What is off-page Search Engine Optimization?
The necessity for off-page search engine optimization was born from the simple fact that trying to rank millions of similar pages based on the content of the pages alone is a very difficult concept as there are likely many pages that cover a topic well and will also be very similar in content.
Google from the very beginning adopted the practice of using external anchor text to indicate what seemed like important pages on a particular topic. In the words of the Google founders Larry Page and Sergey Brin:
“The text of links is treated in a special way in our search engine. Most search engines associate the text of a link with the page that the link is on. In addition, we associate it with the page the link points to. This has several advantages. First, anchors often provide more accurate descriptions of web pages than the pages themselves. Second, anchors may exist for documents which cannot be indexed by a text-based search engine, such as images, programs, and databases..”
Simple put Google (and the many other search engines who have followed their lead), consider that if an external web page links to another page with a particular anchor text that is a very good indication of what that page is about and in addition counts as a sort of vote of confidence for that topic on that page.
Like any other practice which webmasters have found will assist their pages in ranking well, this has been adopted wholesale as a ranking tool and has led to many cases of abuse of an otherwise very good tool.
These abuses have included setting up hundreds of sites with thousands of pages in order to interlink between the sites, to setting up sites that exist only to provide links for all comers, and more.
There is a great deal of discussion and misunderstanding regarding links with opinions ranging from don’t waste your time content is king, to those who try to pass themselves off as so-called experts and will tell you that it is a terribly complicated issue with the PR of the page, the relevancy of the link text, the links pointing at the page that links to you the content of the page that links to you and much more.
Sometimes called link popularity, sometimes simply called linking, this is a topic that every webmaster should understand and use correctly. In the following pages, we will discuss the topic of linking in more detail according to the type of links and try to explain what our experience has taught us works.
Off-page SEO isn’t linked to the site’s internal linking structure but it deals with the other aspects that affect a website’s ranking on the SERPs (Search Engine Result Pages). These factors are primarily connected with a website’s inbound and outbound linking techniques. For the most part, it’s in the off-page optimization that creates backlinks for your website and also your site’s rank on the SERPs.
Below are the best off-page SEO techniques (technical SEO)
Link position: link at the footer of a website is weighted less heavily by Google than the one looking on the top or in the primary content.
Link Age: Link era plays an important role in optimizing your website. Older links that have long been on your site are regarded as better by Google as compared to lately put links.
Domain Authority (DA): The appreciation of this link partners should not be solely on the PageRank or about the significance of these topics. The authority of a site helps in link evaluation. When a site is ranked higher by Google, it is because optimized and relevant content exists on the website.
As a consequence of this, links categorized by high authority websites are a lot better and thus encourage the Link Building process along with the link building service provider.
Domain Age: In the off-page optimization of your website, the age of the domain would also be evaluated by Google. Domains that are already registered for years and also have high-quality content is going to be valued higher.
Social Networking Sites: Social Networking is larger than ever these days! Sometimes known as “Online Reputation Management“, getting involved with social media sites is the fundamental step with which you begin to advertise, market and build your online reputation within your niche.
This enables you to extend your online network of connections, to connect and interact with friends and family, to share things with one another, and most importantly promote your website/blog and help build your online reputation.
You need to sign up for the most popular social networking sites, such as; Facebook, LinkedIn, Twitter, Google+, etc., and create yourself a profile of your own. This allows you to extend your online network of contacts, connect and interact with your friends, share things with each other, and most importantly promote your website/blog and help build your online reputation.
Simply do Blogging: Blogging is among the most effective ways to promote your website online! By writing a blog for your website, you provide a reason for visitors to keep returning to your site and keep current with your most recent articles. Additionally, it helps search engines to crawl your site more often, since they need to upgrade your latest blog post entries, which ultimately can help you rank higher in search engine results pages (SERPs).
Try to remember to be clear and concise in what you’re trying to convey to your readers through your blog articles, don’t waffle. To help you promote your site, submit it to niche site directories and site search engines.
If you’re not too good at writing content to your site, then you can always employ a guest blogger to your blog and ask him/her to write precise and unique articles so that your site can gain more credit from a search engine point of view.
Blog Marketing: Post comments on other blogs within the same niche as yours, which allow you to add a link in the comments section. These links can then be crawled by search engines, helping to point them towards your site. These links can then be crawled by search engines, helping to point them towards your website. These blogs are commonly referred to as “Do-Follow” Blogs.
