#which will feature more prominently in the next part. main tag isn’t used for this one as it’s more background imo ❤️

[loveinhawkins]

Part 1 Part 2

At night, the shivers start for no reason.

Dustin changes into his thick winter PJs, gets blankets from the linen cupboard as quietly as he can so he doesn’t wake up his mom.

His room is stuffy, but he can hardly feel it—knows that by all rights, he should be suffocating in the heat. There’s sweat on his forehead, his chest, dripping down his back, but as he wraps himself up tight in the thick cotton layers, he can’t stop himself from shaking.

His dreams are vivid, feverish.

He’s sitting with his shield next to him, blades of grass scratching at his palms. He can hear Erica laughing, but it sounds wrong. Distorted.

Then he lifts up one hand in front of his face. It’s drenched in blood.

The gasping sound of someone choking.

“D-Dustin.”

Eddie. Eddie lying on the grass, staining it red, there’s—there’s so much—

“Dustin, p-please.”

There’s an awful gurgling noise from Eddie’s throat. Dustin feels sick.

“You—Dustin, you—you’ve gotta keep it in. Please, please.”

Eddie’s crying, his hands weakly grasping at the ground, slipping in the puddles of his own blood.

“Help,” he sobs. “Help me.”

Dustin tries. The blood runs through his fingers.

“Steve,” he whispers—tries to scream, but the fear has stolen his voice. “Steve.”

Steve isn’t coming.

They’re alone, and Dustin can only watch, frozen, as Eddie convulses, gasps for air; he’s dying, he’s dying, move, do something—

He wakes with a start to his mom knocking on the door.

“Dusty, have you overslept? Can I come in?”

Dustin sits up, runs the back of his hand across his eyes. “Yeah,” he says, but it comes out hoarse; he has to stop, clear his throat. “Sorry. Yeah.”

The door opens.

His mom takes one look at him and says, “Oh, honey. No school today.” As she gets closer, her eyes flicker over the bed, the blankets, his PJs. “Are you cold?”

Dustin nods. The sheets cling to his skin, damp with cold sweat.

His mom gently runs a hand through his hair, checks his forehead. “How about I run you a bath, huh? I’ll call the school.”

Dustin’s too exhausted to bring up the fact that she’s going to be late for work if she stays much longer.

He takes the bath—once his mom has left the room, drains some of the tub so he can fill it up with scorching hot water.

When he gets out, there’s multiple tins of soup, fresh bread, and crackers on the counter; his mom’s bringing a couple meals out of the fridge, some microwave ones, too.

“Just giving you options, hon,” she’s saying, “eat whatever you’d like, I’m going to the store later. Oh, I filled up Tews’s bowl so if he complains at you, the sweet thing is lying.”

Dustin makes a wordless noise of thanks.

His bed has been stripped; new sheets and blankets have already been put on, which makes him feel a pang of shame. The window’s been left open the tiniest bit, just to let some air in, but his stomach immediately drops at the sight.

“Dustin?” His mom’s looking at him searchingly. “Honey, I can call off work—”

“No,” he says quickly. Subtly digs his nails into his palm to try and stop himself from shaking. “No, mom, m’just gonna be boring and sleep.”

She’s still frowning, but he’s gotten good over the years at knowing what expression to pull, putting just the right inflection in his voice that silently says don’t look any closer, don’t worry. She leaves him with a gentle kiss on his cheek, with her work number written down on a notepad, makes him promise that he’ll call over even the smallest thing.

He makes the promise knowing that he won’t.

Closes the window as soon as he’s alone.

-

The phone rings early afternoon. He sluggishly does the math in his head for Steve and Robin’s shift patterns this week. They always try and call if he’s sick, whenever the store is quiet: when he had tonsillitis last winter, miserable with it, they gave running commentary on the day’s most ridiculous customers, passing the phone between them until he fell asleep.

Pick up the phone, Dustin thinks.

But he feels inexplicably heavy, lets it ring and ring and ring…

The nightmare seems to flicker in front of his eyes, a lingering unease deep in his gut. He thinks of Steve, of calling for him and not getting an answer, which would never happen, which could only mean the very worst—

He stumbles out of his room and picks up the phone, interrupting Robin’s breezy customer service spiel to mumble out, “Sorry, think I missed a call from—um, is Steve there?”

“Afternoon, Einstein! You just missed him, he’s getting lunch, but he’ll be back in, like—”

“Yeah, that’s fine,” Dustin says, feeling stupid and abruptly, mortifyingly young. “Just… just checking.”

There’s a fraction of a pause.

“Hey, Dustin?” Robin says, quieter now. Gentle. Dustin wants to cry. “You can wait with me, you don’t have to talk if you don’t want to. Are you—”

He hangs up.

-

Time slips away from him. It’s only after the school day’s over that he realises his mistake: that when he’s sick, he usually whines and complains, asks for updates every class, even if it’s just whether Mike’s added to their drawings left underneath their cafeteria table.

He’s kept his walkie off all day.

He searches for it, clumsily turning in his bed, and when he switches it on, it’s to hear Mike repeatedly asking, “Dustin, do you copy?”

“Here,” Dustin says blearily, then remembers himself. “I copy. Over.”

“God, finally,” Mike says in that short way that means he’s been desperately worried. “You okay? They marked you off sick in home room, but I didn’t—”

“M’not really,” Dustin says—doesn’t know what he is, honestly. “Just. Kinda tired. Over.”

“Okay,” Mike says, after a pause. “Um, Nancy says if you feel better, she can pick you up tomorrow. And we can—you don’t have to do anything, we can just, like, chill in the basement. I was, uh, talking to Will, and he thinks he knows what Eddie’s plot twist is, and I think he’s got it, honestly, I—”

“Tell Nancy thanks,” Dustin says, “but I… I don’t think I, um—”

“Hey, it’s okay,” Mike says. “No problem.”

The walkie falls silent, and Dustin gets the feeling that a few other conversations are happening on another channel. Then there’s a click, some static, and a voice again.

“Hi,” Lucas says. “Didn’t wanna wake you up if you were sleeping, so I, uh, used the spare key under the flower pot to drop off some stuff. Not—not homework, don’t worry.” A tiny chuckle. “I’m not a sadist.”

There’s some space left there, deliberately so. Dustin knows he’d normally make a joke. He can’t.

