Before I start the main the theme of this post, you guys may remember a couple of days ago I discussed the power of keyword proximity in rankings. If you missed it check this out Google Keyword Proximity.
Any it all concerned the fact that I had changed my title tag and my rankings had dropped for one of my main keywords google seo. I changed the proximity of my title tag and guess what…..it moved my site from 26th to 3rd in the UK rankings. Just thought I’d keep you all up to date. If you missed it you should check out the post.
Today I want to discuss something that I touched on last week. I talked about links from PR0 pages and how they can still be used to build effective links, if the pages that were used were relevant to your targeted page. Again if you missed it take a look at Can PR0 Links Damage Your Page.
I explained that if you are targeting a keyword let’s say “google seo“, you should attempt to acquire links from pages that use that keyword in the content of the page, preferably the title and body, but just the body will do if not. I told you this but I never explained why it is so effect.
It all comes down to a complex algorithm that Google calls Local Rank. We all know how PageRank works,,, right? You get awarded PR based on the amount and quality of links you have pointing back to your page in Googles index. That is an important point, in Googles index, remember that when link building, there is no point getting a link from a page that is not indexed.
Local Rank takes this the “PageRank” process one step further. I am now going to try and explain it as logically as possible.
When Google decides whats pages to index it broadly takes a look at the following factors.
- Keywords (on page optimisation)
- PageRank (Off page Linking Factors)
- Local Rank (Relevant off page optimisation)
This is a very broad overview and includes other factors such as domain age, trust rank, anchor text etc…. but I don’t want to go into all that today as it is not relevant.
OK, local rank or as I see it, the relevance of your off page optimisation.
Let’s say we are trying to rank for the keyword “dogs”. When someone searches the keyword “dogs” Google will rank the pages based on the keyword optimisation and on the amount of indexed links the pages have(PageRank).
Now it has a list of possible websites to rank for this keyword. Local Rank then looks at how many links the pages have within the list of possible websites. So a page may have 1000 links on the whole of Google’s index, but only 10 of them links come from sites that are ranked for the keyword “dogs”. This is not going to out rank a site with 100 links that come from sites ranking for the same keyword, even if them links are the only links the page has. This is where relevancy overrides popularity. A lot of webmasters do not understand this and wonder why sites with 2000 links are out ranking their own site that has 10000 links.
Let me try and illustrate a little better. Below is an example of a site targeted and optimised for the keyword ‘dogs’.
As you can see here all the links are coming from pages that do not rank for the keyword ‘dogs’, therefore our site in this illustration is going to have trouble ranking for that keyword.
Now compare it to the below example.
All the linking pages here are ranked for the keyword ‘dogs’, therefore our page has a lot better chance of ranking for this keyword.
I hope that has made things a little clearer.
So when we are building our links we need to stress a little less about “how much PageRank” is passed and worry a little more about how much “relevancy” is passed.
This is the key to ranking for a given keyword using Google seo techniques. Keep it relevant.
Until next time,
Author: Tim (292 Articles)
Tim Grice is the owner and editor of SEO wizz and has been involved in the search engine marketing industry for over 7 years. He has worked with multiple businesses across many verticals, creating and implementing search marketing strategies for companies in the UK, US and across Europe. Tim is also the Head of Search at Branded3, an SEO agency in Leeds.