Ten 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 ArtsHacker.com