Anchor text is the visible and clickable piece of text in a link. The text appears in a different color and is often underlined. If done right, this indicates what’s behind that link. Getting your anchor texts right increases the chance of someone clicking on your link. It also provides context for search engines.

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What does an anchor text look like?

The anchor text describes the article and entices you to click. Even search engines get that the linked article is relevant because both the URL as well as the anchor text appears to be in order. Let’s say you want to learn something about anchor text. [What is anchor text] exactly? You see that I naturally linked to the article you are reading now.

What does an anchor text look like in HTML? The first piece of code is the URL, while the second part describes the link. This is the anchor text. See below:
anchor text example

Different kinds

Anchor text is relevant for both your internal links and your incoming external links. External sites that want to link to your content can do so in various ways.

  • Branded links: A link with your brand name as an anchor, like Yoast.
  • The URL itself: Just your site’s URL without a text, like https://yoast.com. Not that helpful in most instances.
  • Site name: written as Yoast.com.
  • Article title: Exact matching the article, like What is anchor text?.
  • Exact keywords: Your focus keyword/keyphrase as anchor text
  • Partially matching keywords: Using variants of your focus keyword to make a readable link.
  • Related keywords: Not a direct match, but a keyword or keyphrase that is closely related to the main one.
  • Generic links: Try to avoid these ‘Click here’ and ‘Read more’ links. Tell people what a link is about. Otherwise, they’re guessing.

Best practices for anchor texts

It’s not exactly rocket science because writing a relevant anchor text is common sense. A link must provide value for a user, and the anchor text is the most important way of conveying the value of that link. Keep it natural. Don’t make crappy sentences to put in your exact match keywords or keyphrases. If it doesn’t sound natural when you say it aloud, don’t write it. Also, don’t turn a complete sentence into the anchor text. Keep it condensed and easy to understand.

Don’ts in anchor texts

First of all, keep your links relevant. Don’t spam your anchor text and don’t use generic anchor text to try to get people to visit your link. Don’t stuff your anchor text full of keywords. You shouldn’t use a text that has no relation to the linked content. Whatever you do, don’t fool your users. Nobody likes this. This also goes for trying to get your site design to stand out from the crowd with a link that doesn’t look like a link. Keep the different font color and underline it. Otherwise, people will easily miss your link.

Of course, you don’t have much control over how other sites link to your site. You can, however, set up a link building strategy that has a bigger chance of getting those coveted relevant links with great anchor texts.

Internal linking and anchor texts

We all know internal linking is essential. Yoast SEO has an internal linking tool built in that makes it a lot easier to find related content to link to on your site. Whenever you add a relevant link to your article, you also need to think about the anchor text. By thinking carefully about how and why you link to these articles to improve your internal linking structure you can help both users and search engines to navigate your site better.

To make the most of internal linking try only to add links that add real value to users. Write great anchor texts for them, so readers know this link has been carefully selected to let you read on. Don’t link for the sake of it. Make it relevant and useful. And of course; don’t spam!

seo basics anchor text exact match example

An example of an exact match

seo basics anchor text freeflowing text

An example of a more free-flowing form of linking

This is anchor text

Anchor text helps both searchers and search engines determine if a link is worth visiting. Some people try to game this system, but you sure shouldn’t do this. Google has become pretty adequate at determining which links are unnatural and even harmful. So, keep it natural and relevant, and you should be good to go!

Read more: ‘SEO basics: What is a permalink?’ »

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In our plugin, we have a check for outbound links. Is there an outbound link on your post or page? And in case there isn’t one, please add an outbound link to your content! Why do we insist on adding a link like that? Isn’t it true that you should get links to your website, and to your website only? Well… Not per se.

What are outbound links?

There are a gazillion types of links. The most common one are these, I think:

  • Internal links from one page on your website to another page on your website. They can help optimize your site for search engines, we have an internal links tool for that. And with our site structure course you can learn how to do your internal linking well.
  • And then, there are two types of external links:
    • Links from other websites to yours. We call these inbound links or backlinks.
    • Links from your website to another website. Outbound links, indeed.

Outbound links in Yoast SEO

In the meta box below your Edit post screen, you’ll find the section called “Improvements”. If not, please update our plugin as you’re using a very old version. “Very old” is pretty relative in terms of internet years, right? In that section “Improvements”, there’s this one check that says:

outbound links in Yoast SEO

Consider adding some as appropriate. We really feel that every page should have an outbound link. We’re not throwing a red bullet here. We’re not forcing you to add that one to your post. But we would really like you to.

Why we want you to add outbound links to your post

You must wonder by now why we want you to add that link anyway. Our mission is SEO for Everyone. We strongly believe in equal chances for everyone on a connected web. By asking you to add that outbound link, we ask you to connect your website to the next website. And that website to the next website. By doing so, we create a web that expands and expands, from one related website to another. We help Google to connect the dots. We help Bing to get insights on what sites or better what pages relate to each other.

