Off-Page Search Engine Optimization

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  • Understanding Off-Page Search Engine Optimization

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  • RANKING ON PAGE ONE REQUIRES

    A COMBINATION OF ON-PAGE AND OFF-PAGE

    SEO EFFORTS

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  • IT IS IMPORTANT TO UNDERSTAND WHAT OFF-PAGE SEO IS AND WHY IT MATTERS

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  • GOOGLE NEEDS TO KNOW WHO YOU ARE AND WHY IT SHOULD PAY ATTENTION TO WHAT YOU DO

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  • OFF-PAGE SEO MAKES THAT

    HAPPEN

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  • Successful SEO Requires Off-Page Activity

    Are you a trustworthy website or blog?

    Are you considered an authority over specific subject matter, topic, or industry?

    Do you provide high quality content that will make users happy?

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    Good SEO includes a variety of factors that help search engines understand the quality, authority, and trust of your website or blog. This is the nature of off-page SEO.

    Off-page SEO factors help search engines answer those questions!

  • Off-site SEO factors are like votes for the homecoming king or queen.

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  • Off-Site Data Points

    v Brandmen)onsandcita)onsv Socialmediaprofilesv Socialmediaac)vityv Userreviewsandrecommenda)onsv Referringdomainsandbacklinks(inboundlinks)v Localdirectoriesandindividualprofilelis)ngsv Domainregistra)ondatav Hos)nginforma)on

    Below is a sample list of off-site data points. While these are not all of them, they are the most important.

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    Pro Tips for Optimization

    Buildoff-sitedatapointstothemainURLplusindivdiualpages,posts,andproducts.

  • BEFORE YOU START BUILDING OFF-PAGE SEO 2

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  • Prepare a Cheat Sheet

    v Websitenamev URLsmainandcornerstonecontentv Contactinforma)onv Phonenumberlocalareacodeforsmallgeographicalfocusedsitesv Topsearchtermsyourtopfivesearchtermsv Shortdescrip)onthatusesthesesearchterms(25-50words)v Longdescrip)onthatusesthesesearchtermsv Logofilesvarioussizesandfiletypesv Imagesusedinmainwebsitebrandingorforproductsandservices

    When working on off-page SEO, it is best to consider the relevant data points and make sure you have these ready so you keep yourself on-task and on-target.

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  • CONSISTENCY IS VERY IMPORTANT

    TO SEARCH ENGINES

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    This is why you create a cheat sheet. It keeps you on-track and on-target!

  • UNDERSTANDING BACKLINKS 3

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  • What is a Backlink? A backlink, also referred to as an inbound link, is created when a third party website or blog links over to your content. Backlinks help in driving brand awareness, website traffic, and help improve your organic search ranking.

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    Themajorsearchenginesusealotofdifferentmetricstodeterminethevalueofexternallinks.Someofthesemetricsinclude:

    v Thetrustworthinessofthelinkingdomainv Thepopularityofthelinkingpagev Therelevancyofthecontentbetweenthesourcepageandthetargetpagev Theanchortextusedinthelinkv Theamountoflinkstothesamepageonthesourcepagev Anumberofdomainsthatlinktothetargetpagev Theamountofvaria)onsthatareusedasanchortexttolinkstothetargetpagev Theownershiprela)onshipbetweenthesourceandtargetdomains

  • Backlink are Important How do I truly know backlinks matter? Google tells me so in Google Search Console. If Google is giving you data in Search Console, you know it matters to Google and SEO.

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  • LINK BUILDING BEST PRACTICES 4

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  • What is Link Building? The process of link building is basically collecting these inbound links. There are a variety of ways to achieve link building, but please be cautious in doing so!

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    Somekeypointsonlinkbuilding:

    v Todaysconsultantsandwebsiteownershavetobeverycarefulaboutlinkbuilding.DoingitwrongwillputyouinaGooglepenaltybox.

    v Playitsafeandfocusonbasiclinkbuildingviaqualitycontentandengagement.v Buildlinksintothehomepage.v Buildlinksintoindividualpiecesofcontent:

    v Pagesv Postsv Products

    v Dontstressaboutdofollowanddontfollow.Ifyoureac)onsarelegit,yourarelyhavetoworryaboutifalinkisdofollowornot.

