SEO Step 4 - Off page optimisation

Off page optimisation is all about increasing the number and quality of links to your site. Google uses PageRank as a way to show the importance of these links. Below are the key strategies to increase the number of inbound links. We can help you identify the most appropriate linking strategies for your business.

a) Search engine submission

Search engines will not index your site if they are unaware of the site in the first place. You will need to submit your main site URL to the web search engines.

b) Inbound links from other sites

Search engines give great importance to inbound links. The keywords used in the inbound links are also critical. It takes a significant amount of time to create manual quality links from industry-related websites. Avoid registering with link farms.

c) Directory submission

Submission to directories will increase you ranking. Some pay-for directories may still have some impact on your ranking, although search engines are starting to reduce the importance of paid-for links

Main directories are:
• Open Directory (DMOZ) – free, managed by volunteers and takes a long time to be added (months)
• Yahoo Business Directory - $299 yearly. Costly but worth while

d) Industry sites

Add your site to your industry directory, to trade association sites (even if you have to pay for the link), partner sites. There is little worth in premium listings from these directories, unless your target customers visit the site regularly.

e) Reciprocal links

One-way links are much more important than reciprocal links, as these reduce the PR of your site. If you decide to have reciprocal links, add them to a remote page on your site, try to link to sites with similar content and always seek reciprocal links from site with a PR higher than yours – the quality of links counts more than the total number of links. Remember, it’s the page PR that counts, not the homepage PR.

f) Get links from articles

Write articles in your area of expertise, and add links back to your site.

g) Do online PR

Send press releases to online PR agencies, like PR Web.

h) Begin a business blog

Begin a blog, get people in your industry linking to you. Make this information available via RSS feeds.

i) Forums and blogs

Post comments on forums and blogs, with links back to your site. Usually your signature is the link back to your site.

j) Offline promotion.

Add your URL to stationary, brochures, email signatures, press ads, classified ads, trade magazines, event and exhibition material

k) Paid for traffic

Research banner advertising, pay per click (PPC) search marketing, affiliate marketing, email marketing, use shopping comparison sites / auction sites