Anchor Text: The Value of Long Tail Keywords As Anchor Text

From the moment Google first launched out of a Stanford dorm room, the innovative technology that separated Google from poor search engine alternatives was the PageRank algorithm. As we all know, this innovation it introduced was in determining the popularity of a web page for the purposes of search results ranking based on the relative number of links pointing to it.

Central to extrapolating the terms and search position for which the URL should rank, the Google algorithm looks at the anchor text contained within links. For example, numerous links to http://www.buy.com/iphone with ‘iphone’ in the anchor text signal to search engines that the page should probably be ranking for the query ‘iphone’.

Optimizing anchor text remains a central part of SEO. In SEOMoz’s annual ranking factors survey, SEO professionals put page level link metrics as the most important ranking factor (together with domain level link authority features) used by search algorithms.

How Websites Implement Anchor Text

The following is a case study by Conductor Searchlight

Given how important anchor text remains in determining search rankings to the present day, we were curious to see how a broad selection of websites and implemented anchor text across their websites. We looked at more than 100,000 inbound links across more than 650 e-commerce and non-ecommerce domains, ultimately analyzing more than 4.2 million links and their anchor text using Conductor’s Searchlight SEO platform.

We first looked at how websites deploy anchor text by looking at a distribution of anchor text by number of keywords. We found more than half (53 percent) of all anchor text were short and fairly non-specific, containing between 1-3 keywords. The percentage of anchor text peaked at 2 words, declined steadily until 7 words, and then shot up to 14 percent for 8 or more words.

The bump in percentage of anchor text with 8+ words was likely due to inbound links pointing directly to specific products. The analysis showed many inbound URLs with 8+ anchor text were highly specific product descriptions, such as ‘celestial seasonings lemon zinger herb tea 20 tea bags’.

21% of 1-3 Word Anchor Text Links is Garbage or Contains no Text

Our further analysis of anchor text with between one and three words shows one out of five were likely not helping sites to rank. 21 percent of links were either URLs and did not contain any anchor text at all, or were ‘garbage’ text such as ‘gfh5bhfryu’. Despite it being an ‘SEO 101 no-no’ many sites are still committing the anchor text sin of ‘click here’ or some variation thereof—a non-trivial percentage of the ‘garbage’ anchor text were ‘click here’.

Anchor Text Best Practices

Given how significant anchor text remains in determining relevancy for search engine algorithms, and knowing a significant part of inbound links with anchor text is outside of our control, it’s important that SEOs take steps to influence the elements that they can control.

Here are some best practices to keep in mind when working with inbound links:

  • First Find Out Where Your Inbound Links are Coming From: Today, technology solutions, from full featured SEO platforms to free link analysis software can tell you how where your inbound links are coming from. You can then go after low hanging fruit of instances where linkers may be willing to tweak non-descriptive anchor text to better reflect the page they are ranking to thus helping you to rank for relevant terms.
  • First Impressions Matter: The first instance of linking to the same page is often the text used in determining search ranking factors. This factor often occurs in internal linking situations when linking to pages within your own domain, e.g. having a sidebar link to your homepage, and another link to the homepage in the body of your text so keep that in mind as you are developing a linking strategy for your keywords.
  • An Image is Worth (Almost) 1,000 Words: The search engines use the ALT tag of an image link to determine relevancy for ranking images. Don’t forget to optimize your images as they are another opportunity to show up in search for your keywords. Research has shown that universal search results (including images) have become increasingly prevalent: one study showed 8 out of 10 high volume searches now have universal results of some kind.

Don’t Forget our Old Friend, Anchor Text

With all of the ongoing changes in the SERPs these days it’s easy to lose sight of the fundamentals of SEO that remain the core of increasing natural search visibility. SEO professionals believe anchor text is still the number one ranking factor, but our analysis of inbound links shows given the way anchor text is used across many sites, there may be opportunity for marketers to optimize their own internal links and target low hanging fruit of non-optimized inbound links from high-value targets.

