SEO Audit Final submission (due February 8, 2019 5pm est)

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Running head: OFF PAGE OPTIMIZATION

Student’s name

Institution

Date

Off page optimization recommendation

Computer technology has greatly advanced over the recent years and internet has made it easier and reliable to do businesses. Several firms are now using their own websites to do campaigns and advertise their businesses. Google however, is always crawling websites to rank them algorithmically according to their relevance, authority and usefulness and this determines where they show up in the search engine (Traffic Soda, 2017). In order for a firm’s website to appear at the top of Google, Search Engine Optimization (SEO) services are required and alexa traffic rank is on e of the best webs offering the service. There are different SEO strategies that helps a firm acquire search optimization and one of them is the off page technique (Traffic Soda, 2017).

I recommend off page optimization for the emirates group (international aviation based in Dubai) to make their website appear at the top of the search rankings (increase traffic). This technique will help their website acquire authority using factors outside the website like the links (Traffic Soda, 2017). Owing to the fact that the emirates group deals with passengers and cargo shipment allover about 6 continents, there is need for them to advertise their firm so that they may attract more potential customers. Acquiring links from other outside websites will increase traffic and also signals Google that the services they are offering are valuable thus increase their rank (Babayigit & Groppe, 2018).

Getting to know your competitors is very important for every business that is why alexa rank is the best option for the emirates group. Alexa.com has a competitive analysis tool that will help the group visualize and understands competitors’ strategies. By doing so, it enlightens them and they can now strategize ways of winning their competitors. Apart from that, the emirates group can be able to measure their traffic rank by looking at the number of links pointing to their website with the help of alexa.com (Behnert & Lewandowski, 2015).

When employing off page optimization technique, building on links from other websites is very essential in search optimization. Despite the fact that the more links the higher the authority, it should also be clear that not every link is valuable. Links that have a greater influence are more valuable (Babayigit & Groppe, 2018). For example a link from “world airline authority” pointing at emirates group is very valuable because their link is very authoritative. Apart from that, world airline authority content is relevant to emirates group since they are all related to aviation. In a nutshell, links that are authoritative and have relevant content to the linked page are valuable and they give search engines signals that the content they are offering is good.

Aside from relevance and authority, links from sites that have a huge back links (a large number of links) also have more value (Babayigit & Groppe, 2018). With all these features of off page, I recommend this SEO strategy to the emirates group because; acquiring more quality/valuable links pointing at their website will make their site appear at the top of the search engines. Appearing at the top makes it easier for them to market themselves because their customers will be reaching out to their websites much easier. Apart from that, positive recommendations and comments from the links will make more customers believe in them and notice their good services and this gives them an upper hand thus advancing their markets (Traffic Soda, 2017).

Finally, off page optimization is a very good SEO strategy and is very positive when it comes to attracting traffic but the only big challenge could be the quality of content the website is offering and the target clients. High quality content and media pictures are very appealing and shares information much easier and this will be beneficial to the emirates group if put into consideration. Also, learning, understanding user needs and providing what is relevant to them is also very important. Apart from that, sharing content to as many people as possible and even having a website that has high authority increases the firms ranking (Traffic Soda, 2017).

References

 Babayigit, S., & Groppe, S. (2018). Webpage Ranking Analysis of Various Search Engines with Special Focus on Country-Specific Search. Open Journal Of Web Technologies (OJWT), 5(1), 44-64.

Behnert, C., & Lewandowski, D. (2015). Ranking Search Results in Library Information Systems — Considering Ranking Approaches Adapted From Web Search Engines. The Journal Of Academic Librarianship, 41(6), 725-735.

Traffic Soda. (2017). On-Page and Off-Page SEO: A Quick Guide - TrafficSoda. Retrieved from https://www.trafficsoda.com/on-page-vs-off-page-seo