Posted by EllieWilkinson
Hey Moz fans! I’m Ellie, and I’m part of the newly formed Customer Success team at Moz. As part of the “S” team, I work to teach customers how to be successful marketers and awesome Moz users.
Whether you’re an old pro or a n… Continue reading →
Posted by PhilNottingham
This post can be considered a sequel to this post from 2012.
Back in July, Google rolled out a bunch of changes in the way they treat rich snippets in the search results (check out this fantastic post from AJ Kohn for the details).
One of these shifts was to dramatically scale back the prevalence of video snippets in universal search results, restricting them exclusively to domains where video is the core offering of the site.
A list of domains receiving rich snippets as of August 2014, courtesy of Casey Henry.
For me, this sparked three questions. Why has Google done this? Will it stay like this? Does this affect my video marketing strategy?
We don’t know, but we should behave as if this is the new paradigm for video SEO. My expectation is that video snippets should come back in for more and more domains over time, as Google get better at working out when video is the explicit focus of a page and domain; but even as this expands, the majority of sites doing video will not be able to secure video snippets for their own domain (this mirrors trends in other types of snippets too).
Yes it does.
Rich snippets have always been a huge part of video SEO. Whitelisting all YouTube videos while removing snippets from most other sites has a profound impact. Practically speaking, it means that hosting through YouTube is now the only way the majority of businesses will get a video snippet ranking in universal search, albeit always pointing to the youtube.com instance of a video, rather than their own site.
This means that YouTube’s importance and value as a marketing channel, particularly where SEO is concerned, has expanded considerably. Google’s favouritism towards their own platform, alongside the continued focus on domain diversity within SERPs means YouTube can now be considered a scalable and easy way to get content ranking for some competitive terms, securing an eye-catching snippet in the process. In terms of owning Google SERP real estate, YouTube has just become one of the most powerful tools in any SEOs arsenal.
For any popular search topic where you’re trying to cement your brand as a key player, you should be using YouTube as part of your marketing mix. Additionally, for competitive queries, you should be considering YouTube as a way to optimise secondary pages which can take up additional spots alongside pages from your own website, thereby expanding your own presence in the search results and lessening the exposure your competitors get.
A word of warning though: This tactic should be carefully tested on a site-by-site basis before rolling out at scale, as sometimes having a YouTube video ranking as well as a page on your own site can cannibalise your organic traffic. YouTube usually won’t refer a huge amount of traffic to your site (rarely more than 1% of views), so the approach can prove counter-productive on occasion.
As of now, If you have an SEO strategy that doesn’t include YouTube, you’re doing it wrong.
– Phil Nottingham, July 2014
(Tweet this quote)
However, while YouTube’s importance and value has increased, the nature of the platform hasn’t fundamentally changed. In order to get a video ranking highly in Google and YouTube search, you need to generate engagement. Shares, subscriptions and engaged views are still the metrics which will ultimately result in better rankings and to do this organically, you need to create content which appeals to audiences who find your content via YouTube search, YouTube recommended links and Google search; rather than just the audience who watch videos via embeds on your site.
This means you have to create content with the “YouTube context” in mind (i.e. ensuring the videos you make are relevant and valuable for audiences when viewed in isolation), and not assuming that because a video gets good engagement when embedded on a page on your site, this will necessarily translate to engagement on YouTube. It’s not true that all of your videos should live on YouTube by default. For content where retaining engagement on-site is more important than just getting more eyeballs (i.e. when you’re trying to build a community, build links, generate email sign-ups etc.) securely hosting your videos and driving traffic exclusively to the canonical version on your site is usually still the best option.
So, what sort of content should you be creating for YouTube? I have put together a “non-whiteboard Monday” to explain…
[Editor’s note: “Non-whiteboard Monday” isn’t actually a new series… at least not yet. Phil is just remarkably (and often hilariously) creative. =) ]
These changes to Google’s algorithm shouldn’t fundamentally change your decisions about hosting, and the core reasons for using YouTube vs securely hosting remain. If you want as many people to see your video as possible, you should be using YouTube. If you want to retain control of the traffic on your own site, you should be self hosting, or using a third-party platform like Wistia (I explicitly mention Wistia throughout this section as it’s the best platform on the market right now, but there are other good options).
