Off-Page SEO: How to Build Authority, Backlinks and Trust in 2026

In this guide, you’ll learn how to earn quality backlinks, strengthen E-E-A-T (don’t worry, we will explain this further), turn content into authority, and measure what actually moves the needle in 2026.

A 2024 Search Engine Journal study found that pages ranking in Google’s top three positions had 3.8× more backlinks than those ranking 6–10.

That’s because Google relies heavily on the signals from outside your site to judge its authority and trust.

When considering whether you should use AI to write website content, remember that human editing brings empathy, humour, and clarity. Using AI alone often results in the text lacking real warmth or specific brand alignment.

• On-page SEO: Content, keywords, headings, and site structure (see our What Is SEO? article here)
• Off-page SEO: Everything external – links, mentions, social activity, reviews
• Technical SEO: Behind-the-scenes factors like site speed, indexing, and security (see our Complete Guide To Technical SEO here)

Google’s Quality Rater Guidelines (2024) instruct raters to “find out what real users and independent experts say about a website to understand its reputation.”

That means your digital footprint across blogs, podcasts, directories, and social platforms- directly influences how trustworthy you appear to search engines.

Did you know that you don’t always need a link to benefit?! Unlinked brand mentions still signal that your name is being talked about by others. So if your business name appears on reviews, articles, or is just being ‘highlighted’ on sites with high domain authority, then you are doing the right thing.

As Google analyst Gary Illyes confirmed, “E-E-A-T is largely based on links and mentions on authoritative sites.”

BrightLocal’s Local Consumer Review Survey (2024) found that 87% of consumers read online reviews and 72% say positive reviews increase trust. This is clear proof that a business’s reputation drives decision-making.

Reviews are just one part of the whole picture. Your website’s trust profile also takes into account the contributions made by awards, accreditations, and professional recognition. Industry certifications, local business awards, and media attention all provide trusted third-party endorsements that signal your business is both respected and accountable.

Google has published ‘Quality Rater Guidelines’ that mention that the external recognition (such as awards and expert endorsements) is a solid indicator of your business’s Experience, Expertise, Authority, and Trustworthiness (E-E-A-T). For more on E-E-A-T (and working with AI), please see our article on Should You Use AI to Write Content?

Backlinks, also known as inbound links, are clickable hyperlinks from one website to another. When another website links to your business, it is essentially a digital ‘vote of confidence’. This then signals to search engines that the content on your website is credible, relevant, and also worth sharing.

The more authoritative the website is that is linking to yours, the more weight (with search engines) that backlink carries. You can think of these backlinks as online recommendations. If sites that Google considers to have high domain authority (DA) link to yours, then Google assumes you are also a trustworthy source.

• Authoritative: from a site with a strong reputation.
• Relevant: closely related to your topic/industry.
• Well placed: in-content links beat footer/sidebar links.
• Natural anchors: mix branded, partial-match, and generic to avoid patterns.
• Visible: naturally included within helpful content.

You can ethically ‘spy’ on your competitors using SEO tools such as Ahrefs or Semrush. These tools will allow you to see where they are getting their backlinks from, and you can then target similar opportunities.

Submit your content to curated resource pages that list useful tools, articles, or businesses.

Resource pages that list helpful tools, articles, or trusted businesses within your industry can be really helpful to your off-page SEO. These pages are often maintained by bloggers, organisations, or community websites looking to showcase genuinely valuable resources.

Thoughtfully submit your content or website to be curated. Being featured here not only earns you a relevant backlink but also puts your brand in front of audiences already interested in your niche. This is a really simple yet effective method of building both visibility and credibility.

Simply having something interesting to say can sometimes create the best backlinks. For example, you find a really useful insight (be it shopping habits, wedding trends, or marketing statistics- basically something relevant to your niche).

From there you turn it into an interesting, short, visually appealing report. Journalists and bloggers, and industry writers love real details from fresh content that they can quote.

We’ve seen firsthand how SMEs can achieve national exposure using this method. A well-timed survey, data story, or evidence-based insight can earn much more coverage and exposure than traditional outreach can provide.

Performed correctly, this isn’t just SEO; it’s more akin to intelligent storytelling, positioning your brand as an authority voice in your field.

Look out for broken links on a website relevant to your industry. Trust us, they pop up more than you’d think. When you discover one, reach out to the author and suggest your relevant content as a replacement. It’s a win-win: they get to fix their content, and you earn a valuable backlink.

Essentially, you tidy up their website and are rewarded for doing so. Helpful gestures like this can also help you quietly build strong, long-term relationships (and the authority that comes with it) online.

Partner with brands that share your audience but don’t compete directly with your business.

