Due to the ease with which on-page seo can be manipulated search engines now place more weight on so called
off page seo techniques
. Google made this form of ranking famous with its patented PageRank algorithm but researchers discussed using ideas such as link anchor text as far back as 1994.Off-page seo techniques
are obtained from sources other than the website.Probably the most important of these criteria are the quantity of inbound-links using anchor text containing your target keywords. These should come from pages covering similar topics, preferably from large, long established authority sites. In the case of Google the higher the PageRank the better. All other things being equal, a link from a PR6 site is worth around eight to ten times that of a PR5 site. Remember that Google uses all inbound-links in its ranking process, not just those shown by the 'Backlinks' option of the Google toolbar. If the page has the luxury of many inbound-links then mixing target keywords to cover different queries is a good idea. Since Yahoo! acquired Overture and dumped the Google index it has published an index called WebRank. This is based on the number of incoming links to a site. It would seem likely that this is also a factor in their ranking process.
Some search engines also rank sites based on usage information. This is called Click Density and was pioneered by the DirectHit engine. The search engine monitors the results pages to see which links users actually follow. This is a kind of quality control although is affected by on-page factors such as the Description META Tag and other summary information the search engine uses to describe the page.
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