By connecting the web, and structuring the web with your help, we help search engines find interesting websites. We help interesting websites rank in Google. With your help. SEO for Everyone.

So.. do outbound links matter for SEO?

Outbound links most definitely matter for SEO. Not per se for your SEO, but for SEO in the most generic way there is. Your outbound link helps your neighbor, your supplier, your customer and of course, your visitor. So we strongly believe there is a good reason we have a check for them in our Yoast SEO plugin!

Read on: ‘Link building from a holistic SEO perspective’ »

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Off-page SEO is about everything that doesn’t happen directly on your website. Optimizing your website is called on-page SEO and includes things like site structure, content and speed optimizations. Off-page SEO is about, among other things, link building, social media and local SEO. Or in other words, generating traffic to your site and making your business appear like the real deal it is. In this post, we answer the question: What is off-page SEO?

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Creating exposure, trust and brand awareness

When focusing on on-page SEO, you’re doing everything in your power to make your site awesome. You write great content, have a solid site structure and your mobile site loads in just a couple of seconds. All is well in the world. Off-page SEO on the other hand, helps you to bring in those hordes of visitors and potential customers. Both are important pieces of the puzzle.

By writing quality content you can rank in search engines, but by getting a few great, relevant sites to link to that content, you’re increasing the chance that you’ll end up a couple of spots higher. The same goes for building your brand and creating trust. This doesn’t just happen on your site, but mostly off-site. Take reviews for instance, these can make or break your company. You need them, but they most often appear on external sites. These are all factors that contribute to your rankings.

It’s not only important for you to rank high for your search term, but also to create trust and a sense of authority. You must appear to be the best search result, not just in technical and content sense, but also in reality. Popularity, quality and relevance are everything.

A lot of it comes down to link building

Links are the glue that keeps the web together. Search engines use links to determine how valuable a piece of content or a particular site is. Getting quality links has always been a great tactic if you’re serious about ranking. And who isn’t? Recently, however, some people seem to debate the relevance of links. We firmly believe in the importance of links. Of course, you need the good ones. Don’t buy stuff, and keep a close eye on where and how you’re being linked to. We’ve written several guides on how to get quality links for your site and what you shouldn’t do when link building.

Social media helps to a certain extent

By itself social media is not essential for ranking well in search engines. It does, however, give you a unique opportunity to get in touch with customers and potential visitors.

As David Mhim wrote in his epic Ranking your local business post series: “”Being active” on social media isn’t really going to help with your local search visibility. And even if you’re wildly popular on social media, it’s unlikely that popularity will translate directly into higher local search rankings. You should primarily focus your social media efforts on engaging your customers with interesting content, promotions (if relevant), and polls and conversations that will increase their affinity for your brand. You can promote your website to a degree, but generally speaking, improvements in your local rankings will come from other factors.”

Local SEO is also off-page SEO

Local SEO is essential if you’re business is locally oriented. For local businesses, part of the off-page SEO is really in-person SEO. Word-of-mouth marketing plays a big role in getting people to your business. Not just that, happy customers can leave reviews online that Google – and potential other customers – can use to see how well you are doing.

Off-page SEO is an integral part of your SEO strategy

As we’ve shown, off-page SEO supplements on-page SEO. Both go hand in hand. You need to focus on your link building, branding and appearance efforts to make the most of your SEO. You can optimize your site all you want, but if isn’t perceived as a quality destination for people, you won’t do well.

Read more: ‘The ultimate guide to content SEO’ »

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Ranking signals or ranking factors are characteristics of a website that determine the position in the search engines. All ranking signals combined form the algorithm of a search engine. How this algorithm works is a secret. Nobody knows exactly which factors decide the order of the search results.

Google’s algorithm isn’t static. It changes regularly. The factors that determine the order, and the importance of these different factors change very often. Although the algorithm is secret, Google does tell us what’s important. Testing and experimenting give us a relatively good feel for the important factors and changes in these factors. In this post, I’ll talk you through the most important categories of ranking signals.

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Content

The content on your website is one of the most important ranking factors. Google reads the content of a site and determines what it’s about, and for what terms it should appear in the search results, based on the content. So make sure your texts use the keywords you would like to be found on. Texts on your website should always be of sufficient length -more than 300 words is usually Yoast’s advice. And, it’s important that your readers are able to understand your writing. So keep an eye on text structure, use transition words and make sure your text is as good as it can be! Our plugin helps you to write content that’s optimized for both your visitors and the search engines.

Links

A second important factor for ranking well has to do with links. To rank well, your site should have links from other sites, also known as ‘backlinks’. The number of backlinks is important, as well as the quality of these backlinks. Links from high quality, trusted websites (for example university sites) will have more impact than links from low-quality sites (such as gambling or porn sites).

