Off-Page Search Engine Optimisation Simplified
Posted on 05. Sep, 2009 by Jason Kendall in guest, SEO
We’ve already looked at the basics of Search Engine Optimisation, and referred to On-Page SEO. This feature now examines Off Page SEO, which is more valid. Imagine it as a ‘voting’ system. Site A gives a link (vote) to site B. The first site is advocating support for the other.
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 fundamentally works that way. The two things (anchor text and targeted page) are bound together. You can only proffer a vote for a web page that has anchor text highlighted. The SE’s know what search term to use for that page based on the anchor text. It’s very important to grasp this: The search terms you will be listed for are completely determined by your anchor texts.
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.
And that’s exactly why you must consider your anchor text carefully. It signifies the keyword phrases that you want to rank for. (While we’re on the subject – a search for CLICK HERE will always show Adobe Reader download in position one). Does Adobe think ‘CLICK HERE’ is an important term? No way! It’s just that millions of websites have a link using those words to download Adobe Reader.
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 bottom line is – to SEO successfully takes a ton of back-links. If these back links come from a variety of sites and have well phrased anchor texts, then so much the better. The quality of a site counts too… A back-link from Microsoft.com or Adobe.com would be worth a lot more than a back-link from a local hardware store!
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. Pop to EvolveSEM.co.uk for smart advice on SEM Consultants.
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