Off-Page SEO consists of everything you can do outside of your site to improve search engine results and largely revolves around link building.
The number, relevance and quality of inbound links to your site are primary factors in determining your site’s page rank in search engine results. With that in mind, getting more links to your site is good; getting links from high quality sites (meaning relevant sites with high page rank) is great!
Given the nature of inbound links, there are some aspects you have limited control over. However, today let’s focus on optimizing the opportunities where you do have control!
Link Anchor Text is the text that’s in the link back to your site. It is an important factor in Off-Page SEO because the words in your links can help reinforce the keywords on your site and help you get ranked for those words. Therefore, when you comment on a forum/blog/article and link back to your site, try using a keyword rich phrase rather than just your company name or the generic “click here!” links.
Directories can be a good source of inbound links, but it’s important to select high quality directories to list your articles. Search engines will give more weight to quality directories (ones that rank well and are more selective with the articles they accept).
Lastly, reciprocal links can be beneficial in driving traffic to your site from your partner’s site, but for SEO purposes, the reciprocal links can end up canceling each other out. Abusing reciprocal links- by doing too much exchanging, especially with unrelated sites- can get you penalized with the search engines.