“Just some assignment marks came back,” Lucas says. “Hey, you got an A on that paper, the one about—”

“Thanks,” Dustin says.

He sounds blunt. He hates it.

“You don’t need to thank me, Dustin,” Lucas says softly. “But you’re welcome. Hope… hope you feel better.”

Dustin swallows.

More quiet. Another click.

“Hey,” Max says, as if nothing’s happened. “I’m behind on English, so I’m just gonna read out loud, I need to know there’s an audience or it’s not gonna stick. No complaints, my education’s on the line, Dusty-Bun.”

Max isn’t behind; Dustin knows this. He doesn’t complain.

She reads The Outsiders for at least twenty minutes. Things get hazy after that, because Tews comes in and settles on Dustin’s chest, purring, and Max’s voice fades into background noise.

Perhaps the phone rings again, but it sounds so far away, he could’ve dreamt it.

He wakes up at the sound of his mom opening the front door, the soft jangle of her house keys. He vaguely hears her play the answering machine, and he’d recognise the rise and fall of that voice anywhere.

Eddie has this rambling way of leaving a message, like he’s really having a conversation with someone rather than just talking to a machine. Dustin can’t make out the words from here. Wishes he could.

His mom enters with a fresh water glass and soup on a tray.

“Eddie called,” she says, with that warm tone of voice she’s used ever since she truly met him—when he watched her with wide eyes from a hospital bed and choked out, “I-I’m not—it’s just a stupid board game, I swear.”

“Hmm?”

She smiles at him. “He was just calling to say hi.”

Dustin smiles back weakly—knows that Eddie would’ve taken at least five minutes to even get round to that point.

-

This time, the terror comes when he’s wide awake, when it’s three o’clock in the morning and his heart pounds for no reason at all, breath catching like he’s been dumped into a cold, cold lake.

Dustin’s felt frozen before, but when Eddie…

It wasn’t like Max in the graveyard, where Steve shouting for him to call Nancy and Robin helped him snap out of it, gave him something to do.

He was alone.

He was alone, and he didn’t know how long it had been since Eddie had stopped breathing. He tried to count, and the numbers turned to static in his head.

Stop the bleeding. Help him breathe. Move. Fucking move, you’re killing him, you’re—

A light on in the hallway.

“Dusty? Oh, baby, breathe.”

Dustin tries. Chokes on it.

And his mom is leading him to her room like he’s five years old.

“There, sweetie, that’s it. Shh, breathe, breathe.”

Dustin half-collapses into her bed, and her bedspread is thick, but he’s so, so cold, and he can’t catch his breath—

“Shh, Dustin, shh, you’re okay, baby. Oh, honey, it’s… it’s the earthquake, isn’t it?”

His mom is holding his hand, guiding his breathing. In. Out.

“There. There you are, well done, baby. I’m going to call Steve, okay?”

Dustin tightens his grip on her hand. Gasps out an urgent, “No.”

It could be a bad night, could be a night that Steve needs all the rest he can get—

“Oh, Dusty, shh. Okay, honey, I won’t, won’t. Not right now.” She hugs him. “You know you can tell me anything? Always.”

Dustin closes his eyes.

I can’t.

-

He pretends to sleep. Feels his mom leave the bed. Hears her on the phone—can’t make out the conversation.

His heart’s beating rapidly again. Breathing short and sharp.

He slips into his room. Opens the window. Crawls out.

Shock of cold air. Rain on his skin. In his eyes. Blinks it away. He’s on his bike with no memory of deciding to do so. Lungs burning. Pedalling faster, faster—

He hits something, something stupidly small, a pathetic rock, but he goes down, like a kid freshly off training wheels.

Dustin wonders if this is how Eddie felt. If even while on the bike, he could still sense how close to death he was.

And it’s stupid, it’s so stupid, it’s not remotely the same, but as Dustin lies there in the rain, his palms and knees stinging, he kind of feels like he’s dying, too.

A car horn sounding, over and over. Like a desperate shout.

Dustin can’t breathe.

Clunk. A door opening. Footsteps. Running on gravel.

I didn’t run away this time, right?

“Hey! Hey, hey, hey. Dustin, look at me.”

Steve. Steve’s hand on his shoulder.

Dustin shudders, exhales. “I-I’m okay, I’m okay.”

“Jesus. Woah, woah, take your time.”

Steve lifts him up so carefully, avoiding Dustin’s hands from digging further into the dirt.

Dustin blinks, sees Steve’s frown, the way his eyes are darting all over him until they land on his knees.

Oh. He’s bleeding.

“Come on,” Steve says. “Here. Lean on me. I’ll drive you the rest of the way.”

And it’s only as Dustin hobbles over to Steve’s car that he realises what he’s done.

He’s biked almost all the way to Forest Hills.

[monkey-network]

An Unfortunate Critique of Spiderverse - Part 1 (of 3)

Spider-Man: Into the Spiderverse was a fun award-winning 2018 animated film with a basically unanimously positive fandom, regarded generally as both a masterpiece Spider-Man film and a remarkable animated film overall. And while I do not disagree with that, it definitely earned its spoils, it pains me a bit to bring up the reason(s) why I can’t call it the masterpiece that many claim. I like this film, but I don’t love it as much as others and I wanted to express why. And I will see to be critical, not cynical. Fair enough? Spoilers ahead for this... 2018 film that you should’ve seen already.

Part 1 ~ The Spiderverse Squad

Now believe me when I say that I enjoyed this trio. Spider-Ham wasn’t as funny as I figured, but he still stood out like Peni and Spider-Noir in a respectable way. I especially loved the fandom’s reaction to them with fanart and jokes galore. But on a look back, it dawned on me that while their presence was welcome, our writers blew the load too soon and wasted these characters. Roll with me, will ya?

If you come to know me, you’ll figure that characters are the element I find the most crucial of your story; you mentally can’t just throw in random heroes into the story unless they’re significant to the protag, story, or world as a whole. It’ll feel weird, like you have no coordination. And yeah, the B team adds to Spider-verse’s worldbuilding mechanic that is the multiple universes; it thematically makes sense that more than one Spidermun can exist. And additionally kicks ass, no objections here. The problem I argue comes when while they add to the world building, it honestly added little to our boy Miles’ story, and it’s that disconnect that makes the characters feel more unnecessary than before. This doesn’t help when things could’ve worked far better if it only involved Gwen and Beter. To explain this better, I wanna bring up a couple films that are similar to Spider-verse yet knew how to use their secondary characters, the first one being...

