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Category: Keywords (page 1 of 3)

Meta Tags Make Up

Meta tags were originally intended as a proxy for information about a website’s content. Several of the basic meta tags are listed below, along with a description of their use.

Meta Robots

The Meta Robots tag can be used to control search engine crawler activity (for all of the major engines) on a per-page level. There are several ways to use Meta Robots to control how search engines treat a page:

  • index/noindex tells the engines whether the page should be crawled and kept in the engines’ index for retrieval. If you opt to use “noindex,” the page will be excluded from the index. By default, search engines assume they can index all pages, so using the “index” value is generally unnecessary.
  • follow/nofollow tells the engines whether links on the page should be crawled. If you elect to employ “nofollow,” the engines will disregard the links on the page for discovery, ranking purposes, or both. By default, all pages are assumed to have the “follow” attribute.
    Example: <META NAME=”ROBOTS” CONTENT=”NOINDEX, NOFOLLOW”>
  • noarchive is used to restrict search engines from saving a cached copy of the page. By default, the engines will maintain visible copies of all pages they have indexed, accessible to searchers through the cached link in the search results.
  • nosnippet informs the engines that they should refrain from displaying a descriptive block of text next to the page’s title and URL in the search results.
  • noodp/noydir are specialized tags telling the engines not to grab a descriptive snippet about a page from the Open Directory Project (DMOZ) or the Yahoo! Directory for display in the search results.

The X-Robots-Tag HTTP header directive also accomplishes these same objectives. This technique works especially well for content within non-HTML files, like images.

Keyword Research

Where do we get all of this knowledge about keyword demand and keyword referrals? From research sources like these:

  • Moz Keyword Explorer
  • Google AdWords Keyword Planner Tool
  • Google Trends
  • Microsoft Bing Ads Intelligence
  • Wordtracker’s Free Basic Keyword Demand

We at Webcraft custom-built the Keyword Explorer tool from the ground up to help streamline and improve how you discover and prioritize keywords. Keyword Explorer provides accurate monthly search volume data, an idea of how difficult it will be to rank for your keyword, estimated click-through rate, and a score representing your potential to rank. It also suggests related keywords for you to research. Because it cuts out a great deal of manual work and is free to try, we recommend starting there.

Google’s AdWords Keyword Planner tool is another common starting point for SEO keyword research. It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms. To determine volume for a particular keyword, be sure to set the Match Type to [Exact] and look under Local Monthly Searches. Remember that these represent total searches. Depending on your ranking and click-through rate, the actual number of visitors you achieve for these keywords will usually be much lower.

Other sources for keyword information exist, as do tools with more advanced data. The Webcraft blog category on Keyword Research is an excellent place to start. If you’re looking for more hands-on instruction, you can also check out Webcraft premium Keyword Research Workshop.

Trustworthiness

Websites that have earned trusted status are often treated differently from those that have not.

SEO’s have commented on the double standards that exist for judging big brand, high-importance sites compared to newer, independent sites. For the search engines, trust most likely has to do with the links your domain has earned. If you publish low-quality, duplicate content on your personal blog, then buy several links from spammy directories, you’re likely to encounter considerable ranking problems. However, if you post that same content on Wikipedia, even with the same spammy links pointing to the URL, it would likely still rank tremendously well. Such is the power of domain trust and authority.

Trust can also be established through inbound links. A little duplicate content and a few suspicious links are far more likely to be overlooked if your site has earned hundreds of links from high-quality, editorial sources like CNN.com or Cornell.edu.

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.

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