Central Perk

luni, 30 ianuarie 2012

Anchor Text Distribution: Avoiding Over Optimization

Posted: 29 Jan 2012 01:33 PM PST

The ‘over optimization’ of anchor text has been coming up a lot recently in conversations that I have been having and has been the subject of a few recent blog posts. For the sake of this post and to quell any arguments stemming from the phrase ‘over optimization’, I am, for this post, defining the term as: building too many links with targeted anchor text such that they a) no longer provides value or b) actually takes away value – basically you’ve built too many targeted links and you’re not seeing your rankings increase.

When I have talked to people about this recently, I have suggested that a 7:3 ratio of non-targeted: targeted anchor text would be a good frame of reference for emulating a ‘normal’ link profile. I got curious about this though and decided to do some research. I looked at product and category pages on ten different websites - these websites are all large national and international brands/ecommerce sites that are well linked to. Between the ten sites I analyzed the anchor text associated with 28 category pages and 31 product pages.

For each of these pages, I downloaded the anchor text report from OSE and looked at whether the ‘Number of Linking Root Domains Containing Anchor Text’ were optimized or not. Specifically, I looked at if the anchor text had the following attributes:

Brand Name - The brand name is the anchor text, e.g. Giant Bicycles
Branded - The brand was included in the anchor text (these did not include anchors that were the brand name), e.g. this cool company, Razoo
Keyword Branded - The anchor text combined a keyword (exact/phrase/partial match) and the Brand Name, e.g. a ton of motorcycle helmets at Dennis Kirk
Exact Match - The anchor text exactly matches a keyword, e.g. Downhill Bike
Phrase - The anchor text contained a keyword phrase or partial match anchor text, e.g. the monthly mountain bike magazine I get
Random - The anchor text does not contain the brand or any keywords (or partial keywords), e.g. this website
URL - There were no actual anchors, it was just a URL, e.g. http://www.malibuboats.com

I chose to only look at the number of domains linking with these anchors as site wides can disproportionately skew these ratios pretty quickly.

Finally, I looked at the sources of the links and did not include pages if it looked like they had links manually built.

Ok, now on to the interesting part.

Targeted vs. Non Targeted Anchors

Across category pages and product pages, I found that 34.6% of links were targeted (targeted anchor text collectively refers to exact match anchors and phrase while non targeted anchor text is everything else).

anchor text distribution

Here is a breakdown of this distribution:

Here is a simpler breakdown, consolidating brand related anchors:

Category Pages

If we take a more in-depth look at category pages, we find some variance from the collective distribution above. The data shows that only 25% of links to category pages are targeted - people are less likely to link with good keywords to your category pages.

Looking at the ‘other’ anchor text distribution, the number of links for branded and URL anchors increase 5% and 7%, respectively. Most of the gain in the branded links were keyword branded links.

Product Page

The product pages show a higher proportion of targeted anchor text, making the targeted and non-targeted distribution roughly equal.

Looking at the distribution of anchors for product pages, we find that there are more links with exact match and phrase match links to product pages than to category pages. Exact match links jumped up about 7% and phrase match jumped up about 4%.

So What Does This Mean

For a lot of people, this means you should probably decrease the amount of targeted links you are building and add in some varying anchor text. It is important to keep in mind that this research, while it was time consuming, is by no means exhaustive, so you shouldn’t take this as fact. That said, I think it gives a pretty good rough estimate of what normal might look like. I like to be a little more conservative so, especially with the product pages, I will probably keep trying to stick to the 7:3 ratio I first mentioned.

If you have been doing a lot of SEO work and are still having trouble ranking, this is a factor that you might want to look at as you may need to start building different anchors to balance out your profile.

The sites sampled spread several industries. Your industry will probably look a little different, as such, you should do your own research and determine what 'normal' looks like for your industry. To do this, just pull the anchor text report from OSE for sites from the SERPs. If all the the pages ranking have a lot of SEO'd links, look at those sites and try to find non optimized pages and use those to help establish your baseline.

