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All right everyone, Greg here again. We went through the history of anchor text and URL, and how they've evolved the anchor text and URL optimization. Now I want to go into some things to consider, and some general stuff that I noticed because it'll help you get a better understanding even more of what's working now. I'm going to start going into actually some live examples here, and then we'll get into total examples in the next video. One thing you have to consider is, I talked about percentages in the last video. I gave guesses of what they were allowing. Four years ago they were allowing about 90% for EMD's. Of course those numbers aren't exact, but they're pretty close guesses to what they ... For a medium competition site of what they would allow.

Here's something to consider. The length of the domain name and the amount of searches the keyword gets makes a difference to how much anchor text you can use with that keyword. It makes a difference to how much optimization you can get away with. Let me give you an example here. If you had an EMD, waystoloseweightforwomenover40.com, that's how many words? One, two, three, four, five, six, seven, eight words. Well, seven words and one number, and then money.com, these are two totally different sites. This money gets a ton of searches. It probably gets a million searches a month, something like that, whereas this might get a few searches a month. It's also very long. This opposed to this, it's very different so the anchor text that you can get away with for these two sites is totally different.

The reason for that is, first let's say each of these sites has one hundred links, so one hundred links and each has 50% EMD keyword. That means this site has one hundred links and fifty of those links say ways to lose weight for women over forty. Let's actually say 30%. Thirty out of the one hundred links say ways to lose weight for women over forty. For the money.com site, thirty of the hundred links say money. Now what's going to happen is this site right here is almost definitely going to receive a penalty. Why? The chances of thirty out of one hundred people having that exact anchor text being this long is very very slim, because not that many people search for that and it's not a big keyword, so the chances of that happening are slim to none. Google considers this, and they would slap you. You would get penalized, whereas if thirty out of your hundred keywords for this site were money, you might not get penalized for that because money is such a huge keyword.

The chances of that happening are much greater, because money is such a largely searched keyword that thirty out of one hundred people saying just money, opposed to the exact phrase "Ways to lose weight for women over forty," this happening is so much greater than the chances of this happening that you might not get penalized for this one because it's such a huge keyword. This is the general type rules I'm talking about. This is one of those things you have to consider is, how big is the keyword? The bigger the keyword, or the shorter, like if it's a short domain name with a big keyword, or if it's a long domain name with a bunch of keywords, this is much more likely to get hit with over optimization. This is much less likely to get hit. For EMD's you have to consider that when you're doing your anchor text. How big is this keyword, how likely would it be being used this many times, and that's something that you have to consider.

It's very important, not a lot of people know that, but it makes sense and that's what I've seen with a lot of my sites is, sites that I used to have like this, they got totally smashed because of the way that I did my anchor text. I didn't have any sites that were like this obviously, but sites that were closer to this with the same anchor text ratios as this site did not get hit, because it contains a keyword that is much bigger and is much more likely to get used 10% of the time or 20% of the time. Even if you use this keyword like ten out of one hundred links, you're going to get smacked. It's such a long keyword the chances of ten out of one hundred people using that exact phrase are still slim to none. Consider how long your domain name is and how likely the keyword in your EMD is likely to get hit. Even though this is for EMD's, I want you to just understand that this is how Google works.

This is the way they look at things. How likely is it that someone will use this exact phrase thirty out of one hundred links? Slim to none. We're going to slap them, because that will probably never happen naturally, and they're looking for natural. It's very important to understand. That also carries over to inner URL's. Now, when the keyword is in the domain name, it's more likely to get hit with over optimization than it is for an inner URL, but the same rules go for an inner URL, just with not as strict over optimization penalties. You can get away with a little more for an inner URL than you can if it's your actual domain name. If it's in your domain name it's more strict, because the domain name is more powerful than the inner URL. Let's say we had just to make sure you know what I'm talking about here, gregslate.com again, and then we had slash ways to lose weight for women over forty.

This is a more powerful site. It's more powerful to have your keywords in the domain name. I would never recommend having an EMD this long by the way, or any domain name this long. There's no point in it. The point is, the keywords in the domain name is more powerful than the keywords in the inner URL, but at the same time, the keywords in the domain name get more strict over optimization rules than the inner URL. This is more powerful but you have to be more careful, whereas this is a little less powerful, but you don't have to be as careful. You still have to be careful, but not as careful. Those are a couple rules. Let's keep moving on here. URL + anchor = your overall optimization. For the most part, it's like 99.5%. They consider title, and how many times your keywords are in your content, and all that stuff, but the main optimization factor is URL + anchor text.

I'm going to give an example here. For [delawareseo 00:07:21].org, now this is an older site and I wouldn't do this anymore. There's a page called Delaware SEO Expert. As we saw when I searched for this, Delaware SEO Expert is actually the second result, because I have a link going here. Let's go back here. Again, I would never actually repeat Delaware SEO in the URL once it's already in the domain name anymore. The reason that I got away with this is because there's only one link onto this page, and I believe the link was experts as the anchor text. Since URL and anchor text equals optimization, there wasn't enough combination there for an over optimization penalty. What I mean by that, the actual example for this site was a much larger searched location SEO phrase. For example, let's say Houston is a huge city, so let's say it was houstonseo.org. If I had houstonseo.org and then Houston SEO Expert, in order to rank this page right here I'm going to need at least five links I would say, for Houston SEO, because it's a much larger city, so it's a lot more competition.

