Connect with us

The anatomy of a backlink and the value to your website

I’ve been preaching on backlinks and their value to your website for a few weeks now. And, you’re not getting a reprieve this week. I want you to understand how important backlinks are to your search marketing success.

Published

on

Human Pelvis from Grays AnatomyThe hip bone’s connected to the back bone

I’ve been preaching on backlinks and their value to your website for a few weeks now. And, you’re not getting a reprieve this week. I want you to understand how important backlinks are to your search marketing success.

One of the items I have yet to talk about though, is an optimal backlink and what you should be asking for and hoping to get.

So I present to you, the anatomy of a backlink.

What a link looks like to webmasters

A web link to the average web visitor, looks like this- link (note: this is not a real link).

But to your friendly neighborhood webmaster, it might look something like this:

<a href="https://www.nrvliving.com">NRVLiving</a>

While that is all well and good and will create a link, there are certain areas you can optimize for search. When I build a link, here is how I do it. (The color coding will be explained below the example.)

<a href="https://www.nrvliving.com/properties" title="Blacksburg homes for sale">Homes for sale in Blacksburg, VA</a>

To the average web visitor, this link looks like: Homes for sale in Blacksburg, VA and it still works just like the link before it, but now it incorporates all the colored elements.  Try hovering over that link, you should see the green text pop up in what’s called a tool tip.  And if you click it, you will be sent to the internal page on that website.

Okay, so an explanation of each color section:

  • Purple (/properties) : This is what some folks in SEO refer to as a deep link.  It’s really not that deep technically, but what you want to do is NOT have every single incoming link point to your home page.  Spread that incoming authority around your important pages that you would like to show up in the search results.  If your internal/deep pages have enough authority, you can get a result in Google, etc. where you have more than one link show up in the results.
  • Green (title=) : This is the title attribute of the HTML anchor element.  What it does is create a tool tip when you hover over the link providing further details of what the linked to page is about.  The side benefit is that the search engines also pay attention to how other websites link to you and use this title attribute as another element in their algorithm arsenal.
  • Red : Again, the search engines use the actual link text as an element in their arsenal to figure out what that link is pointing to.  You want it to be normal sounding yet have a keyword or two in there.  Don’t be spammy though!

The hip bone’s connected to the back bone

All of these links act like connections and endorsements across the web and form a picture in the (artificial) mind of Google’s data crunching mainframes of what the pages within your site are about.

So take my advice.  Vary up your back link profile.  Don’t use the same words and phrases.  Think like a client.  Heck, ask your clients.  “If you were searching for a home in __________ right now, what would you search for?”  You can also check out a site like Google Trends to see what people are actually searching for.

Human Spine from Grays Anatomy

Marty Martin is an accomplished SEM/SEO anti-consultant with a broad range of experience working for a wide variety of clientele including colleges and universities, regional and state tourism, government and business. An advocate for business, Marty works hard to share accurate information in a world suddenly overrun with "social media consultants."

Continue Reading
Advertisement
5 Comments

5 Comments

  1. Jeremy Hart

    May 12, 2010 at 5:01 pm

    The website you’ve highlighted is amazing, Marty!

    I’m kidding – well, kind of. Anyway, wanted to thank you for your recent posts here. So much of this back-end stuff is just confusing as hell to me, but I appreciate you taking the time to break it down. Is there a need to go through every link on a site and change it up, or should I be focusing on making one or two changes each page?

    • Marty Martin

      May 13, 2010 at 8:53 am

      Hey Jeremy,

      Thanks for the kind compliment; I’m glad you’re finding them useful.

      As for your question, I would just gradually shake things up over time. Give the search engine crawlers something new to chew on each time they visit your site. Do you use Google Webmaster Tools? You can check crawl frequency there and adjust your updates accordingly. There’s also talk among some search experts that too many updates at once can cause Google to sandbox you for a while, but I’ve personally not seen that happen.

      I’d definitely start with the links to your pages you want the most traffic to though.

  2. Phil Boren

    May 16, 2010 at 12:35 am

    Marty: I get so focused on generating backlinks, that I sometimes forget to spread it around beyond the home page! Thanks for the info and, BTW, for the mention/link in one of your recent posts.

    • Marty Martin

      May 18, 2010 at 5:04 pm

      HI Phil.

      First, you’re welcome, thanks for the inspiration!

      And I never ever ask for a link to my home page. Always ask for a deep link, you’ll get enough home page links otherwise.

Leave a Reply

Your email address will not be published. Required fields are marked *

Business News

How the Lean concept can have the biggest impact on your bottom line

(BUSINESS) Using the Lean business concept and asking the non-sexy question of “What’s dumb around here?” your business will outpace your competitors in no time.

Published

on

remote work

Entrepreneurs love solving problems. That’s what they’re good at doing. In fact, the more complex, difficult and messy the problem, the more the entrepreneur will enjoy the challenge. Entrepreneurs are especially good at solving problems that nobody knew were there. Think about Steve Jobs: He knew that we needed a pocket MP3 player before we even knew what it was.

