In another blog entry I wrote on Search Engine Optimization, Joshua Plummer asked if I would note of why it is important to use text in the links to somebody elses site or your own. Specifically, why would you not want to have somebody link to you using only your URL: www.activerain.com ?
Well, let me say this first: any link is great. So, regardless of how it comes, if you can have somebody link to you in any way (unless it is on a website that can't be read by search engines) is a good thing.
But why transform www.activerain.com into Active Rain - A Real Estate Network for Real Estate Professionals?
The Reason: Because the text immediately tells the spiders, bots or whatever you wish to call them what your website is about. It is a way for you to use keywords for your website... outside of your website.
In a way, the reason is similar to NOT using words like "Welcome to..." in your <title> tags. <Title> tags are very important to telling search engines about you. Wasting space with "welcome" doesn't help much.
What Words: Most of use are (what I call) "geo-centric" and "service-centric" business professionals. I.e., we give one or two services and we do them in localized places. Combine that with the understanding of what real people call your services as opposed to what you call them, and apply it to all of your online activity in promoting your business. That is a good general rule.
My Example: On the internet, I am not "Nickelsen Home Inspections" I am, to give one example "Home Inspections - Inspector in Vancouver Washington, Clark County". Once people get to my site they can find out the rest, but for getting them there I use geo-centric and service-centric wording (note: you are forcing me to teach my local competition how I conduct online marketing... shame on you!)
Full Circle: So, you want people to use those words in the links to you. Avoid words that may be correct but are largely unknown to most consumers. For instance, use "agent" instead of "broker" or the billion other terms you often give yourselves. ;) All it does is confuse people, it doesn't raise their expectations of you. :)
Some Examples:
"Denver Colorado Homes For Sale - Kristal Kraft, Your Real Estate Agent for Life in Denver Colorado"
The search engine knows what you do, who you are, and where you do it. Good. Forget how long it is. Just do it.
"Home Buyer's Specialist - Realtor, Real Estate Agent - Battle Ground, Washington, Clark County"
"Miami Florida Real Estate Agent"
Short and sweet, works fine.
Also, mix it up... don't always use the same ones.
Questions?
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