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Kyla Becker

Kyla Becker is an Associate Product Manager at Merkle|RKG.

Kyla's Articles, Blog Posts, Webinars and More

Did you know? Google sees JavaScript links you don’t

Most SEMs are aware by now that Google is parsing JavaScript and processing content within the DOM. We know this not only because Google has flat out told us, but also because it has been tested.

We know all of this — and yet, tools which provide backlink data are only seeing classically formatted <a href> HTML elements listed within a given page’s source code. They specifically are not capturing link referrals from JavaScript redirects, dynamically inserted <a> tag links or URLs associated with JavaScript onclick events — all of which I will refer to hereafter, collectively, as JavaScript-based link referrals.

With the exception of Google Search Console (GSC), whose backlink data is limited, top backlink data providers like Majestic SEO, Ahrefs, Moz Open Site Explorer and SEMrush are not currently reporting on JavaScript-based link referrals.

Back to basics: Why you need to stop stressing over backlinks

Backlinks are important — there’s no argument on that fact. The emphasis that has been placed on backlinks in the past decade, however, has caused SEOs to hyper-focus on something that was never meant to be a marketing strategy.

I cannot count the number of times I have had conversations with clients, trying to impress upon them how they hurt their digital marketing efforts by prioritizing followed backlinks over relevancy, value and innovation in their marketing strategies.

In my experienced opinion (5+ years in the link business, 50+ clean-up efforts, 100-percent penalty removal success rate), the downward spiral of ineffectiveness begins the moment you start a marketing strategy conversation with, “What can we do to get followed backlinks?”

When backlinks become the primary KPI of your campaign, you’ve effectively shifted focus away from your customer and to your bottom line. Your readers will notice this lack of sincerity, as will the influencers you try to engage with.

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Maggie: the essence of content strategy

It is important at this juncture to clarify that “content strategy” and “content marketing” are separate things. In keeping with my standard of simplicity, let me briefly explain: Content strategy is the plan developed; content marketing is how that plan gets executed.
Topics: Search Engine Optimization (SEO)