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How to Benefit from “SEO Power” of Links to Old Press Release Pages?



The person asking the question stated that they have a large amount of press releases that have accumulated inbound links from high authority sites, presumably from sites like news sites and other sites that might be important to the niche.

The question revolves on how to reorganize the site so that the entire press release section is blocked off from Google but in a way that the site could still benefit from the inbound links from the “high authority” sites.

“…We have a site with a large number of press release pages.

These are quite old…they have accumulated a large amount of backlinks but they don’t get any traffic.

But they are quite high authoritative domains pointing to them.”

The question continued:

“I was thinking… we can move it to an archive. but I still would like to benefit from the SEO power these pages have built up over time.

So is there a way to do this cleverly… moving them… to an archive… but then still… benefit from the SEO power these pages have built up over time?”

There’s a lot to unpack in that question, especially the part about the accumulation of links to a section of the site and the “SEO power” those pages have to spread around.

There are many SEO theories about links because it’s unclear how Google uses them.


The word “opaque” means something that is not transparent and makes it hard to see something clearly.

Google is not only opaque about how they use links, but the way they use links is evolving, just like the rest of their algorithms. That further complicates forming ideas about how links actually work.

Googlers have made statements about some of these ideas, like the concept of links conferring so-called authority to entire domains (Google’s John Mueller reaffirms that Google does not have a domain authority metric or signal in use at Google).

So sometimes it’s best to keep an open mind about links in order to be receptive to information that might counter what is commonly accepted as true, especially if there are multiple statements from Googlers that contradict those ideas.

John Mueller paused to think before answering the question about best way to benefit from “SEO power” of old links.

Screenshot of Google's John Mueller answering question about SEO Power of links

Then he said:

“I mean, you can just redirect them to a different part of your site.

If you have an archive section for this kind of older content, which is very common, then… moving the content there and redirecting the URLs there, that essentially tells us to forward the links there.”

The person asking the question said that some of the content needed to be there for legal reasons and that Google doesn’t have to access those web pages all the time.


He said that he was considering disallowing the folder that contained the web pages.

Disallowing means blocking search engines from crawling certain pages using the Robots.txt protocol, which search engines are obliged to obey.

Robots.txt is a way, among several things, to tell search engines which pages not to crawl.

His follow up question was:

“Will this also mean that the built-up SEO Power will be ignored from that point onward?”

Google’s Mueller closed his eyes and tilted his head up, pausing a moment before answering that question.

John Mueller Paused Before Answering Question about SEO Power of Links

Screenshot of Google's John Mueller answering question about SEO Power of links

John said:

“So probably we would already automatically crawl less if we recognize that they’re less relevant for your site.

Not the case that you need to block it completely.

If you were to block it completely with robots.txt, we would not know what was on those pages.


So essentially, when there are lots of external links pointing to a page that is blocked by robots.txt then sometimes we can still show that page in the search results but we’ll show it it with a title based on the links and a text that says, oh, we don’t know what is actually here.

And if that page that is being linked to is something that is just referring to more content within your website, we wouldn’t know.

So we can’t, kind of, indirectly forward those links to your primary content.

So that’s something where if you see that these pages are important enough that people are linking to them, then I would try to avoid blocking them by robots.txt.
The other thing kind of to keep in mind, also is that these kind of press release pages, things that collect over time, usually the type of links that they attract are a very time-limited kind of thing, where a new site will link to it once.

And then when you look at the number of links, it might look like there are lots of links here. But these are really old news articles which are in the archives of those news sites, essentially.

It’s also kind of a sign, well, they have links but those links are not extremely useful because it’s so irrelevant in the meantime.”

SEO Power of Links?

It’s notable that Mueller refrained from discussing the “SEO power” of links. Instead he focused on the time related quality of the links and the (lack of) usefulness in terms of relevance for old news related links.

The SEO community tends to think of news related links as being useful. But Mueller referred to “really old news articles” as being in archives and also being a sign that those links are not useful because of relevance issues.


In general, news has time-based relevance. What was relevant five years ago may not be as useful or relevant in the present.

So in a way, Mueller seemed to be indirectly downplaying the notion of “SEO power” of links because of issues related to where those links were coming from (archived news) and because of the passage of time making those links less useful because they are referring to a topic that may not be evergreen but was of the moment, a moment that has already passed.


Watch the Google office hours hangout:


How to Manage Your Online Brand?



You might be asking yourself, “Why do I need to manage my online brand?” It’s a valid question, especially if you’re not sure what managing your online brand means precisely.

In short, managing your online brand is the process of taking control of how others see you and your business online. This can involve creating and maintaining a strong presence on social media, developing positive reviews and testimonials, and monitoring your web analytics to track progress.

By taking the time to manage your online brand, you can improve your chances of success in today’s digital age.

In this article, we’ll explore some key reasons why managing your online brand is essential.

What is an online brand, and why do you need one?

Your online brand is the way you are perceived by others online. This includes your website, social media profiles, online reviews, and all other digital real estate that represents you when someone searches for you or your business.

It’s important to have one because it helps your potential customers get to know, trust, and like you before they buy anything from you. A strong online brand can also help you attract new customers and grow your business.

It’s good to remember that your online brand is the first thing people will see when they search for you, so it’s important to make sure it represents you and your business well.

How to manage your online brand for success?

Your online brand is your reputation. It’s how people perceive you when they see your name, read your work, or interact with you online.


A strong online brand can help you attract new clients, collaborators, and opportunities. But how do you create and manage your brand for success?

1) Consider what you want your online brand to convey.

Are you an expert in a certain field? A thought leader? A creative visionary?

