By Julie Joyce
Over the years, one of the least fun parts of my job has been nicely explaining to clients why no one is going to link to them.
Many of them think that because they offer something awesome, people will naturally know that, seek them out, and generously link to them. Few of them like it when I point out all the problems with that mindset.
I wouldn’t want to link to a poor quality site myself. In fact, just this morning as I was writing something, I needed to link to a source — and immediately rejected one because it had a broken image, a video that did not play, and a code error that appeared on the page. It ranked very well, but that initial impression wasn’t something I wanted to be associated with.
So, how come no one is linking?
1. Website Bloat
Perhaps your site is so bloated, it’s impossible to pin down which page to link to.
You might have poorly chosen link targets because you want certain pages to rank well, but there’s not much to gain by trying to rank 10 pages that say the same thing with slight variations.
Yes, we did that a decade ago and it worked well then — but today, you’re just taunting the Panda.
2. Load Time
It could be that your site takes way too long to load — and by way too long, I mean more than 3 seconds.
If you’re a huge retailer like Amazon, people will wait it out, of course. Otherwise, long load times risk losing everyone’s attention.
3. Broken Media
Maybe you have broken images, or videos that can’t be played in your posts.
To be clear, I’m not talking about one broken image/video on some random page deep within your site. I’m talking about your main home page image, or a video in a …read more