#its so exciting though either way even besides the ships cause all of the theories I’ve seen

[her-midas-touch]

Don’t mind me just processing the fact that filming has probably started (or starting soon anyway) and we could possibly be getting more crumbs and everything soon

#byler #ronance #no because every time I have those "lets process the actual gravity of byler canon” posts on my dash I’m internally screaming ahh #and ronance omg manifesting so much into the void while trying not to get my hopes up too high #its so exciting though either way even besides the ships cause all of the theories I’ve seen #and I’ve seen so many apocalyptic hawkins takes here on tumblr too the art is top tier #and agdgkfjkudv the hopper-byers family I want to see where they go with that #and more core four dynamics

[qyllenhaal]

❛ Bunny ❜

Series: The Devil I Know

Senator!Chris Evans x Reader

Word Count: 4.9k~

Summary: Reader Surprises Chris on their week long vacation together with something that he's been begging for for a long time

warnings: 18+ only!!! Unprotected sex, daddy kink, dom/sub elements, roleplay, creampie, breeding kink, cumplay, age gap (reader is in her late 20s)

A/N: I'm hoping to start taking requests soon! I've been so busy with life that my ideas for this series are drying up.

Enjoy!

Y/n would be a damn liar if she said she wasn't turned on by the roleplay idea that Chris brought to her and the way he kept calling her his "bunny." She scoffed at him and rolled her eyes at first, it just sounded so ridiculous to her, but the more she thought about it. the easier it became to envision it happening.

Her in a Playboy bunny costume sounded so basic to her, but the excitement in Chris's eyes showed that it meant something to him.

She felt guilty as he explained how boring his sex life was before meeting her. He was trying to make her feel better about the idea, and feel a sense of pride, instead she felt loathsome. She wasn't able to determine if she felt more sorry for him or his wife. Their marriage was dying anyway and was going to die whether or not Y/n was in the picture, but she still felt awful about being the final death blow to their multi-decade marriage. He wanted to take her up to his father's cabin up north while his wife stayed home? It sounded good in theory but something about it made it hard for her to say yes.

"C'mon, you deserve a break. You've been working your ass off to get Withers primaried and you actually have a chance of unseating him. Don't you think you should relax? You work so hard all the time honey."

It was all too enticing to say no; to be whisked away from an entire week and ravished by her lover.

"There she is," he teased when he saw that smile forming on her face, "I knew you'd come around to it. I'm going to make sure you don't lift a finger, and you get to taste my famous ceviche."

He kissed her cheek and let her get back to work before she could come up with a reason that causes her to change her mind.

Y/n kept her excitement to herself but she was over the moon. Once she let the guilt simmer, she began to fantasize about the possibilities of an entire week of having Chris all to herself without interruption. They'll be able to act like a normal couple if only for a week.

She got herself through two weeks of more tough work, but it was fulfilling to know that she was succeeding in her work, and that she had a trip with Chris on the horizon.

He hadn't brought up his little idea since she'd agreed to go on the trip. It seems as if he forgot all about it as his shock that she said yes had consumed his thoughts. Y/n couldn't let it go though. She couldn't stop thinking about it now that they were going to be gone for an entire week. She could wear that little get up for days and give him a sight that's going to be etched into his brain until the day he dies. Y/n loves that she has that effect over him; the ability to make his heart race and his cock hard with just a simple look.

It was not a cheap costume to buy because she didn't just want to buy any regular costume that could be bought at party city. No, she wanted something that was better quality and could endure Chris attempting to tear it off her body. She paid extra for the shipping so she had it in time.

When it was finally in her possession, she stared at it in awe. She was tempted to put it on, to see how she looked in it, but she wanted it to be a surprise for both herself and Chris. The material it was made of felt nice; the entire costume looked like it could've been owned by a real playmate. It wasn't often that Y/n felt overwhelmingly sexy, but she did just simply staring at the costume in its precious box. Chris was up in age, she hoped he didn't have a heart attack.

-

"It's so beautiful up here."

When Chris said a cabin up north, she didn't think all the way up north in Maine. But it was perfect. Only two weeks into fall but the trees were filled with vibrant red, orange, and yellow leaves.

The cabin was near a river that held the reflection of the trees. It seemed as if it had gone untouched for years, but it was filled with pictures. Y/n could pick out the face of a younger Chris in some of the photos, but everyone else was unrecognizable.

"That's my grandfather," he interrupted her thoughts when he caught her lingering on a particular picture.

She glanced at him before bringing her eyes back down to the image again. "You look so much like him," her fingers skirted across the glass. She felt a weird pang of longing hit her in the stomach. It's as if Chris wasn't just a few feet away from her. Maybe what she felt inside was shame disguised as something else.

"C'mon," he grabbed the framed picture from her hand and placed it back where she found it, "I wanna show you something."

Y/n trailed behind him, her hand in his, as he guided her through the house and up the stairs.

Chris led her upstairs and to another set of stairs. He took her to a dusty attic which somewhat confused her. Then grabbed a box that looked older than her.

"Remember that time you tried to show me that constellation...what was it...Be- Belt- B-"

"Betelgeuse."

"Yea that was the one," he took the top off of the box and she peered into it, "now you can show me other star thingys in the sky."

She laughed but wrapped her arms around his neck. It was an unsuspecting gesture from him, but she welcomed it nonetheless. He could get really sentimental at times and it would just make it harder on her that she couldn't publicly love on him.

"It's great Chris. Let's just hope the skies are clear one of these nights."

He smiled and kissed her cheek for the nth time today.

"Alright. I'm gonna go get started on my famous ceviche. You enjoy yourself however you want. Walk around, explore the place," he stroked her cheek before leaving her alone to go get started on dinner for the two of them.

It had been a long day of driving and all Y/n wanted to do was go to sleep, but something was buzzing inside of her. She hated that Chris's dinner and "famous ceviche" was probably going to go to waste because if her plan works successfully then he isn't going to give a damn about dinner.

Y/n made sure she packed the box holding the costume at the very bottom of her suitcase. She held her breath as she held it up in the air and stared at it. She's sure that she could wear a garbage bag and Chris would still want to fuck her but she couldn't stop herself from being so nervous about putting it on.

She did it anyway and was relieved when what she saw in the mirror looking back at her wasn't so bad. In fact, she looked sexy. The look was complete with the bunny ears and bowtie. She wore a simple lipstick, one that was going to be smeared later on, paired with coats of mascara. At the end of night Y/n wanted to see the proof of his handiwork.

Even though she knew he wanted this, she was nervous about how he'd feel about her "act". She's been deliberating for a week whether or not she should go all the way with the fantasy but why not? Chris deserved it after convincing her to come on this trip. Besides, he works hard too.

"Hun, the food is ready!"

A few seconds of silence didn't make him flinch, but after a few more minutes passed and he didn't hear footsteps coming down the stairs, he was confused. Another call of her name resulted in nothing but silence; she didn't even respond to "Button."

She could be asleep, he thought, but he was still curious. If she was then he could at least catch a glimpse of her sleeping peacefully, put the food away, and then come join her.

"Y/n?" His voice got softer as he approached their bedroom. It was cracked enough for him to see that the light was on. He pushed it open and there his girl was. On the bed and dressed like she stepped out of his dreams.

"What is this?" His laughter was mixed with interest and disbelief. Just some time ago she was vehemently saying "no!" regarding his idea and now she was dressed like a Playboy bunny.

"Do you like it, daddy? I got it just for you."

Chris felt himself hardening in his jeans. Sheer tights stretched over her thighs and he just wanted to rip it off her body. She looked good enough to ruin.

"Of course I like it Button," he cooed as he approached her waiting body on the bed. He touched the material of her outfit still in a state of disbelief. This was his ultimate fantasy.

"I'm glad you like it. I did it just for you daddy," her voice was soft, girlish, and coquettish as she palmed his cock through his jeans. He swears he could cum just from this if she kept it up. He grabbed her hand to stop her.

"You're a naughty little bunny, aren't you?"

"Nooo daddy I've been good," she inched herself backwards on the bed before slowly turning onto her stomach all the while keeping eye contact with him, "I've been a good girl."

"I suppose you have," he didn't even try to argue against her claims. That pout on her lips made him incredibly harder.

Chris ran his hands over her ass and she mewled softly at his warm, strong hands on her. Y/n closed her eyes, a cocky smile on her lips knowing that she probably turned his brain into mush. She pushed her ass into his touch for more.

"The things I want to do to you..."

"Tell me daddy. What do you want to do to me?"

"Uh uh, you don't go demanding things around here. You've been a good girl, but I can easily change my mind. I can make you take my fingers and edge you while you wish it was my big cock splitting you open, but I don't think my bunny wants that."

She pouted and pressed her face into the bed. Chris chuckled at how easily her demeanor changed. He put his knees on either side of her legs and grabbed her hips to drag her ass to his pelvis. She gasped at the swift movement whimpered when he started to mime fucking her.

"Oh baby you look so good like this. I don't know if I want to keep you all pretty and in this costume while I fuck you, or take it off of you and ruin that cute little face of yours."

He had plans to do both, but he liked to hear her whimper when he told her about the utter filthy things he was going to do to her. If she thought he was going to rip it off of her without savoring how good she looks then she's wrong.

He's so grateful that he packed that polaroid Y/n gave to him as a birthday gift. It was how he got around her "no pictures" rule. She never let him take pictures of her, not even on the second phone he bought just to contact her. How could he not document how she looks after cumming hard for him? Or when he leaves a trail of white all across her bare chest? He often had to rely on his memory, but he planned on this trip being different.

"Stay just like that Bun."

Y/n broke her character for a little bit, rolling her eyes and relaxing her arched back when he left the room. Sometimes he did little things that annoyed her, but the way she jumped back into her character when she heard him come back showed her that the annoyance was just a façade.

"So perfect," the camera's shutter fired and the camera spit out the first ever photo he has taken of her.

Y/n wanted to protest against him, but she stayed silent. It wouldn't hurt to have a few polaroid's as keepsakes; she even looked back at him and made eyes at the camera.

Chris could spend all day photographing her, but the strain in his pants was becoming too painful. He placed the camera down and stood at the edge of the bed.

"Come put that pretty little mouth of yours to use."

Y/n hopped up from her position and found herself on the floor in between his legs as he sat on the edge of the bed. She clumsily fumbled with his belt and fastener on his pants. "Eager little bunny, slow down a bit," he taunted.

She tried to listen, but she's desperate to get him in her mouth. His hard cock springs out from its restraint and almost hits her cheek. She gasps lovingly at the pre-cum seeping from his blunt head. She wanted to taste it, but she didn't do it without Daddy's permission. Instead she wrapped her hand around his length and squeezed him.

Chris watched her stare at his cock in awe, like she wasn't already familiar with it. She gave him a few languid pumps and he sighed at her soft touch. He thought about how beautiful it would be to paint his cum across her breast. She looked like an absolute sex-pot; it was hard for him to control himself.

"That feels so good, bunny. You're such a good girl — keep pumping me...a little faster bun... good girl," his praising voice was as smooth as a cat's purr. Y/n felt the presence of her arousal when her sex pressed against the material of her costume.

The pre-cum oozing from his tip made her mouth water. He didn't instruct her to do anything further, but she couldn't stop herself from wrapping her lips around his length. He didn't seem to have a problem with it either because he sighed and pushed her mouth further down on his cock.

"You're so beautiful like this bunny...my precious girl," he cooed between breaths.

Her mouth felt like heaven, her warm tongue laving him with saliva and washing pleasure over him. He felt the muscles in his lower abdomen spasming as she sucked on him faster and feverishly. The concentration on her face was so cute to him, but greatly juxtaposed by the light makeup that was beginning to smudge on her face.

His cock hit the back of her throat and she gagged on him. Y/n tried to pull herself off, but he kept her still, forcing her to relax her throat while he filled her mouth.

"That's it girl — fuck — you're going to make me cum. Is that what you want? Me to cum down that pretty throat of yours?"

Y/n tried to shake her head no and say out loud, but she was muffled by his cock. She loves to watch him jerk over her tongue or other parts of body until he cums, but she wanted him to cum while he was fucking her; he could always paint her tits later.

"You don't want me to cum down your throat bunny? Where do you want me to cum?"

Chris knew she was unable to answer, but that was apart of the thrill. His ego was through the roof and the sense of power he felt because of this was astounding. She made him feel so many things at once, but all he was concerned with now is seeing her body shiver with pleasure.

He let go of his physical grip on her and she took the opportunity to come up from her. Her lips were pink and there was a line of saliva collecting her mouth to his cock.

"Look at you, so pretty," he petted her as he stared into her eyes that held a glossy look of desire for him and him only, "get on the bed bunny."

He wanted to worship her. He wanted to make her cum over and over again until his name was the only thing left on the tip of her tongue. As she laid out on the bed for him, in a costume just for him, he wondered how he got so lucky with her. They were so different, but they were somehow meant for each other.

"You're so gorgeous," his hands glided down her stocking-covered thighs. He squeezed her flesh and he groaned as if he could feel what he was doing to her. She made him dizzy just from how beautiful she was.

Y/n's body anticipated every stroke of his hands on her body. He didn't leave an inch of her exposed skin untouched. He touched and looked at her like she might disappear at any moment. It was his mission to memorize how her body feels under his touch.

"Daddy," she whined, not being able to stand to ache between her legs anymore. She isn't sure what she wanted him to do, she just wanted him to do something.

"Be patient, sweet thing. Let me take in how beautiful my little bunny looks."

"You like when I dress up for you, daddy?" She further parted her legs as a suggestion for him to place himself between her legs. Chris picked up on what she was doing, but he didn't follow through.

"My perfect little bunny," his voice trailed off as he palmed her breast through the costume.

Y/n moaned and arched into his touch. It wasn't long before he was pawing at the top of the costume to free her breast. The costume was tight against her body, but he managed to get what he wanted. He cupped her tits before he leaned down to wrap his lip around her nipple. His thumb teased the other one, stroking it to life. Her delightful sighs sounded heavenly.

"Feels so good," Y/n whined. She tried to grind against him in desperation but he wasn't having any of it. More of his weight was pressed against her to keep her still. He switched over to sucking on her other nipple. His eyes met hers before lightly closing from the feeling of ecstasy.

The mess that was forming between her legs was becoming unbearable. Y/n knew for a fact that she soaked through her costume and with just one swipe of his hand, Chris would be able to feel it. She didn't say anything but she was just so impatient and wanted him to give the same attention to her sex. But he wanted to savor her in this costume before he takes it off of her and just fucks her in the bunny ears.

"This body is so perfect."

As his hands slowly slid across her stomach, the cogs began to turn in her head; she wanted this night to fulfill all of his fantasies.

After taking his sweet time with her body, Chris was finally getting her out of the costume. It won't be the last time she wears it this week, but it was bittersweet to see her out of. However her body alone was driving him wild. She still had the bunny ears on which made her look incredibly cute.

"My lil' Bunny has been so patient for me," he kissed her cheek before moving to kiss the front of her throat, "I'm gonna reward that pretty pussy of yours."

Y/n felt the lust boiling over as Chris moved down her body and his was finally home between her legs. "You got so wet for me bun," he taunted her. His fingers prodded at her slit but didn't push in all the way like she needed. It was torturous to tease her when she had been such an obedient girl for him.

He didn't keep her waiting for long. His tongue was diving through her silky folds to get a good taste of her.

"Undress daddy, baby."

The gruff of his voice made her feel even wetter. She often teased him for being so much older than her but oh did she love all the psychical manifestations of his age. The grey in his hair drove her wild, and she loved how grey his beard was whenever he grew it out.

She grabbed at his soft cotton t-shirt and pulled it over his head. The light dusting of grey hair on his chest tickled her fingertips. She couldn't stop herself when she leaned in to nip at his collar bone. Her lips were so sweet on his body making his head spin. She started tugging at his pants while her lips were still on his skin. He did most of the work, but he didn't care, he just needed to be freed of his restricting clothes.

Y/n wrapped her hand around his cock and gently pumped him.

Chris sighed into her ear, "wanna cum on my tongue or my cock bunny?"

"Your cock daddy! Bunny needs your cream inside of her," she whined.

He thought about fucking her the entire drive; his mind thinking of all the things they could do alone, but he never thought he be blessed with this.

"My little bunny wants my cock? You want to get on all fours and show me how dripping you are?"

Y/n nodded her head, eyes wide with lust and her bottom lip slightly poking out.

"Good girl. Show daddy just how pretty you are."

She moved from his arms and laid her head against the bed as her ass stuck in the air. Chris got off the bed and stood against the very edge. His strong hands laid gently against her ass and he pulled her puffy lips apart with his fingers.

"Fuck girl," he groaned, unable to contain the desire he felt," you're dripping. You're dripping for daddy, aren't you? I thought you were a good little bunny, but only slutty bunnies get this wet."

Her body tensed when his left thumb dragged against her clit. It was swollen and so sensitive to his touch.

Chris's cock was hard and ready to be inside of her warm silk. He had brought the condoms that felt like nothing along with him; two boxes since they were going to be together for six more days.

She heard him tearing something up, but she looked back at him and reached up at him.

"No."

"What do you mean 'no'?" He furrowed his brow but still held the half ripped condom wrapper in his hand.

"No condom daddy. I want to feel all of you."

He groaned and he felt his cock become impossibly harder. They had gone back to condoms because Y/n said stopped taking her birth control when she stopped speaking to him, believing that they were possibly going to stop this relationship. She also said she was going to start again, but he just could not remember if she said her doctors appointment was happening this month or next month.

"Are you on the pill?" His tone had a hint of excitement to it, but ultimately he was concerned; she was always strict about protection.

"I don't know," she said feigning innocence, batting her lashes at him and wiggling her hips in anticipation for his cock. This little character she decided to adapt was driving him crazy.

"Don't lie to me girl," he gripped her arm and she whimpered. His rough handling of her had made her even wetter.

"I'm not! I really don't know daddy!"

She knew, and he knows that she does, but he was too weak by the sight of her bent over in her little bunny ears with her wet cunt exposed to him. Her ass began to sway from side to side, calling him to come closer. But what she wanted him to made him think to himself: 'is she fucking crazy?'

"I need you so bad daddy. Please ruin your little bunny," her voice was sweet as candy.

Chris always wanted her but something about this unlocked a deep hunger inside of him. The risk of this made his heart race and sweat form on his skin, but he wanted this just as bad as she did.

"Baby," he placed a hand around his cock to help guide it inside of her, "I'm gonna ruin this pretty fucking body of yours."

He fully sheathed himself inside of her and Y/n sighed with tenderness. The small touch of his hand on her lower back felt so incredibly intimate and she was grateful that he convinced her to come on this trip.

"You feel so fucking good girl," he pulled out just a few inches only to push back in, "I'm going to fill you up. Is that what you want, pretty baby?"

Y/n is unsure what is more taunting: the tone of his voice or his increasing pace. Both of his hands now grabbed her hips and she swooned over how large they felt holding her. He dragged her back onto his cock until he was nearly pounding her. Each thrust was ruining her softly.

His thrust became more wild as he felt her walls grip his entire length. She felt so warm and wet around him. He missed being bare inside of her, feeling her entirety from the inside.

Soon her little bunny ears were falling off of her head as he fucked her hard. There was something so intoxicating about ruining everything that's so perfect about her. He loved that she gave him permission to do so too.

"Look at me," he said through gritted teeth. He grabbed her arm and forced it against her back. Y/n twisted her upper half to look up at him. She placed her hand on top of his for a glimmer of intimacy in this moment of nasty brutal fucking.

"I'm gonna pump you full of me, bunny. Good girls get all my cum."

Every time he slid home inside of her, stretching her completely, she cried out louder. Her thighs trembled and shook with each thrust into her. He was fucking so hard it was almost mindblowing. She always teased him for being an "old man" but he was proving that his age didn't hinder him from pounding into her.

He was getting closer and closer to slipping over the edge. She just feels so warm and tight around him, her contracting walls inviting him to cum inside of her. He loved being able to see her face as she hit every spot inside of her that made her toes curl.

"I feel that pussy tightening up," he spoke breathlessly. He tried to concentrate on his words but her wet cunt rendered him speechless. "Cum for me bunny."

Y/n began to meet his thrust. Lust bloomed in her stomach when she imagined feeling him empty inside of her. They were so incredibly close and if they kept this up they could cum together.

"Give it to me daddy" she whispered, staring back at his face, "please cum inside of me...I've been such a good girl...I need it so bad."

Chris's thrust got sloppy as the muscles in his lower abdomen began to spasm. His entire body felt like it was on fire. Y/n started cumming around his cock and her pussy tightening up hugged his cock and milked him. "Fuck!" He grunted loudly as he fucked the both of them through their orgasms.

Despite her body being too hypersensitive to take anymore, she whimpered when he pulled out of her.

"Keep that ass up in the air."

Chris grabbed her ass cheeks to spread her open. "Push it out for me bunny." His cum came seeping out of her hole and slid through her folds. He spread it around her sex with two fingers before pushing it back into her hole. She gasped when she felt him slide back into her. Her walls clenched around his fingers, still hungry for more. He wanted to fuck her again, but he was too tired to go again.

"You're going to wear me out girl," he joked, laying next to her on the bed. She looked just as tired as him but that look in her eye indicated that she was completely satisfied.

"It's been a long time since you've fucked me like that. I think I should wear that costume more often."

He placed his palm against her face and she leaned into like she always did. She closed her eyes and felt lulled by the sound of his now steady breathing. This moment together felt like it could last a lifetime. Y/n wishes that they could just stay here forever instead of a week. If she never had to think about an empty promise ever again, she'd be content for the rest of her days.

#chris evans x reader #senator!chris #senator!chris evans x reader #chris evans smut #chris evans x y/n #senator!chris evans #smut #tdik series #fic #chris evans

[thoughts-on-bangtan]

Vmin Vlive Asks

From anon: saw on twitter people asking for vmin vilive again. If vmin were just friends it wouldn't be a problem streaming together, or if they hated each other as some say they would be professional enough to stream together without any problems. But since they don't, it's because it's difficult, even as a professional, because vmin is so cute with each other. just a thought.

From anon 2: It saddens me that we still haven't got a Vmin live/selfie. It really makes me wonder. Surely they can go an hour without flirting/touching/exposing themselves, right lol? Same with a selfie. V did a live with JK and JM did one with JK, last year. V uploaded a selfie of him and JK on NYE, but when it comes to Vmin we barely get crumbs. Not saying I expect it, but it raises the question of what the big deal is kinda. Worst part is antis see it as confirmation that Vmin aren't close. Makes me sad.

From anon 3: What are your thoughts on why we haven't seen Vmin selfies or vlives in a while? Same with Jikook. Nothing from them either. Do you think Jimin just isn't wanting to for some reason? Even TK uploaded a selfie on NYE and then we got Tae in a video, in a rush to get their selfie uploaded. Kinda makes me sad. Not cause T/JK uploaded a selfie, but I just wish Vmin would throw us a bone. Since we haven't seen any selfies/lives with J/k**k either, seems maybe its on Jimin's end why we aren't. Maybe?

Perhaps this is a moment where being a namjinist is quite a handy thing since we’re rather used to a lack of selcas, even if there are moments that we know (and even saw) them take some together and yet we never got to see the selca, meaning they took them merely for themselves as memory. Which kind of makes it actually much cuter, but that’s besides the point. Same goes for vlives, before the RJRJ vlive Summer 2020, we had to wait a very long time for a namjin vlive. Perhaps I’m just desensitized to this wish of a joined vlive, not that I wouldn’t want one, I very much do, but I’m used to just…not getting one, I suppose?

Admin 2 has actually written a post early on into our time on tumblr about their theories regarding the potential of a vmin vlive and how chances are we will likely not get one, at least not any time soon. Looking at anon 2’s question if they would really not be able to go an hour without flirting or touching or doing something else that could “expose” them—I’d like for us to remember their “Radio” for Japanese ARMY where they basically spent the entire time talking softly/sweetly with each other, Jimin calling the way Tae wrote words on a whiteboard “cute” (the video was deleted but this is at least the translation of this), how he wasn’t able to open a pen so he softly asked Tae do it for him, and how Jimin did this funny charade move which Tae claimed was “Jimin waking up” resulting in Jimin playfully/cutely “hitting” Tae’s chest (1:28 onward). And that’s edited content, yet it’s so sweet and full of little tender vmin moments.

Now imagine that but without editing and happening live.

Of course, Jimin and Tae are absolute professionals at their job, I don’t have any kind of doubt about it, but perhaps it’s just something they’ve decided they don’t want to do (despite Jimin’s initial “promise” of talking Tae into doing it with him, and Tae saying “okay” on the phone when asked about it). Not due to a lack of possibilities or time, not due to a lack of self-control both verbal and physical wise, but due to some completely different reason only they know. We know what literal hellscape the comments during vlives are, so imagine what kind of nightmare the comments during a vmin vlive would be…it makes me sad and furious just thinking about it. Considering the comments are already full of hate and shipping related comments and questions when they do solo vlives. Or how hateful people were when Jimin, Seokjin and Yoongi did their Just Dance vlive together in 2020, how Seokjin was basically accused of “getting in the way” of y*onm*n and far, far worse things, even though all three of them were having so much fun together.

We know how much certain people despise vmin and any (cute) interactions between Jimin and Tae that show that all their wishes or claims that “they hate each other” and “have drifted apart” are not true. Also, remember how Tae posted their ITS bed selca on weverse and was flooded with hate for it? I admit, that was in parts due to “bad timing” (or rather people being unable to stop demanding things from Bangtan without immediately turning hateful but that’s a whole different story) but in larger parts due to it going against “popular agendas”.

