We've discussed the basic premise of Search Engine Optimisation, (including factors pertinent to 'on-page' optimising) in an earlier feature. However, what really matters concerns off-page SEO. It's rather like a voting scheme. One website volunteers a link or vote to another website. They're suggesting the site is worth looking at.
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.
It fundamentally works that way. The two things (anchor text and targeted page) are bound together. You can only proffer a vote for a web page that has anchor text highlighted. The SE's know what search term to use for that page based on the anchor text. It's very important to grasp this: The search terms you will be listed for are completely determined by your anchor texts.
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.
That is why the anchor text is SO important. Because that's what controls the phrases you will rank for. And by the way, if you DO Google "Click Here" you will always find the Adobe Reader download site at the top. Is that an important term to Adobe? Of course not! But they're up at the top because the phrase "CLICK HERE to Download Adobe reader" features on so many websites.
So to count a 'vote' for a web page, the Search Engines always go to the anchor text. It is the logical thing to do. Google wants to emulate what a real human being is looking for and would like to find. In several ways it doesn't matter what your page is about. The Search Engine 'knows' your page is about 'green buses' if that's your highlighted anchor text. It's undeniable!
Obviously, a few other things come into it - Because the SE's also use the page title and wording of the page being pointed at to correlate the results. And many more factors too. (To give you an idea, the spread of the sites linking to yours, and their relevancy to your site).
However, let's be quite clear - the most important thing by far for SEO is a stuff-load of back links! Plus the back-links have to have the right anchor text phrases and be from many different and varied sites. How much 'clout' a donor site has is very relevant also - Back links that come from well-rated websites carry a lot more weight than links from less established sites.
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.
Successful on-line marketing is about more than trusting vague hunches. We can't over-stress the need to TEST and MEASURE all the phrases you're considering using. The number of people visiting your site will be in direct proportion to the work you do in this area. An analogy could be drawn with a listing in the Business Yellow Pages. You're not going to get any enquiries for Car Repairs if you're indexed as a Hairdresser! It is just as crucial to get your keyword analysis correct. Then everyone who's looking for what you do will easily find you.
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.
It fundamentally works that way. The two things (anchor text and targeted page) are bound together. You can only proffer a vote for a web page that has anchor text highlighted. The SE's know what search term to use for that page based on the anchor text. It's very important to grasp this: The search terms you will be listed for are completely determined by your anchor texts.
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.
That is why the anchor text is SO important. Because that's what controls the phrases you will rank for. And by the way, if you DO Google "Click Here" you will always find the Adobe Reader download site at the top. Is that an important term to Adobe? Of course not! But they're up at the top because the phrase "CLICK HERE to Download Adobe reader" features on so many websites.
So to count a 'vote' for a web page, the Search Engines always go to the anchor text. It is the logical thing to do. Google wants to emulate what a real human being is looking for and would like to find. In several ways it doesn't matter what your page is about. The Search Engine 'knows' your page is about 'green buses' if that's your highlighted anchor text. It's undeniable!
Obviously, a few other things come into it - Because the SE's also use the page title and wording of the page being pointed at to correlate the results. And many more factors too. (To give you an idea, the spread of the sites linking to yours, and their relevancy to your site).
However, let's be quite clear - the most important thing by far for SEO is a stuff-load of back links! Plus the back-links have to have the right anchor text phrases and be from many different and varied sites. How much 'clout' a donor site has is very relevant also - Back links that come from well-rated websites carry a lot more weight than links from less established sites.
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.
Successful on-line marketing is about more than trusting vague hunches. We can't over-stress the need to TEST and MEASURE all the phrases you're considering using. The number of people visiting your site will be in direct proportion to the work you do in this area. An analogy could be drawn with a listing in the Business Yellow Pages. You're not going to get any enquiries for Car Repairs if you're indexed as a Hairdresser! It is just as crucial to get your keyword analysis correct. Then everyone who's looking for what you do will easily find you.
About the Author:
(C) Jason Kendall SEO. Browse EvolveSEM.co.uk for in-depth ideas on SEM Consultants.
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