Google Panda Rolls Out & Changes To How It Evaluates Links, Local Search Rankings & Much More

As the tweet says, Google estimates that about 1.6 percent of queries are affected by this “Panda refresh.”

Google has confirmed a new Panda update at the same time that it’s announcing 40 search updates that happened in February (or are in progress right now).

It would be all but impossible to fully sum up the full slate of changes here, but there are a few that seem especially noteworthy and will no doubt produce a lot of speculation among search marketers. Here’s a look at the ones that stand out:

Panda 3.3 Update

Here’s what Google says about its latest Panda-related change:

Panda update. This launch refreshes data in the Panda system, making it more accurate and more sensitive to recent changes on the web.This sounds very similar to Panda 3.2, which happened in mid-January and was described only as a “data refresh” and not related to new or changed ranking signals.

Evaluating Links

Google says it’s getting rid of a link evaluation signal that it’s been using for years.

Link evaluation. We often use characteristics of links to help us figure out the topic of a linked page. We have changed the way in which we evaluate links; in particular, we are turning off a method of link analysis that we used for several years. We often rearchitect or turn off parts of our scoring in order to keep our system maintainable, clean and understandable.

A link evaluation signal that’s been used for years is now turned off? I don’t know about you, but this makes my SEO mind race…

Local Search Rankings

The company says traditional algorithmic ranking factors are now playing a bigger part in triggering local search results:

Improvements to ranking for local search results. [launch codename “Venice”] This improvement improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal.

Traditional SEO has played a bigger part in Google’s local search since the launch of Places Search in late 2010. And now it sounds like that dial is being turned up a little higher, too.

Google’s post also says local results are being improved because of a “new system to find results from a user’s city more reliably. Now we’re better able to detect when both queries and documents are local to the user.”

Other Google Updates To Note

In addition to the items above, you might pay attention to these items:

- More accurate detection of official pages
- Expand the size of our images index in Universal Search
- “Site:” query update
- International launch of shopping rich snippets

Did Google Panda Effect Your Search Engine Rankings? If so, let us help you stay ahead of your competition. Call us today at 832-717-2786 and let our search engine optimization experts keep your At The Top!

Courtesy of SEL

Google Analytics Now Tracking Your Social Media Marketing Efforts

Google announced their new Social Reports in Analytics features today at SES New York and users should be happy to see they are already tracking activity across more than 400 social analytics web, web analytics, analytics for website, web analytic, website analytics, google and marketing, google marketing, marketing google, marketing with google, web site optimization, analytics tracking, site consulting, website marketing companies, web site analytics, analytics marketing, marketing analytics, site consultants, google web services, analytic marketing, analytics service,  analytics services, google sem, marketing analytic, service analytics, services analytics, websites tracking, analytic services, analytics consulting, consulting analytics, google analytics setupsites. In addition, 21 sites have signed on as partners within Google’s Social Data Hub, allowing Google to share the sites’ activities stream within Analytics.
Google Analytics Social Data Hub Partners

Integrating with Google Analytics through their Social Data Hub requires that a social site is legally able to share their data. This presents obvious issues for some, like Facebook. Still, the information posted to Facebook Brand Pages is generally public so while they are not a part of the program, they are one of the sites being tracked.

So which companies are participating in the hub and offering up more detailed information via an integrated activity stream for Google Analytics users?

    AllVoices     Badoo     Blogger     Delicious     Digg     Diigo     Disqus     Echo     Gigya     Google Groups     Hatena     Livefyre     Meetup     Read It Later     Reddit     Screen Rant     SodaHead     TypePad     VKontakte     yaplog!