To help you do your own analysis, I made a Google Doc that will help you calculate these percentages.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

Hangout with the President

Your Daily Snapshot for
Monday, January 30, 2012

Hangout with the President

Today, President Obama will participate in the first completely virtual interview from the White House to talk about his State of the Union Address. During the live interview, which will be held through a Google+ Hangout, the President will answer questions submitted by people from across the country.

Don't miss your chance to Hangout with the President. Watch live at 5:30 EST on Monday, January 30, 2012, on WhiteHouse.gov/Live, or visit the White House Google+ page.

Seth's Blog : (What you're hoping for) - (What you get)

(What you're hoping for) - (What you get)

This might be the simplest possible explanation of customer satisfaction.

Dissatisfaction occurs when salespeople and marketers tend to try to amplify the first part (what you're promised) while neglecting the second.

The ability to delight and surprise is at the core of every beloved brand (product, politician, teenager...). Overhype and shady promises will undercut that before it even has a chance to get started. Yes, of course you have to make promises to earn attention and trial. The mistake is when you put more effort into the promises and less into what you deliver. Promise a lot but deliver even more.

[One really important amplification: Research shows us that what people remember is far more important than what they experience. What's remembered:

--the peak of the experience (bad or good) and,

--the last part of the experience.

The easiest way to amplify customer satisfaction, then, is to underpromise, then increase the positive peak and make sure it happens near the end of the experience you provide. Easy to say, but rarely done.]

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duminică, 29 ianuarie 2012

Mish's Global Economic Trend Analysis

Hollande Vows to Tax the Rich, Take Pay Cut; Sarkozy Promises German-Style Reforms; Merkel Cannot Save Sarkozy, But She Can Hurt Herself Trying
72% of Irish Want Referendum on Fiscal Treaty; Irish Prime Minister is a Disgrace
Sunday Funnies: Financially Suspicious Minds

Hollande Vows to Tax the Rich, Take Pay Cut; Sarkozy Promises German-Style Reforms; Merkel Cannot Save Sarkozy, But She Can Hurt Herself Trying

Posted: 29 Jan 2012 04:45 PM PST

Politics are heating up in France and Germany as French president Nicolas Sarkozy clings to his political life and German chancellor Angela Merkel is under increasing pressure over more bailouts.

The Financial Times reports Merkel to join Sarkozy on campaign trail

German chancellor Angela Merkel promised to join Nicolas Sarkozy on the campaign trail as the French president took to the airwaves on Sunday to launch a set of German-style structural reforms aimed at seizing the initiative in his uphill re-election attempt.

Ms Merkel's Christian Democrat party said she would "actively support Nicolas Sarkozy with joint appearances in the election campaign in the spring". The announcement caused surprise in Paris as Mr Sarkozy, also of the centre-right, has yet officially to declare his candidacy for the election, which will take place over two rounds on April 22 and May 6.

The pledge by the German leader underscored the close ties she and Mr Sarkozy – together now habitually dubbed "Merkozy" – have built during the eurozone crisis, despite clear tensions between them at times. Ms Merkel pointedly avoided overt backing for David Cameron, the British Conservative party leader, in the 2010 UK general election.

Her intervention represented a clear rebuke to Mr Hollande. He has promised to renegotiate the new "fiscal compact" for the eurozone forged by Ms Merkel and Mr Sarkozy, due to be signed at a European Union summit in Brussels on Monday. He criticised it in his manifesto for lacking any growth stimulus and called for eurobonds and a revised pro-growth role for the European Central Bank, both strongly opposed by Berlin.

Sarkozy Proposes German-Style Reforms

Hoping to give a lift to his faltering campaign, Sarkozy to bring in German-style reforms

French president Nicolas Sarkozy unveiled German-style labour market reforms on Sunday as part of a package of measures aimed at reinvigorating the economy and his re-election prospects, hours after German chancellor Angela Merkel promised to join him on the campaign trail in an unusual show of cross-border support.

He announced a €13bn cut in France's labour costs, which are among the highest in Europe, by reducing social charges on employers. The cut would be funded by an increase from October – well after the election – in value added tax to 21.2 per cent from the current level of 19.6 per cent, plus an extra tax on financial income.

