Off-Page’ Search Engine Optimisation Examined
Basic SEO theory and ‘on page’ factors have been covered in an earlier article. However, what really matters concerns off-page SEO. It’s a sort of selection process. If another site places a link to your site then that site has given you a vote of confidence. They’re saying, “Look at them – they’ve got something interesting to say…”
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 is why the anchor text is SO important. As the keyword phrases you will be rated for depend on it. Incidentally, the Adobe Reader Download always comes top if you do search for ‘Click here’ on Google. Is that because Adobe want to rank for ‘click here’? Heck No! But think how many web pages include a link to their site with the words click here…
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!
Naturally, there’s more to it than that… The Search Engines also take into account a pages’ title and its wording. Plus a whole bunch of other factors as well. For example; how spread-out and relevant the sites are that are linking to you.
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.
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’.
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.
