Off-Page Search Engine Optimization

Understanding Off-Page Search Engine Optimization

RANKING ON PAGE ONE REQUIRES

A COMBINATION OF ON-PAGE AND OFF-PAGE

SEO EFFORTS

IT IS IMPORTANT TO UNDERSTAND WHAT OFF-PAGE SEO IS AND WHY IT MATTERS

GOOGLE NEEDS TO KNOW WHO YOU ARE AND WHY IT SHOULD PAY ATTENTION TO WHAT YOU DO

OFF-PAGE SEO MAKES THAT

HAPPEN

Successful SEO Requires Off-Page Activity

Are you a trustworthy website or blog?

Are you considered an authority over specific subject matter, topic, or industry?

Do you provide high quality content that will make users happy?

Good SEO includes a variety of factors that help search engines understand the quality, authority, and trust of your website or blog. This is the nature of off-page SEO.

Off-page SEO factors help search engines answer those questions!

Off-site SEO factors are like votes for the homecoming king or queen.

Off-Site Data Points

v  Brandmen)onsandcita)ons

v  Socialmediaprofiles

v  Socialmediaac)vity

v  Userreviewsandrecommenda)ons

v  Referringdomainsandbacklinks(inboundlinks)

v  Localdirectoriesandindividualprofilelis)ngsv  Domainregistra)ondata

v  Hos)nginforma)on

Below is a sample list of off-site data points. While these are not all of them, they are the most important.

Pro Tips for Optimization

Buildoff-sitedatapointstothemainURLplusindivdiualpages,posts,andproducts.

BEFORE YOU START BUILDING OFF-PAGE SEO 2

Prepare a Cheat Sheet

v  Websitename

v  URLs–mainandcornerstonecontent

v  Contactinforma)on

v  Phonenumber–localareacodeforsmallgeographicalfocusedsites

v  Topsearchterms–yourtopfivesearchterms

v  Shortdescrip)onthatusesthesesearchterms(25-50words)

v  Longdescrip)onthatusesthesesearchterms

v  Logofiles–varioussizesandfiletypesv  Imagesusedinmainwebsitebrandingorforproductsandservices

When working on off-page SEO, it is best to consider the relevant data points and make sure you have these ready so you keep yourself on-task and on-target.

CONSISTENCY IS VERY IMPORTANT

TO SEARCH ENGINES

This is why you create a cheat sheet. It keeps you on-track and on-target!

UNDERSTANDING BACKLINKS 3

What is a Backlink? A backlink, also referred to as an inbound link, is created when a third party website or blog links over to your content. Backlinks help in driving brand awareness, website traffic, and help improve your organic search ranking.

Themajorsearchenginesusealotofdifferentmetricstodeterminethevalueofexternallinks.Someofthesemetricsinclude:

v  Thetrustworthinessofthelinkingdomain

v  Thepopularityofthelinkingpagev  Therelevancyofthecontentbetweenthesourcepageandthetargetpagev  Theanchortextusedinthelinkv  Theamountoflinkstothesamepageonthesourcepage

v  Anumberofdomainsthatlinktothetargetpage

v  Theamountofvaria)onsthatareusedasanchortexttolinkstothetargetpage

v  Theownershiprela)onshipbetweenthesourceandtargetdomains

Backlink are Important How do I truly know backlinks matter? Google tells me so in Google Search Console. If Google is giving you data in Search Console, you know it matters to Google and SEO.

LINK BUILDING BEST PRACTICES 4

What is Link Building? The process of link building is basically collecting these inbound links. There are a variety of ways to achieve link building, but please be cautious in doing so!

Somekeypointsonlinkbuilding:

v  Today’sconsultantsandwebsiteownershavetobeverycarefulaboutlinkbuilding.DoingitwrongwillputyouinaGooglepenaltybox.

v  Playitsafeandfocusonbasiclinkbuildingviaqualitycontentandengagement.

v  Buildlinksintothehomepage.

v  Buildlinksintoindividualpiecesofcontent:v  Pagesv  Postsv  Products

v  Don’tstressaboutdofollowanddon’tfollow.Ifyou’reac)onsarelegit,yourarelyhavetoworryaboutifalinkisdofollowornot.