Kung Fu Panda, baby!

The furious five sans Tigress is about the same as Spider-verse’s B-Team where Po really doesn’t rely on them to both unleash his inner strength and face the final boss in the end. They’re his muse for enjoying martial arts. Po interacts with them a little more than Miles does with the others, but we still have that disconnect between the upcoming novice and the experienced. That disconnect however is counter-balanced by their significance in the story, not only in certifying the stakes that come with Tai Lung, but being the necessary crew to another important character: Tigress.

Tigress is not only a character that Po looks up to, she’s a character with something to prove herself. She puts down Po because she’s envious of the special treatment he’s involuntarily receiving and mirrors the villain Tai Lung before his descent to villainy. The movie would’ve probably been fine if the Furious Five didn’t exist and it was just Shifu and Po training together, but having the five, and Tigress especially, in the story adds a great triangle of interaction between Po and Shifu, Shifu and Tigress, and Tigress and Po. Which makes it all the more poignant when she runs away to face Tai Lung herself, stern in proving herself to both Shifu and Po. We know that she wouldn’t win against him, but that loss is added two-fold when the other four were there to support her. The others aren’t as cynical towards Po, but it’s understandable that they sided with Tigress, thinking their experience together will help them succeed. It makes sense that the four willingly fight with Tigress, and it’s reasonably daunting when Tai Lung is able to tower all of them by himself. Compare this to Spiderverse where we kinda don’t get see our heroes and villains, excluding Miles, stack up that well until the 3rd act; it’s hard to wonder if who’s evenly matched and who can overpower whom. It doesn’t help that Peter, Gwen, and Miles are all isolated from the other three during the final fight in the warp terminal. 

It’s in the end where Po proves himself the Dragon Warrior, he not only earned that respect from the five but feels more complete knowing he and his idols look up to each other in a way. We really don’t get that interpersonal synergy with Miles and the B team beyond the moment of them together post Aaron’s death and their initial meeting, the best we get is that Miles knows he isn’t the only Spider-man but even that doesn’t feel as personal as his relationships with Gwen and Peter. Plus while Gwen and Peter are important characters, we don’t see much of a personal connection between the five Spidermun, it mostly comes off as an obligation that they’re together. Now I won’t lie, this is a pretty unfair comparison. The B-team came together on the fly, and it’s not like Miles, Gwen, and Peter knew who they were in the first place. But remember when I said a couple of films in the beginning? This leads to an ironic situation, coming from one of my other favorite movies about being special...

Been a while since I talked ‘bout this beauty

I think it’s safe to say Spiderverse and The Lego Movie have a kindred story beat where our hero meet some tagalongs that have their own thing but nonetheless contribute as supporting characters. But unlike Spiderverse, the Lego Movie showed something I never figured about characters until I saw it once again last year. The other characters have their stake in the plot, but they are also relative features of our main character Emmett. Unikitty resembles his boundless optimism, Benny his excitability, Batman his emotional conviction, and so on. It’s a stretch, but it is possible to note supporting/secondary characters as facets of who our main character is, what they lack or what’s the most prominent idea of them. In Steven Universe, the crystal gems are separate elements of who Steven is at his best or wants to be. Beastars has Legosi, Louis, and Haru have differing aspects of growing up that blend well when united. It’s essentially the braincells meme, the parts make up the whole. Gwen and Peter fill those parts exponentially for Miles, with Peter’s experience and Gwen’s finesse in her skill, to show him the work that goes in being a hero. Same goes for Aaron and Jefferson on a more personal level, being the ones to give Miles the necessary conviction to become the hero. All I gotta ask is: Can ya say the same for Peni, Noir, or Porker?

Again, not that they’re bad characters, but they mostly felt detached from the story in multiple angles

Now at this point you’ll probably say, “Monkey, we get it, where are you going with this?” Well, I can’t help but feel the B-team, while alright on their own, unfortunately feel like cameos that overstayed their welcome. Beyond the initial meetup, the interactions we get with them are second to none, there is no significant dynamic between the B-team and the two spidermun that are more significant to the story. I feel a little less charitable for media wasting potential and it doesn’t help that writing them out until the final fight is very easy. “Peni and Sp//dr were responsible for repairing the flash drive?” Well, I can say a few hints in the movie can point to Aunt May, Peter, and/or Gwen doing it instead. It’s hard to come back to this film compared to the others I’ve exampled when the back of my mind is going “Why are ya’ll here?” I say it would’ve been surprisingly cathartic if the B-team came near the end where they helped out and met up with the trio before bouncing back to their dimensions. As such, we could put more time in for Miles and Gwen together at Aunt May’s house the same way Peter and Miles got earlier before the plot generally runs the same, we have less voices but we build on those character dynamics for more than that bus ride they share. Add to that character theme of Miles, Gwen, and Peter B. being the different generations of Spider-man or something. Overall, I love them, and they feel wasted in this film.

I just can’t see Spiderverse where the focus of these three subsides the interest for the other three

I wanted to discuss this particularly because as much I can say that much detail in the film fundamentally works, which I will discuss later in this analysis, it stands to say that not every ambition in this undoubtedly ambitious movie was added well. It’s honestly how i feel with randomness humor, it’s fun at first but you gotta do more than enough to make it timeless while keeping the surprise of it intact. Or else you just wish they just replaced that joke with something more constructed. Said before, they don’t or weren’t able to utilize these characters beyond their cameo level moments, and it is not a good thing that they’re potentially saved for the sequel because I hate the idea of depending on a sequel to fix the 1st movie’s issues. I gotta wait to 2022 for a potentially better management of characters and that bothers me. I appreciate what I got, but I unfortunately can’t say that appreciation equates to a free pass of what’s detrimental to my love for this film. Now, I tagged this as part one for a reason, because this is only a symptom, a fun size piece to a bigger story problem I have.

Next time. Otherwise, thanks for reading and I hope you enjoy your day.

[ao3feed-tododeku]

Tagging System

As it’s a new year, I thought I’d offer a reminder about what the symbols produced by the automatic tagging system mean, and some more details on the filters themselves.