Google requires a specific information set by way of an Atom/RSS Activity Feed of global activities from each network in order to offer some consistency and a complete set of results for users. Social networks are expected to provide information on the type of event (ie.: post, like, comment), meta data such as geolocation or follower count, and more.
Social Sites Tracked for Google Analytics

Here are just a few of the over 400 social sites Google is tracking for social reports within Google Analytics:

    Facebook     Twitter     StumbleUpon     LinkedIn     HootSuite     Quora     TripAdvisor     Yelp     SCVNGR
Renren (China)     Mixi (Japan)     Hyves (Netherlands)

As we shared in our announcement of the new social reports, if Google can crawl it on the public web, they can show it. If users are sharing something within a private circle on Google+ or privately on Facebook or other networks, those activities won’t show.

Need Help Setting Up Google Analytics?

Google Analytics is one of the most robust and comprehensive website tracking and analytical tools on the market. If you are not tracking your website with Google Analytics, you need to be. Vyper Computers can assist you in setting your website up with Google Analytics, setting up monthly reporting from Google Analytics, and training on your Google Analytics reports. Call us TODAY at 832-717-2786 to schedule your free consultation!

Courtesy of SEW

How to Activate MMS on the iPhone 3GS

My husband and I each have an iPhone 3GS, and neither of them has a camera icon in the Messages app—the only way to send a picture is through email. Is there any way we can send photos in a text message? I think it’s silly that even the simplest cell phones have this option while an iPhone doesn’t!

At first, the iPhone couldn’t send photos (known as MMS) with text messages, but Apple enabled the feature starting with iOS 3.1. If there’s no camera icon in the Messages app, then the MMS feature is turned off on your device. This is easily remedied by going to Settings > Messages, and flipping the MMS switch to ON.

If the MMS feature is turned off, then you will be unable to send pictures as attachments with your messages.

If the camera button is still missing in Messages, then you’ll need to update your phone to a more recent version of iOS by connecting your device to a computer running iTunes and clicking Check For Update in the Summary tab.

Yahoo Still Playing Musical Chairs with CEO Position, Co-Founder Jumps Ship

Search Engine Optimization Yahoo Katy TexasHey look everybody, Yahoo just appointed a new CEO! Don’t worry if you missed it or are otherwise preoccupied to pay attention, there’s a good chance you’ll get another opportunity to see Yahoo anoint a new chief. With all due respect to Scott Thompson, the former PayPal executive who’s now in Yahoo’s hot seat, he’s Yahoo’s fourth CEO in less than five years. How’s that for job security?

To be fair, the task of turning Yahoo’s fortunes around is monumental, not to mention placating increasingly frustrated share holders. It wears on you. So much in fact that Thompson’s hiring is overshadowed by the departure of Jerry Yang, the 43-year-old Yahoo co-founder who also had a stint as CEO of the company he helped create, and who has decided to sever ties completely after 17 years of service.

“My time at Yahoo, from its founding to the present, has encompassed some of the most exciting and rewarding experiences of my life. However, the time has come for me to pursue other interests outside of Yahoo,” Yang wrote in a letter to Yahoo Board Chairman Roy Bostock. “As I leave the company I co-founded nearly 17 years ago, I am enthusiastic about the appointment of Scott Thompson as Chief Executive Officer and his ability, along with the entire Yahoo leadership team, to guide Yahoo into an exciting and successful future.”

Yang served as CEO from from June 2007 to January 2009, during which time he nearly sold the company to Microsoft. According to a report in The Wall Street Journal, some who have questioned his role at the company and whether or not personal feelings sometimes got in the way of his decision making.

Regardless, Yahoo is Thompson’s problem responsibility now, and he’s taking over at the end of a 17-year era. Yang’s departure is a double-edged sword. On one hand, Thompson might find it easier to make decisions without Yang lingering about, but at the same time, all eyes are now squarely on him, and him alone.

Image Credit: Flickr (jdlasica)

Zappos Security Breach Results in 24 Million Compromised Accounts

Zappos, the online apparel shop acquired by Amazon in July 2009 for $928 million in stock and cash, began alerting millions of customers over the weekend that it was hit hard by a data breach that may have granted cyber crooks access to sensitive account information, including the last four digits of any credit cards on file. The database that stores full credit card information and other payment data was not affected or accessed, the company said.