“Worst part is antis see it as confirmation that Vmin aren't close. Makes me sad.” If there’s one thing I’ve learned in my years as ARMY, as well as vminnie and namjinist, it’s that the opinion of antis is worth less than dirt. Even dirt is more useful, tbh. They can think whatever they like, but the good thing is, their opinion and whatever they think is a “confirmation” of their agenda, it doesn’t affect the truth and the reality of Jimin’s and Tae’s bond in any kind of way. So, please, don’t let their noisiness make you sad. Literal antis are not worth our times. Not in relation to vmin and not in relation to BTS in general.

“Not cause T/JK uploaded a selfie, but I just wish Vmin would throw us a bone.” While I know what you mean, I’d like to remind you, and everyone else, that we’ve gotten a whole mountain of bones in recent weeks between RUN and other content like Winter Package. We might not have gotten any selcas or vlive, but we got so many other things, do they not count? Besides, we’ve made it five years without vmin vlive, I think we’ll be okay, no?

So, it’s okay to hope we might get a vlive from Tae and Jimin together one day, as well as a selca, if they’ve decided against it behind the scenes, we should respect and accept that. In the end, if they’ll one day do decide to do a vlive or post a selca out of the blue, imagine how happy we’d be.

Instead let us look forward with anticipation and excitement for tomorrow’s Grammy performance and hopefully their first win, even though I’ll forever be salty about the organizers putting their category in the pre-show instead of making it part of the main gala despite knowing that their category is basically the most anticipated one this year. As well as most of the categories with POC nominees being outside of the main gala. Very telling.

Then again, like that one Forbes article once said:

#answered ask #answered ask by admin 1 #vmin #Jimin #Taehyung #Vmin vlive

[thedarkthatbindsus]

Here it is!

Your first peek at The Dark That Binds Us, my debut novel, due to be released in Fall 2019! 

The earth shudders as another dreadnaught drifts over the Dukcha Wood, casting a shadow like storm clouds.

Professor Gim keeps a hand on my shoulder, the both of us crouching as low as we can into the underbrush, waiting for the ground to still and the roar of the engines to fade. Its shadow is so huge that it blocks the sun, already struggling to pierce the thick canopy of the jungle.

I don’t know why I’m holding my breath, but I do, hand over my mouth as the ground finally stills and only the sounds of birdsong and buzzing insects fills the air. Professor Gim’s body relaxes next to me, but our guide Arjun’s body stays tense. When I look at him, his dark eyes are still wildly scanning the canopy, sweat pouring down his face.

Like me, he’s no stranger to invading Adosi ships

“This is…unexpected,” says Professor Gim. She doesn’t sound the least bit rattled. In fact, she’s glowing from the combination of sweat. My heart is pounding so hard, I can hear it in my ears. “I guess that peace treaty didn’t mean much.” She turns to me with a reassuring smile on her tanned face, but it quickly fades when she sees how pale I am.

“Are you well, Verity?” she asks. I nod, but of course, I’m lying. The underside of an Adosi dreadnaught is always an ill omen. I have scars left over from Adosi brutality. A cold knot of dread coils in my stomach at the mere thought of seeing the crimson armor of an Adosi soldier, but I take in a deep breath through my nose, trying to draw in some of Professor Gim’s bravery. I can’t be the apprentice of famous explorer Minji Gim and be a coward.

 She pats my shoulder, giving me a soft smile before she turns to Arjun. “Are you ready to lead us, Mr. Kang?” she asks. He seems to be having a harder time calming down. He clears his throat, shaking the sweat from his ginger beard and mustache. He gives a stiff nod, leading us out of the underbrush and back onto the path.

 We’ve been in the Dukcha Wood for a week, and we’ve spent three of those days spotting Adosi ships flying eastward to Haseul City. It’s the last bastion of civilization before the jungle and the capital of East Nal Va. I’d be a fool to think those ships were paying a friendly visit.

But Professor Gim has led us with a single-minded determination. Through rainstorms, armed checkpoints, and oppressive heat, Professor Gim has never faltered.

Even though Arjun is the guide, the professor leads us down the trail, her trousers and boots caked with mud. The handles of her pistols glint in her belt. I carry a pistol of my own, even though I hate the things.

“It’s not safe for a woman in most places,” she told me before we departed from New Argent City. “Any student of mind needs to be able to protect herself.”

I took the gun from her with shaking fingers. “Have…you ever killed anyone before, Professor?”

She shrugged her shoulders. “Once.”

Now, she pauses in front of us, kneeling down to look at something in the mud. She waves me over and I rush to her side. A strand of black hair sticks to her cheek with sweat, but her face is glowing with excitement. It’s a struggle to look away from her face and down to where she points a long finger.

“What does that look like, Verity?” she asks me, nearly breathless.

I wipe away some of the mud to reveal a glint of polished stone, a sharpened length of obsidian attached to a turquoise hilt. As Professor Gim fishes her field notebook out of her satchel, I carefully pull the obsidian dagger from the mud and rotate it in my hands. The blade still gleams as though it were shaped just yesterday.

 A series of thick, intricate letters carved into the bottom of the hilt tell me exactly why the Professor is so excited.

This is of Witgan make. The characters on the hilt could either be the name of the person it belonged to or the trademark of the smith who made it.  

“We’re close,” the Professor says as she puts her notebook away. “We’re so close!”  

Already, I can feel the weight of our discovery settling on my shoulders. For years, the scholarly consensus was that the Witgan people never ventured this far north from their cluster of villages and cities to the south of the Aksenti Mountains…not until their decline two hundred years ago forced them to migrate into Ilios. But little discoveries like this dagger put doubt on that theory. Witgan literature is just as rare, but what little pieces of it the Professor found mention temples and shrines erected by Witgan people who traveled abroad to honor their gods and spirits. Of course, they may have been destroyed over the years, but finding just one here would be enough to shift all we know about Witgan history.  

Professor Gim plucks the dagger from my hands and shows it to Mr. Kang. He takes it from her almost with reverence, turning the blade over in his hands carefully. He reads the characters on the bottom, tapping them with a finger.  

“This belonged to a warrior,” he says, speaking to us in stilted, accented Varterian. “This is their family name, Tu Wabe.”  

“Astounding,” Professor Gim breathes, but excitement is cut short by another dangerous rumble of earth. This time it’s accompanied by a terrible roaring sound, like some great beast has been awakened. My body goes cold, and memories of a crumbling, burning city flood my mind. For a moment, I’m a little girl again, watching my home disappear into a crater carved by Adosi bombs.  

Professor Gim has to shake my shoulders to tear me away from the memory.  

“We keep moving,” she says, that mad determination back in her eyes. “The sooner we finish here, the better.”  

I take in a shuddering breath. I didn’t come this far to be cowed. Mr. Kang and I follow the Professor down the trail, deeper into the woods and farther south. The trail disappears into the mud and dead vegetation, and it becomes so dark that even the air chills. The canopy becomes so thick and overgrown that no light can peek through. The humidity creeps away, replaced with the kind of dry cold that proceeds winter. The stench of mold and dead things is stronger here. There were rumors in East Nal Va of the wood being cursed, either by ghosts or malevolent spirits. I’ve never been a superstitious person, but I’m having a hard time finding a logical explanation for the sudden drop in temperature.  

I pull a torch out of my satchel, shaking it to activate the mechanisms inside that cause it to glow with a bright, white light. I have no idea how it works, but I can’t help admiring my friend’s ingenuity.  

Professor Gim shakes her own torch to life and gasps when she casts the light on a wall peeking out from the trees. I join my light with hers, giving Mr. Kang room to run his fingers over the carvings on the brown stone.  

Some of the lettering is faded, but over his shoulder, I can make out the words ‘ruined’ and ‘fallen’ amidst murals of mountains crumbling and people and animals fleeing to escape whatever calamity is being described here.  

“The Akiwran’tam,” says Mr. Kang. “When Mt. Aksenti erupted.”  

And shortly after that, Ados invaded and took what was left.  

“But we’re miles away from Mt. Aksenti,” I say. I raise the torch higher and find that the ground starts to slope up into a hill. Cobblestones poke through the mud and undergrowth. A road. This used to be a road! I leave the Professor and Mr. Kang to follow it, nearly having to fall to my hands and knees to climb up the slippery incline. I breach the tree line like I’m emerging from the water and gasp like I'm taking a breath for the first time in minutes.  

A temple rises before me, and I see patches of moss growing over ancient stone hewn with arches, faces, and the bodies of gods and spirits. It rises in terraced levels, each adorned with demonic faces, intricate visages of dragons, leopards, and birds. Some of the temple has fallen, islands of stone invaded by tree roots and rot. It’s silent here. Not even wind whispers through the leaves. I don’t even hear a bird.  

“Verity!” the Professor shouts from behind me. “Don’t wander...off...”

Her voice trails into astonishment. She drops her torch, raising her hands to her mouth in shock. Mr. Kang mutters something to himself in Witgan and clutches his heart.  

“I knew it,” Professor Gim says with a gasp. “Oh, I knew it. I knew it!”  

I’m ready to join her in celebrating before I hear it: a horrible buzzing noise like a horde of locusts is approaching us fast from the east. The sweat that blossoms on my skin tells me what they truly are: Adosi wasps, the smaller ships that hover around their dreadnaughts like flies and peel off the main fleet for reconnaissance or to carry smaller squadrons. There’s no roar of a dreadnaught engine, so these ships are flying on their own.  

“We need to get inside,” I say, partly out of fear and partly because I am eager to explore this discovery.  I lead the way inside, and the Professor and Mr. Kang follow me towards the stone archway that marks the entrance. The darkness swallows us, and the stench of dust and mildew waft around us. It’s colder here, and I find myself shivering as I raise my torch to look at the walls. There are scratches on them in several places. There’s an armored figure that repeats several times amidst falling mountains and cracking skies, but each time, their face is scratched or gouged out. When I touch the stone, it’s icy cold against my fingers.  

“I...don't know this,” Mr. Kang says beside me. “They were obviously an important figure, but at some point, they must have done something unforgivable. I’ve never seen this before.”  

“This day is full of wonderful discoveries,” the Professor sighs. I wonder, does anything scare her?  

I let her lead the way deeper into the ruins. I trip over uneven stone, feeling my exhaustion creep over me. They war inside me, the desire to go home, and the urge to see what lies deeper in its ruin. If those Adosi ships keep buzzing around outside, I don’t know if I’ll make it home.  

The hallway slopes down and we slip over the wet stone. Water drips from the ceiling. We must be underwater somehow. The hallway opens up into a grand, circular chamber of stone, waterfalls roaring through an opening in the high ceiling and spilling in with the sunlight. The sound fills my ears and rumbles in my chest, the spray of the water dampening my skin and clothes. But it’s what lies in the center of the chamber that draws my attention.

It’s a body.

[ask-de-writer]

The next WIP is a LONG one.  Here, I am only including the last few chapters, along with a link to the start of DARING DO AND THE COMPASS OF DISCORD.

This story is rated YA, having some violence and death.

DARING DO AND THE COMPASS OF DISCORD

WIP : MLP Fan Fiction : Cover art by Wind the Mama Cat

Daring Do is given a unique quest by a most unusual patron.  She must find and recover the ancient Compass of Discord before its misuse can wreck the world of Equestria.  Of course it would be easier to do if ANYPONY, even Discord, knew WHERE IT WAS …

DARING DO AND THE COMPASS OF DISCORD starts here.

Chapter 7  Voyage to Kuduspar

The reality was slightly different.  As Amber pointed out over a complex game of cards and dice which Morail was winning, “When ships have adventurous voyages, bad things have been happening!  We want a nice, quiet voyage.  

“We will be making for Kuduspar, on the north coast of the Eland Republic.  We are not going all the way to Degrate, on the Forgotten River, in the Zebra Confederation.”

Daring Do discarded.  Both Amber and Withers rolled dice.  Withers picked up the card and added it to the layout in front of him.  Morail promptly laid her entire hand across his layout and, grinning, raked in the chips from the pot!

As Daring Do watched Morail in bemusement, she offered, “The way that you play this would convince anypony that you are a Diamond Dog, for sure.  You have to grow up playing this game to be as good as you are, and only Diamond Dogs do that.”

Morail grinned.  “<I am a Diamond Dog!  I was raised as much by the Ruby Drift as I was on the farm.  Only blood separates us.  I earned that Drift Supervisor and Mining Explosives Expert certification!>”

Amber grinned too.  She dealt the next hand.  Dice rolled and cards were laid down, picked up or added to growing layouts in front of each player.

Leaning on the railing and watching sea and sky as the Malachite sliced through the waves was another pastime.  Out on the open sea there were few birds but they did occasionally see one.

Pointing with excitement, Morail exclaimed, “Look at the size of the wings on that one!  What is it called, Doctor Do?”

Smiling at Morail's excitement, Daring Do replied, “That is called an albatross.  Some sailors claim that they never land, except to nest and raise their young. They do dive for fish to eat.  Whether they land for anything else, you would need to ask somepony besides me.  I have only seen them flying or on the water.”

Morail was almost bouncing with her present freedom.  “Amber has released me from studying the ship's operations for the next two days!”

Interested, Daring Do and Withers asked her, “What does she have you studying, Morail?  Can you tell us?”

Smiling, she replied, “Some of it, anyway.  I have been learning modern fire control systems!  These bigger guns and being on a ship make it all really tricky!

“Besides that, she has me studying the theory of modern Mage/Tech ship engines.  I really can't tell you much about them.  The history of them is fun, though.  The Mage/Tech interface and first engines were invented by the Equestrian Rom, of all beings!  They used them to power prostheses for their sick or injured Horses so that they could still pull their caravans!”

Withers nodded.  “I can easily believe that, Morail.  They invented the modern Magic Net too. Rather their foals did, so that they could stay in touch when bands were far apart.  Old Marchhare claims that they used it to, and I quote, Plot against their elders, end quote.  When their elders found out about it, they used it too, but made sure that the youngsters had a private part of it so that they could still plot and scheme!”

Daring Do chuckled, “That sounds so like the Rom!  They say that the young have to get away with things.  It builds character.”

The Malachite made her way from the Eastern Sea, south, just past the Equator, into the Stonewall Strait.  The land fell away north to the continent of Epona.  To the south, the land was the northern coast of the continent of Sorica, home, among other nations, of the Zebra Confederation.  Separating the two continents was the Medial Sea, leading on through to the Poniesian Isles and the Great Western Ocean.

The days of the voyage passed without incident until they raised the lighthouse of Kuduspar in the Eland Republic.  A swift, lightly armored patrol vessel flying the Zebra Confederation banner tried to intercept them.  It had a small 50 mm cannon in a forward turret and fired a warning shot across their bows.

The Zebra ship demanded, “You must divert to the port of Degrate to have all of your cargo and goods evaluated and taxed.  Any beings aboard who do not have Zebra Confederation travel documents must pay a fine and have proper documents issued before they can be permitted to travel further!”

Amber returned, “Nils Downitall does not own the Medial Sea!  We are going to Kuduspar and you will need to learn to swim if you try to stop us!”

Morail was operating the fire control board.  The Malachite's forward turret of 125 mm guns swung to bear on the Zebra ship.  Morail was wearing the headpiece and speaking softly through it to the ship's turrets.  Each of the three guns of the forward turret shifted their aim a little.

The captain of the Zebra Confederation apparently failed to notice, or he was following a script!  He demanded, “Apparently our warning shot was not enough! Prepare to be boarded and all of your cargo seized!”

Amber's paw dropped in a slicing motion!  Morail tapped her fire control board.  The forward turret's guns blazed with flame and smoke!  The ship shuddered under the recoil of the heavy shells blasting out to the opposing vessel!

Almost instantly, the small turret of the Zebra patrol ship erupted!  A huge hole from an exploding shell tore apart the forward superstructure, just under the flying bridge!  The third shell made a hole in the side of the boat, just below the smokestack!  A sudden roaring wash of mixed steam and smoke back out the hole and bursting up out the stack told of the end of the patrol vessel's engines.

Amber sent back by Magic Net, “Apparently, OUR warning shot was enough!  You were warned that we are going into Kuduspar.  You have only three choices.

“First, you may abandon ship and we will sink the hulk.

“Second, we can tow your vessel into Kuduspar.  By staying aboard, you retain a claim to the ship after paying us for the tow.

“Thirdly, you may abandon ship and we will claim the wreck as a prize of combat.  

“We will pick up your survivors in either abandonment scenario.”

Sourly, the captain of the damaged Zebra vessel decided, “We will take your tow to Kuduspar. How will you get the tow line to us?”

Amber answered, “We have a pegasus traveling with us as a passenger.  She will deliver you a light line to pull over a hawser for the tow.”

Soon Daring Do was bridging the gap between the two vessels trailing a light heaving line to the now wrecked Zebra Patrol boat.  She dropped the line across the bows and left the rest to the crew of the boat.

In short order, the convoy of ship and hulk was back underway, headed into Kuduspar.

At the harbor entrance, the Malachite was taken by a harbor pilot and the wreck was taken under tow by a tug.

Chapter 8  Import License

In the harbormaster's office, Daring Do was explaining the ostensible purpose of the expedition and the reason for some of their more “unusual” supplies.

She offered, “You see, Sir, what the Spinel Drift Enclave, near the southern end of the Selene Mountains, has found appears to be ruins of what may be the root civilization for the famous Nil Eya civilization.  The news of this possibility has severely upset the Downitall Party.  They hold, as a core belief, that it was a ZEBRA civilization that sprang full blown with brilliant writing systems, stone work, and architecture due to the pure genius of the superior Zebra kind.

“If this find bears out, as the true Nil Eya root civilization, it will totally destroy one of the basic claims by which the Downitalls hold power.”  

Daring Do made a twisted face as she observed, “For some MYSTERIOUS REASON, they don't like that and do not want us to succeed.

“The Downitalls totally fail to grasp what success is to an Antiquarian.  It will not matter whether what we find is the root beginnings of the Nil Eya civilization, a later thing built by survivors of the Nil Eya slave revolt, or something else entirely.  The only real gauge of success will be uncovering the truth of an ancient civilization.”

The window pane frames made a fine shadow play with the harbormaster's tall spiraled horns as he gazed out at the Zebra Confederation's shot up patrol boat being maneuvered into a drydock.  He gestured out at his nearly empty harbor and replied, “I see.  Look what their declaration of the Medial Sea being a Zebra pond has done to our trade.  Under the circumstances, I am granting the import license to you directly and noting that it has the formal backing of both the Supreme Matriarch of the Diamond Dog Council of Enclaves and the Joint Crowns of Equestria as well.”

He pushed a small stack of papers across his desk.  Daring Do began to fill out and sign where necessary.  He took the packet and sorted out sheets which he neatly folded and sealed, returning them to Daring Do.

“Best of fortune on your expedition, Doctor Do.  There is a fair amount of Discordian activity in the area that you will be investigating.  I hope that they do not cause you too much trouble.”

Dryly, Daring Do replied, “I fear them far less than the Downitalls.  That is why we have the special equipment that you have just authorized.  We thank you.”

She gathered up her papers and fit everything neatly into her saddle bags and left.

She had barely closed the door than she was confronted by a bulky zebra resplendent in a Downitall Party uniform!  He demanded, “I am war trained!  I am a big zebra and you are a mere pegasus, so don't get any funny ideas!  Just hoof over those papers for a Zebra Confederation stamp on each page! Fifty bits gold for each stamp and any page I don't like gets torn up AFTER I stamp it, so you still owe, got it?”

Daring Do wasted no time on chit-chat!  A fast poke at the zebra's nose caused him to shy away sideways!  As he was shifting his weight, she kicked the foreleg that was taking his weight, up high, dropping the stripy on his side, like a broken sack of oats!  She followed up with a double buck to his exposed gut, driving the wind out of him!

Turning to the door, she informed the harbormaster, “There appears to be some black and white garbage out here.  It is obstructing your walkway.”

“I see it, Doctor Do!  Thanks! I will make sure that it is taken care of!”

Happily humming the Funeral March for Kings from the ancient Nil Eya civilization, Daring Do went down to the Malachite's dock.  The head stevedore examined the papers and ordered his crew, “Begin off loading everything!  It has all been cleared!  Be careful with those ammo boxes!”

Chapter 9  On The Eland Veldt

The buildings of Kuduspar were far behind.  The surrounding farms, managed by the many industrious kinds of antelope that made up the population of the Eland Republic, gave way to semi open veldt with large patches of woodlands.

Morail was watching all in fascination.  “I was just getting used to the idea of ponies with one horn!  Now there are all of these antelope with TWO horns!  This whole area is so different from the veldt across the Selenes, where my Drift is!”

Withers looked up curiously, from the map that he was studying.  “Your Drift?  Morail, how much of what we have heard is real and how much is Amber taking advantage of this expedition to further her own plans for the Diamond Dogs?”

Morail, continued to look out the window eagerly as she replied, “My spell locked ID as Morail Ruby Drift pretty well nails part of it.  I was not really a Veldratten.  I was Morail Blum Fauntin and did go down into the Ruby Drift so much that they DID adopt me.

“Sometimes I would spend as much as a week or more down in the Drift.  The Diamond Dogs took really good care of my education and taught me.  I earned my mining and explosives certifications.

“My family sent me to the Royal University but the Ruby Drift was paying half of my education costs.

“The Downitall Party killed the rest of my surface family and claimed WITH DOCUMENTS TO PROVE IT, that I was killed too.  That let them seize the farm for one of their hacks.

“This is where the story gets really funny!  You see, I did play tricks on zebras above, about being a Diamond Dog adoptee that did not even know how to speak Zebra.  Tried to buy things with Diamond Dog gems and pretended not to know about Confederation Marks!

“The ZC Ambassador called Ruby Drift's Matriarch Topaz and she confirmed that I have been a Diamond Dog since fillyhood and knew Morail Blum Fauntin.  She told him about some of “our” tricks.  He bought it all.

“Nils Downitall actually had the story checked.  Since I did do those tricks, there were lots of good Zebra witnesses to the Zebra orphan raised by the Ruby Drift. Now, that is the official line!”

Daring Do spared a glance from her driving to flash a grin.  “So, you did tell Princess Luna the truth, that you already were a Diamond Dog!  How old were you when the Drift adopted you?”

Morail snorted cheerfully, “About six!  Vater was both proud and mortified at the same time!”

Glancing back, Morail suggested, “Pull off the road in the next patch of trees, Doctor Do.  We are being followed by a truck flying Zebra ensigns.  We need to set up our special equipment.”

Daring Do simply nodded and began watching the road sides as they entered the shade of the patch of woods.  The truck swerved, bounced fiercely and skidded to a stop!

Morail and Withers leaped out and pulled the canvas top clear of the back.  Withers, with practiced ease, opened the crates holding parts and began the assembly.

Morail opened another case and began to remove blocks about five centimeters on a side.  She was affixing things to them and setting them aside.  In moments, she was out near to the road, stabbing a tool into the sod, prying it up, setting a block in the hole and stomping it snug, then repeating the procedure.

Daring Do checked the action of a semiautomatic rifle and loaded in a big curved magazine.  She made sure that her throwing and combat knives were ready and that her big Spiderly 13 mm revolver was loose in its holster.

Seeing that Withers was done setting up the MT84 quickfire cannon, she passed him the rifle. Cannon set up, Withers made way for Morail to take the big gun's aiming handles and took cover where he could aim back the way that they had come.

They had only a small wait.  The big boxy black and white saloon style car roared almost past their position, screeching to a stop and backing up.  The Zebra Confederation flags on little staffs on each front fender fluttered in the breeze.  It crossed the roadside ditch at the same place that they had, bumping to a stop as soon as it was clear of the roadway.

Sitting quietly up by the MT84, Morail smiled and pulled out a small device.  It looked a bit like a Magic Net mirror.

The car's doors opened and two soldiers in Zebra Confederation Army Uniforms hopped out. They held the door for a portly Zebra in his Downitall Party uniform.

Daring Do pulled a tight smile of recognition.  This was the same Zebra that she had walloped flat back there by the harbormaster's office!  She also, and very ostentatiously, pulled her big 13 mm Spiderly revolver.

He did stop, as he stared down the unwavering barrel of the big pistol in Daring Do's grip. Arrogantly, he gestured toward her and one of the uniformed Zebras went to one knee, starting to aim his rifle at Daring Do.

From the brush off to one side, there was the crack of a rifle firing!  The Zebra fell squalling his pain!  He had facial cuts and one fore hoof was bleeding!  His rifle lay in two shattered fragments!  The other uniformed Zebra sprinted for the roadside ditch!

Morail, grinning ear to ear, barked in Diamond Dog, “Mistake!”  

She tapped her mirror like device!

Along the ditch and several places closer, explosions tore craters and scattered sod, tossing the second Zebra to the middle of the road!  The exploding mine under the Zebra Confederation car lifted its rear end up almost two meters! The right side rear wheels went flying, to crash into the brush as the car flipped up!  It fell heavily onto its left side, the undercarriage starting to burn!

The aghast Downitall Party uniformed Zebra picked himself up from where the blast from Morail's mine under the car had thrown him.  He gave a wild look at his fallen soldiers and the wrecked car, now ablaze.

Faced with massively superior firepower, he still tried to assert his “authority!”  “Doctor Do!  You must give over this expedition!  It has been forbidden by Nils Downitall himself!”

Daring Do raised her eyebrows and, incidentally, her big Spiderly revolver.  That last, she brought to bear on the second button of the Downitall Party uniform, just over his heart.

“For starters, sirrah, your precious Nils has overreached himself for a second time.  This is the Eland Republic, not the Zebra Confederation.

“Additionally, we are not even interested in the origins of the Nil Eya Civilization.  We know, from wall paintings and from written evidence that has survived, that the Zebras did play an important part in building it.  AS SLAVE LABOR. The genius that guided the labor was not Zebras.

