If you have ever wondered how important off-page optimization is, then ask yourself this question. Why do major companies put their brands on tee shirts, coffee mugs, and other items? Because, it is effective brand advertisement! The more the message is seen, the more likely it is that customers will buy their products.
The same principle applies to off-page optimization for websites. However, instead of using tee-shirts, mugs, etc, the SEO typically uses links included on other websites to do the branding. This technique accomplishes two functions. First, it opens additional ports through which potential customers can come to your website. Second, the major search engines use the links from other sites to help establish the popularity of the site being linked to. They then use this popularity to help determine the ranking for that site.
To really evaluate the importance of this off-page optimization, consider the effort and money that Google, Yahoo, and other companies put into getting a link to their sites from other websites. Google’s AdSence ads are seen on websites all over the world. So are Ebay ads. Why? The answer is branding and search engine optimization.
There are a number of ways to get your site linked from other websites. Affiliate programs, free directories, link exchanges and partnerships with other relevant websites. Whichever option that you choose to use, be careful to make sure that the linking site is relevant to yours. Search engines do evaluate the relevancy. You will also want to be mindful of the sites that carry your link. If those sites are not in sync with the moral, ethical, and philosophical standards that you set, then your reputation could be at risk.
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