New way of link building (seo) 2013

Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX

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Link Building, The Web Promotion way.

Prevent your website from search updatesNew way of link building

Co-citation & On-Page Occurrence


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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


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Are links still important?

Links are the backbone of the internet from a user's and a search engine's perspective, but remember this: "Links are only one of the weighing factors" that Google uses when determining your website's relevance and/or importance.

Google uses links to improve search results,Visit the link http://infolab.stanford.edu/~backrub/google.html Section 2.

http://infolab.stanford.edu/~backrub/google.html


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Key Takeawaysfrom http://infolab.stanford.edu/~backrub/google.html

PageRankThe 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.



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Key Takeaways from http://infolab.stanford.edu/~backrub/google.html

Anchor 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.



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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.


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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.


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Organic Links Vs. Inorganic LinksTakeaways…


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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


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What factors Google measures while evaluating external links

Website / landing page

Strength of the linking page

Anchor text

Relevance of the content where the link is placed

Placement on the page etc, etcLink from a strong and

authorities site

Related to the topic

Citations - different domains


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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!


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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.


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Step 1: Build web promotion profilesThink how you are promoting a brand, services and products off-line

website/landing page

news

Articles

Blogs/ Web 2.0 sites

Jobs Events Classifieds

Niche directories

Forums/discussion boards

Social media


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Step 2: Develop a meaningful contentFocus on Users’ Interest that adds values in users and love to share

BrandProductsServices

Videos

Images

ArticlesPromotional offersPress releases/news

Infographics

News letters


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Step 3: Anchor Texts StyleVarying your anchor text and avoiding these penalties

Anchor 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 phraseKey phrase

Key phrase

Key phrase


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Varying your anchor text and avoiding these penaltiesExamples of recommended anchor texts


Key phrase

Synonyms

URLWebsite nameDescriptive line

brand name

Normal Phrasese.g. Click here

long tail keywords


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Usage of varying anchor texts in percentage out of 100% for a single key phrase and a page you are optimizing.

Anchor Text you are

targeting

Brand name & website (30%)

Normal phrases (30%)

e.g. Click Here

Keywords' Synonyms (20%)Descriptive texts

(10%)Key phrases you

are targeting (10%)


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Co-citation

What 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.”


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Co-citation & Links

if 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.


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Three possible associations of co-citations

1Keyword +

Brand

3Brand + URL

2Brand + Website


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Examples

1. Keyword + brandItalian Dining Tables + Amazon

2. Brand + WebsiteAmazon Book Store + www.amazon.com

3. Brand + URLAmazon Book Store + www.amazon.com/italian-dining-tables.html

Use 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

http://www.amazon.com/

http://www.amazon.com/italian-dining-tables.html


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Co-citation & On-Page Occurrence

Ranking WebPages based upon relationships between words (Google's Co-Occurrence Patent)

Ref. http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PALL&p=1&u=%2Fnetahtml%2FPTO%2Fsrchnum.htm&r=1&f=G&l=50&s1=8,321,409.PN.&OS=PN/8,321,409&RS=PN/8,321,409

http://www.seobythesea.com/2012/11/ranking-webpages-relationships-co-occurrence-patent/

http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PALL&p=1&u=/netahtml/PTO/srchnum.htm&r=1&f=G&l=50&s1=8,321,409.PN.&OS=PN/8,321,409&RS=PN/8,321,409






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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.


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ExampleJava is known for 3 things in the world.

Java

ProgrammingLanguage

Energy DrinkIsland


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Word Relationships in DocumentIf you are optimizing the page for “Java Development Services”

Java

Key phrase you are targeting(Java Development services)

Synonyms / Related key phrases(Java component development, Java development environment,

Java development server)Industry words

(Java, Sun, Oracle, Database, Server)


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Other Influencing Factors in Rankings

• Page speed• Social signals (Google +1)• Micro data / Rich Snippet• Click-through-Rates from SERPs• Content ownership• Authority

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Thank You!Harekrishna Patel

SEO & Usability ConsultantXtreme UX

www.xtremeux.com [email protected]

Harekrishna Patel SEO & Usability

Consultant, Xtreme UX

http://www.xtremeux.com/

mailto:[email protected]

New way of link building (seo) 2013

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