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Seasonal SEO Tips & Examples For Year-Round Search Improvements

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Seasonal SEO Tips & Examples For Year-Round Search Improvements

In the world of SEO, we talk often about technical issues and how to resolve them. We look at content strategy, keyword research, backlinks, and PR.

But one thing that we don’t talk about enough is seasonal SEO – specifically its impact, and how to leverage it to improve marketing performance.

A solid understanding of seasonal SEO is essential for building a winning SEO strategy, getting insights from your performance data, and providing accurate reports to your clients.

In this column, you’ll find actionable tips and real-world examples to help you navigate seasonal trends and put them to work for your SEO strategy.

What Is Seasonal SEO & Why Is It Important?

Seasonal SEO is the way your website performance and business is impacted by external predictable annual events such as Christmas, Easter, summer, winter, etc.

Understanding seasonal SEO is important because:

  • Generally, we need to utilize it for the benefit of our business.
  • It helps in planning and deciding which SEO projects to execute and when.
  • It helps us navigate marketing in “low season.”
  • It can affect our data, reporting, and how we make decisions that take into consideration the impact of seasonality on SEO metrics like clicks, impressions, and rankings.

Having a more detailed and deeper understanding of the impact of seasonality on SEO will help you make better business and marketing decisions.

Do You Need To Think About Seasonality If You’re A B2B Business?

I can hear some people saying, “My client(s) are B2B, so events like Christmas, Halloween, etc. don’t really have much of an impact on us.”

This is mostly true. If you’re a SaaS client in the financial industry, you probably aren’t thinking about how seasonality can impact your business.

But here’s an example of when seasonality can interfere with your B2B data.

Your B2B client performs a website migration in November and follows all the SEO guidelines you have shared with them.

They still see their website take a deep fall in December.

Is this because of the migration or perhaps seasonality?

The performance dip can be the natural impact of the migration process and it’ll just need some time to recover.

But when adding seasonality to the equation, we do understand that this dip has been slightly magnified as the result of the “low season” most B2B businesses go through in December.

So you may see a deeper drop than what you would expect for the migration.

In this situation, understanding and taking seasonality into account can help you communicate to the clients what to expect and also evaluate the performance of the migration process in a balanced way without panicking.

How To Navigate Seasonality In SEO

1. Start Yesterday

The best time to start looking into analyzing the impact of seasonality on the performance of a business is yesterday. And the second-best time is now.

Asking about seasonality is one of the client onboarding questions I always ask, regardless of what type of business this is.

It may sound basic, but sometimes you’d get the information you didn’t expect.

If you’re working on an annual or six-month SEO plan, this is the right time to look into the upcoming seasons that you should integrate into your plan.

It usually takes three to six months to start seeing the impact of any SEO efforts.

So if you’d like to rank for “Black Friday” terms or “Back to School,” plan this four to six months ahead to give your content a chance to be indexed, and settle in SERPs.

When the time comes, you’re not working from scratch but fine-tuning and building on existing assets.

2. Know Your Hills And Valleys

Here are some more places you can start looking into the seasonality of your business:

  • Google Search Console.
  • Google Analytics.
  • Google Trends.
  • SEMrush and other third-party tools that allow you to compare your performance against competitors.
  • Online reports about industry trends.

GSC Tips

Google Search Console is where any SEO expert should ideally live, and when analyzing seasonality, it’s the best place to start.

Try to map your performance data for the last 12 months against seasons. If you find unexplained dips or peaks, look to match that with the current season (summer, weekend, information from your client, etc.).

You may also want to look at the month-over-month change for the past 16 months to understand the expected percentage change for each season.

Screenshot from Google Search Console, February 2022

Here are a few things you need to take into consideration when analyzing GSC performance data for seasonality:

Look at the data with and without brand search terms.

You can filter out brand search terms using the custom regex in the query filter. Just list all different variations of the brand name of your business separating them with a pipe “|”.

