quo vadis links & redirects (bac, october 2016)

Quo VadisLinks & Redirects

@cemper

About Christoph C. Cemper

SEO & Marketing since 2003

Founder & CEO of

@cemper

Orange Jacket and SEO

The web isContent and

Links

1

YOU CAN NOT

NOT SEE IT.Or “switch off”.

Links still No#1 Ranking Factor

March 2016

Andrey Lipattsev – Search Quality Senior Strategist at Google’s March 2016

Not All Redirects are equal

2

http://www.linkresearchtools.com/case-studies/double-manual-google-penalty-success-302-redirects-harmful/

August 1, 2014 

https: //plus.googl e.com/+JohnMuell er/posts/PY 1x CWbe DVC

https: //twitte r.c om/randfi sh/status /75 80 014 829 35 341 05 6

We want to push rankings with Links und Redirects and not „Pass Page Rank“

That’s been the case forever

Different anchor text passing power via

links from pages powered by redirects

3Tested

Links from pages powered by ONLY a 301 , 302 and 307Start 3.2.2016Measure „anchor text passing power“ of outgoing linksTarget page on authority domain

Anchor text passing power of links powered by Redirects

301 power lost WAY too soonBlue = 301 powered source pageMarch21-April 18 no rankings passedOrange curve = the target domain!

Tested

302 powered ranking pretty consistentBlue = 302 powered source pageOrange = the target page

TestedTested

307 powered ranking……oh my!Blue = 307 powered source pageOrange = the target page

Tested

So how much Anchor Text Pushing Power

should your Redirects have?

Can you spot my favorite?

TestedTested

Summary „Anchor Text Passing“ from redirect powered pages• Only 302 passes pretty consistent

• Site migrations via 301 might „die slowly“

TestedTested

Summary „Anchor Text Passing“

from redirect powered pages

• Only 302 „survived“ switch of target domain from HTTP => HTTPS in July

• Only 302 „survived“ switch of target page to a new product page (via 301) in August!

Tested

Summary „Anchor Text Passing“from redirect powered pages• Looks like links „stop working“ if powered by 301

+ 307

• Don‘t believe it. Test it yourself

• Get my „Test Kit“.

TestedTested

http://lrt.li/seotestsGet the Test kit and test it yourself

SEO DIY Test Kit Tested

Different anchor text passing power via links to redirects out

4Tested

„Anchor Text Passing“ via outbound link

redirects

• Test 301 , 302 und 307 Links • Start 22.6.• 3 target top authority domains• 2 outbound links via redirects 301/302/307

Tested

MY TEST PAGEAnchor 1Anchor 2 Anchor 3

Anchor 4Anchor 5Anchor 6

MY TEST PAGE

Anchor 1Anchor 2 Anchor 3

Anchor 4Anchor 5Anchor 6

DOMAIN 1

301 3

01

DOMAIN 2

307

307

DOMAIN 3

302

302

„Anchor Text Passing“ via 301 Redirect• Link#1 / Anchor#1 • ON Jun 23 (Ranking #1)-27 (4 days!)• OFF (NOT ranking at all) Jun 28• ON/OFF Jul 12-Jul15• ON/OFF Jul 22-Jul 26• ON/OFF Aug 2-Aug 13• Link#2 / Anchor#2 – only OFF • „Only first link counts“-idea

Tested

301 passing partial and fluctuates

Blue = the linking source pageYellow on #1 = it ranks, otherwise NOT ranking

Tested

301 passing partial and fluctuates

Yellow on #1 = it ranks, otherwise NOT ranking

Tested

„Anchor Text Passing“ via 302 Redirect• Link#1 / Anchor#1 • ON Jun 22 (Ranking #1, same day!)• OFF not yet, Aug 30 still #1• Link#2 / Anchor#2• ON Jun 23 (Ranking #1, next Day)• OFF gar nicht, Aug 13 noch #1• WOW.

Tested

302 kicks in fast and stable

Blue = the linking source pageOrange = the linking target page

Tested

Ahhh – that‘s the way Iike it!Thumbs Up to 302!

Tested

„Anchor Text Passing“ via 307 Redirects

• Link#1 / Anchor#1 • ON Aug 7 (Ranking #1, 6,5 weeks delay)• Until Aug 13• OFF Aug 17 ( “Rel-Canonicaled to a 301” )• Link#2 / Anchor#2• OFF

Tested

307 takes LOOOONG 1st link ONLY

Blue = the linking source pagePurple on #1 = target page ranks, otherwise NOT

Tested

Summary „Anchor Text

Passing“ via 301, 302, 307

ONLY the 302 is fast and helpful

Tested

Thoughts on RedirectsWhat does this all mean?

Google tells us „Don‘t Worry“?

Google says: all redirects PASS PAGE RANK

Google NOT says: all redirects are equal!

So it DOES MATTERWhich Redirect you Use!

Hell yeah. It always mattered.

BTW regardingPage Rank

Can you guess the next slide?

Page Rank is DEADDon‘t measure Links via

PR

5

What to use instead.

LRT Power*TrustA lot more than a

PageRank replacement!

How to read Power*Trust

Redirects pass on penalties

6

Since 2013!

Penalty via Redirect – “How it works”

HOME24

http://www.linkresearchtools.com/case-studies/penguin-2-0-penalty-home24-de/

2.0

HOME24

http://www.linkresearchtools.com/case-studies/penguin-2-0-penalty-home24-de/

2.0

307 Redirectsare NOT a „LIE“

7

It’s only a Chrome bug

https://plus.google.com/+JohnMueller/posts/E4PqAhRJB2V

He means this

Why does John Muller „forget“server side

307?

Ignoring real server 307

303 + RELCAN Loop?Why not says LinkedIn

8

Google: Show BOTH or NONE?

303

Links and Redirectsfrom a REL-Canonicaled Page

9

Do they work?

PAGE A Rel-canonical

PAGE

ME

Count?Not count?How much? PAGE

THEMCounts?

Link

sLink

s

Link

s

Or TWO REL-Canonicals

10

Double? Half? Not?

PAGE A PAGE BRel-canonicalRel-canonical

PAGE

THEM

PAGE

ME

Counts?Who ranks here?

Link

sLink

s

Link

s

BROWSER EXTENSIONS

Link Redirect Trace LRT Power*Trust LRT SEO Toolbar

Link Redirect Trace

Understand all your redirects in all detail

Improve User-Experience - Find and fix slow

redirects using redirect timings

Spot On-page SEO issues

Analyze and reduce redirect hops

Track links from advertising & affiliate networks

LRT Power*Trust

See the Power and Trust of a domain

See the Power and Trust of a page

Discover great places to get links from

Link Research SEO Toolbar

See the Power and Trust of a domain or page

Discover great places to get links from

See how successful a page is on social media

Understand user engagement

See the strongest pages by Keyword Ranking

Spot drastic changes in the number of links

ASK ME ANYTHING

@cemper