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OFF-PAGE SEO
Presented By,
SAFNA.T.S
1
Off-page seo
Off-page seo
INTRODUCTION
 Off page SEO refers to techniques that can be used to improve the position of a
website in the search engine results page (SERPs).
 First we have to look little about SEO before starting more on off-page seo.
 WHAT IS SEO ?
 SEO (search engine optimization) is a method of changing the rank of a web page or
a website in search engine results using keywords or phrases. Search Engines like
Google, Yahoo, Bing, etc.
 2 Types of SEO :
 On-Page SEO
 Off-Page SEO
2
On-
page
seo
Off-
page
seo
SEO
 ON-PAGE SEO- On Page Optimization means optimizing your website and
making changes on title, meta tags, site structure, site content, solving
canonicalization problem, managingrobots.txt etc.
3
OFF-PAGE SEO
 Off-page SEO refers to activities outside the boundaries of the webpage.
 most important are:
 Link Building
 Social Media
 Social Bookmarking
4
WHY IS OFF-PAGE SEO
IMPORTANT ?
 Search Engines have been trying to find a way to return the best results to the
searcher.
 Off page SEO gives them a very good indication on how the World (other websites
and users) looks the particular website.
 A web site that is useful is more likely to have references ( links ) from other
websites ; it is more likely to have mentions on social media ( Facebook likes,
tweets, Pins, +1’s etc. ) and it is more likely to be bookmarked and shared among
communities of like-minded users.
5
BENEFITS OF OFF-PAGE SEO
 Increase in Rankings
by getting more back links, website will rank higher position in SERPs. Through this website
gets more traffic also.
 Increase in PageRank
Page Rank indicates the importance of a website in the eyes of Google. We know that, Page
Rank values between 0 – 10. That’s why Google gives more relevant results to the searcher.
 More Exposure
By getting higher ranks means great exposure. While getting in the top position (a website), it
gets more links, more visits, more social media mentions, impressions, etc.
6
LINK BUILDING
 Link building is the most popular off-Page SEO method.
 Basically by building external links to your website, you are trying to gather as
many ‘votes’ as you can so that you can bypass your competitors and rank higher.
 For example if someone likes my page and references it from his/her website or
blog, then this is like telling search engines that this page has good information.
 More Good Quality Links are better.
 Not all links are born equal though. One link from a high authority site is much
better than many links from a bunch of low authority sites.
 Be careful though, as artificial link building through the buying and selling of links
or the use of automatic programmes to create links to your site are considered
‘Black Hat’ by Google and will result in penalisation.
7
 Over the years, webmasters were trying to build links to their websites so that they
rank higher and they ‘invented’ a number of ways to increase link count.
 The Most popular ways are:
 Directory Submission
 It is purely based on how effectively we are selecting those directories and how
efficiently we are choosing the category for submission.
 Submit your websites to the topmost quality directories like DMOZ, Yahoo Directory,
ZoomInfo, One Mission, Pegasus, etc.
 Nowadays many web directories may offer paid listings but don't go for it.
8
 Link Baiting
 Link baiting is the practice of crafting content that is designed to get other content
producers to link to it.
 Suppose you have copied/published another website's news or content in your
blog/website.
 Don't forget to place their website link as a reference.
 Do it for others and, if your content is trustworthy, let others do it for you.
 This is another way to increase your link popularity.
9
 The purpose is increasing the number of inbound links to your content and thus
improving its performance in search engine results.
 Examples of link bait, include breaking news, striking images, controversy, humor,
educational material and applications. If your content has value for readers, they
are likely to share the link.
10
Cross-Linking
o Link to internal pages within your site wherever necessary (this is commonly termed
Internal Linking).
o This increases your internal link popularity ,which is another major factor of Google
Page Rank algorithm.
o Also try to get a content link from websites/blogs that are related to your site theme.
Try getting a link from within their site content using a targeted keyword as anchor
text (much like Wikipedia does).
 Article Directories
o By publishing your articles on an article directory you could get a link
(or 2) back to your website.
o Some article directories accepted only unique content while other
directories accepted anything from spin articles to already published
articles.
