Search Engine Optimization

Supplementary Index

Danny Cooper — Sat, 27 Aug 2011 16:43:26 +0000

Search engines store web pages in an index. It is this search index that is ordered and filtered to deliver SERPs (search engine results) to everyday searchers.

If you perform an unusual or complex search, results may be scarce. If so, Google will ask you if you would like to re-try your search, including results from the supplementary index.

Why do search engines hide additional results that can assist in your search?

Because search engines don’t consider those results good enough, though they will still serve them up as a last resort.

The reason these results were removed from the main index in the first place is because the search engines either didn’t think they were high enough quality (e.g. SPAM) or because they were a carbon copy of another webpage, or in technical jargon: duplicate content.

Search engines want to deliver the best possible result to your search query with their first result, but they know it’s unlikely. The technology isn’t intelligent enough, yet, and the context of your search term is sometimes hard to gauge. That’s why search engines aim to give you ten different, yet high quality results to choose from.

There may be hundreds of results spanning tens of pages, but when search engines don’t think any are high enough quality or unique enough to include in the top ten, they place them in the supplementary index.

Duplicate Content

Danny Cooper — Sat, 27 Aug 2011 16:42:44 +0000

Duplicate content occurs when the same information is displayed verbatim in more than one location (URL). This can be an internal issue, i.e you have multiple pages or URLs on your website displaying the same information, or it can be an external issue, where the same content on your web pages is also available elsewhere.

Internal Duplicate Content

Because of the way website software such as WordPress works, it’s easy to have internal duplicate content issues, and rarely from human error.

A key example is WordPress’ tag pages. If you tag a post, a page is created at http://example.com/tag/tag-name. But if this page isn’t configured properly, the full post will show. This means you now have content displayed at two separate URLs, minimum (depending on how many tags you’ve added).

Duplicate problems like this won’t trigger search engine penalties, but your website might suffer from lack of clarity and optimization.

Search engines only include one URL for each piece of indexed content. When you have duplicate content, search engines decide which is the original. Search engines won’t necessarily know what’s best for your site or business, meaning their unnecessary work could damage your optimization.

It is also important that the most important page acquires as much page authority as possible, rather than being spread between multiple pages.

Rectify duplicate content by using the canonical tag.

Canonical URLs

Canonical URLs were introduced in 2009 and apply to all three major search engines. Rand Fishkin from SEOmoz called this “The Most Important Advancement in SEO Practices Since Sitemaps“.

Canonical tags are placed in the of your website and tell the search engines the URL which is the original, should receive the link juice and be listed in the search engines.

Example URL: Note: a couple of pages can be excused, as there are many legitimate reasons to have a few pages of unoriginal content, but if your whole site is copied, you have a major problem.

If content is original to you, don’t waste time worrying if others are stealing it. In our experience, search engines are extremely good at finding the original. However, if you do come across this problem, you can report the mistake.

Link Juice

Danny Cooper — Thu, 25 Aug 2011 18:53:49 +0000

Link juice is a colloquial term often used in search engine optimization to describe the value each page has in Google’s algorithms and the transfer of that value when one page links to another.

Example context: When I link to Facebook, link juice is passed to Facebook from outstandingSEO

PageRank is another term commonly associated with link juice.

In this context, PageRank is a numerical score assigned to a web page dependent on the volume of link juice that page carries. A page can have a score between 0 and 10, 10 being the highest and 0 being (obviously) the lowest. Few sites ever reach 7′s or 8′s, and only the heaviest traffic sites ins the world such as YouTube, Facebook and Google go any higher.

Assuming everything else is equal, a page with more link juice will always outrank other inferiorly linked pages.

Also the more link juice a page has, the more that is passed when that site links to another, this is the basic premise behind the concept that one link from one strong page is worth more than a thousand links from weak pages.

An authority page is any webpage that has a significant amount of incoming links, or link juice. On an individual page level this is considered “page authority.” On a sitewide level it is referred to as “domain authority.” If you have pages on your website with high page authority, your entire site will see the benefit.

It is through the building of links, and your site’s growing “link juice” where you will find your biggest growth, and ultimately, the biggest leap in your domain authority.

How to Start Search Engine Optimization

Danny Cooper — Tue, 23 Aug 2011 21:41:40 +0000

outstandingSEO was built to help you maximize your business, by increasing your revenue and showing you exactly how you can turn search engines into a perpetual source of high-quality precision targeted traffic for your website.

