Advanced SEO: Unit 2 - Off Page SEO
Clearingly | Web Business, Sharpened.
Advanced Search Engine Optimization
Off Page SEO
Ron Pascal
What Is Off Page SEO?
• Ranking factors “off” your website which
determine your rankings
• Extremely important for ranking (Larry Page
built Google off these factors)
• Higher quality links mean better chances for
ranking in #1 position
What is a High Page Rank?
• Page Rank (PR) determines the quality of your
website
• If you receive a link from a high Page Rank
website, you share ranking ability together
(link juice)
• High Page Rank websites linking to you moves
your Page Rank up
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Advanced SEO: Unit 2 - Off Page SEO
Clearingly | Web Business, Sharpened.
Understanding On Page & Off Page
• On Page SEO is almost more important than
off Page
• On Page helps you GET FOUND, while Off Page
BOOSTS you up
• Doesn’t matter how quality your links are, if
Google bots don’t understand the context of
your website (which keywords, theme, etc)
• Most times good “On Page” is enough to rank
(local)
Backlinks
• Body of links that are pointing to your website
• Can be checked using Majestic SEO, AHREFS,
or MOZ Backlink Checker
• All tools use different terms, but summarize
the same information
Metrics
• Trust Flow:
– Quality of your website from it’s links
• Citation Flow:
– Number of links coming to your website
• Domain Authority:
– Quality of your entire website
• Page Authority:
– Quality of a specific page
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Advanced SEO: Unit 2 - Off Page SEO
Clearingly | Web Business, Sharpened.
Metrics
• 1:1 Ratio of Trust Flow : Citation Flow is what you want
• This means that you aren’t spammed, and you are trust
worthy
Examples:
• High TF; Low CF: Quality links from a few sources (Good)
• High TF; High CF: Quality links from a lot of sources (Good)
• Low TF; High CF: Low quality links from a lot of sources
(Spam Warning)
• Low TF; Low CF: Low quality links from not too many
sources (not that great)  Most websites are here
Anchor Text
• Keywords use when linking to your website (or someone else’s)
• Having a variation of branded anchor text, main keywords, and LSI
keywords helps Google bots understand the theme of your website
• Direct keywords should be about 15% of anchor text profile (higher
will look like spam)
Example: (1/6 = 16%)
• Ron Pascal Boston SEO Expert
• Boston SEO Expert
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• Digital Marketing Information
• How To Rank Online
• www.clearingly.com
Referring Domains
• Number of domains linking to your website
• Try to receive as many high trust flow links as
possible (having one link giving you high trust
flow and losing that is dangerous)
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Advanced SEO: Unit 2 - Off Page SEO
Clearingly | Web Business, Sharpened.
Building Your Own Links
Black Hat: manipulating search engine and user
performance for higher rankings
• Example: Building your own links using PBN’s
– Good: Helps you increase rankings very fast
– Bad: Hard to hide footprint in long
Avoid using:
• Same plugins
• Same IP
• Same hosting
• Same name or emails
Building Your Own Links
White Hat: achieving rankings through good
content and user experience
• Getting links from natural sources and not
building your own
– Good: Long term safety and guaranteed rankings
– Bad: Takes too much time and top guys don’t rely
too heavily on this
• The best strategy is using a mixture of both
(for heavy competition and faster rankings)
Buying Links
• Before buying links or PBNs, use Way Back
Machine to see if the website has previously
been spammed
• Check links using Majestic, AHREFS, or Moz
Tool and look at their backlinks or anchor text
• Avoid foreign links, X-Rated Content, drugs, or
anything SPAM related
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Advanced SEO: Unit 2 - Off Page SEO
Clearingly | Web Business, Sharpened.
Social Signals
• Backlinks from social accounts that help you
rank
• A mixture in links to your website help you
appear natural, boost rankings, and help user
• You can purchase social links from others, or
build your own using social media accounts
(link back to your main website)
Strategy
• Do not throw all your links at your website in
one day. Back linking should be timed
appropriately
• 1-3 links a week should be fine. You want to
simulate natural rankings as well as provide
good content and user experience
Competition
• Analyze and take links from your competition
• Ranking over your competition comes down to
– 1.)Who is using On Page SEO correctly?
– 2.)Who has the more quality backlinks?
• Ranking is relative. You don’t need 99 Trust Flow
to Win.
• Do not ask “Can I beat them?”. Ask “How much
do I need to beat them?” (links, social signals, on
page SEO, etc)
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Advanced SEO: Unit 2 - Off Page SEO
Clearingly | Web Business, Sharpened.
Google Disavow Tool
• Remove links from competition trying to
sabotage you
• It happens sometimes, so every now and then
review your link profile
• You can also “hide” your backlink and search
information from sites like Majestic and SEM
Rush by either
– 1.) Blocking .htaccess
– 2.) Using Spyder Spanker plugin
Action Steps
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