“What we are now going to check out is an apparent temple complex found by workers from the Spinel Drift, here in the Eland Republic.  

“You may tell Nils that his minuscule navy has upset the Chineighese Empire with the interruption of free trade from Equestria, Prance, Saddle Arabia, Epona and parts of Sorica.

“Qushi Han Lee, the Pirate Queen, has dispatched a fleet to take care of the matter.”

He started to scoff, “Pirate Queen?  Our modern gunboats ...”

From her vantage point behind the MT84, Morail interrupted in her heavily Diamond Dog accented Zebra, “Qushi Han Lee's yards built the Malachite, our delivery packet.  You know, the ship that sank your light cruiser Das Capitin and blew the engines out of your patrol ship.  She is sending two battle ships, four heavy cruisers, six Hunter Destroyers and a pegasus carrier strike ship.

“They have been ordered to sink your entire navy and destroy every ship yard in the Confederation.”

The official drew himself up and snapped, “They cannot do that!  It violates International Law!”

Daring Do, tilted her head and scratched an ear, while suppressing a chuckle.  “Really?  And your criminal blockade of the Medial Sea does not violate the same laws?”

He snarled, “Not at all!! Nils Downitall has declared the entire Medial Sea to be our waters to regulate as we see fit!”

Morail barked, “Then he can have no recourse to International Law!  Setting aside Free Passage in the Medial Sea breaks those same laws!”

She brought the barrel of the MT84 to bear on him too.

Daring Do pointed north. “Kuduspar is only about two to three day's walk that way.  I suggest that you gather your fallen zebras and start walking.  Since it is illegal for them to carry those guns in the Eland Republic, I would suggest leaving them behind unless you want to spend time in a Republic jail.”

Gathering his uniformed zebras and starting to walk, he shouted back, “You have not heard the last of ONDER OTTARHOOF!”

Chapter 10  A True Discordian

The expanse of the Eland Veldt passed behind Daring Do's party.  They entered a range of broken, upheaved strata ruptured by the speckled gray of granite.  The road began to twist and double back as they climbed the gray broken rock of the hills.  Smaller brush and tall trees began to dominate the area.  The road led into a defile that opened out to a small valley with a tiny town.

It was a simple “wide spot in the road” sort of place.  There were only seven buildings, including a little store and an Eland Republic Government Station.

In a small cloud of dust, they pulled up in front of the Government Station.  Their hooves resounded hollowly on the dry, knotholed boards of the porch as they trooped inside.

The antelope behind the counter looked up at them with interest.  Daring Do noted a modern, desk mounted Magic Net mirror in its frame.  There were papers stuck onto three standing spikes and some stacked into In and Out baskets.

He looked up and mildly stated, “I am Meridian Courser.  May the Path of Chaos bless you all.  Are you the famous Doctor Daring Do?”

Daring Do stopped cold.  “I am she.  Are you really a Discordian?”

He nodded, his long spiraled horns making short arcs as he did so.  “I am indeed.  Following Discord or Eris, as she often is, is a lawful and proper religious choice here in the Eland Republic.

“I did have a reason for asking your identity, Doctor Do.  A number of complaints have been lodged against you by Ondar Ottarhoof, Chief Consul of the Zebra Confederation.”

Daring Do nodded.  “I expect so.  He seems to think that this is the Zebra Confederation.  At least, he acts as though the word of Nils Downitall is law here.

“Have you any means to verify the truth or falsehood of statements?”

The station master smiled as he busied himself doing some unobtrusive things to a document on his desk.  “I have, Doctor Do.  I have applied a non equine magical truth test to this document.  It contains the accusations against you.

“Your replies will appear as shades of color according to the truth of your answers.”

He turned to Morail and offered, “You appear to be a Zebra and might have to answer to the Confederation courts of law for some of the accusations in this case.”

Morail shook her head negatively.  “Appearances are deceiving.  I am a Diamond Dog.” She held out her spell locked ID for the Station Master to examine. “I will be happy to explain my part in the recent action against Ondar Ottarhoof.  That way, it will be a part of your truth tested documentation.”

He returned her ID and observed, “I will want your information as a part of this investigation.  It sounds like it will be of interest.”

By the time that Meridian's questions were done, the document of accusations was showing the yellows and oranges of evasions or half truths and the brilliant red of outright lies.

The answers of Daring Do, Withers and Morail showed the clear green of truth.  A few of the questions about the origin and reasons for the expedition showed the yellow green of incomplete but true answers.

After Meridian closed his official questioning, he asked, “Doctor Do, are you aware that the followers of Discord are no more monolithic than, say, followers of Celestia or Luna?  There are many sects of us.  True Discordians of all sects respect life, just as Discord him/her self does.

“We are not so arrogant as to think that we understand the subtleties of his/her Chaos.  What we do is observe his/her Chaos and record both its nature and its results. To us, it appears that his/her Chaos is a major driving force for beings of wisdom to develop both in mind and civilization.”

Morail asked him, “What of those Discordians who think that they have found where Eris is creating her Chaos and rush in, often violently, to 'help her spread Chaos'.  What of those who killed my friends in the Blum Fauntin farm, over in the Zebra Confederation?”

Meridian leaned back and steepled his split hooves.  “Those are actually two questions. First, those who rush in to 'help' Discord, whether violent or not, are not ones that we count as True Discordians.  They are so arrogant that they believe that they can grasp and assist the plans of a being more than three thousand years of age, with experience, cleverness and subtlety to match.

“Second, the Blum Fauntin attack, in spite of appearances, was not done by any sort of Discordians.  We used to buy a good deal of our supplies from across the mountains, especially from the Blum Fauntins.  The killers used automatic weapons, a thing that is anathema to all Discordians. Since the farm was hoofed over to Downitall cronies, I personally suspect the Downitall Party of those murders.”

He shrugged.  “I have no real proof of that, however.  I wish that I did.  Whoever it was blackened the name of all Discordians and that of Eris/Discord itself.”

Daring Do offered, “Meridian, sir, I have spoken with Eris herself and to her trusted assistant, Cyrene.  Cye feels as you do, about the Blum Fauntin attack.  I do think that she would not mind your sort of worship.”

Meridian smiled and said, “You were blessed indeed.  You may go on your way unhindered by the Eland Republic and, according to the documents sent to me, with the blessing of Amber, Supreme Matriarch of the Diamond Dog Council of Enclaves.

“May such Chaos as you encounter further your goals.”

As they drove away, Morail pointed to a lesser used road.  “Let's go up there, Doctor Do. That way will take us to the northern most entrance to the Spinel Drift.  I will feel far safer, once we are underground.”

They only got a few kilometers up the road.  Daring Do stopped the truck.  They could hear rifle and light artillery fire up ahead.  

Saying only, “Those are my friends that are being attacked,” Morail got out of the cab and went around to the back of the truck.  The vehicle rocked some as she climbed up into the bed.  Daring Do and Withers nodded to each other and began loading and checking their pistols and rifles.

When Morail tapped on the truck's roof to let them know that the MT84 was ready, they began to advance cautiously up the road.  Rounding a bend, they found the way blocked by a Zebra Confederation military half track truck.

Chapter 11  The Battle At Spinel Drift

Daring Do quietly set up a Magic Net call.  Meridian's face appeared in the Mirror.  “What is it, Doctor Do?  I hear what appears to be a military action in the background.”

She nodded.  “It is, here, take a look.”  She held up the mirror so that Meridian could see the half track that was blocking the road.  “As you can see and hear, the Zebra Confederation has illegally entered Eland Republic territory and are attacking the northern entrance to the Diamond Dog's Spinel Drift.  It appears to be a small number of attackers.  

“We are requesting permission to assist the Spinel Drift.”

She could see the conflict in Meridian's face.  “We understand your distaste for the use of automatic weapons, Sir.  Still, the Zebras are using them and, as you know already, we possess an MT 84.”

Heavily, he nodded.  “This is not Discord's Chaos.  If you feel it necessary, you have permission to enter the fray.”

“Thank you, Sir.  We appreciate how heavy a decision that was.”  She closed the mirror and nodded to Withers.

“This is your area of expertise, Withers.  As of now, you are in charge.”

Withers nodded and directed, “First back up until we can't be seen by anypony in the half track. We need to scout their position before we enter the fight.  I hear at least two guns that appear to be old MT 81s.  Obsolete does not mean harmless!”

While Withers was talking, Daring Do was backing their truck down the road and around the bend, out of sight from the battle ahead of them.

As soon as they were safe, Withers got out, taking his rifle with him.  He told Morail, “I need you to stay here with the MT 84 to protect the truck and Doctor Do.  I am going to scout the location of enemy.  I will be back soon.”

Morail nodded her understanding. Withers quietly went into the roadside brush and seemed to vanish. Watching his professional skill, Daring Do smiled tightly and wished him well.

After a wait that seemed interminable but was really only about ten minutes, Withers came back.  Gathering the others to him, Withers took paper and and began to sketch out the Zebra position.

“They have three MT 81s.  Two are on these high points, to fire down on the Enclave entrance.  The last one is down here.  We need to remove or get around the half track to be able to take it out.”

Daring Do asked, “How well guarded is the half track?”

Withers replied, “I saw only the driver.  The Zebra leader does not appear to be too well trained. He has all of his forces committed to the attack, except for the half track driver.  While I was scouting, his attention was entirely on the action around the entrance.”

Morail pointed to the roadside where the half track was parked and inquired, “From my visits to the Spinel Drift when I was younger, I seem to remember that this is a longish slope.  Am I right?”

“It is.  What do you have in mind?”

“I will want you and Doctor Do to cover me while I sneak up and plant a pair of remote detonation charges on the half track.  Don't shoot unless he spots me.

“Then we will come around the bend.  I will open fire on those two high point MT 81s.  We should be able to knock out both of the high positions, since we are taking them from behind.  Their own half track will shield us from the lower one.”

Morail grinned savagely.  “Until I blow those charges.  They should flip it onto that slope without much damage to the road.  We should be able to mop up the other gun without too much trouble.”

Withers nodded acceptance.  “I will take those rocks up to the right.  When you two start your move, I will pepper the lower MT 81 to keep them from turning its mount to shoot at you.”

Tense, Daring Do took the wheel of the truck.  Morail got two of her explosive blocks and set the detonators into them.  She crawled away up the road and around the bend.

It was not much later that she returned the same way.  Climbing into the truck bed, behind the MT 84, she rapped the top of the cab to let Daring Do know that she was ready.  Withers ghosted off through the brush and climbed into position behind the granite boulders.

With his high sign, Daring Do charged the truck around the bend!  She felt recoil make the truck shudder as she heard Morail's three round bursts from the MT 84!  A shell from the Zebra Confederation's MT 81 nest on the left exploded in the road!

The driver of the half track had his rifle out and started to shoot at their truck's windshield!  Twin fireballs eruped under his vehicle!  The blast lifted him from his feet and hurled him aside as his machine lifted up and slammed back down, teetering at the edge of the rocky slope!

Hoping that Morail would have the sense to hang on tight, Daring Do, aimed their truck at the damaged half track!  The impact jolted them to a brief stop!  The flaming wreck tumbled down, bouncing as it rolled, scattering burning debris.

Steering as best she could while peering through the spiderweb of cracks in her windshield, Daring Do sent their truck careening down the road into the Zebra position!

She was reassured by the recoil shocks and muzzle blasts coming over the cab top.  Morail was still busy back there!

There fell a sudden silence! Daring Do hit the brakes, preparing to leap out to Morail's assistance when she made out the frantically waiving white flags from the Zebra positions!

The solid gates of the Spinel Drift yawned wide to release a small horde of Diamond Dogs carrying arms!  One group detached themselves from the rest and charged up the road toward the truck!

Daring Do was too shaken to clearly follow Morail's rapid barking of Diamond Dog as she explained the situation.

Chapter 12  The Spinel Drift

Morail leaped down from the back of the truck and embraced one of the armed and armored Diamond Dogs!  Daring Do could easily follow her barking now.

“Matriarch Moonstone!  It is so good to see you!  Did you get Amber's dispatches about this expedition?”

The Matriarch replied, “I did.  Besides this little war problem, we have some real trouble in Shaft 73.  We were following a pegmatite seam that was loaded with first rate emeralds.  It has either petered out or we somehow lost it.

“Could you find the time to take a look?  Your skill at following gem drifts is legendary.”

Morail nodded in full understanding of what was important.  To Diamond Dogs. She turned to Daring Do and requested, “Can we spare the time to look over this problem for the Matriarch?  It will give us a lot of good will with the Drift.”

Daring Do smiled.  “I do understand that the Drift has priorities that are different from us on the surface.  If it won't hold us up for more than a few days, I can't see how it will be a problem.”

The Matriarch's relief was obvious.  Her response was generous.  “We will see to the repair of your truck, Doctor Do.  We will replace your ammunition and restore your supplies of explosives and detonators too.  Anything else that you need to further your expedition's aims, just let us know.  If we can do it, we will.”

In spite of the many places that Daring Do had been to, seeing the inside of a Diamond Dog Drift was a new experience for her.  It was obvious that Morail was right at home.  She was utterly relaxed and barking jokes and light banter with the others around her.

They had hitched Diamond Dogs to pull the truck into the drift.  Matriarch Moonstone explained, “Engines like yours can be really noisy inside our tunnels.  We will see to it that your truck gets to the proper exit as soon as it is repaired.  

“It would be a good idea to get out any personal things that you will need for the next few days. We can easily provide you with food appropriate to zebra and antelope kinds.  We do quite a lot of trade with the surface and often entertain trade delegations.”

Daring Do and Withers promptly gathered packs with notes, note taking supplies and clothes. Daring Do had no expectation of needing it but packed along her beloved Spiderly revolver and a box of ammunition.  She was mildly surprised to see Matriarch Moonstone nodding with approval.

Morail and the Diamond Dogs were leading the way, deeper into the Spinel Drift.  Daring Do was half expecting a place of darkness or torch lighted gloom.  It was nothing of the sort.

Clear light shone like the daylight above them, illuminating the whole underground complex.  The source was panes like large magic net mirrors.  Looking into one showed blue sky and some clouds drifting by.  

Fascinated, Daring Do asked Matriarch Moonstone, “Is that really the sky overhead that you are transmitting down here for light?”

She nodded agreeably, “Yes. As soon as we found out about the magic net sending images, we adapted it to lighting.  We use it for a lot besides communications. I am sure that Supreme Matriarch Amber would appreciate your not mentioning this in your book on this expedition.”

Daring Do thought that over for only a moment.  “I shall run the manuscripts past her to be sure that they remain both accurate and preserve anything that you wish kept secret.”

Matriarch Moonstone paused in deep thought for a bit and offered, “If you wish, you may accompany our party to Shaft 73 and watch Morail at her real work.  Depending on how that idiotic business with the Oathbreaker Downitall plays out, some of what you see may have to be kept secret.  That will be Supreme Matriarch Amber's call and since you have already agreed to her approval of the manuscript, I can see no reason to keep you from it.”

The party set out deeper into the drift.  Everywhere that she looked, Daring Do saw walls and pillars that had been exquisitely finished, the stone's natural colors and forms lovingly enhanced.  No compromise with strength had been tolerated.  Besides the unexpected light, she was surprised at how quiet so many Diamond Dogs could be.

Soon they passed out of the residential and industrial areas and into tunnels that were rough hewn from the native stone.  There was none of the careful decoration of the other areas.  Rails laid along the floor allowed carts full of stone to be removed or empty carts to return to the various work faces of the extensive mine.

Matriarch Moonstone stopped, gesturing at an area of shaft wall that had a deep cut into its side. “See, Morail?  The whole fine seam of pegmatite just seems to peter out.”

Morail held out a hoof for a mirror that was shining a good beam of light.  She put her head into the cut and shined the light around some.  She backtracked up the tunnel to where the seam appeared to start out over a meter thick. She wriggled into the starting area of the whitish pegmatite.  Using a small one hoofed pick, she dug into the several faces of the stone around her.

Backing out, she put a fairly large broken emerald into the Matriarch's hooves.  All smiles, she announced, “No use following the seam further down shaft from where it ended.  However, if you dig DOWN along this fault,” she pointed with an educated hoof, “you should encounter the other half of the seam where it was split by the fault.  I would guess, about two to three meters should do it.  You will be following it back that way.”

She paused and looked around at the collection of diamond dogs before asking, “Would you like me to help with setting charges?”

#DARING DO AND THE COMPASS OF DISCORD #MLP Fan Fiction #Work In Progress #Written by De Writer

[badly-drawn-piplup]

Happiness Overload Chapter Thirteen

″Oh, come on! Even if that were true, me? Dying? I think I'd have enough sense to wear a bulletproof vest!″ I dismissed, reacting to the story Blanc just got done telling me. According to them, they read it in a place called the ″Hall of Memories.″ Probably just a weed induced hallucination.

″I don't know. It's just what I read! I think we dodged a bullet staying there, either way!″ Blanc defended, and possibly made a pun, though the irony seemed lost on them.

″Har-Har.″

″No, I'm serious! I'm sure that thing Conrad was working on would have been bad juju! That's why I dropped a can of orange soda over it the other day! He was so pissed, muttering how it would take him another week just to fix it.″

Mmm. I remembered that. Conrad was pissed. Wouldn't even look Blanc in the eye for a whole day. Then again, it wasn't all that unusual for Conrad to avoid eye contact with anyone.

″You don't know that for sure, you just read it in a book! For all you know it could have helped us!″

″...Shit. You think so? Well, either way, Conrad's fine on his own and we're already up in the air. No use going back now, right?″

I sighed. ″Yeah, I really am glad to leave that place. All I was doing was rotting away.″

As we flew through the skies, I checked on the radar to see where we were going. I hadn't picked a specific direction, but as soon as we left the pyramids, I just let it go on autopilot. Apparently we were headed back to the U.S. Couldn't say that I missed it there, but I probably had some gear stashed away in one of the major cities. As long as my ship remained undetected, it was smooth sailing.

″It's too bad the Beiges are probably still going to die,″ Blanc whined.

″You can't save everyone, kiddo,″ I reminded them.

″Why not?″

″This ain't a Marvel movie.″

″Well I'm not a big fan of DC...″

″Y'know what they say about the truth and its relative strangeness in relation to fiction.″

Blanc looked confused. I decided to lighten the mood.

″So, do you know what happened to the other you?″

Blanc shrugged. ″I don't know? Probably dead. I didn't read that far.″

I shrugged as well. ″Good. I don't know why anyone would want to read a story about us, anyway. Besides, this is the only timeline that matters.″ That's when I got to thinking. Either out of humor for what Blanc was talking about or the chance that I actually believed it to be true.

″When you were there all those days, did you ever read my memories?″

″Uh...no?″ Blanc looked away while replying.

″I know you're lying, but I really don't care. I have nothing to hide. Who am I? An open book, that's who. I'm a diary with mundane entries. That's all.″

″Uh-huh...″ Blanc muttered.

″Dear diary, today I ate a chip and took a bullet because I thought it would make me look cool. Turns out those things hurt,″ I mused.

″Okay, I get it.″

″Dear diary, today the a/c wasn't working and I decided to lay on the floor as if I would have done anything different any other day.″

″LOOK, I READ A FEW THINGS FROM YOUR PERSPECTIVE, BUT I STILL KNOW VERY LITTLE ABOUT YOU! YOU HAPPY?″ Blanc screamed. I was taken aback.

I stood up and pat Blanc on the back.

″Now, now, not everyone can be as cool as me. In fact, neither can I, from the way you described me in that story of yours.″

Blanc started to tear up. ″Sorry I yelled. I don't like to raise my voice.″

″Yeah, neither do I, but sometimes you gotta. Y'know? You just gotta.″

I thought I had said something confident for once. Maybe a sliver of a smile slithered on, even for just a second. While I was lost in thought and my brief moment of confidence, Blanc walked off and sat down on one of the bunk beds, swinging their legs back and forth.

″So,″ they mused. ″What's the plan?″

″Well, glad you asked!″ I announced, despite the fact that I wasn't glad and I was terrified because I had no actual plan. The short pause was probably awkward enough to feel ten times longer than it really was. If Blanc wasn't about to ask ″well...?″ then they were just being polite, and in that case, kudos.

I crossed my arms. ″Honestly, I'd like to know if there was any truth to all those things Conrad would talk about. If The Flashbulb is some huge organization that controls all the world's government, or something like that, then they're responsible for the reason I'm on the run today.″

″So you want to make them pay? Take them down, give them a healthy dose of revenge?″ Blanc asked.

″Maybe. I'd be a bloody fool if I thought that'd rid me of my problems, though. No, even if I can't do much, I want to find out what I can about them. See firsthand what they have and what they're capable of.″

″Are you suggesting...?″

″Yes. I want to reach their headquarters.″

Blanc smiled. ″Sounds good to me! I'm also curious about some things. Whatever happens, I'm here with ya, whether we live or die.″

″That's reassuring. I can use you as a human shield if the going gets rough.″

Blanc gave a weak laugh. ″It's so good to know you have an idea. You didn't seem so sure just a bit ago.″

I didn't have the heart to say I still wasn't sure and the plan I announced just seemed like the best course of action without a whole lot of thought. ″I had to think it over, but now that it's settled, that's what we're gonna do.″

There was just one problem. We stared at each other. We both knew what that problem was.

″How do we get there?″ We both said at once.

″Well, maybe my other me will send me the coordinates and...″ they paused. ″...No, that wouldn't work. I'm pretty sure they couldn't really do that,″ Blanc concluded while shaking their head. ″It's the thought that counts, right?″

I smiled, even if what I was going to say next was anything but cheery. ″Yeah, it is. In retrospect, it was a lost cause. As I said, I've got no clue what I'm doing.″

I plopped myself by Blanc and let out a deep sigh.

″Well, my idea was to reach their base, foil their operations, and get revenge. Those kind of plots don't really work out most of the time, though, do they? Life isn't Lethal Weapon. Acts of vengeance are just begging to go wrong.″

Blanc said nothing, only nodding.

″Whatever we do, will any of it matter?″

I couldn't understand why I was the one feeling so childish when Blanc was younger than me and so much more naive about the world.

″Maybe. Maybe not,″ Blanc grinned and shrugged.

I elbowed them.

″How can you keep that attitude at a time like this?″

Blanc looked up, index finger on their chin, shallow or deep in contemplation.

″Whether or not what I read was true, in an alternate universe, maybe you died, but maybe that you helped this you live. Who's to say whether that was the good universe, bad one, or ugly one? The trouble with concepts like time travel and multiverse theory or anything else of the sort is that there is no good or bad version. Maybe a different version of yourself had a better life and you worked in an office or a factory or something. Does that mean the world is a better place because of it? Or a worse place? The universe we have, right here and now, that's the one we're living in.″

I blinked. Blanc exhaled. ″That was a mouthful!″ They exclaimed.

″So what was the point of all that?″ I groaned.

″What's the point of any of this?″

I elbowed them again.

″Seriously. What should I do? I don't want to keep running away or hiding, but can I do anything? Should I do anything?″

″Which would make you happier?″

Without even thinking, I answered.

″Let's find those Fleshlight fuckers!″

″Um, I think you mean Flashbulb?″

I chuckled. ″Perhaps, but it sounded better in my head.″

The ship drifted through the air, moving forward, but no set destination. The two of us laid back on the bunk.

″Do you think in another universe, I have a wife and the two of us dismantle evil organizations?″ I asked with a hint of laughter.

″I don't know. Think in another universe I'm not a clone and I have a better grasp of my identity?″

We both laughed. ″If there's so many versions of us, we may as well all be clones.″

Just as I started to relax, a sputtering sound could be heard from below.

″The fuck?″ I shot up, bonking my head on the metal frame. I got up, rubbed my head, and looked down below.

″What's wrong?″ Blanc sat up, concerned. ″Is someone shooting at us?″

I shook my head. ″No...we're low on fuel. We won't be going anywhere until I can get more.″

″So what's going to happen? Are we going to crash? Is this the end of our journey?″

″Don't be so dramatic! This is an advanced aircraft! It's just going to descend wherever we are. We just won't be able to move again for quite some time.″

Upon landing, I pressed the button to open the door and let the ramp down. Blanc and I made our way out and stretched our arms and legs, blinded by the light from the sky that we were previously a part of. The air was arid, a crisp heat making its way through me. For a moment I wondered if I was in a Mad Max film.

″Great. Leave one desert and yet here we are in another one,″ I complained.

″Any idea where we're at?″ Blanc looked around, wondering. The only obvious answer was somewhere dry.

″Hold on,″ I told them, then ran back into my ship.

″Holy shit!″ I yelled. ″Yes!″

I ran back out, excitement overwhelming me.

″Well?″

″My ship says we've landed in southern Nevada.″

″Oh, huh. Back in the states, then?″

Blanc didn't seem as excited as I was. They missed the point.

″Say, wanna hitch a ride?″

Their eyes widened. ″What? Really?″

Yeah, I mean, sure? Why not? I think we're pretty close to the highway.″

Turns out we weren't very close at all. We hunched over as we walked, dragging our feet against the soft dirt. The sun served to mock us and our weary heads. Our mouths, begging us to take in some liquids, despite our brains knowing that we had none. It must have been hours before we even saw a road, the fact that we had no sense of direction not helping our case. When we reached the side of the road, Blanc fell over. On the other hand, I was ecstatic.

″Ready to visit Area 51?″ I egged.

″What? Isn't that place heavily guarded? Don't they shoot anyone on sight?″ Blanc wheezed, having trouble even forming words.

″Relax. If anyone who knows me sees us, they'll shoot me on sight long before we get there!″

I stuck my thumb out in front of me, ready for whoever may pick us up.

″Euphoria!″ I called down from the balcony.

Some crew members looked up, murmured amongst themselves, then walked away. I didn't care if they reported me. If I could find Euphoria in all this mess, it would have been worth it.

