SEARCH ENGINE OPTIMISATION (SEO) - OFF SITE
Off-site Search Engine optimisation relates to work you do off your website to drive traffic to it. Your control over off-site SEO is more limited and generally requires more effort than on-site SEO, but both are necessary if you expect to make it to the top of search engine rankings.
Off-site SEO is more about promoting your brand and image than coding your website. Search engines like Google will rank your site according to the way it perceives your site to be worthwhile, informative, relevant, trusted and accurate. For example, if you run a photographic business which sells cameras you may want to think about a parallel website which reviews cameras. The site where the reviews are posted will develop its own value according to the professional quality of the reviews and the number of people that visit to read the reviews. Over time you will build credibility as a professional camera reviewer. Once the review site has gained a high trust level and becomes popular, other websites may quote from it and include a backlink to the appropriate review. And every link improves your search engine ranking.
Now you add links and advertisements from the review site to the camera shop site, as well as adding links from the cameras to the review site, so potential buyers can read the reviews. These added links from the review site to the camera shop site have high value and promote the search engine ranking of the camera shop site. Equally the backlinks from the camera shop site to the review site boost the search engine ranking of the review site. It's a win-win situation.
You can extend this by creating a Facebook page for the camera shop website and the review website and keep entering interesting posts which direct the readers to either website. Start a blog as well, and post interesting articles about photography and how to take the best pictures. Again with links back to your other websites. Every link you can create or persuade someone else to create on a reputable website or social media site will boost your own site's credibility and hence improve its search engine ranking.
Get your name and website links onto directory pages related to cameras and photography, join photography forums and post entries regularly. Make them sensible and informative, so people follow your links back to your websites. You can also post videos on YouTube.
Another link building technique is to exchange links with other websites. Be careful to select sites that are complementary to your business but not in competition with it. Perhaps there is a camera repair business locally. You can incorporate a link to that business on your website and in return they put a link to your business on their website. Make sure that they are reliable businesses with respectable search engine rankings so they make a positive contribution to your own ranking.
Another way to build traffic, credibility and reputation is to use pay per click advertising on Google. Choose the appropriate search terms carefully so you appear on the pages you want.
If you want to go the whole way, write articles and press releases for newspapers and magazines, ensuring that the URLs for your websites appear in print. That will also drive more people to your websites and raise your credibility, which in turn raises your search engine ranking.
How far you go up in the rankings depends on how much effort you are prepared to put into your off-site SEO campaign. If your business warrants it, you may hire a specialist to handle the work, or even employ someone in your business to write articles, reviews and post to blogs and social media sites.
Just a word of warning though. Bad links to your website will hurt your search engine ranking. If Google or one of the other search engines detects that the links to your website are artificial and are just a scheme to boost your ranking, then your search engine ranking will drop hugely or your website may even be delisted on Google. So, what are bad links? Generally they are links you have paid for but which are not marked as advertising, or links obtained through a link scheme (1000 links to your website for $35 type schemes), or links from article marketing sites with poorly written, low quality content with a main focus on anchor text, or links from dangerous websites that have been flagged for malware or even spam.
">Always focus on building links to your website slowly - maybe even just one or two a month - and ensure that they appear on quality, reputable and authoritative websites. The better and more interesting your websites are, the more likely it is that other great websites will want to link to you.