No Follow Attribute And PageRank – A Few Home Truths

If someone asked you right now to explain to them in detail exactly what the no follow attribute means and how it impacts your PageRank, could you give an answer to that question? Most people think they understand this, however more often than not, people simply just don’t get it. The most common answer relates to a form of “PageRank Sculpting”, involving hoarding all of that lovely link value on your site using a no follow attribute and diverting link juice to your own pages that need love. Well, I hate to break it to you, but it is not that simple.

Let me start by the definition of the no follow attribute, from the stand point of Google. The no follow attribute is a way of simply saying, “I don’t want to have anything to do with that link, please disregard all value being passed to that link including anchor text”. Whilst this is heavily debated, the words I am speaking are directly from the horses mouth.

I think its time for me to run an example by you and see if you know the right answer. Lets say that your website is a PR6, and you are linking from your website to two websites. Out of those two outbound links, one is a no follow link, and the other has no restrictions. How much PageRank value is being given to both of those sites? In many webmaster circles, people are led to believe that by adding a no follow tag in this kind of scenario will simply mean that the one link that has no restrictions will receive a PageRank value of 6. This is a common example of “PageRank Sculpting”.

Are you ready for a big home truth?

In this example, the no follow attribute means that any page rank that is applied to that link is simply discarded and forgotten about, whilst the link that is not restricted is fed a PageRank value of 3. So, in a nutshell, this means that any link on your site, regardless of whether or not it is a no follow link or unrestricted, will use some quantity of page rank. Whether or not it passes on any rank at all is completely dependent on whether or not that link is no follow, or unrestricted.

On top of this, there is what is referred to as being the “Decay Factor” when passing PageRank to a linked page. What this means is, if you are passing a PageRank value of 3 to a website through one link, that amount will be slightly lowered to compensate for the chance that the person browsing may lose interest, and turn their attention elsewhere.

How Can I Preserve My Page Rank Then?

Well, it is as simple as this. We have known for some time now that Google gives preference to good quality content, and natural link building. To Google, this simply means that we hand out some links, and we receive some as well from a variety of different sources. What is commonly referred to as “PageRank Sculpting” is a method that is still heavily utilized that utilizes creative use of the no follow attribute in order to centralize PageRank value to specific pages on a website, so that we can either use it to preserve the value of that page, or dish it out accordingly. This is a method of gaming the search engines, which Google is very well aware of. In essence, the most common methods of PageRank sculpting are simply ineffective, as the no follow attribute simply wastes away all unused PageRank value.

The best way to preserve your PageRank is to simply not worry about it. Let your link value flow throughout your site evenly, however a few methods to consider with blogs would be to moderate your comments. Thankfully there are some great commenting systems available such as Akismet, Intense Debate and Disquss that have great moderation features and spam prevention, which will undoubtedly limit the amount of spam that your blog receives.

Do remember however, that in some cases where links to pages simply need the use of the no follow attribute, that this will sacrifice some of your PageRank value. Hopefully the need to use this attribute will be limited though, however this is a natural thing for a seasoned webmaster to do, and appears natural in most cases. As always, the key is in making your site, and your linking structure (both internally and externally) look natural to the search engines.

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WordPress is a brilliant platform that is not just limited to bloggers, but also very useful for those who would like to create a content based theme site with good on page SEO, or even a sales letter. For a fair amount of time, WordPress has been more related to bloggers, however with the release of such themes as Thesis, and other more well known theme creators that have ever started to work with the people behind the platform, such as WooThemes, this platform really is starting to open up to a very large scale audience, and no longer limited as such, to bloggers only.

Over the time that I have been using WordPress and been practicing SEO and social media marketing, there are a few very solid tips that I can offer you on the basics of how to optimize your WordPress web site so that the search engines will fall head over heels for your web site!

Use Text For Your Site Title

Most WordPress themes will allow you to use text for your website title rather than using an image. The bonus of this is that if your website has a very keyword rich domain name and title, you dont want to waste an opportunity to put that awesome title in some H1 tags. As WordPress uses H1 tags in most themes by default for the main site title, this is possibly the easiest on page SEO that you will ever do with WordPress.

