How to improve offpage optimization ?
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2. Link Popularity
• Inbound links play a key role in determining rankings
• It’s not just about quantity (“link popularity”); it’s about
quality (importance of the page, topically
relevant/authoritative)
3. PageRank
• PageRank™ – Google’s algorithm for measuring
a page’s importance; Yahoo & MSN have similar
measures
• Each web page (not site) has its own PageRank
score
• PageRank scores from 0 to 10; logarithmic scale
• Who’s at the top of the PageRank food chain?
– 10: Google, Apple, NSF, FirstGov; 9: Yahoo, MSN,
Stanford
• Sites with higher PageRank get crawled earlier,
faster, and deeper by Googlebot
5. Problems with PageRank Meter
• Take the PageRank scores with a grain of salt
• PageRank scores are merely indicative
• Scores displayed in the PageRank meter are:
– Months old
– Imprecise
– Not the same as the PageRank as what is used in
Google’s ranking algorithm
– Not representative of the home page PageRank when
a redirect is present
6. Find Link Targets
• Review links of competitive sites, sites in your
keyword market
– Check sites with high rankings for relevant keywords
– The fewer the number of links on their page, the
better
• Review links to your site; look for opportunities
to get the link text revised
7. “Google Bombing”
• Inbound contextual links alone can drive a site to
the top of Google (e.g. “miserable failure”)
• Also works on Yahoo, MSN Search, etc.
• THE LESSON: Link text is your secret weapon!
9. PageRank Dilution
• Careful about having multiple URLs serving up the same
content
– Multiple homes for your content
– Multiple domains registered and resolving to your site
– abccompany.com vs. www.abccompany.com
– https:// version of your site
– Session IDs or User IDs in the URL
– 301 redirect them all to the definitive version of the page
• Removed pages
– 301 redirect rather than 404
10. Best Practices
• Try to get good keywords in the hyperlink text
• Offer link-worthy content. Keep it fresh.
• Provide RSS feeds
• Simple keyword-rich links encourage deep
linking
• When you redesign your site, keep your old
URLs or 301 redirect them to the new URLs
• “Nofollow” any links you don’t vouch for
– <a href=“/privacy-policy.htm” rel=“nofollow”>
11. Worst Practices
• Participating in “link farms” or FFA (“Free For
All”) sites
– Hallmarks of a link farm = more urls per page & less
organization
• Splogging, comment spamming, guestbook
spamming
• Linking to “bad neighborhoods”
• Hiding links
• Hoarding all your PageRank
• Unnatural link structures
12. Blogs
• Search engines – and Google in particular – love blogs
• Inherently link-rich
– “Hat tips” – part of blog etiquette
– Blogrolls
– RSS feeds
– Trackbacks
– Comments
• The dark side of the blogosphere:
– Blog comment spam
– Splogs (spam blogs)
13. RSS Feeds
• Not only an unspammable content delivery
channel to your consumers, but also…
• A powerful way to syndicate your content to
other web sites
– Propagate deep links that drive traffic and PageRank
– Careful! Some spammers lift your content from your
RSS feeds, strip out the links, and use as keyword-
rich content
14. RSS Feeds
• Facilitate propagation of your feeds across the web:
– Set up feed “autodiscovery”
• e.g. <link rel="alternate" type="application/atom+xml" title="Atom
0.3" href="http://feeds.stephanspencer.com/scatterings" />
– Make your search listings in Yahoo! display the “Add to My
Yahoo!” link
• Instructions here: http://my.yahoo.com/s/publishers.html
– Send out “pings” (to Technorati, My Yahoo, Pingomatic, etc.)
– Make sure “trackbacks” are enabled
• Submit to RSS directories & search engines
– List at www.masternewmedia.org/rss/top55/
• Pay attention to each item title; it’ll become link text
15. Buying Text Links
• What is a Yahoo directory listing but a paid text
link!
– Ok by Google because of the “editorial review”
• Brokers like Text-Link-Ads.com and can help
• Google’s perspective:
– “Selling links muddies the quality of the web and
makes it harder for many search engines (not just
Google) to return relevant results. The rel=nofollow
attribute is the correct answer: any site can sell links,
but a search engine will be able to tell that the source
site is not vouching for the destination page” -- Matt
Cutts, Google engineer
16. Buying Text Links
• Google discounts the voting power of sites that it
knows are selling text links:
– “…parts of perl.com, xml.com, etc. have not been
trusted in terms of linkage for months and months.
Remember that just because a site shows up for a
“link:” command on Google does not mean that it
passes PageRank, reputation, or anchortext” -- Matt
Cutts, Google engineer
17. Evaluating a Text Ad Opportunity
• Good
– High rankings for the search terms targeted with the existing ads’
link text
– Stats showing the page you’ll be on gets good traffic numbers
– Stats showing a respectable amount of traffic is sent to the
advertisers
– Site is topically relevant to your business
– Site is likely to be considered an authority site
– Inbound links from .gov, .edu, .mil sites
– Good Alexa rank
– Extra good if the site you’re placed on is a .gov, .edu, or .mil
– Reasonably good PageRank score on the page you’ll be on
– Reasonably few other links on the page you’ll be on
– Link is within the main body of the page
18. Evaluating a Text Ad Opportunity
• Bad
– Sitewide link
– Site has been greybarred (i.e. banned)
– Neighboring ads are of dubious nature (casinos, Hoodia, Viagra,
etc.)
– Acquired PageRank through dubious means (e.g. hidden or
obscured links)
– Advertisers have left in droves (evidenced by Wayback Machine
archives)
– “Advertisers”, “Sponsors”, or “Sponsored” closely associated
with the ads
– No visibility in top 10 pages in Google for advertisers’ targeted
keywords
19.
20. In Summary
• Best links are:
– Topically relevant
– One way (not reciprocated)
– Not in footer and not site-wide
– Earned by merit, rather than bought, bartered or
stolen
– Not crowded with many other links on the page
– On a high PageRank-endowed, high Alexa-ranked,
.edu/.gov/.mil authority site
21. Q&A
• Thank You!
• Time now for some Q & A!
• Also, feel free to email US : enquiry@learningcatalyst.in
