This fourth and final part of my SEO series considers how to drive traffic to the website ‘off the page’. This involves getting links to your website on as many other websites as possible, the ethical way!
1. Link building: Search engines place importance on incoming links and, as a result, ‘link building’ has emerged as a critical part of the optimisation process. Explained simply, 100 websites offering a link to your website collectively implies that your site is relevant and worth visiting. So start thinking creatively about where your target audience congregate online.
2. Indexing: Make sure your website is correctly indexed with the major search engines. Most search engines have an address like Google where you can input your website’s domain name for ranking.
3. Social media optimisation: If you haven’t already, you should consider setting-up profiles with major high traffic sites such as LinkedIn, Facebook, YouTube and Flickr. They consistently feature on the first page of most searches alongside company websites.
4. Digital PR: In line with the thinking behind social media optimisation, often a top ranking position in a search belongs to a reference or article on a well visited news or media site. This could be in a specific b2b sector (for example, in the food sector - Food Navigator) or Yahoo! for more general, b2c searches.
Summary: An unrelenting global news cycle, the rise in self publishing and the ‘always on’ nature of the internet means there will always be somebody, somewhere interested in what you have to offer. Having content distributed more widely, with more back links, gives browsers a better chance of finding you when they need to.
An extended version of this post originally featured on the BDB Blog in October 2010. Click to read it in its entirety.