While entrepreneurs are coming up with the next “big” thing, we need the non-entrepreneurs in our organizations focused on solving the small problems in our company with the same enthusiasm. Imagine if every one of your team members were consistently looking for opportunities to improve your systems, processes and service delivery. Those subtle changes made in the non-sexy parts of the business usually have the biggest impact on the bottom line.

This is a business concept called Lean, in which a company changes their processes to create the most benefit to the customer using the least amount of resources possible. Lean is commonly used in the manufacturing industry, but its principles can be used in any business to change the way of thinking and doing things.

I recently witnessed a great example of how Lean principles were used to improve one of my clients, LuminUltra – a leading provider of microbiological testing hardware, software and services. The company serves industries that need to know quickly and accurately what’s living in their water. At a recent quarterly planning session at the LuminUltra offices in Fredericton, Canada, COO Charlie Younger shared a powerful story about the company’s manufacturing facility and challenging the status quo.

During the expansion of the company’s manufacturing facility, one of the team members was lamenting to Charlie about how much time it took to complete a lengthy step of the manufacturing process – one specific quality check that was very time-consuming. He remarked that in the history of the company they never had a single machine fail the test. Charlie’s first thought was, do they even need to perform this specific test again?

After more discussion with colleagues, the team realized that the other quality checks performed earlier in the manufacturing process would always identify a defective unit. With this knowledge, the manufacturing team asked for permission to perform minimal testing to still provide assurance with less work. When presented with the information, the company leadership agreed that it was a great idea and would save time and money as well as improve the employee experience. But the bigger question was: Why hadn’t anyone ever questioned this lengthy step of the manufacturing process before?

Charlie, having run Lean programs in the past, has seen this issue before: People continue to do what they’ve always done even if they think there is a better way. He thought this would be a great opportunity to use a fun, simple but elegant technique to capture other status quo breakers – in other words, he decided to use the same principles for changing the company’s production process to make other company decisions.

With that, he posted a whiteboard in the manufacturing room with the title “What’s Dumb Around Here?” and encouraged team members to capture possible “dumb things” to add to it. These topics are discussed and vetted during their Lean process meetings to determine if they can be improved.

When I discussed the new process with Charlie, he noted, “First, you have to create an environment where people are willing to question the status quo. We have always been highly focused on quality and accuracy, so the team thought it was outrageous to openly question a quality check we had been performing for years.”

He continued, “You have to help your management team be open to receiving ideas that might seem crazy and not overreact to the suggestions. Instead, simply ask them to explain their logic. More often than not, the front line knows a better way to do things but does not know how to navigate the change. The beauty of using Lean techniques is that you now have an easy navigation path to discuss, approve and roll out changes. Suddenly, you have an energized front line solving problems with minimal involvement from management – how great is that?”

While LuminUltra continues to grow their product line and expand into new markets, it expects that its implementation of Lean principles will help it make subtle but important modifications to processes that will positively affect its bottom line. The CEO, Pat Whalen, remarked, “If we can produce our products faster and more cost effectively and get them into the hands of our customers faster, we can have an even bigger impact on the water sector with our microbiological monitoring products. I need all of our team members thinking how we can improve every single day. The water sector needs us.”

Every visionary, big-thinking entrepreneur needs a team that challenges the status quo. How are you encouraging your team members to identify, “What’s Dumb Around Here?”

Continue Reading

Business Entrepreneur

How to stay focused and motivated when you work from home

(ENTREPRENEURSHIP) Do you find it impossible to stay on task when you work from home? Check out our tips for maintaining focus and motivation when working remotely.

Published

on

work from home

When you work from home, it is a blessing and a curse. On one hand, you technically never have to get dressed. However, you also end up with every possible distraction at your fingertips. Staying focused can be difficult even if you’re Type A, which I certainly am not.

Although I’m no expert in time management, I’ve managed to hone my borderline ADD attention span into productivity with the following tactics.

1. Define your workspace

First things first, you need somewhere to get work done. While some people may be able to get everything done from bed, for others the temptation to nap the day away is far too tempting. Get yourself a desk, or turn a table into a temporary workspace. Just make sure if you have kids or family at home while you’re working, they understand the boundaries of your zone.

Setting up camp in the living room isn’t going to help you if the kids are using it as a play space, and hiding out in a guest bedroom won’t provide much privacy if you didn’t let anyone know that it’s now temporarily your cubicle. Consider making a do not disturb sign for the door, or using shelves to define boundaries in a room.

2. Create a schedule

Okay, I know it’s obvious, but making a schedule for yourself is the next step after setting up a workspace. Determine what needs to get done and when, and share this with your housemates, kids, or whoever else is around. It’s easier to stay focused if you clearly define when you’re working so any potential distractions known when to leave you alone and for how long.

3. Determine productivity

Are you more of a morning person or do you get everything done post afternoon nap? Figure out when your most productive time is and set your schedule accordingly.

You won’t get much done if you’re a night owl forcing yourself to slam out projects at 6AM. Of course, you can work outside of your productivity zone, but you may make yourself miserable in the process.

