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Inline Gallery and Linking Strategies That Raise Pageviews

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Below are simplified versions of effective interlinking strategies. User behavior is more complex than what is depicted here. A visual representation of user behavior on a site that is 100% accurate would resemble a network assembled from tangled knots. Where a reader begins or ends a session is not always easy to understand due to the randomness of a user's life and thoughts. However, beneath that tangled web, you can create linking blueprints that help to set the process in motion and increase your chances of highlighting certain content and maximizing pageviews.

Contents

An Accurate Visualization of an Interlinking Network
Inline Gallery Best Practices
Linking Best Practices
Example 1: Smart Homepage Design
Example 2: Maximizing Your High-Trafficked Articles
Example 3: Linking Between Timelines
Example 4: Galleries Can Be Reused
Example 5: A Quick Way to Generate Video Revenue
Related Articles

An Accurate Visualization of an Interlinking Network

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In the example above, you can see how chaotic it is to create a visualization of the complex network of interlinked content on your site. Here we're just looking at all of the back and forth connections between one article on your homepage and all of the possible routes a reader can take from that entry point. Trying to plan all of this ahead of time is a lost cause. Add in-content recommendations (using LiftIgniter) and Outbrain's recommended content (which also uses machine learning specific to the user) and this picture becomes even more tangled. That said, using our machine learning tools is the best option for presenting a user with recommended content. It might seem strange, but this chaos isn't chaos at all. This tangled network is actually a good thing (assuming the language surrounding and within the links makes it easy for the reader to understand what they are getting and where they are going). Topics resurface or evolve over time, so the connections made between them are going to have some unexpected twists and turns. So long as the linking makes sense for what the reader is looking for, this tangled web is actually a good thing.

Ok, so there's no master plan you can put in place to perfectly design a linking network. However, there are some best practices and some linking blueprints (for lack of a better term) that can be replicated across your site to maximize your pages/session. 

Below, we'll explore some simple visuals that can help you link more effectively.

Inline Gallery Best Practices

Our Inline Gallery tool is great for generating pageviews and provides a lot of spots for smart interlinking.

  • Have a keyword rich gallery title.
  • Have a keyword rich gallery caption.
  • Use rich terms/tags that would draw people over to more inline gallery content.
  • Have titles and captions for each photo.
  • Make sure all photos have alt text.
  • Use strong anchor text to hyperlink to related content.
  • Click the pencil in the bottom righthand corner of the photos to turn them into hyperlinks to more photo gallery content.
  • Inline gallery photo captions have the same formatting options as the composer. That means you can use bulleted and numbered lists and sub headers within your captions. This increases engagement for each photo and is an intelligent way to use keywords.
  • Reach out to publisher support (pubsupport@thearenagroup.net) and ask to have your inline galleries set to have an ad after every photo. This maximizes ad space on your page.
Use inline galleries to link to other articles with inline galleries. Updating old content that has lost some traffic to have descriptive inline galleries can help regain pageviews and potentially draw more users from Google Images. 

Linking Best Practices

  • While it's frequently suggested that you don't link to a competitor's website, sometimes it's unavoidable. Google is constantly updating its algorithm to emphasize YMYL content and quality backlinks. To avoid the problem of losing through-traffic to your sources, consider burying sources in a sources section beneath your related content. If you link to outside sources throughout the article, consider numbering them using superscript. People are less likely to click on superscript text than they are on good anchor text.
  • Make sure to have good anchor text when interlinking to your articles.
  • Remember to never link downward in quality. 
  • Make sure the content is relevant enough to benefit the reader. The more unrelated the content is to the original article, the more likely Google is to see that as a bad link.
  • Link smart, don't overwhelm your reader with links. Diversify where you place your links. Try having some clickable images, hyperlinked text in photo captions, hyperlinked text in body paragraphs, and hyperlinked H2s or H3s. 
  • When editing old content, make sure to remove any broken links. Broken links are bad for SEO.
  • Share content that contains inline galleries on social. Every pageview from social will become more photo pageviews. These photos can be used as hyperlinks to more related content, generating more pages/session from social referral traffic. 
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Related Articles

Combine the tips in these articles with what you are about to learn to maximize your revenue. 

Example 1: Smart Homepage Design

Your homepage is like a storefront window and users are window shoppers, the more options people are given to read (without looking messy, of course) on the homepage, the more useful it is to the reader. Using liftIgniter to automate your homepage feeds will likely help you to get more people to bookmark your homepage. 

Consider using flex panels on your homepage:

Flex Panels display multiple content feeds next to each other in columns, or “panels”. They can have two to three panels, and the e panel can be displayed larger than the others in a hero format. Items in Flex Panels can be displayed as portrait or landscape images, as well as text-only, and can be presented either as image or standard cards. Increasing the density of content on the homepage with a clean and easy-to-read layout is likely to improve pageviews by increasing the amount of users who come to your site directly from having it bookmarked. Increasing the amount of content on your homepage may also grow the number or readers who click back to the homepage after visiting another page.

Think of articles on a homepage like items on a rack in a storefront window. Homepages are like window shopping, a clean look with many options generated by using specific tags or machine learning technology can improve the number of people who bookmark your homepage. In this example, let's imagine you've created a homepage that includes a feed for high-performing photo gallery content. Since photo galleries generate pageviews for each photo page a user reaches, using an inline gallery (where photos are stacked one on top of the other, generating pageviews for every photo the user scrolls by) is often the best option. In the example below, you can see how a reader can enter on one article with an inline gallery, then that gallery creates a tree of interlinked content.

