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Rob Laporte

SEOmoz | Announcing SEOmoz's Index of the Web and the Launch of our Linkscape Tool - 0 views

www.seomoz.org/...e-launch-of-our-linkscape-tool

statistics seo link marketing

shared by Rob Laporte on 26 Oct 08 - Cached
  • Rob Laporte on 26 Oct 08
     
    After 12 long months of brainstorming, testing, developing, and analyzing, the wait is finally over. Today, I'm ecstatic to announce some very big developments here at SEOmoz. They include: * An Index of the World Wide Web - 30 billion pages (and growing!), refreshed monthly, built to help SEOs and businesses acquire greater intelligence about the Internet's vast landscape * Linkscape - a tool enabling online access to the link data provided by our web index, including ordered, searchable lists of links for sites & pages, and metrics to help judge their value. * A Fresh Design - that gives SEOmoz a more usable, enjoyable, and consistent browsing experience * New Features for PRO Membership - including more membership options, credits to run advanced Linkscape reports (for all PRO members), and more. Since there's an incredible amount of material, I'll do my best to explain things clearly and concisely, covering each of the big changes. If you're feeling more visual, you can also check out our Linkscape comic, which introduces the web index and tool in a more humorous fashion: Check out the Linkscape Comic SEOmoz's Index of the Web For too long, data that is essential to the practice of search engine optimization has been inaccessible to all but a handful of search engineers. The connections between pages (links) and the relationship between links, URLs, and the web as a whole (link metrics) play a critical role in how search engines analyze the web and judge individual sites and pages. Professional SEOs and site owners of all kinds deserve to know more about how their properties are being referenced in such a system. We believe there are thousands of valuable applications for this data and have already put some effort into retrieving a few fascinating statistics: * Across the web, 58% of all links are to internal pages on the same domain, 42% point to pages off the linking site. * 1.83%
Rob Laporte

The Real Impact of Mobile-First Indexing & The Importance of Fraggles - Moz - 0 views

moz.com/...the-importance-of-fraggles

seo roi planning

shared by Rob Laporte on 21 Jul 19 - No Cached
  • We have also recently discovered that Google has begun to index URLs with a # jump-link, after years of not doing so, and is reporting on them separately from the primary URL in Search Console. As you can see below from our data, they aren't getting a lot of clicks, but they are getting impressions. This is likely because of the low average position. 
  • Start to think of GMB as a social network or newsletter — any assets that are shared on Facebook or Twitter can also be shared on Google Posts, or at least uploaded to the GMB account.
  • You should also investigate the current Knowledge Graph entries that are related to your industry, and work to become associated with recognized companies or entities in that industry. This could be from links or citations on the entity websites, but it can also include being linked by third-party lists that give industry-specific advice and recommendations, such as being listed among the top competitors in your industry ("Best Plumbers in Denver," "Best Shoe Deals on the Web," or "Top 15 Best Reality TV Shows"). Links from these posts also help but are not required — especially if you can get your company name on enough lists with the other top players. Verify that any links or citations from authoritative third-party sites like Wikipedia, Better Business Bureau, industry directories, and lists are all pointing to live, active, relevant pages on the site, and not going through a 301 redirect. While this is just speculation and not a proven SEO strategy, you might also want to make sure that your domain is correctly classified in Google’s records by checking the industries that it is associated with. You can do so in Google’s MarketFinder tool. Make updates or recommend new categories as necessary. Then, look into the filters and relationships that are given as part of Knowledge Graph entries and make sure you are using the topic and filter words as keywords on your site.
  • ...3 more annotations...
  • The biggest problem for SEOs is the missing organic traffic, but it is also the fact that current methods of tracking organic results generally don’t show whether things like Knowledge Graph, Featured Snippets, PAA, Found on the Web, or other types of results are appearing at the top of the query or somewhere above your organic result. Position one in organic results is not what it used to be, nor is anything below it, so you can’t expect those rankings to drive the same traffic. If Google is going to be lifting and representing everyone’s content, the traffic will never arrive at the site and SEOs won’t know if their efforts are still returning the same monetary value. This problem is especially poignant for publishers, who have only been able to sell advertising on their websites based on the expected traffic that the website could drive. The other thing to remember is that results differ — especially on mobile, which varies from device to device (generally based on screen size) but also can vary based on the phone IOS. They can also change significantly based on the location or the language settings of the phone, and they definitely do not always match with desktop results for the same query. Most SEO’s don't know much about the reality of their mobile search results because most SEO reporting tools still focus heavily on desktop results, even though Google has switched to Mobile-First.  As well, SEO tools generally only report on rankings from one location — the location of their servers — rather than being able to test from different locations. 
  • The only thing that good SEO’s can do to address this problem is to use tools like the MobileMoxie SERP Test to check what rankings look like on top keywords from all the locations where their users may be searching. While the free tool only provides results with one location at a time, subscribers can test search results in multiple locations, based on a service-area radius or based on an uploaded CSV of addresses. The tool has integrations with Google Sheets, and a connector with Data Studio, to help with SEO reporting, but APIs are also available, for deeper integrations in content editing tools, dashboards and for use within other SEO tools.
  • Fraggles and Fraggled indexing re-frames the switch to Mobile-First Indexing, which means that SEOs and SEO tool companies need to start thinking mobile-first — i.e. the portability of their information. While it is likely that pages and domains still carry strong ranking signals, the changes in the SERP all seem to focus less on entire pages, and more on pieces of pages, similar to the ones surfaced in Featured Snippets, PAAs, and some Related Searches. If Google focuses more on windowing content and being an "answer engine" instead of a "search engine," then this fits well with their stated identity, and their desire to build a more efficient, sustainable, international engine.
Rob Laporte