Look at how other B2B or B2C (whichever is more relevant) clients performed in the same time period.

If you work in an agency and have access to different properties, this is particularly helpful.

See whether the dips and peaks are common across them. Personally, I see a drop in performance in most B2B clients in December.

Important Tip: GSC will only show you data for the last 16 months.

Always back up your data so you can save your historic data for future reference.

Be aware of other marketing activities.

An increase and decrease in the overall performance due to the increase and decrease of brand keywords search volume may not be directly related to your SEO efforts but rather the impact of the marketing campaigns of other marketing channels (like Facebook or LinkedIn Ads).

Filtering them out can help you remove the noise and have a clearer picture of seasonality and SEO.

Semrush Tips

Semrush offers a “Traffic Analysis” tool that allows you to compare your website performance against a few of your competitors over time.

Here’s the traffic analysis graph showing the performance of zara.com against hm.com for the last six months:

semrush competitor seasonality reportScreenshot from Semrush, February 2022

From the graph, you can pull any number of insights.

For example, you can see that for both websites, there’s a peak in November.

This is something you may want to take into consideration while reporting. This increase in organic traffic, while a positive thing, will not continue at the same level for the month after. Keep that in mind when doing your November and December reports.

You may want to highlight this; otherwise, you’ll be reporting temporary seasonal highs as an overall improvement in organic performance in November, and then in December, you’ll be reporting what may be your average or even above-average performance as a monthly drop.

The Wheel Of Seasonality

One more thing that can help you know how your business will be impacted by seasonality throughout the year is this diagram by VennDigital.co.uk.

The diagram gives you an idea of what to expect in terms of seasonality for four major industries: Automotive, Retail, Travel & Finance.

Your business probably falls under one of those categories, and by studying this diagram, you can have a better understanding of seasonality and why your data is the way it is.

seasonal seoImage from Venn Digital, February 2022

4. Talk To Business Stakeholders

There are two things that need to be done when it comes to the impact of seasonality on your SEO plan.

First things first, talk to your stakeholders.

Don’t wait till a low season arrives and then discuss the reporting and why many of your metrics went down. Do that early on.

This helps all parties stay on the same page and reduces reporting stress when drops happen.

If you know that your B2B business will likely experience a low season in December, start this discussion in October or November.

pdf seasonality seoScreenshot from Google Trends, February 2022

You may want to:

  • Prepare a simple deck outlining the different seasonal trends and their impact on the business performance. Adding supporting data from tools like Google trends can definitely help. Below you can see, that even for a technical term like “PDF” there’s still some seasonality over time.
  • Provide an action plan if needed for each major trend impacting seasonality.
  • Always leave a footnote for monthly reporting when relevant and explain the results.

5. The How

Now, let’s talk about the actual SEO work.

You’ve read all of this and now you’re asking yourself, what should I do?

Here are 10 seasonal SEO tips to add to your arsenal:

  • Start with analyzing your current content assets and see if any existing seasonal content needs a refresh.
  • Make sure you have a category page for each season that is relevant to your business; for example, pages for Black Friday, Christmas, Back to School, etc.
  • For each of those category pages, you can have as many child pages as needed targeting long-tail search queries. Your Christmas page may link to other pages for Christmas Trees, Christmas Gifts, etc.
  • Ideally, the URL can be homepage.com/christmas/christmas-trees.
  • Use breadcrumbs similarly to Home > Christmas > Christmas Trees
  • For seasonal pages, don’t use the date or year in the URL.
  • Don’t use date or year in the title or H1, unless you plan on annually updating them.
  • Link to the seasonal pages from the header and the footer, at least 30 days earlier to the season.
  • Once the season is over, remove the links from the header and footer. Do not delete the page, but instead, you can update it with a relevant message to your customers and provide links to other valuable pages on your website.
  • Last but not least, plan your backlinks acquisition ahead of time too. Build backlinks in advance, to give Google enough time to capture the value of your content.
travel seasonality seoImage from almosafer, February 2022

One great example of how you can adapt your website to seasonality is how some travel agencies update their footer links according to what destinations are popular at a specific season, in addition to their consistent list of overall top destinations.