♥️ = Romantic (“/”) Tododeku is the main ship, and there are no side ships with either Izuku or Shouto listed.

Romantic “Main Ship” Test:

A) It’s the First Slash Ship, found within the first four Relationship Tags B) It’s the Second Slash Ship, after a Family Member or Teacher ship (Toshinko, Erasermic, Touyahawks etc.) while Izuku and/or Shouto are mentioned in the Title or Description

In all cases Izuku and/or Shouto must be mentioned in the first four characters or in the first two relationships, or it is moved to the next category.

♡ = Romantic (“/”) Tododeku is not the main ship, but there are no side ships with either Izuku or Shouto listed.

For “main ship” factors, see above.

Searching for all possible ship names would be unreasonable, so the code detects side ships by looking for ships where they first four letters before or after the slash mark are NOT an expected part of Izuku or Shouto’s name.

Side Ship Test Example:

Midoriya Izuku/①②③④_____ ________ ①: Doesn’t Start with “S” or “T” (for Shouto or Todoroki) ②: First one matches, but no “h” or “o” after (for Shouto or Todoroki) ③: First two match, but no “o” or “d” after (for Shouto or Todoroki)  ④: First three match, but no “u” or “o” after (for Shouto or Todoroki)

The code then searches specifically for Slash (“/”) Ships with the rest of the Midoriyas and Todorokis, and other common nearly matching names (Shouta Aizawa), to block them specifically.

♣ = A Polyamorous Romantic (“/”) Ship including both Shouto and Izuku is the main ship, but there are no side ships outside the polyamorous group for Izuku or Shouto.

“Main ship” test is as above, only step B isn’t restricted to Family Member or Teacher ships first.

The first/last four letters of the characters in the polyamourous group are added to the “side ship” test, and any known family members to the family member secondary check.

Poly ships with their own feeds include Todobakudeku, Todokirideku, Todobakukirideku, Todoshindeku, Todoiideku, Todochadeku and Todomomodeku. Other poly ships can show up courtesy of the Tododeku Plus feed, if they tagged “Midoriya Izuku/Todoroki Shouto” separately, though the extended restrictions mentioned below apply.

♧ = Romantic (“/”) Tododeku is included, but there are side ships, OR a Polyamorous Romantic (“/”) Ship including both Shouto and Izuku is present, but it is not the main ship or there are side ships also.

Basically, if it fails all the other criteria it ends up here.

Adult/Child ships are skipped with the help of a master list of common adult characters. This filter cannot detect misspellings or characters I didn’t think to include, so some ships might slip through. Please report any works with untagged, mistagged or unskipped adult/child ships. (Note, Canon Young Adult/Canon Student Ships are fine as long as it’s a future fic or an AU where they’re all adults. For Example: Adult Izuku/Hawks is fine as a side ship).

Because predicting all possible ships is impossible, anything tagged with an “Underage” warning or anything in a list of common “NSFW” tags is skipped. Again, my NSFW list isn’t infinitely long, so please report NSFW works with Izuku or Shouto side ships.

This tag doesn’t have it’s own feed, but can be added by either the Tododeku Plus or Polyamorous Tododeku feeds.

♦️ = Platonic (“&”) Tododeku is a main ship. No Romantic (“/”) Ships including Shouto or Izuku are present.

Platonic “Main Ship” Test:

A) It’s the First Relationship. B) It’s the Second Relationship, or later in the tags with Izuku and Shouto as the First Two Characters, ALSO there are either No Slash (“/”) Ships OR the first Slash Ship is a Family Member or Teacher Ship.

The same “Side Ship Test” above is done in the “Additional Tags,” so any ships besides Tododeku listed there will result in the work being skipped.

♢ = No listed relationship, but Izuku and Shouto are the first two characters.

This tag doesn’t have it’s own feed, but can be added by both the Izuku and Shouto feeds.

♠️ = Solo character stories. The focus is either Izuku and his family, Shouto and his family, or Izuku and Shouto both but not as the first two characters and with no listed relationship.

Because Izuku based stories are more common, the Izuku’s feed requires a main Platonic (“&”) Relationship with him and at least one family member. All for One, Toshinori and Aizawa are considered family members if there are “Dad for One”, “Dad Might”, or “Dadzawa” tags respectively.

Any Character Death, Villain Izuku (sans Villain Shouto), Female Izuku (sans Female Shouto), Suicidal Izuku, Chat Fics, and Crack Fics, are also removed to further trim down Izuku stories.

The Shouto feed accepts other Todorokis simply being listed in the First Four Characters, or First Two Ships, and only trims out Chat Fics and Major Character Death.

Both feeds ignore all the previous rules (except the Chat Fic one) if both characters are listed in the combined First Four Characters and First Two Ships.

Because of past issues with badly tagged ships, Platonic Izuku & Katsuki, Ochako, Toga or Shigaraki, OR Platonic Shouto & Momo or Inasa are never allowed listed first, and cannot be listed at all without additional platonic Izuku or Shouto ships present.

If there are Slash (“/”)  Ships, they must be Family Member or Teacher Ships, and unless Izuku or Shouto are in the description, or the Slash Ship is later on in the ship list, they will be tagged as below.

♤ = Solo character stories with a Family or Teacher main ship.

If either Izuku or Shouto aren’t in the First Two Characters AND explicitly mentioned in the Title or Description, while the first relationship is a Family or Teacher Slash (“/”) Ship, this tag is added in place of the one above.

While family centered stories are quite likely to prominently feature the kids involved, that’s not always the case, so this tag acts as a bit of a warning.

FanFiction.net Stories:

All these rules were replicated to the best of my ability for the FanFiction.net feed.

Since platonic relationships are not a thing on FanFiction.net, stories where Izuku and Shouto are the only characters listed, or are the first two characters while one of the genres is “Friendship”, are those tagged with “♦️”.

If Izuku and Shouto are the only characters and either one genre is “Romance” or “Tododeku” is in the description, it is assumed they were meant to be in brackets it is tagged with a “♥️”.

Since multiple ships per character can’t be tagged, the “♧” tag will only occur if other common ship names (like “Bakudeku,” “Ochadeku” or “Todomomo”) are in the description, while Tododeku is the main bracketed ship.

