Off-page optimization
Off-page optimization is one of the SEO techniques which are used to improve website rankings. It can be an important tool for increasing your overall page rank on major search engines.
Off-page optimization refers to building links from other quality, related websites which will benefit both you and the site owner. This means that if you are linking to someone else’s website, they should be linking back to yours as well so that both sites can benefit from each others’ high ranking. The more relevant these sites are the greater the benefits will be e.g., a link on a photography website is likely to have far less impact than on a musician or opera company!
The key point about off-page optimization is that it takes time, especially as you need to build as many as 200-300 links to achieve a top 10 spot, and that is just for one website! Changing or updating pages can have a major impact on rankings so if you have already started working on your off-page optimization, it is worth taking a look at your site every few months.
The most effective techniques for off-page optimization include the following:
· Article marketing â writing an article about an aspect of your business and publishing it on another website. This will be seen by the target audience searching in your sector so can bring new visitors to your site. If you mention products or services they may click through to find out more which is good for sales;
· Social media – participating on Facebook, Twitter and Google+ which encourages visitors to talk about your business. This is great for bringing through new leads;
· Guest blogging â writing an article on another blog in the same sector that you are targeting. If this speaks to the readers then they may link back to you, starting off a whole new wave of referrals;
· Email marketing â sending out newsletters with links pointing back to your site can help increase rankings if they encourage people to follow them up by clicking through;
· Press releases – circulating articles containing links direct to your website giving it more exposure. The most effective press releases tend to be newsworthy so research what’s making the news in your sector/location so you can include something in your release.
· Directories – creating a profile page on relevant directories will increase the number of backlinks coming through to your site. The best way to find relevant directories is by searching for keywords related to your business along with the word ‘directory’. Then take a look at what’s out there for quality, relevance and value. Once you have found some useful directory links, make sure you follow up by looking at their guidelines e.g., length of articles etc. If they don’t link back then it isn’t really worth pursuing;
Another key point is that Google doesn’t like keyword density throughout the pages which are linking back to yours, especially any that appear on your own site. A good resource for finding out more about off page optimization is Search Engine Watch, a monthly industry publication which includes articles and case studies on effective techniques to help you rank higher in the various search engines.