SEO off-site factors (18.11.2014)
Except the on-site elements that have influence of the SEO process, there are many off-site factors which we can modify in order to achieve better website positioning in search results.
It is important to mention that in contrast to the on-site elements which we can fully control and change, on the off-site factors we can influence partially. We can do a lot to improve these factors, but they are not 100% under our control. The reason for this is the fast growing and changing of the internet. Thousands of websites are appearing every minute, users keep sharing content and searching for new information sources. That is exactly why the SEO off-site factors are also dynamically changing.
In general, when we talk about off-site factors that matter for site positioning, we have in mind the PageRank which is Google’s ranking parameter, the outer links that bring users to our site and the marketing activities that we can make to promote the website’s content.
PageRank parameter is invented and used by Google for better site ranking and ordering the search results. The PageRank is calculated dynamically each time when a user enters a search query that is relevant to the site content. When that happens, Google gives the webpage Rank based on many different criteria (up-to-date content, site reliability, users’ previous experience, etc.). Based on this PageRank Google shows the website at higher or lower positions in the search results.
One of the criteria that define the PageRank, as well as the site position, is the outer links that bring users to the website. It is considered as good practice if these links are on the websites that Google trusts and which are relevant to the site that is optimized. It is better if the links are surrounded by informative text which explains the link and gives more information to the users. That kind of descriptive text is also important for the search engines’ robots so that they can understand that there is a real reason for the link to be inserted there.
The marketing and promotional activities are also very important for website’s positioning. Once we finished with the on-site optimization, we have to promote the website’s content. That kind of activities can be the site registration in different databases (business catalogues and online portals), encouraging users to share the website’s content or writing PR articles about the site and publish them in other websites. All these activities will bring more visitors to the website and will improve its PageRank.
We will talk about all the elements that affect the SEO process in the next articles.