The “Romance” genre with no bracketed ships, and more then two characters, will cause the story to be sent to this feed’s draft folder. There is no good way for the auto tagger to tell what’s going on, and I don’t always have time to manually go through the drafts, so unless something pops out at me they’ll usually just be deleted. Sorry!

Other Details:

If you’re wondering how First X Characters are determined, my code deletes all brackets, finds "Characters:", deletes common non-Characters and fluff words (Class 1A, Class 1B, UA Staff, "Some", "Mentioned", etc.), and then splits up whatever is left. (The same is done for "Relationships:") Useful groupings (1st, 2nd, 1st & 2nd, 1st-4th, and 1st-8th) are set as variables, which are referenced by all the steps to follow.

Sometimes people tag very strangely which can mess things up (why there are weird tags occasionally) but it works a vast majority of the time.

[thanhtuandoan89]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: https://ift.tt/3jhR20M=nav_em__ps_t2_0_2_14_24

Mobile: https://ift.tt/3jhR20M=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

[drummcarpentry]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: https://ift.tt/3jhR20M=nav_em__ps_t2_0_2_14_24

Mobile: https://ift.tt/3jhR20M=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

[epackingvietnam]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: https://ift.tt/3jhR20M=nav_em__ps_t2_0_2_14_24

Mobile: https://ift.tt/3jhR20M=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking

[bfxenon]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: www.amazon.co.uk/gp/browse.html?node=340840031&ref_=nav_em__ps_t2_0_2_14_24

Mobile: www.amazon.co.uk/gp/browse.html?node=340840031&ref_=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

[nutrifami]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: https://amzn.to/2Wg4OIV=nav_em__ps_t2_0_2_14_24

Mobile: https://amzn.to/2Wg4OIV=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

[ductrungnguyen87]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: https://ift.tt/3jhR20M=nav_em__ps_t2_0_2_14_24

Mobile: https://ift.tt/3jhR20M=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

[camerasieunhovn]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: https://ift.tt/3jhR20M=nav_em__ps_t2_0_2_14_24

Mobile: https://ift.tt/3jhR20M=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

[gamebazu]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: https://ift.tt/3jhR20M=nav_em__ps_t2_0_2_14_24

Mobile: https://ift.tt/3jhR20M=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

https://ift.tt/3klB05r

[noithatotoaz]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: https://ift.tt/3jhR20M=nav_em__ps_t2_0_2_14_24

Mobile: https://ift.tt/3jhR20M=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

[lakelandseo]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: https://ift.tt/3jhR20M=nav_em__ps_t2_0_2_14_24

Mobile: https://ift.tt/3jhR20M=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

[kjt-lawyers]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: www.amazon.co.uk/gp/browse.html?node=340840031&ref_=nav_em__ps_t2_0_2_14_24

Mobile: www.amazon.co.uk/gp/browse.html?node=340840031&ref_=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

[xaydungtruonggia]

Internal Linking for Mobile-First & Mobile-Only Indexing

Three years ago, I wrote a post for the Moz Blog advising how the latest news on mobile-first indexing would impact internal linking strategies, particularly for larger sites.

“By now, you’ve probably heard as much as you can bear about mobile first indexing”, I joked in my introduction. Little did I know.

Only now — in the summer of 2021 — are Google, supposedly, maybe, finalizing the rollout of mobile-first. Even as of August 2021, Google is still very much actively crawling sites with Googlebot desktop*.

As with the recent delays to the Core Web Vitals rollout, the issue here for Google is that they can’t push changes which make their results worse. As Mike King pointed out back in March over at iPullRank, there’s still a big disparity between the mobile and desktop versions of the web, especially when it comes to links.

I don’t need to persuade most SEOs that they should care about links, but I maybe do need to remind you that internal links are, for most pages, a much bigger part of how they get their strength than external links. On an even vaguely established site, it’s not unreasonable to think that including a landing page in your top nav is going to generate more impactful links than most digital PR campaigns could ever hope to. And yet, sites tend to focus disproportionately on the latter, which is perhaps what brings us to this conundrum today.

In this post, I’m going to point out some of the common causes of disparities between mobile and desktop internal linking, when you should care, and what you can do to fix these issues without throwing UX under the bus.

*(thanks to Dom Woodman and the wealth of data at his fingertips for confirming for me that this is still the case!)

A brief history of mobile-first

Back in 2015, SEOs had two months’ warning to prepare for what the industry nicknamed “Mobilegeddon”. This wasn’t the first time that Google had factored mobile friendliness into its rankings, but it was probably the first time they tried to make a really big deal out of it as a way of steering webmasters — a sign of things to come.

About 18 months later, in November 2016, we got the phrase “Mobile-first indexing”. Over the next few years, SEOs with access to multiple Search Console properties became familiar with the routine trickle of emails informing them of sites moving over to the new paradigm.

During this period, some SEOs, including the late Russ Jones, myself in the aforementioned post on the Moz Blog, and my old boss Will Critchlow, started to voice concerns about the potential impact on the linkgraph:

The overall impression at the time was that Google was using a hybrid index for now, but that “mobile only” was already on its way.

Fast forward to March 2020, and Google warned we had six months to prepare for the final toll of the desktop index. This initially suggested a September 2020 rollout, then that became March 2021, and then, as I’ve mentioned above, that date too seemed to pass without incident.

We should assume, though, that this is still coming, or perhaps largely already here, and as such that our mobile sites need to present the version of truth we want Google to see.

The roles of internal links

Internal links, like all other links, fulfill multiple vital functions:

Allowing search engines to discover new URLs

Passing on clues as to topical relevance, via their anchor text, and source URL

Passing on authority, via PageRank or equivalent

That’s of course without even getting into their roles in user experience, which is a topic for another post. (Although if you want to learn more about internal links, I recommend this Whiteboard Friday.)

A disparity in internal links between desktop and mobile versions, then, is likely to have far-reaching implications. (This also goes for any other two versions, such as rendered and raw HTML.) In most cases, one of the two versions will be the one that the site’s SEO practitioner(s) were happy with, and as such the other will not be.

At this point it’s common best practice, at least for your major templates, to routinely produce a list of links from both versions of the page and look for discrepancies.