Legit Sources of Link Building 17

v  Socialmediaprofiles

v  Socialmediashares

v  Blogsv  Guestblogposts–becarefulv  Pressreleasedistribu)on–becarefulv  Locallis)ngsv  Localdirectoriesv  Newsorbookmarkingwebsites

v  Reviewwebsitesv  Sponsorships

v  Groupsv  Forums

v  Associa)onsv  Eventlis)ngsv  Presenta)onsv  Documentsharing

v  Speakingengagements

v  Webinars

v  Videosv  Podcasts

Googlehasclearlydefinedrulesonguestposts,pressreleases,andsponsorships.Beforeyouproceedonanyofthese,reviewGoogle’swebmasterguidelinesforqualitycontent.

My Tactics of Link Building 18

v  Writequalitycontentpeoplewanttoreadandshare

v  Beac)veinsocialmediaandplaynicewiththosearoundyou

v  A\endand/orsponsorlocalandonlineeventsv  Sponsorlocalsportsteams(yepyougetlotsoflocalbacklinksthisway)

v  Speakatconferences(WordCampwebsitesandWordPress.tvarethebomb)

v  Appearasaguestonpodcasts(you’veseenmealloverpodcaststhislastyear)

v  Writeguestblogpostonselectsites

v  Publishgoodstuff(YEPI’MSAYINGITAGAIN)

Ifyouproducequalitycontentandpar)cipateinthecommunityaroundyou,peoplewillnaturallylinktoyou,men)onyouandyourwebsite,andshareyourcontent.

YouthinkI’mheretodaybecauseCoryMillerismyBFFandIloveallofyou.I’mreallyhereforthebacklinks!OkandyouandCory.Butalsothebacklinks.

Old Tactics I No Longer Use 19

v  Footerlinksinclientwebsitesorblogsv  Keywordrichlinksinsidepressreleasesv  Guestblogpostswithlinksinsideauthorbiosv  Duplicatepos)ngofcontentacrossmul)plewebsiteswithkeywordrichlinks

v  Linkexchangesv  Anythingautomated

Real Life Confession

AtonepointIhadmyemployer’swebsiteremoveden)relyfromtheGoogleindex.ItwasbecauseIwasdoingblackhatSEOwithoutknowingit.Ididn’tgetfiredandIeventuallydidgetusbackintheindex,butdamagewasdoneandwehadtolaunchanewURLtoregainrank.

Ifyouaregoingtolinkbuild,knowtherulesbeforeyoustart!

PS–Thatwasoverwell10yearsago.I’mwayolder,smarter,andtotallywhitehatnow.

DON’T BE A VICTIM OF BAD LINK BUILDING 5

Google’s List of No No’s and Cautions 21

v  Automa)callygeneratedcontent

v  Sneakyredirectsv  Linkschemes

v  Cloakingv  Hiddentextandlinksv  Doorwaypagesv  Scrapedcontentv  Affiliateprograms

v  Irrelevantkeywordsv  Crea)ngpageswithmaliciousbehavior

v  User-generatedspam

Link Schemes According to Google Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site.

Thefollowingareexamplesoflinkschemeswhichcannega)velyimpactasite'srankinginsearchresults:

v  BuyingorsellinglinksthatpassPageRank.Thisincludesexchangingmoneyforlinks,orpoststhatcontainlinks;exchanginggoodsorservicesforlinks;orsendingsomeonea“free”productinexchangeforthemwri)ngaboutitandincludingalink.

v  Excessivelinkexchanges("LinktomeandI'lllinktoyou")orpartnerpagesexclusivelyforthesakeofcross-linking

v  Large-scalear)clemarke)ngorguestpos)ngcampaignswithkeyword-richanchortextlinks

v  Usingautomatedprogramsorservicestocreatelinkstoyoursite

Link Schemes According to Google Additionally, creating links that weren’t editorially placed or vouched for by the site’s owner on a page, otherwise known as unnatural links, can be considered a violation of our guidelines.

