Off page SEO refers to the strategies performed outside of your website that can be used to improve your search engine rankings. When someone mentions off page SEO, they are generally referring to link-building or techniques that provide your website with some kind of coverage or exposure. The driver of any heavy-duty link campaign is the quality and volume of your content. If your content is of average quality and covers the same information dozens of other sites have covered, it will not attract many links Ranking organically in search for product keywords should be an ecommerce stores end goal because this brings a consistent passive stream of targeted traffic to your website. Links with longevity suggests that your site is an established voice for whatever topic it covers.Focus on ROI Instead of Keyword Rankings
Sometimes, your site will need some downtime, so you can fix things or update plugins. Most of the time, this tends to be a relatively short period in which Google will most likely not attempt to crawl your website. Google can, and does, ignore low relevance links. The worst offenders are generic links (“click here”) and even worse, off-topic links. With for instance the rise of voice search, longer keyphrases become more and more common. Using a long keyphrase five times in your 300-word-article will look so unnatural, that it’s not a good practice at all, where using a certain keyword five times might fit there. Inbound links pointing from other websites to your website are critical to establish the credibility of your business in Google’s eyes.Incorporate relevant keywords
Who wants to get a 404 page after clicking on a link? Broken links make for bad usability. Not only that, search engines consider a large number of broken links as a signal of an old, neglected site and this can impact your SEO ranking. Keyword research is a critical component of SEO. What search terms do people use when searching for products or services similar to yours? How do those terms match up with your site hierarchy? Social signals may not play a direct role in ranking your site. But social shares generate more eyeballs on your content. And the more eyeballs you get, the more likely someone is to link to you. Imagine what a one-second increase in website load time could do for Amazon? More importantly, what could it do for you?Keep Your Content Updated
While an exact-match domain can still rank as well as a traditional domain, they are at a higher risk for being marked as spam and are viewed as being less trustworthy. Information Architecture allows people and search engines to better understand the content structure on a site. Higher volumes of backlinks are great, but combining that with high diversity is what’s really going to move the needle. One of the most common problems that I hear from people looking to learn more about SEO is that they don't know what information to trust.