Moneymaker

We’ve discussed the basic premise of Search Engine Optimisation, (including factors pertinent to ‘on-page’ optimising) in an earlier feature. But ‘Off-Page’ SEO is what’s really important. It’s rather like a voting scheme. Site A gives a link (vote) to site B. It’s as if they’re promoting the value of the site.

There are 2 main bits to the link. First, the actual URL or web address of the page they are pointing to. And second, the ‘anchor text’ or ‘keyword phrase’ that is highlighted on the web-page for you to click. That page can then be seen as receiving one ‘vote’. To clarify, that’s a check in the box saying raise this site up the organic Search Engine lists for the phrase embedded in the link.

This always works like this. The anchor text and page pointed to are irrevocably tied together. You can only proffer a vote for a web page that has anchor text highlighted. Search Engines utilise Anchor Text as an indicator of what the page’s content is. Read that again, because it’s vital… The anchor text determines the search terms your site will be rated for.

Can you see therefore why a ‘Click Here’ link serves no SEO purpose? We’ve done no more than give those two words our vote! Who would choose to search for Click Here? Obviously no-one.

So that explains why Anchor Text takes some thought and consideration. It signifies the keyword phrases that you want to rank for. Interestingly, you’ll see the Adobe Reader download site in pole position for ‘click here’. Did they SEO that term? Categorically No! But so many sites have a ‘Click HERE to download Adobe Reader’ link on them, that they’re number one for that phrase.

To summarise, Search Engines cast a vote for a page via the anchor text phrase. Which is absolutely common sense! The system is based on emulating the thought processes of an actual person. To some extent it’s irrelevant what your page is actually about. The only relevant phrases are the anchor text phrases that point to you. That’s how the ‘voting system’ works.

Obviously, a few other things come into it – Such as the title of the webpage being pointed at. And many more factors too. Just as an example – they’ll look at the spread and relevancy of the ‘voting’ sites.

But let’s cut to the chase – building a huge number of back links is the most fundamental aspect of SEO. And back links with the right anchor texts that come from lots of different websites. The quality of a site counts too… Receiving a link from a top site like Microsoft is much more valuable than one from a start-up site.

Take time to make sure you have the appropriate keywords in place. Do perform sufficient competitor and keyword research before you firm up on your strategy. But the bottom line is this: What would a customer of yours type in the search box in order to find your product or service? Crack that one, and you’ve got your correct anchor text and phrases.

Interesting answers often come up when you do your researches and tests. The phrases that perform best are sometimes quite unforeseen. So many different phrases come to mind when we think of what to search for. Someone may type in SUPPORTIVE MATTRESS if they’re looking for a better night’s sleep. Yet ‘more sleep please’ could be someone else’s first thought.

It’s simply not worth relying on supposition. DO NOT under-estimate the value that well-phrased keywords can carry. How much visibility your site gets is absolutely dependent on this. An analogy could be drawn with a listing in the Business Yellow Pages. You’re not going to get any enquiries for Car Repairs if you’re indexed as a Hairdresser! Successful SEO is the result of meticulous analysis of keyword research.

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Technorati Tags: advice, computer, education, hobbies, home, Home Business, money, self improvement, seo, shop, software, technology, web, work

Tags: advice, computer, education, hobbies, home, Home Business, money, self improvement, seo, shop, software, technology, web, work

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