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These are a few important points to consider before approaching off-page SEO through link building. Link building is not something that can or should be achieved over night; it’s an on-going process that takes time. As mentioned before, most of the time it’s something that’s out of your direct control but there are certain tactics that SEO engineers can do to increase the possibilities of having other sites link to yours. Before covering the basics of link-building, there are a few important factors that need to be discussed in order to understand the importance of links Google’s ranking algorithm. As discussed in Section 2.3, the founders of Google published their research paper in 1997 called “The Anatomy of a Large-Scale Hypertextual Web Search Engine.” In the paper, they presented their “prototype of a large-scale search engine” which eventually evolved into Google’s present day search engine. The Google founders described the importance of hyperlinks and the text within the link. They explained that “the text of links is treated in a special way” [22] in Google’s ranking algorithm; they “associate it with the page the link points to. This has several advantages. First, anchors often provide more accurate descriptions of web pages than the pages themselves” [22]. You can see that links and the text that appears in the hyperlink occupied an important role in the development of the search engine and its ranking algorithm; this was at the heart of how its algorithm ranked pages and the importance it placed on links. It is therefore crucial to remember that links and the text associated with it is very important; this will play a critical role on how you approach the link building process. Also, you will see that link building is more of an art than a science. 4.6.2 Importance of backlinks As discussed, Google’s ranking algorithm places high importance on the anchor text; it’s “one of the strongest signals the engines use in rankings. If dozens of links point to a page with the right keywords, that page has a very good probability of ranking well for the targeted phrase that appears in the anchor text” [61]. You can see the effects of this in Figure 4.51; I performed a Google search for the keyword “click here.” Notice how the page for Adobe Reader appeared in the No. 1 position in the search results. The reason Adobe achieves high rankings is because millions of people commonly use the anchor text “click here” on their websites and link to the page where Adobe 94PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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