What will my Website rank for?

A webpage that has 1 million legitimate links pointing to it, is going to rank very highly.

The question still remains what will it rank for. The answer is determined both by the webpage itself and the links pointing at it.

Webpage

As we’ve talked about in our On-site optimization review, the content on the webpage is extremely important for determining what the webpage itself will rank for. Despite having 1 million links pointing at the page, if the page content is focused around terms related to a laundromat, it would make no sense to have it rank for a search around zoo animals.

This is why it is so important for website owners to pay attention to the content on the page and to ensure that the page title and meta description have been optimized around the types of searches they wish the page to rank for. A webpages with one million good links, that has a page title of “Best Laundry Delivery Service in Norfolk County” and a meta description that includes similar text, is going to rank extremely high for a search on “best laundry service in norfolk county”. As the search engines have continually worked to get better at understanding content, it will also rank very well for “laundry service, norfolk county” and other related terms.

The content on the webpage itself is the primary driver of what the webpage will rank for in the search engine results, which is why we always stress on-site optimization before off-site optimization.

Links

The actual links or “votes” themselves also play a part in determining which results a webpage will show up on, and have the ability to improve rankings on specific terms.

In our example we are talking about a webpage with one million natural links pointing at it. However what we have not talked about is the link itself. There are multiple parts to a link, the two most important are the page it will direct users to (URL), and the text the link accompanies (Anchor text).

http://broadeyesolutions.com/

Broad Eye Solutions

Search Engine Optimization

If an individual were to click on any of the links above, they would be directed to the same webpage at http://broadeyesolutions.com. As a result all of these links have the same URL, however they all have different anchor text. For the first link it is the URL itself, for the second it is the name of the company (Broad Eye Solutions), and for the third it is one of the things the company does (Search Engine Optimization).

From the eyes of the search engine the URL is the vote for the webpage, the anchor text describes what the vote is for. With the 3 examples above, the search engines read the first as a vote for the webpage (and the content on that webpage) and any searches for “http://broadeyesolutions.com”, in the second it is a vote for the webpage as well as any searches for “Broad Eye Solutions”, and in the third it is a vote for the webpage and any searches for “Search Engine Optimization”.

Even if the webpage itself has no content on it at all about “search engine optimization”, the search engines have a record of a vote being cast saying that this webpage is a resource for “search engine optimization”. Depending on the number of votes that the webpage receives that include those terms, it is entirely possible that the webpage will rank for that term, even if the term itself isn’t found on the webpage.

Webpages that receive links/votes with anchor text related or matching the title/meta description/content on the page, represent the ideal candidate in search engine elections and have the highest probability of ranking for those search terms.