This is called Search Engine Optimization, or SEO.

If you aren’t already familiar with SEO, you should start with our article: What is Search Engine Optimization? It will give you the solid foundation needed to truly benefit from all the below.

If you’re studying SEO, you probably already have a website. If not, you should start here with, How to Make a Website.

Once you understand the basics of SEO is and why they’re an essential part of your marketing strategy, it’s time to optimize your site for success.

Solid Foundations

SEO is about optimizing your website and it’s content. The foundation (software) your website is built on will determine how successfully you can do this.

There is no “perfect software” to build your website on. The goal is to find a solution that offers ease of use, customization and SEO-features.

The best combination we’ve found, by far, is WordPress with the Thesis Theme. If you already have a website don’t worry, just make sure it allows you to control the following elements:

URL Structure

The URL is the one of the important elements of any web page, both for SEO and because it’s how your visitors navigate to your pages.

In terms of SEO it is beneficial to include your targeted phrases in the URL. The most effective position is before the TLD.

Example: TargetPhrase.com

However if your website targets multiple phrases (which we highly encourage), it’s preferable to have the phrase after the TLD.

Example: BrandName.com/Target-Phrase

Your optimum URL structure should be as minimalistic as possible, like the example above. However, depending on your software and configuration you may have slightly more complex URLs.

Example: BrandName.com/content/TargetPhrase.php

This URL structure is not optimal, but including your target phrase in the URL is good enough. SEO isn’t about perfection, it’s about doing the small things that will move you as close to perfect as possible.

Title Tag

The title tag is the most important element on your web page.

When visitors come across your webpage on the SERPs, your title tag tells them exactly what to expect on that particular page.

Search engines rely heavily on the title tag to figure out which searches your web page should show for. If you want to rank on the first page for a search term, it is essential you have the search term in your title tag, ideally at the beginning.

Never place too many search terms into a single title tag. This is called “keyword stuffing” and when you do it, the search engines will quickly figure it out and penalize your website. Don’t include terms which are irrelevant to the content on your page. It’s misleading to both visitors and search engines, and will carry negative consequences.

Navigational Elements

There are many types of navigation: horizontal, vertical, footer, etc. Style isn’t important. Control is. You must be able to manage which links are displayed and how they appear.

An example of horizontal navigation

Your navigation holds some of your strongest internal links (they are shown on every page). It’s important you make the most out of these.

How do you do that?

By linking to your most valuable pages with perfect anchor text. For example, if I ran a laptop website, my navigation might include: Laptops, Netbooks, Laptop Bags, Printers and Software – all high competition search terms.

Headings

Content sandwiched in between the following tags:

,

or

are called headings and are displayed differently than regular content (usually larger or more prominent).

Example code: Example of a Heading

The two most important headings are H1 and H2. You should use them in your content whenever possible. Only use the H1 tag once per page and for the main heading only. Use H2 tags for sub-headings.

Include the search term you are targeting in your H1 tag. As you can see in the annotated example above, Amazon would like to show up in the search results when people search for “Four Seasons Kindle Edition” so that is exactly what they put in the tag.

In terms of H2s (sub-headings), you can include supplementary search terms such as “Four Seasons Reviews,” but only if they make sense. H2 headings don’t hold nearly as much weight in terms of rankings so it isn’t essential to optimize them.

Hyperlinks

Often referred to as backlinks, internal links or simply links. Hyperlinks are the currency of the web: the means in which visitors navigate from page to page. Because of their importance, they are a major factor in how search engines calculate the value of a page. This value ultimately determines how your web pages (and website as a whole) perform in the search engine results.

Example code: Anchor Text

There are three important elements to the above link:

Location – Can you indentify where the above link is pointing? Hint: it’s the URL after href=”.
Anchor Text – The anchor text tells the visitor what they are clicking on, but it also influences which search terms the linked-to page will rank for. Anchor text is a huge ranking factor and must never be ignored.
Rel=”nofollow” - Links with the nofollow tag do not appear differently to visitors, but search engines don’t count these links when calculating a website’s authority.

The key to effective link building links is always putting quality over quantity. A single link from an authority site like CNN.com is worth more than thousands from low quality sites.