  • Imagine 10,000 users enter your homepage each day and 1,000 click on an inline gallery and that gallery has 10 pages.
  • Let's say that most of those 1,000 users make it through 7 photos in the gallery. You've generated 7,000 pageviews + the original 1,000 and created more ad space.
  • Now, let's imagine that 100 of those readers click through to another interlinked inline gallery. These readers on average make it through 5 photos. That's another 500 pageviews + the 100 views spread out across pages where the inline galleries live.
  • Now let's imagine that 10 more people click through to another inline gallery and average 4 photo pages. That's 40 pageviews + the original 10.

Visualization

Screen_Shot_2021-12-01_at_1.01.31_PM.pngHere's what those pageviews would look like:

Traffic From the Article Where the User Entered : 1,000 + 7,000 = 8,000 pageviews
2nd branch: 100 + 500 = 600 pageviews
3rd branch: 10 + 40 = 50 pageviews
Total pageviews: 9,100

Ad Benefits

If this strategy generates 1 more ad view from each pageview. That's 9,100 more ads viewed as a result of that one entry point. 

Using LiftIgniter

In early 2020, Maven acquired recommendation technology company LiftIgniter (LI). Maven was already using LI at the time for recommendations in the Recirculating Content Widget (RCW), but post-acquisition there was an interest in deeply integrating LI recommendations into Tempest. The goal was to use LI to power (some of the) recommendation areas already natively implemented within Tempest, in the form of components powered by content loaders. In other words, piggyback on the design and configuration work that has already been done, and provide the ability to swap to the LI algorithm.

The hope with doing this was to make available a more powerful recommendation algorithm, thereby improving user experience as well as driving more clicks and engagement.

The LI algorithm may not support all component types. As of July 2021, the list of supported component types includes: standard tile hub, image tile hub, list hub, collection strip, hero hub, tile grid, and flex grid. As of July 2021, this covers most components that show lists of items and that we’d want to personalize; however, for any new components added to Tempest, work needs to be done to support personalization.

We introduced three new configuration fields for Tempest components that support the LI algorithm. These appear right below the component type dropdown and above the content loader configuration.

    • Personalized Recommendations (boolean) - this turns personalized recommendations on/off. The default is off.

    • Percentage for Personalized Recommendation - this allows us to determine what % of the results will be personalized (powered by LI). The remaining % of the results will maintain the existing content loader results. The percentage splitting is at the user level, so a single user should remain in the same slice across multiple page loads. This is A/B testing baked into the component configuration.

    • Key Values For Personalized Recommendations - this allows us to pass key-value pairs to trigger specific rule criteria for the LI algorithm. See Configuring rules for LI Algo / personalized recommendations for more details.

Simply put, you can use LiftIgniter to personalize the user's experience with in-content recommendations and with your homepage. Without exception, this machine learning tool will increase traffic to and from your homepage. 

Example 2: Maximizing Your High-Trafficked Articles

You can hyperlink each photo in your inline gallery to a high-performing article with video content. You can create a relationship between your video content and your inline galleries by smart interlinking, maximizing the revenue from each pageview. 

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Example 3: Linking Between Timelines

Inline galleries can be used to make timelines. You can take a long timeline and break it apart into more articles that go into greater detail on each part of the original article. These can all be linked together so the reader cycles through the interlinked content, maximizing pageviews while simultaneously offering the reader more info every time they click through to another article.

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Example 4: Galleries Can Be Reused

In this example, let's imagine we are strategizing for a website that specializes in entertainment and celebrity news. Maybe we have a slew of articles that cover details about television episodes. Having an inline photo gallery of the cast with all of the fields filled out can be used to greatly increase pageviews across your high-performing articles by having each photo page of the gallery link out to another article with an inline gallery. 

Using the photos as clickable hyperlinks to related content about the famous people shown in the pictures is a great strategy for creating through traffic. This strategy is not specific to tv and entertainment but can be replicated across any topic where a gallery is used to create a list of main characters, cast members, investors, employees, players, actors, etc. 

Galleries can be reused, but only if they are a part of an article with lots of original content. If the gallery is the main point of the article, then this will definitely be seen as duplicate content, but something like a cast list photo gallery would most likely not being damaging to SEO.

Note! Inline photo galleries can be copied and pasted into other articles. Just make sure to remove cast members who are not relevant and change enough information within the pasted gallery that it is not an exact copy.  This is how you can turn every 1 pageview into 30 pageviews (spread out across photo pages) with only an hour of work.

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Example 5: A Quick Way to Generate Video Revenue

In the example below, rather than creating origin video content for every high-ranking evergreen article on my site, I've created one video for each primary section and placed them on the top ranking articles for each section. Eventually you'll want original video content on each top ranking article, but in the meantime this strategy can greatly increase the value of your highest trafficked evergreen articles. If each of these top ten articles also had an inline gallery, you'd more than double the number of pageviews generated by that entry point. 

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Related Articles

Combine the tips in these articles with what you are about to learn to maximize your revenue. 

If you have any questions or want to learn about more interlinking and revenue strategies, please email nwright@thearenagroup.net.
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