Will Critchlow's Posts



Proposing Better Ways to Think about Internal Linking

I’ve long thought that there was an opportunity to improve the way we think about internal links, and to make much more effective recommendations. I feel like, as an industry, we have done a decent job of making the case that internal links are important and that the information architecture of big sites, in particular, makes a massive difference to their performance in search (see: 30-minute IA audit and DistilledU IA module).

And yet we’ve struggled to dig deeper than finding particularly poorly-linked pages, and obviously-bad architectures, leading to recommendations that are hard to implement, with weak business cases.

I’m going to propose a methodology that:

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First Click Free is Dead, but is its Replacement Really any Better for Publishers?

The publishing industry has been claiming victory recently in a long-running disagreement with Google over how subscription content (i.e. content that sits behind a paywall or registration wall) should appear in their search results:

There’s a lot of confusion around the new policy which Google has announced, and a lack of clarity in how the media, publishers, and Google itself is reporting and discussing the topic.

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8 Reasons You Should Join us at SearchLove London 2017

We’re closing in on SearchLove London - it’s on 16th and 17th October - in just a few short weeks’ time. We’ve been running a conference in our home city since 2009, and I’m as passionate as I’ve ever been about making our events stand out.

You can still get a ticket for under £900 - the classic all-access pass costs £899 +VAT - and get access to the whole conference as well as after-show entertainment on both nights.

JOIN US FOR SEARCHLOVE LONDON 2017

Here’s why we think our show is special:

1. Quality

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The EU is Wrong, but Google is Still in Trouble

I’ve found it tough to get my head around all the arguments in the recent EU judgement against Google. I find that writing helps me get my thoughts together and work out what I really think, so here goes. Let’s find out whether I agree with the ruling or not…

First - the background - you only really need to read two things to get the gist of the complaint:

  1. The EU’s press release announcing the record EUR2.4 billion fine is surprisingly accessible and readable, and links out to a bunch of useful resources

  2. Google’s response is relatively short and seemingly light on content, but actually frames the key points of the counter-argument well when you know what you’re looking for - see below!

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Early Results from Split Testing JavaScript for SEO

We’ve been testing what happens when pages rely on JavaScript to render properly - and one of our first tests showed an uplift when we removed a reliance on JS:

As many of you know, at Distilled we believe that it’s increasingly important to be testing your hypotheses about what will affect your search performance.

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