  • Legit Sources of Link Building 17

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    v Socialmediaprofilesv Socialmediasharesv Blogsv Guestblogpostsbecarefulv Pressreleasedistribu)onbecarefulv Locallis)ngsv Localdirectoriesv Newsorbookmarkingwebsitesv Reviewwebsitesv Sponsorships

    v Groupsv Forumsv Associa)onsv Eventlis)ngsv Presenta)onsv Documentsharingv Speakingengagementsv Webinarsv Videosv Podcasts

    Pro Tips for Optimization

    Googlehasclearlydefinedrulesonguestposts,pressreleases,andsponsorships.Beforeyouproceedonanyofthese,reviewGoogleswebmasterguidelinesforqualitycontent.

  • My Tactics of Link Building 18

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    v Writequalitycontentpeoplewanttoreadandsharev Beac)veinsocialmediaandplaynicewiththosearoundyouv A\endand/orsponsorlocalandonlineeventsv Sponsorlocalsportsteams(yepyougetlotsoflocalbacklinksthisway)v Speakatconferences(WordCampwebsitesandWordPress.tvarethebomb)v Appearasaguestonpodcasts(youveseenmealloverpodcaststhislastyear)v Writeguestblogpostonselectsitesv Publishgoodstuff(YEPIMSAYINGITAGAIN)

    Pro Tips for Optimization

    Ifyouproducequalitycontentandpar)cipateinthecommunityaroundyou,peoplewillnaturallylinktoyou,men)onyouandyourwebsite,andshareyourcontent.

    YouthinkImheretodaybecauseCoryMillerismyBFFandIloveallofyou.Imreallyhereforthebacklinks!OkandyouandCory.Butalsothebacklinks.

  • Old Tactics I No Longer Use 19

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    v Footerlinksinclientwebsitesorblogsv Keywordrichlinksinsidepressreleasesv Guestblogpostswithlinksinsideauthorbiosv Duplicatepos)ngofcontentacrossmul)plewebsiteswithkeywordrichlinksv Linkexchangesv Anythingautomated

    Real Life Confession

    AtonepointIhadmyemployerswebsiteremoveden)relyfromtheGoogleindex.ItwasbecauseIwasdoingblackhatSEOwithoutknowingit.IdidntgetfiredandIeventuallydidgetusbackintheindex,butdamagewasdoneandwehadtolaunchanewURLtoregainrank.

    Ifyouaregoingtolinkbuild,knowtherulesbeforeyoustart!

    PSThatwasoverwell10yearsago.Imwayolder,smarter,andtotallywhitehatnow.

  • DONT BE A VICTIM OF BAD LINK BUILDING 5

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  • Googles List of No Nos and Cautions 21

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    v Automa)callygeneratedcontentv Sneakyredirectsv Linkschemesv Cloakingv Hiddentextandlinksv Doorwaypagesv Scrapedcontentv Affiliateprogramsv Irrelevantkeywordsv Crea)ngpageswithmaliciousbehaviorv User-generatedspam

  • Link Schemes According to Google Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Googles Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site.

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    Thefollowingareexamplesoflinkschemeswhichcannega)velyimpactasite'srankinginsearchresults:

    v BuyingorsellinglinksthatpassPageRank.Thisincludesexchangingmoneyforlinks,orpoststhatcontainlinks;exchanginggoodsorservicesforlinks;orsendingsomeoneafreeproductinexchangeforthemwri)ngaboutitandincludingalink.

    v Excessivelinkexchanges("LinktomeandI'lllinktoyou")orpartnerpagesexclusivelyforthesakeofcross-linking

    v Large-scalear)clemarke)ngorguestpos)ngcampaignswithkeyword-richanchortextlinks

    v Usingautomatedprogramsorservicestocreatelinkstoyoursite

  • Link Schemes According to Google Additionally, creating links that werent editorially placed or vouched for by the sites owner on a page, otherwise known as unnatural links, can be considered a violation of our guidelines.

