What is Off page Optimization?

Successful SEO Optimization can be done through two ways. These two factors play a vital role in running of Seo Optimization. On page and off page factors are the wheels that run the vehicle of SEO.

We have already discussed On page factors. Let’s concentrate on off page factors this time.

Off page Optimization

Basic understanding of Off page Optimization!

Off page Optimization is defined as the technique which helps the website to improve its ranking on the search engine results page. These factors functions outside the boundaries of the web pages.These ranking factors are not directly controlled by the publisher. Off-page Optimization basically deals in link building for SEO.

Off page SEO is a long term and time consuming process.It includes acquiring backlinks to your webpage from the authority sites, Social media and Social bookmarking. Off page factors work in the background to improve the search rankings.

Is there any significance of “Off page Optimization”?

Search engines have been running on two wheels, On page and Off page factors. Even if one disbalances, it will lead to failure in proper SEO.

Talking about Off page Optimization, there are people who ignore off page Optimization, but still expect quick results. To make sure that your website ranks, there should be visibility of the website and so the balance needs to be maintained.

Off page SEO plays an important role in the backend. Without applying off page factors, surely your website can not rank. This is due to the major factors such as link building, social media, videos, blogging etc. If any website needs references from a website, it(website) should be socially active and should definitely be shared amongst the communities of their niche.

Hence, off page factors are essential for any website to rank.

Off page Optimization techniques for better rankings!

By applying off page Seo tactics, you can boost the ranking of your web page, be noticeable and get drive traffic on your webpage. Let’s go through various techniques to optimize your web page.

  • Link building - It is one of the most famous ways of doing off page Optimization. Link building is defined as building external links with your website. The main aim is to get as much links or votes you can to rank higher than your competitors. The webmasters are looking out for cheat codes that how can they build links to their websites. The more the backlinks, the better is the authority. Some of the ways which the helps in increasing link building are:
    • Blog Directories - These are directories like yellow pages which links the entry back to a website.
    • Forum signatures - By commenting on forums, people were getting a link back to their website as they used to leave links in their signatures.
    • Comment link - Just as in forum signatures, where you leave a link in your signature when you comment on any other’s blog to get a link back, here, instead of writing your name you write keywords in the comment. For example, Instead of writing ‘Comment by Joe’ you write ‘comment by where to buy dogs’ or something of that sort.
    • Article directories - If you publish your article in the article directories, you will get a backlink to your website. Mainly directories accept only original content, but there can be some directories which accepts article which are reworded or spinned.
    • Shared content directories - In shared content directories, websites like hubpages or infobarrel allows you to publish your content and in return, you can add links favouring your website.
    • Link exchange schemes - This is an interesting way to build links. The scheme talks about getting in touch with the webmasters of different websites and exchange links, i.e. linking website ‘X’ to website ‘Y’ and in return website ‘Y’ would link to website ‘X’.There is another complex method which is by exchanging links with 3, i.e. linking website ‘X’ from website ‘Y’ and website ‘Y’ links to another website.
  • Social Media - Another way of building links is by engaging your website on social media platforms. It is a great way to attract traffic. The links which you see on social media are generally no-follow links, but this does not indicates that those links do not have any value. Mentioning your brand on social media platforms will drive a hell lot of traffic. Go straight with your strategy and website, you will definitely start ranking.
  • Social Bookmarking - This is another great way of promoting and attracting huge traffic to your website. This can be done by promoting your blogs on famous websites such as, Reddit, ScoopIt, digg, StumbleUpon etc. The content is very frequently updated on such sites, which is appreciated by Search engines.
  • Guest Blogging - We know the fact that by curating new, unique, compelling content, building up new links will drive traffic to your website. Blogging is a way to attract traffic with bare cost. By posting comments on other websites will allow you to add links in the comments section. The links will be crawled by the search engines leading to driving traffic to your website.
  • Off-Page Optimization - Search Engine Optimization

How does off page Optimization benefits in SEO?

The benefits of off page Optimization are:

  • More rankings - By using the techniques of “off page” Optimization, a successful strategy will help increase your website rankings in the SERPs. This will help you attract more traffic.
  • More exposure - The best part about Seo is when you start ranking higher on SERPs, you get more exposure, i.e. more clicks, more visits, more links and more mentions on social media. This is a chain of events which takes place one after another.
  • Better pagerank - Pagerank is a concept introduced by Larry page which talks about importance of a website in the eyes of Google. The concept is about ranking the web pages between 1 to 10. The higher the rank, the better is the website in the eye of Google.


