Jul 16, 2009
What is an Off page Optimization?
SEO page optimization includes both on-page and off-page optimization. There's a big difference between the two and you should not rely on one at the expense of the other. Off page (Off Site) optimization are strategies for search engine optimization that are done off the pages of a website to maximize its performance in the search engines for target keywords related to the page content.
Off page search engine optimization consists in optimizing all the factors not dependent on a page that are important for search engine visibility (getting a high position for a “Service” or “Services” in Search Engine Results Pages). Off page search engine optimization is supposedly the complement of On Page (On Site) Optimization. The main factors in off page optimization are the External Links (back links) in other website page to your page. The figure shows the relative place of what is usually called off-page optimization in the totality of Search Engine Optimization factors.
One thing you can see from the figure is the "off page" is generally a misnomer. What most search engine "experts" describe as "off page" optimization is off site optimization. There are optimizations to be done in the Web site that can help any and all pages - these are discussed in Website SEO design factors. A second thing that the diagram hints at, is that the links from a page. As well as links to a page, are important in determining how well it will rank for a topic in search engines.
How to achieve Off-Page Optimization
The most important strategy for off page optimization is getting links to the page from other Websites and linking to the page within your Website to turn it into a doorway page or portal. The best links are those that you get from high ranked (highest Google Page Rank) Websites and Web pages. Links that come from paid directories, link farms or pages with 0 Page Rank will not help much.
Links should contain appropriate Anchor Text and should preferably come from relevant Web pages. A link to the page that just gives the URL or a link that says "Click Here" may help increase the authority of the page, but it won't raise the position of the page very much in search results for keyword. If several different keywords are used to link to a page after it attained a high position for one keyword, the new links do not seem to detract from the positioning for the original keyword. If you are thinking of sabotaging competition by linking to them with an irrelevant keyword, don't do it.
Sources of external links include: Your own Affiliate websites or web logs, link exchanges with related sites, directories, unsolicited links from other people's websites, social networking Web sites (facebook, mixx, twitter, digg, tumbleupon) forums and comments in any Web logs. Because of the way the Google Page Rank algorithm works, it is best to get links from high ranking websites and web pages. It is better to get links from many different sources, but internal repeating links within your own Web site are counted as well.
How Importance of off-page optimization
At one time it was thought that for Google at least, off page optimization got a weight as high as 80% relative to on-page optimization. It clearly did have more importance three years ago. However, the algorithm was quickly abused by people who created thousands of links to irrelevant Web pages ("Google Bombing"). A gambling site might, for example, latch on to a popular keyword like "warez" and generate a lot of links for "warez" that would link to their exploitation Website. That is one species of Black Hat SEO. Another sort of abuse was linking a phrase such as "complete failure" to a page about Barack Obama or another politician. Google started looking a bit more at page content and also instituted specific filters that would check low probability phrases in anchor text. However, off page optimization is still very important.