Off-Page’ Search Engine Optimisation Revealed
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.
It always works in this way. The keyword phrase and targeted page are completely tied to each other. You can’t create a vote for a page without some highlighted anchor text. The anchor text notifies the Search Engine about the page’s content – and thus what search term it should come under. This is vital to understand: The anchor text controls which searches you would appear for.
For this reason, a highlighted link with ‘CLICK here to read more’ would serve no SEO purpose – can you see why? ‘Click Here’ becomes the keyword phrase we’ve created a vote for. Who on earth is going to search for that term? There isn’t anybody.
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.
In short, anchor text phrases are always used by the SE’s to place a vote. And why not? Google wants to emulate what a real human being is looking for and would like to find. The content of your page isn’t necessarily relevant. You’ll rank for the terms in the anchor text phrases that point to you. That is how it is.
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 the essence of this shows that the single most important factor in SEO is lots 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 weight, or influence of the site stands for a lot as well – A link that’s come from Adobe for example would rate much more highly than one from a local newsagent’s 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.
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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