A Final Note On The Impact Of Seasonality On SERPs

We cannot discuss seasonality in SEO without discussing the great research done by Tom Capper, at Distilled who noticed that “SERPs change when they become high volume”.

Tom tracked the behavior of SERPs for the keyword term [mothers day flowers] over the period of two weeks before Mother’s Day and how this impacted the top results in Google.

From the graph below, we can tell that as we approach day 0 (Mother’s Day) while the search volume for “mothers day flowers” is increasing, rankings have changed for many of the top results for that term.

mothers day seasonality seoScreenshot from Distilled, February 2022

This is one of the most powerful graphs showing how impactful seasonality can be on the performance of a website in SERPs.

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13 Best High Ticket Affiliate Marketing Programs 2023

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13 Best High Ticket Affiliate Marketing Programs 2023

Are you looking for more ways to generate income for yourself or your business this year?

With high-ticket affiliate marketing programs, you earn money by recommending your favorite products or services to those who need them.

Affiliate marketers promote products through emails, blog posts, social media updates, YouTube videos, podcasts, and other forms of content with proper disclosure.

While not all affiliate marketers make enough to quit their 9-to-5, any additional income in the current economy can come in handy for individuals and businesses.

How To Get Started With Affiliate Marketing

Here’s a simple summary of how to get started with affiliate marketing.

  • Build an audience. You need websites with traffic, email lists with subscribers, or social media accounts with followers to promote a product – or ideally, a combination of all three.
  • Find products and services you can passionately promote to the audience you have built. The more you love something and believe in its efficacy, the easier it will be to convince someone else to buy it.
  • Sign up for affiliate and referral programs. These will be offered directly through the company selling the product or service, or a third-party affiliate platform.
  • Fill out your application and affiliate profile completely. Include your niche, monthly website traffic, number of email subscribers, and social media audience size. Companies will use that information to approve or reject your application.
  • Get your custom affiliate or referral link and share it with your audience, or the segment of your audience that would benefit most from the product you are promoting.
  • Look for opportunities to recommend products to new people. You can be helpful, make a new acquaintance, and earn a commission.
  • Monitor your affiliate dashboard and website analytics for insights into your clicks and commissions.
  • Adjust your affiliate marketing tactics based on the promotions that generate the most revenue.

Now, continue reading about the best high-ticket affiliate programs you can sign up for in 2023. They offer a high one-time payout, recurring commissions, or both.

The Best High-Ticket Affiliate Marketing Programs

What makes them these affiliate marketing programs the “best” is subjective, but I chose these programs based on their payout amounts, number of customers, and average customer ratings. Customer ratings help determine whether a product is worth recommending. You can also use customer reviews to help you market the products or services when you highlight impressive results customers gain from using the product or service, and the features customers love most.

1. Smartproxy

Smartproxy allows customers to access business data worldwide for competitor research, search engine results page (SERP) scraping, price aggregation, and ad verification.

836 reviewers gave it an average rating of 4.7 out of five stars.

Earn up to $2,000 per customer that you refer to Smartproxy using its affiliate program.

2. Thinkific

Thinkific is an online course creation platform used by over 50,000 instructors in over 100 million courses.

669 reviewers gave it an average rating of 4.6 out of five stars.

Earn up to $1,700 per referral per year through the Thinkific affiliate program.

3. BigCommerce

BigCommerce is an ecommerce provider with open SaaS, headless integrations, omnichannel, B2B, and offline-to-online solutions.

648 reviewers gave it an average rating of 8.1 out of ten stars.

Earn up to $1,500 for new enterprise customers, or 200% of the customer’s first payment by signing up for the BigCommerce affiliate program.