Sure, the plain text look can look quite boring, however with WordPress allowing easy customization of CSS in most themes, you can easily style your title. If this is too limiting, there is also the option to learn how hooks work in WordPress (its actually really quite easy, and I cant understand a word of PHP mind you…), which will allow you to completely style the entire header on your own, and create a style that is truly unique to your site, whilst keeping true to using a text title.

Change Your Permalink Structure!

I honestly can not believe how many people do not change their permalink structure. In older versions of WordPress, this used to be a hard task at times, with editing of the htaccess file needed in most cases, however with the latest version of WordPress, this is simply done with the touch of a button. In most cases, you will want your permalink to be category/post title based, however there are many more other options that are available, and can be discovered in the WordPress codex.

The structure that I recommend to all people as being the most effective permalink structure that I have used is /%category%/%postname%/. Not only are the keywords in your title going to be emphasized in your URL, but you also have a chance of ranking for your category keyword as well based on its appearance in the URL.

Utilize Your Footer!

Permitting that the theme that you are using allows for editing of your footer within its usage clause, adding links in your footer to categories can be highly beneficial. A lot of WordPress blogs use Java navigation for the top navigation, which as most of us know is not good for SEO as the search engine spiders have a great deal of difficulty reading links in Java. Keeping in mind that some tail keywords are too long to add to your navigation as well, whilst remaining tidy and user friendly.

The trick here is to create a list of category (keyword) links to their relevant archive pages in your footer. Make sure to emphasize these in bold as well. What this will in turn do, is it will allow the search engine spiders and crawlers to further visit more pages on your WordPress website, and will index them accordingly. If you use pages instead of posts, then these can be used for your level one pages, just be sure to link these pages internally to their child pages.

There are plenty more ways to optimize WordPress for SEO, such as the world famous All In One SEO plugin that I am starting to believe that WordPress should integrate as a new feature, however the above three methods are fairly simple and easy methods that will simply allow the search engine robots and crawlers to better index your website much easier, without having to rely on other extreme off page measures.

WordPress

Is WordPress Good For Content Sites?

WordPress is a fantastic blogging platform that is supported by literally tens of thousands of plugins that are developed by a passionate community. When putting ‘Content Sites’ into the same sentence as ‘WordPress’, one thing needs to be addressed first. Is it the correct platform for your site? I mean, WP is a fantastic blogging platform, so one could only assume that creating a content based site on this platform may not be the best idea, however, with a few basic guidelines, it can actually be a great CMS for a content based site. Take the very website that you are reading right now for example. Let’s cover a few basics…

3 Level Page Structure

Those of us who have been in the webmaster game for some time know and understand that having a three level page structure is not only easier for the visitor, but better for the search engines. There are fewer chances of the search engine spiders getting lost in your site, and visitors can easily use the navigation that you provide to find their way around without getting lost in an extremely deep page structure.

When using WordPress as a CMS for a content based site, I recommend using pages for your first tier of pages, then use child pages for your third tier of pages. Not only do the URL’s to these pages look nicer, it just looks more like a content based site rather than a blog disguised as a content based site. Let’s not forget that later down the track if you choose to add some persona to your website, you can easily add a blog using posts and categories.

Page Titles, No Follow, and Search Engine Crawlers

For pure rock solid ‘on page SEO’ on your WordPress content site, keywords in your page titles are key. Of course, for the sake of Navigation, you don’t want to have huge titles like you may do if using WordPress for a blog, but this can actually work in your favour. Short and straight to the point titles do tend to attract people rather than a sales pitch for your content and can work better as a ‘call to action’.

Of course, if your titles are not able to be keyword optimized all that well, there is always the ‘no follow’ attribute, (which I personally use like it is going out of fashion, and I will explain how to make your site crawler friendly shortly) however implementation of this can be tricky, as this can vary from theme to theme. In all cases, the WordPress Codex is always going to be a great resource for you to monitor, and search for instructions if this need arises. I would love to post instructions on this, however if I were to do this, it would end up in the form of a 128 page eBook as there are so many variations of this method between the different WordPress versions and themes that are circulating today, and equally as many plugins.

