SEO at the moment has it’s attention on Google, however it’s rare that Google reveals any of its actual ranking factors, so it came as a big surprise when representatives announced they would reward sites using HTTPS encryption with a boost in search results.
HTTPS isn’t like other ranking factors. Implementing it requires complexity, risks, and costs. Webmasters balance this out with benefits that include increased security, better referral data, and a possible boost in rankings.
SEO advantages of switching to HTTPS
1. More referrer data
Whenever traffic passes from a secure HTTPS site to a non-secure HTTP site, the referral data gets stripped away. This traffic shows up in your analytics report as ‘Direct.’ This is a problem because you don’t know where the traffic actually comes from.
If you use HTTP, traffic from sites like Hacker News shows up as ‘direct’, because Hacker News uses HTTPS.
Fortunately, there’s a simple solution: when traffic passes to an HTTPS site, the secure referral information is preserved. This holds true whether the original site uses HTTP or HTTPS.
As more and more sites make the switch, this becomes increasingly important.
2. HTTPS as a rankings boost
On one hand, Google has confirmed the ranking boost of HTTPS. On the other hand, with over 200 ranking, it’s likely you’ll find the effect of any ranking influence to remain quiet small.
In fact, a recent study by Search Metrics showed no detectable advantage to sites using HTTPS.
Like most ranking signals, it is very hard to isolate on its own.
In fact, don’t expect HTTPS to act as a silver bullet. If rankings are your only concern, there are likely dozens of things you can do that will have a bigger impact. Here are several:
What Is Link Building & Why Is It Important?
Whether you’re brand new to link building or have been doing it for a while, we’re sure you’ll find something useful in this guide. The landscape of SEO and link building is always changing, and today, the importance of building high-quality links has never been higher. The need to understand and implement high-quality campaigns is essential if you’re going to compete and thrive online, and that isn’t going to change any time soon. This guide is designed to get you going quickly and in the right direction. There is a lot to take in, but we’ve broken everything up into easy-to-digest chapters and have included lots of examples along the way. We hope you enjoy The Beginner’s Guide to Link Building!
Definition of link building
Link building is the process of acquiring hyperlinks from other websites to your own. A hyperlink (usually just called a link) is a way for users to navigate between pages on the internet. Search engines use links to crawl the web; they will crawl the links between the individual pages on your website, and they will crawl the links between entire websites. There are many techniques for building links, and while they vary in difficulty, SEOs tend to agree that link building is one of the hardest parts of their jobs. Many SEOs spend the majority of their time trying to do it well. For that reason, if you can master the art of building high-quality links, it can truly put you ahead of both other SEOs and your competition.
Why is link building important for SEO?
The anatomy of a hyperlink
In order to understand the importance of link building, it’s important to first understand the basics of how a link is created, how the search engines see links, and what they can interpret from them.
One of the most important activities for any SEO process is the initial competitive analysis. This process should correctly identify your SEO targets and provide fundamental input to establish your overall strategy.
Depending on the type, industry, and scope of the SEO process, this analysis can become quite complex, as there are many factors to take into consideration—more now than ever before.
In order to facilitate this process (and make it easy to replicate, control, and document), I’ve created a step-by-step workflow with the different activities and factors to take into consideration, including identifying SEO competitors, gathering the potential keywords to target, assessing their level of difficulty, and selecting them based on defined criteria:
The four analysis phases
As you can see, the SEO analysis workflow is divided into four phases:
1. Identify your potential SEO competitors
This initial phase is especially helpful if you’re starting with an SEO process for a new client or industry that you don’t know anything about, and you need to start from scratch to identify all of the potentially relevant competitors.
It’s important to note that these are not necessarily limited to companies or websites that offer the same type of content, services, or products that you do, but can be any website that competes with you in the search results for your target keywords.
2. Validate your SEO competitors
Once you have the potential competitors that you have gathered from different relevant sources it’s time to validate them, by analyzing and filtering which of those are really already ranking, and to which degree, for the same keywords that you’re targeting.
Additionally, at this stage you’ll also expand your list of potential target keywords by performing keyword research. This should use sources beyond the ones that you had already identified coming from your competitors and your current organic search data—sources for which your competitors or yourself are still not ranking, that might represent new opportunities.
3. Compare with your SEO competitors
Now that you have your SEO competitors and potential target keywords, you can gather, list, and compare your site to your competitors, using all of the relevant data to select and prioritize those keywords. This will likely include keyword relevance, current rankings, search volume, ranked pages, as well as domains’ link popularity, content optimization, and page results characteristics, among others.
4. Select your target keywords
It’s finally time to analyze the previously gathered data for your own site and your competitors, using the specified criteria to select the best keyword to target for your own situation in the short-, mid-, and long-term during your SEO process: Those with the highest relevance, search volume, and profitability. The best starting point is in rankings where you are competitive from a popularity and content standpoint.
