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..."
The link has a couple of key features. Firstly it contains the specific URL of the page. And second, the 'anchor text' or 'keyword phrase' that is highlighted on the web-page for you to click. This equates to a vote being generated for that exact page. i.e. one vote towards this site appearing higher up in the natural listings when we type that phrase in the search box.
It always works in this way. There's an irrevocable connection between the page pointed to and the anchor text. Or the process can't happen. The Search Engines use the anchor text as an explanation of what the page is all about. It's ESSENTIAL to understand this - Your site will only come up in searches it has anchor texts 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.
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!
Of course, it's not quite as simple as that... The Search Engines also take into account a pages' title and its wording. Plus a whole bunch of other factors as well. Just as an example - they'll look at the spread and relevancy of the 'voting' sites.
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.
Getting it right though takes a lot of measuring, testing and research. The phrases that perform best are sometimes quite unforeseen. People have such diverse thoughts about how to express what they want. If you're desperate for better quality sleep, the words 'comfortable mattress' might come into your mind. Whilst the line GOOD NIGHT'S SLEEP could be used by someone else.
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.
The link has a couple of key features. Firstly it contains the specific URL of the page. And second, the 'anchor text' or 'keyword phrase' that is highlighted on the web-page for you to click. This equates to a vote being generated for that exact page. i.e. one vote towards this site appearing higher up in the natural listings when we type that phrase in the search box.
It always works in this way. There's an irrevocable connection between the page pointed to and the anchor text. Or the process can't happen. The Search Engines use the anchor text as an explanation of what the page is all about. It's ESSENTIAL to understand this - Your site will only come up in searches it has anchor texts 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.
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!
Of course, it's not quite as simple as that... The Search Engines also take into account a pages' title and its wording. Plus a whole bunch of other factors as well. Just as an example - they'll look at the spread and relevancy of the 'voting' sites.
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.
Getting it right though takes a lot of measuring, testing and research. The phrases that perform best are sometimes quite unforeseen. People have such diverse thoughts about how to express what they want. If you're desperate for better quality sleep, the words 'comfortable mattress' might come into your mind. Whilst the line GOOD NIGHT'S SLEEP could be used by someone else.
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.
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