Not All Optimization Happens On Your Website

Recent enhancements rolled out in January and February by Google as part of the Panda updates continue to reinforce the importance of producing fresh, original content on your website to help it rank highly in the organic search results.  Simply publishing keyword targeted blog postings on a regular basis can show Google that your website is actively maintained with useful content.

Fortunately, for inbound marketing practitioners, this will help their site visibility increase as quality content is a core tenet of a successful inbound marketing strategy.   While the importance of fresh, original content has increased, let’s not forget the other factors Google uses to determine where a website appears in the search results.

3 Techniques for Off Page Optimization

In addition to your website content, which helps Google determine the relevancy of your site for a particular keyword phrase, off page factors such as number of inbound links and number of social shares help determine the authority of your website which figures significantly in where your website ranks on Google for a specific keyword phrase.  The Panda updates have really reinforced the importance of quality content from sites that link to yours.

Here are several off page optimization tactics you can employ on an ongoing basis to ensure you’re helping Google understand how to best rank your website:

1) Distribute blog postings through social bookmarking sites and social networks

Distributing your blog postings to social bookmarking sites and social networks helps to get your content in front of active audiences and helps with building inbound links.  Content that is liked, commented on, or re-posted across various social sites is becoming more visible on Google as this form of social proof is another way for Google to determine which content should be ranked higher.

2) Identify relevant blogs and ask them to allow you to publish a guest blog posting

While this process is the most time consuming and labor intensive, it also yields the greatest benefit in terms of acquiring backlinks from highly relevant sources and giving you full control over how any inbound links are created since you’re writing the guest blog post.

3) Distribute your content online in videos

Video is an increasingly popular form of content consumption online, and the video sharing sites are great ways to distribute your message and acquire links back to your website.  Post your videos to reputable video sharing sites such as YouTube and Vimeo and give Google another way to find you online.

These are just a few examples of how to perform off page optimization for your website and how you can increase the number of inbound links.

Photo Credit: Raphaël Labbé via Compfight

Are there other off page optimization techniques that have worked well for you?

Free Inbound Marketing Plan Template

Online presence optimization is a key ingredient in your inbound marketing plan.  You want to clearly identify your target customers and how they are searching for your services online. If you don’t have one already, here is a free template that will help you make sure you have clearly identified and aligned your business objectives and marketing activity. Download the free Inbound Marketing Plan template now

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