SEO is changing. Recent changes by Google have made it increasingly difficult, and in some cases risky, to chase those all important rankings. Whether you have an agency or an internal team working on your SEO campaign, there are some vital questions that you need to ask, to ensure that the work that you are doing is on the right track.
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SEOmay be changing,butthere isone thingthatremainsasimportantasithaseverbeenandthatiscontent.YouneedtoﬁndoutifyourSEOteamhas:
Goodideasforinteresting,engagingandabove allshareable content.The resource tocreate thiscontent.
Relationshipsthatthey canleverage forthe publishingandsharingofthiscontent.
Anchortextreferstothe wordorphrase thatlinksbacktoyoursite.Historically,many SEOshada policy ofusingwhatisknownas‘exactmatch’anchortext,whichessentially meantthatthe exacttermthatyouwere lookingtorankforwouldbelinked.
Google hasrecently crackeddownonthis,penalisingsiteswitha large numberofexactmatchlinks,soitisnowvitaltoensure thatlinkscome froma variety ofphrases,bothbrandedandgeneric.
Forexample,ASOS’SEOteammightuse the followinganchortextfortheirmen’s shoespage:
Havinglinksfroma variety ofdiﬀerenttypesofwebsite isincreasingly important,soyouneedtoensure thatyourSEOteamisstayingunderthe radarby using