Monday, 1 February 2016

Why Your DA Dropped - And Why It Doesn't Matter

It was impossible to find an interesting image to illustrate this post. So here's a dinosaur.
This weekend bloggers all over the world had their fingers on their "refresh" keys, pressing feverishly as they waited for the all-important Moz update. For the weeks preceding people had been asking for help on how to improve their scores, and the best quick fixes, hoping to increase their numbers.

Unfortunately, it seems that for a lot of people the results weren't quite what they hoped. In fact, I've found that a lot of the people who put in the most work have actually seen drops in their scores, which is obviously super disappointing. But before you fling your laptop across the room in rage, let's take a look at the reason it may have taken a hit, despite your best efforts, and what you can do to prep yourself for the next update?

You recently learned about "No Follow" links

If you read my post on Hyperlinks you'll have learned all about this nifty and important piece of code. Long story short, this type of link can't be seen by crawl bots that score your site for Google and Moz, and they should be used to stop your site looking spammy and whenever you've been paid to include a link (Google's rules to avoid black hat SEO techniques).

Lots of people have only learned about No Follow quite recently, and have updated their existing blog content accordingly. In the long run this is absolutely a good thing, and for Google's purposes it is far better to follow their rules. However, Moz could very well have interpreted this differently. 

Everyone knows that people linking to your blog is helpful (and we'll come to that later), but what you might not realise is that having links within your OWN blog to other good-quality, well-ranking sites is good for your DA and SEO scores. So, understandably, if you've changed a lot of links to No Follow, you'll have taken a bit of a loss. 

Why doesn't this matter? How can I fix it? 
This isn't too much of a drama, because you will be in Google's good books for following their rules. The penalties for linking incorrectly are worse than the sharp, temporary drop you'll experience for correcting them. 

Over time, you will rebuild this range of links. The best way to do this is to link to other blogs, products, and websites. Just remember: if you link to the same site often, or you've been paid to include the link you MUST use a No Follow. You'll make life much easier for yourself if you do that from day one.

Broken links

If you've ever mentioned a product, you'll probably have left a link to places people can but that product. That's obviously a good thing to do. However, when a page on a website is deleted, moved or deactivated the link on your page doesn't disappear, it will sit there being broken. Whenever bots crawl your site, they find these broken links and they will affect your score.

This means that the last Moz crawl might have spotted lots of lovely live, relevant links, and this time around it found the same links are busted. You got doubly penalised for the loss of a relevant link and for the fact that you've got a broken link on your page. Nightmare! 

Even if you've found and resolved all of your broken links in the run-up to the Moz update (and I know some people who dealt with thousands of them), if you removed them, rather than replacing them with equally relevant live links, you'll have still lost points for losing appropriate external links. Sorry. 

Why doesn't this matter? How can I fix it? 

Similar to the No Follow issue, you're better off finding and fixing these than leaving them where they are. Just keep posting and you'll build up your links again, and subsequently improve your score.

To find and fix existing broken links, use a scanner like Broken Link check to help you spot them all. Where possible, replace any broken links with another one rather than simply deleting it. For example, if you've linked to a product that's no longer available, change your content to reflect this and put in a link to the retailer's homepage.

To make sure you don't end up with a bunch of broken links in the future, try to only link to permanent pages, like homepages. If you regularly link to products then that's not a bad thing, but consider using a No Follow link so you can protect yourself if/when the page is deactivated, and run regular broken link checks so you can stay on top of them.

You've got lots of comments... but it's quantity, not quality

You can gain a lot of SEO/DA brownie points by having comments on your posts. It makes crawl bots think that you have engaging and popular content. If you'd already figured that out, you might have been pushing to get more comments, and you may well have succeeded! You might have joined comment trains, or you might simply have readers who like to tell you what a good job you're doing. 

However, some comments are causing you more harm than good. Very short comments (fewer than 10 words) are just seen as spam by crawl bots. Also, a lot of bloggers try to use little hyperlinks as a signature in their comment, which turns out to be broken! This is a surprisingly common problem; I've reached out to at least five bloggers to tell them that they've left tons of comments on lots and lots of blogs with broken links in them. These all work against you, and the more "bad" comments you get, the worse it will be.

Why doesn't it matter? How do I fix it? 

This is probably the easiest fix, unless your blog is obscenely famous and you get hundreds of comments a day (in which case I doubt you're too worried about your DA anyway). It's worth taking some time to go through your blog and just delete any spammy-looking comments, and checking any hyperlinks left behind.

Going forward, be careful which comments you allow to stay on your blog, and which comment trains you join, if that's your thing. Some specify that you need to leave comments over eight words long - stick to these.

