Saturday, March 09, 2013

World SEO Education: What Is Off-Page SEO? Off-Page SEO Techniques

 This post below is a good entry level post on off page SEO (Search Engine Optimization) which I would like to expand on.

World SEO Education: What Is Off-Page SEO? Off-Page SEO Techniques : Today my topic of discussion is: Off Page Optimization. I would like to entertain my readers with every minute aspects of SEO and their techniques so that they become self-independent in managing their website traffic and quality.

SEO or Search Engine optimisation is a tricky business with many mis-informed  people proclaiming that SEO is dead, because they do not have a clear understanding of the term SEO and what it means.

SEO or search engine optimisation is the collective work of your entire staff in their attempts to ensure that your pages are found by your intended target market when they use any search engine to find your information.

SEO or Search Engine Optimisation is divided into 2 (two) major sectors. The first is in- page  SEO and the second is off page SEO  

IN-PAGE SEO

In-page SEO has two components which are each aimed at different target markets, and have very different purposes, but both are used collectively when doing any off page SEO. It is essential that any SEO practitioner explain this to you in terms that you understand, other wise you will not be very successful in your off page SEO.

The first component of in-page SEO is the stuff contained within the head section of your page, which is written specifically for the Search Engines. This section of your page is not visible to the end user, and contains all the META TAGS and related information including but not limited to
  • Page description
  • page title
  • Keywords list
  • author and contributors
  • categories and    geographical info
  • language and script info  
 The second component of in-page SEO is the body section of the page, which is written specifically for the viewer or end-user of your page. This section contains all the text, images, videos and other visual stuff which the end user will see onscreen when the page is loaded in a browser.  

The body section of the page is used by search engines to determine the aboutness of a page, and the text used here is what the search  Engines  will index in their databases to match to the queries that searchers use when looking for your information. 

Search engines try to match the aboutness of your page to the aboutness of a search query using a wide variety of variables, most of which are contained in the Off-page SEO of your pages.

In short the head section is written for search engines to allow them an opportunity to categorize and define your page, and the body section is written for your viewers , giving them a visual interpretation of your information. Search engines use the visual interpretation and the information in the head section to compile a profile of your page which they will match to a users search through a SEA (Search Engine Algorithm) and display what the search engine perceives to be the closest match of the the search request and all indexed pages in the SERP's (Search Engine Results pages)
 

OFF-PAGE SEO 

Off-page SEO is all the collective marketing of your page by your entire staff, and other sources that are beyond your control and includes but is not limited to the following
  •  Internal links with in your web site
  • All your social media efforts to get visitors to your web site
  • Your blogs and user forums
  • Your online marketing with paid adds
  • Your link building strategies
  • the registration of your web site with search engines and related platforms
  • your public relations marketing and related online strategies
  • What others have to say about your pages in their respective online platforms which include but is not limited to
    • their web sites
    • their blogs
    • their social media platforms
    • peer review sites
    • product / services review sites
    • news papers online pages
    • radio stations online pages
    •  your customers discussing your products in their social media post
 The first and most important aspect of SEO is the least understood, and least used component of in-page SEO which is the meta tags in the <head> section of your page. The META TAGS within the head section of your page are used by search engines to evaluate the content of your page and establish a context for the information within the body section of the page. Most end users do not even know that there is a <head> section of your page, and  many people ignore this with some SEO PRACTITIONERS even saying SEO is DEAD, because they have heard that the KEYWORD META TAG is not used in page rank scores.

When doing your off page SEO you need to use the information that your in-page SEO technical team used when  creating the <head> section of your page as well as the <body> section content in meaningful and constructive ways.  This is actualy a lot simpler than it sounds, and you can get the desired information from a number of sources, with the easiest being to use your browsers functionality to see the page source, and copying the contents of the head section to a text document for you to read and understand at your leisure.  

Another good source of this information is your SEO team who will be able to also give you a brief on the aims, objectives, purpose and intent of the page, which will help you in the copy writing of your off page SEO and all related social media posts. When doing any off page SEO be sure to  include the full URL (Uniform Resource Locator) or web address of the page you are marketing, to ensure that search engines give the correct page the SEOV (Search Engine Optimisation Value) that is accrued by your off page SEO efforts.

Remember FUFISM  - (Functional User Friendly Integrated Social Media) and ensure that all the role players who are involved in your SEO work together as a unified team with a single goal in mind. That goal should be to increase the return on investment in your web site through the acquisition of targeted visitors to your web site who are qualified through your use of properly targeted SEO which will ensure that your pages are found by your intended target market group and not by the wrong target market groups.

To ensure that your team gets the best results from your off page SEO  you will need to employ the FUFISM philosophy  The FUFISM philosophy is really quite simple and easy to manage, as all your team will be on the same page, and share many marketing insights that would otherwise be kept as departmental secrets . Once you employ the FUFISM philosophy there will be no infighting between departments to see who gets the lions share of the marketing budget and many research areas will  be handled differently, as the information gathered will be shared across departments and not duplicated unnecessarily as they would be when departments are competing against each other for a share of the marketing budget.