Dominance of Off page optimization
Few years back (not too long ago),site optimization was the dominant factor for SEO of your website which we called as on page optimization.This process involved refining of meta tags,good content and other internal optimization techniques.Off page optimization used to have only one way links,thats it!
But today, things have changed.No, I am not saying on page optimization has lost its importance or its no more responsible for search engine optimization,but you can really dominate the first page listings of SERP of search engines with other off page optimization techniques.For example, if on a specific set of keywords, your website is ranking on #6 position of first page in Google,what about other positions?There are few techniques through which you can occupy other positions of the search result pages too and this can be done with the help of other websites which includes social media,news,forums,blogs etc.
In the recently held conference SES New York,this was elaborated that you can dominate SERPS without paying attention to your websites too.This can be done with the clever usage of sites involved in social media,blogs,news etc.
As we all know,there has been changes in the way search engines display results since now they also include local results,news results,image results,social results etc.So, now we have quite good opportunity to occupy various positions of SERPS with the help of these techniques. All you need to do is being active in these sites.
So, to sum up,today you can dominate SERPS with your listings in just few ways:
Optimizing the Content
Of course text optimization still remains the important factor but you can also optimize YouTube videos & images on your website.Since videos and images have become a part of the SERPS of major search engines.
Using social media techniques, you do not only make sure to reach your target audience and like minded community, but it also helps your sayings & thoughts to rank on various search engine ranking positions.So be active on these websites.
There are many other sites which are given importance by the search engines, for eg. news,forums & press releases.You can be an active member of these sites and frequently post on them which will help you go gain positions on SERPS other than your own website which has already gained a better position.
Having said all this, I believe you can really dominate search engine ranking positions with your off page optimization techniques!