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Not All Links Are Equally Useful: Conclusion from MOZ. Part 2

02.09.2019

In the previous article we started to discuss links that MOZ do not consider useful. Today we will continue this topic and you will learn more about the quality of links for your website.

10. The growth rate of links indicates the relevance of the page
If the search registers a sharp natural increase in links to the page, then it interprets this as a signal of relevance. Similarly, if a search registers a significant decrease in the growth rate of links, this means that the page has lost its relevance and will most likely be lowered in the search results.

All of these principles are clearly described in a Google patent - Information Retrieval Based on Historical Data.

Темп прироста ссылок указывает на актуальность страницы

So what?

Track and maintain the rate of natural link growth to keep your positions in the search.


11. Google depreciates spam links
There are billions of links online, but Google doesn’t consider everything to rank sites. The purpose of the search is to take into account exclusively author links, those that are outside the competence of the webmaster and are linked voluntarily.

Google states that it does not take into account links that violate the rules and standards of the system.

Google обесценивает спам-ссылки

In fact, there are suspicions that Google does not ignore all spam links. And in cases where it detects clear manipulative intentions, the algorithm may lower the site in the SERP.

So what?

If you still went too far with poor links, make sure to reject them to avoid filters.


12. Reference echo: the effect of the link may persist for some time after its removal
There is still no clear explanation of why this is happening. One of the explanations may be the consideration of other factors after the site received the effect of the link. For example, links from a reputable site brought the page to the top of the search results. After that, the search recorded an improvement in behavioral factors and engagement. After some time, links from reputable sites disappeared. But the page remains in the top, as it has earned the trust of users.

Ссылочное эхо: эффект от ссылки может сохраняться некоторое время после ее удаления

So what?

This fact should be taken into account in the opposite direction: after the rejection of poor-quality links, the negative effect from them will persist for some time.


13. Links from sites citing authoritative publications have more weight
Although Google says it does not consider outbound links as a direct ranking factor, there have nevertheless been official mentions that outbound links can affect the site’s in SERPs.

In particular, Matt Cutts pointed out that:

Just as Google lowers confidence in pages that link to spammy and untrustworthy sites, citing reputable sources can improve ranking.

Ссылки с сайтов, цитирующих авторитетные издания, имеют больший вес

So what?

In publications of a promoted site, refer to authoritative sources. Make a list of thematic authoritative sites and look for opportunities to refer to them in your publications.


14. Pages that link to spam sites depreciate other outbound links
Returning to Cutts' previous quote, it becomes clear that Google does not trust sites that link to spammy questionable sources. Links to normal sites from pages that Google does not trust also lose weight.

Страницы, ссылающиеся на спамные сайты, обесценивают другие исходящие ссылки

(!) Tip: always choose authoritative sites for outgoing links. No options.


15. Nofollow links sometimes carry weight
Nofollow links were introduced to prevent spam, especially in user-generated content that cannot be controlled in real-time. However, experiments and studies show that nofollow links, especially from reputable resources can still influence the ranking.

Nofollow-ссылки иногда имеют вес

So what?

If you can get a link from a mega-reputable site, even if it’s nofollow, do it!


16. JavaScript links give weight if Google can render them
The traditional practice of webmasters is to wrap links in JavaScript, knowing that Google will not see them like that. Now the search has already learned how to handle JavaScript and can pull links from it if:

  • code correctness
  • link has an anchor and href attribute

JavaScript-ссылки передают вес в том случае, если Google способен их обработать


17. If a page links to the same URL multiple times, the first link has priority
Or rather, the first anchor. Google indicates that if a robot detects multiple links to the same URL on a page, then only the first anchor will be taken into account for the ranking.

Если страница ссылается на один и тот же URL несколько раз, первая ссылка имеет приоритетное значение

So what?

It makes no sense to insert 2-3 links in one publication to the same site in order to influence the ranking. In placing links, it is important to be guided by common sense and value for the user: whether the reader will find all the links indicated in the content useful.
 

18. Robots.txt determines how and whether search links will be visible at all
This is obvious. In order for Google to recognize the link and take it into account in rankings, it must have access to the links. There are a number of page-level and domain-level directives that block the search engine from accessing links:

  • robots.txt closes URLs from being crawled by search engines
  • nofollow directive used
  • the page is set to “noindex, follow”, but for some reason, Google stops crawling

Robots.txt определяет, как и будут ли вообще видны ссылки поиску

So what?

Just check your robots.txt file and make sure that everything is set up correctly.


19. Normally rejected (disavowed) links do not transfer link weight
To eliminate the risk of receiving a filter for spammy links, webmasters use the Google Disavow Tool.

Обычно отклоненные ссылки не передают ссылочный вес

So what?

If your site’s profile contains suspicious links, it’s better to reject them, rather than hoping that Google will not take them into account.


20. Mentioning without links can also become a signal of the authority of a site
Google uses additional signals to determine the credibility of the site even without links. Mentions, reviews, the context in which the names of the site / brand / product are also taken into account by the search in determining the credibility of the page. Officially, Google has not confirmed this fact anywhere.

Упоминания без ссылок могут также становится сигналами авторитетности сайта

So what?

It is important that the site is not just referenced, but that they talk about it. Dilute your external content marketing strategy with publications with mentions but no links. The nature of the publications is informational, the tone is positive.
 

These facts and infographic were provided by MOZ experts. All the data indicated in the publication is either from official Google sources or has received practical confirmation from independent webmasters. Thanks to the MOZ experts for the materials provided.

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