11
 Search Engine Submission
 Submit your website to the most popular search engines like Google, Yahoo, MSN,
Altavista, Alexa, Alltheweb, Lycos, Excite, etc., to get listed for free.
 Link Exchange
 Exchange links with service-related websites (this is commonly termed as Thematic
Link Exchange) that can help increase your link popularity, which is a major factor of
Google's PageRank algorithm.
 Beware of Black-Hats while doing exchanges.
12
Forum Signatures
o Many people where commenting on forums for the sole purpose of getting a link back to
their website (they included the links in their signature).
13
 Comment link
 The same concept as forum signatures where you comment on some other website or
blog in order to get a link back.
 Even worse, instead of using your real name you could use keywords so instead of
writing ‘comment by safna’, you wrote ‘comment by How to lose weight’ or anything
similar.
14
 Forum Postings
 Create a forum/online discussion board of your own and start a discussion or share
topics with your friends.
 You can also post/reply to a thread in other service-related pre-existing forums that
allow links in your signature which can be crawled by the search engines (aka "Do-
Follow Forums").
15
BLACK HAT SEO
 In search engine optimization (SEO), black hat SEO refers to the use of aggressive
SEO strategies, techniques and tactics that focus only on search engines and not
a human audience, and usually does not obey search engines guidelines.
 Some examples of black hat SEO techniques include keyword stuffing, invisible
text, doorway pages, adding unrelated keywords to the page content or page
swapping (changing the webpage entirely after it has been ranked by search
engines).
 Black hat SEO can possibly result in your Web site being banned from a search
engine.
16
17
DISADVANTAGES OF BLACK HAT SEO
18
 If Google detects website of link spamming, link farming, keyword stuffing, or any
other illegal activities, it can ban your website from their search portal.
 Temporary high ranking switches to low ranking.
 Quality of the website goes bad.
 Permanently banned from search engines.
DIFFERENCE BETWEEN BLACK AND WHITE
HAT SEO
19
TO “FOLLOW” OR “NOFOLLOW”
 In addition to the above and in order to give webmasters a way to link to a website
without passing any ‘link juice’ (for example in the case of ads), search engines
introduced what is known as the “nofollow” link.
 This is a special tag you can add to a link.
 Example: “<a href=http://www.somesite.com rel=”nofollow”>Some Site</a>) that
tells search engines not to count the particular link as a ‘vote’ to the referenced
website.
 This was done so that you can link other websites from yours without taking the
risk of being caught for selling or exchanging links.
20
WHAT IS A GOOD LINK?
 First you should understand that link building it’s not only a matter of quantity but it
is a matter of quality as well.
 In other words it no longer matters how many links are pointing to your website but
it is more important from where these links are coming.
 For example a link from a normal blog does not have the same weight as a link
from New York Times or a link from Matt Cutts blog (head of Google Quality team)
is not the same as a link from my blog.
21
SOCIAL MEDIA
 Social media is part of ‘off-site SEO’ and if you think about it, it’s also a form of link
building.
 It should be noted that almost all of the links you get from social media sites are
“nofollow” but this does not mean that they do not have any value.
 Try to become a member of the most popular social networking sites like Twitter,
Myspace, Facebook, Linked In, Ecademy, etc., and create a profile of your own.
 By doing this you can extend your network online, get connect with your friends,
share things with each other, and promote your company/website to build an online
reputation.
 This is most likely the same as Web 2.0 (Participatory Web), which means you
have to show your active participation on a regular basis.
22
23
24
25
GOOGLE+
 Make sure your website has a Google+ page and make sure you’re sharing your
content via this channel.
 It's very likely that Google uses its own social channel as a signifier for ranking
content higher when it’s shared via the channel and achieved a certain number of
+1s.
 If you take time to grow your audience on Google+ it will simply increase the
possibility of +1s and therefore strengthen that signal.
