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Off page SEO
refers to the techniques that can be used to improve the position of a website
in the search engine results page (SERPs). Many people associate off-page SEO
with link building but it is not only that. In general, Off-page SEO has to do
with promotion methods-beyond website design - for the purpose of ranking a
website higher in the search results.
What is SEO?
Search engine optimization is the term used to
describe a set of processes that aim in optimizing a website for search
engines.SEO is important not only for getting high quality visitors but it is
also a way to increase the credibility of a website and to expand brand
awareness.
Search engines are using complex algorithms to
determine which pages to include in their index and the order they show these
pages in the search results. SEO is the way to ‘speak’ to search engines in a
language they can understand and provide them with more details about a
website.
SEO has two
major components, On Page and off page SEO
On
page and off page optimization are two most touted words in the field of search
engine optimization. Though the on-page vs off-page debate is as old as
Google, it is still an area of constant debate. But the truth is both are vital
to the success of an online business. Though the world of SEO has changed
forever with the evolution of social media, it is very important for online
businesses to understand the relevance of these two processes in order to
get organic traffic from search engines.
On
page and off page optimization are the first and most important steps towards
your website’s search engine optimization. In simple words, on page and off
page activities help your websites get found by the search engines whenever
somebody searches with particular keywords or key phrases relevant to your
site. Both the activities are driven towards achieving the same goal but
the ways are different.
On
page Optimization
On-Page SEO
refers to how well your website’s content is presented to search engines. On
page optimization involves ensuring whether a particular webpage is structured
in a manner so that it gets found by the search engines for given keywords and
key phrases. It not only helps in getting good search engine ranking but also
increases overall readability of the site. The best part is that not much has
changed about the on-page optimization approach. It can still be improved
immediately by tweaking incorrect elements on a webpage.
The most
important on Page SEO tips are:
A good content copy is really the key to your
success. It is an open secret that you need to produce original, unique and
high quality content of relevance on a continuous basis to perform well and rank
high on search engines. There are few things you need to keep in mind while
creating the content copy.
Keyword :
Each
piece of content should be created keeping the focus primarily on a single
keyword or a key phrase. This word or phrase should at least be mentioned for a
specific number of times in the whole content and this process is known as
keyword density. Each content copy is supposed to maintain a keyword density of
3-5% as par industry standard. Keep a mix of primary and secondary keywords and
key phrases in your content but optimize your content around only those
keywords and phrases on which you desire to achieve top organic search
rankings.
Title Tags :
Arguably
title tag is the most important element among the “big three”, the other two
being page copy and inbound links. Title tag contains the words which appear in
the clickable link of the search engine result. Google has limited the page
titles up to 70 characters, so it is extremely important that your title tags
are keyword-relevant yet concise. For example, when looking up in Google
for a query, you might have noticed the chopped off title tags in few results,
that’s because the title tags for that page are too long. To optimize the
title tags primary key words and secondary keywords should be mentioned in the
same order and the branded keywords at the end, this is a rule to follow except
for the home page.
Meta data:
Meta description works more as an ad copy for the organic search results which influences the readers to click on a particular link. It can also intelligently accommodate the primary keywords within it, Google specially highlights them if searched key phrase contains the exact key words.
Heading Tags :
These are the tags which define
the content of your page section wise, just like traditional headings and
subheadings. There should be one <h1> tag every page, which should
include the most relevant key phrase or key word. This tag can be created
uptill <h6>, though general practice is to use this till <h3>.
Interlinking :
Strategically,
linking one of your website pages to other similar pages on your website
provides context to the search engine and to the readers as well.
- 1. Include links in main content of each page.
- 2. Paragraph links carry the most weight
- 3. Use keyword-rich anchor text in links
- 4. Link to relevant, deep pages
- 5. Monitor your inbound links through Google Webmaster Tools
- 6. Avoid multiple links to the same page from a single page.
Linking
back your main landing page for a certain keyword from other web pages with
similar tags will help you in improving your ranking for that specific web
page.
Off-Page Optimization
Off-page
optimization is a long-term process and takes time to improve. Simply put, off
page is all about your online reputation. Off page optimization includes
acquiring backlinks to your page from the authority sites in your niche.
Backlinks is the currency of any off-page strategy. And, unlike on-page
optimization, off-page optimization efforts are not apparently visible on
the webpage itself; it does the background work for a better search result.
But,
after the recent Google Panda and Penguin updates, off-page optimization
scenario has drastically changed. Many effective old school practices became
obsolete and negatively affected many big websites with high page ranks.Off
page optimization effort can be grossly divided in two parts:
Acquiring backlinks:
Acquiring
backlinks to your pages from higher authority sites is now more important
than ever. Search engines treat link popularity as one of the key factors
for a better search engine ranking. Though, link popularity is not the top
ranking factor anymore, as it can easily be manipulated. Now a days,
search engines focus more on the quality of your content and the level of
engagement on the site, over the number of links pointing towards your
site. So, the success factor is not building a long list of inbound links
but building a trail of quality links for your site. Creating quality
content that informs and educates your target audience is more important than
ever.
Leveraging
social interaction with your site :
Use
of social metrics or social engagements as a ranking factor is an
increasing trend. Besides backlinks, Google now gives prominence to social
signals around your content. Whether it’s the number of people who tweet,
‘Like’, social bookmark, or “vote” via Google +1 for your content, your site’s
social footprints has a direct relation with your rankings. SEO has now evolved
into social.
Promote your
content via social channels :
Make
sure to promote your content through multiple social media channels to obtain
some social media traction. You can use multiple platforms to engage your
audience, keeping the focus on the ones creating maximum buzz for you. There
are various platforms at your exposure.
Facebook :
Facebook
is the social platform with maximum number of active users at this moment. You
can share your content there but don’t use a promotional tone, rather keep it
light as people come to Facebook mostly with an intention of socializing in a
casual mood. Specially interesting and light topics with pictures get more
attention in the form of Likes and Share on Facebook.
Twitter and
LinkedIn :
You
can distribute your content on both these platforms. You can share your content
in the form of an article, video, image or even in the form of a simple update.
If you have content of great quality you’ll surely be able to create buzz
around it.
Pinterest :
Pinterest
is the latest social media sensation. The image sharing website allows you to
share pictures from your post to appeal to your target audience. If you have an
e-commerce site, Pinterest can help you drive your sales.
Video Sharing :
You
can create informational videos on topics like make-up tips or different
marketing strategies to share them on free video hosting sites like Vimeo,
YouTube etc. generating billions of unique viewers every month.
Social bookmarking is one of
those old yet useful off-page SEO techniques being used from the pre-Panda and
Penguin age. There are many sites like Tumbler, Stumbleupon, Reddit, Delicious,
Digg being the most prominent ones, where people come in searching for
different content topics. You can add a social bookmarking panel to your
website and share all the content you produce. Not just that, also try to
participate in the discussion and regularly mark you presence with your comment
and content.
Guest Blogging
:
Another way of acquiring strong
back links in post Panda era is guest blogging. You have to create relevant and
high quality content and submit to the blogs with higher page ranks. If your
article contains real good stuffs it will get published and to do that you have
to observe the content types and categories your target blogs are covering,
it’s even great if there are some common or related categories both of you cater
to. But remember, you should not do it just for the sake of getting back links
and also submitting articles to substandard blog sites is not going to fetch
you desired benefit.
For a long term and successful
search engine optimization strategy, you need to work on your site structure as
well as on building your online reputation by getting backlinks and creating
community around your content. And, ultimately, it boils down to creating
interesting and informative content people would like to read and share.
Content is still the King.
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