A few years ago, while I was still in the client side of things, I received an email coming from a blogger I was dealing with. Included in our fledgling building links program, my company was submitting free products in exchange for a review and backlink to our site. Oldest trick from the book, right? However, the blogger’s email threw me off: she told me her policy would be to nofollow links, and asked if this may be okay.
“Uh, sure,” I eloquently responded, having virtually no idea what she was referring to, “just as long as there’s a web link!” I then scrambled to appear up just what from the heck a nofollow link was, and roughly 5 minutes later started cursing at my monitor. We’d just invested thirty bucks in a completely useless link!
Although that may have been my viewpoint back then, my personal opinion on nofollow links is different. Obviously, for those of us who are attempting to earn links for our own clients, acquiring a nofollow link can feel similar to a slap in the face. Nevertheless these links have hidden powers that can make them just as important as followed ones.
Here’s why nofollow links will be more powerful than you might think.
A link has a few different connotations currently. It could mean, “it is an article that supports my viewpoint, and you will benefit by reading it, too.” It might mean, “I truly do a great deal of shopping here, and i believe you should look at their cute dresses.” Or it may simply mean, “I enjoy cat videos!” But at its very core, a web link is made to create understanding of something on the different page.
When you’re out there trying to make people mindful of your small business, links are hugely important. SEO companies now offer link building services because businesses realize how important they are. In order to that busy CEO who sees his / her online traffic dipping, and believes that links will provide them ways to return on the top, a successful link-building campaign will probably be really desirable.
That busy CEO is probably going to flip out when you say “well, we got 50 new links this month, and 40 of these were nofollow.” But it’s crucial that neither you nor the CEO (nor their marketing team) discredit the power of a nofollow link. Links still build awareness, as long as they are noticed. They don’t really need to be followed. They probably don’t even need to be clicked! They just have to be visible.
How many times every day can you see someone you follow tweet a hyperlink for an article with the interesting headline? Let’s repeat the article is really well written, and is on a site you don’t currently follow. So that you add these people to your feed reader. Weekly later, you imagine “oh, you understand, that post I read is absolutely relevant to this website post I’m taking care of now!” Therefore you link to it with your post. This accomplishes 2 things: one, it probably negates that buy high quality backlinks from Twitter (much more on that shortly), as well as 2, it has made both you and your followers aware of that site.
Links lead to profit
A nofollow link could also directly result in someone spending money on your company’s goods and services. When you consistently create awareness and engage with others, those nofollow links may get you significantly more than domain authority. Don’t trust me? Here’s the storyline of methods I was a paying Buffer customer.
A few months ago, I saw a tweet using a backlink to this example study about how precisely Buffer responded to being hacked. I needed no idea what Buffer was, nevertheless it gave me an idea for the blog post. After I wrote my post, I followed Buffer on Twitter. I engaged using them a couple of times (as an example, mentioning them after my post increased), and they also engaged back.
Across the next couple of weeks, I visited the Buffer blog when they tweeted links to new posts, learned about their company, and admired the heck from their content marketing skills. I’d say it was actually at about the two month mark i made a decision to actually let them have a go. Per month later, I upgraded on the Awesome plan and began working with it daily to deal with not merely my accounts, but in addition our agency’s accounts.
To recap, this is the way it all went down:
I became aware about Buffer through someone else’s Twitter link
I followed Buffer on Twitter
I engaged using their content
I attempted, subscribed, and finished up forking over $10 a month (definitely worth it!)
This is all because of single nofollow link. During the period of 3 months, my general awareness converted into lifetime value for Buffer. That one nofollow link directly led to profit.
You could make an equation out of this:
a e = p
Awareness engagement = profit. By becoming conscious of Buffer, and getting opportunities to engage regularly along with them, I converted into a paying customer. All of this happened due to social websites, and those links you see on social websites are nofollow. (Who said there’s no ROI in Twitter?!)
Links cause more links
Not long ago, Joshua Unseth wrote a post for YouMoz explaining just how a single nofollow link earned him another link that had been followed, increased his traffic, and boosted his article to the peak of your SERPs for any specific phrase. His post, titled “The Importance of nofollow Links,” carries a really great conclusion that stresses the value of also a single link:
To place it into context, of the people that came to this article being a direct or indirect reaction to the nofollow, ~1% crafted a discuss the article itself, and ~2% blogged about it – actually, when you count this short article, then this results were blogged about by 3% of the visitors.
While I don’t believe that these numbers would hold with a site with more viewers, I think which they represent the manner in which content ends up going viral. Eventually, It Just Takes ONE LINK, along with its follow status doesn’t seem to generate a difference.
I couldn’t say it any better! What Joshua wrote still holds true today – and in reality might be even truer, considering what number of us use Twitter to amplify messages and blog posts we enjoy, or depend upon a feed reader to give us interesting content that we want to share on our websites.