Structure

Having a solid site structure ensures each of your pages receives a proportional amount of link juice. If you can’t sketch your site structure, it’s probably a mess and should be worked on. The ideal SEO structure should look like a pyramid.

Here is an example of a simple pyramid, the more attributes your products have, the more layers there will be.

Although the above example is for an ecommerce site, the exact same structure can be applied to content-based websites. Instead of product attributes, you have sub-categories and tags which create additional layers. Instead of products at the bottom, you have articles or additional pieces of content.

If you can imagine all the lines in the example above are links, you can see how the link juice flows up and down with ease.

This also shows how easily visitors can navigate through your content to easily find your products and services if you have a solid structure. This reinforces the earlier point: search engines are looking for the content that makes visitors happy.

Ranking Positions

The endgame of great SEO is to gather as many quality visitors to your web pages as possible. This is done by ranking first on the SERPs for your search terms.

When you first initiate your SEO efforts, you probably won’t be ranking especially high. Depending on your level of competition, you may not even show up on the first ten pages!

Assuming your site structure is solid and all the basics are covered. What’s missing?

Authority.

If a web page is ranking above you, it means the search engines believe that web page is a better match for that search than yours. Fortunately, search engines determine ranking by using algorithms based around variables, or ranking factors, meaning no result is forever.

Improve your ranking factors and you will improve your results.

There are hundreds of ranking factors, far too many to cover in this article, or for you to remember. Fortunately few carry significant weight in the ranking algorithm.

The most important, by far, are:

Title Tag

We spoke about the importance of the title tag in the beginning so I won’t reiterate that. But I will say that although having the correct title tag is one of the most effective ways to increase your ranking, it’s also the easiest.

Page Authority

The authority of a page is calculated by counting the links pointing toward it, then calculating the sum of their link juice. This includes internal links, external links and image links.

A page with a high authority is one with a diverse range of links from high quality sources.

Domain Authority

Domain authority works the same as page authority, but instead of a value assigned to a single page, it’s attributed to the website as a whole. Internal links do not count towards domain authority.

A domain with a high authority is one with a diverse range of links from high-quality sources.

Number of Linking Domains

A single website can have thousands of web pages with your link, which is why search engines focus on the number of websites (root domains) linking to your website, rather than the number of pages.

Remember however, quality always matters over quantity. Hundreds of links from low quality domains won’t take you to the top, especially for a competitive term.

Authority of Linking Domains

Both the domain authority of the linking domain and the page authority of the actual page where the link is housed are taken into account.

Our standby example, a link from a weak page on CNN.com, carries more weight than a link from the strongest page on your mom’s blog.

Anchor Text of Inbound Links

Second only to title text, anchor text is how search engines determine which pages to display for each search term. In some situations, web pages can rank for a term even if they don’t have the term in their title, based simply on the number of incoming links.

For an example click here.

If you clicked the example you will see Adobe Reader ranking first for the term “click here.” This is because thousands of people link to Adobe Reader with the anchor text “click here” when they are telling visitors how to read PDFs.

Uniqueness of Content

If you copied your content from another website, Google will not display your site, they will place you in the supplementary index where no one will see it. This is because they aim to show ten different options for each search term, not ten results all displaying the exact same content.

Fortunately, this only happens when you are not the original publisher. When you’re the original publisher and people copy you, they’re the ones who get placed in the supplementary index.

Next Steps

If you’ve read this far, congratulations! You now have the core knowledge you need to climb the search engines.

It won’t be an easy ride, but if you want us by your side the entire journey, join our (FREE) newsletter. It’s easy. Simply enter your email address below and click, “Sign me up!”

If you enjoyed this tutorial, please show your appreciation by tweeting or liking this page!

If you have any thoughts, questions or suggestions, please email us at team@outstandingBRAND.com

Nofollow Links – What Are They?

Danny Cooper — Mon, 22 Aug 2011 11:18:24 +0000

Nofollow is an attribute that assigned to a link that tells search engines the link should not be counted towards a sites authority.

In other words, nofollow links do not pass link juice.

Example: rel=”NOFOLLOW” href=”http://outstandingseo.com”>SEO

A link without the nofollow tag is a follow, or followed link.

Search engines originally created nofollow to reduce webspam, or at least the affect, which would increase the quality of their search indexes as a result.

Nofollow works perfectly when the site owner allows people to post links without moderation. Because then they are letting the search engines know that they don’t vouch for the linked-to page.

Nofollow also became useful for link sculpting. Link sculpting is the art of nofollowing links to funnel more link juice to the more important links. The concept is simple: Think of a bucket (web page) with ten holes (links) in it, if you pour a liter of water into the bucket 100ml will flow through each hole. Reduce that to five holes and the volume increases to 200ml per hole.

This is exactly how link sculpting works, allowing you to nofollow unimportant links, so that more juice will flow through to your most important ones. In 2009 Google changed how nofollow works. Instead of stopping the juice flow through nofollow links, search engines now allow it to flow through even though it isn’t counted, essentially making nofollow a link juice black hole.

This change has rendered nofollow useless for link sculpting.

Nofollow Link Building

If nofollow links don’t pass link juice, is it still worth building them?

In our opinion, yes.

Remember, nofollow links appear no different than follow links to users, so they are still a perfectly viable source of referral traffic.

The key to successful SEO is a diversified link portfolio, and successful websites have a variety of links, including both follow and nofollow links. If your website only has followed links, it is sure to raise some flags and impede your growth.

Search Engine Result Pages (SERPs)

Danny Cooper — Mon, 22 Aug 2011 11:17:45 +0000

You’ve probably seen variations of the above page thousands of times. If you haven’t already guessed, the above is an example of a search engine results page. These types of pages are visited millions of times every day.

SERPs are what show up every time someone makes a search. Our job is to ensure our websites rank as high as possible in these searches.

This is search engine optimization.

Originally, SERPs only included text results, but over time search engines have added additional elements to help you find what you’re looking for faster. Results now include: images, videos, maps and product listings.

Search engines have also began to personalize results based on the information they have on record about you and your search habits. This could be as simple as which websites you’ve previously visited to something as complex as which pages your Facebook friends like.

Make More Money from the SERPs

To make more money from the search you have two options:

1) Improve your position

The higher your website is in the results, the more people that will naturally click it. Studies show that on average, the first position receives around 40% of the clicks, while the 10th position receives around 3%.

2) Increase your CTR

Increasing your position is without a doubt the most effective way to increase the amount of visitors you receive. Yet there is an often overlooked yet highly effective strategy: making your listing more appealing to visitors.

