South Florida Web Marketing Blog

For years I have heard people say “buy links for your competitor and report them”, if it was really that easy and I’m guessing not illegal then we would all be doing it, wouldn’t we ?

Sometimes I sit at home at night and pretend I’m the Head of Google’s Spam Team, only I drink wine and not Sprite , and what would I do with competitor bowling and buying links in general, so here is what I think I would do.

a) Assemble a crack team of Googlers ( I guessing the real head of spam did this ), and create a list of guidelines to send out to 50,000 work at home raters and look for patterns. Things like bad content, over affiliated sites or sites just hitting out of their league, (say a 3 page site ranking top 10 for insurance or loans), sites that shouldn’t be in the top 10. The metrics are truly endless when you start looking into this, you only have to find a few positive signals, is this site is buying links and a quick hand review from any expert  spam team or seo and they can tell.

So now I have a small section of sites that are seen to be are Selling links and all I need to do is collect all the sites that have out going SEO links and I have my maybe list of link buyers. Then all I need to do is find any correlation appearing on other sites (now my sellers list) and pretty soon I will find the networks.

Not all sites that sell links realise what they are actually doing. I have found many link placements for SEO value in sponsoring clubs and user groups or in paid offline advertising that’s going to get republished. I guess my job as an SEO was to gain some leverage. My new head of spam roll would have to work out was the site Guilty or Not. I mean it could have been a hacked site or a dodgy WP Theme so we have 2 categories ( most probably 100′s but this example is 2 )

1) Low quality sites, Content spun, or Made For Links. Mark for future removal from the index, collect buyers URLs and keep fishing

2) Decent sites, with good content. Reduce the PR as a warning. Site may be hacked or if any dodgy stuff onpage send a WMT warning to try to help get them to clean up, then revisit. If not cleaned up and SEO links still appear move into the Cat 1 list.

Now I have my quota of sites buying links and selling links. I take my spam team out for dinner and tell them to get an early night because we are going to start our “shock and awe” attack on the SEO link buying industry.

It’s simple and so easy..

1) Remove high % of the cat 1 sites and networks. We need to let webmasters know that this is big, really big

2) Send out unnatural links warnings, the selling ones, and monitor what the reaction is, best guess that any Cat 2′s will clean up and react by removing links that have been sold.

3) STOP any networks on the hit lists passing equity so they can’t be used for evil

4) Send out unnatural link warnings saying you have been buying links, but lets go crazy and send out to the 50/50′s and the ones we found years ago and wait for the reaction.

Some link networks got burnt but there are 10′s of 1,000′s of networks, some sites picked up ranking hits, but what really happened is that 700,000 email warnings were sent. Even if only 20% ( I bet it was more) that’s  140,000 webmasters and SEO agencies starting re-inclusion requests, giving Google the biggest confirmed link buying database ever. Now you start the whole process over again. I think wave 2 has started, I’m guessing it will finish this weekend .. wave 3 in another 4 -5 weeks.

So back to why Toxic Links can’t hurt your site. I honestly believe that once a network is marked it’s done so even if you buy links on what looks like an OK network you won’t get equity but you wont get a future penalty either, the network is just done. If you add links to an already burnt network (well what fool would do that) you’re really saying that I’m buying links for my competitors, wonder how many ways Google could track you down

Honestly that’s the million dollar question, if you have received a warning you are going have to remove everything, go overboard even, stuff you know wasn’t bought get it nofollowed or removed. Let’s face facts that link on that awesome site that covered your product  may have originally looked fine, but if they have been selling links that you didn’t know about you will never convince a Googler that you didn’t pay to place, also don’t be surprised if it’s going to cost you to get the links removed I have seen some reports of link removals costing more than the link placements.

Sometimes you are going to have to bite the bullet and face the fact it’s over, all that work you have done is gone ( 301′ing is still working for now so none branded sites have an out but that hole will be fixed and I feel the pain will be worse than what we are seeing now). Branded sites be honest with Google, pull everything you can, anything you can’t get removed have a reason for.

I have heard many rumors all unconfirmed btw

People had the WMT warning did nothing, nothing bad happened

People lost rankings but didn’t get the warning

People lost rankings, got the warning, built more links, everything good again

People got the warning nothing bad happened until re-inclusion then lost everything

But also remember that its only the owner of the WMT account that gets the warning, and even though Google has sent out a ton of warnings there are still a huge amount of people who don’t have WMT installed. All I know is that times are changing and it needed to happen to get the industry straightened out. We’re surprised at the number of companies approaching us who are asking for help getting back in which really helps understand the causes and remedies by being able to access so much data from different industry sectors.

