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.
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.
Can you see therefore why a ‘Click Here’ link serves no SEO purpose? We’ve done no more than give those two words our vote! Who would choose to search for Click Here? Obviously no-one.
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.
To summarise, Search Engines cast a vote for a page via the anchor text phrase. Which is absolutely common sense! The system is based on emulating the thought processes of an actual person. 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 the ‘voting system’ works.
Of course, it’s not quite as simple as that… Because the SE’s also use the page title and wording of the page being pointed at to correlate the results. Along with a host of other things as well. (To give you an idea, the spread of the sites linking to yours, and their relevancy to your site).
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.
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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