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    HereareafewcommonexamplesofunnaturallinksthatmayviolateourguidelinesifPageRankispassed:

    v Textadver)sementsv Advertorialsorna)veadver)singwherepaymentisreceivedforar)cleslinksv Linkswithop)mizedanchortextinar)clesorpressreleasesdistributedonother

    sites.

    v Low-qualitydirectoryorbookmarksitelinksv Keyword-rich,hiddenorlow-qualitylinksembeddedinwidgetsv Widelydistributedlinksinthefootersortemplatesofvarioussitesv Forumcommentswithop)mizedlinksinthepostorsignature

  • BE SMART OR YOULL FIND YOURSELF IN SEARCH ENGINE JAIL!

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  • SOCIAL MEDIA IS A CRTITICAL ELEMENT IN TODAYS SEO 6

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  • Ignore you Mom! Be a social butterfly.

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  • Why Social Media Matters Social media activity is a ranking factor for Google, so it will directly impact how your content is presented in search engine results pages. Saying this a different way you cannot have good SEO without being active on social media.

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    ImportantpointsaboutsocialmediaandSEO:

    v Socialmediaac)vityhasreplacedsomevalueoftradi)onal(non-social)linkbuildingv Socialac)vitycountsatawebsiteandindividualURLlevelv Typesofsocialac)vitythatma\ers:

    v Followersandlikestomainaccountv IndividualURLshares,likes,andcomments

    v Yoursocialcloutcounts(whofollows,shares,andinteractswithyou)

    How Do I Know Social Media Really Matters?

    Ivetesteditwithmyownthemeproducts,blogposts,andpages.Thereisadirectcorrela)onbetweensocialac)vityand)metorankandposi)ononpageoneofSERPs.

  • COMMON MISTAKES !

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  • Common Mistakes to Avoid 29

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    CompletelyIgnoringOff-PageFactors

    Youvelaunchedyournewwebsiteandyouwroteoodlesofcontentandyouredone.Right?Nope.Thatisjustthebeginning.

    Youhavetofollowthatupwithoff-siteac)vity.GoodSEOrequiresbothonandoff-siteac)vity.Thatmeansthecontentisjustthebeginning.

    JumpingintoLinkBuilding

    Linkbuildingcanworkgreat,butitcanalsobeverydangerous.Beforeyoustart,makesureyouunderstandwhatislegalandwhatisntacceptedbysearchengines.

    IfyouhireanSEOconsultant,makesureyouhaveaclearunderstandingofwhattheyaredoingsotheydontgetintrouble.

    SelngUpSocialMediaProfilesandForgelngThem

    IhavesocialmediaaccountsandhavehadthemforyearsissomethingIomenhavetoldtome.Theproblemsiftheysetuptheaccountsandforgetallaboutthem.

    Socialmediaonlyworksifyouareac)veonthem.Ignoresocialmediaanditwillignoreyoutoo.

  • Common Mistakes to Avoid 30

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    OnlySharingOtherPeoplesContentonSocialMedia

    TherearealotofpeopleItalktothattellmetheirveryac)veonFacebook,butitjustisntconver)ngintorevenueforthem.WhenIlookattheprofile,theyarepos)ngcontent,butnoneofitroutesbacktotheiractualwebsite.

    Socialmediaisgreat,butrememberthegoalistoroutepeoplebacktoyourwebsiteorblogandbuildlinksforyourcontent.Feelfreetosharecontentofothers,butdontforgetyourowncontent.

    TalkingtoNoOne

    AnothersocialmediablunderIseeispeopleareac)vewithpostsbuthavenoonefollowingtheirprofiles.Thatmeanstheyarebroadcas)nginforma)ontovirtuallynoone.

    Successfulatsocialmediaeffortsmeanstobeinterac)ve.Youcanonlydothisifyouinteractwithothersandhaveotherpeopleinterestedinyouandyouraccount.

  • QUESTIONS & ANSWERS ?

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  • Thanks for Coming Today!

    RebeccaGillFounder of Web Savvy Marketing Instructor at DIYSEOcourses.com @rebeccagill on Twitter

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