Off Page Optimization Items

Off Page Optimization Items

Off page optimization is all about link building. Since the number and quality of links pointing to your website has the largest impact on rankings and overall search engine visibility, a great deal of attention should be spent on this area.

Link Profiles

Since Google invented PageRank, a system that analyzes a site’s inbound links, and determines a site’s authority based on these links, all search engines have implemented similar systems to rank the billions of pages online today.

A site’s link profile is important because link-based factors have such a huge bearing on how a site ranks. Through links, search engines can analyze the popularity of a given page based on the number and popularity of pages linking to them, as well as identify metrics like trust, spam and authority.

Links should be built three ways:

  • 1.) Social media – posts on social media channels that link to content residing on your site.
  • 2.) Natural links – develop naturally when other webmasters link to your site.
  • 3.) Blog links – carefully planned, natural and non-promotional posts on blogs.

There are pros and cons to each method, but a sound link building campaign should take all three into account.

Link campaigns should be monitored over time using tools like SEOMoz to track growth of links, coupled with other SEO reporting tools like ranking and analytics reports.

Social Media Campaigns

Social media campaign can provide a positive impact to SEO performance, provided the following rules are followed:

  • 1.) Use social channels to promote content that lives on your site.
  • From an SEO standpoint, your goal is to build as many links as possible. You won’t be building links to your site if the content you generate lives on a social media URL. Make sure contests, videos and content lives on your domain, and then use social media channels to promote it.

  • 2.) The more viral a social media campaign is, the bigger the impact to SEO.
  • The more your campaign is shared, the more links it builds. Even if the share links are being built to the social media channel you used to promote it, all these links increase the value of the link back to your site from the original post, resulting in increased rankings for your page.

Social media channels also provide another listing in the search engines, leverage this. Other social media elements can be leveraged in search results – these include using the author tag that’s used to identify your content, as well as review snippets which allow you to show user reviews directly in search results. These two items require code insertions made to the site’s HTML, which then change the description used in the search results for the page it’s implemented on.

Google Plus

Over the last 12mths Google has begun to show Google+ listings in the main search results area, so making sure that your organization is setup with a G+ profile is important. This requires the G+ account be tied to the site via a verification code snippet that’s inserted into the site HTML.

Google Places/Local Search

Ensuring that your organization has a Google Places account setup, and that it’s optimized and linked to the site will provide significant additional exposure for users performing geographic related searches in both Google web and map search.

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