How Link Rot Can Damage your Search Engine Optimisation Campaign
How Link Rot Can Damage your Search Engine Optimisation Campaign
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There are many things to consider when implementing a search engine optimisation campaign however one of the things that is often forgot it how much link juice is escaping from your site. Why is this a problem? Well the more link juice that escapes from your domain the lower your pages are going to appear within Googles index.
Think of your site as big balloon, links that point away from your domain are effectively wholes in your balloon, links that point to internal pages of your site are fine as they are containing the link juice within the domain, this means higher rankings all round.
Now of course a good resource will always link out to other sites, this is also a sign of trust especially if you are linking to authority sites. So we need to have some holes in our balloons but what is link rot? Link rot is in effect a broken link, a link that points to a 404 or a page that doesnt even exist.
Sometimes you can even have internal links that are not coded correctly; this is leaking link juice for no good reason.
So, an important aspect of any SEO campaign is to check the site for these broken links, this will allow you to plug any escapes and save any link juice that would otherwise be lost. Doing this will increase the flow of link juice to other pages on your site, when these pages receive a link juice lift they will naturally rank higher for the targeted keywords within them and ultimately your traffic will increase.
Site auditing is fundamental but as well as checking for broken links you should also be careful who you link out to, link out to unknown sites could actually be damaging your site and this is why many forum and blog comments are no followed. Another aspect of link rot is ensuring any hazardous links have the no follow attribute attached or simply severe the link. Been classed in a spam circle will lower your sites trust with Google and ultimately your rankings will suffer a detrimental effect. Simply checking your sites links could see you significantly increase organic traffic to your site, this is before any keyword optimisation or link building, in fact I would say link building and on page optimisation are pointless until your site can effectively retain link juice and shows it has links to sources of authority.
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