Every marketer likes to see that fresh content occupies a place among the top ten in Google search results but do not know how to attain it. Although they implement SEO, which is the only way to work your way to the top ranks, the results are not encouraging. It often leads to confusion and creates a scary sense of SEO that appears to be something incomprehensible. The scenario described here clearly points to the fact that there were flaws in implementing SEO that denied results and it stemmed from lack of understanding of SEO. To stay ahead of your competitors you must have the basic knowledge of SEO on page and off page optimization. While on page optimization relates to the settings that you apply on the website to make it search engine friendly, off page optimization deals with the elements beyond it.
The off-page optimization happens outside the boundaries of the website and comprises of activities like link building, social bookmarking and social media marketing. It is crucial for implementing SEO successfully because things that matter to search engines take place beyond the website. However, you should start with on-page optimization and then move over to off page optimization. The on-page optimization sets the stage for off page activities and trying to do it in reverse order would be like placing the cart before the horse. Website owners spend 70% time for on page activities and 30% for off page optimization. In this article, we will discuss the features of off page optimization, why it is necessary and what the best practices are.
The need for off page SEO
You might have created an excellent and highly functional website that gives you much satisfaction, but the real joy comes when the site receives accolades from the audience and search engines. How others perceive the website, especially the search engines, is paramount in SEO. When the audience finds merit in the content, they become eager to connect to the site by sending links. Google treats it as a sign of positivity that demonstrates the relevance and authority of the website, which becomes a factor for earning better ranks in search results. Had the content not been worthy enough, why should people show their interest in it by linking?
Links are like citations that demonstrate the value of content and for earning links; you have to embrace off page SEO. You can hire professional link building services to do the job for you. Activities like guest posting for other blogs and leaving a comment also contribute to off page measures that draw the focus on the website. To keep the site in the limelight and attract the audience you have to take off page optimization measures.
Prepare for link building
Google cannot evaluate websites in the absence of links, and therefore links remain the top priority for marketers. You must prepare the site to make it conducive to attracting quality links by building a strong foundation. It is pointless to create a secure domain existence if the primary elements that add power to the web pages for earning links are missing. Here is how you ensure that the pages are ready for attracting links.
Create internal links for pages – Use keywords especially the brand name at random to create the internal links. The individual pages should connect with the posts or supporting pages and category pages. As a result, when the home page receives a link, the goodness of the link spreads across the other linked pages, efficiently enhancing the search performance.
Tap the most authoritative pages – The most reliable pages are the most linked to pages. Use a tool like Open Site Explorer to obtain a list of the most linked pages and leave links on those pages that lead to the landing pages you target for attracting maximum organic traffic. Thus, you are effectively spreading the link juice to the desired pages.
Create links between target landing pages – To scale the link building efforts, interlink the landing pages you target for SEO. When you build an internal link to the targeted landing pages, the juice automatically flows to the other landing pages thereby boosting your efforts. Providing a list of related links is an easy way to interlink the landing pages.
Link dropping on the home page – The maximum link equity is available from the home page because it is the most linked page of the website. Moreover, the pages that you link internally to the home page earn proper attention from search engines that deem it vital as you have created links to it.
Gathering more links
While creating good quality content that demonstrates authority and relevance helps to earn links there are some other ways that marketers are familiar with for gathering links from external sources.
- Social media – The social media is an excellent place for earning links and a significant contributor to building your backlink profile. Although these are ‘no follow’ links, the response from the social media sends positive signals to search engines that influence rankings. Correctly configuring the social media profile boosts SEO.
- RSS submission – To broaden the prospects of earning links, create a website in RSS format and submit it to RSS engines. It is a faster way of indexing the site that also facilitates generation of natural backlinks to it.
- Guest posting – Guest posting is one of the most popular methods of acquiring backlinks. In this method, you post your blog or content on some other websites of good quality so that the links that you drop in the content helps to drive a targeted audience to it that helps in building backlinks.
The impact of links remains the most dominating element that can affect the SEO performance and demands the highest attention. The number of domains that link to the page does matter, but it is better to get a link from an individual domain than getting more links from any single one.