Off Page Optimisation
Over the years, Off Page Optimisation has become very important. Before Google came along, search engines just looked at what you told them about your page. Google then invented something called Page Rank. Page Rank was effectively a system whereby, as people link to your website from their website, they’re casting a vote. They’re saying, “This website has got some really useful information on it. Therefore, we believe that it should appear in the listings on Google.” This was quite unique at the time.
Page Rank really grew, because as more people voted for your website, the more authority it gained. As you gained more authority, if you linked to somebody else’s website that was worth much more than a website which didn’t have a lot of authority. Basically, the whole thing built and built, until eventually they had to re-grade the Page Ranks, but the general principle still exists.
Off Page Optimisation has now split into two unique areas. Firstly it’s the traditional area and we’re going to discuss that right now. This is Link Building, which relates back to directories, article marketing, blog posts and forums that create relevant links across the web that point back to your website.
In the Social Media section, we’ll look at social media and how that can be a valuable tool for marketing your website. Let’s forget that for now and we will come back to it later. For now, we’re going to move on to looking at the traditional four areas that you can use to generate links back to your website, which will have a positive effect on your natural listings.
Search engine’s love content. Therefore, articles around the web that point back to your website indicate that you like providing good quality, relevant information, which is a good thing. If you are having articles created and posted on article websites that have a link back to your website you need to be certain that they are of high quality. If they are relevant, contain specific information that’s useful to people, sharable by people and they link back to your site, then there’s definitely a benefit to article marketing.
If you’re producing very poor quality articles and posting them to sites that promise to spread them around the web on lots of blog or article networks, that’s not what a search engine is looking for. It wants bespoke, unique and valuable content. So, write good quality articles that are useful to people. But, make sure they’re posted on specific websites that links back to yours and can be found and shared by others.
Another way to get links back to your website is to quite simply look for directories that list companies relevant to what you’re doing. That relevance might be geographical or relate to the industry that you are in. A great way to find this out is through the competitor analysis that you’ve done. Have a look at who’s linking to all of those sites at the top of the search engine for the words that you want to be there for. When you start analysing this, you’ll see directories coming up. When you see the directories that are relevant to what you do, or your locality add your own company details to those directories, including a link back to your website.
Once again, be careful. Don’t go for the mass submitters that offer to submit you to a thousand directories, because those directories won’t be relevant and that will score against you. We’re talking about finding directories that are right for your business and may direct people who are searching for what you offer to your website.
There are loads of forums on the internet. No matter how niche your business might be, there will even be forums that discuss issues to do with your specialist field. Join and get involved with some of these forums. As you effectively build up a profile for yourself, that profile will have a link back to your web address. Add useful comments, further information and valuable feedback to other posts. Use forums as a platform for asking questions, offering advice, or sharing ideas.
Once again, I’m talking about doing this properly. Don’t just go spamming other people’s forums. It’s annoying for the genuine members, won’t get you any good publicity, and it will certainly have a negative effect. Set aside time to regularly visit and become active in the forums that are discussing things that are relevant to what you do. Apply the same mentality we’ve used throughout this programme, of giving first and offering out your expert position.
Finally, and similar to forums, are blog posts. There are people on the web that maintain blogs that’s specific to your industry. Get involved with those too. Subscribe to some of these blogs, leave comments on articles, respond to articles and add further information to them. This is a really good way to boost your profile; not just for search engine terms, but also within the industry. As a result of that, you may even be asked to do what’s called a Guest Blog.
Now, the etiquette here is that you would have the link to your website on your profile. Don’t put a link in the actual message that you’re writing as a response to the Blog Post, or in the main content of your blog.
So, I’ve spoken about four key areas that you can use to generate links back to your website. You can write articles and have them posted on article sites. You can have your listings placed in directories that are relevant to your business or your locality. You can engage in forum discussions that have links back to your website. Lastly, you can use blog posts where you can have a list or a blog comment that has as link back to your website.
Make sure whenever you’re doing any of this, it is definitely manual, ethical, relevant and definitely not spam. It is worth the effort and it will start to drive your website up the listings. You will see fantastic results from this Off Page Optimisation. When you’re finding it quite difficult and time consuming, just remember, so are your competition and that’s why they’re not doing it. It’s a massive opportunity for you to win.