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Article source: http://www.davidnaylor.co.uk/detected-unnatural-links.html

Spring has sprung. The birds are in the trees, the heavy winter clothes are gone. People are up in their attics or out in their garages piling up their old unwanted junk to sell to their neighbors and to make room for the new junk that they’ll be buying from their neighbors.

Why not take this time to take a fresh look at your site and the success of your marketing efforts?

Sometimes you can be so deep into the inner workings of your site that you can forget some of the smaller items that you looked at 18 months ago and decided to fix “later,” and sometimes you just don’t notice the little things that have crept in over time.

Search Yourself

For example, when was the last time you actually did some searches for your key terms? Do you see what you expect?

Not a great advertisement for the official site for the top league in the top sport in the UK. Now, Hull were relegated from the Premier League several seasons ago, and the page currently throws up errors when you visit it, so it’s obviously not as well maintained as the pages for those teams that are actively in the Premier League.

However, it still ranks for the key term “Hull City”, and based on the promotion/relegation system in place they may make it back there in the near future, so there’s no need to remove it (a 302 may perhaps be an option, but 3-50 years may be too long to realistically have one in place). That said, the errors on the page and in the description need to be fixed (indeed between writing and publication the description has been corrected, although the on page errors remain).

What about for your actual brand terms? Are your sitelinks still relevant? Has some minor page incorrectly surfaced in the sitelinks? Or has something more sinister happened?

Instant Issues

How about the suggestions in Google Instant? What’s showing up around your brand? Is it something that you maybe need to address? I have to say that I was concerned when I did a search for a hotel I was planning on staying at in NYC and saw the following.

That made me look closer at the results for that search to see whether I really wanted to stay there. The results all stated that there wasn’t a problem at that hotel, and after staying there I have to concur. But one wonders how much business the hotel potentially lost due to that suggestion being displayed so prominently for the time it was.

What could/should they have done? Perhaps a PPC campaign targeted to that specific phrase that went to a bed bugs and the hotel landing page that showed some certification or a clean bill of health from a regulatory body would have been enough to assuage any waverers concerned with the suggested search term.

Eat Your Own Dog Food

When was the last time you went through your purchase process or your registration process from beginning to end? In other words: Do you regularly consume your own products? Or are you waiting on users, or perhaps a drop in sales figures to inform you of issues?

Inspect Yourself Regularly

When was the last time you re-audited your site from top to bottom? Because you fixed things a year ago, do you assume that they’re still fixed now? That no developer has removed something that you put in place because they weren’t aware of its value? Do you re-evaluate your templates? Are you keeping on top of your broken links and redirection errors?

Online marketing is by no means a ‘set it and forget it’ endeavor. The landscape is one of shifting sands that requires a steady hand to ensure that the strategic foundations remain sound.

While it’s great to be able to focus on new and exciting projects to expand your reach, just remember every now and again to lift your head up, and take a look around to see what junk you’ve accumulated that you can get rid of now.

SES Toronto 2012 is June 11-13. Register before May 11 and save up to $300!

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Article source: http://searchenginewatch.com/article/2166887/Spring-Cleaning-Your-Website

Is your website hurting because of over optimization? It’s a question every SEO faces at one time or another. Over optimization penalties have been around for awhile, but Matt Cutts recently announced Google will soon crack down harder on sites that take SEO too the extremes. How do you know when you’ve gone to far? In this week’s Whiteboard Friday, we explore what happens when certain SEO techniques stop delivering value, and when you should switch your strategy to more productive activities.

Video Transcription

Howdy, SEOmoz. Welcome to another edition of Whiteboard Friday. My name is Cyrus. I’m an associate here at the world-famous SEOmoz, coming to you from the Death Star Studios. Have you ever seen the Death Star Studios? I’ll put a picture in the post below. Not as cool as Rand’s personal bat cave, which only five people have ever seen, but it’s still pretty cool.

Today I want to talk about over-optimization. I spend a lot of time in the SEOmoz QA. I see a lot of people asking questions which indicate that when you’re beginning your SEO, you have a tendency to maybe take the optimization a little too far. This is becoming really important today. If you’ve been doing SEO a while, you’ve seen over-optimization penalties sort of creep into the algorithm over the past couple of years. Two weeks ago Google announced, through Matt Cutts, he kind of let it slip in a conference that Google was going to start cracking down even harder on overly-optimized sites, sites that use SEO a little too much in an effort to sort of level the playing field. So this is what I want to talk about.

