Dumb SEO Questions

(Entry was posted by Rob K on this post in the Dumb SEO Questions community on Facebook, Wednesday, April 1, 2015).

Tricky question regarding link juice

So I have a tricky question regarding link juice.

Background info:
My companies website has 35 physical locations throughout the UK. Each location has it`s own social media accounts, local citations and reviews. Each location also has a location landing page on the main website, with a link like www.maindomain.com/locations/keyword-locationname.html

The issue:
All the social media accounts, local citations and review listings include a direct URL to the main company homepage. In total there are around 2000 back links all pointing to the main domain, with significant authority being passed along. This is great for the homepage, but not so great for the location landing pages - some of which obviously struggle to rank well in competitive locations.

The Question:
If I were to change all the location social media pages, local citations and review listings to point to URLs of their corresponding location pages, could I harm my overall rankings by redirecting so much authortiy away from the main homepage? Clearly I want the location pages to rank locally and this change would help them do that, but I don`t want to damage the presence of my main brand either.

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YOUR ANSWERS

Selected answers from the Dumb SEO Questions G+ community.

  • Rob K: So I have a tricky question regarding link juice.

    Background info:
    My companies website has 35 physical locations throughout the UK. Each location has it's own social media accounts, local citations and reviews. Each location also has a location landing page on the main website, with a link like

    The issue:
    All the social media accounts, local citations and review listings include a direct URL to the main company homepage. In total there are around 2000 back links all pointing to the main domain, with significant authority being passed along. This is great for the homepage, but not so great for the location landing pages - some of which obviously struggle to rank well in competitive locations.

    The Question:
    If I were to change all the location social media pages, local citations and review listings to point to URLs of their corresponding location pages, could I harm my overall rankings by redirecting so much authortiy away from the main homepage? Clearly I want the location pages to rank locally and this change would help them do that, but I don't want to damage the presence of my main brand either.
  • Nebojsa Djukic: So, most of backlinks you have points to the homepage of your website, and you want to change them to point to your inner pages with the goal to rank them better? ;

    Most of backlinks in your social media accounts are nofollow, so you shouldn't bother with changing them. But changing these dofollow links you have can improve rankings of your inner pages.

    I'm pretty sure that each of your inner pages links to your homepage. If you point backlinks to inner pages they will pass link juice to the homepage through these links, so the homepage will still have enough link juice.

    You can do a test - change a backlinks to some of your inner pages and watch for a few weeks to see what will happen. ;

    However, I think it's better to leave these links as they are. Check your internal link structure, try to improve your onsite SEO and to build a few more links, but this time to your inner pages.

    Yes, that's time consuming but as you know link building is an ongoing process that newer stops. You have to build links permanently if you want to stay in the business. So, just focus on new links and in the next 6 months your online exposure will be better than ever.
  • PromozSEO: I agree with , the only thing I want to add is beware of the recent doorway page algo. 35 location specific landing pages with same topic or intent may call troubles.
  • Richard Hearne: I'll add that if this set up was created in recent times (i.e. last year or so) you might be in store for problems. It sounds like many of these links may be low quality, and if so may not be providing as much authority as you believe.

    Assuming your location pages and links discussed are of significant quality then I imagine re-pointing these to inner pages might be beneficial. However, the fact that you can change these links yourself may void that assumption.

View original question in the Dumb SEO Questions community on Facebook, Wednesday, April 1, 2015).

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