I'm going to have to put in anchor text in there that's Houston SEO, Houston SEO Expert, SEO Expert in Houston. The more links that I have coming in, the more anchor text with Houston SEO in it, it makes a greater combination of Houston SEO in the domain name, in the inner URL, plus in the anchor text, whereas I'm going to get hit. There's a real site that I own that's more competit8ive like Houston SEO. Let's actually change this to Houston so you get a better idea. We had a page on the houstonseo.org website. Again, not a real website, not our website, but the competition is pretty much exact to our real site. We had a page called Houston Web Design. The links going to that page, I probably had five links going to the page or so, and it was Houston web design, Houston website design, web design in Houston, Houston TX web design, stuff like that, and there was about five links.

When Google looked at this they combined what's in the URL and then what's in the anchor text, and they had an overall score of that's over optimized, penalized, the site moved down. I saw this with my data, and what I did was I did a 301 redirect, and I just renamed this page to just Web Design. Instead of repeating Houston again which is already in the domain name, I took it out of the inner URL, just renamed it Web Design, and then when I did the redirect and they looked at it again, the overall score dropped in the optimization because Houston was already in here twice. That was really hurting my over optimization. Whereas in this one I can get away with it, because I only have one link. They can't really determine over optimization off one link, because the chances of somebody sending us a link with just expert, even if I did Delaware SEO Expert I probably would have got away with it because it's just one link.

They can't really determine over optimization off that, whereas in this example, I have Houston twice in the URL, and then I have Houston in every single anchor text, they're saying, "Okay that's just too much. We're penalizing him." I saw this with my data, so what I did again, I 301'd this page over to this page, and when they reevaluated it since Houston's only in here once now, they're saying, "Okay, that's possible. This is not over optimized," And my rankings rose right back up. What I'm trying to have you get out of this is that URL and anchor text combine for your overall optimization score, and that's very important to understand. When you have your keywords in your domain name, try not to repeat them in the inner URL's. There's certain circumstances where you can, and let's do an example here. If I have themoneymasters.com or something like that, and then I want to do a page on how to make money online, we have money in the domain name but it's okay to repeat it in here because again, it's such a big keyword, and it just makes sense to repeat it.

Now you could use cash here, but I don't think that sounds right, and I think money is more natural, but it's okay to repeat this one because it's such a big keyword, and it's only one of the keywords you're repeating. Whereas if you're doing, let's say we got ... Let's say if you had howtomakemoneyonline.com, and then you want to do a page on how to make money with blogging, you just want to name this blogging. What you do not want to do is howtomakemoneyonline.com/how to make money online with blogging. That is unnecessary to do, because people already know your site is about how to make money online. All you've got to really do, your site's already about making money online, so you just do each topic here. You do not want to repeat how to make money online in this example, because this is such a long topic, repeating that twice is really going to hurt you. Here's another good demonstration as to how anchor texting and URL optimization works, like the combination to.

If you do it this way, you can use your keywords in your anchor text a whole lot more than you could if you did this way. This way won't get you penalized right away, but what it does is it sets you up for failure because it allows you very little wiggle room to use how to make money online in your anchor text. Hopefully that kicks in, because anchor text is very powerful for increasing your ranks, as all of us know. If we can't have how to make money online in our anchor text that much, it's going to be very hard for us to rank. URL's of course help us rank, and it helps identify what it's about, but the anchor text is like the main push in the end. If we use this version, then we have a lot more wiggle room to use how to make money online in our anchor text, because we don't have it twice in our URL. If we have it twice here, especially a keyword this long, we have very, very little wiggle room.

Again, these are some general things that I wanted to discuss. How big your keyword is as your EMD or your inner page matters to how much anchor text you can get away with. Just think about that when you're doing your anchor text and figuring which anchors you're going to use. I'm going to go over specific anchor texts and examples in the next video so you'll get a better idea. Just know that how long the keyword is matters, and how many people search for it matters as to what percentage you can get away with. The next thing is I would not repeat most keywords on the inner URL. Even though this site's ranking, remember that it's ranking because there's only one link onto that page with the keyword, I think I did expert or something, something like that. Whereas if this site was more competitive like the Houston SEO one, and then I did Houston SEO Expert, I would need more links to do that because it's more competitive, and I would have to have Houston SEO in it to help identify it more, and I would end up getting over optimization.

As in this example here, just repeat the topic, because people already know this site's about Houston. It's Houston SEO, so it's going to be all about Houston SEO. If we have a page on web design, just name it web design. Do not repeat Houston in there again, because that's going to give you very little wiggle room for what you can use as far as keywords in your anchor text. Then of course you can repeat keywords on the inner URL, but just be careful how you do it. In this example, money is such a big keyword that it's fine to do here, because we're not really repeating any of these other words here, and money's such a big keyword, and this is also long, that it's okay to use it again. There is certain cases like that where it's okay to repeat keywords, but for the most part be very careful of it.

In this example here when you have a keyword this long as your domain name, like an EMD, I would never repeat something that long on the inner URL. If you're doing it about how to make money online blogging, just /blogging. Again, very little wiggle room here compared to here, as far as anchor text. You'll start seeing exactly how I do my anchor text in the next video, and this will start making even more sense. These videos are like a progression, a basic history, and then in this video I'm giving you general rules to follow, and making sure you understand that URL + anchor text = most of your optimization score. That's very important. Again, URL + anchor text = your optimization score. I should put score here. Very, very important to understand. Again, in the next video we will start talking about real examples, real sites, and examples based off real sites, I'll just change the site name. That will give you a very good understanding of everything, and this will all start coming together if it's not already. Hope you enjoyed this video. See you in the next one.