We've already looked at the basics of Search Engine Optimisation, and referred to On-Page SEO. This feature now examines Off Page SEO, which is more valid. Imagine it as a 'voting' system. Site A gives a link (vote) to site B. The first site is advocating support for the other.
A couple of main parts feature in this link. The URL of the page being pointed at - And secondly the keyword phrase (anchor text) that's high-lighted on the page to be clicked on. A 'vote' is then generated for an individual website page based on that keyword phrase. Put another way, a vote to drive this site up the SE pages for that particular search term.
This is always how it works. The page being targeted and the Anchor Text are permanently linked to each other. Otherwise it doesn't work! The anchor text notifies the Search Engine about the page's content - and thus what search term it should come under. This is vital to understand: Anchor texts are responsible for all the searches your site appears for.
Can you see therefore why a 'Click Here' link serves no SEO purpose? The phrase 'CLICK Here' is what we've voted for! Who would choose to search for Click Here? No-one of course.
And that's exactly why you must consider your anchor text carefully. It signifies the keyword phrases that you want to rank for. (While we're on the subject - a search for CLICK HERE will always show Adobe Reader download in position one). Do Adobe think 'CLICK HERE' is an important term? No way! It's just that millions of websites have a link using those words to download Adobe Reader.
In other words, the SE's use the anchor text phrase to cast a vote for a page. Which is very logical. SE's try to look for relevancy in the same way a real person would. The content of your page isn't necessarily relevant. For if the text that is pointing to your site says Blue Flowers, then that is what you will be listed for! That's how the 'voting system' works.
Naturally, there's more to it than that... The title and wording of the page being pointed at are also rated by the SE's. In addition to several other in-depth criteria. As an example - they'll look at the sites that link to yours and assess how relevant they are and how well spread.
The bottom line is - to SEO successfully takes a ton of back-links. If these back links come from a variety of sites and have well phrased anchor texts, then so much the better. The quality of a site counts too... A back-link from Microsoft.com or Adobe.com would be worth a lot more than a back-link from a local hardware store!
Picking the keyword phrases that you want to rate for is an art in itself. (And you should perform a lot of keyword and competitor research before putting any strategy into place.) The key really though is - What does an enquirer search for when they're looking for your products and services? Because that's it! The answers give you your exact keyword phrases.
And yet it's not a case of guesswork. The best results are sometimes quite unexpected. Individuals can be quite random in the way they express themselves. One person looking for a good night's sleep might type in "Orthopaedic beds" or "New Mattress". Yet 'more sleep please' could be someone else's first thought.
You just can't trust your 'gut feel'! The importance of the investigation, testing and measuring of these phrases cannot be underestimated. They are fundamental to generating your leads on the internet. It's just like having an ad in a telephone Directory. If you're a Plumber and you're listed under Stationary Providers, you won't get much business! It's very important to be listed for the right terms online. Solid SEO research will take care of that.
A couple of main parts feature in this link. The URL of the page being pointed at - And secondly the keyword phrase (anchor text) that's high-lighted on the page to be clicked on. A 'vote' is then generated for an individual website page based on that keyword phrase. Put another way, a vote to drive this site up the SE pages for that particular search term.
This is always how it works. The page being targeted and the Anchor Text are permanently linked to each other. Otherwise it doesn't work! The anchor text notifies the Search Engine about the page's content - and thus what search term it should come under. This is vital to understand: Anchor texts are responsible for all the searches your site appears for.
Can you see therefore why a 'Click Here' link serves no SEO purpose? The phrase 'CLICK Here' is what we've voted for! Who would choose to search for Click Here? No-one of course.
And that's exactly why you must consider your anchor text carefully. It signifies the keyword phrases that you want to rank for. (While we're on the subject - a search for CLICK HERE will always show Adobe Reader download in position one). Do Adobe think 'CLICK HERE' is an important term? No way! It's just that millions of websites have a link using those words to download Adobe Reader.
In other words, the SE's use the anchor text phrase to cast a vote for a page. Which is very logical. SE's try to look for relevancy in the same way a real person would. The content of your page isn't necessarily relevant. For if the text that is pointing to your site says Blue Flowers, then that is what you will be listed for! That's how the 'voting system' works.
Naturally, there's more to it than that... The title and wording of the page being pointed at are also rated by the SE's. In addition to several other in-depth criteria. As an example - they'll look at the sites that link to yours and assess how relevant they are and how well spread.
The bottom line is - to SEO successfully takes a ton of back-links. If these back links come from a variety of sites and have well phrased anchor texts, then so much the better. The quality of a site counts too... A back-link from Microsoft.com or Adobe.com would be worth a lot more than a back-link from a local hardware store!
Picking the keyword phrases that you want to rate for is an art in itself. (And you should perform a lot of keyword and competitor research before putting any strategy into place.) The key really though is - What does an enquirer search for when they're looking for your products and services? Because that's it! The answers give you your exact keyword phrases.
And yet it's not a case of guesswork. The best results are sometimes quite unexpected. Individuals can be quite random in the way they express themselves. One person looking for a good night's sleep might type in "Orthopaedic beds" or "New Mattress". Yet 'more sleep please' could be someone else's first thought.
You just can't trust your 'gut feel'! The importance of the investigation, testing and measuring of these phrases cannot be underestimated. They are fundamental to generating your leads on the internet. It's just like having an ad in a telephone Directory. If you're a Plumber and you're listed under Stationary Providers, you won't get much business! It's very important to be listed for the right terms online. Solid SEO research will take care of that.
About the Author:
(C) Jason Kendall SEM. Go to EvolveSEM.co.uk for quality information on SEM Experts.
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