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sifat
Feb 16, 2022
In Review.
When I talk with prospects and clients our conversations usually include standard SEO topics such as keyword phrases, content strategy, competitor analysis, social media marketing, analytics, and the one topic that ‘links’ all these together – backlinking. That is, incorporating keywords into backlinks, writing press release content with backlinks, out-backlinking the competition, using social media as a backlinking source, and of course measuring backlinks with analytics. Why is backlinking so important to your organic search strategy? Google’s algorithm places a heavy weighting on the number of websites that are referencing (or linking back to) your website. These are backlinks or inbound links. Google’s logic is pretty simple: if other sites are referencing your site, then it must be a relevant and trusted site with relevant content. But it isn’t so simple. The backlinks to your site must be: high quality, relevant links are freely given based on editorial judgment; as opposed to: low quality, spammy, irrelevant links, links from untrustworthy sources or traded links. Backlink 101: Structure and Definitions Here are some basics that will be helpful: 1) What is a backlink? On this web page – http://business.financialpost.com/2010/12/08/canadas-most-innovative-companies – there’s a backlink to http://www.gshiftlabs.com. 2) What is anchor text? The anchor text for the backlink is “gShift Labs” (the text that you actually click on.) 3) What is the domain value? Google places a value on a backlink source. So the source “financialpost.com” would have a higher value than say “thebarrieexaminer.com”. Now that we know this, we can talk about the dos and don’ts. Here are some things to think about: Backlinking for SEO: The Do’s 1. Be consistent. Google wants to know that you are committed to your backlink strategy and Google’s algorithm can detect if you’re not committed. For example, if you have 59 backlinks today and overnight you have 15,000 (because you bought backlinks from a backlink farm) you will likely be penalized, which will negatively impact your ranking. Google wants to see that you are adding a consistent number of backlinks to your web presence over the course of a normal time period. For example, 5 to 10 backlinks per week, every week or 50 backlinks per week. 2. Optimize your anchor tags. An anchor tag with the text “Click Here” or “Read More” is pretty useless to your SEO efforts. Instead, try to optimize your anchor text with keyword-rich content that matters to you. For example, if one of your top keyword phrases is “orange party dresses” then you’ll want to create anchor text based on this phrase and have it link through to a web page that is also optimized for that phrase. Note: It might not always be possible to control the anchor text for your backlink. 3. Unique domains. Google wants to see that you have a strong variety of domains in your backlink inventory. If all your backlinks are coming from one source it is a signal that your website probably isn’t all that relevant. 4. But, how do I add backlinks? If you feel dumb asking the question you’re not alone. How should you go about building backlinks? It is really about producing content. You can produce content by: a. Issuing regular press releases through a syndication service such as PRWeb.com or MarketWire.com. b. Blogging on trusted third-party websites with links back to your website (when appropriate). c. Getting your website added to relevant industry portals and directories. Backlinking for SEO: The Don’ts 1. Don’t buy links unless you really really understand the company that is selling the links to you, the quality of the links and the risks associated with the potential outcome of buying those links. Talk to an expert or get a second opinion before committing to such tactics. 2. Don’t trust any SEO Professional or Agency Photo Editing Services that promises a #1 organic ranking. A #1 organic ranking is completely impossible to guarantee because there are so many external variables beyond the control of the SEO Professional. Variables such as Google’s always-changing algorithm and competitors’ websites just to name a couple. 3. Don’t be afraid to ask your SEO Professional what their backlinking strategy is for your web presence. Or better yet, tell them you want a backlinking strategy outlined before it is implemented. Now I’d like to share one really sad SEO backlinking story with you. The Sad SEO Backlinking Story J.C. Penney hired an SEO firm to optimize its website for organic search. To make a really long sad story short, Google ultimately penalized J.C. Penney’s rankings after it was determined that the SEO firm hired, implemented backlinking tactics that Google considers “black hat” or unethical. The initial outcome of these unethical backlinking tactics was a #1 rank for a variety of keyword phrases that matter to J.C. Penney. How did the SEO firm accomplish this? They paid to have thousands of backlinks placed on hundreds of sites scattered around the Web, all of which lead directly to JCPenny.com. (New York Times, Dirty Little Secrets of Search, February 12, 2011.). In a nutshell, “paid-for backlinks”. The worst part is that the client, J.C. Penney, was unaware of the unethical practices the SEO firm had employed to achieve the high organic rankings. Bad SEO firm. Once it was brought to Google’s attention that the J.C. Penney website was attempting to game Google’s search algorithm, Google began manual actions against JCPenney.com, essentially decreasing their organic rank.
