Off Page SEO Techniques


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Get acquainted with off page optimization techniques for SEO.

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Off Page SEO Techniques

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