Keyword Optimisation you already know about (writing an article with the keyword phrase appearing 2-5% of the time). Wealthy Affiliate covers everything you need to know about Keyword Optimization in incredible detail so we won't go into this at all.
The second thing that builds Keyword Authority, is the relevance of backlinks. Links pointing to your web page that are relevant to the contents of your web page will give you more Keyword Authority than a link that does not relate to the contents of your web page at all.
If for example you had a link to your web page from a site about Bananas, and your site was advertising Car Tires, then the relevance of the link from the Banana site wouldn't be much at all. Therefore you would obtain some Page Rank from the link, but perhaps little or no Keyword Authority from the link. Remember, irrelevant links may help with Page Rank, but not with Keyword Authority.
So how is it determined whether or not a backlink is "relevant" for the purposes of increasing Keyword Authority? It's determined by three main things -
1. The Keyword Authority of the linking Website, 2. The Keyword Optimization of the linking Web Page, and 3. The Anchor Text of the link.
Don't worry, I shall explain all three.
1. The Keyword Authority of the linking website
As given in the previous example, if you have a link from a site about Bananas and you were advertising Car Tires, the link would not give you much, if any, Keyword Authority. This is because the site about Bananas has nothing to do with Car Tires, and therefore Google will recognize that the site is not "authoritative" in any way about Car Tires. If however you received a link from Bridgestone Tires, this link would be incredibly relevant and would give you much more Keyword Authority for Car Tires than the Banana site would.
2. The Keyword Optimization of the linking Web Page
How relevant the actual web page that contains the link to your web page is, will also contribute to your Keyword Authority. If a web page is heavily optimized around the keyword phrase "Bald Car Tires", then the web page will give you greater Keyword Authority for "Bald Car Tires". If however it is optimized around the keyword "Buy Car Tires" then you'll receive greater Keyword Authority for that phrase instead.
Once again, Keyword Optimization is not be confused with Keyword Authority. Keyword Optimization can result in Keyword Authority, but it alone does not determine Keyword Authority.
3. The Anchor Text of the link
Anchor text is one of the simplest but most important things to understand in Bum Marketing. Anchor text is simply the text that is highlighted as the link to a website.That's all it is.
A very common mistake that newbie Internet Marketers make is that they will try and get links from sites in the format of http://www.mysite.com. This will give you Keyword Authority under the keyword phrase of "http://www.mysite.com". What terrible Keyword Authority that is! Who's going to type your exact website domain or web page into Google? No one!
If however you created a link that looked like the following - Buy Cheap Car Tires Today, then Google would see that the link text is directly relevant to your sites contents, and will thus give you Keyword Authority under the phrase of "Buy Cheap Car Tires Today". So how do you create a link in HTML containing a keyword phrase as opposed to the actual URL of the link? You simply amend the anchor text, as follows -(excuse the image files, it's the only way I could insert HTML)
This is a good link that will give you Keyword Authority under a specific Keyword Phrase .
You don't want a link like this:
As you can see, your website is already being listed within the "a href" tag. There's no need to then go on and insert the same website in the actual anchor text, as this has nothing to do with where the link will point.
Obtaining the Best Keyword Authority
So for the best Keyword Authority, you'll want to have a link from another web site that fits into the same category as the topic you're discussing on your web page. You'll want the link to come from a web page on that website that contains optimized content for the keyword phrase you hope to gain Keyword Authority under. Lastly, you'll want the actual link itself to be in the form of the keyword phrase, perhaps with a few words added to it so that it doesn't look too obvious.
But what happens if a site contains only one of the above three things, or only two of them? That's fine too, it just means you won't gain as much Keyword Authority as a site that contains all three relevant things. If however you received a good anchor text link from an irrelevant site with a high Page Rank, it would usually give you more Keyword Authority as opposed to receiving a link from a highly targeted site that had all of the above three things, but had little or no Page Rank.
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