A strong online presence requires more than just a well-optimised website.
Off-page SEO is about building credibility, trust, and visibility away from your own site. Whether it’s through social media, local directories, or backlinks from reputable sources, these external factors help search engines understand the value of your business and make it easier for potential clients to find you.
And that means more leads, jobs, and money in the bank.
In this guide, we’ll cover essential off-page SEO strategies designed specifically for tradespeople. From earning quality backlinks to leveraging customer reviews, we’ll explore practical steps to enhance your online reputation and boost your rankings. Whether you're starting from scratch or looking to strengthen your efforts, these tips will help you grow your trade business online.
Let’s get to it!
Off-Page SEO: The External Powerhouse
Off-page SEO is everything you do outside of your website to improve its ranking and build its credibility.
While on-page SEO focuses on the elements you can control on your site, off-page SEO is about influencing how others view your business online. Think of it as building your reputation—just like word-of-mouth recommendations for your trade business, off-page SEO helps search engines and potential clients see you as a trusted authority in your industry.
For tradespeople, off-page SEO involves things like earning quality backlinks from other websites, getting positive customer reviews, and being mentioned in local directories or industry blogs. All of these actions signal to search engines that your business is respected and valued, which can help boost your rankings in search results.
Simply put, off-page SEO is about making sure your business is not only easy to find but also trusted by search engines and customers alike.
When done right, it helps you stand out in a competitive market and attract more clients.
Why Backlinks Are Your Site’s Best Friends
Backlinks are one of the most powerful factors in off-page SEO.
A backlink is when another website links to yours. Simple as that. Think of it as a vote of confidence—when a reputable site links to your business, it tells search engines that your website is trustworthy and worth visiting.
The more high-quality backlinks you earn, the more authority your website gains in the eyes of search engines like Google.
Quality Over Quantity
Not all backlinks are created equal, though.
It’s much better to have a few high-quality backlinks from relevant, trusted sites than hundreds of links from low-quality or unrelated sites.
For example, a link from a well-respected trade directory like Checkatrade is far more valuable than a link from a random blog on an unrelated topic. Search engines pay close attention to where your backlinks come from, so focus on earning links from websites that are relevant to your industry and location.
Below are a few places to begin the backlink-building battle:
Simple Ways to Build Backlinks
- Local Directories: Get listed on trusted directories like Yell, Checkatrade, or Houzz. These sites not only provide useful backlinks but also help potential customers find your business.
- Industry Partnerships: If you work with other tradespeople or local businesses, consider asking them to link to your site in exchange for a link to theirs. This creates a win-win situation where both of you benefit.
- Guest Posting: Offer to write a blog post or article for a relevant website in your industry. In return, you can include a link back to your own site, building your authority and reaching a new audience.
Why Backlinks Matter
Backlinks play a key role in how search engines like Google and Bing determine your site’s authority and trustworthiness.
The more quality backlinks you have, the higher your chances of ranking well in search results. They act as endorsements from other websites, signalling that your business is respected and recommended by others.
When you focus on building quality backlinks, you not only boost your SEO but also strengthen your online reputation. It’s one of the most effective ways to grow your business’s visibility and attract more clients.
Let the Reviews Speak, and SEO Will Follow
For tradespeople, customer reviews are one of the most powerful forms of social proof.
When potential clients see positive reviews and recommendations from others, they’re more likely to trust your business. In the world of off-page SEO, these reviews and other social signals can also play a big part in how search engines rank your site.
Too many tradesmen and women overlook online reviews. Don’t be one of them.
Why Reviews Matter for SEO
Customer reviews on platforms like Google, Trustpilot, or Checkatrade don’t just build trust with potential clients—they also send signals to search engines that your business is active, reputable, and delivering value.
Google, in particular, pays attention to reviews when determining local rankings. The more positive, high-quality reviews you have, the more likely you are to rank higher in search results.
Encouraging Happy Clients to Leave Reviews
If you’ve done a great job for a client, don’t be shy about asking them to leave a review.
Most people are happy to share their experiences if you make it easy for them. Send a follow-up email with a link to your Google Business Profile or another review platform, and politely ask them to leave feedback.
This simple action can help you build a strong collection of reviews that boost both your reputation and your SEO.
[win-win.gif]
Social Signals: More Than Just Likes and Shares
While reviews are critical, don’t underestimate the power of social media engagement. Likes, shares, and comments on platforms like Facebook or Instagram show that people are interacting with your business.
