Off page optimization is the term used for the actions taken off the actual web page that positively affect the performance of the page and the site. This includes everything from links from other sites, exchanges of links with complementary but non-competing sites, and the actions taken offline that affect the performance of the site.

Links from other sites are votes of confidence by these sites, that say that they feel information on the linked to site is valuable to their site visitors. This happens when the content of the first site contains articles by knowledgeable people, product reviews, and sources for additional online and offline information. Exchanges of links are made by arrangement between the two sites, based upon the expectation of mutual gain. Visitors to one site may obtain information on the other, and may also shop on the site of the other complementary but not competing site. This type of arrangement gives each site more credibility as valued partners.

Actions taken offsite that affect the performance of the site include, speaking, writing, promotions and loyalty programs with merchants retail sites. If you become an authority that people recognize fin offline venues it serves to strengthen their bond with you. This is especially true of sites that are focused upon user groups that did not grow up using the web, instant messaging and cell phones as a matter of daily life. All of these serve to strengthen the brand of your site and your visitors confidence in its relevance.