Rejuvenating Old Links

Rejuvenating Old Links

I’m pleased to announce that we’ve commenced another search experiment. We’re investigating the impact of link rejuvenation on page’s performance in search. More specifically, we’ll be changing the format of existing links to create new ones.


When Google re-crawls a page and runs into a link which is slightly changed from the last crawl it will treat it as a new link*. What could possibly impact this ‘perception’ includes changes in:

– URL variant
– Anchor Text
– Attributes & Classes
– Location in the Source Code (less likely)

During this process, the page naturally loses one link and gains another. It is not known whether the loss occurs at the same time as the gain so this is one element we’ll be looking out for, although, this will be tricky to isolate.

Secondly, we know that fresh links of fresh documents impact the QDF type scenario but we’ll now be observing the impact of discovery of fresh links on old documents and see if it possibly has a similar effect.

Feedback, comments and suggestions welcome. I would love to hear if anyone has experimented with this in the past.

*Confirmed by Google.

Dan Petrovic, the managing director of DEJAN, is Australia’s best-known name in the field of search engine optimisation. Dan is a web author, innovator and a highly regarded search industry event speaker.

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