Links from other sites are important, but setting up an internal linking structure that makes sense is also a great way to improve your rankings. Because if you have a clear internal linking structure, search engines will be able to understand your site’s structure, and your important pages will rank better.

UX

Your website should be user-friendly. Sites that allow and stimulate their visitors to easily navigate through their site, have a higher chance of ranking. If people instantly click back to Google after entering your site, this will result in lower rankings. Because if people can’t find what they are looking for, they will quickly return to Google, and Google will pick up on this.

Your website should also be fast, as site speed is another ranking signal. A slow website will result in a slower crawl rate. This means that Google will index pages on your site at a slower rate. New posts will take longer to show up in the search results. Making your website faster can, therefore, help you get organic traffic for new posts faster, and lead to better rankings.

Read more: ‘Site speed: Tools and suggestions’ »

Mobile

The importance of mobile SEO shouldn’t be underestimated. This was made even more clear by Google’s recent announcement. Sometime in 2018, Google will switch to a mobile-first index. This means that Google will crawl your mobile site and analyze its performance and content. If your site isn’t mobile-friendly, other sites will be rated higher and outrank you. Even if you’re not focusing on mobile, you’ll still be judged on your mobile site, so now is the time to take action!

Google’s mission

Google’s mission is to organize the world’s information and make it universally accessible and useful. They want to build the perfect search engine and help people find what they are looking for. While Google has changed its algorithm numerous times over the years, their mission remains the same. Ranking signals are all determined with that mission in mind. So ensuring your website and your marketing strategy fit this goal is always the way to go.

Keep reading: ‘SEO Basics: what does Google do?’ »

Holistic SEO

If you want to rank high in the search engines, the best thing to do is to make a website that belongs high in the search results. Our advice always is: you just have to make sure your site is the best! Don’t use any ‘tricks’. While these may get your site ranked quickly, they usually don’t work in the long run, and could even backfire.

Permanently ranking well in Google requires an extensive SEO-strategy, focused on every aspect of your website. The technical stuff, the user experience, the content on your website and even the security of your website need to be in order. To keep ranking well in Google, you should develop — what we call — a holistic SEO approach. This approach can be a lot of work, but it will definitely pay off in the long run!

Want to know how to put holistic SEO into practice? Come join us at YoastCon 2017, the hands-on SEO conference! Read more »

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This is the fourth post in an 8-part series on how to rank your business for local searches at Google. Previously, I’ve listed the most important aspects that influence your local ranking, discussed how to get the most out of Google My Business, and covered best practices for on-site optimization. Here, I’ll focus on another essential asset for local SEO: earning inbound links to your local business website. Learn why and how to do that!

Since the ascent of Google as the world’s #1 search engine, links have been the primary concern of most SEO practitioners. The seminal idea behind Google’s ranking technology makes it clear that inbound links are the primary vehicle by which Google discovers new pages and websites on the Internet, and they’re the primary way Google assesses the credibility of a given website.

Google’s emphasis on links is the most significant area of overlap between its organic and local ranking algorithms. According to the experts of the Local Search Ranking Factors survey, links make up the biggest piece of the pie in localized organic results. They’re the #1 competitive difference-maker across all types of local results.

Local businesses can’t be fully evaluated on the basis of links, for reasons you’ll see in my next post. But there’s no question that a strong inbound link profile (links pointing from other websites to yours) has a positive impact on how well your business ranks. 

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Why links in the first place?

I know you’re probably thinking, “hey, I want to rank #1, just tell me what to do!” But understanding why Google values links so highly can help you assess the strength or weakness of your own link profile. This can help you determine your link acquisition strategy.

Google’s robots, or “spiders,” crawl the Internet by “clicking” one link after another after another. They discover new pages and websites as part of that crawl, and store the content of each of those pages in a giant database.

In addition to storing the content of each page, Google also stores how its crawlers arrived on the page. In other words, it remembers the pages and websites that were linking to it. A link from one site to another is like a vote or endorsement for the credibility of the second website.

google crawling links

Diagram courtesy of Aaron Weiche, GetFiveStars

Sites with the most endorsements (green circle) tend to rank better than those with few or no endorsements (yellow circle). Especially links from websites that are heavily-endorsed themselves improve your ranking. You need endorsements in order to get elected, and you need links in order to rank well.

Link attributes

Topical context

Google counts thousands of PhDs as employees. And while its algorithm over the years has been incredibly vulnerable to abuse by spammers, increasingly it’s taking into account the context in which a link appears. Google largely devalues links that appear on completely unrelated websites. For example, a personal injury lawyer that receives a link from a Russian real estate forum. In fact, increasingly these kinds of links put you in jeopardy of a Google penalty.

Conversely, links that you acquire or earn that are likely to refer you actual customers are increasingly the ones that Google values. For example, a personal injury lawyer that receives a link from a neighboring chiropractor’s website.