“We are writing to let you know that there may have been illegal and unauthorized access to some of your customer account information on Zappos.com, including one or more of the following: your name, e-mail address, billing and shipping addresses, phone number, the last four digits of your credit card number (the standard information you find on receipts), and/or your cryptographically scrambled password (but not your actual password),” Zappos wrote in an email to its customers.

Zappos on Sunday said it was notifying the more than 24 million customer accounts contained in its database advising them that their passwords have been expired and reset due to the data breach. The e-commerce site is also letting customers know that its phone systems have been voluntarily shut down.

“Due to the volume of inquiries we are expecting, we realized that we could serve the most customers by answering their questions by email. We have made the hard decision to temporarily turn off our phones and direct customers to contact us by email because our phone systems simply aren’t capable of handling so much volume (If 5 percent of our customers call, that would be over 1 million phone calls, most of which would not even make it into our phone system in the first place), Zappos said.

International customers may not have it so easy. According to PCWorld, Zappos announced on its Twitter account that it’s undergoing some system maintenance that may limit account access for customers living overseas, though that tweet appears to have been removed form the company’s feed.

Image Credit: mullen.com

How to Use Your iPhone as an iPod Touch Without a SIM Card

I am thinking about upgrading to the new iPhone 4S and giving my iPhone 3GS to my wife to use as something similar to the iPod touch. Can I simply remove the SIM card and give it to her to use?

Using an old iPhone as an iPod touch is a great way to get continued use out of an old device. Leaving an inactive SIM in your device will not harm anything, and it’s probably the easiest route to take in the long run. Because the SIM is not active, you will not be able to make or receive calls. If you do decide to remove the SIM, every time you restart the device you’ll get a warning that the SIM is missing. And without a SIM card, you’ll be unable to restore the device, so you might as well just leave it in place.

An inactive SIM can’t make calls…and it will prevent this warning from popping up.

10 Reasons Why Windows Phone 7 is Better Than Android

There are certain perks to working as a tech journalist: coffee is free and plentiful, trade shows are equal parts fun and frantic, and most of all, we get the chance to play with lots and lots of new toys. I’ve personally had the luck to be able to swap handsets pretty much bi-weekly for the last couple of months, and find it kind of a bummer that Windows Phone 7 hasn’t really been embraced as the solid mobile platform that it is (I said it’s a bummer, I didn’t say we didn’t see it coming).

Regardless of the numbers, WP7 is one of our favorite mobile platforms, outshining Android in almost every aspect. Don’t believe me? Well, allow me to try and change your mind.

Streamlined User Interface

Android’s are different depending on the SKU of the handset. In other words, the UI you’ll be dealing with when using, say, a Motorola handset, will be radically different than one from Samsung or HTC. The ambiguity can be disconcerting. With WP7, you know what kind of interface you’re going to be working with, regardless of the handset manufacturer. We’d imagine that an un-tweaked user interface would also make lives easier for developers, as well. We love some Android user interfaces, but loathe others. With WP7, at least you know what user interface to expect, regardless of the handset maker. Speaking of which…

WP7 Has An Easier-To-Use Interface

It really does. And look, we get it. An Android is a power user’s phone, and we know that if you’re really looking for power-use, you’ve got to be willing to learn some things. But we’re the geeky minority here, and you’ve got to keep in mind that most people are looking for a phone that makes it easiest to do their day-to-day tasks. Keeping that in mind, WP7’s “tile” system is simply easier to organize and find the things you need to throughout the day. It looks cooler too; way cooler, actually.

