Off page Search Engine Optimization involves tasks that you usually perform off your web pages to get better search results on popular search engines. Once you have fixed the basics on your web pages and made it search engine friendly, its time to considers factors that affect the overall search results but its not on your own domain or web pages, but outside like posting on directories, or building links or submitting your website to popular directories like dmoz.org
In order to optimize your website to appear on top of the search engines, both on page SEO and off page optimization is equally important and your SEO process must balance them.
Why off-page optimization is Important for better search engine results (SER)
Every Search Engine has their own unique algorithm and they use this algorithm to assign certain rank (page rank) to each of the web page while crawling. But in general each of them (search engines) assigns page rank to every page that they crawl and higher ranked page appear on top of the search results.
Link building and its impact on page rank
Now there are several factors that are considered while assigning rank to a web page, but the important one is the backlink. Lets say your website is about Interior Designers and if you are putting a link to another website of Interior Design magazine, then the magazine website earns a vote. In other words you are endorsing that magazine website and google and other search engine assumes that the magazine website is relevant and they consider it as popular (also called as link popularity). Every Such link affects the page rank.
So How many web sites are linking to your website site directly affect your page rank and if the website that is linking to your website is popular or very large hen that is an added advantage and it even better.
Consider linking to popular websites relevant to the industry that your website serve to build link popularity and increase your page rank. Also as discussed in on-page optimization tips, your anchor text for the backlinks must have relevant keyword or key phrase to make it more effective.
Another important thing consider is the quality of backlink. Quantity is less important that quality, so try to get backlink from top-notch websites who command authority in your industry/sector.
Remember “SEO is all about Fresh and relevant Text, Links, Popularity and Reputation”