OFF SITE SEO
Off site SEO is about what you can do outside of or off of your site. To help ensure the success of your on-site and technical effort Off-site SEO is referred to as off-site ,
because the majority of the tactics take place outside of your site. This involve building links to your site as well as increasing your brand recognition and visibility through social
Understanding PageRank ,developed by Larry Page, was an algorithm that analyzed links throughout the web to help determine the relative importance or popularity of a website.
Each time a website links to another website, this link is counted as sort of a vote. So if website A linked to website B, this would count as website A endorsing website is
usefulness and importance. The more votes or links a site has. The better PageRank it has, which could influence it is rankings in search engines.
up from one rank to another, increase exponentially.
All new websites started at zero. And only very well known, authoritative sites rise to ten. For example. Twitter.com would be a page rank of ten.
As you gain more page rank, the level of effort required to gain the next level of page rank increases.The more PageRank a page has, the more PageRank it passed to your site.
This passing of PageRank was known as link juice. And this link juice flowed from sites linking to you, as well as, throughout your own site based on what internal pages you are
linking to. Today, this concept is referred to as a page’s authority, which is made up of many things including links.
In the past the page rank of a page was public knowledge. All you had to do was use many of the free page rank check tools available online or as a browser add on.
This publicly available view of PageRank was called Toolbar PageRank, and wasn’t always that trustworthy because it was updated very irregularly.
Google admitted that they had an internal PageRank score, not shown to others, that was updated more frequently.
We can only make assumptions as to what a page’s authority may be now that page rank is gone, and what factors Google uses to create that authority metric.
However, we do know from testing and monitoring our efforts that incoming links are still an important factor in receiving good website rankings. The trend regarding the importance
of links however, has shown a slight decline over time. This is most likely due to how easy it was for web masters and SEOs to manipulate this metric in the past.
Many SEO factors now judge the quality of a link more critically.
This can result in penalties if you practice the old school mentality of gaining as many incoming links as you can, regardless of the quality. This makes offsite SEO efforts more
difficult and requires creative thinking and lots of patience.
While we cannot access specific page rank metrics other metrics are still available and well-regarded in the SEO community. For example, Moz’s concept of domain authority
and page authority is generally the most referenced metric when it comes to offsite SEO efforts in measuring a page’s authority.
You can read more about what these metrics are, and how they calculate the authority of a website at the link provided in your study materials.
You should now have an understanding of how off-site SEO began. And how it has evolved from focusing solely on obtaining high page rank. To a more well-rounded focus of
of earning site authority.