Start by checking your existing network, local directories, or LinkedIn. Engage with their posts first, then pitch a simple idea with mutual interest (like a joint blog, infographic, or event). Keep it win-win and focus on value for both audiences.

We’ve recently seen a floral craft company team up with a longer-established local craft company with international reach. The result – a massive increase not only in social media follows but a bonus rankings boost for some competitive keywords.

Once you’ve spotted the perfect backlink opportunities, the next step is reaching out. That can be the step in the process that many people get wrong.

Outreach doesn’t need to be ‘salesy’ or overcomplicated; it’s really about starting a genuine conversation and showing why your content adds value. A clear, friendly message often gets far better results than a long, pushy pitch.

Here’s a simple structure that works:

• Subject: short + specific (“Quick fix for your broken link on [page]”)
• Hook: one-line relevance (“Loved your [post] on [topic]…”)
• Value: what you found + your better resource (no pressure)
• CTA: soft ask (“If helpful, happy for you to use it — no worries if not.”)

Once you’ve mastered outreach and link-building tactics, the next step is creating content that attracts links on its own.

This is where off-page SEO meets content marketing – turning your ideas, case studies, and resources into “off-page assets” that others naturally want to reference and share.

Produce timely, unique, and relevant resources on your website that people will want to reference. Consider creating easy-to-share data displays, insights, and, of course, your expert opinion.

Turn a blog post into a video, infographic, or podcast to reach wider audiences and earn natural mentions.

We find this works really well when you create an original article with in-depth, interesting, or original ideas
For example, a private health clinic we work with will develop a new service, launch it with a key set of web pages, in-depth articles, and from this produce videos and infographics that are displayed as ‘bite-sized versions’ on social media.

The easiest way to achieve this is to document your process from the start of a project, include before-and-after metrics, and focus on valuable insights others can learn from.
Once published, create tailored versions of your case study to present on LinkedIn, social media, in newsletters, and with relevant media or directories. Many of these will link back as a trusted reference.

The key here is honesty, transparency, and value: make your results real, and people will naturally want to link to them.

Podcasts and webinars are both great opportunities to share your expertise and insights, whilst reaching new audiences. Start by finding, following, and listening to shows relevant to your industry on popular platforms such as Spotify, YouTube, and Podmatch.

Once you have found a platform that is relevant to your brand, pitch yourself as a guest with a short, interesting angle. Make sure this can add genuine value to their audience. Such appearances not only position you as a ‘trusted voice’ but often lead to backlinks from the accompanying text or promo posts.

Engagement on social media doesn’t directly affect rankings, but it’s one of the best ways to amplify your content and attract organic backlinks.

Every share, comment, or repost increases your business’s visibility. This means more chances for journalists, bloggers, and industry peers to discover (and link to) your content.

Social engagement fuels awareness, awareness drives visibility, and visibility often turns into links and brand mentions.

A Hootsuite Social Trends Report (2025) found 62% of marketers saw improved organic visibility through consistent engagement.

It may be daunting, but collaborating with credible niche influencers whose audiences align with yours can have huge payoffs. Identify influencers who already speak to your ideal audience. They may not be the biggest names or have the largest number of followers, but make sure you target those with genuine engagement and trust from their followers.

Use your socials themselves to search for these influencers or recommendations from free tools like BuzzSumo, Upfluence, or Modash. You can then follow, interact, and reach out with a collaboration idea that adds value for their audience. We have had clients collaborate on guest posts, tutorials, giveaways, and shared videos, all of which have seen boosts in their socials, followed by an increase in relevant search engine rankings.

When people see that your business listens and responds, they’re more likely to share your content and talk about you elsewhere. Conversations are started, which then naturally lead to mentions, shares, backlinks, and brand trust.

According to Wyzowl 86% of businesses using video as a marketing tool, and 93% of marketers saying video is an important part of their strategy. That number keeps rising year on year.

For local and SMEs, video is one of the most effective ways to build trust and visibility. A short behind-the-scenes clip, a customer testimonial, or even a quick “day in the life” video can help people feel connected to your brand before they’ve ever met you.

When shared across platforms like YouTube, Instagram, and LinkedIn, these videos can attract natural mentions and backlinks while boosting awareness in your local area. Even simple visual presentations from the videos, like infographics or quote cards, can make your content more shareable and discoverable.

Claim your Google Business Profile (GBP), add and keep your information up to date. Your updates are good for a week, so post weekly. Include timely and relevant offers, images, and videos. The more relevant content you can include, the better.

Make sure you respond to all reviews to appear in the Map Pack (a well-handled negative review can boost credibility in the eyes of both customers and Google).

Best practice here is to encourage your clients to review your services using your GBP.

