Search engine optimization encompasses both “on page” factors (like body copy, title tags, H1 heading tags and image alt attributes) and “Off Page Optimisation” factors (like anchor text and PageRank). The general idea is to affect Google’s relevance algorithm by incorporating the keywords being targeted in various places “on page”, in particular the title tag and the body copy (note: the higher up in the page, the better its keyword prominence and thus the ranking). Too many occurrences of the keyword, however, cause the page to look suspect to the Google’s spam checking algorithms.
Off page optimisation (off-page SEO) are strategies for search engine optimization that are done off the pages of a website to maximize its performance in the search engines for target keywords related to the page content. Examples of off page optimization include linking, and placing keywords within link anchor text. Methods of obtaining links can also be considered off-page optimization. Links can be obtained through Public relations, Article distribution, Social networking via sites like Digg and StumbleUpon, Link campaigns, such as asking complementary businesses to provide links, Directory listings.
The SEO typically uses links included on other websites to do the branding. This technique accomplishes two functions. First, it opens additional ports through which potential customers can come to your website. Second, the major search engines use the links from other sites to help establish the popularity of the site being linked to. They then use this popularity to help determine the ranking for that site. This also helps to increase the page rank in google. Google AdSence ads are seen on websites all over the world. This is nothing but the part of off page optimisation So are ebay, adbrite and yahoo ads.
There are a number of ways to get your site linked from other websites. Affiliate programs, free directories, link exchanges and partnerships with other relevant websites. Whichever option that you choose to use, be careful to make sure that the linking site is relevant to yours. Search engines do evaluate the relevancy. If those sites are not in sync with the moral, ethical, and philosophical standards that you set, then your reputation could be at risk and this can affect your site traffic also.