Offsite Optimisation

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Off-site optimisation (link building)

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Link popularity refers to the number of links pointing to your site from other sites on the web. There are other terms used for link popularity, such as link building, in-bound links, back links and more. The search engines will consider your site important and rank it higher if other sites link to it.

Link building is a method of getting connected with other websites and internet resources. It is considered to be an important component of search engine optimisation techniques, and major search engines incorporate this factor in their ‘relevancy’ algorithm. Link building is an off-page optimisation technique and therefore focuses on the theme and content of the websites.

There are two types of links you can establish on the web. One type is to trade links (link exchange), where you give a link from the links page on your site to the partner sites. The second method is to establish only ‘incoming links’, also called ‘one-way links’ or ‘non-reciprocal links’. With non-reciprocal links, you do not need to link back.

Google uses a system called ‘Page Rank’ which relies on the democratic nature of the internet by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote by page A for page B.

But Google looks at more than just the sheer volume of votes, or links a page receives: it also analyses the pages that cast the votes. Votes cast by pages that are themselves important weigh more heavily and help to make other pages important.

Some of the techniques EDS follows in one-way link building include:

  • submitting your site to various human-edited directories including DMOZ, Yahoo and hundreds of high-page-rank directories specific to your category
  • trading links with topical hubs and related sites
  • negotiating links from related sites and portals
  • writing compelling articles and getting them syndicated
  • issuing press releases with signature links to your site and syndicating them across various newswires
  • sponsoring charities, blogs or websites related to your site
  • commenting and posting on blogs and forums specific to your subject
  • social media optimisation and social bookmarking
  • video and viral sites e.g. YouTube and Google Video
  • link bait in the form of exclusive news, games and other interactive media
  • people interested in your site may link to you without you asking
Blogging for links

Blogging is an effective way of building valuable back links to your site by providing content that visitors will find useful. By adding additional, related content you will not only encourage other sites to link to you as a good resource (building your credibility with Google) but will increase your ability to target more keywords.

Advantages of optimising a blog:

  • more content is being indexed by the search engines.
  • faster indexing – blog news is always indexed far quicker than standard web page content, giving you extra instant exposure.
  • internal link strength – internal link strength is increased by content which is added that contains links to specific pages of your website.
  • long-tail keywords – a website which contains more content will allow you to receive more specific ‘long-tail’ keyword searches when a particular word is used on the search engine which cannot be targeted with the regular SEO.
  • subscribers are notified automatically of any updates by subscribing to your updates via RSS.
  • discussion – interested parties and potential customers often comment on news content on the blogs which generates discussion and user participation on your website.
  • improves enquiries – articles that are knowledgeable and well written about your business, product or sector are a good sales tool to encourage readers to enquire about your services.
  • community building – a community ‘feel’ on your website is created when users post comments and interact with each other, and users will return to continue in the discussion with other users via your website.
Social Bookmarking

When users have a good experience with a website or have interest or loyalty to a brand, many will use social bookmarks to add you to their favourites. These bookmarks are then publicly available on sites such as Delicious, Digg, Facebook and StumbleUpon.
Search engines regularly crawl social networking sites, and because humans are using these sites to organise their favourite web pages, search engines say that this provides a very strong indication that the ‘vote’ cast for the web page is extremely relevant.

Linking out

Although not as beneficial as incoming links, this can benefit the site in a few ways:

  • linking to other related sites through your copy makes your site come across as a more natural part of the web and it is therefore a grading factor taken into account by search algorithms.
  • it associates your website as a source of good information.
  • visitors will be more likely to link to your site if they find your information and link-outs relevant and useful.
  • it can also provide a ranking boost in clustering engines such as
  • Social media optimisation
  • there are a number of options for tapping into social media networks, including:
  • creating viral videos
  • creating profiles or groups on social networking sites
  • developing applications or games for social networking platforms
  • co-branding
Social media optimisation

There are a number of options for tapping into social media networks, including:

  • creating viral videos
  • creating profiles or groups on social networking sites
  • developing applications or games for social networking platforms
  • co-branding

Clients Saying


EDSFZE got us top rankings on all of the major search engines where in the past we were unable to even show up on them. Netdogz did what they promised, when they promised, all at a fair price. We couldn't ask for more.. Mr. Amin Sheybani - CEO, Vivandi


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