Here’s an actual-life example of the opportunity power of the single nofollow link. Back March, we published two maps showing the ISP landscape in the states, and just how the opportunity Comcast buyout of Time-Warner would affect it. The post was picked up by the Amazing_Maps Twitter account, that has a lot more than 160,000 followers.
It was a nofollow link, obviously, as were the retweets that followed.
Two days later, we caused it to be for the first page of your Huffington Post.
After HuffPo acquired the history, the maps spread to a few other websites, almost all of which had followed links to our blog post or homepage. But even though those links hadn’t been followed, we still might have created new awareness of WebpageFX, our blog, as well as the work we do.
Like Joshua said: it only takes one. One link can bring about many.
How you can make the most of your nofollow links
“Okay, Nicole,” I can hear you skeptics saying, “I’m on board. nofollow links are powerful. Magical, even. Nevertheless, you don’t see some of my tweets getting picked up by HuffPo.”
Well, food for thought: we’ve published hundreds of articles or content, and only one of these led to a Twitter link (not ours) that triggered HuffPo. Success online is exactly about being at the perfect place with the right content on the proper time, and with the blogs, websites, and corporations vying for attention, the chance at getting noticed is less than low.
Here are a few ways that you could make the most of your nofollow links, whether they’re on social media marketing, someone’s blog, or elsewhere.
Motivate viewers to click your link. This could mean testing headlines, trying different tweets, or coming right out and saying, “look, should you click this, this cool thing will happen.” For instance, Buffer found out that one tweet earned a blog post 100% more clicks than another, simply because they changed the language all around the link.
Improve your audience. Want more and more people to find out, click, and act on your own nofollow link? Have a bigger audience. This can be as simple as following industry figureheads who will likely follow you back, directly requesting shares, or sharing your post multiple times. Try emailing people of authority and asking (nicely) for them to have a look at your posts. If it’s great, it might get you a share.
Another trick: in the event you write blog articles or product content that references other people, be sure they understand regarding it. It may look like you’re just seeking to stroke their ego, however it works. If somebody wrote a blog post about me, heck yeah I’d tweet the web link over to everybody I knew! (Unless it had been bad. Then I’d just cry.)
Keep your link is relevant. This, i think, is among the most critical facets of a nofollow link. Countless links on social websites go unclicked mainly because the information isn’t connected to them. That one is challenging to manipulate, because it’s pretty tough to know whenever your audience will be within the mood for your personal blog posts vs. photos of puppies, however, you can still succeed by thinking cautiously regarding what you share, when, and why.
Ensure your site content is relevant, too. Okay, which means that your link got clicked. Great! However your bounce rate is at 99%. Not great. It is possible to write the ideal headline on the planet, however if the pot of gold after the rainbow is empty, nobody’s going to stick around. Avoid misleading headlines, unfulfilling content, or perhaps plain marketing towards the wrong people.
This really is honestly the biggest flaw from the ISP map I linked above. Many people checked out the maps, and even visited our blog to discover the remainder of the study, then again they left. Probably 99% of our own targeted traffic to that post do not know who WebpageFX is and whatever we do. That doesn’t mean the material was bad, but it really just wasn’t highly relevant to the sort of audience we want to attract (that is, prospective clients).
Optimize your landing pages. What do you need somebody to do after they visit your link? What’s the next phase with this visitor? Keep them around a little bit longer. Make use of a related posts plugin to deliver some additional reading, or consider using a service like snip.ly to suggest relevant content or links.
Don’t complain. When someone will give you a hyperlink and it’s nofollow, please don’t storm inside their inbox with guns blazing. Maybe they merely don’t know you sufficiently to go by your links yet. If you’re cool about this, the next link they give you could be a followed one. As well as whether it isn’t, you’re still getting exposure out of it, right?
A nofollow link isn’t the end around the world
As SEO professionals, I am aware we’re all aiming for followed links that pass plenty of “juice” towards the websites of the clients. If we all had our way, earning links will be easy, every link would be followed, and Google would not, ever penalize websites to have too many links, or way too many links of a certain type. We will all have vast amounts, and would spend our days on the beach drinking fancy cocktails. Unfortunately… that’s hardly just how the situation is.
Honestly, a nofollow link isn’t the conclusion around the globe, because of you or for a person. These links are valuable, and vital for anyone seeking to build their brand online. As I’ve shown, they hold significant power, and more than you could possibly expect.
As an alternative to focusing on whether a hyperlink is followed, we need to do our best to acquire those links before the right people in the right time, crafting content beyond the link 38dexppky motivates conversions. Since it is for all things in SEO, obtaining links is centered on balance: the balance between followed instead of followed, “juicy” links and dry ones.
Within my case, that nofollow link I talked about at the beginning of this post went live, the blogger was satisfied with her product, and also the review she wrote was fantastic. It generated a rather high volume of clicks to our site… and what have you figured out, also a few purchases. Seeing was believing to me, now I’m an advocate of making links generally – not simply the followed ones.