HereareafewcommonexamplesofunnaturallinksthatmayviolateourguidelinesifPageRankispassed:

v  Textadver)sements

v  Advertorialsorna)veadver)singwherepaymentisreceivedforar)cleslinks

v  Linkswithop)mizedanchortextinar)clesorpressreleasesdistributedonothersites.

v  Low-qualitydirectoryorbookmarksitelinks

v  Keyword-rich,hiddenorlow-qualitylinksembeddedinwidgets

v  Widelydistributedlinksinthefootersortemplatesofvarioussites

v  Forumcommentswithop)mizedlinksinthepostorsignature

BE SMART OR YOU’LL FIND YOURSELF IN SEARCH ENGINE JAIL!

SOCIAL MEDIA IS A CRTITICAL ELEMENT IN TODAY’S SEO 6

Ignore you Mom! Be a social butterfly.

Why Social Media Matters Social media activity is a ranking factor for Google, so it will directly impact how your content is presented in search engine results pages. Saying this a different way – you cannot have good SEO without being active on social media.

ImportantpointsaboutsocialmediaandSEO:

v  Socialmediaac)vityhasreplacedsomevalueoftradi)onal(non-social)linkbuilding

v  Socialac)vitycountsatawebsiteandindividualURLlevelv  Typesofsocialac)vitythatma\ers:

v  Followersandlikestomainaccount

v  IndividualURLshares,likes,andcomments

v  Yoursocialcloutcounts(whofollows,shares,andinteractswithyou)

How Do I Know Social Media Really Matters?

I’vetesteditwithmyownthemeproducts,blogposts,andpages.Thereisadirectcorrela)onbetweensocialac)vityand)metorankandposi)ononpageoneofSERPs.

COMMON MISTAKES !

Common Mistakes to Avoid 29

CompletelyIgnoringOff-PageFactors

You’velaunchedyournewwebsiteandyouwroteoodlesofcontentandyou’redone.Right?Nope.Thatisjustthebeginning.

Youhavetofollowthatupwithoff-siteac)vity.GoodSEOrequiresbothonandoff-siteac)vity.Thatmeansthecontentisjustthebeginning.

JumpingintoLinkBuilding

Linkbuildingcanworkgreat,butitcanalsobeverydangerous.Beforeyoustart,makesureyouunderstandwhatislegalandwhatisn’tacceptedbysearchengines.

IfyouhireanSEOconsultant,makesureyouhaveaclearunderstandingofwhattheyaredoingsotheydon’tgetintrouble.

SelngUpSocialMediaProfilesandForgelngThem

“Ihavesocialmediaaccountsandhavehadthemforyears”issomethingIomenhavetoldtome.Theproblemsiftheysetuptheaccountsandforgetallaboutthem.

Socialmediaonlyworksifyouareac)veonthem.Ignoresocialmediaanditwillignoreyoutoo.

Common Mistakes to Avoid 30

OnlySharingOtherPeople’sContentonSocialMedia

TherearealotofpeopleItalktothattellmetheirveryac)veonFacebook,butitjustisn’tconver)ngintorevenueforthem.WhenIlookattheprofile,theyarepos)ngcontent,butnoneofitroutesbacktotheiractualwebsite.

Socialmediaisgreat,butrememberthegoalistoroutepeoplebacktoyourwebsiteorblogandbuildlinksforyourcontent.Feelfreetosharecontentofothers,butdon’tforgetyourowncontent.

TalkingtoNoOne

AnothersocialmediablunderIseeispeopleareac)vewithpostsbuthavenoonefollowingtheirprofiles.Thatmeanstheyarebroadcas)nginforma)ontovirtuallynoone.

Successfulatsocialmediaeffortsmeanstobeinterac)ve.Youcanonlydothisifyouinteractwithothersandhaveotherpeopleinterestedinyouandyouraccount.

QUESTIONS & ANSWERS ?

Thanks for Coming Today!

RebeccaGillFounder of Web Savvy Marketing Instructor at DIYSEOcourses.com @rebeccagill on Twitter

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