Each page on your site has a certain authority and this authority is determined by the total amount of inbound links you get from social networks, blogs, magazines, and various other sites across the web. From there, the authority runs through the links on each page. So, if you get a bunch of press linking to your homepage, that page is now receiving “link signals” from the inbound links on those 3rd party outbound sites.
You can control the flow of link domains through your site by applying the rel=”nofollow” tag to links that have no SEO value. The pages that don’t have SEO value would include:
- Terms and conditions
- Login / logout
You can see there’s a pattern here. Any page that doesn’t explain your product/service or don’t support the keywords you’re trying to rank for. We’ll look at 42floors as an example —
42floors helps you find office space. Appropriate keywords that they should rank for would include office space, among many others, but we’ll simplify for our purposes. They’ve received a ton of phenomenal press and all linking to their homepage. It’s now important for them to direct the flow of authority to pages that will help them rank for keywords that include office space. Looking at their site, you can see that they have a number of links on their homepage which do not support those keywords, like:
By applying the rel=”nofollow” tag to the above listed pages, page authority is directed to important pages on their site. For instance if they had a directory of cities where office space were available, it would be prudent to direct link domains to those pages so they can rank for keywords like San Francisco or London office space.
42floors has much that can be improved in terms of Information Architecture, linking practices and keyword optimization, but we’ll focus on this one technique, which will help them reserve page authority for the homepage, blog, and How it Works pages.
Think of it like a leaky bucket. A page has a certain amount of water flowing through it. Each link on a page is a hole. If you stop the flow of water to one of these holes, the other holes will get more water.
You want to patch up the leaky holes that don’t support your SEO keywords.