26
 Blogging
o This is one of the most powerful ways to promote your company/website online.
o Write a blog of your own for your company/website and include lots of unique
content.
o Be precise in what you're trying to convey for the users in your blog entry and
promote your blog in blog directories and blog search engines.
o You can also promote your blog/website by posting comments in other service-
related blogs which allow links in the comments section that are crawlable by the
search engines (these blogs are commonly identified as Do-Follow Blogs).
o If you're not very good at writing content for blog posts, hire a guest blogger for
your blog and ask him/her to write precise and unique content so that your blog
can gain more credit from a search engine point of view.
27
SOCIAL BOOKMARKING
 Social Bookmarking is yet another powerful way of promoting your website, but
nowadays most people are spamming social bookmarking sites without knowing
how to use them.
 Social bookmarking is a way to bookmark our favorite web pages online to read
them anytime and anywhere if we are connected with the internet.
 Do some social bookmarking in popular bookmarking sites like Digg, Delicious,
StumbleUpon, Propeller, etc.
 You should be very careful while doing this and you must properly handle the tags
which are very essential to broadcast your news on a wide area network.
 The web pages we bookmarked at social bookmarking sites is considered as a
quality backlink in the eyes of search engines.
 This may increase your website traffic based on how effectively you have
participated. 28
29
 Photo Sharing
o Publish/share your website product pictures and make them public.
o Let your friends see them and comment on them too, which will help drive traffic
towards your website.
o Do this in major photo sharing websites like Flickr, Picasa, Photo Bucket, Picli, etc.
 Video Promotions
o Like with photo sharing, you can publish/share your product videos, expert
opinions, and reviews of your product and make them public in YouTube,
Metacafe, Dailymotion, etc.
 Local Listings & Yellow Pages
o Instead of going global and facing huge competition, make your website local so
that search engines can easily view your website and fetch the content.
o This will help you to reach a targeted audience. Submit your website to Google
Local, Maps, Yahoo Local, Yellow Pages, Superpages, Hotfrog, etc. 30
CONCLUSION
 Off-page SEO is as important as on-site SEO.
 If you want your SEO campaigns to be successful you have to do both.
 When thinking about link building don’t take the easy way, but try to get links from
hard-to-get places.
 The more difficult is to get a link, the more value it has.
 In the past you could easily get thousands of links and rank higher but nowadays
you have to do more than that.
 My advice is to forget about link building all together and put all your efforts in
making a great website, promote it correctly and everything else will follow.
31
32

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Off page seo

  • 2. INTRODUCTION  Off page SEO refers to techniques that can be used to improve the position of a website in the search engine results page (SERPs).  First we have to look little about SEO before starting more on off-page seo.  WHAT IS SEO ?  SEO (search engine optimization) is a method of changing the rank of a web page or a website in search engine results using keywords or phrases. Search Engines like Google, Yahoo, Bing, etc.  2 Types of SEO :  On-Page SEO  Off-Page SEO 2 On- page seo Off- page seo SEO
  • 3.  ON-PAGE SEO- On Page Optimization means optimizing your website and making changes on title, meta tags, site structure, site content, solving canonicalization problem, managingrobots.txt etc. 3
  • 4. OFF-PAGE SEO  Off-page SEO refers to activities outside the boundaries of the webpage.  most important are:  Link Building  Social Media  Social Bookmarking 4
  • 5. WHY IS OFF-PAGE SEO IMPORTANT ?  Search Engines have been trying to find a way to return the best results to the searcher.  Off page SEO gives them a very good indication on how the World (other websites and users) looks the particular website.  A web site that is useful is more likely to have references ( links ) from other websites ; it is more likely to have mentions on social media ( Facebook likes, tweets, Pins, +1’s etc. ) and it is more likely to be bookmarked and shared among communities of like-minded users. 5
  • 6. BENEFITS OF OFF-PAGE SEO  Increase in Rankings by getting more back links, website will rank higher position in SERPs. Through this website gets more traffic also.  Increase in PageRank Page Rank indicates the importance of a website in the eyes of Google. We know that, Page Rank values between 0 – 10. That’s why Google gives more relevant results to the searcher.  More Exposure By getting higher ranks means great exposure. While getting in the top position (a website), it gets more links, more visits, more social media mentions, impressions, etc. 6
