Backlinks and Search Engine visibility

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backlinks

Sometimes called off page links, backlinks are the oxygen of search engine positioning and traffic generation. To understand backlinks there are three elements you need to consider, the source from which the backlinks originate, the anchor text of the backlinks and what’s on the page to which the backlinks directs the visitor to.

The quantity of backlinks

Most search engines look at the quantity of backlinks to a web page when deciding where this page should be presented in the search results.

The source of the backlinks

Backlinks are very similar to votes with different ‘rights’ that relate to where they originate from So it follows that pages with backlinks from authoritative pages will receive a much higher value consideration from the search engines. Government (.gov) and educational (.edu) sites are obvious examples of sites that are authoritative and trustworthy.

Google Page Rank

Google has the concept of ‘page rank’, this is the property it attaches to a page it considers to have accumulated authority over time from backlinks pointing towards it.

The ‘anchor text’

Just like a label, the backlink anchor text has influence over the search engines classification of the backlink. Relevance is the guiding principle for every search engine algorithms and it follows if the information on the page is about ‘drying chillis” then it is from a search engine’s point of view, more valuable for the backlink’s anchor text to this page to contain the word ‘chilli’ as opposed to a related term such as ‘drying spices’.

Common problems

The majority people screw up their backlinks strategies because they focus on quantity as opposed to quality of backlinks. For instance if the volume of your backlinks to your ‘parenting’ page originate from pages not related to ‘parenting’ then whilst you have backlinks they will almost always bring you the wrong traffic.

How to build backlinks

So let me share with you my fail safe method for acquiring backlinks that will make the search engines love you and bring the right type and relevant traffic to your web pages.

1. To begin with you should focus on choosing the right keywords.
2. I like to create a keyword ‘cloud’.
3. I always start with a single primary keyword or key phrase which has significant visitor traffic.
4. To find out the amount of visitor traffic is being coming from searches for my top level keyword I use the Google keyword analyzer tool.
5. I carefully consider words and search phrases associated with my ‘top’ level phrase and create my ‘cloud’.
6. Using this cloud I put together a library of content containing articles, videos and blog posts each with backlinks embedded with the right anchor text and then use a suite of content distribution tools to push my content to a group of directories.
7. When I write my content I do so with the searcher in mind so as each piece of content attracts backlinks to itself as well as sends backlinks to my target pages.

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