When you’re just getting started in SEO, and we’ve all been there, we’ve all done this in every one of our – at least once – to any website. You’re starting off, and let’s say this is your Google Analytics and this is your traffic, and you start learning SEO. You start optimizing the title tags. You fix your 404 errors, and your traffic starts increasing. Then you start getting into more nitty-gritty. You get your canonical tags just right, you decrease your overly long URLs, and after a time, your traffic instead of increasing, it starts to level off. Your ROI, your return on investment for the optimization that you’re putting in sort of tends to taper, and you’re not getting these dramatic results anymore.

When you’re just starting out, I believe there is a huge dividing line between the beginner SEO and the intermediate SEO, and that line is found right here. When you start reaching those diminishing returns on investment, the beginner SEO will just keep pounding away at it. They’ll just keep optimizing and optimizing and optimizing, and they get a little bump in their traffic or a little decrease and it fuels them like a slot machine, like they’re winning or they’re losing. They just keep playing that game without creating any new value to their website. A lot of times you hear from beginner SEOs that, “Oh, you know, I don’t want to create new content because it’s a small gardening site for my local gardener, and there’s not really much content to create, and I can’t build links because no one wants to link to my content. So I’m just going to keep playing with the title tags to try to fool the search engines into sending more traffic.”

But today with these over-optimization penalties on the way and the fact that these tactics not only are low ROI, but the penalties can make them negative ROI, that by over-optimizing, you’re actually going to see a decrease in your traffic. We’ve seen these for a while, a lot that we are familiar with and a lot that we can guess at.

One of the most common over-optimization techniques that you want to avoid obviously is keyword stuffing. There are a lot of places that you can stuff your keywords that we are familiar with, in the text of the body, in the images, in the navigation links. There are three in particular that we see that Google seems to pay a lot of attention to when done in combination, and that’s the title tag, the URL, and inbound anchor text. When all three of those are at harmony with each other on a really over-optimized basis, we tend to see a decrease in rankings. That’s just from personal experience, not scientifically based by any means. But in this example, if your title tag exactly matches your URL and you have a huge amount of inbound anchor text, say 80% of your anchor text also matches those two things, you’re probably over-optimized. You’re probably doing a little too much SEO to that site, and it does not look natural.

The other areas of over-optimization that you want to avoid are your linked profiles. We’ve particularly seen this in the past few weeks with Google cracking down on linked networks, low quality links. They announced that they are going to be devaluing more administrative links. By administrative links, we mean sites that are related to each other. So if you own a network of 50 sites and you’re interlinking all of those to each other, the value that you are getting is over-optimizing. They are going to be diminished, and you could face a penalty. If you do it too much, you could face de-indexing, like we’ve seen Google do with the linking indexes. Also, going back to the low value links, the directory links, the comment links, you want to balance link profile, because any technique that you take too far is going to be over-optimized. You’re going to get diminishing rate of returns.

Now, if you’re beginning SEO and you want to advance to the intermediate SEO, right here I urge you to make the other choice. Don’t go to the dark side. Don’t go the over-optimization route. Go with the light side. Choose new creation. If you’re beginning SEO, if you want to make this jump to intermediate SEO, the best thing you can do to get high ROI is start creating content today. Starting today, create a content calendar. If you look back in the archives of this blog, go back to like 2005, 2006, you’ll see what Rand did when he was here basically by himself.

Rand Fishkin had a content calendar that was every single day, 2005, 2006. Not all those posts are groundbreaking SEO masterpieces, but that guy wrote every single day, and he built this blog into what it is now. Now you don’t have to write every day for your content calendar, but set a schedule and stick to it, whether it be daily, weekly, or monthly. When you do that, you open up all these new areas of SEO that you haven’t been exploring when you’re over- optimizing.

The first thing you’re going to do is create all these new long-tail opportunities. So here your ability to rank is just for the same 10 pages, 100 pages, 1000 pages of your website. You’re never creating any new ranking opportunities or new long-tail opportunities. You’re not building those for yourself. With the content calendar, you’re now an intermediate SEO, you’re creating all those new opportunities every day when Google crawls those pages.