4. Teamwork

Teamwork, project management software focused on maximizing billable hours, helps everyone in your organization become more efficient – from the founder to the project managers.

1,022 reviewers gave it an average rating of 4.4 out of five stars.

Earn up to $1,000 per new customer referral with the Teamwork affiliate program.

5. Flywheel

Flywheel provides managed WordPress hosting geared towards agencies, ecommerce, and high-traffic websites.

36 reviewers gave it an average rating of 4.4 out of five stars.

Earn up to $500 per new referral from the Flywheel affiliate program.

6. Teachable

Teachable is an online course platform used by over 100,000 entrepreneurs, creators, and businesses of all sizes to create engaging online courses and coaching businesses.

150 reviewers gave it a 4.4 out of five stars.

Earn up to $450 (average partner earnings) per month by joining the Teachable affiliate program.

7. Shutterstock

Shutterstock is a global marketplace for sourcing stock photographs, vectors, illustrations, videos, and music.

507 reviewers gave it an average rating of 4.4 out of five stars.

Earn up to $300 for new customers by signing up for the Shutterstock affiliate program.

8. HubSpot

HubSpot provides a CRM platform to manage your organization’s marketing, sales, content management, and customer service.

3,616 reviewers gave it an average rating of 4.5 out of five stars.

Earn an average payout of $264 per month (based on current affiliate earnings) with the HubSpot affiliate program, or more as a solutions partner.

9. Sucuri

Sucuri is a cloud-based security platform with experienced security analysts offering malware scanning and removal, protection from hacks and attacks, and better site performance.

251 reviewers gave it an average rating of 4.6 out of five stars.

Earn up to $210 per new sale by joining Sucuri referral programs for the platform, firewall, and agency products.

10. ADT

ADT is a security systems provider for residences and businesses.

588 reviewers gave it an average rating of 4.5 out of five stars.

Earn up to $200 per new customer that you refer through the ADT rewards program.

11. DreamHost

DreamHost web hosting supports WordPress and WooCommerce websites with basic, managed, and VPS solutions.

3,748 reviewers gave it an average rating of 4.7 out of five stars.

Earn up to $200 per referral and recurring monthly commissions with the DreamHost affiliate program.

12. Shopify

Shopify, a top ecommerce solution provider, encourages educators, influencers, review sites, and content creators to participate in its affiliate program. Affiliates can teach others about entrepreneurship and earn a commission for recommending Shopify.

Earn up to $150 per referral and grow your brand as a part of the Shopify affiliate program.

13. Kinsta

Kinsta is a web hosting provider that offers managed WordPress, application, and database hosting.

529 reviewers gave it a 4.3 out of five stars.

Earn $50 – $100 per new customer, plus recurring revenue via the Kinsta affiliate program.

Even More Affiliate Marketing Programs

In addition to the high-ticket affiliate programs listed above, you can find more programs to join with a little research.

  • Search for affiliate or referral programs for all of the products or services you have a positive experience with, personally or professionally.
  • Search for affiliate or referral programs for all of the places you shop online.
  • Search for partner programs for products and services your organization uses or recommends to others.
  • Search for products and services that match your audience’s needs on affiliate platforms like Shareasale, Awin, and CJ.
  • Follow influencers in your niche to see what products and services they recommend. They may have affiliate or referral programs as well.

A key to affiliate marketing success is to diversify the affiliate marketing programs you join.

It will ensure that you continue to generate an affiliate income, regardless of if one company changes or shutters its program.

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The Current State of Google PageRank & How It Evolved

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The Current State of Google PageRank & How It Evolved

PageRank (PR) is an algorithm that improves the quality of search results by using links to measure the importance of a page. It considers links as votes, with the underlying assumption being that more important pages are likely to receive more links.

