Here is where everything just keeps getting more convoluted. You are probably wondering: “what is Off-Page SEO?”
The short answer is: It is a process of acquiring one-way incoming backlinks or links to your website that do not require a reciprocal link back to the website that is linking to you.
Here is the long answer:
Link building is favored by search engines as being one-way inbound links or backlinks not requiring reciprocal linking. These links should be coming from other websites which are also properly following the correct SEO strategies and from websites that are not banned or without content to identify it. Ideally, most websites that link to you should have somewhat of a Google Pagerank established on their homepage, although this is not required, it sure does help! Additionally, the page on this website that is linking to you should be at least somewhat thematic to the content of your page, for instance: If you own a limo company, you don’t want all your links coming from websites that make Japanese hand-baskets. This tactic is not only counterproductive because you will never get any useful traffic from it, but it also does not help your search engine ranking at all because search engines can obviously tell that naturally all these Japanese hand-basket companies shouldn’t have much of a reason linking to your limo company website. The example of the Japanese Hand-Basket / Limo Company scenario is similar to my previous example of keyword stuffing and exceeding keyword density in your content.
Another thing you want to avoid is purchasing links from websites that use nofollow tags. What is a no follow tag? Technically it is this: rel=”nofollow”. An example of a full link containing this tag would be:
<a href=”http://www.myexample.com/” rel=”nofollow”>My Example</a>
But to be more specific, this tag tells search engines “don’t follow this link, and do not cast a vote on my behalf to increase the importance of this website”. You are probably wondering “why would anyone use a tag like that?” It is quite simple: If you link to many websites you will soon lose a bit of rank yourself in the process, so some people chose to use this tag to avoid this from happening. Unless you are looking in the code to find the tag, you will never know, you will buy the link thinking “oh boy, my rank will soon increase” only to be disappointed later when your rank remains unchanged.
Ok, so now we will move on to Anchor Text. Anchor text is basically the title of your link that is being sent to your website, this title should flow with the same keyword strategy you have been implementing all along, so make sure you are doing this correctly, I will show you an example.
If I want to make a link to www.websitedesignbyadam.com but I want to use anchor texting to target a certain keyword, here is how I can do it: <a href=”http://www.websitedesignbyadam.com/”>Affordable Los Angeles Website Design</a>
In the example above it just looks like code, but when you plug it in, it will look something like this: Affordable Los Angeles Website Design
Remember the keyword density levels? It doesn’t stop at the content, if I submit the link example above enough times, it will also be considered spam by search engines, because technically, the search engines like to think that your website is being linked naturally and not by you just spamming your keywords. So how can you avoid this? Use different anchor text each time you link, but focus on a few main keywords and have more links from those words than other ones, this will keep it from looking like spam.
Is Google Pagerank important for backlinks? It can be, but the main point is relevancy, another thing you don’t want to do is get nothing but pagerank 5 or 6 links to your site, again that seems unnatural to search engines. It is always good to have a mixture of anchor text, pagerank, and keywords so that you can produce high quality Off-Page SEO.