The most troublesome problem faced by most dedicated search engine optimisation consultants arises in the field of off-page optimization. It can be very difficult for a search optimization specialist to publish the articles that are designed to promote his client’s website, especially of the quality and number needed to make a real difference to the natural search engine positioning of the pages of his client’s business. These articles should comment on matters that are relevant to the organisation’s website without appearing as explicit advertising for the business being promoted. It is possible to name the business being promoted but only obliquely, such as in the context of a news article.
There comes a time for every search optimization specialist when writer’s block is very troublesome. Suddenly there appears to be a lack of news being produced anywhere concerning the field in which his client business operates. This would typically be a source of inspiration for his own articles. Perhaps it is time to revisit any articles that the author has already composed for inspiration. A simple re-issue of an old abstract will not work. Most search engine optimisation agencies use a distribution mechanism that will recognise old articles. Old articles that have been re-edited may work, but even this can lead to rejection by the distribution mechanism. The articles need to be noticeably different to the source, even in the author is plagiarising himself. This is why the many search marketing commentators believe that all off-page optimization articles must be spam.
A suggestion that has been made by one optimization specialist is to convert old articles into different media. In the right circumstances, all ten entries on a search engine results listing can reference a single business. This will have to include references from social channels and video outlets such as YouTube as well as traditional backlinks to the organisation’s website. This can even involve the conversion of old articles into audio files. Just as for the normal articles, there must be websites prepared to accept these converted audio files designed to influence the natural search engine positioning of the related website, coupled to enough pertinent keywords to enable a search query to find them. While this idea may not actually be unethical practices, it certainly creeps in to the grey areas that some search engine optimisation consultants choose to operate. After all, only the most curious user is going to be fascinated enough to listen.
The early stages of the search optimization process tend to be spent applying physical enhancements that once done do not have to be reconsidered very often. An interim review of keywords chosen for emphasis may demand such enhancements but rarely. The most relevant impact on the natural search engine positioning of a website’s pages is the gathering of backlinks from reliable locations, and much of this is achieved through the creation of off-page optimization articles. While your search optimization specialist is trying to obtain an improved placement for his client’s pages, it is always going to be a struggle to publish sufficient variety of the right type of promotional abstract.
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