That said, some differences are more impactful than others. For illustrative purposes, I’ve compared the desktop and mobile versions of five homepages, and in the rest of this post I’ll discuss some of the more interesting differences I noted, and what I’d recommend to the respective sites. Just to be clear: I am not involved with, or indeed pitching, any of these sites.

The five homepages I looked at were:

https://www.amazon.co.uk/ — the UK site of the global e-com juggernaut

https://www.optimizely.com/ — the well known CRO software

https://www.ebuyer.com/ — an electronics e-commerce site

https://www.zoopla.co.uk/ — a UK real estate site, similar to the US’s Zillow

https://www.nytimes.com/ — an American broadsheet newspaper

Interestingly, of these, two had no differences at all for us to discuss — congratulations to Optimizely and Zoopla for paying attention back in 2018. For the other three, read on...

Less harmful examples

Anchor links within a page

The Amazon UK homepage links to itself no fewer than six times, with anchor text such as “back to top”, “see product details”, and “next page” (within a carousel). These links are all unique to desktop, although the mobile version does have a “Top of page” link instead of the “Back to top” link.

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

You probably don’t need to be too concerned about links like these from an SEO perspective. There’s no dramatic difference in optimization or targeting implied by the different text, and pages linking to themselves probably aren’t going to reshape the linkgraph.

Links to non-indexed pages

Amazon UK desktop (top) vs. Amazon UK mobile (bottom)

The main nav link to the “Pet supplies” category on the Amazon UK homepage comes with different internal tracking tags on mobile vs. desktop:

Desktop: https://ift.tt/3jhR20M=nav_em__ps_t2_0_2_14_24

Mobile: https://ift.tt/3jhR20M=navm_em__pets_0_3_17_11

From a general SEO perspective, this isn’t an ideal way to handle internal link tracking — both of these URLs have a canonical tag pointing at the actual indexed page, but there’s still unnecessary dilution and wasted crawl budget here, compared to just tracking the link click using a JavaScript event listener.

However, from a specific mobile/desktop parity point of view, this isn’t a big deal. As I said, they both share a canonical tag pointing to the same place, so we end up with equivalent behavior.

A similar rule applies when linking to pages like “my account” or “basket” — there may be differences in desktop and mobile implementations, but as both pages are noindex and/or robots.txt blocked, it isn’t a big deal.

Anchor text

Ebuyer has a few instances of the same element using different anchor text on mobile vs. desktop:

Ebuyer desktop (top) vs. Ebuyer mobile (bottom)

Note the longer anchor text on mobile(!). I also noticed something similar on the New York Times site, although that may be due to them rapidly testing different headline variants.

Either way, I don’t think this is a huge deal as long as the behavior is intended and the implied topic is largely similar, which it is in these cases.

Common problems & solutions

Device-specific elements

One of the most common causes of disparity is navigation elements that are desktop-only. The example below is from Ebuyer, and shows a bunch of links that I was unable to find anywhere on their mobile homepage.

These links all point to URLs that also feature in the top-nav, so the impact on the link graph may not be huge. However, Google is likely to place different weightings on a prominent homepage link like this vs. a link buried in a navigation, so there are SEO implications to this disparity. Ebuyer’s desktop site implies that these are some of the most important subcategories on the site, whereas their mobile site gives them a more equal footing with other subcategories in the mega-menu.

Happening across millions of sites, this is the sort of issue that might impact the quality of Google’s results. Ebuyer has presumably featured here the categories that are core to their business, and if they rank slightly better in these cases than in other cases, that means Google is slightly more likely to show people results from a business that is highly competent in that area. That, from Google’s perspective, is surely a win, but one they miss out on by exclusively using the mobile version.

From Ebuyer’s point of view, the choice of what to feature in this element is a strategic lever that is lost when Google stops counting their desktop links. The only real solution here is to develop a mobile equivalent to this element, but one can be creative. It could be somewhere slightly different on the page, for example, or it could be a carousel on mobile but static on desktop. Alternatively, you can accept that this is a desktop-specific UX element that should be disregarded in any SEO consideration, and instead must justify itself through its benefit to conversion rates.

Mega-menus & subcategory linking

Many sites, especially e-commerce, handle internal linking by having a huge mega-menu on desktop that collapses into a hamburger menu perhaps four layers deep on mobile. This leaves users very many clicks from anything they might hope to find, and the ironic thing is that super-exhaustive top navigations aren’t necessarily optimal from an SEO perspective either. Sure, they get a lot of pages crawled and pass on a little equity, but they do nothing to concentrate relevance around subtopics, and they don’t allow you to focus your strength where it’s most needed.

Some sites improve on this with a section-specific subnavigation, for example these links on Amazon that only appear within the Grocery section:

This is a great alternative to a mega-menu in general, in that there are fewer sitewide links (meaning that each remaining sitewide link is a little stronger), and, proportionately, more links between closely related pages.

However, of course, this element doesn’t appear at all on mobile. D’oh.

Similarly, Amazon has these featured subcategories on desktop, performing a similar role:

Again, I’d say this is a great idea from an SEO perspective, but these links don’t exist on mobile.

Zoopla handles the same issue much more neatly:

Sidebar links to relevant subcategories

They similarly have subcategory links that only feature in the relevant category, but then on mobile, they retain them — just moving them to the bottom of the page instead of a sidebar:

Sidebar links shuffled to bottom of content on mobile

This isn’t hugely attractive, but it doesn’t matter — few people will scroll to these depths anyway, and Zoopla’s SEO strategy is robust to the mobile-only index as a result. Plus, because of the focus on interlinking only relevant subcategories, the volume of links here isn’t extreme.

SEO copy & hidden content

A similar argument could be made for Ebuyer’s treatment of SEO copy here:

It’s right at the bottom of the page, so perhaps this is an opportunity for internal linking? Indeed, there are a couple of links at the end of this block of text.

Without going too much into the benefits and drawbacks of this kind of copy in general, I’d say this is a little excessive for the bottom of an e-commerce category page (you can only see a fraction in the screenshot above). Instead, Ebuyer could do something similar to what they’ve done with their footer:

Collapsed or tabbed content can be a great way to handle bulky internal linking structures on mobile

On desktop, all of these footer sections are expanded by default, and all visible. On mobile, they’re hidden in these expandable sections. This is generally a good way to handle SEO elements on mobile, as Google has said repeatedly at this point that there’s no downside to doing this.