This can be done by using the and meta description. Take a look at these two listings for example: <a href="http://outstandingseo.com/wp-content/uploads/2011/08/SERPs-example.png"></a> Now, no matter what order these are placed in, each offers something different. Wikipedia offers an encyclopedic definition of content marketing, while CopyBlogger promises to teach readers to build a business around it. The offer is more important than the position, especially when the two benefits are so different. </article> <article> <h1>Ranking Factors</h1> Danny Cooper — Mon, 22 Aug 2011 11:17:06 +0000 <a class="post_image_link" href="http://outstandingseo.com/ranking-factors/" title="Permanent link to Ranking Factors"></a> Search engines use extremely sophisticated algorithms to determine which pages should be listed on the <a href="http://outstandingseo.com/serps">SERPs</a> for each search term. They collect hundreds of variables for their complex algorithms. These variables are called “ranking factors.” Search engine algorithms are closely guarded secrets, so we can only guess at which ranking factors hold the most weight. Yet, these are far from random guesses. They are educated hypotheses based on careful observation (positive and negative) and the little information the search engines have given us. Our knowledge of ranking factors and their level of perceived importance is essential. It is that knowledge which leads us to effective <a title="Search Engine Optimization" href="http://outstandingseo.com/search-engine-optimization/">search engine optimization</a>. For example, everyone in the business knows the keyword meta tag has no effect, so we spend no time optimizing that area. Yet the title tag is hugely important, so we make sure that is right 100% of the time. <h2>The Most Important Ranking Factors</h2> There are over 200 ranking factors, but not all of them carry significant weight. We will only concentrate on the most important ones in this article. The most important ranking factors can be split into four categories: on-site, off-site, social and behavioral. <h3>On Site Ranking Factors</h3> On site elements are the elements contained on your web site or web page. The great thing about on site elements is that you usually have full control over them and can therefore maximize their optimization. URLs – Include the search term you are targeting in the URL. Title tags - Include the search term you are targeting in the page title. Headings – Include the search term or variations in the your <H1>, <H2> and <h3> tags. Age – Search engines tend to favour older sites. This is no different than people trusting older businesses more than new ones. <h3>Off Site Ranking Factors</h3> Off site factors currently appear to carry the most weight. Sometimes you will have control over these elements, most of the time you won’t, which is why the search engines place so much trust in these metrics. Number of Linking Domains – The number of incoming links from unique domains. Authority of Linking Domains – The authority of the domains linking to you is more important than the number of domains linking. When it comes to SEO, quality will always trump quantity. Anchor Text of Inbound Links – Search engines use anchor text as an indicator of which search terms your pages will rank for. Link Diversity – A strong link profile is natural, meaning all links won’t have the perfect anchor text or come from the biggest sites. If there is no diversity in your links, search engines will question whether you are buying links (which is against their guidelines). <h3>Behavioural Ranking Factors</h3> Behavioural ranking factors are becoming more prevalent. Simply put, search engines are looking to promote those websites people find most useful. They do this using the analytical data they have available, including: Time on Site - When visitors are engaged, they stay on the page longer. Bounce Rate – Bounce rate is the number of visitors who landed on your website and left without visiting a second page. This usually indicates they didn’t enjoy your site, or weren’t compelled enough to stick around. Click Through Rate (CTR) - The CTR on the <a title="Search Engine Result Pages (SERPs)" href="http://outstandingseo.com/serps/">SERPs</a> is an excellent indication of how relevant your website is for it’s search term. If your website is showing up but no one is clicking, search engines will question whether it is truly relevant. <h3>Social Ranking Factors</h3> Social is becoming increasingly important to search, as search engines learn to evaluate the data better, they will start to use it in an ever increasing amount. With the introduction of Google+, Google now has direct access to much more social data and will be using itaccordingly. Social Recommendations – So far the only factor that seems to have any impact is how many social recommendations a page has. These social metrics include tweets, likes and +1′s. </article> <article> <h1>Backlinks and External Links</h1> Danny Cooper — Mon, 22 Aug 2011 11:15:02 +0000 <a class="post_image_link" href="http://outstandingseo.com/backlinks/" title="Permanent link to Backlinks and External Links"></a> A backlink is any hyperlink pointing from one domain to another. The term backlink was created to signify a link back to your website from another. Backlinks are also called external links, because backlinks can only come from external sources. If a link is from another page on your website, it is an <a title="Internal Links" href="http://outstandingseo.com/internal-links/">internal link</a>. Backlinks are an essential part of <a title="Search Engine Optimization" href="http://outstandingseo.com/search-engine-optimization/">search engine optimization</a> because they hold massive weight in the search engine’s algorithms. To learn more about backlinks read our article on <a title="Ranking Factors" href="http://outstandingseo.com/ranking-factors/">ranking factors</a>. A backlink is comprised of three elements: the location, the relationship and the anchor text. <a href="http://outstandingseo.com/wp-content/uploads/2011/08/link-structure.png"></a> The Location – This is where you will be taken if you click the link. The Relation – So far the only relationship that matters is <a title="Nofollow Links – What Are They?" href="http://outstandingseo.com/nofollow/">nofollow</a>. Nofollow links do not pass <a href="http://outstandingseo.com/link-juice">link juice</a>. Anchor Text – <a title="Anchor