Keep your Name, Address, and Phone (NAP) identical everywhere to avoid confusing search engines.
We encourage our customers to create a ‘NAP folder’ that not only contains this information but varying-length paragraphs about your business and its services, along with images and videos that can all be adapted for repeated listings.

Customer reviews are one of the strongest trust signals you can earn. They influence both search rankings and buyer decisions.

Beyond your Google Business Profile, encourage reviews on Facebook, Trustpilot, Yell, or industry-specific platforms (like Checkatrade for trades or TripAdvisor for hospitality).

Ask for feedback soon after a positive interaction with a client. Make sure you do this when the experience is still fresh, and make it as easy as possible. We advise our clients to send a short, direct link rather than expecting users to search for your profile. We find in less creative industries a small incentive (i.e. 10% voucher code) works wonders.

As previously mentioned, always reply to every review, good or bad. Acknowledging feedback shows authenticity and professionalism.

If you receive repeat positive feedback about a specific service or product, highlight it in social posts or case studies to reinforce your authority and build social proof.

Local backlinks are among the most powerful signals when zooming in on regional SEO. By sponsoring community events, collaborating with charities, or working with local media, you can earn authentic mentions from trusted local sources. Search engines such as Google highly value these.

Consider simple partnerships: sponsor a local charity event, donate a prize for a school raffle, or offer expertise for a local news article. You can also join business associations, networking groups, or local directories (like chambers of commerce or tourism boards), which often include member profiles with backlinks.

Don’t forget to engage on social platforms, too, tagging nearby businesses, sharing their content, and commenting on relevant local topics.

These small interactions build relationships that often lead to natural cross-promotion and backlinks from other local websites.

Great for local services.

Reinforce local authority.

Encourage customers to leave feedback.

Include detailed descriptions.

Use service-specific keywords.

• BrightLocal – a great all-round UK option (from £30-£35 a month)
• Moz Local – great for multi-location businesses (from £11 a month)
• Yext – Ideal for managing complex listings (from £155 a year)
• SEMrush listing management tool – perfect if you are already using SEMrush (from £41 a month)

AI-powered tools like Google’s AI Overviews, Perplexity, and Microsoft Copilot are changing how people find information.

The more often your brand is mentioned and linked on trusted sites, the more likely AI tools are to include your content in their responses.

The recent launch of AI native browsers such as Chat GPT Atlas, or AI browsing in Chrome, now means that your content isn’t just being discovered through traditional SERPs anymore. We predict that in the future, more and more answers to ‘searchers’ questions will be found directly inside AI summaries and browsers.

So the more your brand is mentioned by sources of authority, the more likely it is to be included in AI searches, which is why the methods listed in this article will matter even more in the future. Especially with question-based searches.

Optimising Off-Page SEO for AI Search

• Earn credible mentions on trusted sites and directories.
• Share expert insights that AI tools can quote.
• Publish data-driven content that adds authority.
• Keep your details consistent across the web.

Structured author bios, organisation schema, and consistent NAP help AI systems verify your brand and expertise alongside mentions and links.

In short: build credibility in places AI already trusts, then track how often you’re being cited.

Not every backlink helps your site. harmful links from spammy or irrelevant websites can actually damage your rankings, so it’s worth checking for them regularly with tools like Ahrefs or Semrush.

If you find any, submit them to Google’s Disavow Tool to stop them from counting against you.

Also, keep an eye on lost links. When sites remove or update pages that were once linked to you, they may no longer do so. Here, tracking gives you the chance to reconnect and recover valuable backlinks.

1. Referring domains
2. Brand mentions and searches
3. Referral traffic

To stay consistent, use a simple schedule:

• Weekly: New/lost links, brand mentions.
• Monthly: Referring domains, referral traffic, review volume/sentiment.
• Quarterly: Anchor text mix, top-linking pages, directory accuracy.

Off-page SEO is often misunderstood (even within the industry!). It’s easy to see why, with so many ranking factors changing all the time.

Here are five common myths we hear most often (and the truth behind them):

Whether it’s a single backlink, a glowing review, or a feature in a trusted publication, every signal adds to your digital credibility. Keep nurturing those connections, stay visible, and measure what works.

Because in today’s search landscape, ranking isn’t just about algorithms, it’s about being respected.

Getting real results from off-page SEO takes experience — and that’s where we come in.

At Thanks Tom Web Design, we’ve spent 15+ years helping UK businesses grow through smart, sustainable SEO.

We go beyond backlinks – focusing on industry-specific opportunities, relationship building, and authentic authority signals that last.

Whether you’re a local Dorset business or a national brand, we’ll handle everything from content-driven link building to digital PR, reviews, and directory management.

Let’s turn your website into a trusted authority that ranks higher and earns more.