Adding Keyword Links In The Footer

After adding the ‘no follow’ attribute to your page links in the main navigation, you are going to need to consider exactly how these pages are going to be indexed. This involves being a bit crafty, not only in creating good keyword based anchor text for page links in your footer or sidebar, but in developing a great internal link structure between pages. Let’s put it this way, if you use a keyword on a page that is in direct relation to a keyword that you are focusing on another page, you would be crazy not to internally link that keyword to that related page. This increases your page views, and also builds your credibility as a reliable source of lots of information.

At the end of the day, there is a lot of talk about WordPress being used as the basis of a content based site. Some people speak out against it, I have personally had some great results with it. There are a few golden rules, however, as long as you use your common sense, creating a content based site using WordPress is a simple task that is further simplified in the long run by the easy to use CMS that WP is.

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Video is everywhere! It seems that anyone with a camera or even a mobile phone is uploading a video these days. The internet is teeming with road trips, tutorials, marketing spiels, viral creations and vlogs. And thanks to You Tube, they’re here to stay.

You Tube is now the second largest search engine in the world after Google. Here’s why. Approximately 20 hours of video are uploaded to You Tube every single minute. That’s like Hollywood releasing 86,000 new movies per week! On a daily basis, over 100,000,000 videos are being watched on the site. Staggering! So what does this mean for your business?

Jump on board. Now. The New York Times states that video is now the fastest-growing segment of the Internet advertising market. Video SEO is integral to any online marketing strategy, but how do you break through the clutter? We’ve all been emailed links to videos of talking dogs, people falling off things and celebrities without makeup. True, that type of content exists and will continue to do so, but having your own marketing videos on You Tube is a powerful business tool if you know what you’re doing. Video optimization is a process that will help you stand out in your niche. The more you know about video search optimization, the greater your opportunity to be ranked at the top of You Tube.

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Of course, we should all know by now the power of video marketing. In a day and age where people are less inclined to sit and read a book or text from a website, rather they would learn more from a medium that is more engaging such as video. Having said that, it is a vital part of any SEO campaign to ensure that you create videos to market across the video streaming platform. Websites such as YouTube, Vimeo, and Viddler all attract large amounts of attention, and can also return good results in the search engines.

It is a common misconception in the webmaster world that you can simply build something, and people will come in droves. This is most certainly not true, unlike a shop front which is built in your local town which doesn’t rely on search engines, a website is simply hidden until a user is directed to it. Keyword optimization, off page SEO, all of these things are an influencing factor in how well our websites rank in the search engines, however certain off page methods also require similar attention.

Pointer One – Video length and content

Stating the obvious, video creation will always be your first step. At this point, you need to think of the average user, what length video do they want to watch? What kind of content are they after? What can you add to the video in order to draw attention back to your main site? Personally, I find that the average user will not want to watch the full length of a video more than five minutes long, any longer than this, you will find that users will skim through content and not get the most out of it. Of course, the shorter and more catchy is always better. A few brief guidelines that I like to follow when creating videos:

1. Make sure that the viewer knows who I am before they get into the main content
2. Give the viewer some compelling content that is unique to you and not copied. Make it short enough to keep their attention (Preferably under 3 – 5 minutes)
3. Ask a compelling open question that inspires a lot of thought, and a desire to know the answer
4. Tell them where to go to see more

As long as I follow these points, I can always be guaranteed that a large majority of those who view my videos will be compelled enough to visit my website for more information, read more than three pages on site, and maybe even sign up to my mailing list. The only other thing that will demand your attention from here is how to market that video to the masses.