What Is Link Equity? How It Works & Why It Matters for SEO - 0 views

searchengineland.com/...link-equity

seo link marketing

shared by Rob Laporte on 31 Jul 25 - No Cached
  • Link placement and context influence transfer Links positioned in the main “content area” can transfer more equity than those buried in footers or sidebars, acting as a more potent vote of confidence. Google Search recognizes that editorial links within relevant content—like within a blog post or landing page copy—indicate stronger endorsements and more relevance than navigational or promotional links. The surrounding content context matters significantly. A link about “technical SEO audits” embedded within a paragraph discussing site optimization, for example, carries more relevance signals than the “Contact Us” link in the site’s navigational menu at the top of the blog. 
  • While exact-match anchor text isn’t required, descriptive anchor text helps search engines understand the destination page’s topic and purpose.
  • External links typically carry more weight per link (often correlating with the linking site’s authority), but internal links offer more control and scalability without veering into black-hat SEO strategy. A well-structured internal linking system can amplify the impact of external backlinks by distributing their equity strategically throughout your site.
  • ...11 more annotations...
  • To preserve link equity when implementing redirects: Limit redirect chains to no more than two hops when possible Use 301 redirects for permanent moves, 302 for temporary changes Monitor redirect chains regularly and consolidate them into direct redirects Avoid redirecting to irrelevant or low-quality pages that waste transferred equity
  • 301 redirects preserve the vast majority of link equity, making them the preferred choice for permanent URL changes. However, redirect chains—which are redirects that lead to other redirects—can dilute equity with each additional hop.
  • Since 2019, Google treats nofollow as a “hint” rather than a directive for crawling and indexing purposes. This means some nofollow links may still pass small amounts of equity, particularly when they appear in editorial content contexts. Use nofollow links strategically to maximize positive link equity with these tactics: Reserve nofollow for truly untrusted or commercial links Don’t nofollow internal links unless you specifically want to prevent equity flow Avoid mass nofollowing as a “PageRank sculpting” tactic, as it’s generally ineffective Focus on creating valuable link targets rather than manipulating equity flow
  • Add canonicals to paginated content and parameter-heavy URLs to designate the main page Avoid these canonical tag mistakes to help you preserve your link equity:  Using self-referencing canonicals on every page when it’s not necessary  Pointing canonicals to irrelevant or significantly different pages Creating conflicting signals between canonicals and redirects Not adding canonicals on paginated content or parameter-heavy URLs
  • Focus on creating valuable link destinations rather than restricting equity flow. If a page isn’t worth passing equity to, consider whether it should exist at all. And if you’re using nofollow links to try to block specific parts of your site, look at other methods like deindexing to do so. 
  • Outdated SEO advice originally suggested “PageRank sculpting” through selective nofollowing. Modern Google algorithms make this approach ineffective, as these tags are viewed as “hints.” Instead, it may just prevent your site from building page equity. 
  • Pages with no outbound links create “equity sinks” where authority accumulates but doesn’t benefit other parts of your site. These pages miss opportunities to strengthen related content and improve overall site architecture.
  • Common redirect problems that impact link equity may include:  HTTP to HTTPS redirects followed by www to non-www redirects
  • A 2024 study found that appearing in an AI overview could require as little as 13 referring domains, which is obtainable even for small brands. 
  • A 2024 study found that sources cited in AI overviews match the top 10 organic search results 99.5% of the time.
  • Featured snippets  An Ahrefs analysis of 2 million featured snippets found that 99.58% of featured snippet URLs also rank in the top 10 organic results. This data suggests that the same authority signals that drive organic rankings also influence snippet selection. Link equity, of course, is a confirmed ranking factor.  The business impact can be substantial. Featured snippets can increase click-through rates by up to 114%, even when the snippet provides a complete answer. This suggests users still value visiting authoritative sources, making link equity investment worthwhile even in a zero-click environment
jack_fox

