How and Why to Make Your Back-Links Relevant
Since they were first created, search engines have been evolving. And it’s pretty safe to say they will continue to evolve. It’s good news for end users because search engines keep getting better at finding the Web pages most relevant to a given search. It’s bad news for Web marketers because it means we have to keep changing up our game in order to prove to the search engines that our Web pages are relevant to a given search. Search engineers keep changing the metrics of their engines, so we have to keep changing our Web activities to match.
One of the most prominent metrics lately has been link relevancy. It’s determined by a combination of the content of the source page and the content of the anchor text; both ends of the back-links you build.
For example, let’s say that I find all the information I can about tubeless tires for my mountain bike. I even decide on the type I want, buy them, put them on my mountain bike, and ride them. They’re awesome, and I get so excited about them I decide to write about it on my blog or in an online article.
When writing the blog post or article, I can add links out to some of the Web pages where I found the best information. The anchor text I use to link to that Web page could say “Click Here”, but the words “Click Here” aren’t relevant to the topic of the page to which they link. Smarter would be to use anchor text as part of a sentence relevant to the page to which it links. Like this: “There is plenty of great information on tubeless tires out there to help you decide which type is right for you.” Here “great information on tubeless tires” is text that is highly relevant to the page to which it links. High relevancy makes for a higher search rank, and the more relevant links to your page, the more likely it will come up high enough in a search to get clicked on.
Today’s search engines rely heavily on this type of human-powered information. They use it to determine what the target page is about and to what queries it is most relevant. Relevancy is king right now and will continue to play a prominent role for the foreseeable future. To keep your relevancy rank high, remember to make the text of your back-links relevant to the page to which it links.
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