Pointer Two – Keyword Optimization

Of course, we are going to need to apply some SEO for our video marketing, if we would like our videos to be discoverable that is. Creating great titles with SEO in mind is one thing (detailed in this SEO Writing Post) but strategies for keyword optimization in videos can take on a different shape. Let me explain…

In Google organic results, there will always be a listing of YouTube videos relating to your query, which means of course that if you optimize your videos properly using the right keywords, you will easily, and quickly receive free organic listings for your video. The key here is to work with keywords that receive traffic, and that don’t have organic listings for video in Google already. For this, keyword research can be done using a combination of the search engines itself to check if video content is listed for a particular keyword, and the Google Keyword tool. Your best keyword is always going to be the one that receives the highest number of queries that is not returning video results in Google.

Video optimization is quite easy, with a little research and understanding, you too can rank high in Google with organic video results. Before reading this, were you aware of the power of video marketing? If the answer is no, then I think that you have some videos to create and market!

Secret Weapon Alert!  Why Video Optimization Can Put Your SEO on Overdrive?

YouTube is widely accepted as the second largest search engine on the web in terms of traffic. If you consider its integrated search as the same as a regular search engine, it would beat the likes of Yahoo and Bing hands down.

With that in mind, it is clear to see why SEO experts are paying a lot of attention to video optimization. The principles of SEO are now widely accepted and increasingly more commonly known. But the world of video marketing cannot claim to be in the same ballpark.

We want to chip in our two cents with…

13 Ground Rules of Video Optimization

1. Create a Compelling, Powerful and Informative Video. First things first, your video has to buy into the old mantra of content as king.
2. Brand Your Videos and Display your url front and centre. Increasing your online brand through the power of video is such a powerful tool. If you’re not one step ahead of your competitors you should be.
3. Keyword in your title. The basic principles of SEO apply to video.
4. A Tantalizing Title. You need to engage your spider senses and copywriting skills to write a title that hooks the viewer.
5. Replicate the tags of the best videos for “your search phrase”. One sneaky tactic is to copy the tags of the video that is ranking really well for the phrase you are trying to conquer. You can afford to be that much more aggressive with video.
6. Put your full url into the description box. Link your video through to your content with the full url like such: http://www.yourdomain.com
7. Write a description like you would write any meta description.
8. Choose a good pic for your video out of the three. Don’t pick the frame to display of you gurning your face off.
9. Use Annotations to build traffic to your site. YouTube lets you annotate your vids with links through so you can target some deep linked pages.
10. Treat video like anything else in SEO – build links to your videos. They will rank better if they are linked to and embedded in multiple places.
11. Always allow comments and embedding of your videos. The biggest cardinal sin is to not allow comments or to embed your video. You want people to share. If they ain’t sharing they ain’t caring.
12. Syndicate your video, submit it to RSS.
13. Embed on your site with a lot of online copy. A video won’t rank well embedded onto a blank webpage.

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Revealing Best Practice Meta Description for SEO…

For a very long time now SEO experts have pointed out how meta descriptions are increasingly becoming less important when it comes to SEO. This is only a half truth however. Let me explain. Whilst it may be true that the effect they have on the ranking of your web pages has diminished over time, their importance remains paramount when it comes to your potential customers and clients clicking on your site and not your competitors. Here’s how with the aid (as always) of a little diagram.

Take the following search for “venetian blinds” and think how you use the search engines. The meta descriptions are highlighted in red below and they are the main place to convey the benefits and features of your web content. But in this example they are not done well. I’m not enticed and I’m not compelled to act or visit their sites.

Here’s how you should do it…

Introducing 5 Pointers for Tantalizing Meta Descriptions

1. Make Sure Your Meta Descriptions are Short

In Google the ideal length for your meta descriptions is under 160 characters, Yahoo! displays up to 165, and MSN will display over 200. Any descriptions over the limit will be cut-off by the search engines, and will be replaced with “…”. So you need to make sure you convey your message within the limit. With Google dominating the search engine market it’s best practice to construct your website in line with Google.

2. What are the Core Benefits and Features of Your Web Page?

The main purpose of your meta description is to be as informative as possible. Powerful prose with the core benefits and features of your web page is essential. Don’t be too salesy in your approach.

3. Put Your Keywords in the Description

Whilst it is true that the importance of having your keywords in the meta description has diminished over the years as Google’s algorithm has changed it nevertheless is a must. You have to be thorough and meticulous when it comes to SEO.  Make sure that your meta descriptions incorporate your target keywords. This can have a significant impact on CTRs.

