Previously we discussed SEO basics and on-page optimisation. In this article, we’re looking at the more crucial Off-Page optimisation. 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. They’re saying, “Look at them – they’ve got something interesting to say…”

The link has a couple of key features. Firstly it contains the specific URL of the page. And second, the ‘anchor text’ or ‘keyword phrase’ that is highlighted on the web-page for you to click. This equates to a vote being generated for that exact page. i.e. one vote towards this site appearing higher up in the natural listings when we type that phrase in the search box.

It always works in this way. There’s an irrevocable connection between the page pointed to and the anchor text. Or the process can’t happen. The Search Engines use the anchor text as an explanation of what the page is all about. It’s ESSENTIAL to understand this – Your site will only come up in searches it has anchor texts for.

Thus you’ll understand why highlighting ‘Click Here…’ creates no value in SEO terms. ‘Click Here’ becomes the keyword phrase we’ve created a vote for. Whoever is going to type that phrase into the Search Engine? Clearly no-one would!

That is why the anchor text is SO important. Because that’s what controls the phrases you will rank for. And by the way, if you DO Google “Click Here” you will always find the Adobe Reader download site at the top. Is that an important term to Adobe? Of course not! But they’re up at the top because the phrase “CLICK HERE to Download Adobe reader” features on so many websites.

So to count a ‘vote’ for a web page, the Search Engines always go to the anchor text. It is the logical thing to do. Google wants to emulate what a real human being is looking for and would like to find. In several ways it doesn’t matter what your page is about. The Search Engine ‘knows’ your page is about ‘green buses’ if that’s your highlighted anchor text. It’s undeniable!

Of course, it’s not quite as simple as that… The Search Engines also take into account a pages’ title and its wording. Plus a whole bunch of other factors as well. Just as an example – they’ll look at the spread and relevancy of the ‘voting’ sites.

The crux of it all is though that a mass of back links solves all the problems! And these need to be from as many different sites as possible – with the correct phrases used as anchor text. A site’s quality is taken into account as well: Receiving a link from a top site like Microsoft is much more valuable than one from a start-up site.

It takes knowledge and skill to identify the best keyword groupings for your site. (Research your competitors well before you plump for yours.) It really boils down to one thing: When someone is looking for your product, what words do they use for their search? Find the answer to that, and you’ve got your keywords.

Getting it right though takes a lot of measuring, testing and research. The phrases that perform best are sometimes quite unforeseen. People have such diverse thoughts about how to express what they want. If you’re desperate for better quality sleep, the words ‘comfortable mattress’ might come into your mind. Whilst the line GOOD NIGHT’S SLEEP could be used by someone else.

Successful on-line marketing is about more than trusting vague hunches. We can’t over-stress the need to TEST and MEASURE all the phrases you’re considering using. The number of people visiting your site will be in direct proportion to the work you do in this area. An analogy could be drawn with a listing in the Business Yellow Pages. You’re not going to get any enquiries for Car Repairs if you’re indexed as a Hairdresser! It is just as crucial to get your keyword analysis correct. Then everyone who’s looking for what you do will easily find you.