New way of link building (seo) 2013

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Prevent your website for future search updates. Build a strong brand online while link building and attract tons of diversified traffic.

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New way of link building (seo) 2013

  1. 1. Link Building, The Web Promotion way. Prevent your website from search updates New way of link building Co-citation & On-Page Occurrence Harekrishna Patel3-Mar-13 1 SEO & Usability Consultant, Xtreme UX
  2. 2. Topics covered.• Are links still important?• What Google says about links & anchor text?• Why anchor text is important?• Organic vs. inorganic links• What factors Google measures while evaluating external links• Why Google penalize the links (Penguin)?• Avoiding the Google Penalties (Penguin & Future Updates)• How to build web promotion profiles• Anchor text style that penalize the by Google• Varying your anchor text and avoiding these penalties• Usage of varying anchor texts in percentage• What is co-citation?• Co-citation & links• Three possible associations of co-citations• Co-citation & On-Page Occurrence• Word Relationships and Document Rankings Harekrishna Patel3-Mar-13 2 SEO & Usability Consultant, Xtreme UX
  3. 3. Are links still important?Links are the backbone of the internet from a users and a search engines perspective, but remember this: "Links are only one of the weighing factors" that Google uses when determining your websites relevance and/or importance.Google uses links to improve search results,Visit the linkhttp://infolab.stanford.edu/~backrub/google.html Section 2. Harekrishna Patel3-Mar-13 3 SEO & Usability Consultant, Xtreme UX
  4. 4. Key Takeaways from http://infolab.stanford.edu/~backrub/google.htmlPageRankThe Google search engine has two important features that help it produce high precision results. First, it makes use of the link structure of the Web to calculate a quality ranking for each web page. This ranking is called PageRank.• Google utilizes link to improve search results.• PageRank is an excellent way to prioritize the results of web keyword searches.• The citation (link) graph of the web is an important resource that has largely gone unused in existing web search engines. Harekrishna Patel3-Mar-13 4 SEO & Usability Consultant, Xtreme UX
  5. 5. Key Takeaways from http://infolab.stanford.edu/~backrub/google.htmlAnchor text advantage to Google• The text of links is treated in a special way in our search engine. Most search engines associate the text of a link with the page that the link is on. In addition, we associate it with the page the link points to.• First advantage, anchors often provide more accurate descriptions of web pages than the pages themselves.• Second advantage, anchors may exist for documents which cannot be indexed by a text-based search engine, such as images, programs, and databases. Harekrishna Patel3-Mar-13 5 SEO & Usability Consultant, Xtreme UX
  6. 6. Why Anchor Texts is important?Anchor text to the page it refers to was implemented in the World Wide Web Worm, especially because it helps search non-text information, and expands the search coverage.Google uses anchor propagation mostly because anchor text can help provide better quality results. Harekrishna Patel3-Mar-13 6 SEO & Usability Consultant, Xtreme UX
  7. 7. When it comes to links Google measures a line of factors such as• Strength of the linking page• Anchor text• Relevance of the content where the link is placed• Placement on the page etc, etc• Link from a strong and authorities site• Related to the topic where you want a position in content that is relevant to your content is the best. Harekrishna Patel3-Mar-13 7 SEO & Usability Consultant, Xtreme UX
  8. 8. Organic Links Vs. Inorganic Links Takeaways… Harekrishna Patel3-Mar-13 8 SEO & Usability Consultant, Xtreme UX
  9. 9. Cont…• Relevance – Is this link coming from a relevant source that further supports the relevance of my content?• Authority & Influence – Was the source of this link written by an authoritative, influential person or business?• Diversity – By adding this link to my web presence am I diversifying and adding value to my digital footprint?If you are able to answer yes to these three questions then you likely have an organic backlink that is going to positively impact your organic search visibility. If you cannot answer yes to these three questions you have an inorganic backlink that will have no impact on organic search results and may even penalize your web presence at some point in the future.Ref. Gshiftlabs.com Harekrishna Patel3-Mar-13 9 SEO & Usability Consultant, Xtreme UX
  10. 10. What factors Google measures while evaluating external links Placement on the page etc, etc Relevance of the Link from a strong content where the and authorities site link is placed Anchor text Related to the topic Strength of the Website / landing Citations - different linking page page domains Harekrishna Patel3-Mar-13 10 SEO & Usability Consultant, Xtreme UX
  11. 11. Why Google penalize the links (Penguin)?Google had started penalizing those sites whom had been stuffing keywords into all of their anchor text as well poor links qualities point to your site and landing pages.After the Penguin update some of us started to notice things (allot of things) like:• Some websites were completely gone from the SERPs• Some sites partially disappeared• Some sites no longer ranked for certain terms, but still ranked for others! Harekrishna Patel3-Mar-13 11 SEO & Usability Consultant, Xtreme UX
  12. 12. Avoiding the Google Penalties (Penguin & Future Updates)Step 1: Don’t think link building, but build a web promotion profiles.Step 2: Don’t write cheap articles stuffed with keywords and Links. Develop a meaningful content that users love to share.Step 3: Don’t use same anchor texts. But use different anchor texts. Harekrishna Patel3-Mar-13 12 SEO & Usability Consultant, Xtreme UX
