Search engine optimization or SEO is the heart and soul of digital marketing. If you are planning to publish anything on the web, a proper digital marketing campaign is necessary to give it a fresh lease of life out of nothing. But what will be featured in the campaign? SEO strategies will be the prima facie of any credible online marketing project. A quintessential part of any SEO activity is to make the pages of your website optimized properly to meet the guidelines and criterion of search engines. A digital marketing project relies heavily on the different types of SEO approaches being undertaken and handled.
Well, before moving forward, just for the sake of this content, go back to an era when the internet was not so much prominent. What can you see? How would you access information during an era where mobile phones, computers and internet access were not available? We would be looking for the right sources to collect the necessary information. These sources were mostly people of higher knowledge or from a similar domain of books, magazines, libraries, universities etc. And these learned individuals from related domains were the major source for help related to information collection and application. What I want to point out is the fact, that in each of the scenarios you are trying to decide the authority.
Basically, it is all about finding the most authoritative answer from the most reliable source. That is where the trick lies. With the introduction of the World Wide Web, it became the most important repository for human knowledge. Internet became the primary source for not only information but also for services, entertainment and products. Hence, the need for search engines just got bigger and greater. Search engines play a crucial role in connecting us, the users and visitors, with authoritative sources to answer our queries and needs. Things become a lot more convincing and easier when it comes to information seeking or service requesting.
Earlier, there were attempts to categorize and index the web pages based on certain filters. However, modern-day search engines focus on using a lot of more complex algorithms to read, ascertain and find the relevance of web pages. Accordingly, they can match those pages with search queries to sort out the information and deliver the same as per the request. In simple words, search engines are always on the verge of figuring out the most relevant and authoritative sources to match the query. Users usually expect search engines to redirect them to the most authentic pages related to their queries. In the end, it all comes down to the search engines assessing power for relevance and authority.
What are the procedures being implemented by search engines to evaluate the authority?
Considering the reality, the modern day search engines focus on numerous factors to evaluate the relevance and authority of the web pages. However, boiling down these factors into two major categories would seem to be appropriate. Let’s have a look:
Links (external citation authority)
First of all, the search engine needs to read, understand, and analyze the actual content along with other features on the page. Once done, the engine will start associating the most relevant topics with the page.
During the early days, the concept of on-page assessment factors ended there. But nowadays, the search engines have become a lot more organized and sophisticated in analyzing a page’s structure, feature, and language. It has become easier to determine things like; how effective it might be in addressing a topic, or how beneficial it will be in handling the visitor queries and search requests.
Once the search engine figures out the content and theme of a page, it simply adds it to the index and then turns next to pinpointing the external signals that play a helping role in gauging and validating the authority level for every page on every given topic.
With the introduction of Page Rank, the concept of links has become the most crucial signal used for the assessment. Search engines focus and rely on incoming links heavily. Links are being used by search engines much like the way we treat the scholarly citations. But that said, the trustworthiness and authority of each of these citing sources should come into play largely.
Why Links are most important till date when it comes to page ranking?
If you place a link on your site, it may result in making the user get redirected to another site, resulting in leaving your site. This frequently happens when you are linking to some 3rd party sites. But Google has other ideas considering this scenario. For each redirection, your website will receive a vote of thanks or endorsement, which ultimately acts in favor of your website. The more redirection happening from your site through the link, better the authoritative element your site will be considered by search engines. Hence, the ranking factor will improve beyond your imagination.
A significant piece of the initial Google algorithm was based on the concept of PageRank, a system for evaluating which pages are the most important based on scoring the links they receive. This clearly suggests the fact, that a page having a large volume of valuable links being pointed towards it, will enjoy higher page rank and that will also affect the scoring part as well.
Are all links created equally? Surely not!
Yes, not all the links are created equally. Hence, more votes will be a better proposition. But then, the situation can be more complicated than it looks on paper. The page rank scores range from a base value of 1 to something beyond trillions. The higher page rank pages can have several PageRank to pass, than those lower page rank pages. What’s more amazing is the fact, that a link from one page can easily be a lot worthy when compared to numerous links from another page.
It is absolutely necessary to remain relevant to the given topic. If your site is about selling television sets, you should not write content or get it linked to a site selling washing machines. Basically, relevance is a crucial factor and defines the limits of the linking power as a ranking part. In fact, relevance impacts a whole lot on defining the valuation of the link. In other words, the relevance factor of a linking page, along with the linking site plays a serious role in impacting the entire situation and the performance of the site. How valuable the link might well be, is something worth considering.
The potentiality of anchor texts
The anchor text plays a significant role in identifying the content of the page and confirming it to Google, related to the type of link being received. Anchor text plays a significant role in evaluating both the authority and relevance of the page. At the same time, Google will also focus on the signs that are being manually used to manipulate links for better ranking purpose.
The trust factor
Trust is important, perhaps the most important part of the process. You need to evaluate the link quality and this is where the trust factor comes into consideration. It is recommended to use ‘trusted links’ concepts to assess the trustworthiness of a site as being the source of a link. You need to keep the eyes open. Focus on whether links are being sold to others, not focusing much on content quality, cannot be said as reputable. However, you need to understand that Google has other ways to judge the trust factor. They may not calculate the situation like the way you do. However, some areas may correlate but that’s it. The overall approach will differ from how you are considering.
How social media can help?
If you can leverage a stable social media presence, it becomes possible in exposing the content to a bigger number of people. But that said, it all depends on how you incorporate the trust factor. Creating a positive image with the audience is necessary. Positive and healthy interactions are a necessary part of the process. At the same time, how you implement the influencing sources also take a stable role in handling the situations.
The perfect combination of authority, relevance and trust; play their part in defining the true pillars of SEO. Make sure you are focusing on the right approaches and hence, handle the situation accordingly. Things need to be managed as per the proceedings. But be careful with Google. Any wrong step and you may just lose the trick.
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