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
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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.
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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.
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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.
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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.
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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.
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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Organic Links Vs. Inorganic LinksTakeaways…
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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!
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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.
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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,
website/landing page
Key phrase
Key phrase
Key phraseKey phrase
Key phrase
Key phrase
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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Varying your anchor text and avoiding these penaltiesExamples of recommended anchor texts
website/landing page
Key phrase
Synonyms
URLWebsite nameDescriptive line
brand name
Normal Phrasese.g. Click here
long tail keywords
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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%)
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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.”
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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.
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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Three possible associations of co-citations
1Keyword +
Brand
3Brand + URL
2Brand + Website
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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/
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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.
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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ExampleJava is known for 3 things in the world.
Java
ProgrammingLanguage
Energy DrinkIsland
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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)
Apr 10, 2023 Harekrishna Patel SEO & Usability Consultant, Xtreme UX
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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