Off-page Search Engine Optimisation lets Google know what others think of your site. It is based, as the name suggests, on SEO activity with takes place outside the page being optimised. Search engines notice this activity and use it to place importance on the page itself. In some cases, the page may remain relatively static, but off-page factors can greatly influence the priority of the page in it’s index, therefore it needs to be factored into any SEO campaign. The process of off-page optimisation is generally more time consuming as it relies on actions taking place outside the confines of the website. Here are some examples of the main off-page SEO factors which can influence an optimisation campaign.

Backlinks

Search engines like Google place importance on the number of backlinks your site gets. It is one of the ways Google appreciates how important other authorities consider your website. Backlinks vary in the weighting the Google pagerank algorithm attributes to them. Reputable sites with similar focus which already have authority with Google will contribute more to your website ranking than lesser sites. Google is also aware that inbound links from sites like Linkedin and Facebook can be created by the website owner, so whilst it’s not a bad thing, Google bears this in mind when considering their authority. As a general rule though, the more quality backlinks you generate, the better the impact on your search optimisation campaign.

Think strategically about your inbound links. For example, if you are a company that sells pet food, create backlinks to pet health websites and pet training resources, the more widely recognised, the better. When choosing which websites to gain backlinks from, consider the page ranking that website has for your keywords. Digital Dynamite can help you to build and implement an effective backlink strategy.

Link building

If you find yourself struggling to get backlinks, here are a number of ways which can be explored:

Blog directories

These are websites which catagorise blogs based on their content. The best blog directories are maintained by humans who decide whether the submitted blog should be included, then review and allocate each blog to the appropriate catagory. Good directories to consider are:

Eatonweb – A well established directory with a credible reputation, managed by humans who rate blogs against three metrics – overall, strength, and momentum.
Jayde – Established in 1996, Jayde is a combination of B2B search engine and directory. Especially useful if your blog is part of a business site.
Dmoz – This site started out with the objective of listing every website on the internet. It is human edited, and highly reputable. Well worth the slightly complicated submission process.
Ontoplist – A free, human-edited directory which ranks your site by authority.

Forum signatures

This is the practice of commenting on blogs with a link in your signature linking back to your website.

Article directories

By submitting your articles to an article directory, you may get the opportunity to gain links back to yours site. Check the rules on the content of your submitted articles

Shared Content Directories

Publishing content to sites like hubpages and infobarrel can be a useful way to include links pointing to your website.

Social bookmarking

Sites where internet users share their webpages are also a good way to gain inbound links, but they must be reputable sites such as Twitter, Pinterest or Stumbleupon

Anchor text

This is the visible, clickable text a link. SEO best practice dictates that anchor texts should be relevant to the page your linking to, however for backlink purposes, it’s beneficial to use your major keywords for anchor texts and then include them in the backlinks.

There are certain link attributes which can affect how useful backlinks are. If a link has the attribute nofollow, then it is sending a message directly to the search engine not to crawl the link. It doesn’t stop humans from following the link, but it also won’t give any of the backlink authority benefits which you may be hoping for. That’s not to say that a few well positioned nofollow links won’t help with your off-page SEO, but the good news is that by default, links are dofollow, which, when combined with keyword anchor text, can bring good results.

These are just a few examples of the many off-page optimisation methods which can form the basis for your off-page SEO strategy. Devon Digital Services can work with you to develop a winning strategy to drive your SEO campaigns. Why not contact us for a free evaluation today