You’re also creating new freshness. I did a blog post a few months ago about freshness factors. When you add new content to your website, you’re giving Google all these freshness signals that say, “My site is still relevant. It still matters. Crawl me more, index more of my pages.” And just by having that freshness, you’ll see this line increase. That is a high ROI SEO activity. But also when you create new pages, you kind of get a double freshness benefit because you have the opportunity to link back to your old material, your old, stale, 10-page, 100-page website. By creating that new content and linking back to yourself, you’re telling Google these pages are still relevant. Yes, they’ve been on my site for 5 or 10 years and nothing has happened to them, but they are still important. I want you to crawl them. I’m linking to them now. It’s not as strong a signal as external links, but it still gives you that opportunity.

Finally, back here you weren’t creating any links because you didn’t have those link assets. Who wants to link to your sites? This gives you the opportunity to create those link assets, to build the content that people want to link to. If you’re coming into an old website, if you’re taking it over, they are your client and it’s just something that is unattractive, this gives you the opportunity to create something that people actually do want to link to. This will take you from here to here.

That’s it for today. Tell me what you think in the comments below. Thanks, everybody.

Video transcription by Speechpad.com

Additional Resources:

• Predicting SEO Changes in Rankings, Algorithms, and Penalties
• Is Google’s “Over Optimization Penalty” Its “Jump The Shark” Moment In Web Search?
• Creating an Editorial Calendar for Content Marketing

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Article source: http://feedproxy.google.com/~r/seomoz/~3/NHS9dBhwrl8/stop-optimizing-and-start-creating-whiteboard-friday

While the practice of search engine optimization (SEO) is constantly evolving, one thing remains unchanged: clients always want to rank for a priority list of marquee, highly competitive terms. That’s understandable. What is problematic is that they usually base their conclusions around how successful their SEO program is by how well they rank for those highly competitive terms.

While it should be the goal of any website to rank highly for competitive terms, the real gauge of targeted SEO success is overall/total search traffic. Some would argue success is determined by conversions and revenue, but many of the factors that contribute to conversions fall outside the scope of SEO (messaging, competitive pricing, page design, and layout, etc.).

One interesting thing that I have seen working with enterprise companies, usually the lion’s share of search traffic comes from “long tail” traffic and not from “fat head” keywords. This is true even when the company ranks well for the “fat head” terms. Therefore, I thought it would be valuable to briefly define what long tail traffic is, explain why it is so important, and detail a couple techniques that may help you increase your long tail traffic.

What is Long Tail Search Traffic?

Rather than beat a dead horse, let me quote Ian Lurie, who offers a good, succinct definition of long tail search traffic:

“Specific, niche search phrases, usually more than 2 words in length, that offer a low competition, low search volume and high searcher intent.”

Lurie’s article goes into a lot of detail about what the long tail is.

Why is Long Tail Search Traffic so Important

My favorite story that illustrates the concept is about one of the sub-brands of a former clients. This client sold software. They had a well-recognized name for their software that was different than their company name (for the purposes of this article, we’ll call it Dive Bomber Software).

This Dive Bomber software was one of many different software products they produced. So in evaluating which software titles were receiving the most traffic and should be prioritized within the context of our campaign, we analyzed the total monthly traffic generated by each of the software titles.

The phrase “Dive Bomber software” only generated about 300 users a month. Not very impressive compared to other titles. However, when we analyzed the long tail permutations of Dive Bomber software, (e.g., “Dive Bomber software version 1.3”), we found that there were more than 20,000 related searches a month! That obviously changed our perspective on how important Dive Bomber software was.

The same trend is evident when analyzing the traffic patterns of our other enterprise clients, many of whom have significant rankings for highly competitive words. Even with the advent of instant search, auto-fill, spell correction, and other mechanisms that had an effect on reducing the number of long tail searches, the majority of keyword traffic for most of my clients (for both brand and non-brand related searches) are based on long tail permutations of their targeted keywords. This is why targeting long tail traffic is so important.

So with that understanding, let’s discuss some SEO practices that can effectively help target the long tail.

1. Understand the Keyword Landscape

Be aware of the common long tail permutations. Understanding the most popular permutations of your competitive keywords, as well as common patterns people use, helps you to optimize around those keywords and patterns.

Using your own analytics data, PPC data, internal search data, competitive intelligence and tools like Google AdWords Keyword Tool and Wordtracker to define your keyword landscape is a good first step. Understanding patterns can be important.

