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Off Page SEO Techniques


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Get acquainted with off page optimization techniques for SEO.

Get acquainted with off page optimization techniques for SEO.

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  • 1. Off-Page SEO How Links Boost Your Ranking
  • 2. Link Popularity
    • Inbound links play a key role in determining rankings
    • It’s not just about quantity (“link popularity”); it’s about quality (importance of the page, topically relevant/authoritative)
  • 3. PageRank
    • PageRank™ – Google’s algorithm for measuring a page’s importance; Yahoo & MSN have similar measures
    • Each web page ( not site) has its own PageRank score
    • PageRank scores from 0 to 10; logarithmic scale
    • Who’s at the top of the PageRank food chain?
      • 10: Google, Apple, NSF, FirstGov; 9: Yahoo, MSN, Stanford
    • Sites with higher PageRank get crawled earlier, faster, and deeper by Googlebot
  • 4. Google Toolbar
  • 5. Problems with PageRank Meter
    • Take the PageRank scores with a grain of salt
    • PageRank scores are merely indicative
    • Scores displayed in the PageRank meter are:
      • Months old
      • Imprecise
      • Not the same as the PageRank as what is used in Google’s ranking algorithm
      • Not representative of the home page PageRank when a redirect is present
  • 6. Find Link Targets
    • Review links of competitive sites, sites in your keyword market
      • Check sites with high rankings for relevant keywords
      • The fewer the number of links on their page, the better
    • Review links to your site; look for opportunities to get the link text revised
  • 7. “ Google Bombing”
    • Inbound contextual links alone can drive a site to the top of Google (e.g. “miserable failure”)
    • Also works on Yahoo, MSN Search, etc.
    • THE LESSON: Link text is your secret weapon!
  • 8. An unintentional “Google bomb”
  • 9. PageRank Dilution
    • Careful about having multiple URLs serving up the same content
      • Multiple homes for your content
      • Multiple domains registered and resolving to your site
      • vs.
      • https:// version of your site
      • Session IDs or User IDs in the URL
      • 301 redirect them all to the definitive version of the page
    • Removed pages
      • 301 redirect rather than 404
  • 10. Best Practices
    • Try to get good keywords in the hyperlink text
    • Offer link-worthy content. Keep it fresh.
    • Provide RSS feeds
    • Simple keyword-rich links encourage deep linking
    • When you redesign your site, keep your old URLs or 301 redirect them to the new URLs
    • “ Nofollow” any links you don’t vouch for
      • <a href=“/privacy-policy.htm” rel=“nofollow”>
  • 11. Worst Practices
    • Participating in “link farms” or FFA (“Free For All”) sites
      • Hallmarks of a link farm = more urls per page & less organization
    • Splogging, comment spamming, guestbook spamming
    • Linking to “bad neighborhoods”
    • Hiding links
    • Hoarding all your PageRank
    • Unnatural link structures
  • 12. Blogs
    • Search engines – and Google in particular – love blogs
    • Inherently link-rich
      • “ Hat tips” – part of blog etiquette
      • Blogrolls
      • RSS feeds
      • Trackbacks
      • Comments
    • The dark side of the blogosphere:
      • Blog comment spam
      • Splogs (spam blogs)
  • 13. RSS Feeds
    • Not only an unspammable content delivery channel to your consumers, but also…
    • A powerful way to syndicate your content to other web sites
      • Propagate deep links that drive traffic and PageRank
      • Careful! Some spammers lift your content from your RSS feeds, strip out the links, and use as keyword-rich content
  • 14. RSS Feeds
    • Facilitate propagation of your feeds across the web:
      • Set up feed “autodiscovery”
        • e.g. <link rel=&quot;alternate&quot; type=&quot;application/atom+xml&quot; title=&quot;Atom 0.3&quot; href=&quot;; />
      • Make your search listings in Yahoo! display the “Add to My Yahoo!” link
        • Instructions here:
      • Send out “pings” (to Technorati, My Yahoo, Pingomatic, etc.)
      • Make sure “trackbacks” are enabled
    • Submit to RSS directories & search engines
      • List at
    • Pay attention to each item title; it’ll become link text
  • 15. Buying Text Links
    • What is a Yahoo directory listing but a paid text link!
      • Ok by Google because of the “editorial review”
    • Brokers like and can help
    • Google’s perspective:
      • “ Selling links muddies the quality of the web and makes it harder for many search engines (not just Google) to return relevant results. The rel=nofollow attribute is the correct answer: any site can sell links, but a search engine will be able to tell that the source site is not vouching for the destination page” -- Matt Cutts, Google engineer
  • 16. Buying Text Links
    • Google discounts the voting power of sites that it knows are selling text links:
      • “… parts of,, etc. have not been trusted in terms of linkage for months and months. Remember that just because a site shows up for a “link:” command on Google does not mean that it passes PageRank, reputation, or anchortext” -- Matt Cutts, Google engineer
  • 17. Evaluating a Text Ad Opportunity
    • Good
      • High rankings for the search terms targeted with the existing ads’ link text
      • Stats showing the page you’ll be on gets good traffic numbers
      • Stats showing a respectable amount of traffic is sent to the advertisers
      • Site is topically relevant to your business
      • Site is likely to be considered an authority site
      • Inbound links from .gov, .edu, .mil sites
      • Good Alexa rank
      • Extra good if the site you’re placed on is a .gov, .edu, or .mil
      • Reasonably good PageRank score on the page you’ll be on
      • Reasonably few other links on the page you’ll be on
      • Link is within the main body of the page
  • 18. Evaluating a Text Ad Opportunity
    • Bad
      • Sitewide link
      • Site has been greybarred (i.e. banned)
      • Neighboring ads are of dubious nature (casinos, Hoodia, Viagra, etc.)
      • Acquired PageRank through dubious means (e.g. hidden or obscured links)
      • Advertisers have left in droves (evidenced by Wayback Machine archives)
      • “ Advertisers”, “Sponsors”, or “Sponsored” closely associated with the ads
      • No visibility in top 10 pages in Google for advertisers’ targeted keywords
  • 19.  
  • 20. In Summary
    • Best links are:
      • Topically relevant
      • One way (not reciprocated)
      • Not in footer and not site-wide
      • Earned by merit, rather than bought, bartered or stolen
      • Not crowded with many other links on the page
      • On a high PageRank-endowed, high Alexa-ranked, .edu/.gov/.mil authority site
  • 21. Q&A
    • Thank You!
    • Time now for some Q & A!
    • Also, feel free to email me: