Just like in the real world, the more people who talk about, share or mention and recommend your business to their peers, the more your popularity and reputation will grow. Off-page optimization in the digital world, is the process of implementing all the measures that can be completed outside of the your website in order to improve its popularity and relevance, and ultimately its position in search engine results pages. (SERPs).
These are efforts that can include creating high-quality citations, mentions, references and back-links (incoming links from another web page to yours) which the crawlers find and are sent back to your page. When they land on your page and see the great on-page seo, you get a thumbs up and eventually a rise in the rankings!