Google is the main search engine that website owners and SEOs concentrate
their optimisation efforts on. This is because they have a significant market
share, in the UK and for worldwide search figures, and ranking well in Google
for your most relevant and targeted keywords can mean masses of highly targeted
traffic to a website. In fact, in June of this year, Google was used to conduct
75% of the 3.9 billion searches that UK web users conducted. While the other
major search engines shouldn’t be completely ignored Google is the big one
that demands the most efforts.

Search Engine Algorithms

Search engine algorithms change regularly, and the search engines never give
away exact details of any of their releases in order to prevent pages being
manipulated too heavily that they only appeal to the spiders. With that said,
professional SEO services know of what it takes to rank well in Google and
they know the secrets to getting these results quickly, effectively, and ethically.

Link Profiles

The biggest and most influential factor in Google search indexing is the link
profile. This is essentially a measure of the number and quality of inbound
links that point to a particular page. The more links and the greater the quality
of these links, the better ranked a page is likely to become. While on page
optimisation will help identify the most relevant keywords and can also help
generate excellent long tail search results, it’s the link profile of a page
that will ultimately determine its success for competitive keywords.

Relevance

Link relevance is essential. This means that a link should not only come from
a page on a similar topic but that the keyword used in the anchor text should
be a main keyword or semantically related keyword. The more relevant the link,
the more favourably Google will view it and the better this will serve your
web page.

Variation

As well as relevance Google will attempt to determine whether the link was
gained organically or artificially. Reciprocal links still offer great value
with some search engines (for now, at least) and used to work well with Google
but they have been largely devalued as an indication of how popular a page
is. Similarly, site wide links will only truly give the value of one single
link. To a degree this is also true of links from pages with the same class
C IP address. So, as well as considering relevance, it’s important to check
that there is good variation in the links a site receives.

SEO For Google And Links

Google has long considered links to be a sign of how beneficial a web page
is. The principle is that the more high quality links a page has, the more
authoritative and therefore beneficial that page is. Organic links from relevant
but varied pages will help build a strong and very powerful link profile that
will see a web page climb the rankings and receive more and more targeted traffic
from Google. Considering the massive market share that Google has, this makes
linking one of the most important parts of an SEO service.

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