Why Deep Linking is Important for SEO

What is Deep Linking?

What you link, anchor text, is just as important as where you link. The idea of deep linking means digging through your site, past your home page and linking internal pages where it makes sense to do so. The “old” idea of good SEO was to push everything and anything to the home page. You wanted the home page to rank for general, long-tail terms and everything in between.
deep-sea-link

While this is great in theory, it just doesn’t play out so well in real life. Not only is this terrible for user experience, but it’s also not good for your back link anchor text profile.

How Do You Link Deep?

Instead of pushing a reader to visit your home page, push them to visit a specific page that will help them solve their problem. You can deep link anywhere you would regularly link your home page. You can link your About Us page on your YouTube Channel, add your Office page to Facebook, or promote your Testimonials page on a press release.

WHY DEEP LINKING IS IMPORTANT FOR SEO

Deep linking also applies in non-traditional SEO/linking methods. For example, if you’re trying to interest a car buyer with an online inquiry, you’re not just going to send them an automated email asking them to visit your home page for more information. You’re going to want to engage with them, ask them their interests, and find them specific pages for the cars their looking for (electric, luxury, sporty etc.)

Why Use Deep Linking?

Deep linking is great for a variety of reasons. First, of all the main goal of deep linking is to increase your site’s relevancy, thus increase pages views while decreasing bounce rates. The idea is that if you link to a specific inside page, visitors will be attracted and encouraged to stay and read. If you just link to your home page, in hopes that they’ll search through to find what they’re looking for, chances are that they’ll leave almost immediately… resulting in a 100% bounce rate.

Deep linking also brings out a sense of authority and trust. If you use specific anchor text and language, users expect to be taken to a particular page. You deliver what you promise and aren’t trying to hijack a link in hopes of getting traffic just to your home page.

So, if you’ve primarily been linking to your home page, it’s time to stop and encourage the deep linking method. Your back link profile is probably very home page in terms of links and could use some diversification. Here are some other places you can practice deep linking: social media profiles, press releases (remember to nofollow!), emails, newsletters, niche & trustworthy directories, paid ads, and more.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Why Do “Bad” Sites Rank Well?

This is a common question that web site owners and developers often ask. It can be hard to digest whilte trying to figure out why a competitor’s site is outranking yours. Especially when said site appears to be of lower quality than your own. As Matt Cutts offers some thoughts in this video, it’s important to remember:

1) You can’t see 100% of a competitor’s backlinks – Whether you’re using SEOmoz, Ahrefs, Screaming Frog, Majestic SEO, or the latest links report from Webmaster Tools, it’s important to remember that different reports pull up different links from different sources. As Matt explains, your report might have pulled up “spammy” backlinks from a low-quality site but missed some more relevant links from authoritative sites. Looking at one report won’t tell you the whole picture and you always have to remember that there is an element of the unknown.

2) An incomplete competitor analysis – While backlinks may not tell a complete story, there are other forms of marketing that you can’t account for because they’re not immediately available. For example, how would you know how much a competitor is investing into a paid search campaign? Are they using TV ads or aggressive e-mail blasts or traditional mailing ads?

If this teaches you something, nowadays, it’s important to diversify your marketing campaigns and integrate different types when possible so that you aren’t overly reliant in one area, if it suddenly fails.

3) Google’s algorithm and updates aren’t perfect and are a continuous work in progress – Even Matt has to admit and agree that there are some things that Google’s algorithm can’t account for. For example, a hacked site that is using illicit tactics in order to gain rankings isn’t something that a single update targets. But consistent updates may help clear up SERPs of sites who clearly manipulated their backlinks. It may take awhile for Google to catch up when it comes to that particular industry.

4) Risky tactics can’t and don’t achieve rewards that last forever – Do high rewards for high risks sound like a good strategy for your business? Think again. In some industries (such as online pharmaceuticals, car insurance and online gambling) the market is inundated with players who rely on these tactics in order to maximize their profits in a short amount of time. The site might rank well, but in the long-run it cannot last. How long will you see these people in the top spots? A few weeks? A few days? This is not a business model you want to take after.

5) The mystery of how Google works – With over 200 updates last year, it’s almost impossible to predict what Google’s next move is. Your best bet is to practice white hat SEO tactics and review Google’s quality guidelines as they apply to your website.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Blogging Basics

Blogs have reached a new level of popularity in the past several years. Many websites and companies have started one or more consistent blogs in order to add quality content to their sites, which helps to increase their ranking.  According to the numbers provided by New Media Lab in Austin, blogging grew by 68 percent in 2008; 356 million people worldwide read blogs; and 77 percent of active Web users read blogs. New Media Lab provided these statistics regarding who is blogging in the United States:

* 51 percent male
* Age 35+ (58 percent)
* Age 18-34 (42 percent)
* College educated (74 percent)

What is blogging?

Blogging is a social networking tool that can be used for personal and/or professional reasons. A blog is like an online journal that allows you to write about whatever you want. Individuals often use blogs to share personal information and personal opinion with family and friends whereas organizations or companies often use blogs to advertise their services and provide helpful information to clients and potential clients. Setting up and maintaining a blog is simple and usually free of cost, making it an exceptionally useful tool for companies when it comes to educating the public on their business, their products or their services.

Blogs are an easy way for people and businesses to publish their ideas and their opinions. Commenting is allowed on most blogs, making it a kind of conversation. Blogs allow readers to actively participate in the blog by responding to posts and thereby sharing their opinion as well.

Setting up a blog

The first step to setting up your blog is deciding on a unique name. Once you have a name, you should lock in a domain name for your blog. Next, you need to pick your content management system, which will provide you with the tools needed to manage your blog. The two most popular platforms are Blogger and WordPress. Blogger is free, but is somewhat limited in comparison. Next you must design your page. Several tools can help you customize your blog design, including WordPress Themes, Template Monster, and Unique Blog Designs. Also, remember to turn on the comment option. Comments are a good way to get feedback and make your blog appear popular.

Adding Social Media and Links

Add links onto your blog to any of your other social media profile pages, such as Twitter and Facebook. It is also smart to add links to any other personal or corporate pages you have. After you have done this, add links onto these other social media profile pages back to your blog. Many social bookmarking plug-ins can help promote your blog, including:

* Digg
* Sphinn
* Twitter
* Delicious
* StumbleUpon

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.