How To Optimize Off-Page Content for Better SEO

If your goal is to publish a lot of meaningless content that doesn’t get read, then you’re in the wrong place. On the other hand, if you desire your pages to engage and help the reader take some type of action based upon what they were searching for when they found your site, read on.

With time and proper SEO practices, visitors will likely show up on your site through search by using keywords that relate in some way to your page. With that said, it only makes sense that you should optimize your off-page content in a way that promises to alleviate whatever issue led the searcher to your door.

All you have to do is consider the impact of your keywords before you use them. This is very important because the keyword you choose is actually your first promise to your potential visitor. If I were going to rank something like “why is the sky blue”, I would want to make sure my page does a couple things right away so that they click my link.

Proper Meta Data

A good way to digest Meta Data is to view it as a miniature representation of your real page: sort of like a business card. It includes a title, description, and tags. Tags are not as important to search anymore so I will focus this article on just the title and description.

Meta Title

The first thing that has to be done is to come up with your title. Meta Titles are the text you see at the very top of the page, on the tabs, beside the little logos known as favicons. They are also the linkable text that you see in the search engine results page (SERP). This means that it is the first thing your potential visitor sees in regards to organic search traffic.

You might use something like; “have you ever wondered why the sky is blue?” Did you notice that the keyword is in the page title? This is important for search engines and visitors alike. Search engines and visitors use it to help determine what your page is about. It can push you rank higher and get more clicks because it is directly relevant to your chosen keyword.

Meta Description

A must do is to clearly let the reader know that your page will solve their problem by explicitly stating that it will do so in the description. This is the text portion that shows up in the search results. For those of you that are not familiar with this, it is the snippet or short paragraph you see directly under each link after you search for something in Google (or other engine).

If you do not manually set a Meta Description for your page, Google will just use some of the text from the first paragraph of your article and go with that. This is not advisable because it technically qualifies as duplicate content. It also does not convert as well since your description is the second promise you are making to your potential visitor, and there is no need to have them read the first couple of sentences twice. You might use something like the following:

“This article is in response to people like you and Bob that want to know why the sky is blue. After much research and contemplation, you can now find the answer in this article by visiting my page.”

A description like this says, “hey you…yes, you in the green shirt… you have been wondering why the sky is blue right…awesome…you’re not alone…I have spent a good deal of time finding the answer for you…come on inside and instantly solve your problem right here on my site.”

Now you have clearly set the stage with some direct promises that show confidence in your ability to deliver a solution. It can help make a difference when your content is sitting in the fifth to eighth spot on page 1 of Google Search, which is where many of your articles will hover at by the way.

There is a definite difference between ranking a keyword and closing the deal on one.

Just make sure you do not ask for anything until you have provided them with something valuable first. And what you are providing is always the answer to whatever problems the reader is facing, which led them to search with your keywords in the first place.

Keith Bishop is the founder/designer at Online Digital Junkie. He also co-manages an up and coming travel nurse blog with his wife Melissa.


23 thoughts on “How To Optimize Off-Page Content for Better SEO”

  1. Thank to the super content sharing.

    Search engine optimization also include the keyword link to your web page.

  2. Good content for blogger. They can develop their blog for better.

  3. I did not know that the Meta description was so important. I will implement the advice given on my blog and websites.

    1. KeithBishop says:

      Sounds like you have some work ahead of you. It should pay off and increase the value of your pages though. Google likes fresh content on old pages. @Faizan Elahi ( BestBloggingTools)

  4. fas says:

    Some nice and rule book tips.

  5. itsabhik says:

    Nice one Keith, but Google now dynamically generates the snippet based on the searched query.

    The meta description that you manually enter shows up only when you search for site:pageurl operator.

    1. KeithBishop says:

      Sometimes yes, but normally it is because the author has done it wrong. It also is more limited to the long tail where there are a greater variety of keywords being used. It should not often affect searches for your main keywords.

      “Some of the circumstances that cause Google to not use text from your Meta description may include:

      The information in the Meta description tag was not specific to the page it was on.The search query used some words that were not in the Meta description, but those words (or some of them) were used in the page content. This includes words that Google considers somewhat synonymous, such as “copy” and “copywriting” or “SEO” and “search engine optimization.””

      @Abhik

      1. Abhik says:

        According to Matt Cutts, Google is actually started using meta description way after they stared the dynamic snippet generation.

        Here is a good watch

        http://www.youtube.com/watch?v=HtSzi2MUegs

        @KeithBishop

  6. Harshad says:

    This is so easy but I see lot of top sites miss on page SEO. Overdoing this is also dangerous.

  7. joelafoust says:

    This is good info. It is so basic, but there are so many people getting interested in affiliate marketing, making an email list, drawing traffic, etc. We find there is no shortage of people who need to learn these things. I find myself meeting more people who want to learn. Great post.

  8. manish55 says:

    Very nice sir!

    please tell me if i want to write a guest post than what is the procedure to make a post!

    thanks for the information……

    1. KeithBishop says:

      All I did when I became interested in guest posting was to check out the submission guidelines for guests at Problogger. I did not see that John had anything formal posted here. If he did, I would have followed it.

      I am actually a bit surprised with my results. So far,100% percent of my submissions to other sites have been published. I think the key is to write about things that are related to the site content but doesn’t follow the main thread too closely.

      These guys (like John – 6000+ pages) publish a lot of content, so getting something fresh is apparently has value. In this case it turned out to be worth two PR 5 “dofollow” backlinks! The results are well beyond what I had expected.

      @manish55

  9. HD Cafe says:

    Thanks for useful article. By the way, I also recently wrote a review about your site on Alexa.

    Good Luck.

  10. JoelCowen says:

    Great stuff. I think SEO is so much easier with WordPress, especially if you get a free SEO plugin it makes it very easy to implement in your site. Right now I’m using SEO Ultimate, it’s pretty cool.

    1. Blog Tips says:

      @JoelCowen Is that so? I never use wordpress. Once I tried but not get very familiar with it. Do want to work with codes (HTML/PHP) to build a perfect wordpress site?

  11. edgar says:

    I use wordpress for all my SEO. if you use anything else good luck. Great guest post.

    1. bigclasses says:

      @edgar Sir, Please give some tips for doing SEO in wordpress.

  12. edgar says:

    John I hate your new comment system. Please switch back.

  13. thanks john, really useful for me….. hope, it will work for me.

  14. really very useful article esp. for those who are new in the field of search engine optimization. and i agree with Harshad overdoing this is really very dangerous as it said excess of anything is dangerous.

  15. Blog Tips says:

    Really helpful john. I’ll implement this to my blog today itself. Thanks for sharing.

  16. Andru says:

    Thanks for the tip, It seems helpfull

  17. short concrete tips.. still seo is very vast, but this article could help too… one tips for everybody , dont write for the sake of google but your reader..

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