occasional free project to a local animal shelter, school, or non-profit organization. This is a huge opportunity to build a strong press release, case study, and encourage good links back to your website.
Off-page SEO isn't about finding loopholes; it's a sustained effort in building your business’ reputation, authority, and connections across the digital landscape. By actively engaging with your local community, sharing your expertise, ensuring your business information is consistent, amplifying your successes, and leveraging the positive feedback of your clients, you create a powerful web of trust signals.
Google treats all searches as local, so it’s critical that you develop your reputation as a reliable local presence.
These off-page activities, combined with a technically sound and user-friendly website (your on-page SEO), form a comprehensive strategy. It tells search engines and potential clients that your business is not just knowledgeable and capable, but also trusted, respected, and deeply integrated within the business ecosystem. This holistic approach is key to driving sustained visibility, attracting high-quality leads, and achieving long-term growth.
Now, go forth and build those vital connections and amplify your authority!
