Your Website is Good, Your Off Page Optimisation is Just Off

off page optimisationOff page optimisation is the process of doing things away from your site to encourage other sites to link back to you and the search engines to increase your standings.

If you create a great website, that is useable and filled with useful, relevant and fresh content, you will naturally find that other sites point towards your site in recognition of the great work that you are doing.

To Google, a good number of inbound quality links pointing to your site signals that your site is relevant, authoritative and trustworthy. The volume of social shares is also vital so, to generate as many high quality links back to your site as possible you should;

Make your content good enough to share.

Without fresh original, relevant content that people want to and feel compelled to share you are really going to struggle to build authority to your site. Think about the questions that people ask of you and your business and answer them. Be the first to break news relevant to your industry and you will find your material gets shared and linked back to.

To see more content ideas click here…

Make your social sharing buttons highly visible.

If something is not blatantly obvious and by that I mean staring you in the face then people will not do it. If you make it hard for people to share your content or go searching for the sharing tools. The chances are your content will not get shared.

Submit and syndicate content to other high traffic sites.

Ultimately the goal is to get people on your website, interacting with your content, subscribing to your newsletter and becoming your customer. The fact of the matter is in order to get to that level you need people to see your content, love your content and share it. The more people that see your content; even if it is on other platforms; Facebook, Twitter, Google+, the greater the chance you have of these people taking the time to visit your sites and becoming patrons of yours.

Register your site on targeted directories.

For most industries and niches there are targeted directories that allow you  to advertise your business; name, address, telephone number and a link back to your website. A listing in a relevant directory can provide a reference to your site but also can bring targeted users to your site.

Many of these directories will try and convince you to pay for a ‘sponsored link’. Before you do find out what you can about the level of traffic to that specific page, not the website in general, the expected click through then if you know your websites conversion rate, way up whether a link would be of value to you.

Favour One way links over reciprocal links.

A reciprocal link is a link between two sites A and B. One linking pointing to A from B and one link pointing from B to A.  Although Google is not so keen on reciprocal links and has devalued their status, reciprocal links from relevant niche sites can still add value to your site. However you would get greater value from your site with a targeted one way link; website B pointing to your site A, although these are harder and require more skill to acquire.

Get local citations

Local citations are similar to business or niche related site links however the links are gained from other websites located in the same region you are targeting. These localised links then alert Google to the area in which your business operates and with enough links will start to show targeted to results to users searching within your area. You can use sites such as Yell, Thompson local etc.

Post Comments with links in forums and news sites.

Search for niche and relevant forums or news sites within your industry and comment on the posts. Take your time to read the post and leave a value adding comment with a link back to your site. The more value you can provide to the conversation the greater chance you have of people following that link to find out more about you and your business.

Submit Linked content to Web 2.0 properties.

Web 2.0 properties are high traffic sites such as Digg.com, Hubpages.com and Squidoo.com. Create a piece of content that talks about some of the key areas in your niche and publish it on these sites again linking back to your original site. If the content is compelling enough human visitors will follow the link back to your site and the link will get recognised by the search engines and count as a citation for your site.

Make your links keyword rich.

When you leave a link on another website pointing back to your site, Make sure that the text that is the hyperlink; known as anchor text is related to the keywords that you target. By doing this Google notices that there are links back to your site referencing the same or similar keyword terms to how your site is telling Google it wants to be seen, thus creating a relevant link, which holds more value.

The work and effort that goes in to your off page optimisation is as important if not more than the work that goes into your on page optimisation when producing your site. Off page optimisation is a continual process that needs to happen month after month after month. If your site stops getting links from other sites, stops getting articles shares then in the eyes of Google it loses relevance and will eventually be pushed down the search engine results pages by fresh new content from other sites.

In order to dominate the search engines you need to have a clear and strategic approach to search engine optimisation that involves the creation and syndication of relevant, trustworthy and authoritative content. The greater the value of your content the less effort you have to put into sharing the content because you’re passionate following will do that for you.

Off page optimisation shouldn’t stop. If it does the chances are your competition will capitalise on this get more citations, get the top spots in the search engines, the lion’s share of the traffic and reap all the rewards in terms of revenue and sales.