Ok, I thought I’d go back to basics for some beginner SEO’s and those who take an interest in the subject. Anchor text is the name given to the text of a link or a link description, for example in the link SEO Blog, the anchor text is “SEO Blog”.

The anchor text on any website is completely editable and can provide some great SEO value from inside a website and from external websites as well. Essentially the best practice to use in any situation is to provide the most accurate description of what the link destination is as possible. Use the image below as guidance, so for example “Johns Cars” website had 3 important pages about; car engines, types of wheels and cars for sale.

Now what’s important within the internal structure of Johns Cars is what kind of anchor text is used to link to these pages. What you should try and avoid in the setup of your navigation or links within content using unrelated anchor text to link to a page. Terms such as “click here” and “this link” don’t really provide any useful description of what’s at the destination or what users should expect.

If you provide a good description of a page explaining what users can accurately expect to see once they arrive at the link destination then you’re optimising your internal link structure successfully. By doing this you are letting the search engines know what’s on the page, making the destination more relevant to a page with just a “click here” link. See the diagram below to show how internal anchor texts should be used:

This type of method also applies to external links i.e. backlinks. In an ideal world you would aim to have hundreds or even thousands (depending how greedy you were) of links with accurate anchor texts pointing to your content. Google and the other search engines use the anchor text to help determine how useful pages are, and rank them accordingly (this is only a fraction of the ranking algorithm). The only problem is, you have no legitimate way of controlling what anchor text is used to point to your website. What we don’t really want again is phrases such as “this site” or “check this out” – although a link is a link and beggars can’t be choosers!

As the diagram indicates above although these links are pointing to Johns Cars they are not really providing any real added value in terms of anchor text. They are not telling the search engines or users what content should be expected on the website. Not to go too far into detail about getting the correct anchor texts as there are ways such as paid links and link bait but essentially any external links should ideally be keywords you are trying to rank for, so in Johns case, “Cars for sale”, “Types of wheels” and “Car engines”.

Paid links are something that use to be common practice for most SEO’s and agencies – simply spend, spend, spend and thou shall receive. This all changed when Google stated that manipulating search rankings from paid links should be avoided at all costs and if advertising is carried out then the appropriate “rel=nofollow” tag should be implemented to stop the flow of Page Rank.

While many SEOs headed back to the drawing board to think up new and innovating ways to attract links to websites some SEOs have continued to play the paid links game. I’m not one to judge, if you buy links, there are risks, if the pros out way the cons then go for it. There are plenty of large brands out there who have more than obvious paid links strategy, yet never seem to receive any penalties, in fact they seem to get rewarded by great rankings.

I get questions from people and clients asking “is there a safe way to buy links?” well the short answer is no – but there are ways that websites seem to avoid detection which cut risks. From my analysis of competitors over the last 12 months there are methods which are used:

1. Link Brokers – These give you access to a selection of websites that are willing to sell text ads. Usually the system is automated, sellers place code on their sites allowing brokers to distribute links throughout networks. These seem to be the most obvious method that is identifiable by Google.

2. Unrelated content – If you buy links on a website that has no relevance to your own content then what value does this give the users? None. Organic or natural links more often than not will link to relevant content, providing added value to their website and the users that visit the links.

3. Anchor text – In an ideal world every link established naturally would contain keywords and phrases that you want to rank well for. Unfortunately this very rarely happens, natural link growth will include nofollow tags, banners, brand terms and a selection of utterly useless keywords such as “here” or “this website”.

4. Link relationships - Having 100% followed links with targeted keywords will undoubtedly set some Google alarm off somewhere. A natural link relationship look will have a selection of followed, nofollow, affiliate and tracking parameters.

5. Link increase – Something that is often overlooked by other SEOs is the natural versus manipulated link growth. A natural increase will be slow but generally consistent, with maybe a few spikes due to new content and site updates (which I believe Google checks). A manipulated increase will be quick with many spikes and even overall drops – people do forget to pay for their links. See the diagram below to show how a natural link increase usually looks and a blatantly obvious manipulation:

6. Link placement – A sure way to get found out for buying links is placing your link in the footer of a website where there are no other relevant links or too many external links. If you’re stupid enough to think doing this will give you any ranking value or traffic think again. Natural links usually get listed on resource pages, blogrolls, in blog posts (not paid) and perhaps the body of website copy.

7. Looking for Page Rank – It is true, people still search the high seas looking for page rank, alas this will do no good. Content and site relevance plays more of an important role these days than page rank in terms of obtaining high quality links. If a new website suddenly gets 10 page rank 5,6 and 7 links pointing to it then I fear its life in the Google index will be short lived.

At the end of the day as you can see trying to create a paid links strategy is a long, time consuming process which does hold risk. If you get away with it, you’ll achieve great rankings (which many top websites do) but the more rewarding ethical method is of course to create a linkable website with valuable content. Google will undoubtedly have 101 other paid link identifiers in their algorithm, plus they already have the option to report paid links in the Google webmaster console. If a linking opportunity arises be sure that you are within the Google guidelines to be safe.

