Off-page SEO: The on-page factors above are crucial in signaling to the search engines the keywords and phrases that matter to a particular web-page. However, many pages on the internet will be very similar from an on-page point of view. For example, if two companies create a webpage to promote the key-phrase “search engine optimization India,”both pages will likely have pretty much identical content assuming Top SEO Companies are proficient in SEO. Accordingly, off-page factors are used by search engines to decide which page should rank highest. a. User Behaviour after logging on to your website: Remember, search engines’ absolute priority is to deliver the best / most relevant sites at the top of the SERP for a particular key-word or phrase. If results are bad /irrelevant, people will stop using search engines in favor of some other information sorting tool (social bookmarking websites based on tags assigned by bookmarkers?) and as traffic falls, prices that can be charged for advertising will fall also. Remember, the better the results that search engines deliver, the more people who will use these to find information and so the more that search engines can charge companies to advertise on their search engine (sponsored links). As engines become more and more sophisticated, it is now widely accepted that they measure such factors as how many pages do people visit on a website and how long do they stay on a website before leaving it. The only way to improve ranking in these factors is to have a world-class website delivering great, informative and regularly updated content. Importantly, Top SEO executives can help by performing a keyword search, selecting the target website from the SERP, browsing many pages of the website, staying on there for a number of minutes before closing the site. This indicates to search engines that the website was valuable and useful for the key-phrase searched and is likely to improve rank further. Logging on only to close the site after only visiting the homepage for a few seconds will not help SEO performance as this will add to bounce rates (percentage of people who log off after only visiting one page of the website). So, if, for any reason, we need to open a website that we are optimizing, we should always browse a few pages before closing – never contribute to a high bounce rate!
Search Engine Submission: All new websites should be manually submitted to the three major search engines as below: www.google.com/addurl/ http://siteexplorer.search.yahoo.com/ www.bing.com/docs/submit.aspx New websites should be bookmarked quickly also to ensure rapid indexing of the site. Faster URL indexing to Google: On 3/08/2011, Google added the new feature in Google webmaster tool to make indexing of new URLs faster. To submit a URL this way, you need to fetch URL as Googlebot. If URL gets fetched successfully, you can submit the request to add URL to index faster than normal. Google has also launched new “Crawl URL form” which allows submission through webmaster tool without verifying the site. However, this method does not guarantee that submitted URL will be added to the index.
Link Building: A link from one website to another is known as an outbound link from the webpage on which the link is placed and an inbound link to the page that opens on clicking on the link. Search engines take the view that each inbound link (also referred to as backlinks) that a website has, the more websites that have seen fit to add a link to this website and so, in theory, the more relevant the content on the page and so, the higher the rank. In short, more links = better rank.
i. One Way Links: Links that link from one website to another with no reciprocal link. For example, a link to a website on a directory website is a one way, inbound link for the website that opens when you click on the link. Links obtained through article creation/submission, social bookmarking and blog/forum posting are also one-way links.
ii. Reciprocal Links: When one website links to another which in turn links back to it. Both websites link to each other and so this is known as a reciprocal link. For example, when two, non competing websites in a similar, complementary field link to each other. Reciprocal linking is considered as the bad linking technique by most of the webmaster however reciprocal links are NOT bad if used sparingly and from relevant websites.
· Sitewide links: These are links that appear on every page of a website. When we add “Website Design by ABC Agency” on every page of a website, this would constitute a “run of site link.” If you get a run of site link on a large website, then this will quickly add a large number of links to your site as you receive a link from every page on that site. For example, if you make a comment on a forum and have your comment posted on every page under “latest comments” this may temporarily drastically increase your backlinks.
· Deep Linking: Do not just link to the homepage; link to every page on a website (deep link). For example, the homepage of a website has a PR of 4 while the inner page has a rank of 3 while other pages may have a PR of 2 or 1. It is normal for the homepage to have the highest PR as most links will be built to here. Deep linking is crucial to increase PR of inner pages of a website.
· Authority Links: Links from highly trafficked websites that search engines regard to be an authority in a particular field. Links to your website from authority websites have a strong influence on rank. However, not all links are worth the same. Some links massively improve rankings (authority links / DMOZ) while others very marginally or not at all improve it (Australian business directory linking to Irish website). In theory, a link from another website to a website cannot negatively affect rank as a website owner has no control over which sites link to it; this theory is not borne out in reality as if you submit one article to 10 directories, your website’s rank will almost certainly deteriorate. However, linking out to low-quality websites can negatively affect rank so we must be very careful about which sites if any, we link to as Google knows we do have control over this and can penalize if we link to low quality, irrelevant websites.