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sifat
Feb 16, 2022
In Review.
The search engine optimization (SEO) landscape has changed drastically over the past decade. In the early days of the Internet, search engine optimization was centered on the basic elements of web design, keyword selection, backlinks and placement. Today, there are numerous additional factors that contribute to search engine algorithms that determine page ranking or what is called web presence. What has happened? Firstly, the number of web sites, pages, blog sites and social media content has increased drastically from the days of only having a few million web sites online. Today – millions of pages of content, blog posts and social media content are published daily on the Internet. There is an incredible velocity of content generation daily and this will only continue to accelerate. In order for the search engines to provide quality, timely search results for users, they had to develop algorithms to sort through all of the noise. The complexity of optimizing for organic search rankings has gone through the roof, but the underlying formula for success can be achieved through a combination of strategy, tactics, effort and long-term vision. Of course, software automation added to the process will drastically help (more on this later in the article). Secondly, competition has escalated during this period of time. Now, not only do we have an ever increasing volume of content but also many businesses understand the art of search engine strategy and have started spending money on optimizing their web design and web content. Businesses are actively measuring their results with analytics and making changes each month and they understand the value of being found naturally or organically in the search engines. According to an eMarketer.com survey of senior Marketing and business owners in 2008,a large percentage have added “SEO” to their marketing budget as a separate line item. Forrester Research surveyed 204 marketing executives in July 2009. Their research unveiled that marketing executives are expected to spend $2.8 billion on SEO services in 2010 with spending to increase year-over-year to $5 billion by 2014. Thirdly, the entrance of social media to the search engine stage gives us even more we need to focus on. Social media has completely transformed how people share information – in terms of the social anthropology of storytelling (future blog post) and also in terms of how the major search engines have adapted to use social media factors in their search algorithms. The real-time delivery of information provided by Social media, combined with the upcoming changes to search (See Google Caffeine) mean that social mentions, syndicated press releases, blog posts and even videos can rank higher than business web pages. The most interesting part is that they can rank very quickly, sometimes in minutes. We are seeing Twitter, LinkedIn and Facebook content ranking higher than business web pages! People are also using social search results as a relevant and convenient traditional search alternative. What does this mean to your business? It means that business leaders need to understand the changing landscape of SEO and apply resources accordingly. In-house talent, interactive agencies and/or specialist consultants are all being hired to work manage organic search. Did I mention before that using a software automation solution would be ideal to remove a lot of the grunt-work from researching, auditing, monitoring and improving web sites? What other SEO trends should business owners be aware of? Major search engines are developing relationships with social media web sites. In the summer of 2009 we saw that both Google and Bing developed closer to ties with both Facebook and Twitter. Bing (MSN/Live) and Yahoo! recently announced a deal that they would combine their search results and that merger would result in an approximate 28% search market share with Google taking the bulk of the remaining 70%. Google and Binghoo! (Yahoo! & Bing) are providing more real time data in their search results. Real time content is coming from streams like social media, press releases and blog posts. As always, a large portion of Page ranking is being determined by popularity, authority and relevance of the backlinks Philippines Photo Editor to a piece of content (blog post, web page, etc). These links traditionally were relatively static between two web sites, however now they are now being created much more dynamically from social media posts in Twitter, Facebook, LinkedIn and other sites. Local Search chart Image Local search has become much more important in recent years as major search engines have made it easier to add local listings and in turn made it easier for users to understand that they have the option of searching locally. Consumers are also searching more often using alternative searches such as maps (via Google Maps). It is important that businesses understand how local search impacts their search results, especially at the macro level when considering how your results appear in different regions such as Canada versus the United States. Web Presence We believe that the largest issues that businesses face today are needing to understanding the internal and external factors that make up their web presence, how to monitor these factors and then finding the time to effectively manage their web presence effectively over time. We consider SEO, Social Media, Press Releases and Blogs as web presence optimization. Look for a future white paper that we will publish on “defining Web Presence Optimization”. How will your business communication strategy change to adapt to the ever-changing SEO landscape?
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