For example, if you sell T-Shirts and you see that there is some search traffic around “red t shirts”, it stands to reason that you would also optimize around all of the other colors that you sell. It may warrant creating a page about “Red T Shirts” if you have the inventory to support that kind of a page.

Alternatively, you may find that just adding the different color names to your high ranking page about T-shirts does the trick. In many cases, adding long tail keyword permutations to body copy of a page that ranks highly for a fat head term can produce significant results. It just depends on how competitive the long tail permutations are.

2. Create Meaningful, Descriptive Page Titles

I have never been a fan of page titles that are limited to 65 characters in length. While it’s true that only the first 65 characters will be displayed in search results, it is equally true that keywords found after the 65th character will be recognized and counted in the ranking algorithms of major search engines.

Therefore, if I place less important words (long tail permutations for example) after the 65th character with the understanding that I need to capture the users attention in those first 65 characters, I am able to target more keyword permutations as well as give the search engines more information about what the page is really about.

As long as the page titles read well and convey appropriate and relevant information, they are useful for both users and engines. I typically make my page titles about 8 to 13 words, ensure that they read intelligently and rarely ever use the same word more than once. Using this method, I have never been flagged in Google Webmaster Tools for having too long of a title (nor I have been flagged for having too short of a title).

Here are some more tips on how to write title tags.

3. Infuse Your Content Internal Links With Keyword Variations

Whatever long tail keyword permutations you want to target need to exist in the content of the page that you want ranked for those permutations. Additionally, it’s wise to vary the internal link text that points to any given page.

Including a variety of internal site links with different long tail keywords pointing to the page that targets those keywords is good practice. They should be linked from other pages on your site that are relevant to those specific long tail keywords.

Keep in mind that only the link text from the first link found in source code between any two pages is counted in Google’s algorithm. Any pages that are linked to from your global navigation template won’t benefit from these variations found in content because the global navigation links will usually be found first in the source code. It may still be worth doing however from a user experience perspective.

4. Leverage User Generated Content

Find creative ways to infuse your pages with user-generated content (comments, reviews, etc.). This type of content naturally targets long tail keyword permutations. Users typically will include many long tail variations as they make relevant comments about your page content.

User-generated content can be an amazing source of long tail keywords including model numbers, color variations, specific applications, or problem issues. And it helps to distinguish your content and makes it more valuable to users and engines.

Conclusion

These are some of the tactics that can help you successfully target long tail traffic. Hopefully they provide you with some actionable recommendations that will help you increase the amount of total targeted, organic search traffic to your projects.

Make sure that you are measuring both the amount of traffic and the number of keywords referring that traffic and that you are using those metrics as a barometer for your SEO health.

Image via Travel Blog

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Article source: http://searchenginewatch.com/article/2166510/4-SEO-Recommendations-to-Target-the-Long-Tail

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Article source: http://www.southfloridabusinessworld.com/2012/04/green-home-building-supplies-eco-simplista-2/

There are many ways to filter your Google Anlaytics results, but how many of the methods out there can actually give us data that we can present to our clients in a way that they understand? After reading various posts on filtering organic traffic in Google Analytics I decided to convert the results we got from the filter into readable, valuable content that the client could understand. The end product was a easy to understand graph showing the position of your searched keywords as a percentage of total visits:

I really believe that this is valuable from a reporting point of view. How many of your clients have asked if their keywords are rank in the top five positions or better yet, in the 1st position. Well now you can tell them that 33% of their total visits are from keywords ranked in the top five positions in Google. If Google displays a not provided result due to their new privacy policy, we can at least assign a position to the result and get an indication of where that mystery keyword is located. For my results I decided to define my target down to organic visits including universal results, however you can rewrite the filter to suit your needs.

So how do we get results like this?

You can start of by reading Danny Ng post on “Track SEO Organic Rankings with Google Analytics“, where he walks us through a simple set of filters that allow us to put “Universal” + “Organic” search data into Google Analytics. In summary, the filters we are going to need are as follows:

Step 1 (Creating the Filters):

We need to create a set of filters under a new profile to pull only organic Google traffic and allocate a keyword position to the keywords in Google Analytics. It is suggested that you create a new profile for these filters as it will rewrite your Analytics data.

Step 1: Filter 1 (Extracting the data):

We need to create a set of filters to extract the ranking data from the (cd) parameter and hold it for us in custom field 1.