Although these actions don’t directly impact your search rankings, they do contribute to your overall online visibility and can drive more traffic to your website.
Turning Reviews into SEO Gold
Make the most of your positive reviews by showcasing them on your website.
Adding a review section or embedding testimonials on key pages not only builds trust but also gives search engines more content to crawl. If you regularly update your site with fresh reviews, it signals that your business is active, which can improve your SEO performance over time.
You should also be sharing them on your socials, too.
Citations: Stamp Your Name Across the Web
Being listed in online directories is one of the easiest and most effective ways to improve your off-page SEO.
These directories serve as digital listings for your business, making it easier for potential clients to find you and for search engines to verify that your business is legitimate.
For tradespeople, getting your business listed in local and industry-specific directories can significantly boost your visibility.
What are Citations?
A citation is any mention of your business’s key information—such as name, address, and phone number (NAP)—on other websites.
These citations don’t always include a backlink, but they still play an important role in local SEO. When search engines see consistent NAP information across multiple reputable directories, it reinforces the legitimacy of your business and helps improve your ranking in local search results.
Getting Listed in Relevant Directories
- Local Directories: Start with well-known local directories like Yell, Thomson Local, or your local chamber of commerce website. These are highly trusted by search engines and can give your business a boost in local rankings.
- Industry-Specific Directories: For tradespeople, directories like Checkatrade, Rated People, or Houzz are essential. These sites are popular with potential clients, and getting listed here can drive both traffic and credibility to your website.
- Google Business Profile: Make sure your Google Business Profile is fully optimised and up to date. This is arguably the most important listing for local businesses and plays a direct role in how well you rank in Google’s local search results.
Consistency is Key
When it comes to citations, consistency is critical.
Make sure your NAP information is identical across all directories—any discrepancies can confuse search engines and harm your rankings. If your phone number, address, or business name changes, be sure to update it everywhere online, from your website to every directory where you’re listed.
The Benefits of Citations
Citations not only improve your chances of showing up in local search results but also help build trust with potential clients.
Seeing your business listed in multiple reputable directories gives customers confidence that your business is established and trustworthy. It’s a simple yet effective way to strengthen both your online presence and SEO.
This off-page SEO strategy is a must for tradespeople looking to boost their visibility. Check out our ultimate guide to SEO for tradesmen for more ways to increase the Google-love your site gets.
Stronger Connections, Higher Rankings
Building strong relationships with others in your industry can have a powerful impact on your off-page SEO. When you collaborate with other businesses, tradespeople, or influencers, you open the door to new opportunities for backlinks, referrals, and increased visibility.
For tradespeople, networking within the local or trade-specific community can boost both your credibility and your search rankings.
Guest Posting and Collaborations
One effective way to build relationships is through guest posting or content collaborations.
Offer to write a blog post or provide expert insight for a local business’s website or industry blog. In return, you can include a backlink to your site, which helps boost your SEO. You can also collaborate with businesses in complementary trades—such as an electrician partnering with a builder—by sharing content, cross-promoting services, or referring clients.
- Example: If you’re a plumber, you might team up with a local tiler to write an article on best practices for bathroom renovations, with each of you sharing a link to the other’s website.
Partnering with Local Businesses
Building relationships with other local businesses—whether within your trade or not—can lead to valuable backlinks and more local visibility. Reach out to businesses you’ve worked with before and explore cross-promotional opportunities.
For instance, you could create a 'trusted local partners' section on your website, where you link to other tradespeople or businesses, and in return, they do the same for you.
Networking with Influencers or Industry Experts
Connecting with industry influencers or well-known figures in your trade can also enhance your off-page SEO.
Whether it’s through social media interactions, webinars, or attending local trade events, these relationships can lead to mentions or backlinks from highly regarded sources.
Getting a recommendation or mention from someone respected in your field not only boosts your credibility but also strengthens your online presence.
Earning Backlinks Through Partnerships
When you build genuine relationships with other businesses or professionals, backlinks tend to happen naturally. These partnerships increase the likelihood that others will mention your business on their website, boosting your SEO.
And since the links are coming from relevant and reputable sites, they carry more weight in search engine rankings.