Citing reforms made under former German chancellor Gerhard Schröder, who recently visited Mr Sarkozy, the president also proposed allowing companies more freedom to negotiate flexible working hours and pay levels with local unions – further eroding the significance of France's statutory 35-hour working week. Similar moves in Germany had "created job, jobs and more jobs", Mr Sarkozy said.

He announced the introduction of a long-promised financial transaction tax from August, saying the 0.1 per cent levy would include credit default swaps and "speculative computer trades". France is determined to pioneer a full-blown FTT in the eurozone. "What we want to do is provoke a shock, to show an example," he said.

Mr Sarkozy's determination to push ahead with the shift of some welfare funding to VAT – known in France as "social VAT" – just months before the election was described by one parliamentary deputy from his UMP party as "political suicide".

It has been flatly rejected by Mr Hollande and the president himself specifically ruled out an increase in the general VAT rate as recently as last October.

Will Sarkozy Please Make Up His Mind?

With today's announcement it appears the financial transaction tax is once again on the table. Sarkozy announced it, even to the point of "France Going Alone" if the EU would not approve. Then Sarkozy Dumps Financial Transaction Tax After Pressure From Banks. Now the proposal albeit in a modified form is back on the table.

In my opinion a financial transaction tax is economic insanity. It will reduce liquidity and perhaps cause a market crash.

Indeed all these taxes are economic insanity. Europe is headed into a huge recession. Increasing the VAT is the last thing one should want to do.

Hollande Vows to Raise Taxes for Rich and Banks

Meanwhile socialist challenger François Hollande sings a populous tune and vows to raise taxes for rich and banks.

François Hollande has outlined plans to raise taxes from the country's banks, big companies and higher earners to close the country's budget deficit and fund job creation in his bid to defeat Nicolas Sarkozy in France's presidential election.

In a 60-point manifesto, the opposition Socialist party candidate also pledged to reopen the issue of pension reform, challenging one of the key achievements of Mr Sarkozy's term of office.

The manifesto included a call to renegotiate the new eurozone "fiscal compact", saying its emphasis on austerity aggravated the economic situation. He said the pact and the role of the European Central Bank should be re-shaped to favour growth, and he called for the creation of eurobonds to overcome the sovereign debt crisis.

Mr Hollande proposed finding all of the €29bn additional savings he said had to be made by 2013 through taxes. These would be raised by increasing levies on higher earning individuals, upping taxes on banks and removing a series of tax breaks for big corporations.

"If there are sacrifices to be made, and there will be, then it will be for the wealthiest to make them," Mr Hollande said.

He insisted, however, that although the overall burden of taxes on the French economy would grow to almost 47 per cent of GDP by 2017 from 45 per cent this year, this was exactly in line with the current government's own proposals.

Mr Hollande's manifesto included €20bn of new spending measures, mostly to fund the hiring of 60,000 teachers, tens of thousands of new jobs for young people and support for small and medium-sized businesses.

A poll published yesterday by CSA put Mr Hollande on 31 per cent in the first round of voting, ahead of Mr Sarkozy on 25 per cent, with the socialist taking 60 per cent in a second round runoff against the incumbent.

Presidential Pay Hikes May Sink Sarkozy

Bear in mind that one of the first things Sarkozy did after the 2007 elections was to raise his salary from 100,000 euros to 240,000, a 140% increase. Much voter resentment lingers over that pay raise.

In contrast The Telegraph reports French front-runner pledges to cut his pay by 30 per cent as he aims to become next president

Francois Hollande, the front-runner to become France's next president pledged to cut his and his government's pay by 30 per cent on Sunday, as he hit out at the rich while seeking to dispel niggling doubts he has what it takes to become his country's next leader.

With just three months to go before elections, poll after poll suggests Socialist Mr Hollande will secure a comfortable victory over the unpopular Nicolas Sarkozy, his conservative rival and the incumbent.

Hollande's economic plan does not have to make any sense, and it does not have to be any better than Sarkozy's. Rather, Hollande's plan merely has to resonate with voters. A 20-point lead in second-round polls shows he has done just that.

