Optimization Outside of the Site

Optimization is about more than just keywords in the content on a web site.  Optimizing the visibility of a site can be achieved with what is called 'off-page' factors as well.  Influence on the search engines comes from a number of places, and one of the more important are links from other web sites.  A strong linking campaign can lift the rank of pages on a business web site more quickly than the right keywords in a page's content.  'Authority' is a common term used with web sites that have high rank within the search engines.  Authority is reflected with significant links to a site's pages from other sites that have the same topic matter.  So, you can see that keywords are also important on other web pages as well.  

Linking Strategies

A “link” is a reference from another web page (from a site) to a page within the web site. Search engines track how many links exist to the pages within a site and give a weight of value to the page that is linked.  'Authority' is gained by having a significant number of links from other sites.  If these sites are also valued as 'authority' sites, the value of the links are even greater.  When links are created from sites, they are used in conjunction with a phrase.  If the phrase used is the title of the targeted web site, then the value of the link can be limiting.  Hence, we begin talking about keywords again.  A link from another 'authority' site, linked using a keyword phrase that is relevant to the topic matter and page that is being linked to, has a significant value to the search engines.  These are the best types of links to have into your web site if you have a link campaign.

A link campaign is built by pursuing a variety of tactics to get web site owners to create links into your web site.  This is a long term strategy that can be a rather slow process.  In fact, promises of quick link programs and results should always be suspect.  If ever promised results from these types of programs, you would be wise to demand verifiable proof of the promised results.  The best link programs are done manually and with care as to how the links are built.  On occasion, links in the wrong place can be more detremental than helpful.

The Circle Sites program structure is well set up to give a link campaign a kick start, and to focus the results of the campaign.  Since Circle Sites are niche oriented, they each must have their own campaign.  This is a little more effort on the owner's part, yet can yield very powerful results overall.  As rank is built among the circle sites, the rank can be focused into the primary site.  This has the effect much like a magnifying glass. 

Press Releases

As part of a linking program or just PR, press releases are one of the easiest tools to create references back to the business web site. Particular effort should be given to using related keywords and links to add value to the web site, and is often forgotten.

 Cooperative Blogging

Blogging is becoming a popular strategy on the internet today to bring attention and create authority around a business. It is relatively easy and inexpensive to create and linking strategies are also relatively simple and powerful. The nature of a blog can draw significant attention from search engines.

A drawback of maintaining a blog is the regular development of relative material. If it is not maintained and built upon over time, it will not have any value. It could actually be detrimental in the visitors perspective if left to stagnate.

A blog is usually set up independently, discusses the industry rather than a company’s product in order to establish authority, and references the web site.

Article Publication

Articles are useful to create an online presence and establish authority in a particular topic area. They can be published on article directories online and will have a link, with keywords, back to the author’s web pages. Other web sites can usually use these articles on their own sites, but are required to retain the links back to the author’s site, building link authority.

Articles are also a strategy to build keyword density in content on the web site. They can be used in newsletters, referencing the reader back to the web site and the sales funnel.

List Building

List building refers to the collection of visitor names and email addresses (sometimes snail mail addresses and phone numbers). Lists are typically collected to email regular newsletters on the topics of the web site and business. It is a marketing strategy to keep the business in front of the prospect and customer.

A successful strategy of collecting interested parties is to offer something of value in exchange for their personal information. This can be a special report, a regular newsletter with information of value, or a discount coupon.

Collecting email addresses and sending emails involves complying with the CAN SPAM act, restricting the use of email solicitation by businesses. Using a service to collect, maintain, and send correspondence is typically the best way to ensure compliance.

The use of autoresponders (automated scheduling and sending of email messages) is a powerful tool for communicating and marketing internet customers today. Establishing an autoresponder program can assist and promote a business in many ways.