4. Customizable Meta Descriptions Work Best

Just like your title tags, make sure that each meta description is unique and accurately reflects the page content. Search engines can therefore find and rank each page of your site. Optimize one page for one primary keyword and make sure you feature it in your meta description. Proper meta description tags are still a critical component to effective search optimization.

5. Call to Action

Give the browser a reason why they should choose your description over your competitor and then tell them to click your link. Mild aggression is not always a bad thing. People like to be told what to do.

If you follow these 5 features religiously, you’ll be well on your way to optimizing your pages in the best way possible to get as much Google love as you can. Before we call it a day, lets have a quick peek at best practice example from our client Planet13:

Concise, clinical, compelling with a strong call to action. This is hard hitting conveying bucket loads of information in such a small space.

[A little sidenote: the links just above the domain url in the above picture. They occur when Google declares its undying love to your site and sees it as a true authority in the field. That's the kind of things we do for our clients. ]

Good Luck With Your Meta Descriptions!

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How to Make the Most Out of Your SEO Title Tag

Getting a title tag right is fundamental to any successful seo campaign. It is such a simple thing to get right yet it still comes as the most common mistake affecting a plethora of websites online.  Customizing your title tags allows you the opportunity to feature in the search engine results for a whole host of your keywords whilst at the same time promoting your brand.

Lets expose the most common mistake and then put it right…

One of our recent clients, a dentist, made the (sacrilegious) mistake of having one title tag for their homepage and have this replicated over their entire site. Their SEO title tag formula was simply – Welcome to the BRAND NAME.

This meant a few things:

1. The chances of their pages to get ranked in the search engines, apart from the homepage, are very small indeed. Duplicate title tags should be avoided at all costs. They would need a hell of a lot of links pointing to their site to see any sort of ranking.
2. The only information they are giving the search engine is their brand name. You don’t have an idea as to what kind of services and products they offer.
3. With content on a whole host of topics such as teeth whitening, wisdom teeth extraction etc etc, yet not having unique title tags, they were missing out on the opportunity to rank every single one of their internal pages, matching them to those phrases.

In a world of trying to feature prominently in Google and other search engines, a world of connecting yourselves with your customers, competition is very tough. This post on the importance of the title tag is going up against some tough competition as you can see below.

As you can see this post to do with the “title tag” faces some tough competition. To feature prominently in the Google SERPs you have to have the keyword phrase in your title tag to stand a chance. With anything in life, there are no hard and fast rules for how something should be done. The same goes for the optimization of title tags as a number of schools of thought exist as to how best practice them for SEO. Having said that, there are definitely some ground rules that all us SEOers can agree on.

A Few SEO Title Tag Ground Rules

1. Limit your character length to 65 characters. Succinct writing is, in our opinion, the best form of writing. If you can convey and display your message to your customers in a shorter space the better. Google will only show the first 65 characters and will cut off your title after that point.
2. Use branding in your title tags. If you have a successful brand already, the title tag can be a great place to benefit from the reputation you’ve already established. If people trust and value your brand they’re more likely to read your content. Similarly if you’re trying to establish a brand it can also be a great place to start.
3. Put your keywords in your title tags. When doing an SEO campaign, you ideally want to have one page optimized for one primary keyword and make sure you feature it in the title tag. Avoid the mistake outlined earlier and instead spread your brand and your products and services wider and deeper.
4. Remember who you’re writing for. Whilst search engines index your web pages, it is regular humans like you or I who end up reading them. Don’t write mechanically. Sure feature the keyword but you also need to make sure the text in your title tag is readable and attractive.

With these ground rules in mind it’s time to reveal the way we do our title tags.

Introducing Our Simple SEO Title Tag Formula That Works…

There’s no one and only formula for doing title tags but nevertheless here is the generic way that we produce title tags that work, that get clicked. Your title tag should look something like this formula:

Keyword | Brand Name

This builds your brand and gives the opportunity for all your unique content on your site to feature prominently in the search engines like a dream. You might be questioning this as a formula based on it going against the ground rules laid out previously. You might be thinking that this is not writing for a human and is not attractive enough for people to click on. This is a fair point and the truth is you have options. Lets go back to the dentist example.

