off-page search engine optimization
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Understanding Off-Page Search Engine Optimization
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RANKING ON PAGE ONE REQUIRES
A COMBINATION OF ON-PAGE AND OFF-PAGE
SEO EFFORTS
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IT IS IMPORTANT TO UNDERSTAND WHAT OFF-PAGE SEO IS AND WHY IT MATTERS
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GOOGLE NEEDS TO KNOW WHO YOU ARE AND WHY IT SHOULD PAY ATTENTION TO WHAT YOU DO
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OFF-PAGE SEO MAKES THAT
HAPPEN
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Successful SEO Requires Off-Page Activity
Are you a trustworthy website or blog?
Are you considered an authority over specific subject matter, topic, or industry?
Do you provide high quality content that will make users happy?
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Good SEO includes a variety of factors that help search engines understand the quality, authority, and trust of your website or blog. This is the nature of off-page SEO.
Off-page SEO factors help search engines answer those questions!
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Off-site SEO factors are like votes for the homecoming king or queen.
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Off-Site Data Points
v Brandmen)onsandcita)ons
v Socialmediaprofiles
v Socialmediaac)vity
v Userreviewsandrecommenda)ons
v Referringdomainsandbacklinks(inboundlinks)
v Localdirectoriesandindividualprofilelis)ngsv Domainregistra)ondata
v Hos)nginforma)on
Below is a sample list of off-site data points. While these are not all of them, they are the most important.
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Pro Tips for Optimization
Buildoff-sitedatapointstothemainURLplusindivdiualpages,posts,andproducts.
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BEFORE YOU START BUILDING OFF-PAGE SEO 2
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Prepare a Cheat Sheet
v Websitename
v URLs–mainandcornerstonecontent
v Contactinforma)on
v Phonenumber–localareacodeforsmallgeographicalfocusedsites
v Topsearchterms–yourtopfivesearchterms
v Shortdescrip)onthatusesthesesearchterms(25-50words)
v Longdescrip)onthatusesthesesearchterms
v Logofiles–varioussizesandfiletypesv Imagesusedinmainwebsitebrandingorforproductsandservices
When working on off-page SEO, it is best to consider the relevant data points and make sure you have these ready so you keep yourself on-task and on-target.
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CONSISTENCY IS VERY IMPORTANT
TO SEARCH ENGINES
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This is why you create a cheat sheet. It keeps you on-track and on-target!
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UNDERSTANDING BACKLINKS 3
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What is a Backlink? A backlink, also referred to as an inbound link, is created when a third party website or blog links over to your content. Backlinks help in driving brand awareness, website traffic, and help improve your organic search ranking.
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Themajorsearchenginesusealotofdifferentmetricstodeterminethevalueofexternallinks.Someofthesemetricsinclude:
v Thetrustworthinessofthelinkingdomain
v Thepopularityofthelinkingpagev Therelevancyofthecontentbetweenthesourcepageandthetargetpagev Theanchortextusedinthelinkv Theamountoflinkstothesamepageonthesourcepage
v Anumberofdomainsthatlinktothetargetpage
v Theamountofvaria)onsthatareusedasanchortexttolinkstothetargetpage
v Theownershiprela)onshipbetweenthesourceandtargetdomains
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Backlink are Important How do I truly know backlinks matter? Google tells me so in Google Search Console. If Google is giving you data in Search Console, you know it matters to Google and SEO.
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LINK BUILDING BEST PRACTICES 4
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What is Link Building? The process of link building is basically collecting these inbound links. There are a variety of ways to achieve link building, but please be cautious in doing so!
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Somekeypointsonlinkbuilding:
v Today’sconsultantsandwebsiteownershavetobeverycarefulaboutlinkbuilding.DoingitwrongwillputyouinaGooglepenaltybox.
v Playitsafeandfocusonbasiclinkbuildingviaqualitycontentandengagement.
v Buildlinksintothehomepage.
v Buildlinksintoindividualpiecesofcontent:v Pagesv Postsv Products
v Don’tstressaboutdofollowanddon’tfollow.Ifyou’reac)onsarelegit,yourarelyhavetoworryaboutifalinkisdofollowornot.
