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What is success of someone who is looking for a decent well-paid job in a reputable company?
Correct! References!!! The better your references are, the better your chances for success.
Exactly the same principle applies to a website. The more and the better back links it has, the higher its chances to get to the top positions on search engine result page or SERP. In turn, the higher your website is on that ladder, the more visitors and hence potential customers it brings to your site, the bigger your sales.
So the Off-page optimisation is extremely important and it primarily consists in building a sufficiently large amount of quality links to your website.
Quality links are normally one-way back links built with the "right" anchors and placed at authoritative web resources of subject identical or similar to the topic of the promoted website.
Quality link cost money and/or time; sometimes both. Thus the usual way to promote a website with a limited budget is to go at first for free back link resources, such as free internet directories, articles writing and submission to free article repositories, posting in blogs and social bookmarks. In most cases these measures give very good results.
However, if competition in a particular business is too hard, there come in play paid link directories and/or donor-websites, which are authoritative web-resources that rank very well themselves and may give a noticeable extra boost to your website ranking in SERP. Those could expensive to get and maintain, but in high competition areas are often unavoidable.
In summary, on the Off-page optimisation stage we will build an extensive base of quality back links to your website, built with anchors from your semantic core (composed at stage one - On-page optimisation), and using all the methods described above in this section.
Finally, the Off-pages SEO is often combined with (or even considered a part of) Internet Marketing or pay-per-performance (advertisement) campaigns. Such campaigns are potentially very powerful and, in addition to SEO, could substantially help in promoting your products and services as well as your brand name, but can be costly and often are justified mostly for middle size or big businesses.
More on pay-per-performance campaigns is on the page Website Promotion.
Footnotes:
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1) In SEO jargon links to a website from other internet resources are often called "back links", so you can safely treat those as synonyms.
2) SERP (search engine results page) is the listing of web pages returned by a search engine in response to a keyword query. Those listings normally include the page titles, a link to the page, and a short description highlighting the keywords that matched content within the page.
3) Now, what exactly a quality link is, is a matter of many, many factors and those are, as you may guess, are not willingly disclosed by Search Engines. So every SEO man has his own "trade secrets" of best link sources and link anchors, which are largely gained trough experience. However, if everyone knew and followed the same rules, then everybody would compete for the very top positions on SERP, and that is of course not the case. So choosing the right SEO expert means choosing a man who knows those "secrets", follows them and demonstrates consistent and repeatedly successful results.
4) Anchor is a clickable part of a link that you click on, in order to get to the website of interest.
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