The Truth About Off Page SEO
Off page search engine optimization is the process of promoting your site off page. Off page SEO is generally broken down into two things; social media and link building. Mainly the latter, off page SEO is more important than anything else.
As I’ve said before, off page SEO is limitless. There is no limit to the number of links you can build or the popularity of your site. With on page SEO, you can only do so much. That’s why off page SEO is superior to on page. So first there is social media.
A few years back you could seriously argue the fact that social media wasn’t important and that you didn’t need to it to rank well in the search engines. A few years ago I agreed, social media wasn’t important whatsoever.
In 2011, Google made a few changes to its algorithm which altered the game of search engine optimization forever. The updates that kicked off in 2011 made social media a vital component of SEO. That’s not to say that it’s essential, because it’s totally not.
In fact you can still rank for some of the most competitive keywords in the world using old school link building alone. However, social media will greatly enhance your off page optimization campaigns. Social media makes your link building seem more natural, it also helps you rank quickly and of course, it boosts your rankings.
There really isn’t that much you can do with social media apart from:
- Build A Community
- Setup A Fan Page
- Setup A Twitter Account
- Create An Announcement Network
- Encourage Social Sharing
I can’t go into them all here, but I’ll give brief explanations. Building a community is essentially getting all of your visitors to follow you on your social profiles. So when you publish new stuff, you can share it on your social profiles (facebook, twitter etc) and your followers will see it and return to your site/blog to check it out (kind of like a tribe).
Setting up a fan page is pretty straight forward, no explanation needed, the same goes for Twitter. Creating an announcement network is a great way of using social media for off page SEO. It’s basically setting up a group of social profiles to syndicate your content onto. I personally use Ping.fm for setting up my announcement networks.
Really simple, join 30+ social networks, connect them to Ping.fm and whenever you publish new content on your website/blog, use Ping.fm to syndicate it onto all of the social networks/profiles.
The second main component of off page SEO is link building which as the name suggests, is building links. If you want lots of search engine traffic, link building should be your first priority. It’s far more important than anything else. More important than on page SEO, site authority and despite what others say, more important than “good” content.
Gaining links from other websites used to be a difficult task. Which is why a single backlink from another site would literally result in you dominating the search engines. But times have changed. If you want to see the slightest boost in rankings, you need a variety of backlinks from a diverse range of IP addresses and websites.
You don’t just need backlinks in quantity, you need them in quality, and you also need the perfect mix of anchor text. My point is link building isn’t as simple as it once was. If you start using the strategies you had success with a year ago, you’ll probably fail today.
If you build thousands of backlinks overnight all using the same anchor text, you may well hit page one of Google next week, but what about in 2 months time?
Link building is the part of Google’s algorithm that can easily be manipulated. Every day new bots, services and link building tools emerge out of nowhere. While at the same time Google is getting increasingly better at identifying artificial backlinks.
Spinning content you found on a random article directory and blasting it to a thousand sites will no longer get you the long term rankings you need to succeed online. So what’s the solution?
Mimicking white hat search engine optimization using black hat tactics. While at the same time throwing in some social media and excellent site content.
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