″The hell are you doing?″ Conrad snapped. I ignored him.

″Euphoria! Euphoria!″ I cupped my hands, and called out.

″You can't just wander around wherever you please causing trouble! There are certain places you can and cannot go, even if people were to believe you were a member!″

″Euphoria!″ That Blanc called out, as if yelling an emotion meant anything. We were standing on a bridge over one of many lobbies in this facility.

″The hell are you doing?″ I snapped.

Blanc ignored me, which only served to further incense me. An utter disregard for the order of things. Not even that. An utter disregard for their own safety. Instead of heeding my words, they continued yelling out that word, as if it served some kind of meaning.

Oh, but don't you know? Ecstasy teased. She knew something I didn't. I hated that.

″You can't just wander around wherever you please causing trouble! There are certain places you can and cannot go, even if people were to believe you were a member!″ I scolded. For a moment, Blanc stopped, and looked at me.

″I thought it would be worth a shot, y'know? Etna called Euphoria 'Euphemism' and even if that name was a lie, I thought The Flashbulb would know something about her.″

I still didn't have a clue what Blanc was talking about.

Oh, but I do. Don't you remember watching those camera feeds when Velvet hacked in? That image of that girl next to Blanc?

I must not have remembered very well. If it was an important detail, it would be a great reason to hate myself for overlooking it.

″Look,″ I leveled. ″Information between other departments are kept secret from each other. The average Flashbulb member isn't going to know what you're talking about, even if Etna does.″

Blanc snapped their fingers, and also seemed to snap back to their senses. ″You're right! I forgot all about that! I need to find the department she works for!″

I groaned.

Why are we doing this? I thought.

Don't you love the idea of playing with your food?

I'm not like you. I let you in to stay alive a little longer, nothing more.

″If you want to find the Morale Department, follow me,″ I pointed behind me.

″Thanks! Gee, you're really on my side after all!″

I shook my head. ″This is more for my benefit than yours.″ As familiar as this place was, it was becoming my hell.

Luck was finally on our side when a green Volkswagen pulled over and stopped just a few feet ahead of us. I lifted my head up, waiting for someone to poke their head out of the car, ask us where we're headed. Or rather, for a gun to poke out, pointing toward us and shooting us both. Either scenario seemed plausible, but both optimism and dread were drowned out by Velvet jumping for joy just behind me.

″Look at that! How convenient!″ She cheered. It almost reminded me of a certain someone, or something. I shook my head. ″Right when things get to a standstill, life has a way of moving us forward. Fancy that, huh?″ She continued.

She walked up to the car and peered inside. I half-expected some kind of blast to occur, my mind recalling what I read about our alternate selves. Instead Velvet mumbled something and turned back to me.

″Got some bad news for ya, kid,″ she announced.

I gulped.

″I call shotgun.″

Whether she could read my thoughts or not, for a second there I thought I saw a sly smile creep on her face. I was ready to bang my head against the soft dirt.

″Yeah, this dude's offering to give us a ride, but you're going to have to sit in the back,″ she continued.

Lamest plot twist ever, I wanted to say, but then I knew she would accuse me of stealing her line.

Despite whatever dangers may lurk in a stranger's car, I opened the door to the back seat and hopped in.

″So you into cryptids, too?″ The inhabitant of the driver's seat boomed. They turned around, a muscled and chubby figure with brown, curly hair and a ponytail.

″Uh...″ I wasn't sure how to answer.

″Y'know, cryptozoology?″

I was aware of the term. I've seen a few episodes of Unsolved Mysteries when I was a kid. I've been on the stranger parts of YouTube before. Still wasn't sure what that had to do with me, though.

″Oh, c'mon! Bigfoot? Mothman? Flying Spaghetti Monster? Purple People Eater?″

″I mean, I might have seen a ghost once? I've sure had some fucked up dreams,″ I admitted.

″Oh yeah! That's what I'm talking about! A true believer!″

Actually, when I thought about it, I doubt I've ever seen a ghost. Closest I may have come was when I encountered the previous me.

I fidgeted a bit with my fingers, digging my nails into the back of each hand. Our driver seemed friendly enough, but it was putting me off guard.

″Your friend tells me you two are headed to Groom Lake to do some sightseeing! Just so happens that's where I'm headed too! I wanna take as many pictures as I can!″ Our host beamed.

″That's right,″ Velvet replied. ″I've always told Blanche how this has been a dream of mine! I'd say 'before I die, I want to break into Area 51'. Well now I can!″

Blanche? Is that what she was calling me? Why was it so bad to say my name? Not that I minded all that much. It had a nice ring to it.

″You aren't really going to break in, though, are you?″

″No, not at all! That would be illegal! Illegal things aren't good!″ Velvet backpedaled, doing a bit of damage control.

″Amen! It's not like our government has anything to hide! They've already made our lives better in just the past year alone. It's just a tourist attraction, a way to entertain us!″

Velvet gave me a glance, as if to say, ″things have really changed since we've been holed up in Egypt, haven't they?″

All I could do was nod. I didn't know if my nod said anything other than ″I agree.″

″Well, my name's Art! I like to travel coast to coast in search of cryptids! I'm addicted! I could eat that shit up all day!″

″I'm Satin,″ Velvet introduced herself. What wasn't surprising was that she would use a fake name, but that she would use a name that didn't begin with the letter 'V'. ″And as you may have heard, that's Blanche.″

″Uh, hi,″ I waved.

″Don't mind Blanche. They're just a li'l shy,″ Velvet explained.

″No problem! Been there, done that! Now buckle up, this is going to be a long ride!″

My heart and my mind were still giving off warning signs. It didn't feel like me to be this way, but for one reason or another I was more comfortable with the Beiges than I was in a car with another human.

″So why do you think's in Area 51?″ Velvet asked.

″Oh, probably nothing. But it gets people interested. Like a forbidden fruit. Our government wants us to be happy, and I think a place like this serves its purpose. What about you?″

″Same,″ Velvet shrugged. ″But do you really believe that? Sounds more like a distraction than anything. I bet they really ARE hiding something. If not in there, then somewhere else.″

What are you doing? Are you trying to see just what you can get away with?

Art chuckled. ″I used to think the same thing, believe it or not! But over the years things have really gotten better. Ever since the ETNAvators, though, I no longer have my doubts! Even if they were doing something awful, it's like, who cares? Everyone's living a wonderful life! I must have teleported with it over a thousand times and each time I feel just a little bit better! I don't even know why I drive anymore! It may just be because I like the feeling of seeing where I'm traveling, y'know?″

I nodded. My past self only boarded it once, at least as far as I knew, but I already knew about the effects. Art must have been a very degraded clone.

″I gotta say, they could make me a slave for all I care and I'd still be in total bliss!″

I shuddered. Velvet was still leaning over, giving off that eerie grin, probably seeing just how much she could rock the boat.

″ETNA—what?″

″Where we're from, they're just called elevators,″ I explained, trying to ease any suspicion.

″Named after the ETNA Corporation, y'know? One of the biggest corporations in the world? Wow. I never thought I'd be explaining this to someone.″

″Yeah, seriously. Everyone knows that! I don't even know why I asked,″ Velvet brushed aside.

″You're silly, Satin,″ Art followed suit, not seeming to mind.

I sighed. I guess we didn't have anything to worry about after all.

″Though it does make you wonder, huh? The CEO's never had a public appearance. Could just be that she's shy or too busy, but makes you wonder if she even exists.″

″I've seen her! She tried to kill me!″ I blurted out. Art slammed on the brakes, screeching the car to a halt and lunging me forward. He turned around and stared at me.

″You two aren't normal people, are you?″ He asked, his eyes suggesting a suspicion I was hoping to avoid.

I hummed a tune, none in particular.

″Ecstasy says what you're humming makes her want to fuck.″

Conrad was walking in front, guiding me to the Morale Department.

″She wanted me to relay that message to you,″ he added.

″She's disgusting!″ I laughed, then went back to humming.

″Ugh! Could you just stop? There's so much going on in my head right now! Even if I thought well of you, I'd still be pissed off!″

″Sounds like a personal problem,″ I replied with a shrug.

″Are you doing this just to antagonize me?″

″We're friends, aren't we? That's what we do. We annoy each other!″

″We were never...″ he grumbled.

″Maybe so, but we're not antagonists. Whether you realize it or not, we have the same goal.″

That struck me. I finally realized what Blanc was setting out to do.

Without a second thought, I burst into laughter.

″You shouldn't have said anything! But you just couldn't keep your mouth shut, could you? You really are the biggest idiot!″ A voice erupted from my mouth. ″Do you really think you'll accomplish any of that and live?″ Now that I knew, I couldn't stop myself. Or, I couldn't stop what was happening.

Black masses were forming out from my back, and a single word repeated at a mile a minute: kill.

″Now is the end for you, kid!″

Just as the shadows were about to shoot forth, pierce through and tear every piece of their skin, Blanc opened their mouth, not seeming to be fazed in the slightest.

″Oh look, we're here,″ I pointed out. We almost walked past it. While Conrad was having his monologue fit, probably under the influence of Ecstasy, I happened to notice the plaque on the door.

Conrad let out a deep sigh.

″Thanks for navigating me here! I couldn't have done it without you!″ I put my hand on the door, about to push it open.

″What? You can't just waltz right in! Do you really think they'll let you get away with that?″

″Oh, you! Went from wanting to kill me to worrying about my safety. You're in conflict with yourself. That's not healthy.″

I pushed open the door. I was met with a blue fluorescent lighting and the smell of a fresh paint. It was both fresh, nostalgic, and suffocating. Truly, a laboratory. Off in the distance was a tall lady in a lab coat, someone I was all too familiar with. Only instead of the long, silver hair, she had none.

″Hey there, Etna!″ I called out, waving my hand in frantic motions.

Rather than greet me with a hello back, she pulled out a pistol.

″I saw you on the cameras coming in. You're not someone I recognize. Who are you? What are you doing here?″

″I'm Dr. David Blaine of the Waste Management Department! I was just here to, uh, compare notes?″ I was struggling to find the words. Confronted with a gun wasn't such a confidence boost.

″I've checked the registry. There is no such person.″ She fired, the shot piercing through the air. I counted my lucky stars that it had missed. I ducked underneath a desk.

″No, Etna! Bad Etna!″ I yelled.

″I do not appreciate being patronized like this! You are trespassing! I have every right to shoot!″

Damn. She's right, but that doesn't mean I want to die here.

″Let's just talk this out! I'm here to save you!″

″Save me?″ She shot again. She wasn't sparing a single bullet. If she could hit me, she would.

Before I could answer her, which I wasn't even sure if she wanted me to, I heard the yelp from behind me. I turned around to see Conrad, against the wall, shot.

″The hell? You shot Conrad!″ I got up, pointed to the lifeless figure that had gotten me so far. ″All I wanted to do was tell you that Dr. Laharl and Dr. Vyers have plans to kill you and use your consciousness to make you an artificial intelligence!″

She lowered her weapon. ″...What?″

″I can't quite explain it, but I'm from the future! I know what happens to you!″

I heard a faint cough from Conrad. I didn't realize that he would still be alive, but I guess it would have taken more than one bullet to do him in.

She didn't look as angry as she did. In fact, she cracked a smile.

″I see. So that's what you were getting at,″ she observed. Hair appeared back on her head. The same long, silver hair. ″You thought this was the past, wasn't it? That once you got here, you could make things right? Be a hero? Save me?″ Her words, while fluttering with cheer, sounded so hollow.

I didn't have a response. I couldn't even grasp what was going on.

″You think we weren't aware of the Hall of Memories? That because you saw my memories, you could make things better, turn everything around? How noble of you.″

From behind me I heard laughter. First faint, then a storm. It wasn't Conrad's voice, but Ecstasy's. If the blood from Conrad's mouth didn't give it away, the tone of voice did.

″Here's the thing: it is all too easy to make false memories. Especially if you're a program, like me.″

″So you knew who I was the whole time?″ I mustered up my voice, enough to ask the question.

″From the very start, I led you here so I could see the look of despair on your face. To give you the idea that you could actually make a difference.″

″So all this...?″

″Just as it's always been,″ she soothed.

I was almost ready to accept death, but then, I wouldn't yet be happy.

I was so dead. We were so dead.

″Oh, don't pay Blanche any mind!″ Velvet joked, keeping her cool much more than I could.

Art didn't look convinced. He wouldn't let go of the gaze he held on me.

″Yeah!″ I managed to say. ″I think it was some dream I had, actually. Sometimes it's hard to tell those things from reality!″

His eyes lit up.

″You don't say...do you think maybe you're, like, psychic?″

I laughed at the notion.

Well, I have seen people's thoughts, in a sense, but it wasn't an innate ability of mine or anything, I thought of saying. Instead, I said: ″Who knows?″

″Still, in your dream, she tried to kill you? Why?″

Because I shouldn't exist. ″Because I stumbled into her lair.″

″Well, interesting dream, nonetheless. What about you, Satin? Anything interesting about you?″

″You know the group 'Majestic'?″ She asked.

He gasped. ″You mean the group of scientists that were tasked with recovering alien spacecrafts?″

″Yeah, well, I've nothing to do with that.″

″Oh. That's a bummer. So you guys are just normal tourists after all?″

″Whoa, dude! Don't get me wrong! We're not evil or anything, but we're not normal, either! In fact, we're 'supernormal'!″

″Don't you mean paranormal?″ I corrected Velvet.

″Shut up, Blanche, or I'll feed you to a jackalope!″

Art kept turning his head back and forth.

″Okay, look, if you guys are making fun of me, I swear, I will kick you guys out of my car and you'll have to walk!″

After a moment of silence, Velvet spoke up.

″Sorry if it came across that way, Artie. We're serious, though. In fact, we're 'paraserious'!″

″Okay! That was actually pretty funny!″ Art burst out laughing. He started the car back up and we were back on the open road. I pressed my head against the window, fogging it up, and wishing I could have been as suave as Velvet was. Someone who could have gotten out of situations with words alone. Art continued talking on and on about the various cryptids he loved reading about. Velvet was passed out in her seat. Truth be told, I may have been starting to warm up to Art. He may have been a little obsessed, but otherwise harmless.

″Say, I think I might know a cryptid you don't know of,″ I opened up with, hoping to entertain him.

″Oh? Try me.″

″Let's say there's this creature out in space that has landed on Earth. We don't know how, but it has. It can take the form of anything, anything at all, and it has the ability to bend reality. Alter whatever whatever happens to be in its vicinity until it crumbles in a self-destructive bliss. Then it moves on, whether or not aware of what it's done. Across the universe, civilizations have feared it, others have built cults around it.″

″Dude. Already know that one,″ he dismissed.

″What?!″

″Yeah, Xenu.″

I hung my head. I was trying to be as vague as possible about my personal issues, but I guess that might have been a little too vague.

″Well, maybe it goes by other names, too?″ I suggested.

Art shrugged.

″Sure, but I'm not really interested. The cult that worships Xenu is one of those subjects I just don't touch.″

I groaned and pressed my cheek once more against the car window. It was futile. I was the only one who knew of Euphoria's existence. Others may have seen her, and there was the Beige, at least until Conrad killed them all, if he still planned on doing that, but I was the only one who really got to know her. But then again, did I ever really know her at all?

As I contemplated the being I named Euphy, Velvet woke up and stretched out of her seat.

″We there yet?″ She yawned.

″Nah. Still got another few hours to go,″ Art replied.

″Great. Just great,″ she complained, then turned to me. ″Say, Blanche, wanna talk about some of the dreams we've had? It'll help pass the time.″

″Sure,″ I shrugged. I was bored as it was, and Art was probably tired of hearing the sound of his own voice.

So we began, telling stories to each other along the Nevada desert highway.

#happiness overload #road trips #cryptids #etna #writing #stories #epwrites #fiction #a lot of talking in this one #but still really like how it turned out

[wickedbananas]

Should SEOs Care About Internal Links? - Whiteboard Friday

Posted by randfish

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat a little bit about internal links and internal link structures. Now, it is not the most exciting thing in the SEO world, but it's something that you have to get right and getting it wrong can actually cause lots of problems.

Attributes of internal links

So let's start by talking about some of the things that are true about internal links. Internal links, when I say that phrase, what I mean is a link that exists on a website, let's say ABC.com here, that is linking to a page on the same website, so over here, linking to another page on ABC.com. We'll do /A and /B. This is actually my shipping routes page. So you can see I'm linking from A to B with the anchor text "shipping routes."

The idea of an internal link is really initially to drive visitors from one place to another, to show them where they need to go to navigate from one spot on your site to another spot. They're different from internal links only in that, in the HTML code, you're pointing to the same fundamental root domain. In the initial early versions of the internet, that didn't matter all that much, but for SEO, it matters quite a bit because external links are treated very differently from internal links. That is not to say, however, that internal links have no power or no ability to change rankings, to change crawling patterns and to change how a search engine views your site. That's what we need to chat about.

1. Anchor text is something that can be considered. The search engines have generally minimized its importance, but it's certainly something that's in there for internal links.

2. The location on the page actually matters quite a bit, just as it does with external links. Internal links, it's almost more so in that navigation and footers specifically have attributes around internal links that can be problematic.

Those are essentially when Google in particular sees manipulation in the internal link structure, specifically things like you've stuffed anchor text into all of the internal links trying to get this shipping routes page ranking by putting a little link down here in the footer of every single page and then pointing over here trying to game and manipulate us, they hate that. In fact, there is an algorithmic penalty for that kind of stuff, and we can see it very directly.

We've actually run tests where we've observed that jamming this type of anchor text-rich links into footers or into navigation and then removing it gets a site indexed, well let's not say indexed, let's say ranking well and then ranking poorly when you do it. Google reverses that penalty pretty quickly too, which is nice. So if you are not ranking well and you're like, "Oh no, Rand, I've been doing a lot of that," maybe take it away. Your rankings might come right back. That's great.

3. The link target matters obviously from one place to another.

4. The importance of the linking page, this is actually a big one with internal links. So it is generally the case that if a page on your website has lots of external links pointing to it, it gains authority and it has more ability to sort of generate a little bit, not nearly as much as external links, but a little bit of ranking power and influence by linking to other pages. So if you have very well-linked two pages on your site, you should make sure to link out from those to pages on your site that a) need it and b) are actually useful for your users. That's another signal we'll talk about.

5. The relevance of the link, so pointing to my shipping routes page from a page about other types of shipping information, totally great. Pointing to it from my dog food page, well, it doesn't make great sense. Unless I'm talking about shipping routes of dog food specifically, it seems like it's lacking some of that context, and search engines can pick up on that as well.

6. The first link on the page. So this matters mostly in terms of the anchor text, just as it does for external links. Basically, if you are linking in a bunch of different places to this page from this one, Google will usually, at least in all of our experiments so far, count the first anchor text only. So if I have six different links to this and the first link says "Click here," "Click here" is the anchor text that Google is going to apply, not "Click here" and "shipping routes" and "shipping." Those subsequent links won't matter as much.

7. Then the type of link matters too. Obviously, I would recommend that you keep it in the HTML link format rather than trying to do something fancy with JavaScript. Even though Google can technically follow those, it looks to us like they're not treated with quite the same authority and ranking influence. Text is slightly, slightly better than images in our testing, although that testing is a few years old at this point. So maybe image links are treated exactly the same. Either way, do make sure you have that. If you're doing image links, by the way, remember that the alt attribute of that image is what becomes the anchor text of that link.

Internal versus external links

A. External links usually give more authority and ranking ability.

That shouldn't be surprising. An external link is like a vote from an independent, hopefully independent, hopefully editorially given website to your website saying, "This is a good place for you to go for this type of information." On your own site, it's like a vote for yourself, so engines don't treat it the same.

B. Anchor text of internal links generally have less influence.

So, as we mentioned, me pointing to my page with the phrase that I want to rank for isn't necessarily a bad thing, but I shouldn't do it in a manipulative way. I shouldn't do it in a way that's going to look spammy or sketchy to visitors, because if visitors stop clicking around my site or engaging with it or they bounce more, I will definitely lose ranking influence much faster than if I simply make those links credible and usable and useful to visitors. Besides, the anchor text of internal links is not as powerful anyway.

C. A lack of internal links can seriously hamper a page's ability to get crawled + ranked.

It is, however, the case that a lack of internal links, like an orphan page that doesn't have many internal or any internal links from the rest of its website, that can really hamper a page's ability to rank. Sometimes it will happen. External links will point to a page. You'll see that page in your analytics or in a report about your links from Moz or Ahrefs or Majestic, and then you go, "Oh my gosh, I'm not linking to that page at all from anywhere else on my site." That's a bad idea. Don't do that. That is definitely problematic.

D. It's still the case, by the way, that, broadly speaking, pages with more links on them will send less link value per link.

So, essentially, you remember the original PageRank formula from Google. It said basically like, "Oh, well, if there are five links, send one-fifth of the PageRank power to each of those, and if there are four links, send one-fourth." Obviously, one-fourth is bigger than one-fifth. So taking away that fifth link could mean that each of the four pages that you've linked to get a little bit more ranking authority and influence in the original PageRank algorithm. Look, PageRank is old, very, very old at this point, but at least the theories behind it are not completely gone. So it is the case that if you have a page with tons and tons of links on it, that tends to send out less authority and influence than a page with few links on it, which is why it can definitely pay to do some spring cleaning on your website and clear out any rubbish pages or rubbish links, ones that visitors don't want, that search engines don't want, that you don't care about. Clearing that up can actually have a positive influence. We've seen that on a number of websites where they've cleaned up their information architecture, whittled down their links to just the stuff that matters the most and the pages that matter the most, and then seen increased rankings across the board from all sorts of signals, positive signals, user engagement signals, link signals, context signals that help the engine them rank better.

E. Internal link flow (aka PR sculpting) is rarely effective, and usually has only mild effects... BUT a little of the right internal linking can go a long way.

Then finally, I do want to point out that what was previous called — you probably have heard of it in the SEO world — PageRank sculpting. This was a practice that I'd say from maybe 2003, 2002 to about 2008, 2009, had this life where there would be panel discussions about PageRank sculpting and all these examples of how to do it and software that would crawl your site and show you the ideal PageRank sculpting system to use and which pages to link to and not.

When PageRank was the dominant algorithm inside of Google's ranking system, yeah, it was the case that PageRank sculpting could have some real effect. These days, that is dramatically reduced. It's not entirely gone because of some of these other principles that we've talked about, just having lots of links on a page for no particularly good reason is generally bad and can have harmful effects and having few carefully chosen ones has good effects. But most of the time, internal linking, optimizing internal linking beyond a certain point is not very valuable, not a great value add.

But a little of what I'm calling the right internal linking, that's what we're going to talk about, can go a long way. For example, if you have those orphan pages or pages that are clearly the next step in a process or that users want and they cannot find them or engines can't find them through the link structure, it's bad. Fixing that can have a positive impact.

Ideal internal link structures

So ideally, in an internal linking structure system, you want something kind of like this. This is a very rough illustration here. But the homepage, which has maybe 100 links on it to internal pages. One hop away from that, you've got your 100 different pages of whatever it is, subcategories or category pages, places that can get folks deeper into your website. Then from there, each of those have maybe a maximum of 100 unique links, and they get you 2 hops away from a homepage, which takes you to 10,000 pages who do the same thing.

I. No page should be more than 3 link "hops" away from another (on most small-->medium sites).

Now, the idea behind this is that basically in one, two, three hops, three links away from the homepage and three links away from any page on the site, I can get to up to a million pages. So when you talk about, "How many clicks do I have to get? How far away is this in terms of link distance from any other page on the site?" a great internal linking structure should be able to get you there in three or fewer link hops. If it's a lot more, you might have an internal linking structure that's really creating sort of these long pathways of forcing you to click before you can ever reach something, and that is not ideal, which is why it can make very good sense to build smart categories and subcategories to help people get in there.

I'll give you the most basic example in the world, a traditional blog. In order to reach any post that was published two years ago, I've got to click Next, Next, Next, Next, Next, Next through all this pagination until I finally get there. Or if I've done a really good job with my categories and my subcategories, I can click on the category of that blog post and I can find it very quickly in a list of the last 50 blog posts in that particular category, great, or by author or by tag, however you're doing your navigation.

II. Pages should contain links that visitors will find relevant and useful.

If no one ever clicks on a link, that is a bad signal for your site, and it is a bad signal for Google as well. I don't just mean no one ever. Very, very few people ever and many of them who do click it click the back button because it wasn't what they wanted. That's also a bad sign.

III. Just as no two pages should be targeting the same keyword or searcher intent, likewise no two links should be using the same anchor text to point to different pages. Canonicalize!

For example, if over here I had a shipping routes link that pointed to this page and then another shipping routes link, same anchor text pointing to a separate page, page C, why am I doing that? Why am I creating competition between my own two pages? Why am I having two things that serve the same function or at least to visitors would appear to serve the same function and search engines too? I should canonicalize those. Canonicalize those links, canonicalize those pages. If a page is serving the same intent and keywords, keep it together.

IV. Limit use of the rel="nofollow" to UGC or specific untrusted external links. It won't help your internal link flow efforts for SEO.

Rel="nofollow" was sort of the classic way that people had been doing PageRank sculpting that we talked about earlier here. I would strongly recommend against using it for that purpose. Google said that they've put in some preventative measures so that rel="nofollow" links sort of do this leaking PageRank thing, as they call it. I wouldn't stress too much about that, but I certainly wouldn't use rel="nofollow."

What I would do is if I'm trying to do internal link sculpting, I would just do careful curation of the links and pages that I've got. That is the best way to help your internal link flow. That's things like...

V. Removing low-value content, low-engagement content and creating internal links that people actually do want. That is going to give you the best results.

