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Website Links is build with Anchor Text

Used by search engines

How do search engines assign value to links? To answer this, we need to explore the individual elements of a link, and look at how the search engines assess these elements. We don’t fully understand the proprietary metrics that search engines use, but through analysis of patent applications, years of experience, and hands-on testing, we can draw some intelligent assumptions that hold up in the real world. Below is a list of notable factors worthy of consideration. These signals, and many more, are considered by professional SEOs when measuring link value and a site’s link profile. You may also enjoy some further on the Moz Blog reading about search engine valuation of links.

Global Popularity

The more popular and important a site is, the more links from that site matter. A site like Wikipedia has thousands of diverse sites linking to it, which means it’s probably a popular and important site. To earn trust and authority with the engines, you’ll need the help of other link partners. The more popular, the better.

Local/Topic-Specific Popularity

The concept of “local” popularity, first pioneered by the Teoma search engine, suggests that links from sites within a topic-specific community matter more than links from general or off-topic sites. For example, if your website sells dog houses, a link from the Society of Dog Breeders matters much more than one from a site about roller skating.

Anchor Text

One of the strongest signals the engines use in rankings is anchor text. If dozens of links point to a page with the right keywords, that page has a very good probability of ranking well for the targeted phrase in that anchor text. You can see examples of this in action with searches like “click here,” where many results rank solely due to the anchor text of inbound links.

TrustRank

It’s no surprise that the Internet contains massive amounts of spam. Some estimate as much as 60% of the web’s pages are spam. In order to weed out this irrelevant content, search engines use systems for measuring trust, many of which are based on the link graph. Earning links from highly-trusted domains can result in a significant boost to this scoring metric. Universities, government websites and non-profit organizations represent examples of high-trust domains.

Link Neighborhood

Spam links often go both ways. A website that links to spam is likely spam itself, and in turn often has many spam sites linking back to it. By looking at these links in the aggregate, search engines can understand the “link neighborhood” in which your website exists. Thus, it’s wise to choose those sites you link to carefully and be equally selective with the sites you attempt to earn links from.

Freshness

Link signals tend to decay over time. Sites that were once popular often go stale, and eventually fail to earn new links. Thus, it’s important to continue earning additional links over time. Commonly referred to as “FreshRank,” search engines use the freshness signals of links to judge current popularity and relevance.

Social Sharing

The last few years have seen an explosion in the amount of content shared through social services such as Facebook, Twitter, and Google+. Although search engines treat socially shared links differently than other types of links, they notice them nonetheless. There is much debate among search professionals as to how exactly search engines factor social link signals into their algorithms, but there is no denying the rising importance of social channels.

Keyword Stuffing

Ever see a page that just looks spammy? Perhaps something like:

“Bob’s cheap Seattle plumber is the best cheap Seattle plumber for all your plumbing needs. Contact a cheap Seattle plumber before it’s too late.”

Not surprisingly, a persistent myth in SEO revolves around the concept that keyword density—the number of words on a page divided by the number of instances of a given keyword—is used by the search engines for relevancy and ranking calculations.

Despite being disproved time and again, this myth has legs. Many SEO tools still feed on the concept that keyword density is an important metric. It’s not. Ignore it and use keywords intelligently and with usability in mind. The value from an extra 10 instances of your keyword on the page is far less than earning one good editorial link from a source that doesn’t think you’re a search spammer.

Website Content Value

As we’ve seen, an individual page’s value is computed in part based on its uniqueness and the visitor’s experience; likewise is the entire domain’s value assessed. Sites that primarily serve non-unique, non-valuable content may find themselves unable to rank, even if classic on- and off-page SEO is well-optimized. The engines simply don’t want thousands of copies of Wikipedia filling up their indexes, so they use algorithmic and manual review methods to prevent this.

Search engines constantly evaluate the effectiveness of their own results. They measure when users click on a result, quickly hit the back button on their browser, and try another result. This indicates that the result they served didn’t meet the user’s expectations.

It’s not enough just to rank for a query. Once you’ve earned your ranking, you have to prove it over and over again.

Pay per click (PPC)

Ranking in the top for Google search results is hard, but that’s where you need to be in order to get the amounts of business you want.

This is where Webcraft.ws, a leading pay per click agency in South Africa, along with PPC marketing can assist you.

PPC marketing is one of the greatest ways to drive high quality/targeted traffic to your site immediately. PPC marketing allows you to have complete control over your marketing efforts, letting you target customers based on factors such as; keywords, location, time and date etc. ensuring that your paid search ads are seen by the right people, at the right time. PPC marketing gives you measureable results from the get-go, enabling you to monitor and ensure that you are getting the ROI you want.

A lot goes into creating a successful PPC marketing campaign, Webcraft.ws has positioned itself as a leading pay per click Cape Town agency with many years of experience with PPC marketing, giving us the ability to offer the highest quality pay per click service available.

If you are wanting to start a pay per click campaign, choose Webcraft.ws, the company delivering the best paid search Cape Town has to offer.

Benefits of Pay Per Click Marketing include:

  • Growing your customer base due to being connected with people deliberately seeking a product like yours.
  • Benefiting from the low cost alternative of advertising on-line.
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