Text" href="http://outstandingseo.com/anchor-text/">Anchor text</a> is another integral part of the search engines’ algorithms, and the only part of a link visible to users. <h2>How to Build Backlinks</h2> The art of building backlinks is called link building, a sub category of SEO. Yet, it’s so big it comprises an industry of it’s own. Backlinks are the currency of the internet and there are many, many ways to build them. Remarkable Content – When people come accross a piece of remarkable content they instantly want to show there friends, family or collegues. The easiest way to share your content is through a link. Whether this is done on a social network, forum, blog or any other type of website, it equals a backlink for you. Here are some examples of remarkable content that has successfully amassed links: <a href="http://www.fishfight.net/">Hugh’s Fight Fight</a> (A great cause!) <a href="http://www.seomoz.org/article/search-ranking-factors">SEOmoz’s ranking factors research</a> (In-depth Resource) <a href="http://www.cracked.com/article_19121_7-basic-things-you-wont-believe-youre-all-doing-wrong.html">7 Basic Things You Won’t Believe You’re All Doing Wrong</a> (Over 4 million views) I’ve purposely chosen four radically different examples so you can see how remarkable content can be created in almost any industry. Remarkable content doesn’t have to be an article either. It could be as simple as a video, an image or even a useful widget for your industry that people will want to use on their website. Earning Them Earning backlinks is as simple as creating content for other websites and placing a link back to your website alongside the content. Both <a href="http://myblogguest.com/blog/what-is-guest-posting-an-infographic/">guest posting</a> and <a href="http://en.wikipedia.org/wiki/Article_marketing">article marketing</a> are variations of this tactic. Buying Them Although it is against search engines guidelines (and they will penalize you if they find out) it is possible to buy links. This means paying people to place your link on their website. It is not against the rules to pay someone to build links for you. If you are just buying links for the traffic benefit, this is allowed, just make sure the seller places rel=”nofollow” on the links. Unlike some SEO companies, at outstandingSEO we do not buy links for ourselves or our clients. However for the sake of education, here are three examples of link brokers: <a href="http://en.wikipedia.org/wiki/Article_marketing" rel="nofollow">Text Link Ads</a> <a href="http://www.tnx.net/?p=119594729" rel="nofollow">TNX</a> <a href="http://www.inlinks.com/" rel="nofollow">Inlinks</a> </article> <article> <h1>Anchor Text</h1> Danny Cooper — Mon, 22 Aug 2011 11:14:36 +0000 <a class="post_image_link" href="http://outstandingseo.com/anchor-text/" title="Permanent link to Anchor Text"></a> Anchor text is the part of a hyperlink, visible to visitors. Though styles vary, anchor text is usually either underlined or a different color than regular text to signify a link. For example our links are <a href="http://outstandingseo.com">red and underlined</a>. Here is a code level view: <pre>Example link: <a href="http://outstandingseo.com">ANCHOR TEXT</a></pre> Anchor text was originally created to give visitors a clue as to the link’s destination. Anchor text has been extremely successful at telling the average user where a link is pointing to in simple language, while staying relevant to the content on the page. That’s why search engines adopted it as a <a title="Ranking Factors" href="http://outstandingseo.com/ranking-factors/">ranking factor</a>. Search engines use of anchor text isn’t complex. Essentially, if enough sources link to you using the same phrase for anchor text, you will eventually start showing up in search engine results for that phrase. <h2>The First Link Rule</h2> One important aspect of link building many people overlook is the first link rule. The first link rule states: If there are two links on a page pointing to the same location, only one will pass <a href="http://outstandingseo.com/link-juice">link juice</a>. This means only the first instance of anchor text will matter. For example, if you have a link to your homepage in your navigation with the anchor text “Home,” then another link in your content, no matter what anchor text you use below, only “home” will be taken into account. </article> <article> <h1>Internal Links</h1> Danny Cooper — Mon, 22 Aug 2011 11:13:59 +0000 Previously I’ve written about external links (or <a title="Backlinks and External Links" href="http://outstandingseo.com/backlinks/">backlinks</a>), or links from other web pages outside of your domain. In this article we will talk about the opposite, links from within your domain, or internal links. The first thing you should note is that links from within your own domain will never carry as much weight as external links. This is because you have full control over them. Full control means you should have the choice to: a) Place the links wherever you wish. b) Control the anchor text of your links. c) Choose where the links point to. As we learned from our articles on <a title="Ranking Factors" href="http://outstandingseo.com/ranking-factors/">ranking factors</a> and <a title="Link Juice" href="http://outstandingseo.com/link-juice/">link juice</a>, these factors can be massive, and it is extremely rare for you to gainfull control of any of them with external links. And in the rare instance that you do, the links are likely <a title="Nofollow Links – What Are They?" href="http://outstandingseo.com/nofollow/">nofollowed</a>. Just because internal links don’t carry as much weight as external links, doesn’t mean they are weak. In fact, internal links are a huge factor in the overall health of your SEO, and it’s important you make the most out of them. Here are outstandingSEO’s top tips: Use perfect anchor text – Anchor text diversity is important, however you will usually achieve this from your external links. Use your full control to make the most of your internal links. Strategic linking – If you have pages that just need a small nudge to the grab the top spot, why not link to them yourself? Never nofollow – There is no reason to ever nofollow internal links, if you don’t want the search engines to count a link, why waste the link juice? Link often – Links keep your visitors engaged in your content by helping them explore. Never be afraid of linking too much. </article> </main></body></html>