PageRank was created by Google co-founders Sergey Brin and Larry Page in 1997 when they were at Stanford University, and the name is a reference to both Larry Page and the term “webpage.” 

In many ways, it’s similar to a metric called “impact factor” for journals, where more cited = more important. It differs a bit in that PageRank considers some votes more important than others. 

By using links along with content to rank pages, Google’s results were better than competitors. Links became the currency of the web.

Want to know more about PageRank? Let’s dive in.

Google still uses PageRank

In terms of modern SEO, PageRank is one of the algorithms comprising Experience Expertise Authoritativeness Trustworthiness (E-E-A-T).

Google’s algorithms identify signals about pages that correlate with trustworthiness and authoritativeness. The best known of these signals is PageRank, which uses links on the web to understand authoritativeness.

Source: How Google Fights Disinformation

We’ve also had confirmation from Google reps like Gary Illyes, who said that Google still uses PageRank and that links are used for E-A-T (now E-E-A-T).

When I ran a study to measure the impact of links and effectively removed the links using the disavow tool, the drop was obvious. Links still matter for rankings.

PageRank has also been a confirmed factor when it comes to crawl budget. It makes sense that Google wants to crawl important pages more often.

Fun math, why the PageRank formula was wrong 

Crazy fact: The formula published in the original PageRank paper was wrong. Let’s look at why. 

PageRank was described in the original paper as a probability distribution—or how likely you were to be on any given page on the web. This means that if you sum up the PageRank for every page on the web together, you should get a total of 1.

Here’s the full PageRank formula from the original paper published in 1997:

PR(A) = (1-d) + d (PR(T1)/C(T1) + … + PR(Tn)/C(Tn))

Simplified a bit and assuming the damping factor (d) is 0.85 as Google mentioned in the paper (I’ll explain what the damping factor is shortly), it’s:

PageRank for a page = 0.15 + 0.85 (a portion of the PageRank of each linking page split across its outbound links)

In the paper, they said that the sum of the PageRank for every page should equal 1. But that’s not possible if you use the formula in the paper. Each page would have a minimum PageRank of 0.15 (1-d). Just a few pages would put the total at greater than 1. You can’t have a probability greater than 100%. Something is wrong!

The formula should actually divide that (1-d) by the number of pages on the internet for it to work as described. It would be:

PageRank for a page = (0.15/number of pages on the internet) + 0.85 (a portion of the PageRank of each linking page split across its outbound links)

It’s still complicated, so let’s see if I can explain it with some visuals.

1. A page is given an initial PageRank score based on the links pointing to it. Let’s say I have five pages with no links. Each gets a PageRank of (1/5) or 0.2.

PageRank example of five pages with no links yet

2. This score is then distributed to other pages through the links on the page. If I add some links to the five pages above and calculate the new PageRank for each, then I end up with this: 

PageRank example of five pages after one iteration

You’ll notice that the scores are favoring the pages with more links to them.

3. This calculation is repeated as Google crawls the web. If I calculate the PageRank again (called an iteration), you’ll see that the scores change. It’s the same pages with the same links, but the base PageRank for each page has changed, so the resulting PageRank is different.

PageRank example of five pages after two iterations

The PageRank formula also has a so-called “damping factor,” the “d” in the formula, which simulates the probability of a random user continuing to click on links as they browse the web. 

Think of it like this: The probability of you clicking a link on the first page you visit is reasonably high. But the likelihood of you then clicking a link on the next page is slightly lower, and so on and so forth.

If a strong page links directly to another page, it’s going to pass a lot of value. If the link is four clicks away, the value transferred from that strong page will be a lot less because of the damping factor.

Example showing PageRank damping factor
History of PageRank

The first PageRank patent was filed on January 9, 1998. It was titled “Method for node ranking in a linked database.” This patent expired on January 9, 2018, and was not renewed. 

Google first made PageRank public when the Google Directory launched on March 15, 2000. This was a version of the Open Directory Project but sorted by PageRank. The directory was shut down on July 25, 2011.

