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Successful search
engine optimization employs many factors. However, one of
the most important factors is the anchor text of
inbound links. Because Google, among
other search engines, puts a significant amount of
weight on the anchor text of inbound links, anchor text
can be a decisive factor when going after top ranking on extremely
competitive search terms.
Precisely how powerful is anchor text of inbound links? It
is entirely possible to achieve top ranking for extremely
competitive keywords without any hint of on-page-elements
SEO. |
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Monster.com currently
sits in the #1 spot for the search term Jobs. The word "jobs"
does not even appear on that page in text form; the only occurrence
is once in the form of ALT text. |
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Search Google for Computers.
At this time, six of the top ten pages do not contain the word
Computers in the page copy. They are there due solely to anchor
text of inbound links. |
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Search Google for Profit. At
this time, 7 of the top ten pages do not contain the word Profit
in the page copy. They are there due solely to anchor text of
inbound links. |
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Search Google for Promote. At
this time, 5 of the top ten pages do not contain the word Promote
in the page copy. They are there due solely to anchor text of
inbound links. |
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Search Google for Advertise.
At this time, 6 of the top ten pages do not contain the word
Advertise in the page copy. They are there due solely to anchor
text of inbound links. |
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Search Google for Click. At
this time, 9 of the top ten pages do not contain the
word Click in the page copy. They are there due solely to anchor
text of inbound links. |
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Search Google for webhosting.
At this time, four of the top ten pages do not contain the word
webhosting in the page copy. They are there due solely to anchor
text of inbound links. |
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Search Google for hits. At this
time, the top three pages do not contain the word hits in the
page copy. They are there due solely to anchor text of inbound
links. |
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Do a search for exit. All of the sites on the
first page are there due solely to anchor text of inbound links. |
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Same thing applies when you do a search for leave,
for which Yahoo! is listed in the #1 spot.
Yahoo is also #1 for the search term exit, due solely to the
anchor text of hundreds of mature content sites. |
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Use |
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So how do you, as an SEO, utilize the power of
anchor text? The easiest - most cost effective - way is to choose
a descriptive name for your site, and by descriptively naming
your folders and files. |
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Domains |
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We are currently
analyzing data from market research into consumer behavior
in regard to domain names. The completed analysis will be
published in an article entitled Descriptive Domains for SEO.
As a preview of things to come, let me say that preliminary
data shows descriptive domains - keyword domains, that is
- to benefit from a much higher CTR than non-descriptive domains. |
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File Naming |
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Looking through the traffic
logs of websites we maintain is a daily chore. Early detection
of shifts in search engine ranking is a must in this business.
One thing I've often noticed is search strings containing
words that appear neither on the page, nor in anchor text
of inbound links - except where the URL of the page has been
used as anchor text. This is where we see the benefit of descriptive
file naming.
To give a poor example, I recently noticed this search string
in the traffic logs of Quality-Web-Hosting.net: "quality
PHP search engine optimization"
But those words don't appear in the link text of inbound links!
Unless, of course, you use the URL itself as link text:
www.quality-web-hosting.net/search_engine_optimization.php.
As one of the most powerful search engine optimization tactics,
we believe that link-building
should be a high priority in any search engine optimization
campaign. |
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