In more detail
SEO work is often split into three areas. Technical SEO makes sure search engines can crawl and index your site. On-page SEO makes each page relevant and useful. Off-page SEO deals with your reputation elsewhere on the web.
Common off-page activities include:
- Link building and digital PR: earning backlinks from relevant, respected sites
- Brand mentions: being discussed in news, industry publications, podcasts and forums, with or without a link
- Reviews: on Google Business Profile and other relevant platforms
- Local citations: consistent business listings in reputable directories and local organisations
- Partnerships and community activity: associations, sponsorships, events and supplier relationships
Links remain an important off-page signal. Google's explanation of how Search works describes using links to discover pages, and its spam policies devote significant space to link manipulation, a sign of how much links matter.
For AI-driven search, a broad, credible reputation (being cited by trusted sources) may matter as much as individual links.
Why it matters when hiring an agency
Off-page work is the hardest part of SEO to judge and the easiest to fake. Proposals that promise a fixed number of links per month at a fixed price often rely on paid or low-quality links.
Ask how an agency earns links and mentions, for examples from recent clients, and how it reports results. A good report shows each link or mention, where it came from and why it's relevant, not just a count. Check your starting point with our Page Authority Checker so you can compare later.