Off Page Optimization

Domain Authority• Web Metrics and a score on a 100 point scale developed by Moz that predicts

how well a website will rank on search engines. It measure the predictive ranking strength of entire domains or subdomains

DA = linking to root domain + number of total links + MozRank + MOzTrustPage AuthorityIt is the strength of Individual Page ( PA = Moz Rank + Moz Trust)Tools to check Domain Authority – Open Site Explorer www.moz.com/researchtools/ose/How to Influence this metrics?It is a difficult Metrics to Influence, The Best way to improve DA – 1. Over all SEO will contribute to – DA 2 . Link Building with good Link Profile – which influences Moz Rank and Moz Trust by getting more links from other well liked to pages

Page Rank• PageRank is an algorithm used by Google Search to rank websites in their search engine results. PageRank

was named after Larry Page, one of the founders of Google. PageRank is a way of measuring the importance of website pages. According to Google:

• PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites.

How to Influence?

• Quality Back Links

• Tools to check Page Rank

• http://checkpagerank.net/

• http://www.prchecker.info/check_page_rank.php

Page Rank

Link Building = Relationship BuildingLink Building

Back Links• Backlinks, also known as incoming links, inbound links, inlinks, and inward links, are incoming links to a

website or web page. In basic link terminology, a backlink is any link received by a web node (web page, directory, website, or top level domain) from another web node.

• In search engine optimization (SEO) terminology a backlink is a hyperlink that links from a Web page, back to your own Web page or Web site. Also called an Inbound Link (IBL) these links are important in determining the popularity (or importance) of your Web site.

• Types of Links:• Nofollow• Dofollow• Natural • Unnatural links

• Nofollow• Dofollow• href=”https://www.metricsmania.com/” rel=”nofollow”>Link Text</a>• <a href=”https://www. metricsmania.com/” rel=”dofollow”>Link Text</a>

Nofollow / Dofollow – Link Juice / Passing Authority

• A ‘rel’ attribute points at the way Google should consider such links when calculating its value and assigning a position to the linked site in search results.

• Google consider nofollow backlinks as simple HTML text. Such links doesn’t feed any “link juice” (the points that form search engine ranking) to the referred website, playing zero role in its PageRank.

• As opposite to these, dofollow links pass “link juice” and play direct role in PR building

• Dofollow inbound links directly form the page position in search results. However, too many dofollow links from similar sources may be considered as spam by Google. That is why it is important to diversify dofollow links sources and add nofollow links too. The latter ones also have benefits:’

• Code Syntax :• <a href=”enter your url or the url you are linking to here” rel=”nofollow”> this is where your keywords go to that you are

linking off of </a>

When to Follow nofollow and dofollow• Is the link internal or external? – (Dofollow) / nofollow) – DF support u r interna linking

• Why am I linking to this site? – if link ads relevancy and value -df

• Is the site you are linking to relevant content wise? – if u visitors are linking to relevant section -df

• Do you think this site will be around and the page you are linking to will always contain relevant content? – Nofollow if site has long lasting credibility

• Is the site you are linking to authoritative? – s – df / n- nf

• Is the page on the site you are linking to relevant to the article you are writing? S-df

• What other sites are linking to them? – SEO neighbourhood

• What sites is this one linking out to? - • Does this site outrank you for your target terms in the search engines? – nofollow.

Natural and Un Natural

• Link Between Similar Topic: Both donor and acceptor sites have the same topic – this gives bigger chances for attracting target traffic.

• Natural Link Anchor : The link anchor must be natural: of course, it’s normal to use keywords, but it is very useful to diversify the anchor list by adding image URLs, using anchors like ‘here’ or simply use text URL of the site.

• Link Logic : The link in the text must have logic, without reference to specific page block, i.e. the link should be located in some spontaneous place on page, not in a special box for links.

Dos and Donts of Link Building

• Five tips to smooth the way to a high-value link profile:• Do competitor researches periodically to find new link sources.• Don’t be shy for linking out – Don’t be a hoard and refer to thematically

appropriate websites in your content by NOT using rel="nofollow" tags. Just be natural!

• Use your anchor texts correctly combining keywords with your brands. It's the mix!

• Create a resource or link page to refer to related websites you know already.• Be active and up to date in selected social bookmarks to create a good

impact for search engines and to build communities.

Link Building• Directory Listing

• Alumni , .edu, .gov links

• Sposorship : Charitable Organizations

• Guest Posts

• Press Release : prweb.com, prwire.com, newswire.com

• Event Marketing: Eventbrite.com, meraevents.com, yelp.com

• Contests

• Send product for review

• Offer testimonials

• Job Postings

• Write A guide, e book, informational content

• Events, and speaking enagements

Local SEOLocal Listing

Google My Business

High Performing Local Listing Portals

• IndiaMart – One of the Largest Online Local business Listing website in India. Having 6 PR, with India Mart Alexa Rank is 93 In India on 1st April 2015.

• JustDial – One of The Biggest Online Local Business Listing Site in India that Connect Users to Suppliers & Dealers. Having PR 5, with Justdial Alexa Rank is 32 in India as on 1st April 2015.

