Off-Page Optimization

Off-page SEO is a series of factors that can impact a website's rankings and do not involve the modification of a website. This, for the most part, involves link development. So let's see what links and link development properties are

What's PageRank®?

PageRank® for a long time was a fundamental algorithm on which Google's rankings were based. The overwhelming factor in a page's ability to rank is no longer the case and hasn't been for a few years. There are two types of PageRank®; Firstly Google uses internally and is a rational number between 0 and 1.

Secondly is the public PageRank or Domain Strength®, that is what's used to show up on the Google Toolbar. It is now only accessible through third-party browser plugins or extensions (note: this value is no longer provided by Google in any fashion), and is a metric number between 1 and 10. In both cases, the higher the number, the more 'powerful' the website is going to be.
The domain Strength is a complex quality metric based on numerous key SEO factors including domain age, backlinks, social signals, etc.

If you would you like to learn more about Google's PageRank®, you can find a wad of detailed articles on the American Mathematical Society's website: How Google Finds Your Needle in the Web's Haystack.

Increasing PageRank®

Since links are important to a website's ranking ability, it is an important aspect of search engine optimization. Technically and at low level, the more incoming links a web page has, the higher its PageRank® will be. Of course, the PageRank® of those pages linking to the site in question is also important. The higher the PageRank® of the linking page, the more value it can pass on to the site to which it is linking to. But don't go running after high PageRank® links yet, there is more to it than that. Check our Link Development Guide before doing anything. It will save you a headache. Note: Just cross-linking the pages of your own website will not increase your PageRank® it will just pass it around from page to page

Inbound Links

We already said that the on-page optimization plays an important role, but inbound links are even more crucial for pushing a website to the first page of search engine result pages. With that being said, it is important to know that not every link is a good link, and being able to recognize good from neutral or toxic can make or break (and sometimes obliterate) a site's rankings. Here we will discuss the type of links, structures and formatting, relevance, and placements.

Types of Links

  • Image Links: These are links which do not have any anchor text and are comprised of just an image being linked to the destination URL. The image link can be valuable, but it is not as desirable as a text link, keyword rich (this does not mean keyword-stuffed) anchor text.

  • Text Links: Text links, as the name suggests, are the traditional type of link that everyone is used to seeing on every webpage. Text links are highly desirable as they allow for specific keywords to be linked to the destination URL. This is advantageous because the search engine algorithms assign more relevancy to the link if the anchor text is in line with the content of the page to which it is pointing.
  • Link Relevance and Origin Quality

    We can't emphasize enough the importance of the relevance of the page from which the link originates, the page to which it points. The relevance of the page and the quality of the site are part of the factors that can mark a highly linked useful or make it potentially disastrous.

    Link Relevance

    The relevance of a link is set by the content of the site (or page) from which it originates as compared to the content of the site (or page) to which it points to. The closer the subject of the page/site is from the link is being pointed, the more value the search engine algorithms will assign to that link. As a matter of fact, the rankings of the page which is being linked to will see more significant improvements in rankings than it would otherwise.

    Link Origin Quality

    Aside from relevance, the quality of the page from which the link originates also impacts its value that it is able to pass along to the destination page. In this case, quality does not interrelate to how technologically advanced a page/site can be or how sophisticated and inspiring the visual elements are. But rather, it refers to the quality of the content on the page that in turn set the quality and relevance of the links that the linking page/site has earned. You can learn more about link development techniques and opportunities in our Link Development Guide.