Google Shares How 301 Redirects Pass PageRank - Search Engine Journal - 0 views

www.searchenginejournal.com/...275503

seo

shared by jack_fox on 28 Mar 19 - No Cached
  • A redirect from one page to an entirely different page will result in no PageRank being passed and will be considered a soft 404.
  • the 301 redirect will pass 100% PageRank only if the redirect was a redirect to a new page that closely matched the topic of the old page.
  • Is there any link equity loss from redirect chains?
  • ...1 more annotation...
  • John Mueller answered:“For the most part that is not a problem. We can forward PageRank through 301 and 302 redirects. Essentially what happens there is we use these redirects to pick a canonical. By picking a canonical we’re concentrating all the signals that go to those URLs to the canonical URL.”
Rob Laporte

301 vs. 410 vs. 404 vs. Canonical | LinkedIn - 0 views

www.linkedin.com/...s-410-vs-404-53266.S.173139363

seo site code & design

shared by Rob Laporte on 12 Oct 12 - No Cached
  • However, after looking at how webmasters use them in practice we are now treating the 410 HTTP result code as a bit "more permanent" than a 404. So if you're absolutely sure that a page no longer exists and will never exist again, using a 410 would likely be a good thing. I don't think it's worth rewriting a server to change from 404 to 410, but if you're looking at that part of your code anyway, you might as well choose the "permanent" result code if you can be absolutely sure that the URL will not be used again. If you can't be sure of that (for whatever reason), then I would recommend sticking to the 404 HTTP result code.
jack_fox

SEO + CRO: A Match Made In Website ROI Heaven | Botify - 0 views

www.botify.com/seo-cro

seo usability & CRO

shared by jack_fox on 18 Jan 20 - No Cached
  • Google also recommends that you should use 302 (temporary) redirects rather than 301 (permanent) redirects when using URL redirection to conduct split tests.
  • try using the AB test results (which often come faster) to inform content and title tag changes. For example, if you find out certain messaging makes people fill out your form more, try using that in your title tags in hopes of producing a higher CTR.
Rob Laporte

Problem with Google indexing secure pages, dropping whole site. - Search Engine Watch F... - 0 views

forums.searchenginewatch.com/showthread.php

seo site code & design

shared by Rob Laporte on 04 May 09 - Cached
  • Coincidentally Google e-mailed me today saying to use a 301 redirect for the https page to http. This is the first thought I had and I tried to find code to do this for days when this problem first occurred-I never found it.
  • Rob Laporte on 04 May 09
     
    04-25-2006 Chris_D's Avatar Chris_D Chris_D is offline Oversees: Searching Tips & Techniques Join Date: Jun 2004 Location: Sydney Australia Posts: 1,103 Chris_D has much to be proud ofChris_D has much to be proud ofChris_D has much to be proud ofChris_D has much to be proud ofChris_D has much to be proud ofChris_D has much to be proud ofChris_D has much to be proud ofChris_D has much to be proud ofChris_D has much to be proud of Hi docprego, Set your browser to reject cookies, and then surf your site (I'm assuming it's the one in your profile). now look at your URLS when you reject cookies..... /index.php?cPath=23&osCsid=8cfa2cb83fa9cc92f78db5f4 4abea819 /about_us.php?osCsid=33d0c44757f97f8d5c9c68628eee0e 2b You are appending Cookie strings to the URLS for user agents that reject cookie. That is the biggest problem. Get someone who knows what they are doing to look at your server configuration - its the problem - not Google. Google has always said: Quote: Use a text browser such as Lynx to examine your site, because most search engine spiders see your site much as Lynx would. If fancy features such as JavaScript, cookies, session IDs, frames, DHTML, or Flash keep you from seeing all of your site in a text browser, then search engine spiders may have trouble crawling your site. Allow search bots to crawl your sites without session IDs or arguments that track their path through the site. These techniques are useful for tracking individual user behavior, but the access pattern of bots is entirely different. Using these techniques may result in incomplete indexing of your site, as bots may not be able to eliminate URLs that look different but actually point to the same page. http://www.google.com/webmasters/guidelines.html You've also excluded a few pages in your http port 80 non secure robots.txt which I would have expected that you want to be indexed - like /about_us.php From an information architecture perspective, as Marcia said - put the stuff that n
Rob Laporte

Why do webpages lose page rank and indexing when they are redirected? - Google Groups - 0 views

productforums.google.com/forum

301 SEO Results

shared by Rob Laporte on 27 Sep 12 - No Cached
  • ????1) Google has to crawl the old URL.    If Google typically crawls 10 pages a week, then it is only likely to find and follow 10 redirects per week!    (it may be less, as it may crawl some pages 2+ times per week)2) Google then has to transfer the various values/factors/scores/data etc. from one "account" to another "account".    (Think of it like moving house - Google is hte Mail service, and has to collect the mail and then pass it on)3) PAgeRank in the ToolBar may not update for a while.    Google only "pushes" the visibile PR (toolBar PAgeRank) every so often.    Thus you may not see a visible PR for some time.4) THere are numerous factors in Ranking.    If htere is a fair bit of PageRankFlow (the passing of link value between your own pages) - then this may suffer a temporary upset whilst things are being shifted around..Please - have some patience.This sort of thing takes time.
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