4. Remove distractions

Nothing is going to get done if your phone is blowing up with texts, your favorite TV show is on, and that fun quiz someone sent you on Facebook is up in one tab while your personal email is open in another. Set your phone to silent if you’re able, or at the very least, let your most frequent contacts know that you’re working.

If you’re like me and have very little self-control when it comes to browsing your favorite sites, you may consider installing a browser plug-in that limits how long you can spend on certain sites, or even temporarily block sites during certain times of the day.

5. Set a timer

Once you’ve created a schedule, widely shared it with your most distractible folks, and are ready to get down to business… there’s still distractions. You know you’re working on something for the next hour and half, but it’s dragging out forever and you can’t stop checking the clock to see if it’s break time yet.

Set a timer on your phone, computer, kitchen timer, or even your microwave. This way you can remain focused and have something externally alerting you when time’s up.

6. Reward system

It works for kids, it can work for you too. Setting up a reward system may help boost motivation, and can be as simple as “if I work for two hours solid on this project, I can watch one episode of this TV show.”

Give yourself a reasonable goal and incentive to complete that goal if the project itself isn’t inspiring internal motivation. I’m a fan of dessert based rewards, but you do you.

7. Go somewhere else

When all else fails, don’t work at home. If you’re able to, get out of the house and go to a coffee shop, library, or coworking space. Shame yourself into working by telling yourself everyone around you knows when you’re distracted. Or you know, find motivation by surrounding yourself with others who are being productive.

8. Power in numbers

Join a group of other freelancers or remote employees to create a support system. While this may open you up to more distractions, having others around who share the same struggle of remote work could help increase your productivity. Some people are more motivated when working independently in a group setting. Give it a try to find out if you’re part of that crew.

Ultimately, you know yourself and what distracts you.

Try to remove as many distractions as possible, and create a realistic schedule for yourself. No one will benefit from working eight hours straight without a break. Give yourself a chance to test out different techniques and figure out what works best for you.

You’re not a failure if setting up shop in the library ends up making you less productive. Just try another setting, or rearranging your home workspace. Ultimately, make sure you’re setting yourself up for success with a clear schedule, a clean workspace, and some sort of break/reward system. You can work out the other details as you go.

Continue Reading

Opinion Editorials

What Swedish Death Cleaning your office looks like

(PRODUCTIVITY) If you need any motivation to clear the clutter check out dostadning, aka Swedish Death Cleaning. It won’t kill you but it’ll make you feel super metal while you clean.

Published

on

productivity slow fit dostadning

You’ve probably heard of “The Life-Changing Magic of Tidying Up” as one of many titles focused on keeping your life organized and stress free. However, I bet you’ve never heard of dostadning, or, “The Gentle Art of Swedish Death Cleaning.”

Alarmed yet? Don’t be; while it’s exactly as morbid as it sounds, it’s not as morose as you would think.

Dostadning, sometimes called “death cleaning” is a Swedish term referring to a process of permanent cleaning conducted throughout your Golden Girl years, usually starting around age 50. The goal of the process is to alleviate the burden of tidying up from your surviving family once you pass away.

It is currently having a day in the sun thanks to Margareta Magnusson, who is publishing a book on this topic.

The process is rooted in common de-cluttering mantras; only hold onto things that you actually use and actually bring you joy. Nothing you can’t find in your other “simplify your life” bestsellers. However, the spectre of the end of life does hang over the process, and that results in a few unique elements.

First of all, talk of death cleaning is highly encouraged amongst family and friends. Not only does this create accountability, but it also reduces the stigma around the process of passing on.

There’s also the idea of giving things you don’t want away as gifts to friends. It’s a way of creating happy memories for others, little pieces of yourself that can stick around.

In addition to creating these new memories, dostadning encourages personal reflections on your old memories. Clearing out clutter means making more space in your life for things that truly matter; anything negative or neutral gets the metaphorical boot.

That simplicity and self-reflection is a form of self-care, bolstered by the fact that, post-cleaning, you are supposed to treat yourself to something you like.

Because of the focus on long-term organization, dostadning stands out as a more long-term solution, as opposed to the temporary fix of “tidying up.” No matter where you are in life, it’s important to remember to make time to address the cause of clutter, rather than addressing clutter as a symptom that needs a band-aid.

Perhaps you could dostadn your desk? You’ve probably got a few receipts from lunch last month you don’t need anymore or maybe you’re a water bottle collector — you know the ones that get a water bottle and don’t finish it but then get a new one anyways and then somehow wind up with a collection of bottles on and around your desk? Maybe you’ve kept every single stapler you’ve ever been given but let’s be real, do you need 5 staplers?

Maybe your clutter isn’t on your desk, but it’s in your drawers. Or maybe, just maybe it’s in the break room. Wherever your clutter lie beginning to simplify and purge things will make you (and your co-workers) happy.

By focusing on changing the way you organize things as a whole, you may find your efforts to reap longer-lasting returns.

Continue Reading

Emerging Stories