Archive for the ‘SEO’ Category
Last week, I ran across two articles on our web site that started something like “In my previous article I talked about ABC”. The thing I found interesting is that neither of these articles used this opportunity to link to the previous article.
Here are some of the reasons I think there should be links to these previous articles.
- Links help Google figure out what the page is about.
- If I’m interested in the previous article, I’ll want to go to that article. I do NOT want to figure out the navigational structure of the site. A direct link to the mentioned article will allow me to go to it quickly.
- Every page is your homepage. We have sites where only 5% of the users enter through the actual home page, most people come into content pages. From these content pages, we should give them related content.
- Eye tracking research shows that people tend to focus on the main content on your page in an “F” shaped pattern, meaning that people focus on parts of the first couple paragraphs/sections of your content more than any other part of your web page. If you can put a useful link somewhere it this primary focus area, the user is likely going to see the link. Added bonus when it’s a link back to another one of your pages.
- Using ClickTracks on some of our sites, we’ve seen that people are more likely to click on links within our content, then they are to click on navigational links.
It seems to me that people on the web are more interested in finding information then they are in navigating around our site. When we have articles related to our current page, we should link it to make it easy for our users to go to the related article.
Don’t make me think… show me the link
Greg commented that one way is to use Google search. For example, he could search for “link:networkredneck.blogspot.com” to see some of the links to his blog, Network Redneck. My experience has been that using Google in this way will show some of the links, but for my blog it only shows a few of the actual links.
A second way is to use the web logs to your site. Most of the major analytic tools should show you the URL’s for the top referrers to you site. In addition, I will frequently load parts of ISU Extension‘s raw log file into Excel, and use that see who is referring people to your site. Using the log file, you see the URL’s of people linking to you, and also how many times people follow the link.
A third way to see who is linking to you is by using the Google Webmasters Tools. To use these tools, Google requires you to verify that you are the owner of the site. Once verified, the tools give you a lot of information about how Google sees your web site. The links to your site are located in the External Links option under the Links button.
The Google Webmasters Tools gives the most complete list that I’ve seen of links to your site, including links that have not referred people to your site. They show what page is linking to you, which page is being linked to, and the latest date that Google saw this link. I would like to see them add a column for what text is used in the link to you, maybe someday.
If you are using another method, please post a comment as I’d like to hear about it.
Last fall, @aafromaa posted a tweet that said she couldn’t find my blog when she searched for Brain Webster. I responded that it wouldn’t have helped much if she had searched for Brian Webster because my blog was on the 6th page of Google Results. @gparmer took this as a personal challenge to raise my ranking.
By January, my ranking was up to number 19. Next time I checked was last week, and I was on the first page. I had a couple of other people check, and the results ranged from 4 to 6.
Here’s things that helped raise the ranking when searching for Brian Webster:
- Greg made links from some web pages that he authors, including The Network Redneck, The Parmer’s, Greg’s Not So Live Space, and Greg’s Bookmarks.
- I linked to my blog from my staff page at ISU Extension.
- Links from other blogs, including Anne’s Spot, The Robinson House, Scouting Around, and It’ll Do 80.
- A name change from “Brian Webster’s Blog” to “Brian Webster – Blog”.
- I claimed the blog on Technorati
- I used my URL when commenting on blogs/web sites, including Virtual Enrollment Party, Free Falling, and CodePlex
- Links on twitter including @rbrekke’s favorites, and @bwebster719
- Pageflakes from aafromaa and jdorner
- I continued to post, although not real frequently
- A lot of other people probably helped as well, sorry that I didn’t give you a shout out.
You’ll notice that very few changes were to the blog itself. Almost all came from other people and/or other sources.
Here are some take aways from this little experiment:
- It takes time to improve your Google ranking. It’s almost a year since @aafromaa‘s initial tweet.
- You can’t do it alone, much of the help I received came from other people.
- Use appropriate page titles. I changed the name of my blog because people are more likely to search for Brian Webster than Brian Webster’s. This is likely the biggest change that helped improve the ranking. (When you search Google without the ‘s, I’m currently number 6, with the ‘s I’m at 32.) I made this change because people are more likely to search for me without putting in the ‘s.
- Get quality links to your page/site. From the above list, the quality links to my blog are probably my staff page, and Greg’s Bookmarks. The reason I say this is because these .edu sites probably have a higher quality rating from Google, therefore they are higher quality links. Of all the links, the one from my staff page is probably the best because it’s coming from another page about Brian Webster (Sorry Greg)
- Don’t fall into the trap of “link farms“, you can do it with relevant links.
- Very few of the changes where to the blog itself, most were from other sites and other people.
I had a slight advantage because it was obvious what search term I was trying to improve on, my name. It would have been a lot harder to get to the first page for terms like “child development” or “soybean rust”.
[Update - 8/21/2008: Here are some ways to Find Links To Your Site]