My first track of day 2 at SES 2009 NYC is another fundamentals session. These sessions may seem a little basic to developers, but they are some of the most valuable to attend if you aren't missing out on something else in the same time slot. As in anything in life, you can't be the best, or even succeed for that matter, if you can't execute the basics of your practice. This track was another reassurance that the strategies I have been using also work for the "experts" in the field (there's that word again). The art of SEO consists of a lot of trial and error, and it's nice to know people you respect in your field are using the same strategies.
The track was moderated by Chris Boggs, Director, SEO, Rosetta. The speaker panel consisted of Kristjan Mar Hauksson, Dir. Search & Online Comm./ Managing Partner, Nordic eMarketing; Debra Mastaler, President, Alliance-Link; Sharad Verma, Senior Product Manager, Yahoo! Search Technology; Sasi Parthasarathy, Program Manager, Live Search, Microsoft; Ankur Choksi, Director, Search Technology, Ask.com; Peter van der Graaf, Advanced Search Specialist, Netsociety.
It focused on how search
engines rely on link analysis as an important component for rank web pages and how to increase traffic to your site by building quality links in an
appropriate manner. The following is a
few choice nuggets of information I thought summed up the track and were
important enough to share:
- It's not your structure of your links that the search engines are concerned about, it's the intent of the links.
- Content is king. If your information isn't valuable, you won't get good links. Self fulfilling prophecy.
- Get links from "high quality" sites that are "authorities" or experts in your field.
- Make sure the sites that are linking to you actually relate to your content. Stay relevant.
- Don't link out to spam sites or sites with low page rank.
- Make sure your blogs are secure. If you are being inundated with robot spam, it's not going to rank well.
- According to Yahoo!: No links - you don't exist; Few links - crawl but no index; More links crawl and index, poor ranking; "Enough" links - Top 10 ranking; Linking on steroids - ignored or penalized ranking.
- Do not use "Click Here" as a link anchor. It's a good way to make that link useless to the search engines. Irrelevant anchor text will devalue the link. it should represent the views of other people about the page.
- Concentrating on link building can save you a lot on other advertising costs.
- Buying and Selling links is a good way to get penalized on ranking.
- Quality for links is more important than the quantity. One link from a respected high ranking site is more beneficial than thousands of links from the nobodies of the web.
- Don't use hidden links
- Don't have tons of links from blogs and irrelevant sites
- Don't increase your links from 100 to 1000 overnight. Slow and steady, be patient.