  • 7. LINK BUILDING  Link building is the most popular off-Page SEO method.  Basically by building external links to your website, you are trying to gather as many ‘votes’ as you can so that you can bypass your competitors and rank higher.  For example if someone likes my page and references it from his/her website or blog, then this is like telling search engines that this page has good information.  More Good Quality Links are better.  Not all links are born equal though. One link from a high authority site is much better than many links from a bunch of low authority sites.  Be careful though, as artificial link building through the buying and selling of links or the use of automatic programmes to create links to your site are considered ‘Black Hat’ by Google and will result in penalisation. 7
  • 8.  Over the years, webmasters were trying to build links to their websites so that they rank higher and they ‘invented’ a number of ways to increase link count.  The Most popular ways are:  Directory Submission  It is purely based on how effectively we are selecting those directories and how efficiently we are choosing the category for submission.  Submit your websites to the topmost quality directories like DMOZ, Yahoo Directory, ZoomInfo, One Mission, Pegasus, etc.  Nowadays many web directories may offer paid listings but don't go for it. 8
  • 9.  Link Baiting  Link baiting is the practice of crafting content that is designed to get other content producers to link to it.  Suppose you have copied/published another website's news or content in your blog/website.  Don't forget to place their website link as a reference.  Do it for others and, if your content is trustworthy, let others do it for you.  This is another way to increase your link popularity. 9
  • 10.  The purpose is increasing the number of inbound links to your content and thus improving its performance in search engine results.  Examples of link bait, include breaking news, striking images, controversy, humor, educational material and applications. If your content has value for readers, they are likely to share the link. 10
  • 11. Cross-Linking o Link to internal pages within your site wherever necessary (this is commonly termed Internal Linking). o This increases your internal link popularity ,which is another major factor of Google Page Rank algorithm. o Also try to get a content link from websites/blogs that are related to your site theme. Try getting a link from within their site content using a targeted keyword as anchor text (much like Wikipedia does).  Article Directories o By publishing your articles on an article directory you could get a link (or 2) back to your website. o Some article directories accepted only unique content while other directories accepted anything from spin articles to already published articles. 11
  • 12.  Search Engine Submission  Submit your website to the most popular search engines like Google, Yahoo, MSN, Altavista, Alexa, Alltheweb, Lycos, Excite, etc., to get listed for free.  Link Exchange  Exchange links with service-related websites (this is commonly termed as Thematic Link Exchange) that can help increase your link popularity, which is a major factor of Google's PageRank algorithm.  Beware of Black-Hats while doing exchanges. 12
  • 13. Forum Signatures o Many people where commenting on forums for the sole purpose of getting a link back to their website (they included the links in their signature). 13
  • 14.  Comment link  The same concept as forum signatures where you comment on some other website or blog in order to get a link back.  Even worse, instead of using your real name you could use keywords so instead of writing ‘comment by safna’, you wrote ‘comment by How to lose weight’ or anything similar. 14
  • 15.  Forum Postings  Create a forum/online discussion board of your own and start a discussion or share topics with your friends.  You can also post/reply to a thread in other service-related pre-existing forums that allow links in your signature which can be crawled by the search engines (aka "Do- Follow Forums"). 15
  • 16. BLACK HAT SEO  In search engine optimization (SEO), black hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines.  Some examples of black hat SEO techniques include keyword stuffing, invisible text, doorway pages, adding unrelated keywords to the page content or page swapping (changing the webpage entirely after it has been ranked by search engines).  Black hat SEO can possibly result in your Web site being banned from a search engine. 16
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  • 18. DISADVANTAGES OF BLACK HAT SEO 18  If Google detects website of link spamming, link farming, keyword stuffing, or any other illegal activities, it can ban your website from their search portal.  Temporary high ranking switches to low ranking.  Quality of the website goes bad.  Permanently banned from search engines.
