Off-page Optimization

No Longer an Off-Page Optimization World


Penguin 2.0 is Google’s strongest defense system yet to reward sites that are filled with excellent content that pleases users. At the same time, it hobbles the Page Rank of sites trying to use old link building practices to buy their way into popularity.

In the early days of search engine optimization, when the Web was more like the unbridled Wild, Wild West,  link schemes and Black Hat were rampant and mostly unchecked, except for the worst cases. High Page Rank on Google equaled business, big business if you were on Page One of search results for a popular keyword.

Google knocked out a lot of the most obnoxious Black Hat sites years ago, and they’ve been chipping away at the other methods that illegitimate pages have used to gain Page Rank.

The focus now, and this is something the most popular sites figured out years ago, is on producing a lot of quality on-page optimization. Good writers can craft natural, conversational prose while staying on topic. That makes search engine optimization easy, because when you stay on topic you automatically fit in the keywords you need to bring in readers.

There are a few methods left for off-page optimization, so it hasn’t exactly ended, but many of the little, quick jobs that could be crowd sourced out to hacks are gone.

Public relations and online community building are the best ways you can create some effect from off-page optimization for your site. That’s only after you’ve focused all your energies into maximizing the quality and breadth of your on-page content.

If your website isn’t fully loaded with quality content, you have nothing to promote. That’s the takeaway from Google’s newest algorithm. And it’s the same message they’re talking about over at Bing. Continue adding fresh articles and blog posts that keep up with industry news, so your customers have a reason to stop by every week. Only then should you work on engaging your community on Facebook and Twitter, and with other authorities in your field through guest posts and public relations efforts to connect with the decision makers in your field. In essence, off-page optimization has taken a backseat to on-page SEO and content creation.