Off-Page Search Engine Optimisation Simplified
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.
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.
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!
Hence why the anchor text must be used correctly. For it represents all the phrases your site will be listed for. For your information, the Adobe Reader download site features first for CLICK HERE. Is that because Adobe want to rank for 'click here'? Absolutely not! But think how many web pages include a link to their site with the words click here...
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.
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.
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. Go to EvolveSEM.co.uk for excellent business tips on SEM Experts.
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