previous lessons I've taught you different optimization strategies.
I've taught you the difference between onpage search engine
optimization and offpage search engine optimization.
Onpage search engine optimization
are things that you can change ON your webpage.
- Title tag
- Header tags
- Bolding, Italicizing, Underlining
- Alt image tags
- Meta Tags
Offpage search engine optimization
comes down to basically 1 thing, which websites are linking
to your wesbite and how they're doing it. These things include:
- Anchor text uses in your link
- The title of the page your link
- The page rank of the page your
link is on
- The "theme" of the website
your link is on
- The age of the website linking
- And the list goes on and on...
By now, I'm hoping you see that it's
the offpage search engine optimization factors that will get your
website to the top of the search engines. NOT the onpage optimization
factors like bolding text etc. Again, the onpage factors are things
you SHOULD do, but are not nearly as important
as the offpage factors.
Ok... Let me show you why.
In this example I'm going to analyze
the #1 ranked website on Google for the search term "click
First, let's go to Google
and enter "click here".
You'll notice that the #1 ranked
website is www.adobe.com. That's interesting...
Now, why would adobe.com rank #1
for that search term? I would think adobe.com would rank well
for terms like:
- graphic design programs
- create printable documents
- web design programs
- and other keywords related to
what they sell...
few things you should notice while looking at the picture
If we looks
at the Google listing, you'll notice that:
1. The word "click here"
isn't in the page title
2. The word "click here" isn't in the URL of the
3. The word "click here" isn't even in the description
listed by Google!
Now, let's click on the listing in
Google and check out the actual webpage.
Now, get this... The words "click
here" aren't even on the webpage, anywhere!
If all of those onpage optimization
techniques that many SEO companies talk about were true, then
don't you think a different website would rank #1 for this term?
- keyword density
- keyword prominence
- keyword proximity
- bolding, italicizing, underlining
are NOT critical to
worry about when trying to rank well for a search term.
Yes, you should spinkle your
keyword throughout the webpage and do the other onpage optimization
techniques I've taught you in previous lessons, but again, I really
want to drill this into your head. It is the offpage optimization
that will increase your rankings in the search engines; specifically
Google, Yahoo, and MSN.
why exactly does adobe.com rank #1 on Google for the term
Let's open up SEO Elite and have
a quick look...
1. First, we'll select radio
2. Next, we'll enter the URL from Google into step 2.
3. Next, we'll select Google from the list of search engines.
4. Finally, click "ok" to run SEO Elite.
When it's finished running, let's
click on the "report view" tab to view some of the results.
The first thing you should notice
is the Google Page Rank of all of the pages linking to adobe.com.
If you click the column heading within SEO Elite labeled "Google
PR", it will sort the column in descending order.
You can see that the pages linking
to adobe.com have an extremely high Page Rank. Any
website with a Page Rank of 6 or higher are VERY high page ranks.
Look at all the PR8 websites linking to them!
notice that there are TONS of websites with a .edu or a
.gov extension linking to adobe.com. Google and other search engines
give much more weight to websites with .edu or .gov extensions.
So, if you can get one of those websites to link to your website,
it will REALLY help improve your ranking.
Next, let's click the "analysis
If we click the column heading titled
"anchor text", it will sort this column in descending
order. We can quickly see that the words "click"
and "here" are within the top 10 words listed in the
left hand column.
Remember, the anchor text column
will show you the number of times the word in the "Word"
column appears in the actual anchor text of the link pointing
So, by looking at the analysis above,
we can see that the word "click" appeared in 6 of the
links pointing to adobe.com and 4.5% of the total links pointing
to adobe.com contained the keyword "click". The keyword
"here" was found in 11 links pointing to adobe.com and
appeared 8.3% of the time.
Now, let's do something fun. Go to
Google and enter different combinations of the words listed at
the top of the screenshot above. Words like "reader, adobe,
acrobat, and download". So, you'd go to Google and enter
things like (Or just click the links beow)
and so on... and check out what webstie
appears #1. It's the links AND the anchor text being used in those
links, that helps a website rank highly :-)
adobe.com is ranked #1
The main two reasons
that adobe.com is ranked #1 for the keyword "click here"
- The websites linking to adobe.com
are very quality (have a high Page Rank and come from
trusted, aged websites like .edu and .gov websites)
- The websites linking to adobe.com
used the keywords "click" and "here" many
times in the anchor text of the links linking to adobe.com
There are a few other offpage optimization
factors that help adobe.com to rank #1, but those are the main
two reasons. After reading this lesson, I hope you can clearly
see the power of offpage optimization (linking).
So, the next time someone asks you
what the proper keyword density is, the proper keyword prominence,
the proper number of times you need to bold, italicize, or underline
a keyword on your page... You can tell them that onpage optimization
is NOT critical when ranking well for a given search term.
Until next time, happy optimizing!
Strategies - Day 4 will be coming shortly so stay tuned!
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