Full Social Media Tag Template: Article
<!– Update your html tag to include the itemscope and itemtype attributes. –>
<html itemscope itemtype=”http://schema.org/Article”>
<!– Place this data between the <head> tags of your website –>
<title>Page Title. Maximum length 60-70 characters</title>
<meta name=”description” content=”Page description. No longer than 155 characters.” />
<!– Schema.org markup for Google+ –>
<meta itemprop=”name” content=”The Name or Title Here“>
<meta itemprop=”description” content=”This is the page description“>
<meta itemprop=”image” content=”http://www.example.com/image.jpg“>
<!– Twitter Card data –>
<meta name=”twitter:card” content=”summary_large_image”>
<meta name=”twitter:site” content=”@publisher_handle“>
<meta name=”twitter:title” content=”Page Title“>
<meta name=”twitter:description” content=”Page description less than 200 characters“>
<meta name=”twitter:creator” content=”@author_handle”>
<!– Twitter summary card with large image must be at least 280x150px –>
<meta name=”twitter:image:src” content=”http://www.example.com/image.jpg“>
<!– Open Graph data –>
<meta property=”og:title” content=”Title Here” />
<meta property=”og:type” content=”article” />
<meta property=”og:url” content=”http://www.example.com/” />
<meta property=”og:image” content=”http://example.com/image.jpg” />
<meta property=”og:description” content=”Description Here” />
<meta property=”og:site_name” content=”Site Name, i.e. Moz” />
<meta property=”article:published_time” content=”2013-09-17T05:59:00+01:00” />
<meta property=”article:modified_time” content=”2013-09-16T19:08:47+01:00” />
<meta property=”article:section” content=”Article Section” />
<meta property=”article:tag” content=”Article Tag” />
<meta property=”fb:admins” content=”Facebook numberic ID” />
- Reduce crawl errors
- Optimise for speed
- Create quality content
- Improve internal linking
- Fix duplicate content
- Local optimization
- Target relevant search phrases
- On page optimization
- Perform a site audit
- International targeting
- Freshen your content
- Change you hosting to Cloud and SSD
As Google clamps down on link building techniques and SEO shifts towards content marketing, another interesting phenomenon is happening: on-site optimisation has become a lot more important. It has always been essential though – and nothing is more important for on-site SEO than internal linking – so it’s time to go back to basics and dust off those rusty old internal link opportunities and make sure you’re using them on full power!
On-site optimisation, based on solid keyword research, has always been the foundation of SEO (if it wasn’t then you were doing SEO wrong). But Google’s algorithm is still mainly about links and as the search engine clamps down on link building practices SEOs need to squeeze every last drop of value out of their other tactics.
Nothing is more unnatural and risky than a link profile with lots of over-optimised non-brand keyword anchor-text pointing at deep landing pages. But here’s the thing! You’re still allowed to link internally! In fact, nothing could be more natural and positive than internal links. And if you use them correctly to unlock their full potential, internal links can be as powerful as those hard-won external links we all crave…
How and where to use internal links
The six key ways to use internal links on your website for maximum SEO impact are:
1. Menu Links
Your website’s navigation menu is a bunch of juicy text links – or it should be! Menu links appear on every page of your website, which means they carry a lot of SEO value. If every page of your site links to your blog homepage with “blog” in the link anchor text then that’s a strong signal to Google that when somebody searches for your brand name with the word “blog” the search engine should serve the blog homepage at number one.
Make sure you have a comprehensive, extended menu and that you’re using the right keywords in those site-wide internal anchor text links – because they can be very powerful!
2. Link Products To Products
If you sell red widgets but you also sell blue widgets then make sure you have a link at the bottom of your red widgets page that links to your blue widgets page. And vice versa. Those links should say “Blue Widgets” or “we also sell Blue Widgets” (where “Blue Widgets” is the anchor text).
The same goes for services. If you have a handful of landing pages advertising your business’ services, make sure they all link to each other with relevant anchor text. This may need to be done manually – But it’s very good SEO and is time well spent. If you don’t have many products or services it won’t take long.
3. Link Products To Categories
Breadcrumbs are a common way to link product pages back to the relevant category pages to help users navigate – but don’t stop at breadcrumbs. Every product page on your site could and should link directly back to relevant category pages. That helps to distribute link equity around the site and can help your category pages rank for more generic keywords.
4. Link Categories To Products
This should be obvious – and most websites will naturally link to products from their category pages. It may happen in the navigation menu. But make absolutely sure you’re using every opportunity to link from category pages to relevant product pages. This applies to both products and services.
