November 20, 2017
Search Engine Optimization
SEO Decoded: Part Two
Last week I discussed what SEO was and all about on-page SEO. *If you missed it read it here* Having an understanding of what SEO is and how it works helps you figure out how to leverage it.
Now the last part of SEO; Off-Page SEO.
I briefly touched on off-page SEO in the previous post but I didn’t want to overwhelm my readers so I decided to break this information up. My intentions are not to confuse you but to have you leave with a better understanding of the topic.
Off-page SEO is a mix of link building, social media, social bookmarking and offline efforts. Off-page SEO isn’t as simple as on-page SEO because you can control the keywords, keyword phrases and everything SEO related but Off-page SEO you have little control over it. Now I’m not saying that off-page does not matter it’s actually the opposite it has a higher weight on the different factors of off page SEO. But they factor more on social and the trust and authority your audience has.
Off-page SEO breaks down into 4 parts: trust, links, social and personal.
Establishing yourself as an authority in your industry not only helps you build authority with your audience but also with your SEO. You want to be sure your website shows your authority through the info found on your website such as your blog posts. This, in turn, will help your engagement with your audience. If you are familiar with your website analytics then you will know about your bounce rate, time on page and the behavior of your visitors. If you do not have analytics set up on your website, check out this post These are the ways the search engines “see” if your site is engaging and of quality.
You may have heard of link building, some good things and some bad. You want to ensure that you are using the “good” type of link building, not the “bad” type.
Search engines factor in your links you have on your website: ones that travel within your website and the ones that travel outside of your website. Each one is rated on quality and trust factors, both from your website and the website the link connects to. Quality links are “weighted” more than just any old link going really nowhere and come from respectable and relevant websites.
On top of where the link comes from SEO also factors in the link text and the anchor text. Lastly, the number of links is important but not the spammy, click bait type (you can actually be blacklisted by Google if you take that route) but you want to include relevant links to outside resources or other quality and reputable websites.
Search engines no matter the search term never really shows the same results and that’s because of the personalization factor. Search engines factor in your location, impressions, and loyalty. Personalizing your search results based on where you live helps show you the most relevant information especially if you are looking for something “near you”.
Your social profiles also play a part in your search engine optimization, your likes, shares, and engagement all help search engines factor your ranking. Social shares are like your website links, the more times it’s shared and viewed it helps search engines factor in the engagement to place you. Having a Facebook, Twitter, Google+, and Pinterest page and also being active on them helps you to not only build engagement and gain exposure on social media but it helps build your SEO ranking up.
Now that we covered the positive effects of SEO, with every good is a bad and there are a couple of points to make sure you don’t do to ensure you don’t receive negative impact.
- Shallow content: In part one, I covered creating valuable and quality content. Doing the opposite, of course, will cause a negative effect.
- Cloaking: Having a different website show up to your visitor a and another show up to search engines. This is common when sites try to scam search engines in order to gain a higher ranking.
- Keyword stuffing: Just how it sounds really stuffing your website pages with keywords and keyword phrases. This not only brings the readability of your page down and have a negative impact on your ranking.
- Hidden text: Search engines hate anything hidden, hiding text or images is frowned upon with search engines.
- Ads overload: Exactly how it sounds, where everywhere you look on a website page there are ads EVERYWHERE. This is not only horrible for search engines but also your website visitors.
Most people fear that they will spam their site unknowingly but this rarely happens, having just the basic understanding of SEO helps you to steer clear of the negative impacts. By now you should have a good understanding of SEO if you are looking for a more in-depth view of SEO including what to optimize and how to even make the steps towards a better ranking then be sure to check out my course “SEO Essentials”.