Just a quick post as I wasn’t sure whether or not to mention my observations or not. For those of you who are unaware about what the “Vince Update” is - It’s one of the “many changes” Google made in their algorithm recently, which affected many websites as larger brands seemed to receive a boost in rankings.

I for one noticed this heavily in one of the industries I manage (travel related), every day one of 3 or 4 large brands would be shifted onto the homepage from the second or third page. This changed on a daily basis, giving these larger brands any position between 6 - 9.

Over the last week however it seems that this update has stopped dead. These brands are no longer being boosted to great positions for very highly searched phrases. I debated whether or not to mention this, part of me wants Google to have forgotten to switch the boost button on and the other part of me knows that updates in Google are as regular as minutes in the day.

Just my observations and would love to hear if any other SEO’s have seen the same?

Choosing the right domain name can help link building

It’s kind of obvious that having a targeted keyword in your domain name is going to help you in some respects in terms of rankings. However there are other indirect benefits of choosing a domain name with keywords included in them.

Natural links

These natural/organic/golden/mythical links which are generated over a long period of time are the ones Matt Cutt’s and Google say will bring the most value to any website. It just so happens I agree with them (lucky Google), however if you run a small to medium sized website they are often few and far between. Ideally you would hope that the anchor text given out of generosity would contain your desired keywords, however if your company/domain name does not contain any keywords then the likelihood of this happening is very small. If your domain name is keyword driven then guess what – you’ll probably get a bunch of desired anchor text links naturally.

Directory listings

Now it’s fairly easy to get into most directories, except a few high value ones which have certain criteria’s for listings. One such common listing must is that your website anchor text be your website or company name. Bad news for the majority of websites out there as you are probably losing a little bit of value by having your brand name as your anchor text. However if you have desired keywords in your website name then your anchor text is much more appropriate to the phrases you’re trying to target. Of course directory owners have the right to refuse your listing, but the majority which come with a sign up or review fee will gladly accept such a method.

Blog Links

As many of you will know or should do, the most common referrals in a blog posts are:

• Joe blogs at Website name

• Source: Website name

• Website Name

These phrases are generally used the most by bloggers (not necessarily SEO bloggers) to describe a finding online or to point to a recommended resource. So it really does pay to have keywords in your domain name as the amount of targeted natural links you will acquire will be much larger than if your domain/company name has no keywords associated with them.

For years now the hype behind content “being king” has always seemed a little exaggerated to me. Sure content is important but the power of links has always seemed to outweigh ranking performance every time. Content should always be the foundation to a good website with the users experience in mind, following this methodology usually produces good results, but never amazing ones, especially in competitive industries. There is a flip side however; established websites that do perform well but are looking for extras long tailed traffic and ranking boosts can see great results from the simplest content strategies. So what is a content strategy? Well it’s kind of in the title, create good relevant content based on reliable keyword research and you’ll see vast amounts of new traffic and improved performances in your existing targeted keywords. A simple way to do this always lies in your keyword research, you have to find opportunities in keywords that are not directly related to your industry but are reasonably related. For example, if you own a websites that sells cars you look at what areas can provide your user with added value. So perhaps you would research the keyword “tyres”, “makes of tyres”, “most popular tyres” and so on. The content alone has to obviously be unique and provide reasonable value to your website and user/customer so be careful how you acquire it. Cheap content writers usually recycle a lot of old news and articles so unfortunately you get what you pay for - $30 for 300 words is a reasonable price to expect to pay. For those of you who aren’t sure how you can check to see if the content you pay for is unique, just visit copyscape, enter the URL where the content is held and it will return all locations across the web where the content has been used before, if any. The important part of a content strategy is the housing and management of the content. Simply putting a page of content 2 or 3 levels down in your site architecture in an “articles” folder will not work. Wordpress is a great way of creating new and regular updates to a site but on this occasion i’m going to use a standard HTML folder. Here are some simple rules to abide by;

1. House the content in an appropriate folder i.e. mycars.com/tyre-information/ - include keywords in your folder name that accurately represent what’s included inside
2. Make sure the pages are accessible from your HTML sitemap, this is important to help the pages get indexed quicker
3. List the files in your XML version of the sitemap
4. Make the content area accessible from your main navigation too, this will add the extra layer of visibility to your content area and show the search engines it’s valuable enough to warrant a link from your main menu.

Now the content itself will help your website’s performance for a number of keywords depending on the number of pages you add per strategy. However if there are particular pages on your site you’d prefer to rank better than others then make sure you use this next tip. Link to your targeted internal page in each new section of content. So highlight a relevant keyword in each page and create your link in the body of the text, this will directly pass most of the value and page rank to the targeted internal URL, boosting rankings for your already existing page. The diagram below shows how the value is passed between your new and existing pages As mentioned this is a very simple strategy that does work with established websites to get new long tailed traffic and to help increase current web rankings.