For most businesses, you should be doing some mixture of the two, with content created specifically to take advantage of the benefits of each platform.
Core advantages of different hosting options:
| YouTube | Secure Third-Party Solution (e.g. Wistia) |
|
|
Ostensibly, you need to start with what type of content you’re creating and what you’re trying to achieve with it.
I think there are broadly three different marketing goal buckets which you might create video to support: Brand awareness, consideration and advocacy and conversion.
Under this framework, your video hosting plan should be as follows:
Here, I am talking about video to support a context towards the latter part of the purchasing funnel. While, in some sense, all content is designed to improve conversion, I explicitly mean “a video designed to improve the conversion rates on a specific page”. Examples might be videos for product pages, a home-page explainer video or a video encouraging subscriptions to a mailing list.
Inherently, video created to support a specific page will only really make full sense when watched while on that page—meaning the content should be secured to retain control of the user experience. Additionally, for this kind of content, gaining a clear picture of how users are behaving after watching the video becomes incredibly valuable—which is why a secure, paid platform such as Wistia is the right way to go.
Much like with conversion video, this one is relatively clear cut. If you’re goal is exposure and getting your name out there, you want to host with the platform that will maximise visibility across search and social, which is YouTube.
Video to improve brand awareness typically takes the form of creative stories—videos designed to be sharable and to promote a core message that reinforces positive association.
Here I refer to videos created to move your target audience from initial awareness of your business to point of considering becoming a customer or brand advocate. Videos for consideration might take the form of tutorials, how-to’s or bits of thought leadership—often informational content designed to acquire links, shares and stimulate conversation. Some more promotional pieces also fit into this model, such as trailers.
For this kind of video, the choice is much more complex. Often the style of video will work well for an audience on YouTube, but it can be much more valuable for you if users engage with the content on your site rather than on YouTube.com. Fundamentally here, you need to make a choice regarding what’s more important to your business — If it’s more critical to retarget users and bring them into an owned ecosystem (your website), using Wistia (or similar) will be a better option for you. Similarly, if your domain isn’t as strong as it could be, securing content and ensuring all views on your site will mean you can retain the equity from links and shares. However, if you have a strong site but lack core awareness of your brand—then you may decide hosting exclusively with YouTube and embedding the YouTube versions of your video is a better bet—so that you’re fully optimising for your presence on YouTube. In many senses, it’s the same kind of choice as guest authoring an article on a popular blog vs publishing the article on your own site. Each option has its benefits, and the nuances of the content and your target audience will determine the most sensible approach.
You can also choose to embed content using Wistia (or similar), but then put the content on YouTube as well. While such an approach may have some strategic value (e.g. allow integration with Google plus, while allowing you to ensure the version on your site gets most of the shares), it does have some drawbacks… Fundamentally, it’ll mean that you’re poorly optimised for YouTube. In order to maximise the benefit YouTube will give you as a platform for seeding content, you want to ensure you get as many views, shares and embed as possible of the YouTube version of your video; which won’t happen if you choose to embed securely and then add the video to YouTube after the fact. Additionally, if you have a reasonably weak or young domain, you can find instances where YouTube.com will end up out-ranking your site and the YouTube version of your video becoming the de facto canonical—acquiring the majority of links, shares and traffic from search.
As previously mentioned, to make strategic decision about video hosting, you ultimately have to start with the goal. If you’ve created video without really knowing what you want to achieve with it, then your best bet is to experiment liberally to work out whether your audience find the content valuable and determine in what context it’s of most use to them.
Nevertheless, if you have an existing library of content and can’t work out where to host it, the following flow diagram may be of use to you. Note: this is designed to be relevant for businesses doing video marketing to promote a product or service. If you are a publisher or content creator looking to monetize your content, you should likely use Brightcove to host all on-site video, while syndicating some relevant content to YouTube.)
You can, but then you’re missing out on the better analytics and marketing tools you can get from a secure third-party platform.
No. Vimeo is a great platform and community for creatives, but holds little value for businesses. Vimeo Plus and Pro can be considered cheap secure hosting solutions, but the toolset and analytics features are subpar. Wistia’s free plan is both better… and free.
No. If you’re a business trying to sell a product or service (and not just monetize your content), doing this just means that your customers will be distracted by ads from other organisations – and it also means your competitors can advertise on your videos if they wish. Side note: if your competitors are allowing advertising on their own YouTube channels, don’t waste that opportunity….
