SEO is the mirror image of on-page SEO: it's everything that happens off of your website. Google uses many ranking factors when evaluating a brand's relevance to a given search query, and on-page content is only one of many such ranking factors.
Off-page SEO involves signaling to Google and other search engines that your brand is reputable, respected, and relevant to a target search keyword. Off-page search engine optimization
traditionally involves link-building; however, backlinks mean less today than they ever have and Google favors other ranking signals.
CustomerFaucet.com has extensive experience testing a variety of off-page ranking factors that improve search ranking, both in organic search and local search (Google Maps).
Social media accounts can play a role, especially if set up and optimized correctly, as well as other citations (places your brand is referenced around the internet). Traffic, quality content (on-page, of course, but also off-page on other web properties), and a number of other initiatives all go into our off-page SEO strategy that drives our clients' brands up in the SERPs.
Off-page SEO seems more difficult than on-page SEO given that a search engine optimization professional has less control over all of the off-page factors that go into one's search ranking. However, with effort, persistence, a whole lot of cutting-edge SEO strategy, and some pretty cool SEO tools, off-page SEO can be influenced...a lot!