Conclusion: On-page linking, but tastefully

I’ve tried to explore here some of the common issues that sites face when aiming for mobile/desktop linking parity.

To quickly recap, the main issues I recommend sites focus on are:

Missing navigation elements

Opportunities for deep-linking without resorting to mega-menus

And my suggested solutions are:

Pushing linking widgets to the bottom of the page on mobile, rather than removing them altogether

Using tabs, carousels, expandable sections and other creative solutions to make better use of on-screen real estate

I’m keen to see more examples in the wild, though — how is your site handling mobile-first internal linking? Tell me on Twitter!

[leavethehxrtbehind]

REALLY  LONG CHARACTER SURVEY. RULES. repost, don’t reblog ! tag 10 ! good  luck ! TAGGED. @ferocioushonesty​ TAGGING. @dechaagny​, @the-swedish-angel​, @sovietorphan​, @withcruelpatience​ and anyone else who wishes to do this!

BASICS. FULL  NAME : Marguerite Antoinette Giry NICKNAME : Meg AGE : 18 - 28 (whatever age you want to thread with, just specify)! BIRTHDAY : May 31st ETHNIC  GROUP : Caucasian. NATIONALITY :  French. LANGUAGE / S : French, English. SEXUAL  ORIENTATION : Due to the era Meg was born into, Meg feels as if she must identify as a heterosexual, but has had relations with other females—she just doesn’t know what to call it since ‘bisexual’ isn’t a word in her era; for the sake of this survey, Meg is a demisexual bisexual. ROMANTIC  ORIENTATION : Demiromantic. RELATIONSHIP  STATUS : Single, but verse dependent. CLASS : Working class. HOME  TOWN / AREA : Paris, France. CURRENT  HOME : Coney Island, New York, America. PROFESSION : Dancer, prostitute, cafe server—modern verse.

PHYSICAL. HAIR : Meg’s natural hair colour is blonde. It is incredibly fair, almost as if she has bleached it and it only gets fairer in the sun. It falls in curls down her back and across her shoulders and if she tries to brush them when they’re dry then she has one hell of a frizz show to contend with. However, when she’s working, especially in her main verse, Meg wears a wig somewhat to try and conserve some of her dignity, although she’s not as convinced any more that it works as well as it used to. Either hair colour suits her as they perfectly contrast against her eye and skin colours, catching her natural beauty perfectly. EYES : Meg’s eyes are a light blue in colour; they grow a deeper blue when she’s upset, the red rings after tears making the colour of her eyes that more prominent. Nevertheless, her eyes are soft and if the saying that eyes were the window to the soul is true, then Meg is the walking definition. Despite her attempts at keeping herself as neutral as she can, her emotions are always given away by her eyes although she’ll forever deny it. NOSE : Petite. It has a natural arch and the tip of her nose curves softly downwards as you would expect. FACE : Her face is very much a heart shape. Her jawline is quite prominent, but softened like the rest of her features. Her eyebrows are fair like her hair and luckily have a natural arch to them which doesn’t take much maintenance on Meg’s part. LIPS : Full and pink in colour. Usually moisturised, Meg’s lips are particularly soft just as the rest of her skin is. COMPLEXION : Meg is incredibly fair, but she dons freckles in the summer as the sun really brings them out, although most of the time she burns in the sun. Her complexion is almost like that of a porcelain doll’s which is why her hair contrasts so strikingly with her skin colour. BLEMISHES : Apart from a few freckles here and there, Meg is relatively complexion free. SCARS : A few scars down her back and across her wrists, some her own doing, but mostly from the hands of customers who have enjoyed her too much or who have become enraged with her poor service. She also has a scar that runs down from her left thumb into the palm of her hand after she fell over during a rehearsal back in the Paris Opera House and landed on a nail. There was lots of blood. TATTOOS : None, but in her modern verse she would quite like to get a semi-colon tattoo on her wrist. HEIGHT : 5′4″ WEIGHT : 8st 10lbs / 55.33kg BUILD : Petite but muscular. FEATURES : Soft and attractive, although she doesn’t see it much that way any more. Meg’s eyes have seemingly aged the most against her other features. ALLERGIES : Mild hayfever. USUAL  HAIR  STYLE : Usually let down across her shoulder and back. Styled when it needs to be which is for shows and work in her modern verse. USUAL  FACE  LOOK : Meg’s resting face is neutral. Before America her eyes were far more inviting, it almost suggested trust, but now her face aids in protection. Meg isn’t one to give something away easily, her emotions are reserved only for her and any close friends she may have, but even then it can be incredibly difficult to gauge how she feels at any given moment. It takes a lot to break through that, especially the emotional side, but she will laugh and respond accordingly to each moment. USUAL  CLOTHING : What you’d expect of a late Victorian, early Edwardian. Usually corseted, Meg’s dresses are extremely plain, although she does have one or two reserved for special occasions if they every arise. Already good with a needle, Meg has become an expert at dress maintenance since she does not have the money to simply purchase a new dress should it break. Therefore she repairs them herself and she’s rather proud of that fact.

She’s also not seen in much else than her corset, but it’s not something she particularly enjoys, but sometimes it pays well.

PSYCHOLOGY. FEAR / S : Failure, being unable to escape, being the disappointment. ASPIRATION / S : To break free from the cycle she’s currently stuck in. To achieve her independence, not just living wise, but professionally. There was a time Meg believed she couldn’t do anything without her mother’s blessing, but since events have happened Meg’s view has changed to that of bitterness. She almost wants to disappear then reappear as someone new and unrecognisable, but successful and on her terms and her terms alone. POSITIVE  TRAITS : Meg is incredibly hard working to the point where sometimes she doesn’t know where to stop; it’s partly contributed to her current situation alongside her mother’s help. She is also very empathetic. NEGATIVE  TRAITS : Feisty and taking after her own mother, Meg can be stubborn beyond belief; she can also be opinionated which can intimidate some people. Despite being empathetic, Meg also struggles to let that side of her show, too afraid it might give something away, so she can come across as cold or distant. MBTI : INTP-T (Logician personality, apparently). ZODIAC : Gemini. TEMPERAMENT : A mix between  melancholic and  sanguinic. SOUL  TYPE / S : Sage ANIMALS : Rabbit / badger. VICE  HABIT / S : Alcohol, cigarettes and drugs of many varieties, as long as it stops the noise in her head. FAITH : Raised as a catholic, Meg’s faith has been shaken somewhat. There was a time she didn’t dare or had no reason to question it, but now she settles for being agnostic; surely everything she’s endured has paid off somehow? GHOSTS ? : Undecided. AFTERLIFE ? : Yes. REINCARNATION ? : Yes and it terrifies her. ALIENS ? : No. POLITICAL  ALIGNMENT : Doesn’t concern her, but liberal in her views. ECONOMIC  PREFERENCE : It was difficult to go from comfortable to nothing in a matter of months. Meg’s main goal is to get to that place she once was, but she’s not sure how attainable that is. SOCIOPOLITICAL  POSITION : Working class. EDUCATION  LEVEL :  Home tutored—taught what a woman at the time was expected to learn, so her intellectual knowledge is limited, but she has a desire for knowledge. In her modern verse she has graduated highschool.