You've lost backlinks

There's a bunch of ways this could have happened. Sites or blogs which referenced you at some point might have become inactive. You might have paid for advertising a while back, and the person you paid realised that they should have used No Follow links to your blog, and has subsequently fixed them. They might have linked to a post that you've binned or changed the location of. They might have just got rid of the post where they mentioned you. LOADS of possible reasons.

Why doesn't it matter? How can I fix it? 

This is sucky, and really there's not a whole lot you can do about any specific backlink you might have lost. If it's because it was a paid link that's been corrected, it's definitely better for you, in the long run, that it's been corrected. 

The only way forward is to build up your backlinks. You can do this by joining Linkys, getting involved in tags and campaigns and taking on unpaid work for exposure, where they agree to link to you (remember, if you've been paid then No Follow links should be used and it won't count.)

You've recently changed URL/hosts

If you've changed your domain from a .wordpress.com or a .blogger.com you'll ave seen a colossal drop because previously your site wouldn't have been considered a site on its own, rather it would have been seen as a page on wordpress/google. Basically, if you don't have a custom domain your DA doesn't really count. Also, if you've just changed your hosts for whatever reason, you might have seen a bit of a loss. This is because the crawl bots will go looking for it in the old location on the old servers and will get confused when it finds it somewhere else. It's also possible that, in changing hosts, you've broken some bits of code, like images and internal/external hyperlinks which might have needed fixing and will have had their own effects.

Why doesn't it matter? How can I fix it? 

The bot will eventually realise where you blog actually is, so this drop will eventually resolve itself. If it's because you've moved to a custom domain, I'm afraid you're going to have to start from the bottom and work your way up. This is one of MANY reasons I advocate getting a custom domain from day one. Try and find a host you like and stick with it.

You've dramatically changed your theme

A theme might look cosmetic to you, but when you change the appearance of your site you change an awful lot of stuff under the hood. Again, the bots are going to visit your site expecting to see one thing, and when it finds something unexpected it gets confused and just takes points off. This is a real bugger, and is likely to be much worse if you change lots of things all at once rather than making gradual "soft" changes.

Why doesn't it matter? How can I fix it? 

People don't visit or follow your blog based on your DA score, they visit it because it looks cracking and has quality content. Or because you're famous. Or running a giveaway... but the point still stands. If you want to tart your blog up, go for it. If you're worried about any effect it could have on your scores, try to do it gradually rather than all at once.

You've deleted old posts

If you've been running our blog a while you might have looked back on some of your old contents, cringed, then decided to have a bit of a deleting spree. Losing page volume on your site will unfortunately give you a bit of a battering, especially if you delete lots at once.

Why doesn't it matter? How can I fix it?

Deleting old poor-quality content is no bad thing, and for user experience it's probably a positive. Just keep writing brilliant new posts and you'll soon build up your catalogue again. 

Your posting patterns have changed

If you've changed your posting habits or structure you may have seen a drop. It's not so much the fact that you're posting in a different way, it's how you've changed it. If you're not posting as often, you'll lose points. If you're posting more frequently but your posts are very short, you'll get penalised.

Why doesn't it matter? How can I fix it?

In my experience, the golden number for post length are 300-700 words. Any shorter and it looks spammy to the bots. Any longer and people get bored (though admittedly most of my posts are much longer - oops). Try and post as often as you can at regular intervals, and make sure posts are a decent length.

A final note about DA...

DA is not that important. I know, I've written a whacking great big post about it, but I promise you it's not the be all and end all. Some brands and PRs will use it as a benchmark for choosing people to approach for campaigns, but real talk, this is because DA is a lazy way to assign an easily- comparable value to a website. I've seen beautiful, interesting blogs with relatively low scores, and trashy sites with inexplicably huge ones. Ok, so a low score might exclude you from certain campaigns but as you'll have seen from above, you could negatively affect your scores by doing all the right things! My honest advice is to concentrate on producing awesome content and building relationships with readers and PRs over social media. Do you think PRs ask Zoella for her DA before they pitch to her? Of course not. Because, ultimately, when your reputation is good enough, nobody will care about the numbers.


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3 comments

  1. This comment has been removed by the author.

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    1. Such a helpful post! I always get stressed about da but, from reading this I get why it dropped in the first place and now know what I should do to bump it up.

      Thanks for explaining it so clearly!

      Ems (I'm also a tard on my phone and deleted my comment by accident #idiot)

      http://thepromakeupblog.com

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  2. Interesting post , how often does moz get updated ? Www.glitzandglamourmakeup.co.uk

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