VI. Don't orphan! Make sure pages that matter have links to (and from) them. Last, but not least, there should never be an orphan. There should never be a page with no links to it, and certainly there should never be a page that is well linked to that isn't linking back out to portions of your site that are of interest or value to visitors and to Google.

So following these practices, I think you can do some awesome internal link analysis, internal link optimization and help your SEO efforts and the value visitors get from your site. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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[theroseandcrown]

The Rose & Crown: Chapter Twenty-Two (Part Three)

Rating: M Chapters: 22/24

Summary: The Doctor realizes just how serious the virus’ control over their minds has become.

Read this story on another platform: Archive of Our Own Fan Fiction WattPad

The familiar sound of the Doctor’s voice reverberated off the walls and nearby corridors of the TARDIS as Clara made her way towards the console room. She quietly paused at the bottom of the stairs and listened in to the energetically charged one-sided conversation taking place above her. From what she could hear, he appeared to be engaged in some sort of advantageous narrative with himself. Her curiosity getting the better of her, she quietly climbed the metal steps to meet the form of her best friend holding their baby in one arm and a spoon in his other hand.

“Do you want to know how I did it? Go on, ask me. Okay, I’ll tell you. I switched on the antigrav, of course! Then I drove that motorbike up the side of the building all the way to the sixty-fifth floor!” He pointed the spoon in front of him and continued. “I pulled out my screwdriver, aimed it at the glass, and soniced my way right into her office! The look on her face. Hilarious.” A wide childish grin spread across his face as the baby gazed up at him in amazement.

“The day we first met,” Clara chimed in as she approached them. “Our first adventure together. She must like that one.”

“So do I,” he admitted, shifting his focus towards the sound of his companion’s voice.

“What’s with the spoon?” she asked with a laugh.

“Practical effect. I was short a spoon-headed killer robot lying around and had to make do in a bit of a rush,” he answered, exhaling his breath upon the metal before polishing it off on his coat.

“Ah. Equally terrifying, I’m sure,” she replied humorously. Reaching the console, she lightly grazed her fingers over the buttons and controls before stopping at the view-screen. She peered up at its display as if expecting something new to be discovered there, only to find its idle status remained unchanged since last she had seen it. Nothing about their current situation had changed over the last several weeks ever since the Doctor first explained his theory behind their multi-cycle loop. As the days continued to wear on, she couldn’t help but wonder how much time had been afforded to them before it was finally up. If he did have a plan, he’d certainly kept her in the dark about it. Perhaps he was biding his time. Or perhaps he had yet to find a solution with the least amount of risk to their lives. Either way, she felt entirely pointless during this time of uncertainty.

If there was one thing he had taught her throughout their many travels together, it was how to utilize whatever was readily available to successfully manoeuvre their way through any unfavourable situation. Work the room, look for clues, discover your enemy’s weakness. Whether he relied on her ability to be incredibly clever whenever the situation called for it or simply tasked her with causing a distraction, she brought a sense of value and purpose to the table he often found desirable. But now, everything seemed a little too quiet, a little too routine, a little too... human. She wasn’t sure she knew how to be that anymore nor remembered how it felt to live a normal life again. As much as she wanted to be a part of whatever crazy idea he had hidden up his sleeve, it hadn’t exactly sat well with her knowing he had chosen to entrust their fate in the hands of a psychopath.

“Any word?” she asked, turning around to face him. He sighed and shook his head at the question. “And Missy?”

“Nothing,” he confessed.

“Well, maybe there’s a bright side. Maybe she’s changed her mind,” she suggested, amused with herself as he responded to her humour by frowning in her direction. “Yeah, I know. Just wishful thinking, I guess.” She leaned against the console and smiled at the sight of him gently rocking their infant in his arms. She had noticed a significant change in his demeanour over the past week or so. He had become exceptionally caring and more involved in their lives as if embracing the thought of what it would be like to finally settle down. Though a strangely foreign sight to her, she had grown particularly fond of the way fatherhood looked on him. It was nice to see him happy for a change despite their unfortunate circumstances.

The Doctor replaced the spoon inside his breast pocket then softly stroked his thumb over their daughter’s small brow until she eventually fell asleep in his grasp. He tenderly kissed the top of her head then carefully lowered her into the bassinet beside him.

“You’re good with her,” she admired from afar.

“I’ve had a lot of practice,” he replied, delicately draping a blanket over the small girl.

“You know what I think?” she continued, slowly approaching him from behind. “I think you were better at being a father than you let on.”

“I may have had my moments.” He glanced at his child and smiled fondly as he recalled a time long ago when he spent his nights watching over his children as they slept. Back when things seemed so simple.

As she reached him, a familiar heat began to rise within her at their closeness. Though she had become accustomed to its unfaltering persistence within her, it was significantly different than the warmth she experienced during her pregnancy. This particular fieriness burned deep in her belly whenever she was near him. She thought perhaps it was just another side-effect of their bond, that maybe their feelings for each other had been amplified ever since they had become a part of each other. Whatever the cause, the sensation was both exhilarating and increasingly sensual. “I find that incredibly attractive,” she admitted, tracing her fingers down the centre of his chest.

“Do you?” he asked, his attention drawn to her sudden affection. As he peered into her big brown eyes, he couldn’t help but feel a sense of security in her presence. No matter the turmoil they had faced, she was always prepared to stand by his side. Without her, he was sure he would have forgotten how to breathe. He brought his hands around her waist and gently pulled her closer. “Are you sure it isn’t my impeccable charm? My superior intelligence? My dazzling dress sense? I’ve a whole list to choose from,” he noted, grinning to himself.

“Lest we forget your inflated ego,” she added, smiling brightly. “We could fill a raft and float out to sea on that.”

“You never know when that might come in handy,” he countered.

“What, and give you another reason to feel clever? I’d never hear the end of it,” she teased, wrapping her arms around his thin frame. She comfortably rested her head against his chest as they looked in on the sleeping girl. “Is it strange that we named our daughter after herself?” she asked rhetorically. “I mean, try explaining that one in normal conversation.”

“Stranger things have happened,” he answered vaguely, inclining the memory of those from his marital past to be left where they were. Tilting her chin towards his lips, he leaned down to kiss her. He hardly remembered the last time she had been in his arms, a fault he would greatly consider to be his own. Finding the perfect balance between rising to the top of his intellectual game and his desire to become the lover she deserved was an impossible task. And yet, the longer they stayed hidden away waiting for something to happen, the more he could feel the scale tipping in her direction. The few precious moments remaining between now and the inevitable fight to the finish line was all the time he had left to love her this way.

As she engaged herself in his romantic gesture, their affection for each other began to electrify the space all around them. Elated by their sudden intimacy, he took her aside and anxiously herded her towards the console to lean her against it. Their bodies united as one as they continued to kiss each other. Once timid and frightened of what his feelings for her might lead to, he found himself comforted by the love she continued to gift him with. A love that opened more doors into their relationship than he ever thought were possible. She had gone from a mystery to a friend, from his companion to the mother of his child more quickly than he could even fathom. And he cherished her even more for it. Nothing would ever be able to replace the love he held in his hearts for her. After a moment, he heard her grunt uncomfortably from under her breath. He pulled away to see her face and raised his brow in response.

“Sorry, it’s just… the metal. It’s digging into my back,” she declared, shifting herself to a better position. As her fingers grazed over the buttons on his vest, she gazed up at him with a heightened sense of provocativeness about her. “You know, it’s a shame there’s no bedroom in here. As far as snog boxes go, the TARDIS isn’t exactly the most comfortable.”

He playfully scoffed at her insensitivity and placed his hand upon the console, petting it tenderly. He glanced up at the rings above him and called out to his long-time vessel. “She didn’t mean that!” Before he could talk himself out of it, he reached towards the controls and began typing a destination into the ship’s interface. His other hand manoeuvred around his companion’s side to grasp the lever behind her. He peered down at the form of his petite-sized prisoner captured between his arms and grinned mischievously. Without warning, he pulled down on the lever and sent the ship to her instructed coordinates.

“Where are we going?” she asked suspiciously, though remained intrigued by his sudden mysteriousness. It had been so long since he had taken her anywhere, she nearly forgot the excitement that accompanied the ship’s signature clatter of time travel. The TARDIS landed almost as quickly as she had dematerialized, the sound of her thudded landing alerted them to their intended arrival.

“Ask and you shall receive,” he answered, returning his lips to hers. Taking hold of her waist, he hurried to guide her towards the ship’s entrance. She wrapped her arms around his neck as they burst their way through the doors straight into her flat. She laughed and yelped with surprise as he gracefully lifted and tossed her onto the bed. Standing above her, he threw off his coat and kicked off his shoes. She took the liberty of lifting her blouse over her head to relieve herself of it. He watched intently as she reached towards him and began unfastening the buttons on his vest then moved to his shirt underneath. Helping to part ways with the rest of his clothing, he climbed onto the bed as she seized the opportunity to slide out of her skirt. Bringing his lips to hers, he slowly lowered her onto the bed and carefully pressed himself on top of her as if to prevent her from escaping.

He could feel her temperature rising beneath him the more passionately he kissed her. He was unable to help himself from being drawn to her intoxicating fragrance; a divine perfume of perfectly balanced femininity and fertility. His increased sensitivity to her reproductive desires was made even more aware by their strong bond to each other. The maternal mix of chemicals inside every cell in her body were exploding with sexual energy. The untamed animalistic side of him had become infatuated by her pheromones. His senses were lured in by the irresistible scent of her body’s heat-cycle urging her to conceive. He could feel himself losing all control. No matter how desperately he fought, there was nothing he could do to stop it. They were doomed to be enslaved by their illness’ command.

He knew that as long as the virus retained its hold over their minds, he would never be able to break free of his relentless desire to impregnate her. Just as she would never be able to sustain her maternal appetite for bearing his child for as long as she still could. A concept more concerning than he had given credit. His companion may be a young female still in her prime, but she was still human. If he failed in his attempt to break them out of the loop, they would spend the rest of their infected lives trapped inside of this altered reality. As tempting as it was to continue the relationship they had created together, eventually there would come a time when Clara could no longer carry a child for him. What then? What would happen to her if she was unable to fulfil the obligation of her mind? Of course, he already knew the answer to that whether he chose to admit it or not. He was no stranger to how the snare functioned within its victims. Those who were unfortunately selected to be a carrier of the virus were often driven to insanity after completing the task set out for them. Like trying to scratch an unscratchable itch until all the flesh had been scraped down to the bone yet the sensation remained. Which was another reason the Persuaders were considered so deadly. Clara had no idea what she was up against. All she knew was that there was an incessant longing to fill the emptiness inside of her with life that could only be tamed by him. The only way to prevent his companion from going mad before her age had caught up with her was to try to teach her how to fight her urges, or give her what she wanted. She was only just beginning to regain her strength after giving birth. Whatever sensible part of him remained would not allow himself to put her through that again, especially if they were forced into battle against Missy. It would be far too dangerous.

He quickly pulled himself from her lips and gasped for breath. “Clara, wait. We need to stop,” he blurted out without even realizing it.

“What, already?” she asked disappointedly. Her glance instinctively shifted to the area below his waist. “For a Time Lord, you sure do expire quickly.”

“No, not that,” he replied defensively. His mind worked quickly to find a way to tell her the truth without revealing the fact that he wasn’t entirely in control of himself, and neither was she. It would raise far too many questions. Questions that in his cowardice he wasn’t yet ready to answer. “It’s much too soon. You’re still healing,” he continued, hoping she would be understanding of his concern for her well-being. He cradled her head in his grasp and looked to her sincerely. “I don’t wish to hurt you.”

A coy smile spread across her lips as she leaned in towards his neck. “Be gentle then,” she whispered into his ear, unwilling to abandon the much-anticipated intimacy taking place between them. She had waited for this moment for too long to allow it to slip through her fingers so easily.

“Clara,” he started, trying his hardest to resist her increasing affection. “As much as I want this, and believe me, I do, I’m afraid you’ve become far too susceptible to your biological impulses towards me,” he explained poorly, starting to realize how badly he was failing at gaining control of the situation.

She leaned away to see his face and frowned at his choice of words. “Not sure how I feel about your expertise on the subject,” she argued, then curiously raised her brow. “What do you mean ‘susceptible’?”

He sighed and tried to find the words to respond that would sound the least impersonal. “Well, for one, your body has already begun the process of preparing itself for conception. I am able to sense the changes taking place inside of you through our bond. Which is reason enough for us to be keeping our distance from each other, else we may have another tiny problem on our hands,” he declared, lightly patting her middle as if to provide a gentle reminder of how their daughter came into existence in the first place. Taking a deep breath, he silently scolded himself for having fallen victim to his lust for her once again. “I shouldn’t have brought you here. This was a mistake.” He watched as her expression quickly shifted from provocatively inquisitive to mildly wounded. It was never his intention to upset her. He only wished to protect her from himself and what he knew they were capable of so long as the virus remained in control of their actions. The longer he remained in her presence, the less authority he had over his impulses. He placed his hand on her cheek and looked to her compassionately. “Please, try to understand. Being away from you is the last thing I would ever want. But if we’re not careful, you could be with child again before I can even get us out of this mess. We’re still at war, Clara. Now is not the time for us to become so careless.”

The fire within her grew in strength by his words of warning as if demanding she disobey. She felt every bit of its intensifying heat brought to life by the thought of what their lust for each other could cause. She no longer recognized herself as her mind became clouded by how badly she wanted to feel him inside of her again. As her hand gently trailed its way down his bare chest and stomach, she could feel a part of him pressing against her thigh. She raised her brow and smiled seductively. “It seems one of us is eager to become careless more than they’re letting on.” Her hand explored farther down his body until she found herself carefully caressing him between his legs. The part of her that would have been shocked by her actions had been replaced by that of her strong sexual depravity longing for his affection.

He closed his eyes and lowered his head in submission, groaning softly at the sensation of her grasp on him. His mind shattered into a million pieces as she took control. He felt his entire body tremble with arousal. The ability to think rational thoughts was now under threat as his primal instincts awakened to the heat of their passion. His hearts became filled with hunger and lust for her once more. There was nothing in the universe powerful enough to stop it. The desire to fill her and protect her as she grew heavy by him consumed him. The only thing preventing him from ensuring his seed had taken root inside of her before the night’s end was his fear of the immediate danger bound to follow as a result of his actions. Putting a child in her now would only give Missy that much more of an advantage over him. “Clara, please,” he whispered, hoping there was some part of himself still able to resist his impulses before they forced him to do something he shouldn’t have. He needed to stop himself before the animal trapped inside tore its way through his defences to take control over their intimacy. The more he tried to hold it back, the more he could feel it stirring within the cage that imprisoned it. “We must stop,” he begged her.

She returned her lips to his neck and gently nipped at his skin before kissing her way towards his ear. “And if we don’t?” she asked softly, no longer in command of her sexual prowess as she positioned herself between his legs and delicately pressed her hips into him.

Every bit of restraint was annihilated the moment he felt himself brush up against her entrance. Her seductive advances had driven him far beyond the edge of all reason. The beast had finally awoken. His felt his eyes snap open. His hand reached out and firmly took her by her chin to stop her. “Then I might be tempted to give you exactly what your body desires of me,” he threatened. His gaze stared back at her fiercely to warn her of just how serious he was.

The feel of his grasp on her was both frightening and yet strangely erotic. She had seen that look in his eyes before from the visions of their euphoric love for each other as they flashed into her head. The longer she thought about them, the more authentic they appeared. She realized this was the truth he had been hiding from her all this time. The part of himself he would not allow her to see for fear of hurting her. This is what he looked like when he had lost himself in his passion for her, and she wanted more. As terrified as she should have been of the person he was becoming, a deeper part of herself buried somewhere beneath her layers of denial wanted to know just how far his lust for her would take them. There was only one person in the universe able to extinguish the fire burning so brightly inside of her, and that person was him. “I might be tempted to let you,” she admitted softly.

He found himself shocked and bewildered by her confession. Glancing towards his hand, his hearts became filled with distress over the aggressive hold he claimed on her face. He slowly released her and took a moment to compose himself before he had unintentionally damaged her any further. He calmed his mind and allowed himself to come to terms with what she was asking him to do. He took a deep breath and peered down the length of her until his eyes met with her middle. He slid his hand down her belly and carefully pressed it above the part of her that had ripened with fertility. A small gasp escaped her as he rubbed soothing circles over the place that once swelled with his child. Her breathing deepened the more he wooed her into maternal submission. He could feel her muscles contracting under his palm, her pulse began to quicken. The heat rising between her legs quickly claimed his attention. His mind was in torment over how close he was to seeding her and how badly her body was begging him to. Bringing his lips to her neck, he trailed tender kisses down her smooth skin and took in her scent for all it was worth. “Is that what you want?” he whispered, concentrating all of his energy towards stimulating her for reproduction. “Do you wish to carry again so soon? Would that please you?”

“Are you trying to seduce me, Doctor?” she inquired provocatively.

“Is it working?” he asked as his lips made their way down her chest.

“Yes,” she spoke softly, feeling even more aroused by his intimidating power over her.

“Tell me what you want, Clara,” he begged her. “I’ll do anything you ask if only to satisfy you.”

“I want you, Doctor. It has only ever been you,” she replied breathlessly, feeling the sensation of his lips enticing her as they moved farther down her stomach.

Lifting his gaze, his eyes met her hungry expression. “Are you sure?” he asked, offering her one last chance to change her mind before the last bit of himself left untainted by the virus had finally been consumed.

“I’m sure,” she confirmed, tenderly placing her hands on the sides of his head to guide his lips back to hers.

The familiar taste of her lingered upon him as they kissed. His senses had long since lost the battle for sanity as they continued to explore each other. His hearts pounded in his chest as he instinctively positioned himself at her entrance. His hand moved lower down her body, gently encouraging her to open for him before the rest of himself slowly slid its way inside. He softly moaned with pleasure as every bit of her warmth embraced him.

She gasped at the sudden intrusion and quietly winced at the unanticipated sensation of soreness and pain residing within her since she had given birth. Grasping his shoulder, she momentarily stopped him from proceeding any farther. “Be gentle with me, Doctor,” she pleaded, exhaling a deep breath to soothe her mind from her sensitivity to him.

“Always,” he replied adoringly. He waited patiently, allowing her all the time she required to prepare herself, then felt her opening wider to accommodate for him. Once ready, she nodded confidently and released the tension building within her. Seizing his opportunity, he succumbed to his own tactical torment as he carefully penetrated her. All he could think about was what he needed to do to fulfil the obligation of his illness. The fine line between pleasure and strategy was never more apparent than it was right then. Each push brought him closer to his objective of creating life inside of her. A task easily championed by his dominance over her vulnerable state of mind. As the virus continued to take control over his actions, his thoughts were once again flooded with the images of the night she had been forced to conceive his child. The start of everything that had been and would be that even he could not avoid.

As he was pulled between one reality and another, a new set of visions were introduced that had yet to be seen. A bed, much like this one, and his companion lying partially unclothed beneath him. She smiled at him brightly as he admired her from above. He saw himself peering down the length of her, his hand gliding up her bare thigh towards her hip. Continuing to her middle, he delicately slid his way under her shirt and gently brushed his fingers over the newly formed swell of her tummy hiding underneath. The return of her maternal glow was simply breathtaking. The Persuader’s snare was flawless in design. Each new vision of her felt so real, he was unable to determine which reality he was currently living in. There was no way to know for certain if the images were merely the illusory byproduct of his illness or a glimpse into the future. All he knew was how badly he wanted it to be true.

The sound of her gasping with euphoria returned him to the moment between them. He discovered her legs wrapped tightly around his waist. Her hand had woven through his hair to seize it in her gentle grasp. Their bodies glistened in the light provided as they fell deeper into their passion. He noticed fresh tears upon her face but they were not being caused by pain. He caressed her cheek in his palm and wiped her tears away as he pushed himself deeper inside of her. She opened her eyes at his delicate touch, her entrancing gaze meeting his own as if she were pleading for more. There was nothing he wouldn’t do for her pleasure. He was prepared to give her everything he had left to give, no matter the cost. He was so terribly in love with her.

#dr who #dr who fan fiction #dr who fanfiction #12th doctor #doctor who #doctor who fanfiction #twelfth doctor #the doctor #twelve/clara #clara oswald #whouffaldi

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Should SEOs Care About Internal Links? - Whiteboard Friday

Should SEOs Care About Internal Links? - Whiteboard Friday

Posted by randfish

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat a little bit about internal links and internal link structures. Now, it is not the most exciting thing in the SEO world, but it's something that you have to get right and getting it wrong can actually cause lots of problems.

Attributes of internal links

So let's start by talking about some of the things that are true about internal links. Internal links, when I say that phrase, what I mean is a link that exists on a website, let's say ABC.com here, that is linking to a page on the same website, so over here, linking to another page on ABC.com. We'll do /A and /B. This is actually my shipping routes page. So you can see I'm linking from A to B with the anchor text "shipping routes."

The idea of an internal link is really initially to drive visitors from one place to another, to show them where they need to go to navigate from one spot on your site to another spot. They're different from internal links only in that, in the HTML code, you're pointing to the same fundamental root domain. In the initial early versions of the internet, that didn't matter all that much, but for SEO, it matters quite a bit because external links are treated very differently from internal links. That is not to say, however, that internal links have no power or no ability to change rankings, to change crawling patterns and to change how a search engine views your site. That's what we need to chat about.

1. Anchor text is something that can be considered. The search engines have generally minimized its importance, but it's certainly something that's in there for internal links.

2. The location on the page actually matters quite a bit, just as it does with external links. Internal links, it's almost more so in that navigation and footers specifically have attributes around internal links that can be problematic.

Those are essentially when Google in particular sees manipulation in the internal link structure, specifically things like you've stuffed anchor text into all of the internal links trying to get this shipping routes page ranking by putting a little link down here in the footer of every single page and then pointing over here trying to game and manipulate us, they hate that. In fact, there is an algorithmic penalty for that kind of stuff, and we can see it very directly.

We've actually run tests where we've observed that jamming this type of anchor text-rich links into footers or into navigation and then removing it gets a site indexed, well let's not say indexed, let's say ranking well and then ranking poorly when you do it. Google reverses that penalty pretty quickly too, which is nice. So if you are not ranking well and you're like, "Oh no, Rand, I've been doing a lot of that," maybe take it away. Your rankings might come right back. That's great.

3. The link target matters obviously from one place to another.

4. The importance of the linking page, this is actually a big one with internal links. So it is generally the case that if a page on your website has lots of external links pointing to it, it gains authority and it has more ability to sort of generate a little bit, not nearly as much as external links, but a little bit of ranking power and influence by linking to other pages. So if you have very well-linked two pages on your site, you should make sure to link out from those to pages on your site that a) need it and b) are actually useful for your users. That's another signal we'll talk about.

5. The relevance of the link, so pointing to my shipping routes page from a page about other types of shipping information, totally great. Pointing to it from my dog food page, well, it doesn't make great sense. Unless I'm talking about shipping routes of dog food specifically, it seems like it's lacking some of that context, and search engines can pick up on that as well.

6. The first link on the page. So this matters mostly in terms of the anchor text, just as it does for external links. Basically, if you are linking in a bunch of different places to this page from this one, Google will usually, at least in all of our experiments so far, count the first anchor text only. So if I have six different links to this and the first link says "Click here," "Click here" is the anchor text that Google is going to apply, not "Click here" and "shipping routes" and "shipping." Those subsequent links won't matter as much.

7. Then the type of link matters too. Obviously, I would recommend that you keep it in the HTML link format rather than trying to do something fancy with JavaScript. Even though Google can technically follow those, it looks to us like they're not treated with quite the same authority and ranking influence. Text is slightly, slightly better than images in our testing, although that testing is a few years old at this point. So maybe image links are treated exactly the same. Either way, do make sure you have that. If you're doing image links, by the way, remember that the alt attribute of that image is what becomes the anchor text of that link.

Internal versus external links

A. External links usually give more authority and ranking ability.

That shouldn't be surprising. An external link is like a vote from an independent, hopefully independent, hopefully editorially given website to your website saying, "This is a good place for you to go for this type of information." On your own site, it's like a vote for yourself, so engines don't treat it the same.

B. Anchor text of internal links generally have less influence.

So, as we mentioned, me pointing to my page with the phrase that I want to rank for isn't necessarily a bad thing, but I shouldn't do it in a manipulative way. I shouldn't do it in a way that's going to look spammy or sketchy to visitors, because if visitors stop clicking around my site or engaging with it or they bounce more, I will definitely lose ranking influence much faster than if I simply make those links credible and usable and useful to visitors. Besides, the anchor text of internal links is not as powerful anyway.

C. A lack of internal links can seriously hamper a page's ability to get crawled + ranked.

It is, however, the case that a lack of internal links, like an orphan page that doesn't have many internal or any internal links from the rest of its website, that can really hamper a page's ability to rank. Sometimes it will happen. External links will point to a page. You'll see that page in your analytics or in a report about your links from Moz or Ahrefs or Majestic, and then you go, "Oh my gosh, I'm not linking to that page at all from anywhere else on my site." That's a bad idea. Don't do that. That is definitely problematic.

D. It's still the case, by the way, that, broadly speaking, pages with more links on them will send less link value per link.

So, essentially, you remember the original PageRank formula from Google. It said basically like, "Oh, well, if there are five links, send one-fifth of the PageRank power to each of those, and if there are four links, send one-fourth." Obviously, one-fourth is bigger than one-fifth. So taking away that fifth link could mean that each of the four pages that you've linked to get a little bit more ranking authority and influence in the original PageRank algorithm. Look, PageRank is old, very, very old at this point, but at least the theories behind it are not completely gone. So it is the case that if you have a page with tons and tons of links on it, that tends to send out less authority and influence than a page with few links on it, which is why it can definitely pay to do some spring cleaning on your website and clear out any rubbish pages or rubbish links, ones that visitors don't want, that search engines don't want, that you don't care about. Clearing that up can actually have a positive influence. We've seen that on a number of websites where they've cleaned up their information architecture, whittled down their links to just the stuff that matters the most and the pages that matter the most, and then seen increased rankings across the board from all sorts of signals, positive signals, user engagement signals, link signals, context signals that help the engine them rank better.

