The Anchor Text Algorithm Change
I’ve already discussed this a little bit in a previous post, although I’d like to bring it up again due to the significance of this change. After looking at some concrete data and watching the fluctuations of SERP results for many clients we have come to the conclusion that there was an algorithm change in the strength of the anchor text. Typically there were three portions of the relevance algorithm that had a significant impact, first was the anchor text label that was the incoming link, second was the amount of information surrounding the link and its relevance to the subject, and third how long the site(age) of the incoming link.
After analyzing the information, it seems that Google specifically added another layer to their ever changing algorithm in which a website can no longer rank for a keyword that may not be relevant and or important. This may sound confusing but remember my post on the Google bomb that occurred back in the day for ‘failure’ and the link to G.W. Bush’s Presidential Profile page on Whitehouse.gov? Now Google has changed the relevance within the anchor text and its score that it associates with sites.
Simply put it’s another piece of the puzzle, although we have determined that relevance is now calculated differently and you need to fulfill the relevance checklist in order to rank well. Having a website and having some content just won’t do it anymore, you need to make sure that the links incoming are relevant and that your website has the necessary relevant content to ensure that you get the attention of the Google crawl bot. It’s always been important to attempt to receive incoming links from authoritative websites that have a good ‘reputation’. Now I feel that there has been more emphasis placed on it.
It seems that since the implementation of these new changes the idea of a Google bomb has been diffused, anchor texts from any site don’t hold the same weight and that grouped links (think blogrolls) have been quarantined until Google further examines them. Google is transforming into the beast we were all afraid of it seems. Personalized results, new measuring metrics and relevance of incoming links are the new elements in the Google model.
Search Engine Optimization is about adapting, without adapting correctly you will fall behind your competitors. Don’t rely on old information in an ever changing game, you will lose if you don’t stay up to date. It’s necessary to constantly research, identify changes, and complete the necessary changes to stay on top. Here are some ideas on how to stay ahead of the game.
Relevant Links
As I’ve always stated, its not just about the link that your receive but about where it has come from and how Google deems that website. Don’t just go out and blast your website to directories, or literally anywhere you can get your link on. With the transformation of Google’s algorithm towards relevancy and personal results it will be necessary to have links that have topical relevance.
Increase Relevance by Creating It
As stated in a previous post, use press releases. Press releases allow you to create the relevancy needed as well as a backlink for a ‘reputable’ source. I’m not talking about free press release sites, but those that you pay for. We’ve had some truly great results by this method for our customers. Host a contest or give away an ebook. By creating these sort of freebies and giveaways people will create links to your site telling about it. Use that to your advantage.
Onsite Topic Relevancy
This is really a huge step, make sure that your pages are on topic and relevant to your incoming links anchor text. Don’t jump all over the place on your pages, stick to a concrete subject so that relevancy can be easily identified by the search engines. Remember by staying on target and on topic search engines will easily identify the subject and the relevant and important keywords.
SEO Is About Patience
As much as we all hate it, SEO is about patience. There is really no way around it except for the fact that changes don’t occur instantly. Let the search engines do their thing and don’t freak out about drops in rankings. Unless of course you have noticed a drop for a long time! But changes occur quite frequently in the algorithms and as a result rankings will fluctuate. Remember that another ‘authoritive website’ may have removed your link, or for whatever reason is now a 404 page. One action can set off a chain of events with SEO and its not always possible to determine the cause of the fluctuation. So remember that patience is required to identify the problems and correct them.
[tags]algorithm google, google anchor text, anchor text relevance, anchor text change[/tags]