March 2012
Beginner
713 pages
24h 48m
English
Content preview from The Art of SEO, 2nd EditionBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 7. Creating Link-Worthy Content and Link Marketing
One way to think about on-page SEO is that it is like obtaining admission to an event in which you are competing. It has no bearing on how you do within the competition itself, but you don’t get to play in the game without it. If this analogy is true, then what is it that does drive your success in the competition (i.e., high rankings in the SERPs)? In today’s search environment, the main driving factors are inbound links, social signals, and user engagement with your content.
Links remain the single largest factor in determining search rankings. Links also have a multidimensional impact. For example, the strength of a site’s inbound links determines how frequently and how deeply that site is crawled.
In addition, each link’s context (its location within the page, anchor text, surrounding text, etc.) is taken into account when determining the relevance of the link. And links can convey trust, helping to overcome potential spam designations (which can torpedo a site’s SEO success).
Link building is the practice of actively marketing your site with the intent to obtain links from other sites. There are two critical points to remember regarding link building:
Link building is a fundamental part of SEO. Unless you have an enormously powerful brand (one that attracts links without effort), you will fail without it.
Link building should never stop. It is an ongoing part of marketing your website.
However, search ranking algorithms are ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.