Finding the right balance in life is important. For many people having a good work / life balance is a priority. It’s the same when it comes to website optimisation. To get the best possible rankings on Google and other search engines you need to find the balance between on-site and off-site ranking factors.
They’re both an important part of good website optimisation, but not surprisingly one is considerably easy to work on than the other
Easy: on-site ranking factors
On-site ranking factors, as the name suggests, are the elements on your website that influence the position of your website on search engines. Most are also easy to work on. I won’t go into too much detail as I’ve covered this in an earlier blog post about on-site seo. If you missed it please have a read.
Not so easy: off-site ranking factors
Off-site ranking factors are largely beyond your control, and include things such as:
- Social media activity that mentions your website
- The number of Facebook likes, Google +1 clicks, etc
- The number of backlinks that point to your website
- The quality of those backlinks (the sites they come from and where on the page the link is positioned)
So while it’s difficult to influence these off-site factors, they shouldn’t be ignored and need to be included as part of any site optimisation programme. You need to find a balance.
The right balance will provide superior website optimisation results
Typically businesses invest most of their time and resources in on-site optimisation. Those businesses that want to build backlinks to their site often fall into the trap of buying backlinks, a process that is heavily frowned upon by Google and should be avoided.
Depending on the keywords for which you optimise your website, you can achieve good results using either method, but you will get superior results, if you do both.
So don’t neglect building backlinks. Be active on social media if it’s relevant to your business, seek out links from sites that compliment yours, and manually submit your site to local directories. Create content that people want to share and you will slowly build a network of backlinks.
By Aaron Enright