Make a better one. If you’re dealing with a search query that only returns one YouTube video, the likelihood is, you can either get a second one ranking or switch out the existing result for a video which is more authoritative and better targeted. Source some user feedback on your competitor’s video to determine how it could be improved, build a better version and then get as many quality views, shares and embeds as you can.
I hope you found this post useful! Please hit me up in the comments with any questions and I’ll answer them to the best of my ability.
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Posted by kerrybodine
At every stage in the marketing funnel, it’s crucially important to empathize with your customers’ interactions with your business, feeling great about the high points and frustrated by the lows. In today’s Whiteboard Friday, MozCon 2014 speaker Kerry Bodine shows us all about customer journey mapping—a tool that allows us to visualize and learn from those experiences.
Hi, I’m Kerry Bodine. I am a customer experience consultant, and I am the co-author of a book called “Outside In.” The subtitle of the book is “The Power of Putting Customers at the Center of Your Business.” That’s really what I am all about. I try and help companies to take customer knowledge, customer insights and really bring it into their organization, so that they can become more customer-centric.
What I’d like to share with you today is a tool from the customer experience world that I think is really critical for every marketer out there to understand. It is called a “customer journey map.” Really simply, all a journey map is, is it’s an illustration that shows all the different steps that your customers go through as they do business with you over time.
In addition to showing just what they do, it also shows customers’ thoughts, their feeling, and their emotions. The goal of the customer journey map is really to get a holistic view of what the customer is going through from their point of view and really what it’s like for them on a personal level, that human level. I’ll share a little bit about how customer journey maps work, and we’ll wrap up with how you can do this yourselves within your own organizations.
What I’ve got behind me here is the start of a customer journey map, what this typically looks like. As you can see, as customers interact with you, it’s not just a straight line. Some of those experiences are going to be better, and some of those experiences are going to be worse. What you want to do is you want to track what those actually look like over time. Now ideally, you are going to be understanding where those bright spots are. Those are the things that your company is really doing well to help meet your customers’ goals.
You’ve also got to understand where things aren’t going so well for your customers, where you’re not delivering the value that they’re looking for, where you’re making it really difficult just to do business with you, or where you’re just not treating them as a human being. You’re treating them as just kind of a line in a spreadsheet or maybe a record in your CRM system. We’ve got to really understand our customers at a human level.
Why is a journey map like this so important for marketers? Well, part of the reason is that, at some point as we go along this journey, we’re going through that typical marketing funnel. The customer first learns about your products and services. Then there’s consideration, and they move into actually purchasing whatever it is that you’re providing. We’re not talking with those words when we’re doing a journey map, because no customer is out there saying, “Oh, I’m in the awareness phase right now of buying shoes.”
No, they’re just saying, “Hey, I’m out there researching shoes.”
Those are the types of steps that you put on here. As you go along, your customers are learning about your products and services, and then they’re buying them hopefully. At some point, the traditional role of the marketer ends. The rest of the customer journey, maybe receiving those shoes in the mail if they’ve ordered them online and then trying them on, and if they don’t fit, maybe the process of returning them, that all happens after that purchase point. We’ve got half of this customer journey that’s really all about making promises to the customer.
This is what marketing is traditionally set up to do. They are set up to help customers to understand why it’s going to be so amazing to spend money with their particular company. All of these different touch points here are in the service of making a promise to the customer about what they’re going to get after they’ve purchased from you. All of the touch points that follow are really about delivering on that promise. As you can see in this journey, the organization really didn’t deliver well on whatever it was that was promised during this phase over here.
The interesting thing is that not only do marketers need to care about these journey maps, but everyone else in the organization does as well. While marketers might be primarily responsible for this process of making promises, there are many, many other parts of the organization that are primarily responsible for delivering on those promises. You’ve got people who are working in customer service, in retail, in finance, in operations, behind the scenes, in parts of the organization like legal and IT, parts of the organization that never even talked to a customer typically during their employment at that company or maybe in their entire careers.
These journey maps can help to unite all of the different parts of the organization. It can help someone in marketing understand really what they need to be promising in order to have expectations set correctly for the end of this process. It can also help people who are responsible for delivering the rest of the customer experience. It can help them understand really what that pre-purchase experience is like and really what is being promised to customers.