It was December 11, 2000, when Google launched PageRank in the Google toolbar, which was the version most SEOs obsessed over.

This is how it looked when PageRank was included in Google’s toolbar. 

PageRank 8/10 in Google's old toolbar

PageRank in the toolbar was last updated on December 6, 2013, and was finally removed on March 7, 2016.

The PageRank shown in the toolbar was a little different. It used a simple 0–10 numbering system to represent the PageRank. But PageRank itself is a logarithmic scale where achieving each higher number becomes increasingly difficult.

PageRank even made its way into Google Sitemaps (now known as Google Search Console) on November 17, 2005. It was shown in categories of high, medium, low, or N/A. This feature was removed on October 15, 2009.

Link spam

Over the years, there have been a lot of different ways SEOs have abused the system in the search for more PageRank and better rankings. Google has a whole list of link schemes that include:

  • Buying or selling links—exchanging links for money, goods, products, or services.
  • Excessive link exchanges.
  • Using software to automatically create links.
  • Requiring links as part of a terms of service, contract, or other agreement.
  • Text ads that don’t use nofollow or sponsored attributes.
  • Advertorials or native advertising that includes links that pass ranking credit.
  • Articles, guest posts, or blogs with optimized anchor text links.
  • Low-quality directories or social bookmark links.
  • Keyword-rich, hidden, or low-quality links embedded in widgets that get put on other websites.
  • Widely distributed links in footers or templates. For example, hard-coding a link to your website into the WP Theme that you sell or give away for free.
  • Forum comments with optimized links in the post or signature.

The systems to combat link spam have evolved over the years. Let’s look at some of the major updates.

Nofollow

On January 18, 2005, Google announced it had partnered with other major search engines to introduce the rel=“nofollow” attribute. It encouraged users to add the nofollow attribute to blog comments, trackbacks, and referrer lists to help combat spam.

Here’s an excerpt from Google’s official statement on the introduction of nofollow:

If you’re a blogger (or a blog reader), you’re painfully familiar with people who try to raise their own websites’ search engine rankings by submitting linked blog comments like “Visit my discount pharmaceuticals site.” This is called comment spam, we don’t like it either, and we’ve been testing a new tag that blocks it. From now on, when Google sees the attribute (rel=“nofollow”) on hyperlinks, those links won’t get any credit when we rank websites in our search results. 

Almost all modern systems use the nofollow attribute on blog comment links. 

SEOs even began to abuse nofollow—because of course we did. Nofollow was used for PageRank sculpting, where people would nofollow some links on their pages to make other links stronger. Google eventually changed the system to prevent this abuse.

In 2009, Google’s Matt Cutts confirmed that this would no longer work and that PageRank would be distributed across links even if a nofollow attribute was present (but only passed through the followed link).

Google added a couple more link attributes that are more specific versions of the nofollow attribute on September 10, 2019. These included rel=“ugc” meant to identify user-generated content and rel=“sponsored” meant to identify links that were paid or affiliate.

Algorithms targeting link spam

As SEOs found new ways to game links, Google worked on new algorithms to detect this spam. 

When the original Penguin algorithm launched on April 24, 2012, it hurt a lot of websites and website owners. Google gave site owners a way to recover later that year by introducing the disavow tool on October 16, 2012.

When Penguin 4.0 launched on September 23, 2016, it brought a welcome change to how link spam was handled by Google. Instead of hurting websites, it began devaluing spam links. This also meant that most sites no longer needed to use the disavow tool. 

Google launched its first Link Spam Update on July 26, 2021. This recently evolved, and a Link Spam Update on December 14, 2022, announced the use of an AI-based detection system called SpamBrain to neutralize the value of unnatural links. 

The original version of PageRank hasn’t been used since 2006, according to a former Google employee. The employee said it was replaced with another less resource-intensive algorithm.

