How to Execute Off-Page SEO Tactics

SEO means Search Engine Optimization, and off-page SEO means tactics employed at places other than the concerned website itself. SEO tactics are used to get your web pages among the top search results displayed by search engines. At one time, this was possible with on-page SEO, such as using relevant words at certain places in the code and in the body copy.

Webmasters abused on-page tactics and search engines began to give much more weight to off-page factors to determine relevance and importance. Off-page factors are less in the control of the webmasters and hence cannot be manipulated easily.

Like on-page SEO, off page SEO also starts with keyword research. Search results appear in response to specific search words, and you have to identify the words people use to search for your product or service. Tools like WordTracker, Keyword Discovery and Google Keyword suggestion help you identify the words searchers are actually using. You can then pick out the words that are relevant for your SEO campaign.

Off-Page SEO Tactics

Off-page SEO involves developing links pointing to your web pages from other Web locations. Many tactics are employed to generate such links. While employing the different tactics, there is one important factor you should keep in mind.

Search engines are looking for “natural” links. If too many links appear all of a sudden, or it all the links have the exact same words in the link text, it points to artificial link building, and the links are likely to be discounted by the engines.

We examine how to build “quality” links in this article. Quality means that search engines will give weight to the links while deciding the importance of the site to which they point to. Only quality links are worth the effort.

A short article like this cannot examine all the link building tactics in specific detail. Hence, we will focus on the link quality aspect in this article. Before that, we list the important link building tactics so that you know what we are talking about.

Major Link Building Tactics

• Authoritative content at your website can get other webmasters to link to you
• Once your site has some substantial content, submit it to reputed Web directories
• Press releases have the potential to generate numerous links pointing to your site
• Writing articles and distributing them to other websites is another good tactic
• Participate at social forums like blogs, discussion forums and social networking sites
• Create RSS feeds and submit them to feed directories
• Bookmark your site at social bookmark sites directly, or better, through third parties

The Issue of Link Quality

• Link text, i.e. the clickable words, must contain relevant keywords. Vary the text and keywords so that they won’t look like ads.
• Create links only at relevant websites. One way to do this is check whether your keyword-based link text is appropriate where it appears.
• Build links gradually over a period of time so that they look like naturally generated links.
• The best links are links from authority sites, i.e. topical sites that have high Google page rank.
• Home page URL must be consistent, say http://www.yoursite.com/. For other pages of the site, use the specific page URL.
• Link to multiple pages of your site, from multiple pages of source sites.
• Reciprocal link exchange has been discounted and has little value.

Carry out a sustained link-building campaign on a continuing basis. The more the number of good quality links, the higher your web pages and site will be in search results.

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