Aug 14, 2007

LEAP University - The Impact of Off-site Activity on SEO Results

Much emphasis is placed on proper on-site optimization when discussing search engine optimization. While on-site optimization is important in ensuring that your company site maximizes the indexing and ranking that occurs when a search engine spider crawls your pages, a well-rounded and complete SEO plan should also include off-site efforts to increase page rank and relevance for your corporate site.

The simplest and most obvious of these efforts is to submit online press releases, or media releases, through outlets such as pr.com, prweb.com and prnewswire.com. A well-written and genuinely newsworthy media release can increase your relevance when it includes inbound links to your site. While most of these online outlets have a free service available, using the paid submittal service will ensure better positioning and can result in your release being picked up by other news organizations and aggregators, increasing the SEO value.

Another effective offsite activity is social media marketing. Getting involved in online conversations through blogs, social networking platforms, and discussion forums is a great way to not only create buzz for your organization, it can also increase your page ranks when appropriate inbound links are used.

However, it's important to make sure that the person tasked with your offsite public relations and social media marketing is well-versed in both your brand and online etiquette. Even a CEO can make serious missteps that negatively reflect on your company. A perfect example would be the recent scandal involving Whole Foods CEO John Mackey, who was discovered anonymously posting derogatory comments about a competitor in online forums and blogs.

When it comes to offline SEO activity, what you say, when you say it and where you say it are all of critical importance.


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