Eric Ward a.k.a. “Link Moses,” was building links before Google was even a gleam in Larry Page and Sergey Brin’s eyes. As such, his still-highly-relevant advice is to build links as if Google didn’t even exist. Living by this “first commandment” of link building makes it incredibly unlikely your site will ever be penalized by Google. And, it will make the impact of your link building more permanent and effective.

Page / domain authority

The source of a link matters a great deal to how much weight it carries in Google’s algorithm.

Going back to my earlier analogy, endorsements from major groups and figures help politicians earn votes more than do endorsements from anonymous individual voters. In the same way, links from pages and websites that are themselves heavily linked-to (such as BBC.com or WashingtonPost.com) are going to benefit the linked site much more than a link from a hobbyist blog or tiny startup.

In particular, links from government, school, and non-profit websites tend to be particularly powerful. These are high-trust websites that aren’t going to link to low-trust businesses or scam artists very often. So websites that earn links from these high-trust, high-authority websites, have a leg up on their competition.

Anchor text

I mentioned the concept of anchor text briefly in my last column. Anchor text are the words that make up the link itself. Such as “my last column” in the previous sentence.

The text of the link helps provide Google additional context about the topic of the linked page, i.e. what keywords that page should rank for. So links that contain keywords related to what you sell or where you’re located – and even links for your brand name – are going to help you rank. They’ll help you more than links using generic terms like “click here” or “read more.”

You have complete control over anchor text on your own website, and you should use it to your advantage. But you don’t really have control over what text people use on other websites. In general, it’s not the best use of time for local businesses to influence what anchor text others are using. It’s just a ranking factor to be aware of.

Assessing your existing link profile

Any number of tools exist to analyze your existing link profile, but in my experience the one that gives the most complete picture for local businesses is aHrefs. It’s a robust product that provides more information than the average local business needs. But just take a free trial and capture a high-level summary of your link profile. Most small businesses won’t need to continue usage beyond a day or two.

hrefs for inbound links local seo

 

The key aHrefs numbers are in the top row of the screenshot above: UR, DR, and referring domains. UR and DR refer to Page / domain authority. The number of referring domains is the best heuristic for most local businesses as to how strong their existing link profile is. Click the number under Referring Domains to view a list of the sites that are already linking to you. Are there obvious sites not in that list that should be linking to you? Consider reaching out to them to let them know how much a link would help your business.

During your free trial of aHrefs, I also recommend researching the profiles of the sites that rank above you for your target keywords. Take a look at their DR and number of referring domains. In particular, comparing those two metrics will give you a rough sense of how much link building work you’ll have to do to move the needle on your rankings.

Links that move the needle in local search

Google likes to pretend that great content, and great websites, will naturally acquire links. But for 99.999% of businesses, that’s terrible advice. The old question “If a tree falls in a forest and no one’s there to hear it, does it make a sound?” applies to content and links.

If you produce great content, but no one’s there to see it, does it acquire links? The answer is a resounding no. Businesses need to be proactive about acquiring links. As long as you follow Eric Ward’s first commandment and acquire links that will actually send you customers, you shouldn’t fear a Google penalty.

Over the years, many local businesses haven’t followed Eric’s advice, have fallen victim to scam artists selling hundreds of links. Or have otherwise been too aggressive about acquiring links. The reality is that, for many businesses, 10-20 high-quality links will lead to top rankings in short order – sustainable rankings will last for years. Take the time to earn these high-quality links and don’t pursue those over-aggressive tactics.

Industry-relevant links

Industry-relevant links are often the easiest links for small business owners to acquire. Many of them simply involve asking your existing contacts at companies or organizations with whom you do business.

Local business and neighborhood associations

Are you a member of your local chamber of commerce, business association, or neighborhood association?  Most groups like these operate a member directory, and you want to make sure that directory is online, visible to the public, and to Google’s spiders.  If the websites of these groups are not showing up in your aHrefs backlink profile, bring up the issue with the director or marketing manager of these associations and ask them to put up a webpage that links to each member.

Regional/national certification boards and industry organizations

Depending on your industry, you may also be licensed by, or participate in, a regional or national organization.

Don’t just display your certification on your website. Link to your business’s online profile on the websites of these certifying boards and industry organizations. This not only increases the credibility of your business to potential customers, but helps Google’s spiders discover and crawl your profile on these highly-trusted sites.

Distributors (directories or announcements)

For those of you who are retailers, think about the products that you sell in-store. Are you unique, or one of the few stores in your local market that carries a particular product? If so, consider asking the manufacturer or distributor of that product for a link from their website. Preferably from a “where to buy” directory. At the very least these companies should partner with you on a press release – containing a link to your website. For example, to announce to their customers (and Google!) where people can buy their product in your area.

Vendors (testimonials)

Are there particular vendors from whom you purchase a lot of goods or services? Ask them if you can contribute a testimonial to their website, and if they really appreciate your business, that testimonial will contain a link back to your site.