They replaced it in 2006 with an algorithm that gives approximately-similar results but is significantly faster to compute. The replacement algorithm is the number that’s been reported in the toolbar, and what Google claims as PageRank (it even has a similar name, and so Google’s claim isn’t technically incorrect). Both algorithms are O(N log N) but the replacement has a much smaller constant on the log N factor, because it does away with the need to iterate until the algorithm converges. That’s fairly important as the web grew from ~1-10M pages to 150B+.

Remember those iterations and how PageRank kept changing with each iteration? It sounds like Google simplified that system.

What else has changed?

Some links are worth more than others

Rather than splitting the PageRank equally between all links on a page, some links are valued more than others. There’s speculation from patents that Google switched from a random surfer model (where a user may go to any link) to a reasonable surfer model (where some links are more likely to be clicked than others so they carry more weight).

Some links are ignored

There have been several systems put in place to ignore the value of certain links. We’ve already talked about a few of them, including:

  • Nofollow, UGC, and sponsored attributes.
  • Google’s Penguin algorithm.
  • The disavow tool.
  • Link Spam updates.

Google also won’t count any links on pages that are blocked by robots.txt. It won’t be able to crawl these pages to see any of the links. This system was likely in place from the start.

Some links are consolidated

Google has a canonicalization system that helps it determine what version of a page should be indexed and to consolidate signals from duplicate pages to that main version.

Canonicalization signals

Canonical link elements were introduced on February 12, 2009, and allow users to specify their preferred version.

Redirects were originally said to pass the same amount of PageRank as a link. But at some point, this system changed and no PageRank is currently lost.

A bit is still unknown

When pages are marked as noindex, we don’t exactly know how Google treats the links. Even Googlers have conflicting statements.

According to John Mueller, pages that are marked noindex will eventually be treated as noindex, nofollow. This means that the links eventually stop passing any value.

According to Gary, Googlebot will discover and follow the links as long as a page still has links to it.

These aren’t necessarily contradictory. But if you go by Gary’s statement, it could be a very long time before Google stops crawling and counting links—perhaps never.

Can you still check your PageRank?

There’s currently no way to see Google’s PageRank.

URL Rating (UR) is a good replacement metric for PageRank because it has a lot in common with the PageRank formula. It shows the strength of a page’s link profile on a 100-point scale. The bigger the number, the stronger the link profile.

Screenshot showing UR score from Ahrefs overview 2.0

Both PageRank and UR account for internal and external links when being calculated. Many of the other strength metrics used in the industry completely ignore internal links. I’d argue link builders should be looking more at UR than metrics like DR, which only accounts for links from other sites.

However, it’s not exactly the same. UR does ignore the value of some links and doesn’t count nofollow links. We don’t know exactly what links Google ignores and don’t know what links users may have disavowed, which will impact Google’s PageRank calculation. We also may make different decisions on how we treat some of the canonicalization signals like canonical link elements and redirects.

So our advice is to use it but know that it may not be exactly like Google’s system.

We also have Page Rating (PR) in Site Audit’s Page Explorer. This is similar to an internal PageRank calculation and can be useful to see what the strongest pages on your site are based on your internal link structure.

Page rating in Ahrefs' Site Audit

How to improve your PageRank

Since PageRank is based on links, to increase your PageRank, you need better links. Let’s look at your options.

Redirect broken pages

Redirecting old pages on your site to relevant new pages can help reclaim and consolidate signals like PageRank. Websites change over time, and people don’t seem to like to implement proper redirects. This may be the easiest win, since those links already point to you but currently don’t count for you.

Here’s how to find those opportunities:

I usually sort this by “Referring domains.”

Best by links report filtered to 404 status code to show pages you may want to redirect

Take those pages and redirect them to the current pages on your site. If you don’t know exactly where they go or don’t have the time, I have an automated redirect script that may help. It looks at the old content from archive.org and matches it with the closest current content on your site. This is where you likely want to redirect the pages.

