Off-Page’ Search Engine Optimisation Clarified
Filed under Search Engine Optimization
On-Page SEO factors have been dealt with in a previous editorial. But the crux of SEO is off page. Imagine it as a ‘voting’ system. Site A gives a link (vote) to site B. They’re suggesting the site is worth looking at.
This link consists of two major parts. Firstly it contains the specific URL of the page. Then secondly the keyword phrase. This will be highlighted on the web page. This equates to a vote being generated for that exact page. In other words one ‘vote’ to push the website up the natural listings.
It is always so. The keyword phrase and targeted page are completely tied to each other. Or the process can’t happen. The SE’s know what search term to use for that page based on the anchor text. This is vital to understand: The search terms you will be listed for are completely determined by your anchor texts.
Hence, a link saying “click here for…” isn’t a good idea. We’ve simply voted for the words Click Here. Whoever is going to type that phrase into the Search Engine? Obviously no-one.
Hence why the anchor text must be used correctly. It signifies the keyword phrases that you want to rank for. (Before we move on – are you aware that if you did search for Click Here, you’d see Adobe Reader Download listed first). Did they SEO that term? Absolutely not! But so many sites have a ‘Click HERE to download Adobe Reader’ link on them, that they’re number one for that phrase.
So to count a ‘vote’ for a web page, the Search Engines always go to the anchor text. And doesn’t that make sense? Google wants to emulate what a real human being is looking for and would like to find. 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 it works.
Naturally, there’s more to it than that… Such as the title of the webpage being pointed at. As well as a variety of other things. For example; how spread-out and relevant the sites are that are linking to you.
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. The ‘authority’ of a site also plays a major part: Receiving a link from a top site like Microsoft is much more valuable than one from a start-up site.
Selecting the right keywords to build ratings for is quite technical. Always perform keyword research, and check out what the competition are using. But this is the crux of the 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.
Interesting answers often come up when you do your researches and tests. As a matter of fact, the phrases are very often not at all what you’d expect. Human beings are odd creatures and we all have our own ideas of how to find what we want. You may think to Google “quality mattresses” if you’re hoping to sleep better. While someone else might automatically think to say ‘I need more sleep’.
Hypothesising on likely phrases is very unreliable. A lot of measuring, testing and research of each term is of vital importance. They’ll form the basis of ALL the visitors you’ll get to your website. It’s just like having an ad in a telephone Directory. You won’t receive any calls if you’re listed under an inappropriate heading. Careful keyword research and analysis is the key to effective SEO.