Interviews and guest columns

Getting featured in a trade publication is not only a great driver of business – especially referral business – but can provide a powerful link back to your website. These links are a little more difficult to acquire, as they require building a relationship with authors or influencers in your industry.

To get started, see if a friend can make an introduction on your behalf to one of these key columnists.  Intelligence Software offers this free tool that taps some of Facebook’s more advanced search capabilities. (LinkedIn Premium offers some of the same features, but it’s a paid product.)

Essentially, you want to search for writers and editors who are employed at some of the key publications in your industry to see if and how you’re connected to them through friends. Once you see how you’re connected, you can ask specific friends to put in a good word for you.

Here’s an example of the output of an Intelligence Software search for employees at Third Door Media (the parent company of Search Engine Land, one of the top news outlets in SEO):

https://www.facebook.com/search/str/third%20door%20media/pages-named/employees/present/intersect

As you can see, the search would be pretty complicated to type in, but the tool from Intelligence Software makes it easy.

Locally-relevant links

Charities—or schools—to which you’ve donated money or goods, or volunteered with.

Many of you, and perhaps many of your employees, are likely involved in local charities on non-profit organizations. These links are highly-valued by Google, as charities tend to be trusted institutions in the offline world as well as online.

You want to make sure your involvement is acknowledged online.  As my friend Mike Blumenthal likes to say, “You don’t need a thank-you from the executive director. You don’t need a plaque. If they really want to thank you for your involvement, they’ll give you a link from their website.”

Groups for whom you host events at your physical location

Hosting events for outside groups is one of the lowest-cost, lowest-work link building initiatives you can undertake. Chances are good that the business or group hosting the event at your business will link to your website’s contact/directions page when they post their invitation online. Someone else is doing your link building for you – and who knows – some of the attendees may even turn into customers!

Complementary businesses

You probably have colleagues in related industries to whom you refer business, and from whom you’re referred business, regularly. Make sure these referral relationships are represented online in the form of links. That way Google knows that your businesses vouch for each other just as you do in the offline world.

Interviews and guest columns

Local publications like newspapers and alternative weeklies or monthlies are terrific places to get your business featured. And the chances may be better, especially in smaller towns or tightly-knit neighborhoods, that a friend of a friend works at one of these companies.

Using the same Intelligence Software tool, you can perform searches to get a list of journalists (or columnists) in your city. See how you’re connected to them through friends or family:

https://www.facebook.com/search/str/journalist/pages-named/employees/present/intersect/str/portland%2C%20oregon/pages-named/residents/present/intersect

The future of links and rankings

Some SEO professionals have been predicting the demise of links for a several years. But there’s little evidence to support this trend so far. Certainly Google has gotten better at penalizing low-quality links over the course of various algorithm updates, but if anything, high-quality links have been that much harder to come by, and even more valuable to their recipients.

Links may very well become “democratized” as they become less representative of the overall sentiment of the online world. A very small percentage of internet users has ever published a link on a website or blog. Also, more and more non-link signals are available for Google to assess the popularity and credibility of a local business. More on these signals coming in the final installment of this series!

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More on links

You can truly go crazy with link building, and there are entire companies and agencies devoted to this SEO niche. It’s probably not the highest and best use of your time as a local business owner, or even a local business marketer. But it is important that every local business has a reasonable link foundation underpinning their other marketing initiatives.

Here are four amazing resources for those of you wanting to take an even deeper dive into link building:

Neil Patel has this great summary of link building tools and techniques that have helped him build his own, and his clients’, businesses.

The aforementioned aHrefs has published this excellent guide on the discipline their company was founded to help master.

Phil Rozek has a terrific series of questions you can ask yourself as you try to identify what low-hanging link opportunities might be available to you.

And Megan Hannay of ZipSprout has created an awesome product to help you identify non-profit organizations that recognize supporters and volunteers online.

Summary

  • Inbound links pointing from other websites to your website are critical to establish the credibility of your business in Google’s eyes.
  • Build links as if Google didn’t even exist – links that will bring you customers in addition to rankings.
  • Assess your existing link profile, and the profiles of your competitors with aHrefs. Pay special attention to DR (Domain Rank or authority) and the number of referring domains.
  • Seek out industry-relevant and locally-relevant links from groups and websites with which you already have an offline relationship.
  • Ask for introductions from colleagues, friends, and family to key influencers who write for industry and local publications.

Read more: ‘Ranking your local business at Google: Introduction’ »

“If nobody writes about it, then the content is a tree falling in the forest without anyone there to listen.” That’s how Dixon Jones, Marketing Director of Majestic, illustrates the importance of getting the right links to your content. We proudly announce that Dixon will be speaking at YoastCon 2017 on November 2!

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Dixon Jones has worked at the forefront of search marketing since 1999. He became the Marketing Director of the world’s largest link analysis engine, Majestic, in 2009, transforming the SEO industry by providing link intelligence on a scale not previously open to the industry. Here, you can discover what he has to say about link building in 2017.