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Legit Sources of Link Building 17
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v Socialmediaprofiles
v Socialmediashares
v Blogsv Guestblogposts–becarefulv Pressreleasedistribu)on–becarefulv Locallis)ngsv Localdirectoriesv Newsorbookmarkingwebsites
v Reviewwebsitesv Sponsorships
v Groupsv Forums
v Associa)onsv Eventlis)ngsv Presenta)onsv Documentsharing
v Speakingengagements
v Webinars
v Videosv Podcasts
Pro Tips for Optimization
Googlehasclearlydefinedrulesonguestposts,pressreleases,andsponsorships.Beforeyouproceedonanyofthese,reviewGoogle’swebmasterguidelinesforqualitycontent.
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My Tactics of Link Building 18
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v Writequalitycontentpeoplewanttoreadandshare
v Beac)veinsocialmediaandplaynicewiththosearoundyou
v A\endand/orsponsorlocalandonlineeventsv Sponsorlocalsportsteams(yepyougetlotsoflocalbacklinksthisway)
v Speakatconferences(WordCampwebsitesandWordPress.tvarethebomb)
v Appearasaguestonpodcasts(you’veseenmealloverpodcaststhislastyear)
v Writeguestblogpostonselectsites
v Publishgoodstuff(YEPI’MSAYINGITAGAIN)
Pro Tips for Optimization
Ifyouproducequalitycontentandpar)cipateinthecommunityaroundyou,peoplewillnaturallylinktoyou,men)onyouandyourwebsite,andshareyourcontent.
YouthinkI’mheretodaybecauseCoryMillerismyBFFandIloveallofyou.I’mreallyhereforthebacklinks!OkandyouandCory.Butalsothebacklinks.
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Old Tactics I No Longer Use 19
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v Footerlinksinclientwebsitesorblogsv Keywordrichlinksinsidepressreleasesv Guestblogpostswithlinksinsideauthorbiosv Duplicatepos)ngofcontentacrossmul)plewebsiteswithkeywordrichlinks
v Linkexchangesv Anythingautomated
Real Life Confession
AtonepointIhadmyemployer’swebsiteremoveden)relyfromtheGoogleindex.ItwasbecauseIwasdoingblackhatSEOwithoutknowingit.Ididn’tgetfiredandIeventuallydidgetusbackintheindex,butdamagewasdoneandwehadtolaunchanewURLtoregainrank.
Ifyouaregoingtolinkbuild,knowtherulesbeforeyoustart!
PS–Thatwasoverwell10yearsago.I’mwayolder,smarter,andtotallywhitehatnow.
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DON’T BE A VICTIM OF BAD LINK BUILDING 5
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Google’s List of No No’s and Cautions 21
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v Automa)callygeneratedcontent
v Sneakyredirectsv Linkschemes
v Cloakingv Hiddentextandlinksv Doorwaypagesv Scrapedcontentv Affiliateprograms
v Irrelevantkeywordsv Crea)ngpageswithmaliciousbehavior
v User-generatedspam
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Link Schemes According to Google Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site.
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Thefollowingareexamplesoflinkschemeswhichcannega)velyimpactasite'srankinginsearchresults:
v BuyingorsellinglinksthatpassPageRank.Thisincludesexchangingmoneyforlinks,orpoststhatcontainlinks;exchanginggoodsorservicesforlinks;orsendingsomeonea“free”productinexchangeforthemwri)ngaboutitandincludingalink.
v Excessivelinkexchanges("LinktomeandI'lllinktoyou")orpartnerpagesexclusivelyforthesakeofcross-linking
v Large-scalear)clemarke)ngorguestpos)ngcampaignswithkeyword-richanchortextlinks
v Usingautomatedprogramsorservicestocreatelinkstoyoursite
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Link Schemes According to Google Additionally, creating links that weren’t editorially placed or vouched for by the site’s owner on a page, otherwise known as unnatural links, can be considered a violation of our guidelines.
