Off-page Optimisation - SEO Plan Step 4

SEO Campaign Steps

  • Organic SEO Plan
  • Keywords
  • on-page-optimisation
  • off-page-optimisation
  • progress-analysis

Step 4 of your organic SEO campaign is the Off-page Optimisation stage. Before you even think about doing any kind of off-page optimisation, you must complete the on-page optimisation stage otherwise most of your off-page optimisation efforts will be in vain.

What is off-page optimisation?

Off-page optimisation is the process of promoting a website primarily by generating links from other websites to your website. These links are called in-bound links or back-links. This part of your organic SEO campaign is vital but it is extremely time consuming and you really do need to know what you are doing. If your website is in any kind of market that has competition, your website will never rank for any meaningful keywords, no matter how well you have carried out on-page optimised, if you do not perform off-page optimisation properly and regularly on a weekly basis.

Why? Because if you are not generating quality back-links to your website regularly, and lots of them, your website will never rank for keywords worth ranking for. Think of back-links as votes from other websites for your website and the more votes your website has received, the more popular it will appear to Google and other search engines so your site will rank above your competitors site in search results.

Links to websites is what Google uses to calculate the popularity and importance of every website, however, when it comes to inbound links, it is not quantity that counts, it is without doubt, quality of link and quality of the linking site. A link from a website that has a Google Page Rank (PR) of 6 is far, far  better than a link from multiple PR 1 or 2 websites. However, getting back-links from high PR sites is more difficult than from low PR sites. It is also important that the linking site has a similar theme to your site.

• So why does Google and other search engines consider links to websites so important?

To fully understand the answer to this question, you need to understand what the primary objective of any search engine is. Have you ever heard the expression "information highway"? This is a common term used to describe the Internet and it came about because the objective of all search engines is to provide the searcher with the most relevant, unique piece of information that best matches the search words the searcher entered. That is basically it.

Everyone who uses a search engine uses it to find information about something so it is the search engines number 1 goal to match search words entered by a person to the most relevant web page they have stored in their vast database.

• Information Popularity Contest

Remember what we said in Step 1, not all websites are equal? Lets imagine two separate websites have created a webpage on their site about "shiny red shoes" and they both have their respective pages highly optimised so each page is 100% relevant to "shiny red shoes".

So how does Google and other search engines decide to place one page above the other in their search results? When all on-page elements are equal, the search engines looks at how popular each site is and the site which has the most quality, relevant back-links will be considered by the search engine to be the most popular and therefore it will be placed above the site that has less links, which is considered less popular.

So in this regard, you could consider the Internet as an information popularity contest.

• Making Your Website More Popular

Google assumes every link it finds for a site has been created by a single person and that person has decided to create a link on a related site to your website because they consider the content of your website to be both useful and of interest to other people. So if you create back-links properly, Google will see each back-link as a strong vote for your website.

When generating back-links to your website, it is "vital" that it looks natural to Google. What we mean by that is if a website has only a handful of links today, and then in two or three days time, it suddenly has 10,000 links. That simply isn't something that would happen naturally and Google will see this and it will penalise your website. For this reason, you should never use automated link building software products or services who claim to get you thousands of links to your site. These type of services will most likely get your site banned from the search engines.

• Link Anchor Text

Anchor text is the text you see that is a link to another website or page within a website. The most popular link anchor text text is "click here" although you should never use this anchor text for any of your clicks. You should try use your keywords as your anchor text for back-links but do not do this all the time because this will also not look natural.

Imagine you are targeting the search term "shiny red shoes". This is the anchor text you want to use for your back-links on other sites and make sure it links to a page that is optimised for "shiny red shoes" and the page is also called "shiny-red-shoes.html". Use this URL format rather than "shiny_red_shoes.html".

Our team of expert off-page optimisation experts have years of experience and knowledge in all areas of on-page and off-page search engine optimisation (SEO) and search engine marketing (SEM). We work 100% in accordance with Google webmaster guidelines and will never do anything that would impact negatively on your reputation, your business or on your website. Our aim is to help your business grow and get you to the top of Google with an ethical off-page optimisation strategy.

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