E. Internal link flow (aka PR sculpting) is rarely effective, and usually has only mild effects... BUT a little of the right internal linking can go a long way.

Then finally, I do want to point out that what was previous called — you probably have heard of it in the SEO world — PageRank sculpting. This was a practice that I'd say from maybe 2003, 2002 to about 2008, 2009, had this life where there would be panel discussions about PageRank sculpting and all these examples of how to do it and software that would crawl your site and show you the ideal PageRank sculpting system to use and which pages to link to and not.

When PageRank was the dominant algorithm inside of Google's ranking system, yeah, it was the case that PageRank sculpting could have some real effect. These days, that is dramatically reduced. It's not entirely gone because of some of these other principles that we've talked about, just having lots of links on a page for no particularly good reason is generally bad and can have harmful effects and having few carefully chosen ones has good effects. But most of the time, internal linking, optimizing internal linking beyond a certain point is not very valuable, not a great value add.

But a little of what I'm calling the right internal linking, that's what we're going to talk about, can go a long way. For example, if you have those orphan pages or pages that are clearly the next step in a process or that users want and they cannot find them or engines can't find them through the link structure, it's bad. Fixing that can have a positive impact.

Ideal internal link structures

So ideally, in an internal linking structure system, you want something kind of like this. This is a very rough illustration here. But the homepage, which has maybe 100 links on it to internal pages. One hop away from that, you've got your 100 different pages of whatever it is, subcategories or category pages, places that can get folks deeper into your website. Then from there, each of those have maybe a maximum of 100 unique links, and they get you 2 hops away from a homepage, which takes you to 10,000 pages who do the same thing.

I. No page should be more than 3 link "hops" away from another (on most small-->medium sites).

Now, the idea behind this is that basically in one, two, three hops, three links away from the homepage and three links away from any page on the site, I can get to up to a million pages. So when you talk about, "How many clicks do I have to get? How far away is this in terms of link distance from any other page on the site?" a great internal linking structure should be able to get you there in three or fewer link hops. If it's a lot more, you might have an internal linking structure that's really creating sort of these long pathways of forcing you to click before you can ever reach something, and that is not ideal, which is why it can make very good sense to build smart categories and subcategories to help people get in there.

I'll give you the most basic example in the world, a traditional blog. In order to reach any post that was published two years ago, I've got to click Next, Next, Next, Next, Next, Next through all this pagination until I finally get there. Or if I've done a really good job with my categories and my subcategories, I can click on the category of that blog post and I can find it very quickly in a list of the last 50 blog posts in that particular category, great, or by author or by tag, however you're doing your navigation.

II. Pages should contain links that visitors will find relevant and useful.

If no one ever clicks on a link, that is a bad signal for your site, and it is a bad signal for Google as well. I don't just mean no one ever. Very, very few people ever and many of them who do click it click the back button because it wasn't what they wanted. That's also a bad sign.

III. Just as no two pages should be targeting the same keyword or searcher intent, likewise no two links should be using the same anchor text to point to different pages. Canonicalize!

For example, if over here I had a shipping routes link that pointed to this page and then another shipping routes link, same anchor text pointing to a separate page, page C, why am I doing that? Why am I creating competition between my own two pages? Why am I having two things that serve the same function or at least to visitors would appear to serve the same function and search engines too? I should canonicalize those. Canonicalize those links, canonicalize those pages. If a page is serving the same intent and keywords, keep it together.

IV. Limit use of the rel="nofollow" to UGC or specific untrusted external links. It won't help your internal link flow efforts for SEO.

Rel="nofollow" was sort of the classic way that people had been doing PageRank sculpting that we talked about earlier here. I would strongly recommend against using it for that purpose. Google said that they've put in some preventative measures so that rel="nofollow" links sort of do this leaking PageRank thing, as they call it. I wouldn't stress too much about that, but I certainly wouldn't use rel="nofollow."

What I would do is if I'm trying to do internal link sculpting, I would just do careful curation of the links and pages that I've got. That is the best way to help your internal link flow. That's things like...

V. Removing low-value content, low-engagement content and creating internal links that people actually do want. That is going to give you the best results.

VI. Don't orphan! Make sure pages that matter have links to (and from) them. Last, but not least, there should never be an orphan. There should never be a page with no links to it, and certainly there should never be a page that is well linked to that isn't linking back out to portions of your site that are of interest or value to visitors and to Google.

So following these practices, I think you can do some awesome internal link analysis, internal link optimization and help your SEO efforts and the value visitors get from your site. We'll see you again next week for another edition of Whiteboard Friday. Take care.

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Should SEOs Care About Internal Links? - Whiteboard Friday

Posted by randfish

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat a little bit about internal links and internal link structures. Now, it is not the most exciting thing in the SEO world, but it's something that you have to get right and getting it wrong can actually cause lots of problems.

Attributes of internal links

So let's start by talking about some of the things that are true about internal links. Internal links, when I say that phrase, what I mean is a link that exists on a website, let's say ABC.com here, that is linking to a page on the same website, so over here, linking to another page on ABC.com. We'll do /A and /B. This is actually my shipping routes page. So you can see I'm linking from A to B with the anchor text "shipping routes."

The idea of an internal link is really initially to drive visitors from one place to another, to show them where they need to go to navigate from one spot on your site to another spot. They're different from internal links only in that, in the HTML code, you're pointing to the same fundamental root domain. In the initial early versions of the internet, that didn't matter all that much, but for SEO, it matters quite a bit because external links are treated very differently from internal links. That is not to say, however, that internal links have no power or no ability to change rankings, to change crawling patterns and to change how a search engine views your site. That's what we need to chat about.

1. Anchor text is something that can be considered. The search engines have generally minimized its importance, but it's certainly something that's in there for internal links.

2. The location on the page actually matters quite a bit, just as it does with external links. Internal links, it's almost more so in that navigation and footers specifically have attributes around internal links that can be problematic.

Those are essentially when Google in particular sees manipulation in the internal link structure, specifically things like you've stuffed anchor text into all of the internal links trying to get this shipping routes page ranking by putting a little link down here in the footer of every single page and then pointing over here trying to game and manipulate us, they hate that. In fact, there is an algorithmic penalty for that kind of stuff, and we can see it very directly.

We've actually run tests where we've observed that jamming this type of anchor text-rich links into footers or into navigation and then removing it gets a site indexed, well let's not say indexed, let's say ranking well and then ranking poorly when you do it. Google reverses that penalty pretty quickly too, which is nice. So if you are not ranking well and you're like, "Oh no, Rand, I've been doing a lot of that," maybe take it away. Your rankings might come right back. That's great.

3. The link target matters obviously from one place to another.

4. The importance of the linking page, this is actually a big one with internal links. So it is generally the case that if a page on your website has lots of external links pointing to it, it gains authority and it has more ability to sort of generate a little bit, not nearly as much as external links, but a little bit of ranking power and influence by linking to other pages. So if you have very well-linked two pages on your site, you should make sure to link out from those to pages on your site that a) need it and b) are actually useful for your users. That's another signal we'll talk about.

5. The relevance of the link, so pointing to my shipping routes page from a page about other types of shipping information, totally great. Pointing to it from my dog food page, well, it doesn't make great sense. Unless I'm talking about shipping routes of dog food specifically, it seems like it's lacking some of that context, and search engines can pick up on that as well.

6. The first link on the page. So this matters mostly in terms of the anchor text, just as it does for external links. Basically, if you are linking in a bunch of different places to this page from this one, Google will usually, at least in all of our experiments so far, count the first anchor text only. So if I have six different links to this and the first link says "Click here," "Click here" is the anchor text that Google is going to apply, not "Click here" and "shipping routes" and "shipping." Those subsequent links won't matter as much.

7. Then the type of link matters too. Obviously, I would recommend that you keep it in the HTML link format rather than trying to do something fancy with JavaScript. Even though Google can technically follow those, it looks to us like they're not treated with quite the same authority and ranking influence. Text is slightly, slightly better than images in our testing, although that testing is a few years old at this point. So maybe image links are treated exactly the same. Either way, do make sure you have that. If you're doing image links, by the way, remember that the alt attribute of that image is what becomes the anchor text of that link.

Internal versus external links

A. External links usually give more authority and ranking ability.

That shouldn't be surprising. An external link is like a vote from an independent, hopefully independent, hopefully editorially given website to your website saying, "This is a good place for you to go for this type of information." On your own site, it's like a vote for yourself, so engines don't treat it the same.

B. Anchor text of internal links generally have less influence.

So, as we mentioned, me pointing to my page with the phrase that I want to rank for isn't necessarily a bad thing, but I shouldn't do it in a manipulative way. I shouldn't do it in a way that's going to look spammy or sketchy to visitors, because if visitors stop clicking around my site or engaging with it or they bounce more, I will definitely lose ranking influence much faster than if I simply make those links credible and usable and useful to visitors. Besides, the anchor text of internal links is not as powerful anyway.

C. A lack of internal links can seriously hamper a page's ability to get crawled + ranked.

It is, however, the case that a lack of internal links, like an orphan page that doesn't have many internal or any internal links from the rest of its website, that can really hamper a page's ability to rank. Sometimes it will happen. External links will point to a page. You'll see that page in your analytics or in a report about your links from Moz or Ahrefs or Majestic, and then you go, "Oh my gosh, I'm not linking to that page at all from anywhere else on my site." That's a bad idea. Don't do that. That is definitely problematic.

D. It's still the case, by the way, that, broadly speaking, pages with more links on them will send less link value per link.

So, essentially, you remember the original PageRank formula from Google. It said basically like, "Oh, well, if there are five links, send one-fifth of the PageRank power to each of those, and if there are four links, send one-fourth." Obviously, one-fourth is bigger than one-fifth. So taking away that fifth link could mean that each of the four pages that you've linked to get a little bit more ranking authority and influence in the original PageRank algorithm. Look, PageRank is old, very, very old at this point, but at least the theories behind it are not completely gone. So it is the case that if you have a page with tons and tons of links on it, that tends to send out less authority and influence than a page with few links on it, which is why it can definitely pay to do some spring cleaning on your website and clear out any rubbish pages or rubbish links, ones that visitors don't want, that search engines don't want, that you don't care about. Clearing that up can actually have a positive influence. We've seen that on a number of websites where they've cleaned up their information architecture, whittled down their links to just the stuff that matters the most and the pages that matter the most, and then seen increased rankings across the board from all sorts of signals, positive signals, user engagement signals, link signals, context signals that help the engine them rank better.

E. Internal link flow (aka PR sculpting) is rarely effective, and usually has only mild effects... BUT a little of the right internal linking can go a long way.

Then finally, I do want to point out that what was previous called — you probably have heard of it in the SEO world — PageRank sculpting. This was a practice that I'd say from maybe 2003, 2002 to about 2008, 2009, had this life where there would be panel discussions about PageRank sculpting and all these examples of how to do it and software that would crawl your site and show you the ideal PageRank sculpting system to use and which pages to link to and not.

When PageRank was the dominant algorithm inside of Google's ranking system, yeah, it was the case that PageRank sculpting could have some real effect. These days, that is dramatically reduced. It's not entirely gone because of some of these other principles that we've talked about, just having lots of links on a page for no particularly good reason is generally bad and can have harmful effects and having few carefully chosen ones has good effects. But most of the time, internal linking, optimizing internal linking beyond a certain point is not very valuable, not a great value add.

But a little of what I'm calling the right internal linking, that's what we're going to talk about, can go a long way. For example, if you have those orphan pages or pages that are clearly the next step in a process or that users want and they cannot find them or engines can't find them through the link structure, it's bad. Fixing that can have a positive impact.

Ideal internal link structures

So ideally, in an internal linking structure system, you want something kind of like this. This is a very rough illustration here. But the homepage, which has maybe 100 links on it to internal pages. One hop away from that, you've got your 100 different pages of whatever it is, subcategories or category pages, places that can get folks deeper into your website. Then from there, each of those have maybe a maximum of 100 unique links, and they get you 2 hops away from a homepage, which takes you to 10,000 pages who do the same thing.

I. No page should be more than 3 link "hops" away from another (on most small-->medium sites).

Now, the idea behind this is that basically in one, two, three hops, three links away from the homepage and three links away from any page on the site, I can get to up to a million pages. So when you talk about, "How many clicks do I have to get? How far away is this in terms of link distance from any other page on the site?" a great internal linking structure should be able to get you there in three or fewer link hops. If it's a lot more, you might have an internal linking structure that's really creating sort of these long pathways of forcing you to click before you can ever reach something, and that is not ideal, which is why it can make very good sense to build smart categories and subcategories to help people get in there.

I'll give you the most basic example in the world, a traditional blog. In order to reach any post that was published two years ago, I've got to click Next, Next, Next, Next, Next, Next through all this pagination until I finally get there. Or if I've done a really good job with my categories and my subcategories, I can click on the category of that blog post and I can find it very quickly in a list of the last 50 blog posts in that particular category, great, or by author or by tag, however you're doing your navigation.

II. Pages should contain links that visitors will find relevant and useful.

If no one ever clicks on a link, that is a bad signal for your site, and it is a bad signal for Google as well. I don't just mean no one ever. Very, very few people ever and many of them who do click it click the back button because it wasn't what they wanted. That's also a bad sign.

III. Just as no two pages should be targeting the same keyword or searcher intent, likewise no two links should be using the same anchor text to point to different pages. Canonicalize!

For example, if over here I had a shipping routes link that pointed to this page and then another shipping routes link, same anchor text pointing to a separate page, page C, why am I doing that? Why am I creating competition between my own two pages? Why am I having two things that serve the same function or at least to visitors would appear to serve the same function and search engines too? I should canonicalize those. Canonicalize those links, canonicalize those pages. If a page is serving the same intent and keywords, keep it together.

IV. Limit use of the rel="nofollow" to UGC or specific untrusted external links. It won't help your internal link flow efforts for SEO.

Rel="nofollow" was sort of the classic way that people had been doing PageRank sculpting that we talked about earlier here. I would strongly recommend against using it for that purpose. Google said that they've put in some preventative measures so that rel="nofollow" links sort of do this leaking PageRank thing, as they call it. I wouldn't stress too much about that, but I certainly wouldn't use rel="nofollow."

What I would do is if I'm trying to do internal link sculpting, I would just do careful curation of the links and pages that I've got. That is the best way to help your internal link flow. That's things like...

V. Removing low-value content, low-engagement content and creating internal links that people actually do want. That is going to give you the best results.

VI. Don't orphan! Make sure pages that matter have links to (and from) them. Last, but not least, there should never be an orphan. There should never be a page with no links to it, and certainly there should never be a page that is well linked to that isn't linking back out to portions of your site that are of interest or value to visitors and to Google.

So following these practices, I think you can do some awesome internal link analysis, internal link optimization and help your SEO efforts and the value visitors get from your site. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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Should SEOs Care About Internal Links? - Whiteboard Friday

Posted by randfish

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat a little bit about internal links and internal link structures. Now, it is not the most exciting thing in the SEO world, but it's something that you have to get right and getting it wrong can actually cause lots of problems.

Attributes of internal links

So let's start by talking about some of the things that are true about internal links. Internal links, when I say that phrase, what I mean is a link that exists on a website, let's say ABC.com here, that is linking to a page on the same website, so over here, linking to another page on ABC.com. We'll do /A and /B. This is actually my shipping routes page. So you can see I'm linking from A to B with the anchor text "shipping routes."

The idea of an internal link is really initially to drive visitors from one place to another, to show them where they need to go to navigate from one spot on your site to another spot. They're different from internal links only in that, in the HTML code, you're pointing to the same fundamental root domain. In the initial early versions of the internet, that didn't matter all that much, but for SEO, it matters quite a bit because external links are treated very differently from internal links. That is not to say, however, that internal links have no power or no ability to change rankings, to change crawling patterns and to change how a search engine views your site. That's what we need to chat about.

1. Anchor text is something that can be considered. The search engines have generally minimized its importance, but it's certainly something that's in there for internal links.

2. The location on the page actually matters quite a bit, just as it does with external links. Internal links, it's almost more so in that navigation and footers specifically have attributes around internal links that can be problematic.

Those are essentially when Google in particular sees manipulation in the internal link structure, specifically things like you've stuffed anchor text into all of the internal links trying to get this shipping routes page ranking by putting a little link down here in the footer of every single page and then pointing over here trying to game and manipulate us, they hate that. In fact, there is an algorithmic penalty for that kind of stuff, and we can see it very directly.

We've actually run tests where we've observed that jamming this type of anchor text-rich links into footers or into navigation and then removing it gets a site indexed, well let's not say indexed, let's say ranking well and then ranking poorly when you do it. Google reverses that penalty pretty quickly too, which is nice. So if you are not ranking well and you're like, "Oh no, Rand, I've been doing a lot of that," maybe take it away. Your rankings might come right back. That's great.

3. The link target matters obviously from one place to another.

4. The importance of the linking page, this is actually a big one with internal links. So it is generally the case that if a page on your website has lots of external links pointing to it, it gains authority and it has more ability to sort of generate a little bit, not nearly as much as external links, but a little bit of ranking power and influence by linking to other pages. So if you have very well-linked two pages on your site, you should make sure to link out from those to pages on your site that a) need it and b) are actually useful for your users. That's another signal we'll talk about.

5. The relevance of the link, so pointing to my shipping routes page from a page about other types of shipping information, totally great. Pointing to it from my dog food page, well, it doesn't make great sense. Unless I'm talking about shipping routes of dog food specifically, it seems like it's lacking some of that context, and search engines can pick up on that as well.

6. The first link on the page. So this matters mostly in terms of the anchor text, just as it does for external links. Basically, if you are linking in a bunch of different places to this page from this one, Google will usually, at least in all of our experiments so far, count the first anchor text only. So if I have six different links to this and the first link says "Click here," "Click here" is the anchor text that Google is going to apply, not "Click here" and "shipping routes" and "shipping." Those subsequent links won't matter as much.

7. Then the type of link matters too. Obviously, I would recommend that you keep it in the HTML link format rather than trying to do something fancy with JavaScript. Even though Google can technically follow those, it looks to us like they're not treated with quite the same authority and ranking influence. Text is slightly, slightly better than images in our testing, although that testing is a few years old at this point. So maybe image links are treated exactly the same. Either way, do make sure you have that. If you're doing image links, by the way, remember that the alt attribute of that image is what becomes the anchor text of that link.Internal versus external links

A. External links usually give more authority and ranking ability.

That shouldn't be surprising. An external link is like a vote from an independent, hopefully independent, hopefully editorially given website to your website saying, "This is a good place for you to go for this type of information." On your own site, it's like a vote for yourself, so engines don't treat it the same.

B. Anchor text of internal links generally have less influence.

So, as we mentioned, me pointing to my page with the phrase that I want to rank for isn't necessarily a bad thing, but I shouldn't do it in a manipulative way. I shouldn't do it in a way that's going to look spammy or sketchy to visitors, because if visitors stop clicking around my site or engaging with it or they bounce more, I will definitely lose ranking influence much faster than if I simply make those links credible and usable and useful to visitors. Besides, the anchor text of internal links is not as powerful anyway.

C. A lack of internal links can seriously hamper a page's ability to get crawled + ranked.

It is, however, the case that a lack of internal links, like an orphan page that doesn't have many internal or any internal links from the rest of its website, that can really hamper a page's ability to rank. Sometimes it will happen. External links will point to a page. You'll see that page in your analytics or in a report about your links from Moz or Ahrefs or Majestic, and then you go, "Oh my gosh, I'm not linking to that page at all from anywhere else on my site." That's a bad idea. Don't do that. That is definitely problematic.

D. It's still the case, by the way, that, broadly speaking, pages with more links on them will send less link value per link.

So, essentially, you remember the original PageRank formula from Google. It said basically like, "Oh, well, if there are five links, send one-fifth of the PageRank power to each of those, and if there are four links, send one-fourth." Obviously, one-fourth is bigger than one-fifth. So taking away that fifth link could mean that each of the four pages that you've linked to get a little bit more ranking authority and influence in the original PageRank algorithm. Look, PageRank is old, very, very old at this point, but at least the theories behind it are not completely gone. So it is the case that if you have a page with tons and tons of links on it, that tends to send out less authority and influence than a page with few links on it, which is why it can definitely pay to do some spring cleaning on your website and clear out any rubbish pages or rubbish links, ones that visitors don't want, that search engines don't want, that you don't care about. Clearing that up can actually have a positive influence. We've seen that on a number of websites where they've cleaned up their information architecture, whittled down their links to just the stuff that matters the most and the pages that matter the most, and then seen increased rankings across the board from all sorts of signals, positive signals, user engagement signals, link signals, context signals that help the engine them rank better.

E. Internal link flow (aka PR sculpting) is rarely effective, and usually has only mild effects... BUT a little of the right internal linking can go a long way.

Then finally, I do want to point out that what was previous called — you probably have heard of it in the SEO world — PageRank sculpting. This was a practice that I'd say from maybe 2003, 2002 to about 2008, 2009, had this life where there would be panel discussions about PageRank sculpting and all these examples of how to do it and software that would crawl your site and show you the ideal PageRank sculpting system to use and which pages to link to and not.

When PageRank was the dominant algorithm inside of Google's ranking system, yeah, it was the case that PageRank sculpting could have some real effect. These days, that is dramatically reduced. It's not entirely gone because of some of these other principles that we've talked about, just having lots of links on a page for no particularly good reason is generally bad and can have harmful effects and having few carefully chosen ones has good effects. But most of the time, internal linking, optimizing internal linking beyond a certain point is not very valuable, not a great value add.

But a little of what I'm calling the right internal linking, that's what we're going to talk about, can go a long way. For example, if you have those orphan pages or pages that are clearly the next step in a process or that users want and they cannot find them or engines can't find them through the link structure, it's bad. Fixing that can have a positive impact.

Ideal internal link structures

So ideally, in an internal linking structure system, you want something kind of like this. This is a very rough illustration here. But the homepage, which has maybe 100 links on it to internal pages. One hop away from that, you've got your 100 different pages of whatever it is, subcategories or category pages, places that can get folks deeper into your website. Then from there, each of those have maybe a maximum of 100 unique links, and they get you 2 hops away from a homepage, which takes you to 10,000 pages who do the same thing.

I. No page should be more than 3 link "hops" away from another (on most small-->medium sites).

Now, the idea behind this is that basically in one, two, three hops, three links away from the homepage and three links away from any page on the site, I can get to up to a million pages. So when you talk about, "How many clicks do I have to get? How far away is this in terms of link distance from any other page on the site?" a great internal linking structure should be able to get you there in three or fewer link hops. If it's a lot more, you might have an internal linking structure that's really creating sort of these long pathways of forcing you to click before you can ever reach something, and that is not ideal, which is why it can make very good sense to build smart categories and subcategories to help people get in there.

I'll give you the most basic example in the world, a traditional blog. In order to reach any post that was published two years ago, I've got to click Next, Next, Next, Next, Next, Next through all this pagination until I finally get there. Or if I've done a really good job with my categories and my subcategories, I can click on the category of that blog post and I can find it very quickly in a list of the last 50 blog posts in that particular category, great, or by author or by tag, however you're doing your navigation.

II. Pages should contain links that visitors will find relevant and useful.

If no one ever clicks on a link, that is a bad signal for your site, and it is a bad signal for Google as well. I don't just mean no one ever. Very, very few people ever and many of them who do click it click the back button because it wasn't what they wanted. That's also a bad sign.

III. Just as no two pages should be targeting the same keyword or searcher intent, likewise no two links should be using the same anchor text to point to different pages. Canonicalize!

For example, if over here I had a shipping routes link that pointed to this page and then another shipping routes link, same anchor text pointing to a separate page, page C, why am I doing that? Why am I creating competition between my own two pages? Why am I having two things that serve the same function or at least to visitors would appear to serve the same function and search engines too? I should canonicalize those. Canonicalize those links, canonicalize those pages. If a page is serving the same intent and keywords, keep it together.

IV. Limit use of the to UGC or specific untrusted external links. It won't help your internal link flow efforts for SEO.

Rel="nofollow" was sort of the classic way that people had been doing PageRank sculpting that we talked about earlier here. I would strongly recommend against using it for that purpose. Google said that they've put in some preventative measures so that links sort of do this leaking PageRank thing, as they call it. I wouldn't stress too much about that, but I certainly wouldn't use

What I would do is if I'm trying to do internal link sculpting, I would just do careful curation of the links and pages that I've got. That is the best way to help your internal link flow. That's things like...

V. Removing low-value content, low-engagement content and creating internal links that people actually do want. That is going to give you the best results.

VI. Don't orphan! Make sure pages that matter have links to (and from) them. Last, but not least, there should never be an orphan. There should never be a page with no links to it, and certainly there should never be a page that is well linked to that isn't linking back out to portions of your site that are of interest or value to visitors and to Google.

So following these practices, I think you can do some awesome internal link analysis, internal link optimization and help your SEO efforts and the value visitors get from your site. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

http://ift.tt/2r3W0DH

#Should SEOs Care About Internal Links? - Whiteboard Friday

[christinesumpmg1]

Should SEOs Care About Internal Links? - Whiteboard Friday

Posted by randfish

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat a little bit about internal links and internal link structures. Now, it is not the most exciting thing in the SEO world, but it's something that you have to get right and getting it wrong can actually cause lots of problems.

