Definition: Optimization techniques applied externally to the website

Focus: Building external signals and promoting the website through various means

Examples: Link building, social media marketing, influencer outreach

Processes: Backlink acquisition, social bookmarking, online reputation management

Impact: Enhances website authority, credibility, and visibility

Control: Indirect control over external factors and signals

Visibility: Visible to users and other websites

Ranking Factors: Backlink quality, social signals

Goal: Enhancing the website's online reputation and visibility

Importance: Complementary to on-page optimization