Step 1: Filter 2 (Displaying the data):

We will then need a filter to grab the information from custom field 1 and show the results under the “Traffic Sources Search Organic” section of your Google Analytics.

Note: Be sure that the filter order is correct, Filter 1 must be above filter 2 in the order.

After a few hours you will start to see the results. Numbers will start to appear next to your keywords showing their organic positions (including universal results).

Step 2 (Segmenting the Data):

Step 2: Segment 1 (Position Top 1 Segment): Create a new segment under Advanced Segments +New Custom Segment and call the number position you wish to segment:

Step 2: Segment 2 (Position Top 5 Segment): Create a new segment under Advanced Segments +New Custom Segment and use the “or” statement to add numbers 1-5:

Step 2: Segment3 (Position Top 10 Segment): Create a new segment under Advanced Segments +New Custom Segment and use the “or” statement to add numbers 1-10

You can repeat this to get Top 50 or Top 100 if you really have the time. Wait a couple days so that you can get some good data in and then turn on your advanced segments options “Position Top 1″ , “Position Top 5″ and “Position Top 10″ along with the segment “All Visits” to get some very valuable results.

That is it, let me know what you think. I have shown this position segmentation to a few of my clients and they are loving it. I know that there are many filters out there but from a client point of view, this method is very easy to understand.

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Article source: http://feedproxy.google.com/~r/seomoz/~3/sPOYQwltVWo/show-keyword-position-using-filters-and-advanced-segments

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Article source: http://www.southfloridabusinessworld.com/2012/04/order-steaks-seafood-online-2/

A former Google engineer is leading a team of two dozen Facebook engineers dedicated to creating an improved Facebook search engine that will make it easier for users to more easily find shared or liked articles, videos, and status updates, Bloomberg reported.

This doesn’t sound like Facebook’s attempt to become a traditional information retrieval type of web search engine like Google or Bing, which both crawl and show results for the entire web based on hundreds or thousands of signals and ranking factors. Rather, it seems like this is more a case of Facebook trying to provide better search results within the social network’s walls based on its big data – relationships, locations, Likes, subscriptions, images, and so on. Besides, Facebook just doesn’t have the engineers on the payroll to create a full-on Google competitor.

In February, Facebook searches numbered 336 million, trailing all of the “big five” search engines (Google, Bing, Yahoo, Ask, AOL), while sites like eBay, Craigslist, and Amazon saw more search queries than Facebook, according to comScore data, despite Facebook having more than 800 million users. Facebook search currently allows you to filter searches by people, pages, places, groups, apps, events, music, web results, posts by friends, public posts, and posts in groups.

Bing remains Facebook’s provider of web search results. Since 2010, Bing has personalized its search results by incorporating Facebook Like data into Bing’s algorithm.

But perhaps this could be a step toward a future social search engine that Facebook could monetize with pay-per-click ads and become a player in what is forecast to be a $19+ billion industry this year. Though Google and Facebook both have different ad models, data suggests that social ads work for both companies, improving ad recall and click-through rates.

The Facebook search engine project is headed by Lars Rasmussen, who jumped from Google to Facebook in 2010. Of social and search, Rasmussen – who helped create Google Maps and the failed Google Wave project – said at the time:

“I do think that social is a significantly less explored area still than search and it is sort of the frontier of technology in many ways. But that doesn’t mean in any way that search is obsolete or even close to being obsolete. We are all going to be using search many, many times a day every day of our lives, forever.”

In the past year, Google has attempted to get its hands on more valuable user data by introducing +1 button and Google+, in addition to adding personalized searches with Search Plus Your World.

SES Toronto 2012 is June 11-13. Register before May 11 and save up to $300!

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Article source: http://searchenginewatch.com/article/2165515/Facebook-Search-Engine-Overhaul-in-Works

In a search marketing environment where linking is all the rage, we tend to forget that just as important are the links we maintain internally on our sites. What is the point of garnering a great inbound link profile if your site can hardly be traversed by a search engine or human visitor?

The problem with the world of linking is that we place too much time thinking externally. I, like many, ponder nofollow, follow, paid, non-paid, or who Google is threatening to penalize. But at the end of the day did we provide pathways (links) throughout our site for our content to be viewed from the masses we attained through a great inbound link profile? Probably not.

Internal linking is one of the easiest elements in SEO. Why? Because typically SEO has to pick a ratio of appeasing a user but also a search engine.

