Top pages according Link Explorer shows 301 pages and images

[ajiabs]

I was looking at the top pages on my website using Link Explorer, it contains 301 pages and image URLs. Is this expected or I should be doing something to fix it?

URL with second highest PA in site is a page already 301 redirected more than 6 months back. URL with highest PA in my blog is a random image in the blog, rather than any blog posts.

Is this normal?

Thanks

-Aji

[effectdigital]

Usually this is accurate but it could involve you taking measures to insulate your SEO authority further. A 301 redirect won't transfer 100% of the link equity from one URL to another. If the pages are highly related and share much of the same content, almost all of the link equity flows through! If the pages contain significantly different content or are not related thematically, as little as 0% of the equity can flow through the 301 redirect (it's not a simple input / output equation)

The SEO authority of a given URL is still partially (maybe mostly) defined by Google's PageRank equation. Whilst 'toolbar' PageRank is dead, 'real' PageRank (which SEOs have never seen) is still an integral ranking factor. Google still (for the most part) considers the web to be an amalgam of interlinked 'pages' (rather than websites, or domains). That's not to say that domain-level checks don't happen, they do. For the most part though, since Google lists individual web-pages in its results (not entire sites launching with a single click) - page level metrics remain extremely important.

If you combine both of these pieces of knowledge, you'll see why Moz's link explorer may state that some of your URLs which now result in 301s, are worth more (or more attention) in terms of your SEO. Other tools like Ahrefs or Majestic will do exactly the same thing, it's not accidental.

The fact is that a page with loads of great backlinks, will usually outperform another URL receiving similar calibur link equity which is then diluted (a little or a lot) through redirects (even including the mighty 301!)

Due to all of this, whilst the 301 redirect is a great measure to translate as much equity to the new URL as possible, it's not 'as good' as having all of those links altered to point to your new resultant page. Link amends usually always out perform 301s if they are managed in their totality, the viability of getting every link switched over though (as the coding for those sites is not under your direct control) is minimal

The suggestion is always to put the 301 layer underneath, but to get as many of your links actually shifted to point to your new address - as possible! Certainly your very best backlinks should be moved over. In this way, even if the new URL is a little different and Google's page comparison algorithm kicks off, you've partially circumvented some of the issue

Due to all these factors, migrations of any kind (even internal ones) often result in slight traffic dips and dents. Although that's true; moving to new architectures which are better, unlocks the long-term 'space' to achieve more than you ever did before. Without growing room, you stagnate (and in the competitive world of internet marketing - that's a big no-no)

[meghanpahinui]

HI Aji!

Thanks so much for the great question! Our index does take 301 redirects into account but in order for our tool to recognize and report the redirect has been added, it would need to recrawl that page/link. I'd be happy to look into this more for you. Would it be possible for you to email the website you're working with and the 2 links you're referring to on over to help@moz.com? That way I can do some digging and make sure I'm providing the most accurate answer I can. Looking forward to hearing from you!