Off-Page Search Engine Optimisation Techniques

As mentioned previously, search engine optimisation can be broken into two parts: on-page optimsation and off-page optimisation. On-page (as discussed in my last article) refers to the optimisation done directly to the website. This includes changes to the title and meta tags, headings, footer, images and content. Everything that is found on the pages of the website basically.

Off-page optimisation refers to the factors that influence your site that are not directly on your site. This means, they have nothing to do with your content or website code. On the surface, you may think these factors are not as important since they are not directly found on your site, but in reality, the off-page factors are more important, and are a vital key to you ranking high in the search engines.

In a nutshell, off-page factors refer to links back to your website. And the reason they are so crucial is because they result in an increased andquot;link popularityandquot; for your website, which tells Google and the other search engines that your site is important. The higher your link popularity, the higher your site will rank.

Incoming links to your website can come from a number of sources, including blogs, directories, articles, social network pages, and standard web pages to name a few. The more links that are pointing to your website from a range of various pages, the better. But like most things, quality is more important than quantity. If your website is about getting fit, having 2 links back to your website from health and fitness pages is a lot better than having 50 links back to your site from pages to do with building houses.

Context is becoming increasingly important in search engine optimisation and ensuring that relevant sites that are contextual to your content link back to you is the key to success. This not only tells Google how important your website is, but also confirms exactly what you're about, and helps strengthen the relevance of your on-page optimisation.

Anchor text is also an important factor in off-page optimisation. This refers to the words in the actual link pointing back to your website. In the old days, it was common to have the words andquot;click hereandquot; as the anchor text to a website. But this is a big waste of potential and it's important to ensure the people linking to you are using your keywords or phrases to link back to you.

Even your business name can be a wasted anchor text. If you have a link from someone, it is worth asking them to use keywords to link to you, and if they put it within a paragraph, rather than a stand alone link, even better! Manually submitting your website to business directories is also a good (and free) way of getting lots of incoming links to your site. You can choose the category you submit to making the link contextual, and although most directories don't have a strong page rank, they will still help your SEO.

These techniques can all help increase link popularity and search engine rankings. But beyond all of these, the best strategy is to provide excellent original content on your site, that other people WANT to link to. Getting legitimate one way links back to your website because people like what your site is about is the ultimate way to find your way onto the top of Google.

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This Article Has Been Published on Thu, 8 Sep 2011 and Read 4164 Times

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