Ade Camilleri - Digital Strategist

Link building takes up such a huge part of all the SEO strategies at the moment. However, your site simply has to be linkable. And if it is linkable it has to not have any boring contet, poor quality writing and let’s not foget how badly low-end design is considered to be too. Of course, there definitely could exist quite a few reasons why someone would not want link to your website, but the main ones always stay the same: intrusive intersitials, gated content, excessive pagination and avant-garde design.

Intrusive interstitials

It’s only been a few months since Google rolled out the mobile intrusive interstitial penalty, so I’m still not surprised to see them being used occasionally, but they really are annoying, in my opinion. Intrusive interstitials are annoying on mobile devices and on my laptop. Forbes.com definitely has to be among the most notable offenders here, with their “quote and countdown” interstitial. Their quotes don’t offend me or anything, but if I click on a link, I want to see the site — not wait three seconds (an eternity!), and then have to click another button to say that I really, truly do want to go to the site. That’s like emailing to confirm that I really did want to unsubscribe from your email newsletter.

I am pleased to say that I do think most sites are paying attention. In doing some research for this article, I visited several sites that had been listed as having intrusive interstitials (in various articles surrounding the topic), and most of them were no longer using them.

Gated content

Speaking as a business owner who has to deal with a lot of “tire kickers” from web leads, I love the idea of narrowing down to the serious customers. However, an as SEO and link builder, I prefer the benefits of not putting content behind a gate. There’s a great piece on when to gate vs. when not to gate that lists six good examples for each. Of course, you want to gate content such as a live demo or anything that’s proprietary, but gating content like a normal blog post is silly. No one should have to enter their email before reading your latest blog post.

Excessive pagination

I love to blow time by looking at ridiculous things like photos of cats attacking toddlers and Siberian huskies being weird. In cases like that, I expect to have to click through page after page. However, when it comes to finding a source to link for an article that isn’t about vicious cats or funny dogs, there’s no way I am going to waste my time clicking around pages in order to find one to link to. I bolt immediately when I come to those sites.

Avant-garde design

Years ago, my friend and I went to New York City and ended up having to call the hotel staff to come help us figure out how to put the plug in the sink. While he was up there, I realized we also didn’t know how to turn on any of the lamps. As the trip wore on, it became obvious that the bathtub placed right in front of the bed, protected only by a sheer curtain, was really not as cute as we first thought. Oh, and let’s not forget that the only reason we even found this hotel was that I recognized a potted tree that was at the entrance, as I’d seen a photo of it on the web. Cool designs for everything overall, but I’ve never been back.

Read full article about broken links on SearchEngineLand

Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.