Are You Getting Punished By Google For Too Many Broken Links?

Adaptistration People 149Ten years ago, narrative marketing was the rage and one of the byproducts from that trend was a sharp uptick in the amount of static web content with embedded text links. At the same time, checking all of that content to see if any of those links went bad is about as engaging as a root canal so many arts administrators tend to stick their heads in the sand and pretend not to notice. But did you know your blissful ignorance is being penalized by Google.

Simply put, if you don’t make sure your outbound (external) links are valid, Google will aggressively assign big, ugly penalties to your website.

This means you’ll end up lower on search results because if you don’t care about sending visitors to a bunch of 404 error pages, why should they reward your indifference with a higher page rank?

Fortunately, there are tools you can use to make this otherwise mind-numbingly dull task a breeze. I published an article at ArtsHacker today that examines one such wonderfully effective, and free, tool in the form of a Google Chrome browser extension.

Read the article at

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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