Following the formula above our page on “teeth whitening” could follow the formula and have the following title tag:

Teeth Whitening | Brand Name

Or if you want to go for a more natural and free thinking title you could use your imagination as long as you convey the core beenfits of your page. Your title tag could read as follows:

Explore Teeth Whitening Options | Brand name

The choice is yours. This provides a great basis to have a consistent structure to all of your title tags so that your brand is easily recognisable. With that in mind, the site structure of your title tags could look as follows.

Keyword 1 | Brand Name

Keyword 2 | Brand Name

Keyword 3 | Brand Name

Ans so on | Brand Name

This should give you a few ideas to mull over when it comes to getting your title tags right. It is such an easy yet fundamental part of the on page optimization process that you simply have to get right if you want to connect with your customers.

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Introducing Anchor Text And Why It Matters For Your Website

If you’ve been trying your hand at search engine optimization for some time, chances are you’ve come across the term “anchor text”. The fact of the matter is that anchor text is extremely simple. Having said that its importance should not be underestimated. Its value to the SEOer (is that a word?) or anyone that owns a website is mammoth.

Here’s why…

First things first, let’s make sure you understand the basics.

What is Anchor Text?

Anchor text is the visible hyperlinked text on the page just like you see in the picture above. Here’s an example.

Our CEO, David Jenyns, runs a successful website on trading systems. As you can see, this is a hypertext link. The anchor text shown is “trading systems”. The actual url underneath is http://www.freetradingsystems.org/.  For a website to rank well in the search engines for your chosen keyword phrases you want to have as many links pointing to your site with those given keywords.

There are two factors that influence how valuable a link is. Firstly is the quality of the link. If you get a link from the BBC, ABC, an edu or a gov site then that link is likely to be worth 100 links if not more from other sites. The second factor is the relevancy of the links. Here’s where anchor text comes in. If you have a link from a top trading site with the anchor text “trading systems” that is likely to be worth more than several links from a ballet website with the anchor text “ballet shoes” pointing to your trading website. It’s common sense really but it’s very powerful when you appreciate what it can do for your website.

Why Does Anchor Text Matter For Your Business?

It matters for two reasons.

1. Off Page Factors/ Links Pointing to Your Website/ Your Popularity

The more relevant sites with relevant anchor text you have pointing to your website the greater likelihood of achieving top rankings in Google. That is why anchor text is of integral importance to the linkibuilding stage of any SEO campaign.

2. Your Internal Site Structure

Your internal linking structure can be controlled using the anchor text from your internal links. Once you’ve achieved all your on-page optimization – customizing title tags and meta descriptions – you can then always link with these keywords in the navigation of your internal links. This in turn will increase the likelihood of stellar rankings.

How You Can Manipulate Your Anchor Text?

There are several great ways to ensure you have tons of high quality pointing to your site with the desired anchor text. For example, article websites let you have a resource box where you promote your site with the appropriate anchor text. The same results can also be achieved using blog networks, directory submissions and much much more.

What You Need To Do?

1. You need to make sure all your internal pages are linked to using the appropriate anchor text to improve your navigation and increase your search engine results.

2. Start linkbuilding so you outrank your competitors.

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Website Optimisation

Having identified the keywords you’re going to target, you now need to ensure Google sees your website as a good match for those keywords when people are searching them. To do this you need to put your keywords in the right places on your website – this is know as on page optimization.

We recommend each page of your website should only be optimised for a maximum of 1-2 keywords. And for each page, include your keyword in the following places:

- The title tag

- The meta description

- The meta keywords

- Within an <H1> tag

- Early and often in the text on your webpage

- Within an internal link

*Please note: If you don’t know html, you may not be familiar with these terms, but that’s OK. Just pass this information onto your web designer or SEO company.

If you’d like to find out more about website optimisation, watch the video below:

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