Beginners Guide For Seo And Backlink Strategy

Submitted by: Emilia Rakel

The search engine ranking of any given website is heavily influenced by the number and quality of other websites that link to it and the text used in the clickable part of each www link (known as the ?anchor text?). Where a particular website has acquired links from trusted authority sites within the same field, these links are considered to be ?a vote? for that site and thus help to raise its search engine ranking.

Links from other www sites are often referred to as ?backlinks? or ?inbound links?. Search engines use any keyword terms in the clickable part of such links to determine what the target page is about. The effect of acquiring quality links can be dramatic in terms of improving targeted traffic to a website. By way of an example, the picture below shows the effect of links on traffic volumes for a new travel site over a one year period.

– Link Anchor Text Variation Advice

It is reasonable to assume if links are naturally acquired from other www sites that they will all be different and use a spread of keyword terms. Search engines like to see link anchor text variation as it helps to show that a website?s links are natural and not added artificially as part of a search engine optimisation (SEO) process. For this reason, when building links to your website it?s important to vary the description and anchor text used.

– Choosing Keywords for Link Anchor Text

It also makes sense to use one or two relevant keyword terms in your backlinks along with your company name to improve search engine visibility for keywords relevant to your business. After all, nobody would search for ?ZYX consultancy? when looking for an SEO Consultant.

You may also wish to consider geographic targeting of your business, for example ?SEO consultant London? would be easier to obtain a top 10 ranking for than just ?SEO consultant? and would still offer high search volumes. After selecting the best keywords for your backlinks, try to use a selection of them when applying for listings in directories and on partner sites, not forgetting to vary the keywords used to give natural weighting to your backlinks. Two examples of good and bad web directory links are shown below:

Here?s an example of a badly formatted directory link with no keyword terms in the anchor text (just ?Horsey Jameson Bird Pty Ltd?). This link would little benefit the recipient site other than improving their search engine ranking for their company name – which inherently less people would search for:

– Reciprocal Links

The benefits of acquired links are largely negated by reciprocation. In other words, if site A links to site B and then site B links back to site A, search engines like Google view it as just a ?link trade?. ?Reciprocal links? as these types of links are called have less value and offer less search engine ranking improvement, particularly in Google. That said, adding some reciprocal links as part of a wider SEO campaign is a good thing, particularly where backlinks are obtained from authority sources. However, adding too many reciprocal links at the expense of acquiring quality one way links can cause a sudden reduction in Google ranking, especially if the link anchor text used is little varied.

– Check Website Navigation System

Sometimes when a website is not fully indexed by Google, Yahoo and MSN the reason can be that the website navigation system (comprising internal links) will not allow search engine access. Classic examples of this are fancy JavaScript pull down navigation menus and Flash based navigation systems which often represent poor SEO practice, leading to search engines not being able to find and index the content a particular website. For this reason a sitemap consisting of static text links should be used to ensure every webpage can be found by a search engine web crawler (often referred to as a web spider).

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