Attributes of internal links

So let's start by talking about some of the things that are true about internal links. Internal links, when I say that phrase, what I mean is a link that exists on a website, let's say ABC.com here, that is linking to a page on the same website, so over here, linking to another page on ABC.com. We'll do /A and /B. This is actually my shipping routes page. So you can see I'm linking from A to B with the anchor text "shipping routes."

The idea of an internal link is really initially to drive visitors from one place to another, to show them where they need to go to navigate from one spot on your site to another spot. They're different from internal links only in that, in the HTML code, you're pointing to the same fundamental root domain. In the initial early versions of the internet, that didn't matter all that much, but for SEO, it matters quite a bit because external links are treated very differently from internal links. That is not to say, however, that internal links have no power or no ability to change rankings, to change crawling patterns and to change how a search engine views your site. That's what we need to chat about.

1. Anchor text is something that can be considered. The search engines have generally minimized its importance, but it's certainly something that's in there for internal links.

2. The location on the page actually matters quite a bit, just as it does with external links. Internal links, it's almost more so in that navigation and footers specifically have attributes around internal links that can be problematic.

Those are essentially when Google in particular sees manipulation in the internal link structure, specifically things like you've stuffed anchor text into all of the internal links trying to get this shipping routes page ranking by putting a little link down here in the footer of every single page and then pointing over here trying to game and manipulate us, they hate that. In fact, there is an algorithmic penalty for that kind of stuff, and we can see it very directly.

We've actually run tests where we've observed that jamming this type of anchor text-rich links into footers or into navigation and then removing it gets a site indexed, well let's not say indexed, let's say ranking well and then ranking poorly when you do it. Google reverses that penalty pretty quickly too, which is nice. So if you are not ranking well and you're like, "Oh no, Rand, I've been doing a lot of that," maybe take it away. Your rankings might come right back. That's great.

3. The link target matters obviously from one place to another.

4. The importance of the linking page, this is actually a big one with internal links. So it is generally the case that if a page on your website has lots of external links pointing to it, it gains authority and it has more ability to sort of generate a little bit, not nearly as much as external links, but a little bit of ranking power and influence by linking to other pages. So if you have very well-linked two pages on your site, you should make sure to link out from those to pages on your site that a) need it and b) are actually useful for your users. That's another signal we'll talk about.

5. The relevance of the link, so pointing to my shipping routes page from a page about other types of shipping information, totally great. Pointing to it from my dog food page, well, it doesn't make great sense. Unless I'm talking about shipping routes of dog food specifically, it seems like it's lacking some of that context, and search engines can pick up on that as well.

6. The first link on the page. So this matters mostly in terms of the anchor text, just as it does for external links. Basically, if you are linking in a bunch of different places to this page from this one, Google will usually, at least in all of our experiments so far, count the first anchor text only. So if I have six different links to this and the first link says "Click here," "Click here" is the anchor text that Google is going to apply, not "Click here" and "shipping routes" and "shipping." Those subsequent links won't matter as much.

7. Then the type of link matters too. Obviously, I would recommend that you keep it in the HTML link format rather than trying to do something fancy with JavaScript. Even though Google can technically follow those, it looks to us like they're not treated with quite the same authority and ranking influence. Text is slightly, slightly better than images in our testing, although that testing is a few years old at this point. So maybe image links are treated exactly the same. Either way, do make sure you have that. If you're doing image links, by the way, remember that the alt attribute of that image is what becomes the anchor text of that link.Internal versus external links

A. External links usually give more authority and ranking ability.

That shouldn't be surprising. An external link is like a vote from an independent, hopefully independent, hopefully editorially given website to your website saying, "This is a good place for you to go for this type of information." On your own site, it's like a vote for yourself, so engines don't treat it the same.

B. Anchor text of internal links generally have less influence.

So, as we mentioned, me pointing to my page with the phrase that I want to rank for isn't necessarily a bad thing, but I shouldn't do it in a manipulative way. I shouldn't do it in a way that's going to look spammy or sketchy to visitors, because if visitors stop clicking around my site or engaging with it or they bounce more, I will definitely lose ranking influence much faster than if I simply make those links credible and usable and useful to visitors. Besides, the anchor text of internal links is not as powerful anyway.

C. A lack of internal links can seriously hamper a page's ability to get crawled + ranked.

It is, however, the case that a lack of internal links, like an orphan page that doesn't have many internal or any internal links from the rest of its website, that can really hamper a page's ability to rank. Sometimes it will happen. External links will point to a page. You'll see that page in your analytics or in a report about your links from Moz or Ahrefs or Majestic, and then you go, "Oh my gosh, I'm not linking to that page at all from anywhere else on my site." That's a bad idea. Don't do that. That is definitely problematic.

D. It's still the case, by the way, that, broadly speaking, pages with more links on them will send less link value per link.

So, essentially, you remember the original PageRank formula from Google. It said basically like, "Oh, well, if there are five links, send one-fifth of the PageRank power to each of those, and if there are four links, send one-fourth." Obviously, one-fourth is bigger than one-fifth. So taking away that fifth link could mean that each of the four pages that you've linked to get a little bit more ranking authority and influence in the original PageRank algorithm. Look, PageRank is old, very, very old at this point, but at least the theories behind it are not completely gone. So it is the case that if you have a page with tons and tons of links on it, that tends to send out less authority and influence than a page with few links on it, which is why it can definitely pay to do some spring cleaning on your website and clear out any rubbish pages or rubbish links, ones that visitors don't want, that search engines don't want, that you don't care about. Clearing that up can actually have a positive influence. We've seen that on a number of websites where they've cleaned up their information architecture, whittled down their links to just the stuff that matters the most and the pages that matter the most, and then seen increased rankings across the board from all sorts of signals, positive signals, user engagement signals, link signals, context signals that help the engine them rank better.

E. Internal link flow (aka PR sculpting) is rarely effective, and usually has only mild effects... BUT a little of the right internal linking can go a long way.

Then finally, I do want to point out that what was previous called — you probably have heard of it in the SEO world — PageRank sculpting. This was a practice that I'd say from maybe 2003, 2002 to about 2008, 2009, had this life where there would be panel discussions about PageRank sculpting and all these examples of how to do it and software that would crawl your site and show you the ideal PageRank sculpting system to use and which pages to link to and not.

When PageRank was the dominant algorithm inside of Google's ranking system, yeah, it was the case that PageRank sculpting could have some real effect. These days, that is dramatically reduced. It's not entirely gone because of some of these other principles that we've talked about, just having lots of links on a page for no particularly good reason is generally bad and can have harmful effects and having few carefully chosen ones has good effects. But most of the time, internal linking, optimizing internal linking beyond a certain point is not very valuable, not a great value add.

But a little of what I'm calling the right internal linking, that's what we're going to talk about, can go a long way. For example, if you have those orphan pages or pages that are clearly the next step in a process or that users want and they cannot find them or engines can't find them through the link structure, it's bad. Fixing that can have a positive impact.

Ideal internal link structures

So ideally, in an internal linking structure system, you want something kind of like this. This is a very rough illustration here. But the homepage, which has maybe 100 links on it to internal pages. One hop away from that, you've got your 100 different pages of whatever it is, subcategories or category pages, places that can get folks deeper into your website. Then from there, each of those have maybe a maximum of 100 unique links, and they get you 2 hops away from a homepage, which takes you to 10,000 pages who do the same thing.

I. No page should be more than 3 link "hops" away from another (on most small-->medium sites).

Now, the idea behind this is that basically in one, two, three hops, three links away from the homepage and three links away from any page on the site, I can get to up to a million pages. So when you talk about, "How many clicks do I have to get? How far away is this in terms of link distance from any other page on the site?" a great internal linking structure should be able to get you there in three or fewer link hops. If it's a lot more, you might have an internal linking structure that's really creating sort of these long pathways of forcing you to click before you can ever reach something, and that is not ideal, which is why it can make very good sense to build smart categories and subcategories to help people get in there.

I'll give you the most basic example in the world, a traditional blog. In order to reach any post that was published two years ago, I've got to click Next, Next, Next, Next, Next, Next through all this pagination until I finally get there. Or if I've done a really good job with my categories and my subcategories, I can click on the category of that blog post and I can find it very quickly in a list of the last 50 blog posts in that particular category, great, or by author or by tag, however you're doing your navigation.

II. Pages should contain links that visitors will find relevant and useful.

If no one ever clicks on a link, that is a bad signal for your site, and it is a bad signal for Google as well. I don't just mean no one ever. Very, very few people ever and many of them who do click it click the back button because it wasn't what they wanted. That's also a bad sign.

III. Just as no two pages should be targeting the same keyword or searcher intent, likewise no two links should be using the same anchor text to point to different pages. Canonicalize!

For example, if over here I had a shipping routes link that pointed to this page and then another shipping routes link, same anchor text pointing to a separate page, page C, why am I doing that? Why am I creating competition between my own two pages? Why am I having two things that serve the same function or at least to visitors would appear to serve the same function and search engines too? I should canonicalize those. Canonicalize those links, canonicalize those pages. If a page is serving the same intent and keywords, keep it together.

IV. Limit use of the to UGC or specific untrusted external links. It won't help your internal link flow efforts for SEO.

Rel="nofollow" was sort of the classic way that people had been doing PageRank sculpting that we talked about earlier here. I would strongly recommend against using it for that purpose. Google said that they've put in some preventative measures so that links sort of do this leaking PageRank thing, as they call it. I wouldn't stress too much about that, but I certainly wouldn't use

What I would do is if I'm trying to do internal link sculpting, I would just do careful curation of the links and pages that I've got. That is the best way to help your internal link flow. That's things like...

V. Removing low-value content, low-engagement content and creating internal links that people actually do want. That is going to give you the best results.

VI. Don't orphan! Make sure pages that matter have links to (and from) them. Last, but not least, there should never be an orphan. There should never be a page with no links to it, and certainly there should never be a page that is well linked to that isn't linking back out to portions of your site that are of interest or value to visitors and to Google.

So following these practices, I think you can do some awesome internal link analysis, internal link optimization and help your SEO efforts and the value visitors get from your site. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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#Should SEOs Care About Internal Links? - Whiteboard Friday

[fairchildlingpo1]

Should SEOs Care About Internal Links? - Whiteboard Friday

Posted by randfish

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat a little bit about internal links and internal link structures. Now, it is not the most exciting thing in the SEO world, but it's something that you have to get right and getting it wrong can actually cause lots of problems.

Attributes of internal links

So let's start by talking about some of the things that are true about internal links. Internal links, when I say that phrase, what I mean is a link that exists on a website, let's say ABC.com here, that is linking to a page on the same website, so over here, linking to another page on ABC.com. We'll do /A and /B. This is actually my shipping routes page. So you can see I'm linking from A to B with the anchor text "shipping routes."

The idea of an internal link is really initially to drive visitors from one place to another, to show them where they need to go to navigate from one spot on your site to another spot. They're different from internal links only in that, in the HTML code, you're pointing to the same fundamental root domain. In the initial early versions of the internet, that didn't matter all that much, but for SEO, it matters quite a bit because external links are treated very differently from internal links. That is not to say, however, that internal links have no power or no ability to change rankings, to change crawling patterns and to change how a search engine views your site. That's what we need to chat about.

1. Anchor text is something that can be considered. The search engines have generally minimized its importance, but it's certainly something that's in there for internal links.

2. The location on the page actually matters quite a bit, just as it does with external links. Internal links, it's almost more so in that navigation and footers specifically have attributes around internal links that can be problematic.

Those are essentially when Google in particular sees manipulation in the internal link structure, specifically things like you've stuffed anchor text into all of the internal links trying to get this shipping routes page ranking by putting a little link down here in the footer of every single page and then pointing over here trying to game and manipulate us, they hate that. In fact, there is an algorithmic penalty for that kind of stuff, and we can see it very directly.

We've actually run tests where we've observed that jamming this type of anchor text-rich links into footers or into navigation and then removing it gets a site indexed, well let's not say indexed, let's say ranking well and then ranking poorly when you do it. Google reverses that penalty pretty quickly too, which is nice. So if you are not ranking well and you're like, "Oh no, Rand, I've been doing a lot of that," maybe take it away. Your rankings might come right back. That's great.

3. The link target matters obviously from one place to another.

4. The importance of the linking page, this is actually a big one with internal links. So it is generally the case that if a page on your website has lots of external links pointing to it, it gains authority and it has more ability to sort of generate a little bit, not nearly as much as external links, but a little bit of ranking power and influence by linking to other pages. So if you have very well-linked two pages on your site, you should make sure to link out from those to pages on your site that a) need it and b) are actually useful for your users. That's another signal we'll talk about.

5. The relevance of the link, so pointing to my shipping routes page from a page about other types of shipping information, totally great. Pointing to it from my dog food page, well, it doesn't make great sense. Unless I'm talking about shipping routes of dog food specifically, it seems like it's lacking some of that context, and search engines can pick up on that as well.

6. The first link on the page. So this matters mostly in terms of the anchor text, just as it does for external links. Basically, if you are linking in a bunch of different places to this page from this one, Google will usually, at least in all of our experiments so far, count the first anchor text only. So if I have six different links to this and the first link says "Click here," "Click here" is the anchor text that Google is going to apply, not "Click here" and "shipping routes" and "shipping." Those subsequent links won't matter as much.

7. Then the type of link matters too. Obviously, I would recommend that you keep it in the HTML link format rather than trying to do something fancy with JavaScript. Even though Google can technically follow those, it looks to us like they're not treated with quite the same authority and ranking influence. Text is slightly, slightly better than images in our testing, although that testing is a few years old at this point. So maybe image links are treated exactly the same. Either way, do make sure you have that. If you're doing image links, by the way, remember that the alt attribute of that image is what becomes the anchor text of that link.Internal versus external links

A. External links usually give more authority and ranking ability.

That shouldn't be surprising. An external link is like a vote from an independent, hopefully independent, hopefully editorially given website to your website saying, "This is a good place for you to go for this type of information." On your own site, it's like a vote for yourself, so engines don't treat it the same.

B. Anchor text of internal links generally have less influence.

So, as we mentioned, me pointing to my page with the phrase that I want to rank for isn't necessarily a bad thing, but I shouldn't do it in a manipulative way. I shouldn't do it in a way that's going to look spammy or sketchy to visitors, because if visitors stop clicking around my site or engaging with it or they bounce more, I will definitely lose ranking influence much faster than if I simply make those links credible and usable and useful to visitors. Besides, the anchor text of internal links is not as powerful anyway.

C. A lack of internal links can seriously hamper a page's ability to get crawled + ranked.

It is, however, the case that a lack of internal links, like an orphan page that doesn't have many internal or any internal links from the rest of its website, that can really hamper a page's ability to rank. Sometimes it will happen. External links will point to a page. You'll see that page in your analytics or in a report about your links from Moz or Ahrefs or Majestic, and then you go, "Oh my gosh, I'm not linking to that page at all from anywhere else on my site." That's a bad idea. Don't do that. That is definitely problematic.

D. It's still the case, by the way, that, broadly speaking, pages with more links on them will send less link value per link.

So, essentially, you remember the original PageRank formula from Google. It said basically like, "Oh, well, if there are five links, send one-fifth of the PageRank power to each of those, and if there are four links, send one-fourth." Obviously, one-fourth is bigger than one-fifth. So taking away that fifth link could mean that each of the four pages that you've linked to get a little bit more ranking authority and influence in the original PageRank algorithm. Look, PageRank is old, very, very old at this point, but at least the theories behind it are not completely gone. So it is the case that if you have a page with tons and tons of links on it, that tends to send out less authority and influence than a page with few links on it, which is why it can definitely pay to do some spring cleaning on your website and clear out any rubbish pages or rubbish links, ones that visitors don't want, that search engines don't want, that you don't care about. Clearing that up can actually have a positive influence. We've seen that on a number of websites where they've cleaned up their information architecture, whittled down their links to just the stuff that matters the most and the pages that matter the most, and then seen increased rankings across the board from all sorts of signals, positive signals, user engagement signals, link signals, context signals that help the engine them rank better.

E. Internal link flow (aka PR sculpting) is rarely effective, and usually has only mild effects... BUT a little of the right internal linking can go a long way.

Then finally, I do want to point out that what was previous called — you probably have heard of it in the SEO world — PageRank sculpting. This was a practice that I'd say from maybe 2003, 2002 to about 2008, 2009, had this life where there would be panel discussions about PageRank sculpting and all these examples of how to do it and software that would crawl your site and show you the ideal PageRank sculpting system to use and which pages to link to and not.

When PageRank was the dominant algorithm inside of Google's ranking system, yeah, it was the case that PageRank sculpting could have some real effect. These days, that is dramatically reduced. It's not entirely gone because of some of these other principles that we've talked about, just having lots of links on a page for no particularly good reason is generally bad and can have harmful effects and having few carefully chosen ones has good effects. But most of the time, internal linking, optimizing internal linking beyond a certain point is not very valuable, not a great value add.

But a little of what I'm calling the right internal linking, that's what we're going to talk about, can go a long way. For example, if you have those orphan pages or pages that are clearly the next step in a process or that users want and they cannot find them or engines can't find them through the link structure, it's bad. Fixing that can have a positive impact.

Ideal internal link structures

So ideally, in an internal linking structure system, you want something kind of like this. This is a very rough illustration here. But the homepage, which has maybe 100 links on it to internal pages. One hop away from that, you've got your 100 different pages of whatever it is, subcategories or category pages, places that can get folks deeper into your website. Then from there, each of those have maybe a maximum of 100 unique links, and they get you 2 hops away from a homepage, which takes you to 10,000 pages who do the same thing.

I. No page should be more than 3 link "hops" away from another (on most small-->medium sites).

Now, the idea behind this is that basically in one, two, three hops, three links away from the homepage and three links away from any page on the site, I can get to up to a million pages. So when you talk about, "How many clicks do I have to get? How far away is this in terms of link distance from any other page on the site?" a great internal linking structure should be able to get you there in three or fewer link hops. If it's a lot more, you might have an internal linking structure that's really creating sort of these long pathways of forcing you to click before you can ever reach something, and that is not ideal, which is why it can make very good sense to build smart categories and subcategories to help people get in there.

I'll give you the most basic example in the world, a traditional blog. In order to reach any post that was published two years ago, I've got to click Next, Next, Next, Next, Next, Next through all this pagination until I finally get there. Or if I've done a really good job with my categories and my subcategories, I can click on the category of that blog post and I can find it very quickly in a list of the last 50 blog posts in that particular category, great, or by author or by tag, however you're doing your navigation.

II. Pages should contain links that visitors will find relevant and useful.

If no one ever clicks on a link, that is a bad signal for your site, and it is a bad signal for Google as well. I don't just mean no one ever. Very, very few people ever and many of them who do click it click the back button because it wasn't what they wanted. That's also a bad sign.

III. Just as no two pages should be targeting the same keyword or searcher intent, likewise no two links should be using the same anchor text to point to different pages. Canonicalize!

For example, if over here I had a shipping routes link that pointed to this page and then another shipping routes link, same anchor text pointing to a separate page, page C, why am I doing that? Why am I creating competition between my own two pages? Why am I having two things that serve the same function or at least to visitors would appear to serve the same function and search engines too? I should canonicalize those. Canonicalize those links, canonicalize those pages. If a page is serving the same intent and keywords, keep it together.

IV. Limit use of the to UGC or specific untrusted external links. It won't help your internal link flow efforts for SEO.

Rel="nofollow" was sort of the classic way that people had been doing PageRank sculpting that we talked about earlier here. I would strongly recommend against using it for that purpose. Google said that they've put in some preventative measures so that links sort of do this leaking PageRank thing, as they call it. I wouldn't stress too much about that, but I certainly wouldn't use

What I would do is if I'm trying to do internal link sculpting, I would just do careful curation of the links and pages that I've got. That is the best way to help your internal link flow. That's things like...

V. Removing low-value content, low-engagement content and creating internal links that people actually do want. That is going to give you the best results.

VI. Don't orphan! Make sure pages that matter have links to (and from) them. Last, but not least, there should never be an orphan. There should never be a page with no links to it, and certainly there should never be a page that is well linked to that isn't linking back out to portions of your site that are of interest or value to visitors and to Google.

So following these practices, I think you can do some awesome internal link analysis, internal link optimization and help your SEO efforts and the value visitors get from your site. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

http://ift.tt/2r3W0DH

#Should SEOs Care About Internal Links? - Whiteboard Friday

[maryhare96]

Should SEOs Care About Internal Links? - Whiteboard Friday

Posted by randfish

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat a little bit about internal links and internal link structures. Now, it is not the most exciting thing in the SEO world, but it's something that you have to get right and getting it wrong can actually cause lots of problems.

Attributes of internal links

So let's start by talking about some of the things that are true about internal links. Internal links, when I say that phrase, what I mean is a link that exists on a website, let's say ABC.com here, that is linking to a page on the same website, so over here, linking to another page on ABC.com. We'll do /A and /B. This is actually my shipping routes page. So you can see I'm linking from A to B with the anchor text "shipping routes."

The idea of an internal link is really initially to drive visitors from one place to another, to show them where they need to go to navigate from one spot on your site to another spot. They're different from internal links only in that, in the HTML code, you're pointing to the same fundamental root domain. In the initial early versions of the internet, that didn't matter all that much, but for SEO, it matters quite a bit because external links are treated very differently from internal links. That is not to say, however, that internal links have no power or no ability to change rankings, to change crawling patterns and to change how a search engine views your site. That's what we need to chat about.

1. Anchor text is something that can be considered. The search engines have generally minimized its importance, but it's certainly something that's in there for internal links.

2. The location on the page actually matters quite a bit, just as it does with external links. Internal links, it's almost more so in that navigation and footers specifically have attributes around internal links that can be problematic.

Those are essentially when Google in particular sees manipulation in the internal link structure, specifically things like you've stuffed anchor text into all of the internal links trying to get this shipping routes page ranking by putting a little link down here in the footer of every single page and then pointing over here trying to game and manipulate us, they hate that. In fact, there is an algorithmic penalty for that kind of stuff, and we can see it very directly.

We've actually run tests where we've observed that jamming this type of anchor text-rich links into footers or into navigation and then removing it gets a site indexed, well let's not say indexed, let's say ranking well and then ranking poorly when you do it. Google reverses that penalty pretty quickly too, which is nice. So if you are not ranking well and you're like, "Oh no, Rand, I've been doing a lot of that," maybe take it away. Your rankings might come right back. That's great.

3. The link target matters obviously from one place to another.

4. The importance of the linking page, this is actually a big one with internal links. So it is generally the case that if a page on your website has lots of external links pointing to it, it gains authority and it has more ability to sort of generate a little bit, not nearly as much as external links, but a little bit of ranking power and influence by linking to other pages. So if you have very well-linked two pages on your site, you should make sure to link out from those to pages on your site that a) need it and b) are actually useful for your users. That's another signal we'll talk about.

5. The relevance of the link, so pointing to my shipping routes page from a page about other types of shipping information, totally great. Pointing to it from my dog food page, well, it doesn't make great sense. Unless I'm talking about shipping routes of dog food specifically, it seems like it's lacking some of that context, and search engines can pick up on that as well.

6. The first link on the page. So this matters mostly in terms of the anchor text, just as it does for external links. Basically, if you are linking in a bunch of different places to this page from this one, Google will usually, at least in all of our experiments so far, count the first anchor text only. So if I have six different links to this and the first link says "Click here," "Click here" is the anchor text that Google is going to apply, not "Click here" and "shipping routes" and "shipping." Those subsequent links won't matter as much.

7. Then the type of link matters too. Obviously, I would recommend that you keep it in the HTML link format rather than trying to do something fancy with JavaScript. Even though Google can technically follow those, it looks to us like they're not treated with quite the same authority and ranking influence. Text is slightly, slightly better than images in our testing, although that testing is a few years old at this point. So maybe image links are treated exactly the same. Either way, do make sure you have that. If you're doing image links, by the way, remember that the alt attribute of that image is what becomes the anchor text of that link.Internal versus external links

A. External links usually give more authority and ranking ability.

That shouldn't be surprising. An external link is like a vote from an independent, hopefully independent, hopefully editorially given website to your website saying, "This is a good place for you to go for this type of information." On your own site, it's like a vote for yourself, so engines don't treat it the same.

B. Anchor text of internal links generally have less influence.

So, as we mentioned, me pointing to my page with the phrase that I want to rank for isn't necessarily a bad thing, but I shouldn't do it in a manipulative way. I shouldn't do it in a way that's going to look spammy or sketchy to visitors, because if visitors stop clicking around my site or engaging with it or they bounce more, I will definitely lose ranking influence much faster than if I simply make those links credible and usable and useful to visitors. Besides, the anchor text of internal links is not as powerful anyway.

C. A lack of internal links can seriously hamper a page's ability to get crawled + ranked.

It is, however, the case that a lack of internal links, like an orphan page that doesn't have many internal or any internal links from the rest of its website, that can really hamper a page's ability to rank. Sometimes it will happen. External links will point to a page. You'll see that page in your analytics or in a report about your links from Moz or Ahrefs or Majestic, and then you go, "Oh my gosh, I'm not linking to that page at all from anywhere else on my site." That's a bad idea. Don't do that. That is definitely problematic.

D. It's still the case, by the way, that, broadly speaking, pages with more links on them will send less link value per link.

