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This is How You Should Be Optimizing Your Website (Part 1)

Max Anderson

Successful inbound marketing requires that your website can be found online. No matter how good your website is, it’s valueless without traffic. That’s where search engine optimization (SEO) becomes important – it comprises a set of techniques and activities that increase the visibility of your website.

Website traffic is the top of the marketing funnel – without a lot of traffic, you will have trouble making a lot of sales. SEO is concerned with non-paid (also known as organic) search, as opposed to paid placement programs such as Google’s AdWords.

Off-Page SEO

Let’s begin by concentrating on off-page SEO – things that you do to increase website visibility that don’t affect website content. Off-page SEO is accomplished through an inbound (or backlink) link strategy. The key is to get authoritative websites to link to yours. In the parlance of the industry, high-ranked websites spill link juice onto your site by linking to it.

As you increase the number of inbound links from authoritative sites, you receive a higher rank from search engines, lifting you to the holy ground known as a Page One result. The top of Page One is the first place ranking – if you can get that slot, you are virtually assured of high traffic volume.

There are a number of things you can do to advance your link-building strategy:

  1. Create compelling content that provides high-quality information that is educational and/or entertaining. When you have something interesting to say, other websites will link to yours.
  2. Make sure your website is submitted to online directories, such as Technorati. These directories link to your website.
  3. Submit guest blogs to other websites in exchange for a link back to your website.
  4. Buy link packages – original articles containing a backlink to your site, posted on authoritative websites.

Not all link packages are the same. You need to have your links originate from domains with a Page Rank (PR) of at least four. Page Rank is how Google measures the authority of a website. Good providers offer packages with Page Ranks ranging from PR4 to PR6.


As you can see, there are a number of ways to boost your website visibility using backlinks. If you have the time and the talent to create a compelling daily blog posting, you may be able to garner backlinks slowly over time. To accelerate the process, use a high-quality paid-link service to boost your website towards Page One.

In our second part we will be turning our attention to On-Page techniques where we look at how you can optimize your site’s pages in order to benefit from better search engine rankings. Using both of these on-page and off-page methods will together help your site perform better in Google.

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