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In our previous article, we covered the basic theory of SEO and talked about ‘On Page’ factors. In this article, we’re looking at the more crucial Off-Page optimisation. Think of it as appointing votes. A link is placed from one site to another. As though it’s suggesting the site has value.

This link consists of two major parts. The URL of the page being pointed at – Then secondly the keyword phrase. This will be highlighted on the web page. This generates one ‘vote’ for a particular page on a website based on that anchor text phrase. That is, 1 vote for that website to move up the listings for the search phrase (keywords) in question.

This is always how it works. There is a binding association between the recipient page and the anchor text. You have to have anchor text to make your vote. The listings would be chaotic without anchor texts. SE’s wouldn’t know what terms to list sites under without them. To re-iterate: The search terms you will be listed for are completely determined by your anchor texts.

Therefore, can you see why “Click HERE for more information” is next to useless for creating SEO value? We’ve simply voted for the words Click Here. Who in their right mind would type “click here” in the search box to find a site? Nobody would.

So that explains why Anchor Text takes some thought and consideration. It signifies the keyword phrases that you want to rank for. Interestingly, you’ll see the Adobe Reader download site in pole position for ‘click here’. Did they SEO that term? Categorically No! But so many sites have a ‘Click HERE to download Adobe Reader’ link on them, that they’re number one for that phrase.

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. The SE’s process tries to follow the logic of a human being. It even won’t matter what the rest of the page talks about in some ways. If all the anchor text phrases that point to you say ‘yellow balloons’, then that’s what you’ll rank for! That’s irrefutable!

Naturally, there’s more to it than that… The Search Engines also take into account a pages’ title and its wording. Plus a whole bunch of other factors as well. For example; how spread-out and relevant the sites are that are linking to you.

But the essence of this shows that the single most important factor in SEO is lots of back-links. If these back links come from a variety of sites and have well phrased anchor texts, then so much the better. The weight, or influence of the site stands for a lot as well – A link that’s come from Adobe for example would rate much more highly than one from a local newsagent’s site.

Take time to make sure you have the appropriate keywords in place. Do perform sufficient competitor and keyword research before you firm up on your strategy. But the bottom line is this: What would a customer of yours type in the search box in order to find your product or service? Crack that one, and you’ve got your correct anchor text and phrases.

Interesting answers often come up when you do your researches and tests. The phrases that perform best are sometimes quite unforeseen. So many different phrases come to mind when we think of what to search for. Someone may type in SUPPORTIVE MATTRESS if they’re looking for a better night’s sleep. Yet ‘more sleep please’ could be someone else’s first thought.

Would you really want to trust your marketing to vague ideas and feelings about what might be typed in? A lot of measuring, testing and research of each term is of vital importance. They’ll form the basis of ALL the visitors you’ll get to your website. Picture an advert featured in the Yellow Pages. You won’t receive any calls if you’re listed under an inappropriate heading. Search Engine Optimisation can only be effective with painstaking and detailed keyword research.

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