The major search engines’ search algorithms are constantly evolving in their pursuit of relevance, each engine applying highly complex and secret formulas by which they assess queries and match them to (hopefully) the most relevant returns. – The engines’ fundamental values reside in their ability to rank accurately. As well as the currency of the search engines, relevance is the life-blood of the Internet.

That most of the traffic on the Internet today is driven by the search engines with 90% of web users generating hundreds of millions of queries a day bears testament to the engines success in maintaining search integrity.

Admittedly though, for all the successful search results conducted millions of times a day by numerous Internet users, many others click away from search engines, disappointed at being unable find the information they were looking for. Search engines often find what users want, but not always. It’s an ongoing algorithmic evolution with increasing emphasis over recent years placed on Off Page factors.

Early versions of the search engine algorithms relied on webmasters providing On Page data such as the keyword meta tag, or index files. Solely relying on meta data as the means of indexing soon proved unreliable as often keywords in the meta tag were not truly relevant to the site's actual keywords. Inaccurate, incomplete, inconsistent and manipulated data in meta tags and other attributes within the HTML page source generated irrelevant searches.

The search engines became increasingly vulnerable to abuse and manipulation of the system. Irrelevant search returns though of short-term benefit to unscrupulous web site owners undermined their credibility and profitability. Over time the search engines have evolved increasingly complex ranking algorithms, taking into account additional on and off page factors that are more difficult for webmasters to interpret and manipulate.

Link popularity

Link popularity is now the single-most effective factor influencing search engine rankings. It’s not a case of how you see yourself. These days it’s very much a case of how others see you. What esteem they hold you in that make the biggest difference to the search engines.

The main reason for the importance of linking is that it is extremely difficult for webmasters to "fake" good links. Link analysis gives search engines a powerful tool in determining which pages are appropriate for particular topics and search terms – which sites and pages are relevant - each link acting as an endorsement, a vote of confidence. If other sites acknowledge the value they see in a site through linking to it then why shouldn’t users? Links, in the eyes of search engines offer clear indications of relevance.

Obtaining high quality links, these days, is the number one objective of every website owner and SEO professional.

The $64,000 question is how?

There are many opportunities that enable web owners and SEO professionals to cultivate a range of powerful links,

• Digg bait
• Top 10 articles,
• Sensational articles,
• Geo targeting,
• Blogs,
• Linkbait strategy
• Internal structure

All build reputation, domain authority and ranking in the process.

Here are our Top Tips for Off Page Search Engine Optimisation (SEO)

1. Wear a white hat – Don’t underestimate the passion search engines have for relevance. If they think you’re trying to undermine their efforts by playing the system, buying in links, "artificially" inflating link popularity or generating links on any basis other than the quality and worth of your site – your merit, they’re strike you from their indexes. It’s not worth it. Any short-term gains will quickly be wiped out.
2. Social Networking and Community Creation - Online reputation management can be enhanced by contributing to the most popular social networking sites like Myspace, Facebook, Linked In, Ecademy, Bebo etc., and create a profile. Extend your online network, connect with friends, share ideas and promote your company/website to build an online reputation.
3. Blogging – An incredibly powerful way to promote your website. Freshly updated comment and content, highly relevant to your industry. Be concise, be precise and be human. Build a fan base by sharing information, tips advice, wisdom and opinion. Encourage participation and attempt to establish authority in your given subject area. Turn your blog into a resource for others. Truly great articles ‘own’ web traffic. Identify the leading movers and bloggers in your market place. Link to them from your blog but let them know you’ve done so.
4. RSS Feeds - Are very well worthwhile targeting. Google now tracks the number of your RSS feed subscribers. The magic number seems to be at least 25. RSS can have amazingly positive implications in terms of how your articles rank.
5. Press Releases and Articles – Submit and syndicate your news and opinion. Keep it concise, keep it interesting and a make it worthwhile read. Use Press releases to enhance kudos and evolve your reputation. Go into detail. Work in depth offer a professional level of information or insight. The more useful your information, the more often they’ll return and the more likely you are to cultivate additional back-links.
6. Social Bookmarking - is another powerful way of promoting websites. Search engines like them as content updates frequently. It’s important when using popular book-marking sites like Digg, Delicious, StumbleUpon, Propeller, etc. to handle the tags properly and not spam them.
7. Widgets – Innovative features such as quizzes. Creativity counts. Matt Inman of SEOmoz cites his ranking widgets that rank on any term he chooses with viral badges. The “how geek are you?’ or “what’s my blog rating?” widgets for example that encouraged many thousands of people to rate their own blog as a film would be rated, checking for swear words or violent language. All anchor text linking straight back to his home page.

There are many other highly effective ways to conduct ‘off page’ SEO, link baiting, CSS, W3C & RSS directories submission, cross linking, directory submission etc. A professional SEO partner like SEO Consult able to examine a range of creative possibilities best suited to your online strategy.

Though not strictly Off Page, it’s important to remember to get your own house in order before rushing off to try to attract links. Prepare your campaign by applying comprehensive and considered business requirements analysis and On Page SEO. Most of all, be absolutely committed to SEO copywriting and truly great site content. There’s no substitute for brilliantly optimised sites, beautifully presented with content of genuine worth to build self-reinforcing domain authority and generate profits.

For more information on how SEO Consult can apply all of these techniques as part of a successful Off Page SEO campaign for your company contact us today.