On-page search engine optimization is undoubtedly one of the key methods that a website owner would undertake in order to improve their website’s search engine visibility. Something to note though is that on-page SEO often requires certain technical knowledge. What kind of technical knowledge? Well it helps to be familiar with HTML at least, as well as knowing how and why a webpage loads the way it does. Often things of this nature need to be adjusted in order to optimise web pages more fully.
Let’s approach the task of SEO from a different angle now. Imagine that all your on-page optimization is sorted out either by yourself or someone who actually knows what they are doing. There are things that you can do to attract the attention of search engines that are “off-page”. That is that they are done away from the code and content of your visible website. You ought to be able to do some of these things yourself . Actually the main objective of the off page stuff is to accumulate one-way backlinks. Read around on this very website and it should be hammered home by now. Evaluating the links that lead to your website is how those fat cat search engines like Google, Yahoo! and MSN deal with sorting out who’s who in the world of relevant websites. Of course the main criteria of ranking is good content, but a lot can be and is achieved by gathering backlinks.
Now follows the three search optimisation tricks that I promised to reveal to the good reader. These are not “easy” tasks, though they are simple to understand. They are certainly less tedious than learning HTML, particularly if you have no interest in or time for adjusting HTML code. Without further ado, here are the three off-page SEO tips, which for some of you will just be a reminder:
1. Article Marketing
For most intents and purposes, the most critical component of any website is the content that it holds. There exist entire websites dedicated to the task of hosting, displaying and distributing the very articles written by thine own fair hand. Most of the article directories insist on a certain level of quality in the written article. Good use of English, as well as minimum lengths are normal requirements. Also, there are usually limitations on the type and number of self-serving outgoing links that you can include in the articles. The reward for producing high quality written content is self promotion at the end of the article via a resource box. The resource box can say a bit about the author and link to a related website. That related website can just as easily be your website.
So to summarise article marketing:
- You write a high quality, well researched article.
- You add a resource box with a link back to your website.
- You submit the article to your chosen article directory.
- Other website owners copy and paste your article on their websites with the resource box intact.
- Hey presto, your website has multiple one-way backlinks from (mostly, hopefully) topic related websites.
2. Forum Participation
Unless your website is in an extremely specialised niche, then there are almost certainly other websites in existence that are built around the same topic as yours. Some of these websites include discussion forums where others can participate in talking about the particular topic. Not only on websites that are about your subject is one able to discuss it. There are a few very high quality discussion websites that are a wealth of knowledge on a huge range of subjects.
You can participate in these forum discussions too. If you are able to offer very good information about the forum topic, then you will become known and valuable within that community. If you leave a signature at the end of each of your posts, not only will you produce traffic from the link that you include but this is also what will do the work as part of your off-page SEO campaign. This method is effective up to a point. The search engine crawlers are quite smart these days. They can see that the forum link is repeated by the same poster over and over and so I speculate that they give these types of backlinks less weight after a point. This will be more effective if you use multiple users on multiple forums, preferably of a high page rank. But now it starts to sound like you are gaming the system, which of course search engines do not like…
There are a couple of options when it comes to blogging as part of your SEO strategy. It is quite usual for a website to have a blog (web log) attached to it as an extra area for the reader to visit. A blog which is run well with compelling, top quality content can create lifelong and dedicated followers who are always on the lookout for your updates.
The options are to have the the blog integrated with your website, as mentioned, to have the blog running on a separate domain and a third is to have both situations happening simultaneously. Of course this increases the workload of updating and maintaining each blog that you start but if done well the results can be spectacular in their own right. You may even find that your blog eclipses your website in terms of views, traffic and general user participation. The key to blogging for SEO purposes is not to “blog for SEO purposes”, but to actually enjoy updating your audience with the current affairs within your topical field. Enthusiasm is infectious and this is what will take care of the SEO that you are looking to achieve.
The upshot of it all.
What I have shown you here is the “low hanging fruit” of off page SEO, in the form of very accessible backlink building methods. The objective of off page SEO is to get your website noticed by the search engines. Your main focus of your website should be to have the very best content that you can possibly create just sitting there for the readers to find. After that it is really a case of shouting about it. If something newsworthy happens related to your website then you will generate thousands of high quality backlinks and media attention almost instantly. You will rank in the search engines over night for certain keywords that people are looking for to find out what the buzz is. Big splashes in the news world are not always easy to create, so while mustering up the courage to do something “newsworthy”, you can keep picking that low hanging fruit of article marketing, forum posting and blogging. These three will keep your head above water.