Off-page SEO factors are as important as on-page SEO factors. To have a successful SEO Optimization, both should be done. Earlier it was still easy to rank by building spammy links but, after the penguin and panda updates, its much difficult. Off page factors require much pains for creating quality links. Both the factors go hand in hand. Hence, making off page factors equally important as on page.

Page Rank- Google's quality check!

A little Flash back on PR

PageRank was developed by Larry Page and Sergey Brin at Stanford University in 1996. They did this as a part of their research project to make a new kind of Search Engine. It was based on the idea of analyzing links or categorizing them into a hierarchy based on their popularity. Sergey and Brin founded Google Inc. and shortly afterwards this (PageRank) formed the prototype for the Google Search Engine.

So, what is PageRank all about?

PageRank is a method employed by Google to determine the importance or relevance of a page. Every website is given a Google PageRank on a scale of 0-10. It is one of the many factors, that determine Google Search Results.

Links given by one website to another are like votes. The more number of votes that a website gets from credible sources, the more important Google will consider it and therefore, would be more trusted by the users.

The higher the value of PR the better ranked is the site on SERP. As we go higher, it becomes more difficult to attain a good score. Score 0 is worst and score 10 is best.

  • Score 0- site is PR 0
  • Score 1- very poor
  • Score 2- poor
  • Score 3- average
  • Score 4- above average
  • Score 5- good
  • Score 6- very good
  • Score 7- great
  • Score 8- you are an amazing site
  • Score 9- you are even more huge/ big
  • Score 10- you are the best! Like google.com, adobe.com and apple.com.

Were you aware of the formula behind calculating the PageRank?

To calculate the PageRank of a page, all its Backlinks (both, inbound and outbound) are taken into account. Here is the simple (okay fine, complicated!) equation for calculating the PageRank:

PR(A) = (1-d) + d(PR(t1)/C(t1) + ... + PR(tn)/C(tn))

  • T1-tn are the pages that are linked to page ‘A’ whereas
  • ‘C’ is the total number of outbound links of page ‘A’ and
  • ‘d’ is the Damping Factor (probability that the visitor will continue) usually set to 0.85.

How to check Google PageRank?

Simply install PageRank toolbar for Chrome for instantly checking the PR of a site. If you want a good tool which along with your PageRank, will guide on a lot of SEO factors, visit Sky Valley Solutions

Off-Page Optimization - Search Engine Optimization

Link juice: The concept behind PageRank!

When a website ’A’ links to your website/webpage, Google sees this as a favourable vote from Site ‘A’ to your website. All of the other (similar) links votes are considered by Google to conclude about the relevance of the web pages, in particular and the website, in general. Here lies the basic concept of PageRank.

When any website links to your website/web pages, or in case of internally linking your pages, the link passes ‘PageRank point’ or what is commonly referred to as ‘link juice’ transfer.

Now, the amount of link juice which passes basically depend on two factors:

  • Number of PageRank points of the webpage which is passing the link juice/PageRank points.
  • Total number of links on the webpage which is passing the link juice/PageRank points.

One thing to know here is that, though Google gives a PageRank score between 1-10, but the ‘points’ each page gets from the link juice (passed by high quality inbound links) can significantly exceed 10.

Web pages of highly significant and powerful websites can pass link juice points on hundreds and thousands.

How is link juice passed/transferred?

Link Juice or PageRank that is passed is a percentage of the original PageRank of the site. Usually 10%-15% is retained and the rest is divided equally among the outgoing links. It is important to note that each web page is only allowed to pass link juice till a certain limit. The limit depends on the PageRank of the page. Unnecessarily linking to pages may not get us their link juice if the website has reached its limit of transferring link juice. If the website changes the attribute of the link to ‘no follow’ then, in that case, there is no transfer of Link Juice.

Off-Page Optimization - Search Engine Optimization

For example, you have a PageRank of say 30 and you are linking to six websites. The link Juice is transferred equally among these six websites. Each gets a Link Juice of five. If we give ‘no follow’ tags to four of those websites then the remaining two get all the Link Juice. You can also transfer Link Juice to your own web pages by linking to them. This re-enforces Google to give more importance to those pages.

Off-Page Optimization - Search Engine Optimization

Have you been wondering overtime that why your PR has been falling?

First of all, let me clear a confusion plaguing almost everyone: When you link to another website, you do not lose your PR! It only accounts for, as a vote. Yes, when you add some new pages to your website, a dilution (a very small amount) of PR takes place. However if the links to inside pages is built to improve their PR, the homepage’s PR also improves overtime.

On the other hand, a site’s PR is reduced if a high PR site removes its links pointing to your site.