This is really an effective tool at helping to break people out of their organizational silos, getting them to understand that holistic customer viewpoint across all the different touch points, and getting people within the organization to have empathy for each other, their fellow colleagues, or perhaps external partners, who are all playing a role in delivering this journey behind me.
How can you do this yourself within your organization? What I want to do is share with you a very simple method for doing journey mapping with any group. All you really need is to have a whiteboard like this, or maybe you’re going to have a big sheet of butcher paper that you can get at any office supply store. You want to have some markers. I typically like using Sharpie markers, because you can read them from a distance. My very, very favorite tool for doing this, packs of sticky notes.
All you’re going to do is you’re going to write down each step in the customer journey on a different sticky note. Then all you need to do is put them up on your whiteboard or your piece of white butcher paper in the order that the customer would go through their particular journey.
I mentioned buying shoes before, and what I’m putting up here are all the different steps that a customer might go through if they were buying shoes from your company. They’re going to search for the shoes. They’re going to follow a link to a website. They’re going to learn about the product. They’re going to buy the shoes. They’re going to wait to receive them. Then they’ll finally receive them. They’re going to try on the shoes, and they’re not going to fit here. They’re going to go to the website, but they can’t find the returns information. They’re going to call customer service. They’re going to get the return information. I’m running out of room here. They’re going to print a return label. They’re going to box up their shoes, and then they’re going to drop the box off at the shipper, UPS or USPS, whatever it is that they’re using.
That’s really the basic building blocks of creating a journey map. It’s just going through and mapping out step by step what the customer is going through. I like using stickers for this. You can get red and green stickers at your office supply store. You can use markers. The idea is that you’re going to note where the different steps in that process are going well and then maybe where those steps start to go south. This will give you a really good depiction of where the problem points are in your customer journey and where you need to focus on improving interactions to better meet your customer’s needs.
You can go a lot further with this. You can start detailing what your customers are thinking and what they’re feeling. You can add those in on different colors of Post-it notes. You can also denote all of the different touch points that they’re interacting with. Are they talking to the call center? Are they on the website? Are they on Google? Whatever those touch points happen to be. You can even dig down deeper into the organization to start to identify who is responsible for all of those different interactions, so that again you really know where you need to be focusing on fixing the systemic problems within your organization.
What I would recommend that you do is conduct this type of exercise with people from across your organization. I mentioned that this is a really great tool for breaking down organizational silos. Really, that’s only going to happen if you get the people from all of those different organizational silos involved in creating this diagram. Hold a half-day workshop. Bring in people from all the different parts of your organization, maybe some of your key partners, and map out what you think this journey is based on your best assumptions about customers.
But don’t stop there, because, often, what we find are that our assumptions are either wrong or they’ve got big gaps in them. The second step to this process is to bring customers into the workshop and have them validate this. The beauty of this is that when you’ve created this out of sticky notes, your customers are going to have no problem going up and removing sticky notes, adding new sticky notes, moving them around so that the journey more accurately reflects what it is that they go through when they do business with you.
That is Journey Mapping 101. I hope that I’ve introduced you to a tool that you can use within your organization. If you would like more information about customer journey maps, please visit my website. It’s KerryBodine.com/CustomerJourneyMaps. Thanks very much.
Video transcription by Speechpad.com
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Posted by RobertFisher
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.
What if you owned a paid directory site and every day you received emails upon emails stating that someone wants links removed. As they stacked up in your inbox, whether they were pleasant or they were sternly demanding you cease and desist, would you just want to give up? What would you do to stop the barrage of emails if you thought the requests were just too overwhelming? How could you make it all go away, or at least the majority of it?
We had a new, important client come aboard on April 1, 2013 with a lot of work needed going forward. They had been losing rankings for some time and wanted help. With new clients, we want as much baseline data as possible so that we can measure progress going forward, so we do a lot of monitoring. On April 17th, one of our team members noticed something quite interesting. Using Ahrefs for link tracking, we saw there was a big spike in the number of external links coming to our new client’s site.
When the client came on board on two weeks prior, the site had about 5,500 links coming in and many of those were less than quality. Likely half or more were comment links from sites with no relevance to the client and they used the domain as the anchor text. Now, overnight they were at 6,100 links and the next day even more. Each day the links kept increasing. We saw they were coming from a paid directory called Netwerker.com. Within a month to six weeks, they were at over 30,000 new links from that site.
