While on page optimisation focuses on design optimisation techniques relevant to improving the web page itself as to the way search engines see it, Off page optimisation includes many techniques that are done on the internet ( other websites) that give value and importance to your webpage concerning search engine results page rank. Backlinks are very important here but have to be done properly ( using proper anchor links) and have to come from business directories and catalogues, other sites of similar content, blogs, forums e.t.c. Building quality links to your website is not that simple : Two important factors should always be taken into consideration, namely Citation Flow ( how influential is the domain from which a backlink is generated) and Trust Flow ( how trustworthy is the domain from which a backlink is generated). Many companies want to be visible worldwide for their business products and services.In that case off page optimisation must be definitely included in the Web design services offered. Note that the world competition for a specific keyword (i.e searching in www.google.com ) is much more demanding and difficult than that for a small island like cyprus ( searches in www.google.com.cy).