Additionally, PageRank of a page or a website may decrease for no apparent reason. The web is vast. The number of pages being added to the web is increasing every day. As the number of pages increases, so does the PageRank. As the total PageRank increases, it affects the position of pages on the rank scale. Hence, pages may drop a PageRank for no apparent reason.

Google’s index is increasing on a daily basis. Google re-evaluates each page on a monthly basis. This is also known as the ‘Google Dance’. When the dance gets over, a page could have either gained or lost a rank for no reason. Other factors affecting loss of PageRank are cloaking, paid and irrelevant links, hidden text links, site wide linking and automated link exchanges.

Some ways to improve your PageRank

Well, a simple answer to this would be to “get links from quality sites”. This will ultimately account for increased PR. If it’s getting harder for you to manipulate PR, it’s probably better to concentrate on getting quality, and reputable sites to link to you.

Additionally, if you want a particular page to have a good PR, make sure that it has unique content, capable of getting placed in the SERPs in the eyes of Google. Well, the bottom line is, get links from real sites and in-turn have links on them.

  • Keywords - Use keywords judiciously. Make use of appropriate keywords in your content, title tags, meta description, links, etc. also called keyword optimization.
  • Mentions - Find out where you are being mentioned on social media, blogs, and discussion forums, etc. Send them e-mails to include the link or your website in their mentions.
  • Authentic content - have authentic yet SEO optimized content.
  • Earn Backlinks - you can earn Backlinks from guest blogging, commenting on others blogs and participating in forum discussions.
  • Broken Links - Fix your website’s broken links.
  • Internal Linking - Have strong internal linking. It makes the website user friendly and easy to navigate.

So, finally should you be bothered about PageRank?

Well, a little amount of care would not hurt! PageRank is one of the factors that determine where your web page appears in search result ranking, but if all other factors are equal, PageRank can have significant impact on your Google rankings.

Though PageRank is not as important as before, but your ranking in SERPs can be indirectly affected by the PR of the pages linking to you. Links must be relevant. If a page with a PR of 8 has no relevance with your website then it holds no value for your website. Google removed PageRank from its Webmasters Tools few years back. This shows that its importance has decreased.

However, in some cases, PageRank plays an important role. If two websites with similar quality content on page SEO and Backlinks have different PR then, in such cases, websites with higher PR will rank higher in Search Results. This is when PR is given utmost priority.

Are you also occupied with questions below too? Worry, not. We have an answer for you

Are there any flaws in PageRank?

As everything created by man has flaws so does Google’s PageRank. These flaws leave room for manipulation to get higher ranks. Google keeps coming up with updates to combat its flaws and give better quality results.

Ways to manipulate Google are:

  • ‘Google Bombs’ - When a group of people deliberately links a particular phrase or a word to a website in order to elevate it in the Search Results. A classic example of this is the phrase ‘miserable failure’ which bloggers linked to George W. Bush’s biography which ranked it as the most relevant link.
  • ‘Link Farming’ - This is when people randomly link to websites without taking into an account the relevancy of the content of the website. They do this just to increase their links. This is often done using softwares that generate and submit links to thousands of websites automatically.
  • Fake PageRank - There are various Black Hat SEO techniques that people use to get a good PageRank. These are ways to cheat Google to get a ‘Fake PageRank' like cloaking and redirecting your site to a higher PageRank domain.

Does changing the Domain name have an impact on your Site’s PageRank?

Changing the domain name does have an impact on your PageRank and organic traffic. The amount of impact varies on how you shift your content to the new site. However, if done slowly over a few weeks or months, it can considerably reduce the risks.

Here’s how to do it:

  • After you have bought a new domain, do not just let it be parked on the web. Put up a small version of your website on it or put a coming soon page so that the Search Engines are able to crawl it. By placing some content of your website on this domain tells Search Engines that your new website is a real one and not a parked one.
  • Transfer parts of your website sub-domain by sub-domain, using the 301 redirects. This helps you gauge how the redirects are faring. After some time, check if the redirect was successful and if it has or has not affected your traffic. If it has affected traffic to your website, then how much?
  • Once you upload content on your new website, it is essential to place redirects from the old domain to the new one. Map each page to the appropriate URL. Do not redirect all the URLs to the homepage.
  • In Google Webmasters Tool, there is the ‘Change of Address tool’. Register both the old and new websites on this and mention that the old one has been transferred to the new address. This tool works at the website level. It tells Google that the entire transition has happened for the whole domain and not specifically a few pages.
  • Even though the 301 redirects are supposed to pass on the PageRank and the anchor text data, even then, contact the people whom you were linking to or who were linking to your website (only the important one) and inform them about the change of address and request them to make the necessary changes.
  • In spite of 301 redirects, renew the change of address every 180 days. Patience is the key!