We sent a couple of emails asking that they please stop the linking, and we watched Google Webmaster Tools (GWT) every day like hawks waiting for the first link from Netwerker to show. The emails got no response, but in late May we saw the first links from there show up in GWT and we submitted a domain disavow immediately.
We launched their new site in late June and watched as they climbed in the rankings; that is a great feeling. Because the site was rising in the rankings rather well, we assumed the disavow tool had worked on Netwerker. Unfortunately, there was a cloud on the horizon concerning all of the link building that had been done for the client prior to our engagement. October arrived with a Penguin attack (Penguin 2.1, Oct. 4, 2013) and they fell considerably in the SERPs. I mean, they disappeared for many of the best terms they had again began to rank for. They had fallen to page five or deeper for key terms. (NOTE: This was all algorithmic and they had no manual penalty.)
While telling the client that their new drop was a Penguin issue related to the October Penguin update (and the large ratio of really bad links), we also looked for anything else that would cause the issue or might be affecting the results. We are constantly monitoring and changing things with our clients. As a result, there are times we do not make a good change and we have to move things back. (We always tell the client if we have caused a negative impact on their rankings, etc. This is one of the most important things we ever do in building trust over time and we have never lost a client because we made a mistake.) We went through everything thoroughly and eliminated any other potential causative factors. At every turn there was a Penguin staring back at us!
When we had launched the new site in late June 2013, we had seen them rise back to page one for key terms in a competitive vertical. Now, they were missing for the majority of their most important terms. In mid-March of 2014, nearly a year after engagement, they agreed to do a severe link clean up and we began immediately. There would be roughly 45,000 – 50,000 links to clean up, but with 30,000 from the one domain already appropriately disavowed, it was a bit less daunting. I have to say here that I believe their reticence to do the link cleanup was due to really bad SEO in the past. They had, over time, had several SEO people/firms and at every turn, they were given poor advice. I believe they were misinformed into believing that high rankings were easy to get and there were “tricks” that would fool Google so you could pull it off. So, it really isn’t a client’s fault when they believe things are easy in the world of SEO.
About two weeks in, we saw them start to pop up randomly in the rankings. We were regularly getting responses back from linking sites. Some responses were positive and some were requests for money to remove the links; the majority gave us the famous “no reply.” But, we were making progress and beginning to see a result. Around the first or second week of April their most precious term, geo location + product/service, was ranked number one and their rich snippets were beautiful. It came and went over the next week or two, staying longer each time.
To track links we use MajesticSEO, Ahrefs, Open Site Explorer, and Google Webmaster Tools. As the project progressed, our Director of Content and Media who was overseeing the project could not understand why so many links were falling off so quickly. Frankly, we were not getting that many agreeing to remove them.
Here is a screenshot of the lost links from Ahrefs.
Here are the lost links in MajesticSEO.
We were seeing links fall off as if the wording we had used in our emails to the sites was magical. This caused a bit of skepticism on our team’s part so they began to dig deeper. It took little time to realize the majority of the links that were falling off were from Netwerker! (Remember, a disavow does not keep the links from showing in the link research tools.) Were they suddenly good guys and willing to clear it all up? Had our changed wording caused a change of heart? No, the links from Netwerker still showed in GWT; Webmaster Tools had never shown all from Netwerker, only about 13,000, and it was still showing 13,000. But, was that just because Google was slower at showing the change? To check we did a couple of things. First, we just tried out the links that were “lost” and we saw they still resolved to the site, so we dug some more.
Using a bit of magic in the form of a User-Agent Switcher extension and eSolutions, What’s my info? (to verify the correct user-agent was being presented), our head of development ran the user-agent string for Ahrefs and MajesticSEO. What he found was that Netwerker was now starting to block MajesticSEO and Ahrefs via a 406 response. We were unable to check Removeem, but the site was not yet blocking OSE. Here are some screenshots to show the results we are seeing. Notice in the first screenshot, all is well with Googlebot.
But A Different Story for Ahrefs
And a Different Story for MajesticSEO
We alerted both Ahrefs and MajesticSEO and neither responded beyond we will look into it canned response. We thought it important to let those dealing with link removal know to look even more carefully. Now August and three months in, both maintain the original response.
