The SEO factors that influence the ranking position of your web page can be classified as on-page factors and off-page factors. You can directly control on-page factors, such as content relevance, by implementing SEO techniques. You can also indirectly influence off-page factors, such as web page popularity and authority, by creating unique, high-value content that benefits users.
An example of on-page SEO is a situation where you repurpose legacy content to solve user problems in the specific context of users. For example, you may create an FAQ page and link it back to an enterprise knowledgebase comprising numerous pages of content. You may frequently update the FAQ to address ongoing user queries and add keywords as metadata to make the FAQ searchable. The FAQ provides a search-friendly interface that quickly points users to the most relevant topics using links.
For more information on on-page SEO improvements using Adobe® Technical Communication Suite 3 (TCS3), see Using TCS3 to implement authoring guidelines for search-engine-optimization (SEO).
In this blog post, we will focus on influencing off-page factors to boost your page rank.
In addition to on-page content relevance, search engines rely on off-page factors to distinguish between valuable content and irrelevant content created solely to achieve a high rank. Search engines consider the number and quality of backlinks to your page as the greatest indicator of popularity and authority. The more people link to your page from relevant websites naturally over time, the more search engines consider your content popular and reliable.
Search engines also analyze the anchor text people use to reference your content to determine the relevance of your content. For example, people may link to your TCS3 online Help topic Rich media using phrases, such “rich media publishing”, “Flash PDF”, and “rich media PDF”. Search engines will rank the topic higher if the content reflects the referenced phrases and builds around them.
Here are some backlinking strategies that may help attract links naturally to your web page.
Write to the webmasters and site owners of popular websites in your niche, requesting them to link to your content. Be polite, professional, and clear in your communication with them. Provide a brief description of your web page content and explain how it relates to their site.
Write personalized emails to each webmaster. (Do not send blanket emails).
Try to convince the webmasters that you actually read through their site and appreciate it. Explain how they might benefit by linking to your content. You may probably receive a number of similar linking requests in return. Exercise your judgment before you oblige.
Link to your content from your profile pages on social networking sites, such as Twitter and Facebook. Consider creating a special-interest group that people can join to get information about the topic. For example, create a special-interest group to provide information and updates about for your topic “Rich Media Authoring using TCS3”. Post a synopsis of the content on YouTube and Slideshare to let people searching for the topic on these sites know about your web page.
In addition, bookmark your content on sites, such as StumbleUpon, to create a dynamic audience for your content. The more people see your content, the more likely it will attract links.
Use social networking sites to establish long-term relationships with key social media influencers, who can help your content travel far and wide. You may also use their recommendation to promote your content in social networks to attract traffic and links.
Write guest posts on popular blogs and other content sites to prepare the background for links back to your web page. Contribute valuable content that benefits users. Generous content contribution enhances your reputation and prompts users to link to your web page.
Include a link to your web page in the byline of your blog post. Some websites may also let you link to your web page from within the body of the content of your blog post. Use this strategy only if the content in your web page is absolutely relevant to the context.
Identify popular websites that discuss your topic and link to them from within your content. Proactive linking may help draw the attention of the site owners and key influencers in your field. They might return the favor by linking to your content.
However, linking out casually does not help much. To make an impression, contribute something useful on these sites by way of comments. Mention about your web page naturally in the context of your conversation to bring it to the attention of the influencers.
Publicize your content on social media news sites, such as Digg and Technorati to drive traffic to your web page. If your content is engaging, many people may be prompted to link to your web page. Subscribe to blog aggregator services to create more exposure for your content.
Moreover, you can publish your content on other websites relevant to your niche to drive quality traffic to your web page. For example, if your content pertains to a specific technology, publish it on technology news websites, such as SlashDot.
Submit your content to article directories, such as Go Articles for publication. Publishing content on article directories showcases your content and drives traffic to your web page. Steady flow of traffic creates opportunities for your content to be referenced in other posts and articles. Backlinks from reputable sites greatly enhances the popularity of your content.
Submit your content for listing on link directories, such as DMOZ and ExactSeek. Listing your content in these directories causes new backlinks to flow to your web page quite rapidly.
Reputable link directories usually have a strong and clear editorial policy to review all submitted content to identify quality content. They only list websites/pages that have high-quality content.
Achieving a high page rank depends not only on content relevance (on-page) but also how well you showcase your content in relevant ecospheres by influencing off-page SEO factors.
If you implement the backlinking strategies effectively, you can carve out an impressive web presence for your web page. However, you must supplement this effort by supplying valuable, up-to-date content to achieve maximum impact.
Use all avenues and media (albeit judiciously) to ensure that your web page attains a high mindshare. Look out for changes in page ranking methods used by search engines, and re-adjust your SEO strategies accordingly to ensure your page always ranks high.
Last but not the least; always use ethical SEO techniques to achieve search engine ranks.
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