Internal links

Backlinks aren’t always within your control. People can link to any page on your site they choose, and they can use whatever anchor text they like.

Internal links are different. You have full control over them.

Internally link where it makes sense. For instance, you may want to link more to pages that are more important to you.

We have a tool within Site Audit called Internal Link Opportunities that helps you quickly locate these opportunities. 

This tool works by looking for mentions of keywords that you already rank for on your site. Then it suggests them as contextual internal link opportunities.

For example, the tool shows a mention of “faceted navigation” in our guide to duplicate content. As Site Audit knows we have a page about faceted navigation, it suggests we add an internal link to that page.

Example of an internal link opportunity

External links

You can also get more links from other sites to your own to increase your PageRank. We have a lot of guides around link building already. Some of my favorites are:

Final thoughts

Even though PageRank has changed, we know that Google still uses it. We may not know all the details or everything involved, but it’s still easy to see the impact of links.

Also, Google just can’t seem to get away from using links and PageRank. It once experimented with not using links in its algorithm and decided against it.

So we don’t have a version like that that is exposed to the public but we have our own experiments like that internally and the quality looks much much worse. It turns out backlinks, even though there is some noise and certainly a lot of spam, for the most part are still a really really big win in terms of quality of search results.

We played around with the idea of turning off backlink relevance and at least for now backlinks relevance still really helps in terms of making sure that we turn the best, most relevant, most topical set of search results.

Source: YouTube (Google Search Central)

If you have any questions, message me on Twitter.



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Chrome 110 Changes How Web Share API Embeds Third Party Content

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Chrome 110 Changes How Web Share API Embeds Third Party Content

Chrome 110, scheduled to roll out on February 7, 2023, contains a change to how it handles the Web Share API that improves privacy and security by requiring a the Web Share API to explicitly allow third-party content.

This might not be something that an individual publisher needs to act on.

It’s probably more relevant on the developer side where they are making things like web apps that use the Web Share API.

Nevertheless, it’s good to know what it is for the rare situation when it might be useful for diagnosing why a webpage doesn’t work.

The Mozilla developer page describes the Web Share API:

“The Web Share API allows a site to share text, links, files, and other content to user-selected share targets, utilizing the sharing mechanisms of the underlying operating system.

These share targets typically include the system clipboard, email, contacts or messaging applications, and Bluetooth or Wi-Fi channels.

…Note: This API should not be confused with the Web Share Target API, which allows a website to specify itself as a share target”

allow=”web-share” Attribute

An attribute is an HTML markup that modifies an HTML element in some way.

For example, the nofollow attribute modifies the <a> anchor element, by signaling the search engines that the link is not trusted.

The <iframe> is an HTML element and it can be modified with the allow=”web-share” attribute

An <iframe> allows a webpage to embed HTML, usually from another website.

Iframes are everywhere, such as in advertisements and embedded videos.

The problem with an iframe that contains content from another site is that it creates the possibility of showing unwanted content or allow malicious activities.

And that’s the problem that the allow=”web-share” attribute solves by setting a permission policy for the iframe.

This specific permission policy (allow=”web-share”) tells the browser that it’s okay to display 3rd party content from within an iframe.

Google’s announcement uses this example of the attribute in use:

<iframe allow="web-share" src="https://third-party.example.com/iframe.html"></iframe>

Google calls this a “a potentially breaking change in the Web Share API.

The announcement warns:

“If a sharing action needs to happen in a third-party iframe, a recent spec change requires you to explicitly allow the operation.

Do this by adding an allow attribute to the <iframe> tag with a value of web-share.

This tells the browser that the embedding site allows the embedded third-party iframe to trigger the share action.”

Read the announcement at Google’s Chrome webpage:

New requirements for the Web Share API in third-party iframes

Featured image by Shutterstock/Krakenimages.com



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