Topics covered.

• Are links still important?
• What Google says about links & anchor text?
• Why anchor text is important?
• Organic vs. inorganic links
• What factors Google measures while evaluating external links
• Why Google penalize the links (Penguin)?
• Avoiding the Google Penalties (Penguin & Future Updates)
• How to build web promotion profiles
• Anchor text style that penalize the by Google
• Varying your anchor text and avoiding these penalties
• Usage of varying anchor texts in percentage
• What is co-citation?
• Co-citation & links
• Three possible associations of co-citations
• Co-citation & On-Page Occurrence
• Word Relationships and Document Rankings

Harekrishna Patel
3-Mar-13 2

Are links still important?

Links are the backbone of the internet from a user's and a search engine's
perspective, but remember this: "Links are only one of the weighing
factors" that Google uses when determining your website's relevance
and/or importance.

Google uses links to improve search results,
Visit the link
http://infolab.stanford.edu/~backrub/google.html Section 2.

Harekrishna Patel
3-Mar-13 3

Key Takeaways
from http://infolab.stanford.edu/~backrub/google.html

PageRank
The Google search engine has two important features that help it produce
high precision results. First, it makes use of the link structure of the Web
to calculate a quality ranking for each web page. This ranking is called
PageRank.

• Google utilizes link to improve search results.
• PageRank is an excellent way to prioritize the results of web keyword
searches.
• The citation (link) graph of the web is an important resource that has
largely gone unused in existing web search engines.

Harekrishna Patel
3-Mar-13 4

Key Takeaways
from http://infolab.stanford.edu/~backrub/google.html

Anchor text advantage to Google
• The text of links is treated in a special way in our search engine. Most
search engines associate the text of a link with the page that the link is on.
In addition, we associate it with the page the link points to.
• First advantage, anchors often provide more accurate descriptions of web
pages than the pages themselves.
• Second advantage, anchors may exist for documents which cannot be
indexed by a text-based search engine, such as images, programs, and
databases.

Harekrishna Patel
3-Mar-13 5

Why Anchor Texts is important?

Anchor text to the page it refers to was implemented in the World Wide Web
Worm, especially because it helps search non-text information, and
expands the search coverage.
Google uses anchor propagation mostly because anchor text can help provide
better quality results.

Harekrishna Patel
3-Mar-13 6

When it comes to links Google measures a line of
factors such as

• Strength of the linking page
• Anchor text
• Relevance of the content where the link is placed
• Placement on the page etc, etc
• Link from a strong and authorities site
• Related to the topic where you want a position in content that is relevant
to your content is the best.

Harekrishna Patel
3-Mar-13 7

Organic Links Vs. Inorganic Links
Takeaways…

Harekrishna Patel
3-Mar-13 8

Cont…

• Relevance – Is this link coming from a relevant source that further supports
the relevance of my content?

• Authority & Influence – Was the source of this link written by an authoritative,
influential person or business?

• Diversity – By adding this link to my web presence am I diversifying and adding
value to my digital footprint?

If you are able to answer yes to these three questions then you likely have an
organic backlink that is going to positively impact your organic search visibility.
If you cannot answer yes to these three questions you have an inorganic
backlink that will have no impact on organic search results and may even
penalize your web presence at some point in the future.

Ref. Gshiftlabs.com

Harekrishna Patel
3-Mar-13 9

What factors Google measures while evaluating
external links

Placement on the
page etc, etc
Relevance of the
Link from a strong
content where the
and authorities site
link is placed

Anchor text Related to the topic

Strength of the Website / landing Citations - different
linking page page domains

Harekrishna Patel
3-Mar-13 10

Why Google penalize the links (Penguin)?

Google had started penalizing those sites whom had been stuffing keywords
into all of their anchor text as well poor links qualities point to your site
and landing pages.

After the Penguin update some of us started to notice things (allot of things)
like:
• Some websites were completely gone from the SERPs
• Some sites partially disappeared
• Some sites no longer ranked for certain terms, but still ranked for others!

Harekrishna Patel
3-Mar-13 11

Avoiding the Google Penalties (Penguin & Future
Updates)
Step 1: Don’t think link building, but build a web promotion profiles.

Step 2: Don’t write cheap articles stuffed with keywords and Links. Develop a
meaningful content that users love to share.

Step 3: Don’t use same anchor texts. But use different anchor texts.

