Off-Page Search Engine Optimisation - Update
Previously we discussed SEO basics and on-page optimisation. In this article, we're looking at the more crucial Off-Page optimisation. Think of it as appointing votes. If another site places a link to your site then that site has given you a vote of confidence. They're saying, "Look at them - they've got something interesting to say..."
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.
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! Who thinks of typing in 'CLICK HERE' when they're doing a search? Not a soul!
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.
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!
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!
There's quite an art to choosing the right keyword phrases. Do perform sufficient competitor and keyword research before you firm up on your strategy. Fundamentally though: If someone's searching for what you do, which words are they typing into the Search Engine? The answers to this question supply your anchor text and keyword phrases.
However, you can't just use your 'best guesses! Quite often, the phrases you'd expect to see don't rate very highly. We all have different ways of expressing ourselves. You may think to Google "quality mattresses" if you're hoping to sleep better. A different person though may choose to write the words 'I need to sleep better'.
It's simply not worth relying on supposition. It can't be over-estimated how important it is to investigate, measure and test all the phrases to be used. How much visibility your site gets is absolutely dependent on this. Compare it to an entry in a physical printed Business Directory. You won't receive any calls if you're listed under an inappropriate heading. Search Engine Optimisation can only be effective with painstaking and detailed keyword research.
About the Author:
(C) Jason Kendall. Visit EvolveSEM.co.uk for the best business tips on SEM Experts.
---------------------------------------------------
You are receiving this because you signed up for it on 2009-08-17 from IP 70.85.179.186
To fine-tune your selection of which articles to receive, just login here
using your username: samdman
To unsubscribe please use the following link: unsubscribe
---------------------------------------------------
No comments:
Post a Comment