We’ve already looked at Search Engine Optimization basics, and referred to On-Page SEO. But what really matters is off-page SEO. Think of it as appointing votes. If another site places a link to your site then that site has given you a vote of confidence. As if they’ve said ‘we think this site is good’.

Two main features make up the link to your website. The full web address of the actual page being pointed to. And secondly the keyword phrase (anchor text) that’s high-lighted on the page to be clicked on. A ‘vote’ is then generated for an individual website page based on that keyword phrase. So, a tick to move the site higher up the listings for that phrase.

It is always so. The keyword phrase and targeted page are completely tied to each other. Or the process can’t happen. The SE’s know what search term to use for that page based on the anchor text. To re-iterate: Your website’s search terms are totally controlled by its anchor texts.

Hence, a link saying “click here for…” isn’t a good idea. In this example, we created a vote for the phrase ‘Click HERE’. Who would choose to search for Click Here? Not a soul!

That’s the reason the anchor text must be right. As the keyword phrases you will be rated for depend on it. And by the way, if you DO Google “Click Here” you will always find the Adobe Reader download site at the top. Did they SEO that term? Definitely not. But so many sites have a ‘Click HERE to download Adobe Reader’ link on them, that they’re number one for that phrase.

In other words, the SE’s use the anchor text phrase to cast a vote for a page. It is the logical thing to do. SE’s try to look for relevancy in the same way a real person would. In several ways it doesn’t matter what your page is about. You’ll rank for the terms in the anchor text phrases that point to you. That is the vote that’s cast.

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. They’ll look, for example at how appropriate the relevancy is of the websites linking to yours.

The bottom line is – to SEO successfully takes a ton of back-links. Plus the back-links have to have the right anchor text phrases and be from many different and varied sites. The ‘authority’ of a site also plays a major part: A back-link from Microsoft.com or Adobe.com would be worth a lot more than a back-link from a local hardware store!

It takes knowledge and skill to identify the best keyword groupings for your site. (Research your competitors well before you plump for yours.) But this is the crux of the thing… What would a customer of yours type in the search box in order to find your product or service? The answers to this question supply your anchor text and keyword phrases.

Interesting answers often come up when you do your researches and tests. It’s so often the case that the phrase people expect is NOT what produces the most results. We all have different ways of expressing ourselves. Imagine you’re intent on sleeping better. You might think to search for ‘comfortable bed’. Whilst the line GOOD NIGHT’S SLEEP could be used by someone else.

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 are absolutely key to the volume of inquiries and sales you can make via the web. An analogy could be drawn with a listing in the Yellow Pages. As a Dentist, you won’t get much business if you’re listed as a Plumber! It’s just as important to be listed for the right terms online. SEO takes care of all that.

About the Author:

(C) Jay Kendall. Pop over to EvolveSEM.co.uk for in-depth information on SEM Companies and SEO Companies.

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