Webmasters might consider giving up link-building as Google continues to change ranking algorithms, but Cyrus Shepard believes that's not the answer to the evolution of search ranking optimization. He
reminds marketers that search engines collect data through links to better understand Web site content and how to value it, which helps make the most of links. Shepard takes us through tips for
optimizing content based on exact match and partial match anchor text for specific terms, as well as other contributing signals such as context, placement and relevance.
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