  13. 13. Step 1: Build web promotion profiles Think how you are promoting a brand, services and products off-line Events Jobs Classifieds Blogs/ Web 2.0 Niche sites directories Forums/discussi Articles on boards website/landing news Social media page Harekrishna Patel3-Mar-13 13 SEO & Usability Consultant, Xtreme UX
  14. 14. Step 2: Develop a meaningful content Focus on Users’ Interest that adds values in users and love to share Promotional offers Press Articles releases/news Images Infographics Brand Videos Products News letters Services Harekrishna Patel3-Mar-13 14 SEO & Usability Consultant, Xtreme UX
  15. 15. Step 3: Anchor Texts Style Varying your anchor text and avoiding these penaltiesAnchor text style that penalize by GoogleGoogle had started penalizing those sites whom had been stuffing keywords into all of their anchor text. Like, Key phrase Key phrase Key phrase Key phrase website/landing Key phrase Key phrase page Harekrishna Patel3-Mar-13 15 SEO & Usability Consultant, Xtreme UX
  16. 16. Varying your anchor text and avoiding these penalties Examples of recommended anchor texts Website name Descriptive line URL brand name Normal Phrases Synonyms e.g. Click here website/landing Key phrase long tail keywords page Harekrishna Patel3-Mar-13 16 SEO & Usability Consultant, Xtreme UX
  17. 17. Usage of varying anchor texts in percentage out of 100% for a single key phrase and a page you are optimizing. Keywords Synonyms (20%) Normal phrases (30%) Descriptive texts (10%) e.g. Click Here Anchor Key phrases Brand name & Text you you are website (30%) are targeting targeting (10%) Harekrishna Patel3-Mar-13 17 SEO & Usability Consultant, Xtreme UX
  18. 18. Co-citationWhat are co-citations?“Bibliographic Co-Citation is a popular similarity measure used to establish a subject similarity between two items. If A and B are both cited by C, they may be said to be related to one another, even though they don’t directly reference each other. If A and B are both cited by many other items, they have a stronger relationship. The more items they are cited by, the stronger their relationship is.” Harekrishna Patel3-Mar-13 18 SEO & Usability Consultant, Xtreme UX
  19. 19. Co-citation & Linksif you can’t / don’t get a link, at least get a citation. Meaning get someone (else), preferably someone important (high PageRank, in your keyword community) to talk about your brand and your keywords (together).With fewer words the co –citation is a habit of using of terms and phrases (keywords) along with a brand or a link while you are backlinking or doing inbound link campaigns for your site. Simple - the co-citations are mentions of your business name or brand and the products that you offer to the audience and clients. Harekrishna Patel3-Mar-13 19 SEO & Usability Consultant, Xtreme UX
  20. 20. Three possible associations of co-citations 1 Keyword + Brand 2 3 Brand + Website Brand + URL Harekrishna Patel3-Mar-13 20 SEO & Usability Consultant, Xtreme UX
  21. 21. Examples1. Keyword + brandItalian Dining Tables + Amazon2. Brand + WebsiteAmazon Book Store + www.amazon.com3. Brand + URLAmazon Book Store + www.amazon.com/italian-dining-tables.htmlUse any of these types of associations (keyword & brand or keyword & website or keyword & URL) and they may accompany a good content text placed on high authority web sites on the way of high SEPR’s positions. Mentioning your company brand, website URL with the key phrase of your products and services on other relevant web pages will keep you among the top businesses in your industry.Ref. webski.com.au Harekrishna Patel3-Mar-13 21 SEO & Usability Consultant, Xtreme UX
  22. 22. Co-citation & On-Page OccurrenceRanking WebPages based upon relationships between words (Googles Co- Occurrence Patent)Ref. http://patft.uspto.gov/netacgi/nph- Parser?Sect1=PTO1&Sect2=HITOFF&d=PALL&p=1&u=%2Fnetahtml%2FPT O%2Fsrchnum.htm&r=1&f=G&l=50&s1=8,321,409.PN.&OS=PN/8,321,409 &RS=PN/8,321,409http://www.seobythesea.com/2012/11/ranking-webpages-relationships-co- occurrence-patent/ Harekrishna Patel3-Mar-13 22 SEO & Usability Consultant, Xtreme UX
  23. 23. Word Relationships and Document Rankings• Google may looks at the strength of the relationships of search terms with other important and related terms on the same pages.• It creates scores for the documents based on the locations of those terms within the documents and the relative distances between the important terms to each other (with the closest distance being the one used, if the terms appear more than once).• When you write the content about “New York City Guide”, Google expects to see “Statue of Liberty” on this page.• The significant words or terms for each page might point to three different meanings for the query term that should be represented on the first page of search results. Harekrishna Patel3-Mar-13 23 SEO & Usability Consultant, Xtreme UX
  24. 24. Example Java is known for 3 things in the world. Energy Drink Programming Island Language Java Harekrishna Patel3-Mar-13 24 SEO & Usability Consultant, Xtreme UX
  25. 25. Word Relationships in Document If you are optimizing the page for “Java Development Services” Synonyms / Related key phrases (Java component development, Java development environment, Java development server) Industry words Key phrase you are targeting (Java, Sun, Oracle, Database, (Java Development services) Server) Java Harekrishna Patel3-Mar-13 25 SEO & Usability Consultant, Xtreme UX
  26. 26. Other Influencing Factors in Rankings• Page speed• Social signals (Google +1)• Micro data / Rich Snippet• Click-through-Rates from SERPs• Content ownership• Authority Harekrishna Patel3-Mar-13 26 SEO & Usability Consultant, Xtreme UX
  27. 27. Thank You! Harekrishna Patel SEO & Usability Consultant Xtreme UX www.xtremeux.com info@xtremeux.com Harekrishna Patel3-Mar-13 27 SEO & Usability Consultant, Xtreme UX

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