Shane Walker here and in this video, the
latest in our SEO basics series is part
one of the fundamentals of off page
optimisation. If you have followed our
previous post on how to implement the
correct on-page optimisation you are now
ready to take the next step and start
getting some visitors to your website. So
what is off page SEO off page SEO. Also
known as off site, is anything that is
not on your actual website that has
either a direct, or an indirect influence
on either your search rankings or your
position and authority in the eyes of
the customer . Off page SEO is conducted
to ensure that we are getting the
maximum benefit from our on-page SEO
efforts. It is important to understand
that both on-page and off-page SEO are
completely dependent on one another.
Without the correct on-page factors all
of your off-site work will be wasted. On
the flipside no matter how good you are
with your on-page factors, in the absence
of any off page elements your website is
just not going to rank and get any
visitors. So why is this important to you?
Well websites live in cyberspace, unlike
a traditional bricks-and-mortar business
there is no passing traffic. Nobody is
just going to drive past or find your
website without some form of link,
article or recommendation to do so. So it is
a common misconception with business
owners that if they get a online
presence in the form of a website, then
people are going to automatically find
that website and start purchasing their
products and services. No matter how good
your website is, no matter how well you
have done your on-page SEO. If you don't
take steps to drive people to the
website either directly, or in the form
of search engine rankings. Then nobody is
going to be able to find you. And that's
where off page SEO comes in.
So what are the benefits to you. Off page
SEO serves two purposes.
It gets visitors directly to your
website either by following a link, or
looking up your website after consuming
an informative piece of content. That
content can be in the form of text, audio
video, graphics or a combination of any
of those. The correct use of links also
raises the authority of your business
and helps position you as an industry
leader and subject matter expert. Which
can cause a rise in the search engine
results and bring more visitors to your
website. Link building and on-page SEO.
The goals of the search engines and your
customers are aligned. The search engines
want to present the most authority and
relevant answer to a search query which
is exactly what the searcher is looking
for. Whilst at times complicated and
highly technical, the search engine
algorithm is primarily a link based
algorithm and as such the majority of
off page SEO consists of authority of
high quality link building. Search
engines look at links as a vote of
confidence in the website that they are
pointing to. And with all other things
being equal the website with the most
high quality and authoritative links.
Note that I did not say the most links,
will outrank the other website. Whilst
there are many types of backlinks they
can all be broken down into three basic
categories. Natural links, these are links
that are gained without any knowledge of
the owner of the website that they are
pointing too. Generally what will happen
is that somebody will consume an
informative piece of content on your
website and believe it to be of value to
their readers, so they will link to it
without your knowledge. Manually built
links, these are links that are
deliberately acquired through activities
such as posting on social media, asking
customers to link to your website as
well as asking influencers in your
industry to share your content. Self
created links, these are links that you
have placed on content specifically for
the purpose of driving both traffic and
authority back to your website. Some
examples of self created links are press
releases, posting articles to industry
related journals as well as creating
business citations for local SEO on
directories such as Yelp true local and
Yellow Pages online. Regardless of how
you obtain the links the ones that will
be of most benefit to your SEO are links
that pass on the most trust and
authority to your website. Some factors
that influence the trust and authority
of a link include the authority of both
the page and the site that is linking to
you. How relevant the page is to the
topic of the page it is linking too. The
trustworthiness of the linking website
and the number of other links on that
linking page. A great resource to
ascertain the authority of a page or a
domain that is a potential link source
is SEO Moz's open site Explorer.
Whereas if you are looking to evaluate
the link profile of a website you can
use majestic SEO. Another benefit of off
page SEO that is often overlooked is that
it creates increased brand awareness.
If your website is being mentioned and
seen across the Internet it also helps
position you as a subject matter expert
and an industry authority. If you were to
place yourself in the shoes of a
potential customer, it is highly unlikely
that someone will wake up and say to
themselves "I really hope that I can buy
something today from somebody that I
have never heard of". So by carrying out
the correct off page SEO your potential
customers will get to see your message
before hand, and as a result they will
get to know, like and trust you. So that
when it comes time for the purchase you
are at the forefront of their mind and will
be the logical source to complete the
transaction. So that is all I have for
part 1.In part 2 I will go through
strategies that you can implement to
carry out your on-page optimisation. If
your other sort of person who
understands the importance of off page
SEO, but doesn't have the time to do it
yourself then our search engine ranking
packages may be just a good fit for you
and depending on where you're watching
or listening to this. You can find out
more by clicking the link either above,
or below. Also you can download a PDF
transcription of this training and by
doing so you will get free access to "The
Vault". Our members only area where you
can access all of our reports and cheat
sheets. So download that now and I'll see
you in the members area.
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