4.3.3.4 Off-page optimisation

A good recommendation from a trustworthy person is better than own advertisements. This motto is valid on the internet as well. Without any links a web page cannot rank well. Every incoming link is assessed by the search engines as a recommendation from another page. For the importance of these clues Google’s PageRank provides good clues. For example a link from the Amazon starting page is much more worth than a link from an unknown, private web page. This means that a web site owner or an online marketer has to build up their links constantly. It is possible to use the structure of the Web 2.0 for a good link building (Chaffey, 2009, p.511-512). There are social networks, blogs and web catalogues where one can promote one’s own web page for free. Another method is to write articles about products and services in communities like OpenPR in order to get qualified traffic and backlinks.

It is controversial whether the domain name or the document name plays a role in the assessment. But it is recommended to put the keyword into the document name not only for orientation of a user, but also to have the keyword automatically in a link which is given by another web site. For instance the URL www.shopping.com/food is more convincing than www.shopping.com/category6 (SEO United, 2010).

Search engines evaluate current content higher than old ones. In particular the change frequency of the document will be assessed. A high frequency of change is regarded as evidence of being up-to-date and value. A positive side effect is that crawlers visit the site regularly and update the index. It seems that Google prefers the type of HTML document type instead of PDF, because HTML documents are frequently updated. However, it is difficult to verify whether it is a preference because of the types of documents or the actual update frequency (Raue, 2009).

Max Adler Salzhemmendorf Webdesign

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