Indirect Search Engine Optimization Strategies

If we were to take a trip back in time to 2003, you’d notice that getting high search
engine rankings was a far simpler and easier task.

If you wanted to rank highly for a term, you’d just get as many reciprocal links as you possibly could and would use the identical anchor text on all the links. The title tag of your site would include only the keyword you’re optimizing for, and you’d make sure that your main keyword appeared at the top of the page, and showed up frequently in the body of your website as well.

This “Brute Force” style of getting high search engine rankings was as effective as it was simple.

The problem is that some people just haven’t caught on to the fact that it’s 2007 (almost 2008). The methods you use to get high search engine rankings have changed – using ancient methods just aren’t going to cut it.

You don’t want your website to appear perfectly optimized. Google has learned that perfectly optimized websites are rarely the best sites to put at the top of their listings.

Instead, the best sites tend to have a lot of related content that supports the main theme of the website, they have a variety of anchor text pointing to their websites, and the content of their website doesn’t scream “optimized”.

For example, I was browsing through the stats of a few of websites I’d forgotten about and hadn’t done anything with in several months. One of them had triple the traffic it had when I last looked, so I was curious and took a closer look.

As it turns out, the site had climbed up in to the top 30 of Google for the term “network marketing.” I was actually a little surprised since I hadn’t even been targeting that term. I had instead been targeting phrase “mlm training” and I’d gotten up to #1 in Yahoo for that phrase.

However, Google apparently thought I was trying too hard to get a high ranking for the term “mlm training” but they felt that I was doing a good job of covering the topic of “network marketing” and gave me a fairly high ranking for the term even though the site was not at all optimized for that particular term. One thing I will point out here is that I did have some links (not the majority) that used the anchor text “network marketing” when referring to the website.

This is just one of many examples where what I like to call Indirect Search Engine Optimization has come into play.

So just keep in mind that getting if you’ve been reading other search engine optimization information where it’s telling you to have a certain keyword density, and that 90% of your links should all use the keyword you’re optimizing for that you’re likely reading out of date information – information that’s going to accomplish the opposite of a high ranking.

Instead, I recommend that you focus on providing high quality content, get a variety of links to a variety of pages, and use the anchor text of the keyword you’re optimizing for 60% or less of the time.

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