Key takeaways
- Off-page SEO covers all measures outside your own website, above all mentions and links on other sites.
- What matters is the quality of the linking source, not the number of links.
- Typical measures are unlinked mentions, industry directories, guest articles, linkable assets and digital PR.
- AI systems often cite third-party sources. Which ones they are in your industry can be measured and targeted.
- According to Google, inauthentic mentions help less than often claimed. We only rely on genuine mentions.
What off-page SEO is
Off-page SEO covers all search engine optimisation measures that take place outside your website. The main goal is mentions and links on other sites. Search engines see them as a sign of authority and trustworthiness: if content is worth a mention to others, it is probably relevant.
Off-page SEO only works together with good on-page optimisation, i.e. strong content and clean technology on your own website. That is why it is part of ongoing support for us, not an isolated link package.
Why the quality of the source matters
Collecting as many links as possible sounds tempting but is not advisable. An example: you want to buy a television and ask ten people. Eight recommend model A, two recommend model B. Then you learn that those two are TV technology experts and the other eight have little idea. You are more likely to buy model B.
Search engines evaluate links by the same principle: a mention on a trustworthy specialist site weighs more than many links from arbitrary sites. In its guide to AI features, Google also writes that collecting inauthentic mentions helps less than it seems.
Which measures are available
- Unlinked mentions
- Your company is already mentioned but not linked. We find these places and ask the site owners for a link. Usually the first and fastest measure.
- Directories and profiles
- Entries in relevant industry directories and review portals with consistent company data.
- Guest articles
- Expert articles on industry portals and online magazines that showcase your expertise.
- Linkable assets
- Content that others like to refer to, such as studies, calculators, checklists or high-quality images.
- Digital PR
- Topics and material for journalists and editorial teams. For RIO Regalsystem, for example, we provided high-quality shelf photos to editors and built mentions and links this way.
Why third-party sources matter for AI answers
AI systems do not base their answers on manufacturer websites alone. In many industries, comparison portals, specialist articles, review platforms and guides from other providers appear as sources. Companies that do not appear there are often not mentioned in the answer, even if their own website is strong.
We measure which sources are cited in your industry using a fixed set of customer questions in prompt tracking. This results in a concrete list of portals and media where a mention makes the biggest difference for you.
How we work together
An off-page strategy only works if it fits your case. That is why we first clarify:
- How present is your website in search engines and AI answers today?
- What characterises your industry, and which sources carry weight there?
- What problems, wishes and interests does your target group have?
- What budget do you want to spend on off-page measures?
The potential analysis usually provides the answers. We then summarise our recommendations clearly.
Katharina is responsible for strategy, content and link building at Tokato Media. Together with Tom Gleitsmann she supports companies ranging from regional SMEs to online shops with an international audience.
More about the team