  • 19. DIFFERENCE BETWEEN BLACK AND WHITE HAT SEO 19
  • 20. TO “FOLLOW” OR “NOFOLLOW”  In addition to the above and in order to give webmasters a way to link to a website without passing any ‘link juice’ (for example in the case of ads), search engines introduced what is known as the “nofollow” link.  This is a special tag you can add to a link.  Example: “<a href=http://www.somesite.com rel=”nofollow”>Some Site</a>) that tells search engines not to count the particular link as a ‘vote’ to the referenced website.  This was done so that you can link other websites from yours without taking the risk of being caught for selling or exchanging links. 20
  • 21. WHAT IS A GOOD LINK?  First you should understand that link building it’s not only a matter of quantity but it is a matter of quality as well.  In other words it no longer matters how many links are pointing to your website but it is more important from where these links are coming.  For example a link from a normal blog does not have the same weight as a link from New York Times or a link from Matt Cutts blog (head of Google Quality team) is not the same as a link from my blog. 21
  • 22. SOCIAL MEDIA  Social media is part of ‘off-site SEO’ and if you think about it, it’s also a form of link building.  It should be noted that almost all of the links you get from social media sites are “nofollow” but this does not mean that they do not have any value.  Try to become a member of the most popular social networking sites like Twitter, Myspace, Facebook, Linked In, Ecademy, etc., and create a profile of your own.  By doing this you can extend your network online, get connect with your friends, share things with each other, and promote your company/website to build an online reputation.  This is most likely the same as Web 2.0 (Participatory Web), which means you have to show your active participation on a regular basis. 22
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  • 26. GOOGLE+  Make sure your website has a Google+ page and make sure you’re sharing your content via this channel.  It's very likely that Google uses its own social channel as a signifier for ranking content higher when it’s shared via the channel and achieved a certain number of +1s.  If you take time to grow your audience on Google+ it will simply increase the possibility of +1s and therefore strengthen that signal. 26
  • 27.  Blogging o This is one of the most powerful ways to promote your company/website online. o Write a blog of your own for your company/website and include lots of unique content. o Be precise in what you're trying to convey for the users in your blog entry and promote your blog in blog directories and blog search engines. o You can also promote your blog/website by posting comments in other service- related blogs which allow links in the comments section that are crawlable by the search engines (these blogs are commonly identified as Do-Follow Blogs). o If you're not very good at writing content for blog posts, hire a guest blogger for your blog and ask him/her to write precise and unique content so that your blog can gain more credit from a search engine point of view. 27
  • 28. SOCIAL BOOKMARKING  Social Bookmarking is yet another powerful way of promoting your website, but nowadays most people are spamming social bookmarking sites without knowing how to use them.  Social bookmarking is a way to bookmark our favorite web pages online to read them anytime and anywhere if we are connected with the internet.  Do some social bookmarking in popular bookmarking sites like Digg, Delicious, StumbleUpon, Propeller, etc.  You should be very careful while doing this and you must properly handle the tags which are very essential to broadcast your news on a wide area network.  The web pages we bookmarked at social bookmarking sites is considered as a quality backlink in the eyes of search engines.  This may increase your website traffic based on how effectively you have participated. 28
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  • 30.  Photo Sharing o Publish/share your website product pictures and make them public. o Let your friends see them and comment on them too, which will help drive traffic towards your website. o Do this in major photo sharing websites like Flickr, Picasa, Photo Bucket, Picli, etc.  Video Promotions o Like with photo sharing, you can publish/share your product videos, expert opinions, and reviews of your product and make them public in YouTube, Metacafe, Dailymotion, etc.  Local Listings & Yellow Pages o Instead of going global and facing huge competition, make your website local so that search engines can easily view your website and fetch the content. o This will help you to reach a targeted audience. Submit your website to Google Local, Maps, Yahoo Local, Yellow Pages, Superpages, Hotfrog, etc. 30
  • 31. CONCLUSION  Off-page SEO is as important as on-site SEO.  If you want your SEO campaigns to be successful you have to do both.  When thinking about link building don’t take the easy way, but try to get links from hard-to-get places.  The more difficult is to get a link, the more value it has.  In the past you could easily get thousands of links and rank higher but nowadays you have to do more than that.  My advice is to forget about link building all together and put all your efforts in making a great website, promote it correctly and everything else will follow. 31
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