The user-agent or user-agent string is sent to the server along with any request. This allows the server to determine the best response to deliver based on conditions set up by its developers. It appears in the case of Netwerker’s servers that the response is to deny access to certain user-agents.
If you talk with anyone who is known for link removal (think people like Ryan Kent of Vitopian, an expert in Link cleanup), they will tell you to use every link report you can get your hands on to ensure you miss nothing. They always include Google Webmaster Tools as an important tool. Personally, while we always use GWT, early on I did not think GWT was important for other than checking to see if we missed anything due to them consistently showing less links than others and all of the links showing in GWT are usually showing in the other tools. My opinion has changed with this revelation.
Given we gather data on clients early on, we had something to refer back to with the link clean-up; today if someone comes in and we have no history of their links, we must assume they will have links from sites blocking major link discovery tools and we have a heightened sense of caution. We will not believe we have cleaned everything ever again; we can believe we cleaned everything in GWT.
If various directories and other sites with a lot of outbound links start blocking link discovery tools because they, “just don’t want to hear any more removal requests,” GWT just became your most important tool for catching the ones that block the tools. They would not want to block Google or Bing for the obvious reasons.
So, as you go forward and you look at links with your own site and/or with clients, I suggest that you go to GWT to make sure there is not something showing there which fails to show in the well-known link discovery tools.
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Posted by Trevor-Klein
It is my great pleasure to announce the release of Moz’s third guide for marketers, written by the inimitable Paddy Moogan of Distilled:
We could tell you all about how high-quality, authoritative links pointing to your site benefit your standing in the SERPs, but instead we’ll just copy the words straight from the proverbial horse’s mouth:
“Backlinks, even though there’s some noise and certainly a lot of spam, for the most part are still a really, really big win in terms of quality for search results.”
— Matt Cutts, head of the webspam team at Google, 2/19/14
Link building is one area of SEO that has changed significantly over the last several years; some tactics that were once effective are now easily identifiable and penalized by Google. At the same time, earning links remains vital to success in search marketing: Link authority features showed the strongest correlation with higher rankings in our 2013 ranking factors survey. For that reason, it has never been more important for marketers to truly earn their links, and this guide will have you building effective campaigns in no time.
This is where it all begins. If you’re brand new to link building and aren’t sure whether or not it’s a good tactic to include in your marketing repertoire, give this chapter a look. Even the more seasoned link earners among us could use a refresher from time to time, and here we cover everything from what links mean to search engines to the various ways they can help your business’s bottom line.
Before you dive into building links of your own, it’s important to understand the three main types of links and why you should really only be thinking about two of them. That’s what this short and sweet chapter is all about.
Okay, enough with the theory; it’s time for the nitty-gritty. This chapter takes a deep dive into every step of a link building campaign, offering examples and templates you can use to build your own foundation.
Whether through ego bait or guest blogging (yes, that’s still a viable tactic!), there are several approaches you can take to building a strong link profile. This chapter takes a detailed run through the tactics you’re most likely to employ.
Now that the links are rolling in, how do you prove to ourselves and our clients that our work is paying off? The metrics outlined in this chapter, along with the tools recommended to measure them, offer a number of options for your reports.
If we’re preaching to the choir with this chapter, then we’re thrilled, because spammy links can lead to severe penalties. Google has gotten incredibly good at picking out and penalizing spammy link building techniques, and if this chapter isn’t enough to make you put your white hat on, nothing is.
Mastered the rest of what the guide has to offer? Earning links faster than John Paulson earns cash? Here are a few tips to take your link building to the next level. Caution: You may or may not find yourself throwing fireballs after mastering these techniques.
When we released the Beginner’s Guide to Social Media, there was an instant demand for a downloadable PDF version. This time, it’s ready from the get-go (big thanks to David O’Hara!).
Click here to download the PDF.
We simply can’t thank Paddy Moogan enough for writing this guide. His expertise and wisdom made the project possible. Thanks as well to Ashley Tate for wrangling the early stages of the project, Cyrus Shepard for his expert review and a few key additions, Derric Wise and David O’Hara for bringing it to life with their art, and Andrew Palmer for seamlessly translating everything onto the web.
Now, go forth and earn those links!
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