Building relationships within your industry goes beyond networking for its own sake—you’re creating meaningful partnerships that can elevate your business online. By collaborating with others, you can earn high-quality backlinks, grow your reputation, and expand your reach in your local community or trade network.
It’s a win-win for both your business and your off-page SEO.
🚨 A quick word of warning before we move on to the next section: don’t overdo reciprocal links (where your site and another site knowingly exchange links both ways).
If your link-building efforts revolve solely around this type of link-for-link exchange, Google will send up the red flag and you may end up negatively impacting your site’s SEO.
Keep your links varied, people!
Engage on Social, Excel on Search
Social media engagement is an essential aspect of off-page SEO.
While it will not directly impact your search engine rankings, using platforms like Facebook, Instagram, and LinkedIn can increase brand awareness, drive traffic to your website, and ultimately improve your overall online presence.
For tradespeople, social media is a great way to showcase your work, connect with potential clients, and engage with your local community.
Make use of it!
Using Social Media to Build Your Online Presence
Social media gives you a platform to share your services, projects, and expertise in a way that’s engaging and approachable. By regularly posting updates, sharing helpful tips, and interacting with followers, you keep your business top-of-mind for potential clients.
A solid way to get noticed on social is to post short videos explaining common problems or solutions in your trade. These can really help attract attention while positioning you as an expert in your field.
- Example for plumbers: Share a quick tip about fixing a leaky tap or showcase a before-and-after shot of a recent plumbing job (with permission). These posts demonstrate your expertise and show potential clients the quality of your work.
Driving Traffic Back to Your Website
Every post, comment, or share on social media is an opportunity to drive traffic back to your website.
Include links to your site in your social media profiles and posts to guide followers back to your service pages, blogs, or contact form. As we’ve already found out, social media engagement will not directly affect your search rankings. However, the more traffic you generate, the more search engines see your site as valuable and relevant.
- Tip: Include clear calls-to-action in your posts, such as 'Visit our website for more info' or 'Check out our latest blog on home electrical safety'.
Building Brand Awareness
Social media allows you to showcase your brand personality and connect with your audience on a more personal level.
Whether you’re sharing updates about your latest projects, behind-the-scenes looks at your team, or tips to help homeowners with common issues, social media helps you engage with both current and potential clients.
This increased brand awareness can lead to more website visits, referrals, and even backlinks from people who’ve seen and shared your content.
Engaging with Your Community
Social media is not just about broadcasting your services; it’s about engagement.
By actively participating in conversations, responding to comments, and sharing local news or events, you show that you’re an involved member of your community. Engaging with other local businesses, clients, and even influencers can build relationships that benefit both your business and your off-page SEO.
Social Shares and SEO
While social media shares don’t directly impact your search rankings, they do increase the visibility of your content.
The more people who share your posts, the greater the chances of your content being seen by a wider audience. This could lead to new backlinks, increased website traffic, and a stronger overall online presence, which all support your SEO goals.
Even Without Links, Mentions Matter
Brand mentions and unlinked citations are often overlooked in off-page SEO, but they can play a significant role in building your business’s credibility and online presence.
Even if your business is mentioned without a direct link, these citations still help search engines recognise your authority in the industry.
For tradesmen, getting your name out there—whether through reviews, articles, or social media mentions—can increase both trust and visibility.
What Are Brand Mentions?
A brand mention is when someone talks about your business online, whether it’s in a blog, review, social media post, or industry article.
These mentions don’t always include a backlink, but they still send valuable signals to search engines that your business is being talked about. Google views brand mentions as a form of social proof, and while they might not have the same SEO impact as a backlink, they help establish your business’s reputation.
- Example: If a local blogger writes about their experience working with your plumbing business but doesn’t include a link, the mention itself still counts as recognition in the eyes of search engines.
Unlinked Citations and Their Value
Unlinked citations refer to mentions of your business without a direct hyperlink to your website. These can come from directory listings, customer reviews, or articles that reference your business but don’t provide a clickable link.
While unlinked citations don’t pass the same SEO juice as backlinks, they still help search engines connect your business to relevant searches and keywords, particularly in local SEO.
How to Turn Mentions into Backlinks
One of the best ways to leverage brand mentions is to turn them into backlinks.
If someone mentions your business but hasn’t linked to your website, reach out and politely ask them to add a link. This simple step can turn an unlinked citation into a valuable SEO asset.
Be sure to explain how adding the link can benefit their audience by making it easier to find your business or the service they’ve mentioned.