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HereareafewcommonexamplesofunnaturallinksthatmayviolateourguidelinesifPageRankispassed:
v Textadver)sements
v Advertorialsorna)veadver)singwherepaymentisreceivedforar)cleslinks
v Linkswithop)mizedanchortextinar)clesorpressreleasesdistributedonothersites.
v Low-qualitydirectoryorbookmarksitelinks
v Keyword-rich,hiddenorlow-qualitylinksembeddedinwidgets
v Widelydistributedlinksinthefootersortemplatesofvarioussites
v Forumcommentswithop)mizedlinksinthepostorsignature
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BE SMART OR YOU’LL FIND YOURSELF IN SEARCH ENGINE JAIL!
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SOCIAL MEDIA IS A CRTITICAL ELEMENT IN TODAY’S SEO 6
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Ignore you Mom! Be a social butterfly.
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Why Social Media Matters Social media activity is a ranking factor for Google, so it will directly impact how your content is presented in search engine results pages. Saying this a different way – you cannot have good SEO without being active on social media.
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ImportantpointsaboutsocialmediaandSEO:
v Socialmediaac)vityhasreplacedsomevalueoftradi)onal(non-social)linkbuilding
v Socialac)vitycountsatawebsiteandindividualURLlevelv Typesofsocialac)vitythatma\ers:
v Followersandlikestomainaccount
v IndividualURLshares,likes,andcomments
v Yoursocialcloutcounts(whofollows,shares,andinteractswithyou)
How Do I Know Social Media Really Matters?
I’vetesteditwithmyownthemeproducts,blogposts,andpages.Thereisadirectcorrela)onbetweensocialac)vityand)metorankandposi)ononpageoneofSERPs.
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COMMON MISTAKES !
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Common Mistakes to Avoid 29
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CompletelyIgnoringOff-PageFactors
You’velaunchedyournewwebsiteandyouwroteoodlesofcontentandyou’redone.Right?Nope.Thatisjustthebeginning.
Youhavetofollowthatupwithoff-siteac)vity.GoodSEOrequiresbothonandoff-siteac)vity.Thatmeansthecontentisjustthebeginning.
JumpingintoLinkBuilding
Linkbuildingcanworkgreat,butitcanalsobeverydangerous.Beforeyoustart,makesureyouunderstandwhatislegalandwhatisn’tacceptedbysearchengines.
IfyouhireanSEOconsultant,makesureyouhaveaclearunderstandingofwhattheyaredoingsotheydon’tgetintrouble.
SelngUpSocialMediaProfilesandForgelngThem
“Ihavesocialmediaaccountsandhavehadthemforyears”issomethingIomenhavetoldtome.Theproblemsiftheysetuptheaccountsandforgetallaboutthem.
Socialmediaonlyworksifyouareac)veonthem.Ignoresocialmediaanditwillignoreyoutoo.
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Common Mistakes to Avoid 30
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OnlySharingOtherPeople’sContentonSocialMedia
TherearealotofpeopleItalktothattellmetheirveryac)veonFacebook,butitjustisn’tconver)ngintorevenueforthem.WhenIlookattheprofile,theyarepos)ngcontent,butnoneofitroutesbacktotheiractualwebsite.
Socialmediaisgreat,butrememberthegoalistoroutepeoplebacktoyourwebsiteorblogandbuildlinksforyourcontent.Feelfreetosharecontentofothers,butdon’tforgetyourowncontent.
TalkingtoNoOne
AnothersocialmediablunderIseeispeopleareac)vewithpostsbuthavenoonefollowingtheirprofiles.Thatmeanstheyarebroadcas)nginforma)ontovirtuallynoone.
Successfulatsocialmediaeffortsmeanstobeinterac)ve.Youcanonlydothisifyouinteractwithothersandhaveotherpeopleinterestedinyouandyouraccount.
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QUESTIONS & ANSWERS ?
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Thanks for Coming Today!
RebeccaGillFounder of Web Savvy Marketing Instructor at DIYSEOcourses.com @rebeccagill on Twitter
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