SEO

Google link relevance concepts as a way to sort SERPs

Links are essential in SEO marketing. Many marketers know that resource links are voices on the internet. Google uses these voices for sorting in search results. The more votes a page has, the more likely it is to get the best places in the search results.

Google has developed several methods of using links to determine popularity, namely, is the resource a response to the entered query? To calculate the rating, not only votes are taken into account, but also the popularity of links. The following simple ways to use these strategies will help you optimize link sorting.

Anchor text and popular pages

PageRank has changed the way search engines work. According to the algorithm, the text may not meet the specified conditions, but if it cites headings and text that match the request, then the file is considered suitable. If the site links to you with the text “hipster pizza,” then chances are that your page is related to pizza and probably hipsters as well.

It is worth noting that the SEO effect is strong enough if you, for example, start searching on Google for “hipster pizza” in Seattle – this will be a strong sorting signal for the search engine.

The Google SEO Guide recommends the following text anchor techniques:

  • descriptive anchor text;
  • try to avoid text on the topic;
  • keep anchor text short – just a few words.

Some Google algorithms suggest ignoring links with non-topical text, while others suggest looking at the information surrounding the anchor text for additional context.

Over-optimization in search engine optimization is a signal of manipulation with Google. That is, it is better to think over a strategy on how to diversify an attractive text.

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When Google came along, a way was developed to sort pages by popularity. For this, a search for expert pages was applied – documents that rely on other thematic pages. If a resource is referenced by several sites, then it is considered to be an authority in the chosen field, and it can have a high rating.

A similar concept with the use of “hub” and “authority” resources was put forward by John Kleinberg, a Cornell professor. A hub is a resource that reputable sites mention. Authority is a site that many good hubs link to.

How to use reputable SEO resources? Link collectors search for links to “resource pages”. Typically, these are Hub / Expert sites that link to useful resources on the topic. Evaluating the links on these resources can help you.

Smart surfing and sensitive PageRank

Not all links are created equal. The Google Reasonable Surfer algorithm is based on the idea that some resource links are more important than others and therefore rank high. These links include:

Since “smart users” click on important links, the topic link will have a higher ranking.

How to Apply the Smart Surfing Method in SEO? It’s very simple: develop a system of links that will be clicked one way or another. That is, benefits can be obtained not only from links from noticeable parts of resources. The more topical a link is, the more benefits it can provide.

Anchor texts should not fully correspond to the topic of the resource, but will help if they touch on a similar area. For example, if your resource is about “baseball”, links with anchor text from resources related to sports, equipment, training, tourism will help increase your rating.

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The PageRank algorithm is still popular with Google. It is used to distribute all sort results by the search index. The most striking example, according to Tahir Havelival, is popularity and trust, as well as such a signal as relevance.

The original algorithm works on the principle of sorting “home pages” by topic. Each link posted on these resources uses a small thematic PageRank transmitted through a set of links.

What is Sensitive PageRank?

For example, we have two similar resources on the “Football” theme. They have a similar number of links, however the former uses the more relevant PageRank from the link resource. This allows him to take a higher position. The algorithm is very simple to use.

In the process of selecting suitable links, use the optimized anchor text from resources related to the topic for which you want to get a rating. Get busy getting links from resources to which popular resources of a similar subject make links.

Phrase indexing and local interconnectivity

Phrase indexing is a hard-to-understand SEO algorithm. This indexing helps search engines to determine the relevance of links using related phrases on the main page and landing page. The more such phrases are used, the higher the rating will be.

For example, a resource with a text link “US President” has a higher rating, since the site contains phrases related to “US President”.

In addition to sorting files based on relevant links, indexing by phrases helps search engines pay attention to less attractive links. These include:

  • Spam and non-topic links. Linking to a gambling page from a cookie site will rank low based on relevance and have low popularity.
  • Neutralizing Google Bombings. Google Bombardment is the ability to rate sites with funny or political phrases by attacking them with unrelated anchor links. Phrase indexing can end the bombardment by analyzing links for relevance to the original text on the site. Non-topic links will be ignored.
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How do I apply phrase indexing?

In addition to the anchor text and general theme, you can try to find links from sites with similar phrases.

Local relationship refers to a regrouping algorithm that re-sorts SERPs based on the frequency with which each resource is associated with other resources. In other words, when a site is linked to multiple authoritative results, it will be more relevant than a resource with fewer links from the same SERP.

A hint about the type of links to look for: these are resources that rank high on the topic term.

How to apply local relationship?

The easiest way to sort is to get relevant links from resources, which are already sorted by thematic phrase.

Often, links on the first resource can be complex, so you need to choose links:

  • in the ratings of target phrases;
  • on Google SERP pages;
  • in a number of highly ranked thematic phrases.

The last concept is the golden question. To understand how relevant the link is, ask yourself the question: will the link attract a thematic audience to the site? It is not necessary to understand the above algorithms to get a good result in search engine optimization.

05/22/2020

Lane Derrick

My name is Lane Derrick, back in 2014, he began to take an interest in SEO and webmastering, and started real projects six months later. For 6 years of practice, skills were formed that I use to this day. The main activity is website promotion and contextual advertising.

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