Previously we discussed SEO basics and on-page optimisation. This feature now examines Off Page SEO, which is more valid. It’s rather like a voting scheme. A link is placed from one site to another. As if they’ve said ‘we think this site is good′.
There are 2 main bits to the link. The URL of the page being pointed at – And additionally the anchor text that’s been highlighted to click on. The particular page with that anchor text then receives one vote. That is, 1 vote for that website to move up the listings for the search phrase (keywords) in question.
It is always so. There is a binding association between the recipient page and the anchor text. Otherwise it doesn’t work! It’s the anchor text that the SE’s use to tell them what that page is about and what it should show up under when searched for. It’s ESSENTIAL to understand this – The anchor text determines the search terms your site will be rated for.
So it becomes obvious why ‘CLICK HERE to learn more’ has no SEO value. We’ve done no more than give those two words our vote! Whoever is going to type that phrase into the Search Engine? Not a soul!
So that explains why Anchor Text takes some thought and consideration. Since it stands for all the terms you want to be searched 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 because it describes their site? Definitely not. But so many sites have a ‘Click HERE to download Adobe Reader’ link on them, that they’re number one for that phrase.
So the Search Engines draw on the anchor text ‘phrase’. It is the logical thing to do. The SE’s process tries to follow the logic of a human being. In several ways it doesn’t matter what your page is about. For if the text that is pointing to your site says Blue Flowers, then that is what you will be listed for! That is how it is.
Clearly, there are one or two additional elements – The title and wording of the page being pointed at are also rated by the SE’s. Along with a host of other things as well. As an example – they’ll look at the sites that link to yours and assess how relevant they are and how well spread.
In essence though, a wealth of back links is the most significant element of Search Engine Optimisation. And they must come from a great diversity of sites, and have properly phrased anchor texts. The quality of a site counts too… A link that’s come from Adobe for example would rate much more highly than one from a local newsagent’s site.
Picking the keyword phrases that you want to rate for is an art in itself. (Research your competitors well before you plump for yours.) The main thing is – When someone is looking for your product, what words do they use for their search? When you know that, you know which keyword phrases and anchor text to use.
But these keywords can’t be just randomly chosen without thought, investigation and testing. The best results are sometimes quite unexpected. People have such diverse thoughts about how to express what they want. One person looking for a good night’s sleep might type in “Orthopaedic beds″ or “New Mattress″. While someone else might automatically think to say ‘I need more sleep’.
It’s simply not worth relying on supposition. The importance of the investigation, testing and measuring of these phrases cannot be underestimated. They are fundamental to generating your leads on the internet. A comparison could be made with a Business Yellow Pages entry. If you’ve been entered as a Florist, but you’re actually an electrician, you’re not going to get anywhere. Successful SEO is the result of meticulous analysis of keyword research.
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