Majestic is all about links. If you compare links to other ranking factors, like content on a page or technical optimization, how would you rate the importance of links? Any examples to illustrate this?

In March 2016 Google’s Andry Lipattsev revealed that links remained one of Google top three ranking factors. In February 2017 Google’s Gary Illyes confirmed that the PageRank algorithm that made Google what it is today was still part of the algorithm. So yes – links are highly important, but these days there is a big difference between “a link” and “a link that counts”. Most links are hardly worth the screen they are written on.

Over the years link building changed a lot. Obviously, buying links is not the way to go. But what do you advise site owners if they want to get valuable links?

In a white hat world, you really should be considering the nature of the people that will be reading the page that the link is on. Are they real people? Is it a real story that relates to them? Does the link add to the story and is it a continuation of the user’s quest for knowledge? Is your content the END POINT for that quest?

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Some site owners might find it easier to get links from Facebook or Twitter than from other websites. How do social links compare to links from other websites? What would you invest in more?

Facebook and Twitter create short term noise, but unless that noise translates into others writing evergreen content that links to your site, the benefits are transitory on social. But I think of Social links as a stepping stone to long term success. They give you a tannoy to broadcast a new message… but if the wrong people listen, then nobody will write about what you have to say. If nobody writes about it, then the content is a tree falling in the forest without anyone there to listen… does it make a sound?

When a site owner analyzes their site with Majestic SEO they’ll get a trust and citation flow score. How can they put these metrics to use to help them optimize their site?

Understanding how we create those metrics really helps. The data is not simply scraping Google or looking for some sort of reverse engineering of Search Visibility. Trust Flow really is a score that relates at scale to the quality of a page. The simple workflow is:

  • Find candidate sites for getting links to your content.
  • Find the influencers on these sites.
  • Convince them of the merits of your business and content.

You can start by just typing in a keyword into Majestic to find the candidate sites or you can look at up to 10 competitors and find the hubs of authority for your niche. Both strategies can work well.

Majestic is often used for competitor analysis. Is there a set workflow in Majestic that you can recommend to a new Majestic user who wants to analyze the competition?

Yes. Many people use the “Clique Hunter” to look at sites that link to three or four or more competitors but not to themselves. For some businesses, this creates quite a list, but re-sorting the list can put the best candidates near the top. To the right of each domain is a little cog. Use the cog to select candidate sites to approach and select the “add to bucket” button. You can do this all day, and when you are ready, click on the bucket icon at the top of the screen and you can export all the sites out as a .csv file to approach the influencers for these sites.

Alternatively (and indeed – in addition) I strongly urge users to set up a campaign dashboard as soon as they have an account on Majestic. This starts tracking their niche and from these dashboards, you can easily analyze the sites in any of Majestic’s tools by using the “Export Sites To…” button.

We assume this interview has convinced people to go see your presentation at YoastCon on November 2! In the unlikely case someone is still in doubt, what’s the main reason they shouldn’t miss it?

The chart below shows how our Gamification system has distributed 1 Million “badges” on Majestic. Only 3% of all badges were for areas of our site related to comparing websites. This tells us that most users are really only scratching the surface of what Majestic can do for them. Yoast’s conference is a chance to go deeper. You’ll find out things about links analysis you never knew was possible.

Read more: ‘YoastCon 2017: Practical SEO’ »

How does a new website start ranking? Does it just magically appear in Google after you’ve launched it? What things do you have to do to start ranking in Google and get traffic from the search engines? Here, I explain the first steps you’ll need to take right after the launch of your new website. Learn how to start working on the SEO for a new website!

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First: you’ll need to have an external link

One of my closest friends launched a birthday party packages online store last week. It’s all in Dutch and it’s not WordPress (wrong choice of course, but I love her all the same :-)). After my friend launched her website, she celebrated and asked her friends, including me, what they thought of her new site. I love her site, but couldn’t find her in Google, not even if I googled the exact domain name. My first question to my friend was: do you have another site linking to your site? And her answer was ‘no’. I linked to her site from my personal site and after half a day, her website popped up in the search results. The very first step when working on SEO for a new website: getting at least one external link.

Why do you need an external link?

Google is a search engine that follows links. For Google to know about your site, it has to find it by following a link from another site. Google found my friend’s site because I put a link to that site on my personal site. When Google came around to crawl my site after I put the link there, it discovered the existence of my friend’s site. And indexed it. After indexing the site, it started to show the site in the search results.

Read more: ‘What does Google do?’ »

Next step: tweak your settings…

After that first link, your site probably will turn up in the search results. If it doesn’t turn up, it could be that the settings of your site are on noindex or is still blocked by robots.txt. If that’s the case, you’re telling Google not to index your site. Sometimes developers forget to turn either of these off after they finished working on your site.