With internal linking, the better you do, you equally benefit the human element but also the crawling bot. So, let’s start making everyone happy.

For those of you well-versed in SEO, this is just a refresher as to what you probably have lost track of while worrying about inbound links, who the next JCPenney will be, or when you will reach your desired Domain Authority/Page Authority/PageRank and so on.

Making Search Engines Happy

• Have sitemaps: One of the oldest rules of SEO is to have a sitemap containing at least all top level pages linked from each page of your site. Follow this up with probably the second oldest rule of SEO: you should have an XML sitemap containing all URLs on the site. The may not seem like internal linking, but this actually is, in its rawest form.
• How do you link site-wide in navigation? You might be surprised to find out you are not linking to absolute URLs throughout the site. A few examples include non-www. versions of site pages as well as duplicate index pages.
• Does your navigational structure or on-page link structure lean on image links or Javascript linking? Navigational linking should be textual or CSS based and you should remember to mind text in your on-page linking versus a reliance on image linking.
• When linking with text, it should anchor on a relevant set of terms regarding the linked page. It doesn’t always have to be just a keyword phrase, but make sure it’s never simply “click here.” Support your content with these links and do so in a fashion that features relevant topical content across the site being linked page to the main page for the given topic. You want to show the search engines that you’re an authority for a given topic, you have a lot of content pertaining to it, and all this content points back to one main topical page.

Making People Happy

You’ve worked hard to get them here, now what? I usually take the task of internal linking for the user and parse into three steps.

• You must use the four types of navigational linking, main, footer, breadcrumb, and secondary/supplemental. These should include links to the most important top level folders/categories on the site and a link back to the home page. Ensure that the main and footer navigation remains consistent across all site pages. Don’t overinflate the main navigation with links and endless dropdowns as you are only confusing a user and overinflating your site-wide overall internal link count. With this in mind, review your Google Webmaster Tools account within the Internal Links section. Before you get there imagine what you would like to see as the top five most linked page on your site. What did you find? You might be surprised to find that, yes, the homepage is linked the most followed by Privacy Policy and Terms of Use as this is all you are using in your site footer navigation.
• Link from your copy. This one is so simple, but is often overlooked. Link to supporting content on your site. You could even link to another site – only if it is opening in another window. Think of it this way if you were stating a case or trying to persuade someone, wouldn’t you want to provide supporting information to substantiate your statement? Internal linking within the copy helps show that you’re the authority for black fuzzy widgets because you have supporting articles, how-tos, FAQs, and a case study on them.
• Calls to action, what do you want people to do? Is this present above the fold of each page? Do you want visitors to call, click, submit a form, buy something, see the latest deal? Don’t just provide a call to action once someone gets deeper into the site. If there is a mission to your site express what that and make this apparent throughout the site. Too often I see that someone intends to have users commit a certain action yet I don’t see the available opportunity for them to do so. Call to action reinforcement reminds me of a great presentation once given by Bryan Eisenberg on “Maintaining Scent.” Your messaging, design and in this case your internal linking must have consistency to help lead someone through your site into a conversion.

Now That Everyone is Happy

Paying heed to the points above regarding search engine linking needs ensures that you’re doing your part to establish full site indexation and access to site pages. You’re also giving a search engine spider a sense of which content on your site is the most important via the directional relationship of linked pages.

For users, a well internally-linked site is going to let a user know where they are on the site, where they should go, and what they should do.

You’ve probably done a great job with inbound linking and other facets of SEO. However, now that the traffic has arrived, it’s no time to quit when the finish line is within sight.

SES Toronto 2012 is June 11-13. Register before May 11 and save up to $300!

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Article source: http://searchenginewatch.com/article/2165167/Internal-Linking-the-Other-Linking

Forest Green Construction, Inc. DBA/David Charles Construction, Inc. is a Florida State Certified General Contractor CGC # 1506646 – Licensed – Insured

We carry and install the following Impact Windows and Doors:

• Single Hung Windows
• Horizontal Slider Windows
• Casement Windows
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• Entry Doors
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• Storm Doors
• Replacement Doors Windows

Our Impact resistant windows or doors with laminated glass offers advantages that shutter systems can not provide.

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8930 State Road 84
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Tel (954) 382-2500
http://www.impactwindows-doors.com/

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Article source: http://www.southfloridabusinessworld.com/2012/04/impact-windows-doors-miami-broward-palm-beach/