Make sure the mall links to you
We at Discovery Store have been working on improving our natural search rankings. One of the key facets to this effort is making sure we’re linked to from a variety of locations, much of which has happened organically over time, especially for our popular toys and telescopes. There are a number of areas to explore, and we’ve been working with Stephan’s company, NetConcepts on many of them.
One area of focus lately is making sure that we’re linked to properly from all of the malls that have a Discovery Store in them. For example, the Cherry Creek mall links directly to Shopping.Discovery.com. The Woodfield Mall has a Discovery Store page that links to the main Discovery.com page, which is not quite as useful to either a shopper, or our efforts at link building, and presents an opportunity to improve the link.
There are also several malls that appear willing to link to the home page of merchants, that we may not have contacted. The Crabtree Valley Mall is a good example, linking to the home pages for Build-A-Bear and Yankee Candle, but not yet to Discovery. In contrast, the Stanford Shopping Mall page about the Discovery Store has a Google Page Rank of 4, which would be a pretty good link. Unfortunately, at the moment, it has an affiliate link in place, as opposed to the linking methodology of many of the other stores in the mall. This is a prime opportunity to change a link, and continue the work, that will ultimately result in better search rankings.
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