Link Juice and White Hat SEO

Usually you will have one to three primary pages that attract the most search engine hits and site visitors, and you also have one or more web pages that lead to the most business transactions or conversions. The more important a particular web page is, the more link juice you want pointing to it –from both offsite sources and through internal linking (eg. on-site). An Advanced SEO knows the difference between insufficient links, and overdoing links in high volume which is spam.

Link Juice

Link juice is the terminology for passing value and emphasis from one web page to another through web linking. Webmasters need to ensure their content and links are published and designed in order to pass link juice to your most cherished web pages through link attributes such as keyword anchor text, varied anchor text, and a higher volume of hyperlinks as compared to links incoming to less important web pages. This process of designing internal link juice will educate the search engines on which web pages you want to be most important focus for your site. If both you’re unique content and incoming links are good enough, the search engines are likely to reward that web page.

One method to increase the link juice leading into your small business website is to undertake a link building campaign.

Web Page Spidering or Crawling and Algorithms

Web pages are spidered or crawled by bots and evaluated by computer software called algorithms. The objective of an Advanced SEO is to stay in compliance and within guidelines of all major search engines and also serve great web pages to visitors. Since algorithms are non-public documents you need to have a good intuition and feel for what is right.

White Hat SEO

Beyond the algorithms, in some cases your content could be evaluated by a search engine human editor. If your web pages are blatantly and obviously spam they can be manually penalized and knocked down in SERP results or worse. White Hat SEO practices, good copywriting, and good linking practices will avoid the problem of manual penalties. Be sure to keep within the Google webmaster guidelines.

Graphical Images, Alt-tags, & Good SEO Practice

For example with off-page elements using best practice for images, on your web pages make sure to label your image alt-tags accurately and appropriately, and not load your alt-tags with keyword spam. Describe the image or construct a short sentence for the alt tag. Larger images on the page will be seen as more relevant with a higher prominence, as compared to smaller images. For example a large sized header image with appropriate keyword alt tag will deliver prominence and can be good web site design. I try to have several images on a page to make the page more interesting to visitors and to incorporate alt tags and images that are very relevant to the page keyword focus.