Some pages are just not the best landing pages. You don’t want people landing on your check out page, for instance. And you don’t want this page to compete with other – useful – content or product pages to show up in the search results. Pages you don’t want to pop up in the search results ever (but there aren’t many of these) should have a noindex.

Yoast SEO can help you to set these pages to noindex. That means Google will not save this page in the index and it’ll not turn op in the search results.

Keep reading: ‘The ultimate guide to the robots meta tag’ »

Important third step: keyword research

My friend’s site now ranks on her domain name. That’s about it. She’s got some work to do to start ranking on other terms as well. When you want to improve the SEO for a new website you have carry out some proper keyword research. So go find out what your audience is searching for! What words do they use?

If you execute your keyword research properly, you’ll end up with a long list of search terms you want to be found for. Make sure to search for those terms in Google yourself. What results are there already? Who will be your online competitors for these search terms? What can you do to stand out from these results?

Read on: ‘Keyword research: the ultimate guide’ »

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And then: write, write, write

Then you start writing. Write about all those topics that are important to your audience. Use the words you came up with in your keyword research. You need to have content about the topics you want to rank for to start ranking in the search results.

Read more: ‘How to write a high quality and seo-friendly blog post’ »

But also: improve those snippets

Take a look at your results in the search engines once you start ranking (the so called snippets). Are those meta descriptions and the titles of the search results inviting? Are they tempting enough for your audience to click on them? Or should you write better ones?

Yoast SEO helps you to write great titles and meta descriptions. Use our snippet preview to create awesome snippets. That’ll really help in attracting traffic to your site.

Keep reading: ‘The snippet preview: what it means and how to use it?’ »

Think about site structure

Which pages and posts are most important? These should have other pages and posts linking to them. Make sure to link to the most important content. Google will follow your links, the post and pages that have the most internal links will be most likely to rank high in the search engines. Setting up such a structure, is basically telling Google which articles are important and which aren’t. Our brand new text link counter can be a great help to see if you’re linking often enough to your most important content.

Read on: ‘Internal linking for SEO: why and how’ »

Finally: do some link building

Google follows links. Links are important. So get the word out. Reach out to other site owners – preferably of topically related websites – and ask them to write about your new site. If Google follows multiple links to your website, it’ll crawl it more often. This is crucial when you do the SEO for a new website, and will eventually help in your rankings. Don’t go overboard in link building for SEO though, buying links is still a no-go:

Read more: ‘Link building: what not to do?’ »

Nowadays there are a lot of online platforms where you can create your business profile. The idea is that you can be found on those platforms and that the backlinks to your site will benefit your SEO. But is it really worth investing your time and money in those kind of directories? Get the answer in this Ask Yoast!

Marcial Bollinger emailed us asking:

“There are a lot of possibilities nowadays to add an online profile for your site on all sorts of directories, etc. It might give you a lot of backlinks, but are these worth anything for SEO?”

Check out the video or read the answer below!

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Add an online profile for your business

In the video, we help you decide whether your should invest time in creating profiles on online directories. Do they boost your SEO?

“To be honest, probably not. The only reason to create profiles on sites like that is if those sites actually have traffic. If they have traffic, then having the profile probably has an SEO benefit too. Because, in that case, probably the links are worth something to Google, as they see that that site is a living thing and people really use it as a reference.

So if you can make a profile on one of those sites, by all means do. If you can make a profile on a site that you don’t think anyone would ever get to and you’re just doing it for Google, stop doing it. Stuff like that doesn’t work anymore, so don’t. Focus on sites that people might actually will find you on and if those sites are in your area or in your niche, then use them. If they don’t exist, then focus on something else.

Good luck!”

Ask Yoast

In the series Ask Yoast we answer SEO questions from followers. Need some advice about SEO? Let us help you out! Send your question to ask@yoast.com.

Read more: ‘6 steps to a successful link building strategy’ »

Every SEO strategy is focused on ranking as high as possible in the search engines. To do this, we all try to design and develop a website that Google’s secret algorithm will love. That’s basically what SEO is about. The factors in Google’s algorithm can be divided into two categories which will determine the ranking of your website: on-page factors and off-page factors. Here, I’ll discuss the differences between the two, explain the importance of on-page SEO and go over the most essential on-page SEO factors.

On-page and off-page SEO

On-page factors all have to do with elements of your own website. On-page factors include technical set-up – the quality of your code – textual and visual content and user-friendliness of your site. On the other side there are off-page factors, like links from other websites, social media attention and other marketing activities outside your own website. If you focus on off-page SEO you mostly aim to get more links to your site. The more relevant links you get, the higher your ranking in Google will be. Want to get more links to your site? Read our series about link building.