FAMILY. FATHER : Jules Giry, deceased. MOTHER : Antoinette Giry. SIBLINGS : None. EXTENDED  FAMILY : Not biological, but Christine Daaé is something of a sister to Meg. NAME  MEANING / S : Marguerite is the French form of a female given name (English Margaret, Spanish Margarita) which derives from the Greek Μαργαρίτης meaning "pearl" HISTORICAL  CONNECTION ? : No, although her middle name is that of her mother’s first name which seems to be somewhat of a family tradition.

FAVOURITES. BOOK : Pride and Prejudice, anything by Austen. MOVIE : Not applicable in her main verse, but even in her modern verse Meg doesn’t watch movies too often—they’re expensive! Nevertheless, she’s a sucker for the badly animated and poorly budgeted made films that are on those 24/7 film channels. 5  SONGS : As The World Falls down, David Bowie; Things we Lost in The Fire, Bastille; Youth, Daughter;  Nothing Left to Say / Rocks, Imagine Dragons; Wasting My Young Years, London Grammar. DEITY : Undecided, but for sake of upbringing, the God of Christianity. HOLIDAY : Doesn’t celebrate. MONTH : April. SEASON : Spring. PLACE : Phantasma, Coney Island. WEATHER : Gentle sunlight—not too hot or too cold; the sea during a storm. SOUND : Birds chirping, the collection of voices in a crowd and someone breathing in your ear; the sound of pointe shoes against a rosined stage. SCENT / S : Perfume, sex, sweat. TASTE / S : Alcohol, usually in the form of strong spirits; fish, mints and coffee. FEEL / S : The feeling of bare skin under fingertips, lips against shoulders, needles between her fingers. ANIMAL / S : wolf, tiger, dog, hawk NUMBER : No comment. COLOUR : Sunset orange.

EXTRA. TALENTS : Dancing, singing to an extent, performance, empathy, independence. BAD  AT : Allowing people to help her, confrontational, relaxing, trust. TURN  ONS : Someone who is soft, makes sure it’s what she wants, kisses across her next, fingertips in her hair and across her back; someone who is polite, well mannered and gentle. TURN  OFFS : Pompousness, brutishness, demanding, unkind and apathetic; raised voices. HOBBIES : Enjoys taking walks when she can, reading, cooking (although that’s limited),drinking. TROPES : AESTHETIC  TAGS : Idk? Victorian fashion, bare skin, red lipstick, black coffee, pointe shoes/tuts and stormy weather. GPOY  QUOTES : “Home is not where you were born; home is where all your attempts to escape cease.” - Naguib Mahfouz.

FC INFO. MAIN  FC / S : Nicole Kidman ALT  FC / S : Sharon Millerchip. OLDER  FC / S : Kate Blanchett? YOUNGER  FC / S : Kristen Dunst (child). VOICE  CLAIM / S : No-one tbh GENDERBENT  FC / S : None.

MUN QUESTIONS. Q1 : if  you  could  write  your  character  your  way  in  their  own  movie ,   what  would  it  be  called ,  what  style  would  it  be  filmed  in ,  and  what  would  it  be  about ?           A1 : Probably be one of those indie, modernist films that explore the darker side of life that people so readily ignore. One of those cliché films where Meg is struggling to reach her dreams, but it ends on a positive note where she defies her odds and achieves a place in a ballet company. I don’t know what it’d be called. Probs something like Artiste in Manhattan or something. Q2 : what  would  their  soundtrack / score  sound  like ?           A2 : Mumford and Sons. There is something about their music that really does connect and almost explain Meg.Imagine Dragons are also very much an inspiration for writing Meg. Q3 : why  did  you  start  writing  this  character ?           A3 : Tbh when I watched Love Never Dies for the first time. Fair enough, everyone hates it and it’s not considered canon, blah blah blah. And I’m not saying I consider it canon either, but I was so happy to see Meg actually have a story of some sort? Like, whatever your opinion of the character development, I was just attracted of the possibility to discover her character more through RP because there is so much to explore! I don’t agree for a second that Meg loved the Phantom, that’s where I find the story to be somewhat disagreeable, but Meg’s character in LND is just wonderfully complex and she’s so exciting to write! Q4 : what  first  attracted  you  to  this  character ?           A4 : Sharon Millerchip because this woman is a beast and she acts Meg so well omg. Q5 : describe  the  biggest  thing  you  dislike  about  your  muse.           A5 : She’s a sarky bitch and hates any concept of help which makes relationships of any sort difficult. Q6 : what  do  you  have  in  common  with  your  muse ?           A6 : We’re both sarcastic as hell. It gets us into trouble every now and then, but there you go. Also anxiety lol. Q7 : how  does  your  muse  feel  about  you ?           A7 : Pretty sure she hates me for making her face the problems she so naively ignores.. Q8 : what  characters  does  your  muse  have  interesting  interactions  with ? A8 : Javert, Erik, Priscilla, Raoul de Chagny, Emcee (Cabaret), Jean Valjean, WWII muses. Q9 : what  gives  you  inspiration  to  write  your  muse ?         A9 : People who bash LND Meg and my writing partners. They always draw another side out of her which we didn’t know existed. Q10 : how  long  did  this  take  you  to  complete ?         A10 : Well since having this to answer, @ferocioushonesty has moved their blog from a side blog and onto a main blog and I’m trash because wow. It took me so long to answer omg.