• http://www.tutorialwatch.in/seo-off-page/country-specific-classified-sites-list/indian-business-listing/#pr-2-or-1-dofollow-indian-local-business-listing-sites-list

• http://www.tutorialwatch.in/seo-off-page/country-specific-classified-sites-list/free-indian-classified-sites-list/

H Cards• What are H Card?• A hCard is a Business Card with information, a hReview is a review (on a movie, business,

restaurant, etc…), and other cards can even include recipes (very important for measurements).• http://microformats.org/code/hcard/creator

• hCard is a simple, open format for publishing people, companies, organizations on the web, using a 1:1 representation of vCard (RFC2426) properties and values in HTML. hCard is one of several open microformat standards suitable for embedding data in HTML/HTML5, and Atom/RSS/XHTML or other XML.

Why are they useful?

• hCards are useful for a few reasons:

• Search Engines are told what kind of information each element contains. The search engine can now tell the difference between a street and a state.

• hCards make this information available to others for download. There are quite a few extensions for Chrome and Firefox that can export the data into an address book format.

• But most importantly, this information can be used for Local SEO.

Google has launched Penguin  • Alogorithmic update with intense focus on flushing out sites that were benefited from LINK SPAM• The Penguin Update launched on April 24. It was a change to Google’s search results that was

designed to punish pages that have been spamming Google. If you’re not familiar with spam, it’s when people do things like “keyword stuffing” or “cloaking” that violate Google’s guidelines.

• Google’s link disavowal tool allows publishers to tell Google that they don’t want certain links from external sites to be considered as part of Google’s system of counting links to rank web sites. Some sites want to do this because they’ve purchased links, a violation of Google’s policies, and may suffer a penalty if they can’t get the links removed. Other sites may want to remove links gained from participating in bad link networks or for other reasons

Google Panda Updates• “Scraper” sites are those widely defined as not having original

content but instead pulling content in from other sources. Some do this through legitimate means, such as using RSS files with permission. Others may aggregate small amounts of content under fair use guidelines. Some simply “scrape” or copy content from other sites using automated means — hence the “scraper” nickname.

Google Exact Match Domain

• The EMD Update — for “Exact Match Domain” — is a filter Google launched in September 2012 to prevent poor quality sites from ranking well simply because they had words that match search terms in their domain names. When a fresh EMD Update happens, sites that have improved their contentmay regain good rankings. New sites with poor content — or those previously missed by EMD — may get caught. In addition, “false positives” may get released. Our latest news about the EMD Update is below.

Google Hummingbird • “Hummingbird” is the name of the new search platform that Google is using as of September

2013, the name comes from being “precise and fast” and is designed to better focus on the meaning behind the words. Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.

• Google Hummingbird is designed to apply the meaning technology to billions of pages from across the web, in addition to Knowledge Graph facts, which may bring back better results.

• Read our Google Hummingbird FAQ here.• http://searchengineland.com/google-hummingbird-172816

How t optimize for Hummingbird Update• Dos Only

• The key elements examined in our audits are those that you would expect. In order to make Hummingbird work for your site, you will still need to focus your efforts on the same features you’re likely already focusing on. The difference lies in the methods of implementing each of those features.

• Technical Site Features• An internal link structure and architecture that facilitates the customer moving through your site easily is a must. Fast page

loading, optimized images and sitemaps all contribute to the end-user experience and that, in the end, is what matters the most.

• On-Page Elements• The rumors aren’t true: basic on-page elements still play a huge role in SEO ranking. Title tags, page URLs, ALT image tags and

appropriate H1 tags are taking on new levels of importance. We have seen some of our clients improve their search results by as much as 45% simply by focusing on these items.

• Content• Hopefully, you’re not too tired of hearing “Content is King” because it’s more important now than ever… and it doesn’t look

like it’s changing any time soon. Make sure your content is never duplicated, always high quality and is relevant and useful to your audience.

Recommendations on eve of Hummingbird

The following are some of our key recommendations:• Post Natural ContentContent should read almost conversationally; it shouldn’t sound awkward or forced in order to squeeze in certain keywords. The end goal is to make it easy for a visitor to understand the products/services you provide.• Use Page URLs Like Website SignagePage URLs should read normally and actually indicate to the visitor what page he or she is being directed to. Get rid of mumbo-jumbo special characters and indecipherable URL formats.• Keep Site Bounces At Bay With Accurate Title TagsTitle tags and meta descriptions should accurately reflect the page content, not mislead searchers in an attempt to get more click-throughs. For locally-focused companies, a heavy emphasis on the geographical reference will also aid positive results.• Make Your Site Architecture EasyArchitecture should deliver intuitive use and navigation so that visitors never have to wonder how to find what they need.• Embrace The Mobile WebFull support for mobile devices is a must. With the expected number of mobile online users surpassing desktop users this year, this market will only continue to grow. If your site does not capture this audience, you’re likely to see a big dip in traffic if you haven’t yet already.