Real Estate Blogging Best Practices No. 3: Managing Links in Targeted Anchor Text

By frerecks • October 15th, 2008

Obviously with a title like Real Estate Blogging Best Practices, this series of posts centers around some of the many ways you can improve your chance for capturing qualified real estate searches with a better blogging effort. Folks it’s not the 1st time we’ve said it, but this is modern day advertising. We have looked at the development of target topics and then leveraging target topics in blog posts, but this post centers itself around the placement of links in targeted anchor text and why it is very important to your future success story. 

It’s well known that the objective of a search engine is to be the best conduit to answers it can possibly be. In fact, it is the reliability of those left hand side of a search engine results page [SERP] organic results that power the Pay Per Click Revenue Model. Generally speaking, between 8 and 13% of all searches generate a click on one of those highly visible right hand side of the page Pay Per Click ads… to the tune of billions in annual search engine revenue. What it means to you, ‘the Real Estate Blogger’, is 87- 92% of all searches targeting your local service [and needed to fuel the search engine's success story!] are available for visible advertising on the organic left hand side of the results page!!

santa barbara california pocket listings

This post is NOT meant to cover the process of building links back to ourselves from other sites, social networks and blogs. A later post in the series will cover the subject, but know that most back links or inbound links are out of your control [at least, if sustainability concerns you] and not covered here. Some of the answers [why?] are here in our post Search Engine Indexing, Rank and Content Relevance – how do you get it?

Link Terminology

Back Links
Links pointing to your blog or website from other blogs or websites.

Outbound Linking
An outbound link is demonstrated when a link is created in content that points outward to another source, preferably a supporting source. We demonstrated this in the above link [in 'anchor text'], which points to the wikipedia.org definition of anchor text.

Deep Linking
Creating a hyperlink that points to a page on another site [other than the site's home page] is often referred to as deep linking.

Deep Internal Linking
Creating a hyperlink that points to other posts or pages within our own blog [or site] would be referred to as deep internal linking. We demonstrated this in the above link [in 'leveraging target topics in blog posts'], which points to our post tackling the subject. 

Anchor Text
The definition of Anchor Text centers around linking. An anchor text link is a visibly click-able hyperlink in words or text.

Why Link Out or Why Link In?

Search engines are constantly crawling the world wide web, websites, their pages, content and especially the links in content they find for newer and better sources of information… on every single subject there is. And remember that search engines want to rank pages, not necessarily websites, so every post you create is an opportunity to generate some findability and some traffic. Once they have identified and consumed content to their indexes, they compare and/ or rank it. Very much like with traditional journalism, where readers are often introduced to supporting sources of information, search engine bots are crawling for newer and better sources of information. Simply put, what page is the number 1 and what page is the number 1,000 source for a subject like ‘Santa Barbara Pocket Listing’ is determined by over 200 criteria… but none more than the link structure of a post or page. In this case, Distinctive Real Estate of Santa Barbara is No. 1/ 649,000 Google Indexed Pages for Santa Barbara Pocket Listing.

What is the role of Anchor Text Links?

Understanding that links are highly valued in the comparison of competitive content, discovered by search engines, leads us to the relevant use of anchor text. With the links we can build ourselves, we should always look to leverage them through words or text descriptive of accurate contextual information relating to that link’s destination. Rather than adding a link in the words ‘click here’ do it in the actual topic you target, such as ‘Santa Barbara pocket listing.’ If the Anchor Text is relevant to the page it links, two positive things may happen. The first is a search engine may begin to see your blog as a good source of content and supporting content, via generous linking. The second being, the page pointed at has heightened its’ visibility to a search engine algorithm. In other words, be a useful source of supporting information on targeted topics by pointing to them… and raise the chances that search engines will reward your blog and those pages with higher rank. *Those highly ranked posts or pages including your own body of work… or content.*

Contributed by
chris@kineticknowledge.com


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Comments(3) BLOGGING BEST PRACTICES

Comments

By SM on October 16th, 2008 at 12:27 pm

This is some great info. I never thought of the links when I made anchor texts on my site. Another thing I recently learned was that all pictures you upload on your site should have relevant titles. These titles will be helpful with your SEO. Thanks..

Sean Murphy, Rofo – San Francisco Office Space

By Kathy Toth and Team on November 12th, 2008 at 11:51 am

How do we creat more liks from sites as back links and how do we find out who is bakc linking now? info@KathyToth.com

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