Off-page optimisation
The practice of search engine optimisation (SEO) can be broken down into on-page and off-page SEO. Combining the two will have a huge impact on your website’s ranking in the search engine results.
On-page optimisation refers to improvements made directly to a website. Off-page optimisation refers to external factors that can have an impact on a website’s position in search.
The importance of link building
The main off-page SEO technique is link building. Every link to your website is classed as a positive vote by search engines, so in general the more links you have, the greater the impact you will have in search.
But other factors are taken into account, such as link relevancy. For example is the website linking to yours related in terms of topic and anchor text used?
Other off-page SEO activities used to ensure optimal performance include:
- Keyword research and analysis
- Duplication checks
- Website analytics
Analyse your keyword targets
Keyword research and analysis involves assessing the value of the key search terms targeted by your website. It’s essential to regularly check that these are producing the best results for your business.
For example you should consider the average monthly hit rate for a term – based on the number of users typing that particular key term within search – alongside the level of competition. Keeping up-to-date with keyword statistical information allows you to optimise your website for the best possible return on investment. Enabling you to concentrate your time and energy where it counts.
Ensure website content is unique
Duplication in SEO terms is a huge issue. If duplicated content is found by search engines – in particular Google – it can have a very negative impact on your website’s rating.
Make sure content is unique throughout your website. And don’t use the same text on every web page as this will be deemed unethical by the search engines, and you will be penalised.
Also check around the internet to see if your content has been copied. If it has, take action and make sure the offending copy is removed.
Use analytics for insight
Website analytics are also a part of off-page optimisation. Tracking how many users visit your website will keep you informed of the latest trends, and allow you to take action where necessary to improve your traffic.
We strongly recommend following an SEO strategy which combines good off-page and on-page optimisation to ensure your website achieves the best possible impact.
Want to know more?
We are SEO experts and produce amazing results for our clients. Contact us to find out what off-page optimisation could do your business.