Forum Marketing: Locate forums on the internet that are related to your site’s niche and get involved in that neighbourhood. Response to ribbons, answer people’s questions, provide advice, etc.. This all helps to develop your reputation as somebody who is an expert within that niche. Try to use “Do-Follow” Forums so that you can include a link to your site inside your signature, which helps search engines crawl your site.
Search Engine Submission: Search engines will eventually find your site online, but that can take a while. To speed everything up, you should submit your website to the most popular search engines like Google, Yahoo, Bing, etc.
Directory Submission: Many people can state that directory entry is dead! I feel that it isn’t as you are increasing the probability of individuals seeing your website. It’s purely based on how efficiently we are selecting those directories and how effectively we are picking the category for entry. You could submit to overall directories, however for maximum effect, you’re better off submitting to web directories. Obviously, I agree that it gives quite delayed outcomes, but it might be worth doing this.
Social Bookmarking: Social Bookmarking is another excellent method of promoting your website. Search engines really enjoy these types of sites since the content on these sites is updated quite frequently. Sites include StumbleUpon, Digg, Delicious, Reddit, etc.
You ought to be very careful when doing this and you have to properly deal with the tags that are extremely essential to broadcast your information on a wide area network. This may boost your website traffic according to how efficiently you have engaged.
Link Baiting: Link baiting is another popular way of boosting your website. If you produce a really popular one of a kind post for your site, then other people may want to link into it. Maybe you’ve copied/published another site’s content on your site, do not forget to place their site link for a reference. Do it for others and, if your content is trustworthy, let’s do it for you. That can be another way to increase your link popularity.
Photo Sharing: When you have used any one of your own photographs or graphics on your website, then you can share them on many of the major photo sharing sites like Flickr, Photobucket, etc.. Other people will be able to see them and comment on these, ideally after a URL to your site.
Video Marketing: Just like photo sharing, if you have some videos that you have used on your site, then you can submit them to sites like; YouTube, Vimeo, etc. allowing people to seek out your content in other ways.
Business Reviews: Write reviews about other people companies or request your friends/clients to write an overview of your company in major business review websites like RateitAll, Facebook, Google Reviews, etc..
Local Listings: Depending on your site’s market, you might realize that list in local directories may be useful. You may have a site promoting your local business, therefore rather than going global and facing enormous competition, list your site locally, so that search engines can quickly view your website and fetch the content, will probably be far better. This can help you to reach a targeted audience. Submit your website to sites like; Yelp, Google My Business, Maps, Yahoo Local, Yellow Pages, etc.
Article Submission: If you write your posts yourself, then you can submit them to popular post directory websites like; Ezine, Go Articles, Now Public, etc.. This can help drive traffic to your website, whilst you can also gain some links to your site from different individuals (though it’s normally a slower process).
Social Shopping Network: If you operate an e-commerce site, then a good strategy for advertising and branding your products at no cost would be to distribute them to online shopping networks.
Answer Questions: You are able to actively participate in answering questions on websites like Quora. By asking and answering pertinent questions in your own site market, you help to develop your reputation as somebody that is an expert in your chosen field. It is possible to set a hyperlink to your site from the source section if necessary so that people can easily find your site. If you don’t spam, this is just another great way to increase your website’s popularity.
You can also try the below off-page SEO strategies:
- Competition link research
- Article Submission
- Forum Profile Links
- RSS Feed Directories
- Social Outreach
- Widget Directories
- Business Directories
- Web App Directories
- Web 2.0 Submissions
- User Rating Reviews
- Template Directories
- Press Release Submission
- Podcast Directories
- Document Submission
- Mobile App Directories
- Logo Design Directories
- Infographic Submission
- eBook Directories
- Writing Testimonials
- Guest Blogging
- Interview Submission
- White Paper Submission
- Webinar Promotion
- Shopping Feed Submission
- Local Listings
- Case Study Promotion
- Social Bookmarking
- Blog commenting
- Event promotion
- Newsletter Promotion
- Broken links
- Video Submission
- Directory Submission
Linking is essential to high rankings in most search engines especially Google, but linking can be either your friend or your enemy.
If you consistently link to sites with Google considers being a “bad neighborhood” they may penalize you by dropping both your toolbar PR and your rankings. Other practices like setting up hundreds of associates sites with the objective of gaming the search engine algorithm may result in all your sites disappearing from the search engines.
If you simply exchange a few links with friends and associates that may well help your rankings with no risk.
Other linking strategies that became widespread Google have simply not counted or at least devalued the links associated with things like guestbooks, forum signatures, and blog links.
The three major search engines have recently cooperated (!) on a new tag to help prevent blog comment spamming. When added to any link the ref=”nofollow” tag will result in the search engines ignoring the link.