WP7 Has Apps That Aren’t Crap

Open-source is good, and it’s a compelling reason to support Android as a mobile platform, but let’s face it: You’ve got to sift through some real $#@t in the Android Marketplace to find apps that are worth downloading, much less buying. Most people fail to realize that the Windows Mobile SDK has been around for quite some time now, and it shows in the Marketplace, especially on the gaming side of the spectrum. Many of the games we played featured awesome 3D graphics and a level of polish simply not(yet)-to-be-found in the Android hemisphere. Microsoft has a far stricter criteria set than Google about which apps and games can populate their respective marketplace. Oh, and now that we’re on the topic of gaming…

Microsoft LIVE Integration Is Bad Ass

If you’re achievement junkies like we are (you know who you are), then a WP7 handset is a must-have. Have a game on Xbox or PC that you love playing? Pop over to the Windows app store; chances are there’s a mobile version of that same game, where you can continue earning points and unlocking achievements with your handset. You can also keep tabs on your buddies’ achievements, and tweak and enhance your Xbox Live avatar. Granted, this integration is still in an infancy stage, but we’d be willing to bet that we’ll be seeing deeper and more intuitive connections between gaming and phones in the near-future. Forward progress is good progress.

Microsoft Mobile Office Integration

We were actually blown away by how deep this rabbit-hole goes. Microsoft Word Mobile Edition, by way of an example, is actually a very intuitive little program, allowing you remote access documents using SharePoint Server 2010, you can use the “find” tool to look for particular words or phrases, and you can even email documents directly from the program.

We’ve had the pleasure of testing some Android phones that can dock with workstations to function as a laptop; imagine how crazy it would be if Windows launched a similar product with a full-fledged Office Suite. That’d be one step closer to a true fusion between phones and computers, and we’re all for that.

Microsoft Isn’t Constantly Getting Sued by Apple

Whether targeting HTC a year ago or Motorola last fall or even Samsung (which is remarkable seeing how they are a flat out key supplier of Apple’s hardware components) just a few days ago, Apple has been regularly suing the hell out of Android handset makers; mostly in regards to hardware and software patents. So why is Apple seemingly ignoring WP7 in the courts? Well, there could be numerous reasons: Optimistically, it could be because the software and hardware developments on WP7 are truly original and innovative, meaning Apple can’t accuse Microsoft of lifting their ideas. A more realistic reasoning? Apple doesn’t see WP7 as that big of a threat…yet.

Stability

This is speaking from personal experience with various handsets across both platforms, but to put it simply, WP7 has just been a more stable experience. Apps like Facebook and Netflix simply run the way they were meant to with far less of the hiccups and crashes found on the Android platform. This runs parallel with the overall theme behind WP7 mobile devices: Simplicity. Granted, WP7 had to forgo some of the more complex actions Androids are capable of (i.e. lack of tethering support, lack of ability to capture screenshots, no multi-tasking), but to us, that’s a worthy trade for a phone that will do what you want it do, every step of the way.

Zune is a Native Client, and it’s Not Pay-Per-Song

We like Zune as a service—you pay a monthly fee and can download as many songs as you want, as opposed to being pigeonholed into paying per song, like with Apple and Android. Also, we really enjoy the fact that Zune is a native client that comes fresh out-the-box with WP7—setting up music services on an Android involves downloading various apps (like Google Music, which then has to synch to your Google Wallet, which then has to synch to your Google Music Server, which then needs a Gauntlet from Moredore to unlock your songs, which then needs…well, you get the point) that is just sort of a hassle, and glitchy to boot. Again, simplicity reigns supreme.

Snappier Keyboard

All right, we’re getting down to the nitty-gritty, and this is a minor nit to pick, but for the most part (with the exception of the Android Sprint Galaxy, which actually featured a physical slide-out QWERTY keyboard), Windows Phone 7 had a snappier, and more importantly, a more consistent keyboard that was snappy and accurate, regardless of the device. And, though Droid offered a few keyboard-contenders with the Galaxy S2 and the Incredible, others were really bad, (ahem, Droid X2, cough).

No Ad-Ware!

That’s right, there is nary a pop up ad to be found, whether you’re in the Windows Marketplace, or playing a game. There is nothing more irritating when using an Android that having to manually close pop-up adds, many of which appear mid game. There are, indeed, advantages to more stringent app restrictions, and WP7 seems to have found a perfect balance.

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