Introduction to Backlinking
The Basics Of Ranking
There are 3 primary metrics to consider when attempting to rank your webpage. 1.Relevancy, 2.Trust, and 3.Authority. If your web page is relevant by means of on page seo, trustworthy with quality backlinks, and authoritative from consistent backlinking, social media activity, and active content. You will rank. If you are having difficulty ranking, build more backlinks and add more content to your blog. That is the formula in its simplest form. Now it obviously is not totally that simple or easy, but by ‘rinsing and repeating’ you are bound to see positive result within your SEO campaigns.
Top 3 Ranking Factors
In descending order:
On page content
Engagement and Traffic
In Google there are several manual and algorithmic penalties. They are Penguin, Panda, Mobile Friendly, Top Heavy, Payday, Pirate, Unnatural Links, Spam, and Thin Content. When you are penalized by Google your site will drop from the SERPs (Search Engine Results Page) and lose its rankings. We are going to focus on two, Panda and Penguin. The purpose of Panda is to keep low quality content out of the search engine results.
This also relates to the spam penalty and duplicate content. It is best practice to use lengthy and unique content on your web pages. Refer back to the Day 3’s on page SEO guide. Penguin focuses on penalizing sites with unnatural link profiles. These refers to your anchor text which we will review in the next paragraph. An unnatural link pattern refers to link quality (spam), link velocity (how fast links are being built and how consistent they are being built), and link diversity(the different types of links pointing to your site). Now there are ways to recover from SEO penalties. Depending on which penalty you are hit with, you can either disavow spammy low quality links in Google webmaster tools or open a ticket for reconsideration if hit with a manual penalty.
Your need to understand anchor text ratios and diversification when manually building backlinks to your web pages. If you do not take the correct measures, your website will suffer and be penalized. Anchor text is the phrase or keyword that can be clicked on a hypertext link. Ex: SEO Consulting. ‘SEO Consulting’ is the anchor text and colinkmarketing.com is the destination of that link. Here are some anchor text ratio numbers to refer to if our website was ‘schoolofdogs.com’ a website about training your dog and our target keyword was dog training.
Brand – 70% (school of dogs)
Naked URL – 20% (www.schoolofdogs.com)
Generic – 5% (click here, visit our website, learn more here)
LSI/Partial Match – 1-5% (how to train your dog, dog training San Francisco, dog trainers, training my dog)
Exact Match – 1-5% (dog training)
You do not want to follow each ratio exactly, just make sure that your backlinks look natural and that you are not over optimizing your target keywords. Keep it to 1-5% of all your links combined. The less exact match anchor text you use, the stronger those links become in ranking your web page.
Remember to cycle your anchor text when manually link building. Do not use the same keywords each time. By cycling your anchor text, you keep your ratios low and add diversity to your anchor text profile which you can monitor on Majestic.