Off-page search engine optimization

Climb up the stairs to top rankings through off-page optimization and professional SEO

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Off-Page Optimization is the Key to High Rankings
in the 21st Century

Off-Page Search Engine Optimization:

SEO for your website has to include off-page optimization …

When you consider the type of optimization techniques to use in getting your website high rankings in the search engines, you must consider 2 factors:

1. giving the search engines what they want
2. giving your web site visitors the information they are looking for.

Each search engine has their own, unique algorithm to determine which websites meet their requirements and will obtain the higher SERP (search engine results page) listing positions (or rank) for any given keyword or keyword phrase that is used in a user search query.

There are a large number of on-page optimization factors that are considered in the SEO evaluation process (see On-Page Optimization). But gaining higher rankings can't be left to on-page factors alone. There are also a number of things you can do to improve your rankings "off your web page". These not only improve your search engine page rank but increase targeted visitor traffic to your web site.

These techniques are the area known as "off-page optimization". Off-page factors must be carefully considered and implemented to achieve the highest search engine ranking for your website. These factors are primarily tied to your website's linking strategy for both inbound and outbound links. This is commonly known in the SEO world as link popularity.

It's not just the number of links, but the quality of the links

The quality of the links depends on how popular are the web sites that link to you (in-bound) and the sites you link to (out-bound). You must also consider if the in-bound links to you are relevant to your website's content. It's an online popularity contest that your website must win.

Search engines consider each link to your web site from another web site (known as backlinks) a "vote" to your site's popularity. These votes can increase the importance of your web site from the search engine's prospective if they come from "authority websites" related to your site's theme.

Off-Page factors that the search engines are looking for

Some of the important off-page factors considered by the major search engines in evaluating the optimization of your web site include:

Which web sites are linking to your site and are they authoritative: It's critical that the web sites linking to your site are relevant to the theme and content of your site. The linking site is considered an authority in its field by the search engine if it has high page rank and popularity.

How many web sites are linking to your site and what is the quality of that link (link popularity) The number of relevant, authoritative sites that link to you becomes a significant 'plus' for your site. But remember it isn't just the number of links, link quality is far more important.

Google considers the page rank (rated 1-10) of each website that links to your site. This is a major factor because a high page rank, authoritative site linking to your site is much better than a link from low page rank site. Any site's voting power increases as its page rank increases.

Search engines consider the anchor text of each link to your site. The anchor text indicates the area of relevance the linking site places on your website and page content. This anchor text should include your primary keyword or keyword phrase. The text in the linking anchor text should vary from one linking site to another. The same anchor text is not seen as "natural linking" by the search engines. You need to maintain variability in the anchor text.

The page title of the web page that is linking to your site is an important factor. It is best if the title page of the linking web page is relevant to your website and contains one of your primary keywords in its title. If it just says something like "link directory" or "link page" then that is not good.

Search engines look to see if the link to your site a reciprocal link or a one-way link. A reciprocal link means you have a link back to the website that linked to you. This can sometimes be a negative to your site because you lose some of your site's page rank to the other site. If you do participate in reciprocal links, make sure the page rank of the other site is the same or higher than the page rank of your linking page. A one way in-coming link to your site is more optimal because you do not lose any of your site's page rank and you didn't request it.

The number of inbound and outbound links found on the web page linking to your site is important in the search engines' mind. The page rank of the site linking to you is weighted by its inbound and outbound links. The linking site will pass more of its rank to you if it few out-bound links and many in-bound ones.

The authority in its field is important for the web site that is linking to your site. Is it a "hub" amongst websites in its theme area of relevance? You will get more bang out of the link if the site linking to you is considered an authority in its area.

Both on-page and off-page optimization is important

You should evaluate and utilize some of the factors in both on-page and off-page optimization if you want to achieve a high page listing on the search engines. Off-page factors have taken on more importance as the search engine algorithms have evolved and become more sophisticated.

Link Building is the key to off-page optimization and higher search engine rankings. This is a time consuming strategy to put in place. But it is well worth it if you're looking for your website to rank well in the search engines.

We now offer a FREE Search Engine Optimization Whitepaper Report explaining SEO and what you need to do to your website to properly prepare it for the highest search engine rankings. Receive it by filling out and submitting the following form:

**Note** After you submit this form, you will receive an email from SEO-whitepaper@aweber.com asking for you to confirm your request. Once you click on the confirmation link, you will be sent your download link.

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