| Off-Page Search Engine Optimisation - Update |
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| Written by JasonKendall | |
| Sunday, 30 August 2009 | |
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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.
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. 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. 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. The crux of it all is though that a mass of back links solves all the problems! And these need to be from as many different sites as possible - with the correct phrases used as anchor text. A site's quality is taken into account as well: Receiving a link from a top site like Microsoft is much more valuable than one from a start-up site. It takes knowledge and skill to identify the best keyword groupings for your site. (Research your competitors well before you plump for yours.) It really boils down to one thing: When someone is looking for your product, what words do they use for their search? Find the answer to that, and you've got your keywords. 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. 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. About the Author: (C) Jason Kendall. Pop over to EvolveSEM.co.uk for excellent business tips on SEM Experts. From the Webmaster: "Having the opportunity to share my hobbies and interests with so many people around the world gives me great satisfaction. As a bonus, I blog and produce websites about topics that interest me and receive ad revenue from the websites and Blogs."
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