So, essentially, you remember the original PageRank formula from Google. It said basically like, "Oh, well, if there are five links, send one-fifth of the PageRank power to each of those, and if there are four links, send one-fourth." Obviously, one-fourth is bigger than one-fifth. So taking away that fifth link could mean that each of the four pages that you've linked to get a little bit more ranking authority and influence in the original PageRank algorithm. Look, PageRank is old, very, very old at this point, but at least the theories behind it are not completely gone. So it is the case that if you have a page with tons and tons of links on it, that tends to send out less authority and influence than a page with few links on it, which is why it can definitely pay to do some spring cleaning on your website and clear out any rubbish pages or rubbish links, ones that visitors don't want, that search engines don't want, that you don't care about. Clearing that up can actually have a positive influence. We've seen that on a number of websites where they've cleaned up their information architecture, whittled down their links to just the stuff that matters the most and the pages that matter the most, and then seen increased rankings across the board from all sorts of signals, positive signals, user engagement signals, link signals, context signals that help the engine them rank better.

E. Internal link flow (aka PR sculpting) is rarely effective, and usually has only mild effects... BUT a little of the right internal linking can go a long way.

Then finally, I do want to point out that what was previous called — you probably have heard of it in the SEO world — PageRank sculpting. This was a practice that I'd say from maybe 2003, 2002 to about 2008, 2009, had this life where there would be panel discussions about PageRank sculpting and all these examples of how to do it and software that would crawl your site and show you the ideal PageRank sculpting system to use and which pages to link to and not.

When PageRank was the dominant algorithm inside of Google's ranking system, yeah, it was the case that PageRank sculpting could have some real effect. These days, that is dramatically reduced. It's not entirely gone because of some of these other principles that we've talked about, just having lots of links on a page for no particularly good reason is generally bad and can have harmful effects and having few carefully chosen ones has good effects. But most of the time, internal linking, optimizing internal linking beyond a certain point is not very valuable, not a great value add.

But a little of what I'm calling the right internal linking, that's what we're going to talk about, can go a long way. For example, if you have those orphan pages or pages that are clearly the next step in a process or that users want and they cannot find them or engines can't find them through the link structure, it's bad. Fixing that can have a positive impact.

Ideal internal link structures

So ideally, in an internal linking structure system, you want something kind of like this. This is a very rough illustration here. But the homepage, which has maybe 100 links on it to internal pages. One hop away from that, you've got your 100 different pages of whatever it is, subcategories or category pages, places that can get folks deeper into your website. Then from there, each of those have maybe a maximum of 100 unique links, and they get you 2 hops away from a homepage, which takes you to 10,000 pages who do the same thing.

I. No page should be more than 3 link "hops" away from another (on most small-->medium sites).

Now, the idea behind this is that basically in one, two, three hops, three links away from the homepage and three links away from any page on the site, I can get to up to a million pages. So when you talk about, "How many clicks do I have to get? How far away is this in terms of link distance from any other page on the site?" a great internal linking structure should be able to get you there in three or fewer link hops. If it's a lot more, you might have an internal linking structure that's really creating sort of these long pathways of forcing you to click before you can ever reach something, and that is not ideal, which is why it can make very good sense to build smart categories and subcategories to help people get in there.

I'll give you the most basic example in the world, a traditional blog. In order to reach any post that was published two years ago, I've got to click Next, Next, Next, Next, Next, Next through all this pagination until I finally get there. Or if I've done a really good job with my categories and my subcategories, I can click on the category of that blog post and I can find it very quickly in a list of the last 50 blog posts in that particular category, great, or by author or by tag, however you're doing your navigation.

II. Pages should contain links that visitors will find relevant and useful.

If no one ever clicks on a link, that is a bad signal for your site, and it is a bad signal for Google as well. I don't just mean no one ever. Very, very few people ever and many of them who do click it click the back button because it wasn't what they wanted. That's also a bad sign.

III. Just as no two pages should be targeting the same keyword or searcher intent, likewise no two links should be using the same anchor text to point to different pages. Canonicalize!

For example, if over here I had a shipping routes link that pointed to this page and then another shipping routes link, same anchor text pointing to a separate page, page C, why am I doing that? Why am I creating competition between my own two pages? Why am I having two things that serve the same function or at least to visitors would appear to serve the same function and search engines too? I should canonicalize those. Canonicalize those links, canonicalize those pages. If a page is serving the same intent and keywords, keep it together.

IV. Limit use of the to UGC or specific untrusted external links. It won't help your internal link flow efforts for SEO.

Rel="nofollow" was sort of the classic way that people had been doing PageRank sculpting that we talked about earlier here. I would strongly recommend against using it for that purpose. Google said that they've put in some preventative measures so that links sort of do this leaking PageRank thing, as they call it. I wouldn't stress too much about that, but I certainly wouldn't use

What I would do is if I'm trying to do internal link sculpting, I would just do careful curation of the links and pages that I've got. That is the best way to help your internal link flow. That's things like...

V. Removing low-value content, low-engagement content and creating internal links that people actually do want. That is going to give you the best results.

VI. Don't orphan! Make sure pages that matter have links to (and from) them. Last, but not least, there should never be an orphan. There should never be a page with no links to it, and certainly there should never be a page that is well linked to that isn't linking back out to portions of your site that are of interest or value to visitors and to Google.

So following these practices, I think you can do some awesome internal link analysis, internal link optimization and help your SEO efforts and the value visitors get from your site. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

http://ift.tt/2r3W0DH

#Should SEOs Care About Internal Links? - Whiteboard Friday

[dainiaolivahm]

Should SEOs Care About Internal Links? - Whiteboard Friday

Posted by randfish

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat a little bit about internal links and internal link structures. Now, it is not the most exciting thing in the SEO world, but it's something that you have to get right and getting it wrong can actually cause lots of problems.

Attributes of internal links

So let's start by talking about some of the things that are true about internal links. Internal links, when I say that phrase, what I mean is a link that exists on a website, let's say ABC.com here, that is linking to a page on the same website, so over here, linking to another page on ABC.com. We'll do /A and /B. This is actually my shipping routes page. So you can see I'm linking from A to B with the anchor text "shipping routes."

The idea of an internal link is really initially to drive visitors from one place to another, to show them where they need to go to navigate from one spot on your site to another spot. They're different from internal links only in that, in the HTML code, you're pointing to the same fundamental root domain. In the initial early versions of the internet, that didn't matter all that much, but for SEO, it matters quite a bit because external links are treated very differently from internal links. That is not to say, however, that internal links have no power or no ability to change rankings, to change crawling patterns and to change how a search engine views your site. That's what we need to chat about.

1. Anchor text is something that can be considered. The search engines have generally minimized its importance, but it's certainly something that's in there for internal links.

2. The location on the page actually matters quite a bit, just as it does with external links. Internal links, it's almost more so in that navigation and footers specifically have attributes around internal links that can be problematic.

Those are essentially when Google in particular sees manipulation in the internal link structure, specifically things like you've stuffed anchor text into all of the internal links trying to get this shipping routes page ranking by putting a little link down here in the footer of every single page and then pointing over here trying to game and manipulate us, they hate that. In fact, there is an algorithmic penalty for that kind of stuff, and we can see it very directly.

We've actually run tests where we've observed that jamming this type of anchor text-rich links into footers or into navigation and then removing it gets a site indexed, well let's not say indexed, let's say ranking well and then ranking poorly when you do it. Google reverses that penalty pretty quickly too, which is nice. So if you are not ranking well and you're like, "Oh no, Rand, I've been doing a lot of that," maybe take it away. Your rankings might come right back. That's great.

3. The link target matters obviously from one place to another.

4. The importance of the linking page, this is actually a big one with internal links. So it is generally the case that if a page on your website has lots of external links pointing to it, it gains authority and it has more ability to sort of generate a little bit, not nearly as much as external links, but a little bit of ranking power and influence by linking to other pages. So if you have very well-linked two pages on your site, you should make sure to link out from those to pages on your site that a) need it and b) are actually useful for your users. That's another signal we'll talk about.

5. The relevance of the link, so pointing to my shipping routes page from a page about other types of shipping information, totally great. Pointing to it from my dog food page, well, it doesn't make great sense. Unless I'm talking about shipping routes of dog food specifically, it seems like it's lacking some of that context, and search engines can pick up on that as well.

6. The first link on the page. So this matters mostly in terms of the anchor text, just as it does for external links. Basically, if you are linking in a bunch of different places to this page from this one, Google will usually, at least in all of our experiments so far, count the first anchor text only. So if I have six different links to this and the first link says "Click here," "Click here" is the anchor text that Google is going to apply, not "Click here" and "shipping routes" and "shipping." Those subsequent links won't matter as much.

7. Then the type of link matters too. Obviously, I would recommend that you keep it in the HTML link format rather than trying to do something fancy with JavaScript. Even though Google can technically follow those, it looks to us like they're not treated with quite the same authority and ranking influence. Text is slightly, slightly better than images in our testing, although that testing is a few years old at this point. So maybe image links are treated exactly the same. Either way, do make sure you have that. If you're doing image links, by the way, remember that the alt attribute of that image is what becomes the anchor text of that link.Internal versus external links

A. External links usually give more authority and ranking ability.

That shouldn't be surprising. An external link is like a vote from an independent, hopefully independent, hopefully editorially given website to your website saying, "This is a good place for you to go for this type of information." On your own site, it's like a vote for yourself, so engines don't treat it the same.

B. Anchor text of internal links generally have less influence.

So, as we mentioned, me pointing to my page with the phrase that I want to rank for isn't necessarily a bad thing, but I shouldn't do it in a manipulative way. I shouldn't do it in a way that's going to look spammy or sketchy to visitors, because if visitors stop clicking around my site or engaging with it or they bounce more, I will definitely lose ranking influence much faster than if I simply make those links credible and usable and useful to visitors. Besides, the anchor text of internal links is not as powerful anyway.

C. A lack of internal links can seriously hamper a page's ability to get crawled + ranked.

It is, however, the case that a lack of internal links, like an orphan page that doesn't have many internal or any internal links from the rest of its website, that can really hamper a page's ability to rank. Sometimes it will happen. External links will point to a page. You'll see that page in your analytics or in a report about your links from Moz or Ahrefs or Majestic, and then you go, "Oh my gosh, I'm not linking to that page at all from anywhere else on my site." That's a bad idea. Don't do that. That is definitely problematic.

D. It's still the case, by the way, that, broadly speaking, pages with more links on them will send less link value per link.

So, essentially, you remember the original PageRank formula from Google. It said basically like, "Oh, well, if there are five links, send one-fifth of the PageRank power to each of those, and if there are four links, send one-fourth." Obviously, one-fourth is bigger than one-fifth. So taking away that fifth link could mean that each of the four pages that you've linked to get a little bit more ranking authority and influence in the original PageRank algorithm. Look, PageRank is old, very, very old at this point, but at least the theories behind it are not completely gone. So it is the case that if you have a page with tons and tons of links on it, that tends to send out less authority and influence than a page with few links on it, which is why it can definitely pay to do some spring cleaning on your website and clear out any rubbish pages or rubbish links, ones that visitors don't want, that search engines don't want, that you don't care about. Clearing that up can actually have a positive influence. We've seen that on a number of websites where they've cleaned up their information architecture, whittled down their links to just the stuff that matters the most and the pages that matter the most, and then seen increased rankings across the board from all sorts of signals, positive signals, user engagement signals, link signals, context signals that help the engine them rank better.

E. Internal link flow (aka PR sculpting) is rarely effective, and usually has only mild effects... BUT a little of the right internal linking can go a long way.

Then finally, I do want to point out that what was previous called — you probably have heard of it in the SEO world — PageRank sculpting. This was a practice that I'd say from maybe 2003, 2002 to about 2008, 2009, had this life where there would be panel discussions about PageRank sculpting and all these examples of how to do it and software that would crawl your site and show you the ideal PageRank sculpting system to use and which pages to link to and not.

When PageRank was the dominant algorithm inside of Google's ranking system, yeah, it was the case that PageRank sculpting could have some real effect. These days, that is dramatically reduced. It's not entirely gone because of some of these other principles that we've talked about, just having lots of links on a page for no particularly good reason is generally bad and can have harmful effects and having few carefully chosen ones has good effects. But most of the time, internal linking, optimizing internal linking beyond a certain point is not very valuable, not a great value add.

But a little of what I'm calling the right internal linking, that's what we're going to talk about, can go a long way. For example, if you have those orphan pages or pages that are clearly the next step in a process or that users want and they cannot find them or engines can't find them through the link structure, it's bad. Fixing that can have a positive impact.

Ideal internal link structures

So ideally, in an internal linking structure system, you want something kind of like this. This is a very rough illustration here. But the homepage, which has maybe 100 links on it to internal pages. One hop away from that, you've got your 100 different pages of whatever it is, subcategories or category pages, places that can get folks deeper into your website. Then from there, each of those have maybe a maximum of 100 unique links, and they get you 2 hops away from a homepage, which takes you to 10,000 pages who do the same thing.

I. No page should be more than 3 link "hops" away from another (on most small-->medium sites).

Now, the idea behind this is that basically in one, two, three hops, three links away from the homepage and three links away from any page on the site, I can get to up to a million pages. So when you talk about, "How many clicks do I have to get? How far away is this in terms of link distance from any other page on the site?" a great internal linking structure should be able to get you there in three or fewer link hops. If it's a lot more, you might have an internal linking structure that's really creating sort of these long pathways of forcing you to click before you can ever reach something, and that is not ideal, which is why it can make very good sense to build smart categories and subcategories to help people get in there.

I'll give you the most basic example in the world, a traditional blog. In order to reach any post that was published two years ago, I've got to click Next, Next, Next, Next, Next, Next through all this pagination until I finally get there. Or if I've done a really good job with my categories and my subcategories, I can click on the category of that blog post and I can find it very quickly in a list of the last 50 blog posts in that particular category, great, or by author or by tag, however you're doing your navigation.

II. Pages should contain links that visitors will find relevant and useful.

If no one ever clicks on a link, that is a bad signal for your site, and it is a bad signal for Google as well. I don't just mean no one ever. Very, very few people ever and many of them who do click it click the back button because it wasn't what they wanted. That's also a bad sign.

III. Just as no two pages should be targeting the same keyword or searcher intent, likewise no two links should be using the same anchor text to point to different pages. Canonicalize!

For example, if over here I had a shipping routes link that pointed to this page and then another shipping routes link, same anchor text pointing to a separate page, page C, why am I doing that? Why am I creating competition between my own two pages? Why am I having two things that serve the same function or at least to visitors would appear to serve the same function and search engines too? I should canonicalize those. Canonicalize those links, canonicalize those pages. If a page is serving the same intent and keywords, keep it together.

IV. Limit use of the to UGC or specific untrusted external links. It won't help your internal link flow efforts for SEO.

Rel="nofollow" was sort of the classic way that people had been doing PageRank sculpting that we talked about earlier here. I would strongly recommend against using it for that purpose. Google said that they've put in some preventative measures so that links sort of do this leaking PageRank thing, as they call it. I wouldn't stress too much about that, but I certainly wouldn't use

What I would do is if I'm trying to do internal link sculpting, I would just do careful curation of the links and pages that I've got. That is the best way to help your internal link flow. That's things like...

V. Removing low-value content, low-engagement content and creating internal links that people actually do want. That is going to give you the best results.

VI. Don't orphan! Make sure pages that matter have links to (and from) them. Last, but not least, there should never be an orphan. There should never be a page with no links to it, and certainly there should never be a page that is well linked to that isn't linking back out to portions of your site that are of interest or value to visitors and to Google.

So following these practices, I think you can do some awesome internal link analysis, internal link optimization and help your SEO efforts and the value visitors get from your site. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

http://ift.tt/2r3W0DH

#Should SEOs Care About Internal Links? - Whiteboard Friday

[mariasolemarionqi]

Should SEOs Care About Internal Links? - Whiteboard Friday

Posted by randfish

Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat a little bit about internal links and internal link structures. Now, it is not the most exciting thing in the SEO world, but it's something that you have to get right and getting it wrong can actually cause lots of problems.

Attributes of internal links

So let's start by talking about some of the things that are true about internal links. Internal links, when I say that phrase, what I mean is a link that exists on a website, let's say ABC.com here, that is linking to a page on the same website, so over here, linking to another page on ABC.com. We'll do /A and /B. This is actually my shipping routes page. So you can see I'm linking from A to B with the anchor text "shipping routes."

The idea of an internal link is really initially to drive visitors from one place to another, to show them where they need to go to navigate from one spot on your site to another spot. They're different from internal links only in that, in the HTML code, you're pointing to the same fundamental root domain. In the initial early versions of the internet, that didn't matter all that much, but for SEO, it matters quite a bit because external links are treated very differently from internal links. That is not to say, however, that internal links have no power or no ability to change rankings, to change crawling patterns and to change how a search engine views your site. That's what we need to chat about.

1. Anchor text is something that can be considered. The search engines have generally minimized its importance, but it's certainly something that's in there for internal links.

2. The location on the page actually matters quite a bit, just as it does with external links. Internal links, it's almost more so in that navigation and footers specifically have attributes around internal links that can be problematic.

Those are essentially when Google in particular sees manipulation in the internal link structure, specifically things like you've stuffed anchor text into all of the internal links trying to get this shipping routes page ranking by putting a little link down here in the footer of every single page and then pointing over here trying to game and manipulate us, they hate that. In fact, there is an algorithmic penalty for that kind of stuff, and we can see it very directly.

We've actually run tests where we've observed that jamming this type of anchor text-rich links into footers or into navigation and then removing it gets a site indexed, well let's not say indexed, let's say ranking well and then ranking poorly when you do it. Google reverses that penalty pretty quickly too, which is nice. So if you are not ranking well and you're like, "Oh no, Rand, I've been doing a lot of that," maybe take it away. Your rankings might come right back. That's great.

3. The link target matters obviously from one place to another.

4. The importance of the linking page, this is actually a big one with internal links. So it is generally the case that if a page on your website has lots of external links pointing to it, it gains authority and it has more ability to sort of generate a little bit, not nearly as much as external links, but a little bit of ranking power and influence by linking to other pages. So if you have very well-linked two pages on your site, you should make sure to link out from those to pages on your site that a) need it and b) are actually useful for your users. That's another signal we'll talk about.

5. The relevance of the link, so pointing to my shipping routes page from a page about other types of shipping information, totally great. Pointing to it from my dog food page, well, it doesn't make great sense. Unless I'm talking about shipping routes of dog food specifically, it seems like it's lacking some of that context, and search engines can pick up on that as well.

6. The first link on the page. So this matters mostly in terms of the anchor text, just as it does for external links. Basically, if you are linking in a bunch of different places to this page from this one, Google will usually, at least in all of our experiments so far, count the first anchor text only. So if I have six different links to this and the first link says "Click here," "Click here" is the anchor text that Google is going to apply, not "Click here" and "shipping routes" and "shipping." Those subsequent links won't matter as much.

7. Then the type of link matters too. Obviously, I would recommend that you keep it in the HTML link format rather than trying to do something fancy with JavaScript. Even though Google can technically follow those, it looks to us like they're not treated with quite the same authority and ranking influence. Text is slightly, slightly better than images in our testing, although that testing is a few years old at this point. So maybe image links are treated exactly the same. Either way, do make sure you have that. If you're doing image links, by the way, remember that the alt attribute of that image is what becomes the anchor text of that link.Internal versus external links

A. External links usually give more authority and ranking ability.

That shouldn't be surprising. An external link is like a vote from an independent, hopefully independent, hopefully editorially given website to your website saying, "This is a good place for you to go for this type of information." On your own site, it's like a vote for yourself, so engines don't treat it the same.

B. Anchor text of internal links generally have less influence.

So, as we mentioned, me pointing to my page with the phrase that I want to rank for isn't necessarily a bad thing, but I shouldn't do it in a manipulative way. I shouldn't do it in a way that's going to look spammy or sketchy to visitors, because if visitors stop clicking around my site or engaging with it or they bounce more, I will definitely lose ranking influence much faster than if I simply make those links credible and usable and useful to visitors. Besides, the anchor text of internal links is not as powerful anyway.

C. A lack of internal links can seriously hamper a page's ability to get crawled + ranked.

It is, however, the case that a lack of internal links, like an orphan page that doesn't have many internal or any internal links from the rest of its website, that can really hamper a page's ability to rank. Sometimes it will happen. External links will point to a page. You'll see that page in your analytics or in a report about your links from Moz or Ahrefs or Majestic, and then you go, "Oh my gosh, I'm not linking to that page at all from anywhere else on my site." That's a bad idea. Don't do that. That is definitely problematic.

D. It's still the case, by the way, that, broadly speaking, pages with more links on them will send less link value per link.

So, essentially, you remember the original PageRank formula from Google. It said basically like, "Oh, well, if there are five links, send one-fifth of the PageRank power to each of those, and if there are four links, send one-fourth." Obviously, one-fourth is bigger than one-fifth. So taking away that fifth link could mean that each of the four pages that you've linked to get a little bit more ranking authority and influence in the original PageRank algorithm. Look, PageRank is old, very, very old at this point, but at least the theories behind it are not completely gone. So it is the case that if you have a page with tons and tons of links on it, that tends to send out less authority and influence than a page with few links on it, which is why it can definitely pay to do some spring cleaning on your website and clear out any rubbish pages or rubbish links, ones that visitors don't want, that search engines don't want, that you don't care about. Clearing that up can actually have a positive influence. We've seen that on a number of websites where they've cleaned up their information architecture, whittled down their links to just the stuff that matters the most and the pages that matter the most, and then seen increased rankings across the board from all sorts of signals, positive signals, user engagement signals, link signals, context signals that help the engine them rank better.

E. Internal link flow (aka PR sculpting) is rarely effective, and usually has only mild effects... BUT a little of the right internal linking can go a long way.

Then finally, I do want to point out that what was previous called — you probably have heard of it in the SEO world — PageRank sculpting. This was a practice that I'd say from maybe 2003, 2002 to about 2008, 2009, had this life where there would be panel discussions about PageRank sculpting and all these examples of how to do it and software that would crawl your site and show you the ideal PageRank sculpting system to use and which pages to link to and not.

When PageRank was the dominant algorithm inside of Google's ranking system, yeah, it was the case that PageRank sculpting could have some real effect. These days, that is dramatically reduced. It's not entirely gone because of some of these other principles that we've talked about, just having lots of links on a page for no particularly good reason is generally bad and can have harmful effects and having few carefully chosen ones has good effects. But most of the time, internal linking, optimizing internal linking beyond a certain point is not very valuable, not a great value add.

But a little of what I'm calling the right internal linking, that's what we're going to talk about, can go a long way. For example, if you have those orphan pages or pages that are clearly the next step in a process or that users want and they cannot find them or engines can't find them through the link structure, it's bad. Fixing that can have a positive impact.

Ideal internal link structures

So ideally, in an internal linking structure system, you want something kind of like this. This is a very rough illustration here. But the homepage, which has maybe 100 links on it to internal pages. One hop away from that, you've got your 100 different pages of whatever it is, subcategories or category pages, places that can get folks deeper into your website. Then from there, each of those have maybe a maximum of 100 unique links, and they get you 2 hops away from a homepage, which takes you to 10,000 pages who do the same thing.

I. No page should be more than 3 link "hops" away from another (on most small-->medium sites).

Now, the idea behind this is that basically in one, two, three hops, three links away from the homepage and three links away from any page on the site, I can get to up to a million pages. So when you talk about, "How many clicks do I have to get? How far away is this in terms of link distance from any other page on the site?" a great internal linking structure should be able to get you there in three or fewer link hops. If it's a lot more, you might have an internal linking structure that's really creating sort of these long pathways of forcing you to click before you can ever reach something, and that is not ideal, which is why it can make very good sense to build smart categories and subcategories to help people get in there.

I'll give you the most basic example in the world, a traditional blog. In order to reach any post that was published two years ago, I've got to click Next, Next, Next, Next, Next, Next through all this pagination until I finally get there. Or if I've done a really good job with my categories and my subcategories, I can click on the category of that blog post and I can find it very quickly in a list of the last 50 blog posts in that particular category, great, or by author or by tag, however you're doing your navigation.

II. Pages should contain links that visitors will find relevant and useful.

If no one ever clicks on a link, that is a bad signal for your site, and it is a bad signal for Google as well. I don't just mean no one ever. Very, very few people ever and many of them who do click it click the back button because it wasn't what they wanted. That's also a bad sign.

III. Just as no two pages should be targeting the same keyword or searcher intent, likewise no two links should be using the same anchor text to point to different pages. Canonicalize!

For example, if over here I had a shipping routes link that pointed to this page and then another shipping routes link, same anchor text pointing to a separate page, page C, why am I doing that? Why am I creating competition between my own two pages? Why am I having two things that serve the same function or at least to visitors would appear to serve the same function and search engines too? I should canonicalize those. Canonicalize those links, canonicalize those pages. If a page is serving the same intent and keywords, keep it together.

IV. Limit use of the to UGC or specific untrusted external links. It won't help your internal link flow efforts for SEO.

Rel="nofollow" was sort of the classic way that people had been doing PageRank sculpting that we talked about earlier here. I would strongly recommend against using it for that purpose. Google said that they've put in some preventative measures so that links sort of do this leaking PageRank thing, as they call it. I wouldn't stress too much about that, but I certainly wouldn't use

What I would do is if I'm trying to do internal link sculpting, I would just do careful curation of the links and pages that I've got. That is the best way to help your internal link flow. That's things like...

V. Removing low-value content, low-engagement content and creating internal links that people actually do want. That is going to give you the best results.

VI. Don't orphan! Make sure pages that matter have links to (and from) them. Last, but not least, there should never be an orphan. There should never be a page with no links to it, and certainly there should never be a page that is well linked to that isn't linking back out to portions of your site that are of interest or value to visitors and to Google.

So following these practices, I think you can do some awesome internal link analysis, internal link optimization and help your SEO efforts and the value visitors get from your site. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

http://ift.tt/2r3W0DH

#Should SEOs Care About Internal Links? - Whiteboard Friday