Link Building Strategy: Quality Over Quantity Every Time

Today Nichola Stott posted an excellent article on Link Building and Search Engine Optimization, When Link Loss Ain’t No Bad Thing, on Search Engine Watch.

I’m buying. Along with work by Eric Ward it’s one of the best posts I have read on link building in some time. The article is well-documented (at least I take the author at her word) and well-written.

The author recommends a strategy of developing quality links from legitimate sites rather than a large volume of links from sites that are much less obviously related to the focus of the site you are trying to optimize.

It’s particularly interesting that Stott says “Anchor text [in inbound links] isn’t the signal it once was.” I still think we should always try for good anchor text, but the point of the article is that engineered links are more obvious today than they once were, and that probably includes anchor text in inbound links.

Today Google has much more information at its disposal when it determines what a web page is about, so it doesn’t need to rely on anchor text as much, just as directories like Yahoo! and DMOZ used to have much more significance for search engine optimization. Still, all other things being equal, better anchor text is better SEO.

Here’s Google’s Maile Ohye saying very recently that anchor text in internal links will influence sitelinks.

So clearly Google still looks at anchor text for important clues about a page’s content.

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5 Tips for Better Search Engine Optimization with WordPress

On June 12, I had the great pleasure of presenting at WordCamp Vancouver. Duane Storey and the rest of the organizers did an awesome job. The conference was a big hit. If you get the chance, definitely check it out next year.

My presentation was called “Get Found Easier and Grow Your Business: 5 Tips for Better Search Engine Optimization with WordPress”. Thirty minutes is just about enough time to get through the essentials of SEO for WordPress, although I’m sure it could be a two-hour presentation without too much trouble.

Half of the time does not involve using WordPress! I do a quick overview of what a keyword is, how to pick a good keyword, how to check your initial search ranking, and, after optimizing, how to see if your optimization efforts had any effect!

Understanding keywords is absolutely critical to search optimization, but it’s not often talked about in a way that most people can get. This is going to have to change as more businesses use WordPress and other CMS solutions for websites and then decide that they need to do their own SEO.

The 5 Tips for Better SEO are spelled out in the presentation slide deck below. They are also available in PDF form here (right click and select “Save Target As…” or “Save Link As…” to download).

5 Tips for Better Search Engine Optimization with WordPress (PDF)

At the end of the slides and the PDF, there are links to SEO Plugins, Tools and Resources. If you would like the .pptx file of  the presentation – including the Notes – contact me.

Here are the 5 Tips for Better Search Engine Optimization with WordPress in case you want a quick overview:

Tip #1 : Use keywords in your HTML page title

Tip #2 : Write a page description that makes people want to read more (include keywords)

Tip #3: Customize permalinks

Tip #4 : Use keywords in the visible page

Tip #4 continued: Make content “sticky”, useful, a resource

Tip #5: Links

•Inbound Links are the Number One Search Ranking Factor
(and #2, #3, #5)  according to seomoz.org
•External Links
•Internal Links
•Use keywords in link text
•Use inbound link tools

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