Importance of on-page SEO

On-page SEO consists of all the elements of SEO you can control best. If you own a website, you can control the technical issues and the quality of your content. We believe on-page issues should all be tackled as they’re in your own hands. If you create an awesome website, it will definitely start ranking. Focusing on on-page SEO will also increase the probability that your off-page SEO strategy will be successful. Link building with a crappy site is a very tough job. Nobody wants to link to articles that are badly written or boring.

New to SEO? Learn the Basics of SEO in our Basic SEO course »

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Essential on-page SEO factors

In our view, there are three major on-page SEO factors. These three pillars are the ones you should focus on:

Technical excellence

The quality of your code should be high. Check if you’re not unintentionally blocking crawlers from indexing your website (we still see this happening!). WordPress is an SEO-friendly platform and our free Yoast SEO plugin takes care of most remaining technical SEO challenges, without you even noticing it. So if you’re using WordPress and configured Yoast SEO well, you’ll have most technical aspects of your on-page SEO covered.

Want to dive deeper into the technical side of SEO? Read our articles on technical SEO or take the Technical SEO 1 training.

Awesome content

Why do people visit your site? Most likely because it contains information they’re looking for. Therefore you should write excellent content. Search engines like Google read your text. Which site ranks highest is for a large part based on the content of a website. That content should be about the right keywords, informative, and easy to read.

Learn all about writing high-quality content in our Ultimate Guide to SEO copywriting or get our Content SEO eBook.

Flawless UX

The third and final pillar is User eXperience. Users need to easily understand your website. They should be able to find what they want in a heartbeat. They should know where to click and how to navigate through your site. And it should be fast! A beautifully designed website is nice, but you should definitely make it your top priority to create a user-friendly website first!

Read more about usability here. If you want to learn more about combining SEO, UX and conversion we’d advise you to read our eBook ‘UX and Conversion from an holistic point of view

Read more: ‘SEO basics: what does Google do’ »

The Yoast SEO plugin helps you to easily optimize the text of your post. This could definitely result in higher rankings. But unfortunately, green bullets do not magically put you on top of the search results. In this post, I’ll discuss a number of possible reasons why a post doesn’t rank, even though the text has been optimized with the Yoast SEO plugin.

Too much competition

In most cases, the reason a post doesn’t rank on top is because there’s simply too much competition. If you optimize your blogpost for Justin Bieber, chances are high you won’t rank for that term.  Too many sites and blog posts have established themselves in this niche. Your site doesn’t have the authority that some other sites do have. And a large portion of the other sites in this niche are probably also capable of writing SEO-friendly texts. Green bullets won’t help you to rank high in the search results if your niche is too competitive.

Read more: ‘Should you blog about Justin Bieber’ »

If you really want to rank for those highly competitive terms, you should try a long tail keyword strategy. Blog about all the nuances and little variations around the competitive keywords. If these long tail articles start ranking, you’ll be able to rank for more competitive terms as well. Such a strategy requires long-term efforts, but in the end, it will pay off.

Learn how to set up a keyword strategy for your site in our Keyword research training »

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Technical issues

If your post doesn’t show up in the search engines at all, it could be that there are technical issues that prevent your post from appearing in the search results. Of course, when set up right, Yoast SEO takes care of all technical issues, but you could be running a plugin that interferes with our plugin. And we’ve seen some themes that actually prevent Google from indexing your site.

Hacked?

Always make sure your site isn’t hacked! If a site is hacked, your older posts will decrease in ranking as well. New post won’t rank as easily as they used to do. This will all evolve rather slowly, depending on how much crap is published on your site, without you knowing it. This really happens!

Keep reading: ‘WordPress Security’ »

Internal linking structure

A reason for your post not to end up high in the search engines , could be because other parts of your SEO strategy are not optimized. The structure of your site – the internal linking structure – is a very important aspect of an SEO strategy. Having a clear site structure leads to better understanding of your site by Google. If your internal linking structure is poor, chances to rank high (even though your content might be awesome) are lower. Yoast SEO premium could help you with your internal linking structure. If you want to improve your site structure, you should check out our site structure training.

Read on: ‘Site structure: the ultimate guide’ »

Few external links

If you just started out with your website, your content won’t instantly rank. Not even if all your bullets are green. You’ll need some links from other websites. Google has to know your website exists. In order to get backlinks, you should reach out to other websites. You’ll need to do some PR or link building. Ask them to mention your site or talk about your product and link to your site. Use social media to get the word out!

Content SEO: learn how to do keyword research, how to structure your site and how to write SEO friendly content »

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Green bullets, no ranking?

There are multiple reasons that could prevent a post from ranking. If you optimized it correctly with Yoast SEO, the most common cause will definitely be that the competition in a niche is just too hard. Unfortunately, SEO is a long-term strategy. You just need to have a little patience. In the meantime, there are a lot of other aspects of your SEO (site structure, link building) you can tackle. Try to focus on all aspects of website optimization, try to be that best result. It will pay off eventually!

Read more: ‘The temptation of the green bullet’ »