Internal Linking Link Juice Sculpting
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Internal LinkingLink Juice Sculpting
SMX EastOctober 7, 2008
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The Syntax
• NoFollow Attribute– <a href=“/someurl.html” rel=“nofollow”>
• NoFollow Metatag– <meta name="robots" content="nofollow">
• NoIndex Metatag– <meta name="robots" content="noindex”>
• Combined NoFollow and NoIndex– <meta name="robots" content="noindex,
nofollow">
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Robots.txt Syntax
• User-agent: *• Disallow: /
– Prevents all crawling of your site
• user-agent: *• disallow: /test/• disallow: /cgi-bin/
– Prevents crawling of your test and cig-bin folders
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Link 1 YES
YES
YES
YES
Link 2
Link 3
NoIndex Illustrated
SE Index
SE Robot
NO
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Link 1NO
NO
NO
YES
Link 2
Link 3
NoFollow Metatag Illustrated
SE Index
SE Robot
YES
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Link 1 NO
YES
YES
YES
Link 2
Link 3
NoFollow Attribute Illustrated
SE Index
SE Robot
YES
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Link 1 NO
NO
NO
NO
Link 2
Link 3
Robots.txt Illustrated
SE Index
SE Robot
YES
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Duplicate Content Scenario
• PR 7 Site - aggregates press release content• About 60% the press releases show up on
other sites• Value add of the site was to aggregate and
organize the press releases• Google was having none of it
– Hit by an algorithmic penalty
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Duplicate Content Solution• NoIndex the pages
– Let crawler find and remove the pages
• Can speed this up using URL Removal Tool in WMT
• Once removed, NoFollow links to the pages• DON’T use Robots.txt.
– What if someone else links to them?– Want it to be able to pass juice
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Content Syndication
• Syndicate tens of thousands of pages• Exact copies of content for a major media site• To a PageRank 8 site• Sounds like major trouble, no?• SOLUTION:
– NoIndex the syndicated pages– Prevents dupe content problem– Still passes link juice
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The Site that took the Content?
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Link Building
• Ecommerce site• Hard to get links for it• SOLUTION:
– Build a rich content tree– Get links to that– Incorporate in the content tree links to key parts
of the site– NoFollow all the other links
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Link Building for E-Commerce
LinksE-Comm
Quality Content
Other Site Pages
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Very Basic Sculpting
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What They Did
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This Example From Citysearch
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Http and Https Dupe Content• E-commerce site• User lands on http://www.yourdomain.com• Puts a product in the shopping cart• Goes to check out• Get sent to
https://www.yourdomain.com/shoppingcart.asp• That page uses relative links (instead of
absolute)
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Http and Https Dupe Content - 2
• Example link:– <a href=“/about-us.asp”> - Instead of:– <a href=http://www.yourdomain.com/about-us.asp>
• Click About Us on the home page:– <a href=http://www.yourdomain.com/about-us.asp>
• Click About Us on the shopping cart page:– <a href=https://www.yourdomain.com/about-us.asp>
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Http and Https Solution
• Implement https://robots.txt to Disallow crawling of https pages.
• NoFollow all links to the https pages.• Make sure you use https only where you really
need it