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Importance of Off-Site Optimization
Written by: Nick Hantge
A few years back, web developers or SEO experts only needed to focus their efforts to “On-Site optimization”. This means they needed to have appropriate Meta tags, create a sitemap, they needed their pictures to be labeled and correctly link their pages throughout the site. Only 5-7 years ago, this would get them on the front end of the searches related with their website content.
Today is a completely different story. I’ve said it before and I’ll say it again; the search engine optimization (SEO) you do off your site is more important than the SEO you do onsite now days. What I mean here is because of the sophistication of search engines today, there are many more factors that go into the SEO equation to achieve “Above the fold” placement organically. I feel the more powerful factors have to do with “Off-Site optimization” Don’t get me wrong, if you’re content is not relative to the searches you are going for, it will be much more difficult to obtain those results but it is possible.
So what is off-site optimization anyway? Off site optimization is all of the work you can do to promote your website without actually doing anything to the site itself. Things like building relevant backlinks, using social networking to increase traffic, and video submissions are just a few examples of off-site optimization.
Backlinks: Think of search engines judging every website like it’s a popularity contest. Every backlink to a website counts as a vote. As a search is submitted to a search engine, they gather which sites have relevant content and of those they rank them accordingly to the votes they receive (number of backlinks). Now anchor text adds even more madness to the equation. If you have anchor text pointed at your domain with the keyword or phrase you are trying to be found in, that vote has more weight than a regular backlink. At the end of the day, if you had a million backlinks with anchor text reading “BMW parts”, it’s a pretty good chance you would be in the top three results for that search term regardless of the page content.
Tip: Join a Forum or a discussion board related to your services or product and start adding useful posts. Link to your website in your post or signature.
Social Networking: With all of the buzz with Twitter and other social networking sites, now is the time to take advantage of the traffic that can be developed. Just creating an account and writing a few posts is not going to do the trick. You need to be creative just like anything else in your campaign and create excitement about your service or project. Offer discounts, link to blog posts which then link to your site or some bigger companies even use the social networking sites as a form of customer service. Everyone has a technique or social networking, many are bad but there are a few that are good and working excellent.
Tip: Create a LinkedIn page and add as many business professional in your area and send them all a message about your services and offer a discount.
Video Submissions: You might be wondering what creating, editing and submitting a video would have to do with search engine optimization but there are many benefits. First of all, a video is a good way to connect with potential customers. A client testimonial will give you credibility while a message from an employee or owner will create a sense of trust.
There are great video repositories out there, maybe you’ve heard of YouTube.com or Viddler.com? More and more people are using these sites to host videos, create commercials for the business and increase the traffic to their web site. Recently, YouTube.com just passed the 100 billion viewed videos in one month, pretty dang impressive. Geek.com reports YouTube.com overcoming Yahoo© taking the number 2 search engine. Don’t you think it’s time you start taking advantage of the traffic? Make sure you have a YouTube.com video that points to your website.
Tip: When you create a video to YouTube, you have the ability to put in keywords. Use this to your advantage and attrack more viewers looking for your services
Hopefully you now understand the importance of off site optimization and have picked up a few techniques to try yourself. Remember, SEO is not something that happens overnight and certainly is very time consuming.
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