There's a common consensus amongst SEO (search
engine optimisation) professionals that the most important part of
website optimisation actually takes place off the page, with Google
and the other major search engines these days largely determining
the importance of sites based on Links From External Sites.
Probably largely due to the ease with which on-page factors can be
manipulated search engines now place more weight on so called
off-page factors. Google initiated the shift in major search engine
made through its patented Page Rank algorithm however researchers
had been discussing the application of off page concepts such as
link anchor text as far back as 1994.
Off Page SEO criteria are obtained from sources other than the
website. Sounds a bit obvious but it's worth stating. Off Page SEO
is what can be achieved off the pages of a website to maximise its
performance in the search engines for target keywords related to the
on page content and keywords in off page direct links.
Search engine optimisation, high search engine ranking and online PR
are inextricably related through Link Building and any company
wishing to maximize profile by establishing itself at the top end of
the search engines would be wise to consider online PR in the form
of Off Page SEO as a vital contributor to their search engine
The importance of off page optimization can't be stressed enough for
achieving long term search engine profile. Now more than ever where
you end up in the SERPs (search engine result pages) is based on
Authority. Authority isn't established solely through what's on your
web pages. It is derived from a combination of many factors
including inbound links, outbound links and how many websites with
authority you are affiliated with.
Modern Off Page SEO involves encouraging syndication and socialising
of you site content (and links) by providing major news, media and
RSS feeds powered by your data. As you content propagates deep links
evolve into your site from blogs, aggregators, news and media
companies and so your Authority grows.
Also increasingly influential for Off Page SEO is the weight
contributed by social bookmarking services such as Stumble Upon,
Digg and del.icio.us. Socially Bookmarking posts on your blogs is an
effective way to get high quality back links from authority sites.
It's always preferable for Off Page SEO if someone else give you
credit so encourage visitors to your site to use these social
bookmarking services such as del.icio.us throughout your site, in
order to add your content to their bookmarks and tag them - again,
for the deep inbound links.
A balanced portfolio of fresh links is also important for Off Page
SEO, as is a stable presence in leading directories. To search
engines, the source of information or references matters, for
example a link using your main keyword from a similarly themed site
and a keyword used out of context from an unrelated site have
different degrees of relevance.
The combination of any or all of such Off Page SEO tactics will
assist you in establishing a virtuous circle of profile that leads
to authority that leads to profile that generates authority and on.
Success is driven by a range of quality Off Page SEO practices such
as Internet marketing, peer-to-peer promotion, advertising and link
Of course all this time trouble and expense will be wasted if you
don't adhere to the core Search Engine Optimisation and Internet
business principle - Relevance. High search engine returns means
increased amounts of visitors but additional traffic generated
though applying Search Engine Optimisation will prove valueless
unless the destination site has content that gives visitors what
Content is king and high quality content that matches the needs of
site visitors reigns supreme. There's no getting away from this
basic principle - search engines live for relevance - relevance is
why sites are elevated to high search return positions. Off Page SEO
if applied professionally to a professionally developed site will
work to highlight the relevance of the site.
Instead of using the keyword irrelevant phrase 'click here' on your
websites internal links to refer to another page, you could use an
Exact Match Link - a keyword or keyword phrase - a term you wanted
to rank for and might summarize the topic of the page it refers to.
Be sure to vary the anchor text to create the appearance of natural
Alternatively combinations of contextual qualifiers cover the basic
word combinations that are pertinent to your business.
Listed below is a range of sources for inbound links:
· Themed portals - ezines, discussion forums, targeted vertical
· Press releases / articles - Increasing numbers of news sites such
as the BBC are including stories and linking to external web sites
of all kinds. In addition to the fact that many of these media
outlets have large audiences they will be crawled frequently by
search engines. Online stories can continue to generate interest and
web traffic for many months.
· Industry organizations - Many non-profit organizations offer
directories of their membership with links to their websites. Join
as many as make sense for your venture.
· Participate in discussion forums - Many Internet discussion forums
allow hyperlinks in "signature files". Participate in discussions
and offer advice and wisdom.
· Set up a search engine friendly affiliate program - Affiliate
Marketing is a system that encourages other websites to become
advocates for each others' products and services, Affiliate
marketing widens the scope of your internet presence and rewards one
or more affiliates for each visitor or customer brought about by
their marketing efforts.
· RSS news feeds - publish content though RSS syndication, sliced
and diced in different ways (most popular, top rated, clearance,
newest and latest, by category, etc.).
· Paid advertising - Many directories (like Yahoo), portals and
websites offer paid advertising options from text links to banners.
PPC campaigns - Pay per click/PPC is deployed extensively across
search engines, advertising networks, content-based websites and
blogs. Be sure to use different keywords in your link-ads from the