Once you know what you want your brand to communicate, be consistent in everything you do online.

Use the same name, photo, and bio across all of your social media platforms. Post regularly about topics related to your brand, and make sure the tone of your posts is consistent with the image you’re trying to convey.

2) Interact with other people online in a way that reinforces your brand.

When someone mentions you in a post, thank them publicly. If someone leaves a negative comment on one of your posts, don’t delete it – instead, respond politely and professionally.

By managing your online brand thoughtfully and proactively, you can set yourself up for success both online and offline.

3) Monitor your web analytics to track your progress.

Use Google Analytics or another web analytics tool to track how people are finding you online and what they’re doing on your website. This data can give you insights into what’s working well and what needs improvement.

For example, if you see that most of your website visitors are coming from Facebook, you might want to focus on creating more engaging content for that platform.


Or, if you notice that people are spending a lot of time on your blog but not your sales page, you might need to work on driving traffic to your products or services.

4) Make sure your website represents your brand well.

Your website is often the first thing people will see when they search for you online, so it’s important to make sure it’s up-to-date and represents your brand well.

Update your website regularly with new blog posts, photos, and products. Use attractive visuals, easy-to-navigate menus, and clear calls to action.

If you’re not sure how to create a website that represents your brand well, consider working with a web designer or developer.

5) Pay attention to your social media presence.

Social media is a powerful tool for managing your online brand. Use it to connect with your audience, share your work, and promote your products or services.

Be sure to post regularly, interact with others, and use hashtags and keywords that will help people find you. You can also use social media ads to reach a wider audience or promote specific products or services.

6) Monitor your online reputation.

Use Google Alerts or another tool to monitor your online reputation. This will help you stay on top of what people are saying about you online and take action if necessary.

For example, if you see a negative review of your business, you can reach out to the customer directly to try to resolve the issue. Or, if you see someone spreading misinformation about your work, you can correct it.


7) Manage your online brand proactively.

The best way to manage your online brand is to be proactive. Be thoughtful about everything you do online, from the content you post to the way you interact with others. By taking control of your online presence, you can set yourself up for success both professionally and personally.

By following these tips, you can create and manage an online brand that will help you achieve your goals.

The benefits of having a strong online brand

Let’s look at a few benefits of having a strong online brand:

1) Stand out from the competition.

With so much noise online, it can be difficult to stand out from the crowd. But if you create a well-defined brand, you’ll be better able to cut through the clutter and attract attention.

2) Build trust and credibility.

A strong online brand can help you build trust and credibility with your audience. If people know what to expect from you, they’re more likely to trust and respect you.

3) Connect with your audience.

By definition, a brand is a way of differentiating yourself from others. But it’s also a way of connecting with your audience on a deeper level. When done well, branding can create an emotional connection between you and your audience.

4) Drive traffic and sales.

A strong online brand can help you drive traffic and sales. If people are familiar with your brand, they’re more likely to buy from you. And if they trust and respect you, they’re more likely to tell others about you.

5) Increase your visibility.

A well-managed online brand will increase your visibility online. When people search for you or your business, you’ll be more likely to show up in the search results. And when people see you frequently in their feeds, you’ll be more likely to stay top of mind.


6) Attract media attention.

A strong online brand can help you attract media attention. If you’re known for something specific, journalists and bloggers will be more likely to write about you. This can help increase your visibility and reach even further.

7) Enhance your career prospects.

Your online brand can have a big impact on your career prospects. If you’re looking for a new job, employers will likely research you online. And if you’re an entrepreneur, investors will want to know more about your brand before they invest in your business.

8) Make a positive impact.

Finally, a strong online brand can help you make a positive impact in the world. If you’re passionate about something, you can use your platform to raise awareness and advocate for change.

The importance of staying consistent with your branding strategy

As you can see, there are many benefits to having a strong online brand. But it’s not enough to just create a brand—you also need to be consistent with your branding strategy.

When it comes to branding, consistency is essential. Your audience needs to know what to expect from you, and they need to see that you’re consistent in your messaging and your visuals.

Here are a few pointers if you’re not sure how to stay consistent with your branding:

1) Define your brand.

The first step to being consistent with your branding is to define your brand. What do you want people to think of when they see your name or your logo? What do you want your brand to represent?

2) Create guidelines.

Once you’ve defined your brand, it’s time to create guidelines. These guidelines should include everything from your mission statement to the colors and fonts you use in your branding. By having a set of guidelines, you’ll be able to ensure that all of your marketing materials are on-brand.


3) Train your team.

If you have a virtual assistant or team, it’s important to train them on your branding guidelines. Make sure everyone knows what your brand represents and how they can help you maintain a consistent brand identity.

4) Monitor your brand.

Once you’ve launched your brand, it’s important to monitor it. This means paying attention to how people are reacting to your brand and making sure that you’re still presenting yourself in the way you want to be seen.

5) Be prepared to adjust.

Finally, be prepared to adjust your branding strategy as needed. As your business grows and changes, your branding will need to change with it. By being flexible and willing to adjust, you’ll be able to ensure that your brand is always relevant.

Wrap Up

A strong online brand is essential for any business or individual. By definition, your online brand is the way you’re perceived by others online. And while that may seem like a superficial thing, the reality is that your online brand can have a big impact on your business or career.

If you’re not sure how to create a strong online brand, start by defining your brand and creating guidelines. Then, train your team on your branding strategy and monitor your brand over time. And finally, be prepared to adjust as needed.

Oscar is a passionate full-time blogger and a part-time author. In his personal blog, he writes about software, online influence, and different business models.

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