Best Strength

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.

Thus you’ll understand why highlighting ‘Click Here…’ creates no value in SEO terms. ‘Click Here’ becomes the keyword phrase we’ve created a vote for. Whoever is going to type that phrase into the Search Engine? Clearly no-one would!

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.

In short, anchor text phrases are always used by the SE’s to place a vote. It’s quite sensible really. The process attempts to use human logic for looking and searching. In fact, the actual subject matter of your page could be quite different. You’ll rank for the terms in the anchor text phrases that point to you. That is how it is.

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.

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’.

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.

(C) Jason Kendall SEO. Try EvolveSEM.co.uk for clear information on SEM Consultants.

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