network

1. Off-page
Optimization

2. Off-page optimization
Well, I did warn you!
On page optimization - is easy. Easy to understand, easy to implement and – once you
have optimized all your existing pages, thereafter it is a doddle creating new pages that
are already Google-ready. Using key phrases in headlines (H1 headers), in sub-headlines
(H2 headers), early on in the page text, with links to-and-from other pages etc.
Behind the page optimization – is unfamiliar at first and does involve a bit of jargon
(page title tags, page description tags, search tags, photo Alt tags and so on), but not
overwhelming. Once we understand the need to weave search terms into these behind-
the-page slots, either by instructing our web designer or using our web software directly
ourselves.
Off page optimization – is
incredibly frustrating, time
consuming and involves
cooperation from others. And,
yes, it is boring.
But that’s good news. Most of
our competitors can’t be arsed
to do what has to be done.
They quickly give up.

3. Off page is all about other sites linking to yours. Google sees then
as a ‘vote of confidence’. Some experts believe that ‘off page’
represents up to 75% of optimization effectiveness.
Start with the easiest first
The easiest are ‘directories’ – sort of online
Yellow Pages.
There are national ones covering all trades (eg
small business directory), trade-specific ones,
professional associations and ‘town visitor’ sites.
Increasingly, there are ‘special interest’
directories - women in business, vegetarian, feng
shui, motor sport, alternative health and so on.
As long as they are relevant to our product or service, they can be a perfect way to gain
useful links.
Some get their revenue charging to be included. Ignore them. Many (most?) have a two-
tier system – free listing and paid listing (with a better position in the directory, fuller
description, photos etc. These are the ones we need. Forget the ‘premium’ paid-for
inserts. All we want are links to our site. Doesn’t matter if no-one ever sees them, as
long as Google does. Our objective is simply to influence Google with the number of
inbound links we have to our own site.
Apart from the paid-only sites, they are all hungry for content. For them to add value,
they need to have comprehensive listing of products/services/specialist.
That’s why they are the easiest.
To find directories, do a Google search! If you specialize in
building services, do a search ‘building trade directories’.

4. Randomly searching, I just found a directory of directories in Canada – and it claims to
be sorted in order of their Google-strength. I can’t vouch for it as I haven’t used it (I
really did just find it), but here it is: www.seocompany.ca/directory/top-web-
directories.html
Directories don’t make it easy for you to find out
how to get listed (a few do, with a navigation
button: ‘Get Listed’, ‘Advertisers’ or something
similar). So, it can be very time consuming finding
the right page, hidden away.
A useful ploy is to use the website ‘site map’. Most commercial
sites have what is literally a map of each page on the site, and nine
times out of ten you will find it at the bottom of the home page.
You may have to ferret around to find a way of getting listed. See why I said it can be
time consuming and frustrating?
Failing the Site map, as a last resort, use the ‘contact us’ page and phone/email them.

5. Social media.
There’s been an enormous growth in social media over recent year and they offer a
fantastic opportunity for inbound links (I must confess I have neglected them as I have
reached the point where more sales leads would simply result in work I don’t have the
time to service).
Facebook – the most popular, has an estimated 850 million users! Add images and videos to your
page to make it more interesting and interactive. Visit your page every day and post helpful
information, links and resources. Answer all comments promptly.
Twitter - has 200 million estimated active users. Make sure the ‘demographics’ match your product
or service. Ideal for consumer-oriented etc, not exactly ideal for, say, waste disposal company
websites. Get involved with other tweeters and participate!
LinkedIn - now has over 150 million estimated users. You can participate in groups that interest
you or will benefit your business. Join groups and be sure to participate in the discussions by
offering real and helpful information and advice.
Google+ is one of the newer social sites, but it already has an estimated 65 million users! Be sure
to add the +1 Google feature to your website so people can click it to show they like your site. This
will help you in the ratings.
Ecademy - has over 17 million users. Ecademy is a membership site for business owners to
connect, help and grow with one another. There are paid and free memberships. Take the time to
build relationships with other business owners. You can start your own clubs, write blog posts, and
participate in discussions. This site is more involved than some social sites and will take more time
to learn to use effectively.
YouTube - has an estimated 300 million users. YouTube is a video sharing site. Making an
effective marketing video to share on YouTube can have a dramatic effect on your site traffic. Show
your expertise with instructional and informational videos. You can also present slide shows to
market your products and/or services.
StumbleUpon - is now growing in popularity and has an estimated 20 million users, particularly in
the US. StumbleUpon is a social site that allows the users to share interesting and helpful websites.
Blogs - are very popular social sites and there are lots of them. Search for blogs that target your
niche and become active with guest posts, comments, etc. Participating on blogs can help you
make connections and get traffic you might not otherwise have gotten

6. A number of the social media groups host ‘special interest’ groups. Nothing to do with S&M
(apparently), but things like ‘Women in Logistics’. A friend, with a Feng Shui oriented site has found
71 special interest groups dedicated to Feng Shui on LinkedIn alone.
The whole point is to create links from relevant areas on the web to your sebsite.
Online article links
Writing online articles used to be a fantastic way to get powerful,
relevant links to your website. And it was dead easy to get them
published through sites like www.ezinearticles.com
Google has very recently changed its stance and pays much less attention to self-published article
sites. Still, they are free, do still have some leverage and – as a new writer, you can have all the
excitement of showing friends and family your latest published article!
The hardest (but most powerful) links
Some of the best links can be achieved by ‘trading’ links with other sites with similar subject interest
(but, obviously not in competition) with your site. These are the hardest to achieve simply because
it mean contacting site owners, getting them to agree for a link exchange, and waiting til they get off
their arse and actually perform the link. Friends with suitable sites, customers, suppliers are the first
place to begin.
Both parties have something to gain from trading links.
Website developers have it made. They can simply insert links from their client’s sites
(website design by link) – often at the bottom of every page!
Triangulation
Some ‘experts’ believe that a link to your site which doesn’t have a reciprocal link back again is
stronger than two-way links. It may be true – no-one knows.
A strategy they adopt is triangulation, where three parties are looking for an inbound link.

7. A links to B, who links to C, who links to A. Each gains an inbound link without a discernible
reciprocal link.
Seems a lot of hassle to me.
Think outside the box
Once you have exhausted all the obvious candidate, think laterally. I cited a friend with small hotel
in France. Like any hotel, they can accommodate the special needs of vegetarians. Her ploy was to
link to vegetarian sites (they are not competitors) in exchange for links in return. Not only did that
improve Google rankings, it also resulted in an increase in bookings from veggies.
My own site – I am a copywriter – has links to translation agencies (we each work with words, but
are not in competition) and they to me.
Anchor links
Finally, we learned that it is so much more effective to
use ‘anchor links. Instead of:
Click here for information on our weightlifting
equipment
Try: Click for more information on our weightlifting
equipment
A bite at a time
A
BC

8. There’s only one way to deal with such a boring, time consuming activity. A bite at a time. At first,
devote an hour a week. In the evening, when there are no other distractions like incoming phone
calls. STOP once the hour is complete. You may achieve nothing for a couple of weeks in
succession, but over time you will build an arsenal of links. And youe competitor, who hasn’t the
staying power, won’t.
Have fun!