All about Alexa Rank

Humans have, for long have been stuck with numbers. One reason is that it helps them to compare and contrast aspects that are important to them. When it comes to digital marketing and Websites, it’s no different. Alexa ranking is another number which can help the webmasters in comparing the value (in terms of traffic) of their websites to that of their competitors. Not really sure about what exactly is Alexa rank? Read on to know more

Off-Page Optimization - Search Engine Optimization

What is Alexa Rank?

Alexa ranking is a ranking system formulated by Alexa, which is a california based subsidiary company of Amazon, that specializes in providing commercial web traffic information acquired through various toolbars and web browser extensions.

Basically, Alexa rank is a metric that ranks websites on the basis of their popularity over a period of 3 months. This ranking system audits and calculates the frequency of visits on websites. The algorithm that they use for the same is pretty simple. It is based on the amount of traffic recorded by the Alexa toolbar installed over a time period of 3 months.

The parameters used to measure the traffic are ‘reach’ (number of Alexa users visiting a site in a day) and ‘page views’ (number of times a particular page or URL is viewed by Alexa users).

Although, if a particular user visits the same page multiple times on the same day, it is counted as a single visit.

The final ranking is obtained by calculating the geometric mean of reach and page views, averaged over a period of 3 months.

So, how does the mechanism of Alexa rank works?

As mentioned above, the rank is calculated using the combination of average daily unique visitors and the average page views on the website over a period of 3 months. Hence, the website which has the highest number of combination of the above two metrics is ranked #1.

This data is acquired from a subset of internet users who use one of the 25,000 browser extensions for Google Chrome, Firefox, Internet explorer etc. The algorithm then looks out for the potential biases and amends it for compensating for the visitors who are not included in the Alexa’s measurement panel.

How can I view my Alexa Rank?

This is pretty simple and straightforward. Go to Alexa’s official website. Go ahead and type your full domain name and hit Find.

There you go! Your global rank as well as your country specific rank is right in front of you. Scroll down and get additional information on bounce rate, daily page views per visitor, daily time on site, which keywords send the most traffic to your site, which sites did people visit immediately before coming to your site, list of sites link to your website and even your page load times. Trust me, there is a lot more to explore in it.

Is alexa rank worthy enough to give attention?

Well, I would say not much! But, of course, you can always get an idea as to, ‘how well is your website performing’ through the alexa ranks. You can also analyze your competitor’s performance through a quick peek at their alexa rank and get a rough idea of how popular is their website in relation to yours. However, just because the alexa rank of your competitor is better than yours, you cannot deduce that they receive more traffic as this system has a lot of loopholes which will be discussed below.

I would suggest to rather go with Google Analytics than to attributing significant importance to your alexa rank.

However, it is totally up to you. For your convenience, I have jotted down a few good and a few negative points about the same. Go ahead and analyze for yourself

The Good side of Alexa

  • You can easily compare your website with that of your competitor’s by entering the ‘Compare Sites’ section and measure the results of your online marketing efforts with that of your competitors.
  • It displays the web marketing potential of websites to webmasters, advertisers (the better the alexa rank, the more they would be willing to bid on the amount for buying an advertising space on your website) and users.
  • Personal pages, blogs etc are also ranked in the same way as regular websites. Sometimes, they even get a distinctive mark (*).
    • The Loopholes in Alexa

      • Alexa ranking is a relevant rank. But, not every website has a Alexa toolbar installed. So, there might be a lot of websites, who might be receiving a good amount of traffic but, are still not ranked. Hence, the relative alexa rank that you are getting might not be solely correct.
      • Sub-domains are not ranked separately. The overall traffic is accounted for the top-level domain only.
      • The sample size of audience that they use is too small.
      • It is inaccurate and can easily be gamed or influenced. Wondering how? Read the next section to know this.

      Looking forward to increase your Alexa? Here you go!

      • Install the Alexa toolbar and then surf your site.
      • Write quality and valued content. Keep it concentrated towards mostly webmasters. After writing, promote it on various webmaster forums (always include your URL in your signature) and social networking platforms. The logic behind this is to get as many internet savvy people to visit your site (because they are likely to have Alexa toolbar installed on their websites).
      • Write blogs and articles about Alexa. It will help in getting links to your pages, ultimately improving your rankings.
      • Reach out to the people you know, have them to install Alexa toolbar and ask them to visit your site.
      • Optimize your site for Alexa related keywords.
      • Put the alexa widget on your website. It is likely to provoke the users to click on it and check what is in there, ultimately giving you a link.
      • Be active on social networking websites and post your articles on Digg, Stumbleupon etc.

      On doing the above, you will automatically see an increase in your alexa ranking.