I do not believe Merkel can save Sarkozy. Moreover and if she doesn't, her political stunt will hurt her own chances down the road.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com
Click Here To Scroll Thru My Recent Post List

72% of Irish Want Referendum on Fiscal Treaty; Irish Prime Minister is a Disgrace

Posted: 29 Jan 2012 10:12 AM PST

Unless it's a "sure thing" the last thing politicians want is a voter referendum. Simply put, politicians never stand for democracy.

What voters want is a different thing: 72% of Irish Want Referendum on Fiscal Treaty

The Irish government faces intense pressure to hold a referendum on the eurozone fiscal treaty after a poll that showed almost three quarters of the public want a vote on the agreement.

In an opinion poll published on Sunday, 72 per cent of people surveyed said the treaty, which would tighten budget rules for the 17 countries sharing the euro, should go to a vote.

Some 40 per cent of the 1,000 people questioned in the Sunday Business Post/Red C poll said they would support the treaty, 36 per cent were opposed and 24 per cent were undecided.

Sinn Féin has threatened to challenge in the Irish Supreme Court any decision not to hold a referendum, a move that could plunge Europe into months of legal uncertainty.

Last week several leftwing groups, including Sinn Féin, the United Left Alliance, the Workers' party, and Eirigi launched a "Campaign Against Austerity Treaty", demanding the government hold a referendum.

Irish Prime Minister is a Disgrace

Enda Kenny, Irish prime minister, says he will only hold a referendum if "legally required".

Here is a bit of history on Kenny. He was swept into office in the wake of the global financial crisis. Voters were overwhelmingly opposed to bank bailouts and tossed out previous prime minister Brian Cowen in a massive landslide. It did not matter.

Kenny treated voters to more of the same. He entered agreements to bail out Eurozone banks, screwing Irish citizens in the process, just as Cowen had done.

Now, 72% of Irish citizens demand a referendum. Furthermore, every EU treaty since 1987 has been put to a vote.

Precedent alone says a referendum is "legally required". More importantly Kenny is "morally obligated" to hold a referendum. However, don't talk to politicians about morals, and don't expect any either.

Enda Kenny is a moral and ethical disgrace.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com
Click Here To Scroll Thru My Recent Post List

Sunday Funnies: Financially Suspicious Minds

Posted: 29 Jan 2012 09:04 AM PST

This Sunday Funnies cartoon is courtesy of Merle Hazard who says "We Can't Go On Together with Suspicious Minds, Because Were Leveraged too Much Baby"

Concept by Merle Hazard, Art by Grey Blackwell. The cartoon also appeared on Jon Shayne's Blog.

Here is a list of Songs and videos by Merle Hazard, not to be confused with Merle Haggarg.

Inflation or Deflation?

Link if video does not play: Inflation or Deflation

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com
Click Here To Scroll Thru My Recent Post List

Seth's Blog : Prepared to fail

Prepared to fail

"We're hoping to succeed; we're okay with failure. We just don't want to land in between."

--David Chang

He's serious. Lots of people say this, but few are willing to put themselves at risk, which destroys the likelihood of success and dramatically increases the chance of in between.

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luni, 30 ianuarie 2012

Anchor Text Distribution: Avoiding Over Optimization

Anchor Text Distribution: Avoiding Over Optimization

Targeted vs. Non Targeted Anchors

Category Pages

Product Page

So What Does This Mean

Hangout with the President

Seth's Blog : (What you're hoping for) - (What you get)

(What you're hoping for) - (What you get)

More Recent Articles

duminică, 29 ianuarie 2012

Mish's Global Economic Trend Analysis

Mish's Global Economic Trend Analysis

Seth's Blog : Prepared to fail

Prepared to fail

More Recent Articles

Pagini

Persoane interesate

Arhivă blog

luni, 30 ianuarie 2012

Targeted vs. Non Targeted Anchors

Category Pages

Product Page

So What Does This Mean

More Recent Articles

duminică, 29 ianuarie 2012

More Recent Articles

Pagini

Persoane interesate

Arhivă blog

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