Links Analysis for B2B Websites
If there is one element of a Web page that is more important and more valuable than other elements it is the link. After more than a decade the link is still a controlling factor in ranking Websites by the major search engines.
We have seen the trend among business blogs to include more than 100 links on a single Web page. This trend is characteristic among the so-called Web 2.0 and social Web sites. Does this trend apply as well to traditional Websites such as the B2B Websites we are currently looking at?
The first data set shows the frequency distribution for links on the observed B2B Websites and on a group of general Websites.
| Page Link Analysis (average values) | ||||
|---|---|---|---|---|
| Observed Element | B2B June 2009 | B2B May 2010 | B2B August 2010 | General |
| Links Internal Total | 53.7 | 60.8 | 61.8 | 102.3 |
| Links Unique Internal | 39.6 | 45.0 | 46.1 | 73.0 |
| Links External Total | 11.8 | 14.2 | 12.3 | 37.7 |
| Links Unique External | 9.7 | 11.0 | 10.0 | 30.0 |
| Links Total | 63.3 | 72.2 | 71.8 | 138.0 |
| Links Total Unique | 47.7 | 53.9 | 54.2 | 101.5 |
| Nofollow Links | 4.5 | 2.0 | 2.0 | 4.9 |
The next data set shows the tenth percentile of the frequency distribution.
| Page Link Analysis (10 percentile) | ||||
|---|---|---|---|---|
| Observed Element | B2B June 2009 | B2B May 2010 | B2B August 2010 | General |
| Links Internal Total | 10.0 | 10.0 | 10.0 | 25.5 |
| Links Unique Internal | 7.0 | 8.0 | 7.9 | 18.5 |
| Links External Total | 1.0 | 1.0 | 1.0 | 4.4 |
| Links Unique External | 1.0 | 1.0 | 1.0 | 3.7 |
| Links Total | 13.0 | 13.5 | 12.3 | 39.9 |
| Links Total Unique | 10.0 | 10.0 | 10.0 | 29.3 |
| Nofollow Links | 2.0 | 2.0 | 2.0 | 1.1 |
The last data set shows the ninety percentile of the frequency distribution.
| Page Link Analysis (90 percentile) | ||||
|---|---|---|---|---|
| Observed Element | B2B June 2009 | B2B May 2010 | B2B August 2010 | General |
| Links Internal Total | 116.0 | 132.0 | 131.1 | 198.9 |
| Links Unique Internal | 90.1 | 97.0 | 99.0 | 147.9 |
| Links External Total | 24.0 | 31.0 | 27.0 | 83.3 |
| Links Unique External | 17.0 | 24.0 | 23.6 | 65.6 |
| Links Total | 134.4 | 162.5 | 156.1 | 269.1 |
| Links Total Unique | 104.0 | 114.0 | 113.7 | 201.2 |
| Nofollow Links | 7.0 | 2.0 | 2.0 | 19.4 |
The frequency for 80% of the Websites observed is somewhere between the two percentile data sets.
As you can see from the above data sets and bar chart B2B Websites are trailing considerably behind general Websites, but the trend is upwards between years. B2B Websites are increasing the volume of internal links, but not the volume of external links. They are giving less link juice to other Websites, but probably adding more content and navigational links.
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