Harekrishna Patel
3-Mar-13 12

Step 1: Build web promotion profiles
Think how you are promoting a brand, services and products off-line

Events
Jobs Classifieds

Blogs/ Web 2.0 Niche
sites directories

Forums/discussi
Articles
on boards

website/landing
news Social media
page

Harekrishna Patel
3-Mar-13 13

Step 2: Develop a meaningful content
Focus on Users’ Interest that adds values in users and love to share

Promotional
offers
Press
Articles
releases/news

Images Infographics

Brand
Videos Products News letters
Services

Harekrishna Patel
3-Mar-13 14

Step 3: Anchor Texts Style
Varying your anchor text and avoiding these penalties

Anchor text style that penalize by Google
Google had started penalizing those sites whom had been stuffing keywords into all of their
anchor text. Like,

Key phrase Key phrase


website/landing
page

Harekrishna Patel
3-Mar-13 15

Varying your anchor text and avoiding these penalties
Examples of recommended anchor texts

Website name Descriptive line

URL brand name

Normal Phrases
Synonyms
e.g. Click here

website/landing
Key phrase long tail keywords
page

Harekrishna Patel
3-Mar-13 16

Usage of varying anchor texts in percentage out of
100% for a single key phrase and a page you are
optimizing.

Keywords'
Synonyms
(20%)
Normal
phrases (30%) Descriptive
texts (10%)
e.g. Click Here

Anchor Key phrases
Brand name & Text you you are
website (30%) are targeting
targeting (10%)

Harekrishna Patel
3-Mar-13 17

Co-citation

What are co-citations?
“Bibliographic Co-Citation is a popular similarity measure used to establish a
subject similarity between two items. If A and B are both cited by C, they
may be said to be related to one another, even though they don’t directly
reference each other. If A and B are both cited by many other items, they
have a stronger relationship. The more items they are cited by, the
stronger their relationship is.”

Harekrishna Patel
3-Mar-13 18

Co-citation & Links

if you can’t / don’t get a link, at least get a citation. Meaning get someone
(else), preferably someone important (high PageRank, in your keyword
community) to talk about your brand and your keywords (together).

With fewer words the co –citation is a habit of using of terms and phrases
(keywords) along with a brand or a link while you are backlinking or doing
inbound link campaigns for your site. Simple - the co-citations are
mentions of your business name or brand and the products that you offer
to the audience and clients.

Harekrishna Patel
3-Mar-13 19

Three possible associations of co-citations

1
Keyword + Brand

2 3
Brand + Website Brand + URL

Harekrishna Patel
3-Mar-13 20

Examples

1. Keyword + brand
Italian Dining Tables + Amazon

2. Brand + Website
Amazon Book Store + www.amazon.com

3. Brand + URL
Amazon Book Store + www.amazon.com/italian-dining-tables.html

Use any of these types of associations (keyword & brand or keyword & website
or keyword & URL) and they may accompany a good content text placed on
high authority web sites on the way of high SEPR’s positions. Mentioning your
company brand, website URL with the key phrase of your products and
services on other relevant web pages will keep you among the top businesses
in your industry.

Ref. webski.com.au

Harekrishna Patel
3-Mar-13 21

Co-citation & On-Page Occurrence

Ranking WebPages based upon relationships between words (Google's Co-
Occurrence Patent)
Ref. http://patft.uspto.gov/netacgi/nph-
Parser?Sect1=PTO1&Sect2=HITOFF&d=PALL&p=1&u=%2Fnetahtml%2FPT
O%2Fsrchnum.htm&r=1&f=G&l=50&s1=8,321,409.PN.&OS=PN/8,321,409
&RS=PN/8,321,409
http://www.seobythesea.com/2012/11/ranking-webpages-relationships-co-
occurrence-patent/

Harekrishna Patel
3-Mar-13 22

Word Relationships and Document Rankings

• Google may looks at the strength of the relationships of search terms with
other important and related terms on the same pages.

• It creates scores for the documents based on the locations of those terms
within the documents and the relative distances between the important
terms to each other (with the closest distance being the one used, if the
terms appear more than once).

• When you write the content about “New York City Guide”, Google expects
to see “Statue of Liberty” on this page.

• The significant words or terms for each page might point to three different
meanings for the query term that should be represented on the first page
of search results.
Harekrishna Patel
3-Mar-13 23

Example
Java is known for 3 things in the world.

Energy Drink

Programming
Island
Language

Java
Harekrishna Patel
3-Mar-13 24

Word Relationships in Document
If you are optimizing the page for “Java Development Services”

Synonyms / Related key phrases
(Java component development,
Java development environment,
Java development server)

Industry words
Key phrase you are targeting
(Java, Sun, Oracle, Database,
(Java Development services)
Server)

Java

Harekrishna Patel
3-Mar-13 25

Other Influencing Factors in Rankings

• Page speed
• Social signals (Google +1)
• Micro data / Rich Snippet
• Click-through-Rates from SERPs
• Content ownership
• Authority

Harekrishna Patel
3-Mar-13 26

Thank You!
Harekrishna Patel
SEO & Usability Consultant
Xtreme UX
www.xtremeux.com
info@xtremeux.com

Harekrishna Patel
3-Mar-13 27

New way of link building (seo) 2013

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