5. Link Categories To Categories
Again, whether or not your menu structure facilitates anchor text links between category pages, you should make sure you have links between each category page that use the right keywords in the anchor text. Again, this is an opportunity pass authority to your category pages – and to get keyword signals associated with them too. Category pages tend to be less deep within the structure of a site, so they often carry more authority than product pages. Make full use of that huge opportunity by supporting them with extra internal links to help them rank for more challenging higher-volume keywords.
6. Link Blog And News Content To Products And Categories
If you’re publishing a piece of news or a blog post on your website, always ask yourself, “Is this in any way relevant to my products or product categories?” If it is then you should always use those opportunities to link to the most relevant pages. Link naturally, within the body copy, using relevant keywords in the anchor text. Ideally you would use the keywords you want that rank to page for. If not, use whatever is relevant and natural. It’s good to have a mix of internal anchor text anyway. As a last resort you can add relevant links below the body copy.
Use Internal Anchor Text!
I’ve mentioned anchor text a lot, but it’s worth repeating. Internal linking for SEO is about channelling link juice or authority to product and category pages. But it’s also an opportunity to bring anchor text back into your SEO mix. Link anchor text is still among the most powerful ranking signals – for external links and internal links alike. So use internal anchor text wherever you can – and make sure you’re using the right keywords! The more relevant one page is to another, the more powerful the link becomes, because Google understands topics and contexts very well.
When somebody links to any page on your site, some of the value of that link will pass through your internal links to the pages you want to rank. If you’re using keyword anchor text then those pages will look more relevant to those keywords in the great algorithmic eyes of search engines. Better still, if somebody actually links naturally to one of your pages, with its internal links to your other pages, a lot of the value of that link will be passed directly through those lovely anchor text links, passing keyword value and authority directly to your strategically important landing pages.
When And Why You Should Link:
You should do as much internal linking as possible to your key landing pages – and always try to use relevant anchor text. Where you can, use the keywords you’re trying to target for those pages with your SEO campaign. Your internal links will funnel PageRank to your target pages – and the anchor text provides powerful keyword signals to support those vital rankings.
But this is not just about SEO… Do you remember all those numbers you keep seeing every time you look at Google Analytics? That data represents real, actual people! Human visitors like to be guided around a website and links are a good way to do that. By using keyword anchor text you also provide useful signposts that help the user to navigate around the website.
So internal linking improves the user experience too! It helps to show humans and search engines that you have a great site and guide them around with clear information about the topics they can expect to find on each page. The number of links indicate the importance of a page. The anchor text indicates the topic of a page. That is actually the essence of how Google’s algorithm works and it looks at both external and internal links.
Guess what! …With its ranking algorithm Google is really just trying to determine the best, most useful and most relevant page on the web. Proper internal linking can increase organic search performance, reduce bounce rate, increase conversion rate, and ultimately increase conversions.
It won’t just make Google happy. It will make your visitors happy – and that’s much more important.
Search engine robots cannot “glance” at your page and just give your website top positions because it “looks nice”. They have to de-construct the code first. We, at Media PRO SEO Galway make sure that each optimized page has all the proper tags, clean HTML code and optimized for a given key-phrases. That is dough, really not sufficient. For this reason we start optimizing your website with proper content, relevant to your niche. Please note that this post is only a technique to show you how some of the search engines understand your content. This technique will not transform your visitors into clients, as the following language used is addressing more to the search engine instead of customers….. SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages. Other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Galway is where we are located. By using SEO Galway as a Keyword in our content we can be found on most search engines at the first position or maybe sometimes second. Type SEO Galway in Google, and see where we are. We should be in top 2 results. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. The plural of the abbreviation SEO can refer to “search engine optimizers,” those who provide SEO service. Like our Galway SEO Company.Media PRO Web is probably the best Galway SEO Company– Your best strategy to get on first page of search engines. We call our department SEO Galway so that it can be found easier by Galway business people.
Search engine robots cannot “glance” at your page and just give your website top positions because it “looks nice”. They have to de-construct the code first. We, at Media PRO SEO Galway make sure that each optimized page has all the proper tags, clean HTML code and optimized for a given key-phrases. That is dough, really not sufficient. For this reason we start optimizing your website with proper content, relevant to your niche.
Please note that this post is only a technique to show you how some of the search engines understand your content. This technique will not transform your visitors into clients, as the following language used is addressing more to the search engine instead of customers…..
SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages. Other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Galway is where we are located. By using SEO Galway as a Keyword in our content we can be found on most search engines at the first position or maybe sometimes second. Type SEO Galway in Google, and see where we are. We should be in top 2 results.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
The plural of the abbreviation SEO can refer to “search engine optimizers,” those who provide SEO service. Like our Galway SEO Company.Media PRO Web is probably the best Galway SEO Company– Your best strategy to get on first page of search engines. We call our department SEO Galway so that it can be found easier by Galway business people.