- Pro Tip: Use tools like Google Alerts or Mention to track when your business is mentioned online. These tools notify you when someone talks about your brand, making it easy to follow up and request a backlink.
Why Brand Mentions Matter for SEO
Brand mentions and unlinked citations contribute to your overall online footprint.
When search engines see your business being mentioned across various platforms, they take it as a sign of trustworthiness. Over time, these mentions build up your business’s credibility, which can indirectly boost your rankings.
Maximising Your Mentions
Encourage satisfied clients and partners to mention your business online.
It doesn’t matter if it’s through blog posts, social media shoutouts, or reviews, the more your name is out there, the better. These mentions not only reinforce your reputation with potential clients but also add to your off-page SEO efforts.
Steer Clear of SEO Shenanigans
When you're trying to boost your website’s ranking quickly, it can be tempting to look for shortcuts.
Black hat SEO tactics—like buying backlinks, using link farms, or stuffing your content with irrelevant keywords—can seem like a fast way to climb the rankings. After all, who doesn’t want quick results?
But here’s the truth: while these methods might give you a temporary boost, they rarely bring lasting success and can actually do more harm than good.
The Temptation of Quick Wins
It’s understandable. As a tradesperson running a busy business, you might feel like you don’t have time to wait for slow, organic results.
Black hat tactics promise immediate payoffs and require less effort upfront. There is, however, a catch: search engines like Google are getting smarter every day, and they’re quick to spot—and punish—any dodgy practices.
These penalties can seriously damage your website’s rankings, or worse, get you completely removed from search results.
Why Black Hat Tactics Don’t Work Long Term
Black hat tactics focus on manipulating search engines rather than creating real value for users.
Techniques like keyword stuffing or purchasing backlinks from low-quality sources might trick the system for a while, but search engines are built to reward genuine, valuable content.
When they detect manipulative tactics, your website can face harsh penalties, undoing any progress you’ve made and making it harder to rank in the future.
- Example: Buying backlinks from a link farm might boost your site for a short time, but when Google identifies those links as spammy or irrelevant, your site could drop drastically in the rankings.
The Safer, Smarter Route
The truth is, there’s no real shortcut to sustainable SEO success. It can be a long, hard slog to get results.
The best approach, though, is to focus on building trust and providing value to your potential clients. That means earning quality backlinks from reputable sources, creating helpful and informative content, and optimising your site with best practices in mind.
It might take a bit longer, but these efforts lead to real, long-term results that won’t disappear overnight.
- Pro Tip: Focus on ethical, 'white hat' SEO strategies like creating high-quality content, earning backlinks naturally, and engaging with your audience on social media. These techniques may take longer, but they build trust and authority over time, keeping you on the right side of search engines.
The Risks of Cutting Corners
Engaging in black hat SEO tactics is like taking shortcuts on a job site—sure, it might seem quicker, but the long-term costs far outweigh the temporary gains.
You might face penalties, lose rankings, or even see your site blacklisted from search engines altogether. And once that happens, rebuilding your reputation can be difficult and time-consuming.
If you stick to ethical, proven SEO methods, you’ll lay the foundation for sustained success.
Avoid the temptation of black hat tactics. We all, deep down, know that taking the easy route rarely pays off in the end.
Instead, focus on strategies that build trust, provide value, and deliver long-lasting results. You’ll thank yourself later.
Final Thoughts: Building Trust and Authority with Off-Page SEO
Off-page SEO is all about building trust and authority for your business beyond the confines of your website.
Whether it’s earning quality backlinks, gathering positive customer reviews, or engaging with your local community on social media, these efforts help establish your business as a credible, reliable player in your field.
For trade businesses, trust is everything—and off-page SEO gives you the tools to show potential clients and search engines alike that your business can be counted on.
The key is to approach off-page SEO with a long-term mindset. While quick fixes like black hat tactics might seem tempting, genuine results come from consistently focusing on quality and value. Building relationships, earning trust, and growing your online presence take time, but the payoff is sustainable growth that can keep your business thriving.
By making off-page SEO a priority, you’re not just improving your rankings—you’re creating a solid reputation that attracts more clients and builds loyalty.
If you’re ready to take your SEO to the next level but don’t have the time to tackle all this yourself, reach out today to find out how we can help you strengthen your online presence and take your trade business to new heights.