Today I would like to demonstrate how blogging can increase the search ranking of certain pages within your website. One of the features of your resort might be that it has a unique location for example it is situated within walking distance from the local convention centre. This is a location that sets your resort apart from your competitors and is a feature that guests are searching for. I will assume you have a dedicated page of content on your website selling this location.
Linking to relevant pages within your blog article.
Linking to relevant pages within your website is generally accepted and can be a great time saver for your readers. Not only will these links drive more traffic to these pages from your readers but it also has a major impact on building search engine page authority for those pages selling your unique location.
Page authority is determined by the number and quality of inbound links pointing back to it. Leading search marketing firms believe that approximately 75% of how your page ranks compared to your competitors’ pages for the same keyword is weighted by the authority that the page has. Imagine that based on the number and quality of inbound links, to a particular page on your website, the page has a score of 100 points. If you then added 1 link from that page to another page, either on your website or an external website, you would pass all the authority in terms of the quality of that link. Adding more links to the page will simply dilute the authority passed on, for example if the page had 10 outbound links then each link would receive 10% of the page authority (100/10=10).
The idea is to build your page authority by increasing the number of quality inbound links to these pages selling your unique location.
To do this properly, it’s important to understand how to build good links using the correct Anchor Text.
Anchor Text are the keywords used within the link to give search engines an understanding of what content it is being linked to. In order for search engines to understand the content and give value to those words, the Anchor Text needs to be used correctly.
For example, if the page selling your unique location was optimised around the keyword phrase “within walking distance gold coast convention centre” then the anchor text for that link should include that keyword phrase. Many website developers make the mistake of using “click here” or similar variations as the anchor text that do nothing to explain the content of the page being linked to.
The content management system used to manage the content on your website should include the ability to set the Anchor Text when inserting links. Please see this video on how to insert an Anchor Text when adding a link using the eTourism Content Management System.