In our previous article, we covered the basic theory of SEO and talked about ‘On Page’ factors. In this article, we’re looking at the more crucial Off-Page optimisation. Think of it as appointing votes. A link is placed from one site to another. As though it’s suggesting the site has value.
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 is always how it works. There is a binding association between the recipient page and the anchor text. You have to have anchor text to make your vote. The listings would be chaotic without anchor texts. SE’s wouldn’t know what terms to list sites under without them. To re-iterate: The search terms you will be listed for are completely determined by your anchor texts.
Therefore, can you see why “Click HERE for more information” is next to useless for creating SEO value? We’ve simply voted for the words Click Here. Who in their right mind would type “click here” in the search box to find a site? Nobody would.
That’s the reason the anchor text must be right. It denotes which terms you’ll be ranked 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 do that on purpose? Of course not! It’s simply that ‘click here’ features on so many sites 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. The SE’s process tries to follow the logic of a human being. It even won’t matter what the rest of the page talks about in some ways. If all the anchor text phrases that point to you say ‘yellow balloons’, then that’s what you’ll rank for! That’s irrefutable!
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.
However, let’s be quite clear - the most important thing by far for SEO is a stuff-load of back links! And they must come from a great diversity of sites, and have properly phrased anchor texts. How much ‘clout’ a donor site has is very relevant also - There is much more value in a back-link from a highly rated site than from one with no rating at all.
Selecting the right keywords to build ratings for is quite technical. (And you should perform a lot of keyword and competitor research before putting any strategy into place.) The main thing 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! 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”. While someone else might automatically think to say ‘I need more sleep’.
Would you really want to trust your marketing to vague ideas and feelings about what might be typed in? 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. Picture an advert featured in the Yellow Pages. You won’t receive any calls if you’re listed under an inappropriate heading. Search Engine Optimisation can only be effective with painstaking and detailed keyword research.
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