Downstream Juicing – Why You Should Send Powerful Backlinks To Unimportant Pages
So today I wanted to fire off a quick little post about a new piece of SEO that I am becoming more and more aware of as being important.
This is nothing crazy but something that can dramatically increase your results and even claim you the number 1 spot for certain “broad” keywords that have tons of traffic.
Also I just wanted to drop in a picture of Hillary Clinton mixed with Donald Trump that I just found:
Always make sure to include fully optimized pictures of Donald Clump for maximum ranking potential 😉
Ok I’m just kidding but anyways let’s get to the point.
What The Hell Is Downstream Juicing
“Downstream Juicing” (I think I just coined this term) is the concept of sending powerful backlinks(ie. PBN links) to pages that you don’t necessarily want to rank.
So what does this mean exactly? Why would you want to send valuable link juice to pages that you don’t even want to rank necessarily and/or are not even targeting high volume, valuable keywords?
The reason you should send links to pages that are not targeting super valuable keywords is because Google is always looking at the entirety of your site and not just one page necessarily.
In the context of a silo you must remember to juice up pages downstream from your broad keywords if you want to rank for them.
The Diagram Explained
In the diagram you can see we have a big topic page(green circle) and several smaller subpages(black circles) targeting more specific product keywords.
The blue represents backlinks coming into the site.
Even if you are just looking to rank mainly for the broad topic kw(rank that one main page), you should remember to juice up those pages below it in the silo hirearchy.
How Google Interprets This
When Google is looking at your website, and deciding how “high quality” it would be for a user(and if they actually want to send users there ie. rank your website highly), they don’t look just at the one page targeting the keyword that is typed into Google, they also look at where that page is linking to (specifically in the content).
If you have tons of other pages on your site that are relevant to the topic, with even more specific detailed info on the subject, that are also being linked to directly in the content of the “broader” page, Google is going to think your site is a lot more high quality.
Google thinks…”Well gee, if I send somebody to this page and they don’t like exactly what’s on this one particular page, there are a bunch more subpages linked that drill down into more specific subsets of this topic anyways, and they’re likely to find some help/answers/info that they want there”.
This type of setup with multiple levels of pages that drill down into different facets of a topic/product set/niche are great and any page that has this setup is going to look WAY better than a site that does not go into detail like this(all other things being equal, of course).
But of course, you have to remember to SEND POWERFUL BACKLINKS to these smaller, “insignificant” pages as well.
I can tell you this from very recent experience that inspired me to write this today.
Do NOT think that just creating a silo is enough.
You must remember to send backlinks to a variety of pages at a variety of points in the hierarchy.
When To Use +Other Tips
This tactic is particularly useful when trying to rank for “broad” topic type keywords like we show here in the example.
However, it really can be used for any keyword even specific product type keywords. No matter what topic or keyword you have, you can always break it down into more specific topics.
For example, if one of your main pages is targeting the keyword:
You can create other pages on your site titled things like:
“razor hoverboards specifications”
“razor hoverboards manufacturer info”
“razor hoverboards materials”
And just keep breaking it down into other more specific info on “razor hoverboards”.
Remember, these pages themselves do not necessarily need to be targeting any particular high volume keywords, or keywords of any volume really. So don’t stress out about finding “real” keywords and spending time in the Google Keyword Planner forever digging around for “appropriate subtopics”.
You can literally just make up random subtopics.
Also I believe it is good to have pages on your site that are not targeting directly a bunch of keywords with every single page. You should have some pages that don’t target keywords of any volume.
One element of certain over-optimization penalties, for example, in relation to anchor text, is related to the search volume of the targeted keyword/anchor text. So that is another little side tip I thought of while writing this(in general include some pages on your site that are not specifically targeting real keywords of volume).
Make sure that you link out(in the content) to your subpages with the appropriate anchor text to them.
Your broad page(what I am calling the main page you want to rank) should include links in the content to the subpages– the anchors on these should also be related to the broad keyword you’re trying to rank for.
For example– if you’re trying to rank for “hoverboards” like in this example, you should have course be linking out with “(brand) hoverboards” to each of your inner pages. ie. “razor hoverboards”, “segmart hoverboards”, “swagtron hoverboards”, etc.
This sounds kind of obvious, however, in the past when I would make sites, before I was focused on this aspect of the on-page SEO, I would sometimes link with random or generic anchor text.
Don’t do this- be sure to always make the anchor text in your inner-linking keyword-related.
This tells Google that your broad page includes links to more specific pages about subtopics of the niche, and therefore must be more high-quality and informative of a site.
Don’t worry about “leaking link-juice” from priority pages
In the past I was not doing a whole lot of inner-linking on my sites.
Especially on my most important pages.
I would put lots of innerlinking on inner pages that were buried deep in the site with no real kw value, but not on my most important ones.
I subscribed to the SEO theory that any time you put a link on your site you are “leaking” juice off of that page and the best idea is to conserve it if that is a high-priority page you are trying to rank.
What I actually learned recently is that you definitely want to have contextual links linking to other parts of your site on pages that you are trying to rank.
Don’t think of it as “leaking” juice because in reality, adding these links will usually INCREASE your rankings because Google sees your page as a more informative, helpful page.
So the moral of the story is:
-DO put contextual inner-links on your most important pages
-Build a few PBN links to pages that are “downstream” from your important pages
Until next time,
If you are already in the Facebook group, post in there about this and let me know what you think.
If you’re not, be sure to join.