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Off-site Optimization Factors
Many years ago, it was possible to secure top search rankings simply by repeating your keywords more often on the page than someone else did (known today as ‘keyword stuffing’).
But something happened that changed the way websites ranked within the major search engines (in particular Google).
Their new alogorithm determined that if enough quality sites were linking to a particular site, that it should be given more weight in the search engine results. So understand that off-site optimization can basically be summed up in only one word – backlinks.
A backlink is established when someone places a hyperlink on a page on their site that points to a page of your site. If someone were to click that link, they would be directed to your site.
The basic concept of linking is that other website owners discover your site and decide to link to it because the page that they link to offers value to their own site users.
This is why Google places so much emphasis on the importance of backlinks. If other website owners are ‘voting’ for your site, this must suggest that your site offers the kind of quality that Google wants to give their search engine users.
Consequently, the more links you have, the nearer to the top of the search results Google will push that linked page.
Backlinks are a vital component of any website’s traffic plan. With a proper backlink plan in place, a website can shoot to the top of the search engines, even for some remarkably competitive keywords (and at no cost).
However, relying on other people to create link to you could take months or years. Hence, there are many tactics and strategies that you can adopt through which you can generate links yourself.
In addition, there are certain things to be aware of when you are attempting to build a link network through your own efforts. What Google want is a link network around your site or blog that appears to be entirely natural.
There are however some misconceptions about what is natural and the relative value of different kinds of links. For instance, some marketers believe that you should only look for links from sites that are directly related to your subject matter.
From my own experience, this is wrong. Whilst there may be some truth in the notion that a link from a directly related site has a little more value than a link from a site that is not so obviously related, all links HAVE value.
Furthermore, in a natural link network, there is no way that every link is going to be from a site that is directly related to yours. For example, imagine that you have your own political blog and that you discover a major scandal brewing. Think Bill Clinton and Monica Lewinsky for an idea of what I mean.
If you were breaking this story, is it likely that every other site that mentions and links to it is going to be a political site/blog? I don’t think so.
This helps to nail another common misconception about what Google might consider to be natural too. If you broke a major story like this, is it more likely to generate one link or 1000?
See, contrary to what many marketers might suggest, it can be a perfectly natural phenomenon to see a very large number of links created to your site in a very short period of time.
This is not however meant to suggest that you should go crazy. There is no doubt that it would look artificial if you had six-month-old site with only five links that all of a sudden acquired 5000 new links in one day.
Nevertheless, links from other non-related sites are valuable and an integral part of your natural link network and if there are sudden surges in link activity, this is not necessarily unnatural either.
So ultimately, what you want is to have a VARIETY of backlinks coming from different sources of different Page Rank as well. This is also known as link diversification, and the main aim is to make your backlinks appear natural to Google.
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Obviously, there is a lot more information than one article on the subject of off-site optimization factors can supply. This brief article is just a start, and the next step would be further research. In any case, the tips in the article may set you on the road to a more in depth study of the subject of off-page backlinks.
