Here’s Why Your Singapore Website Isn’t Being Linked To

Singapore business owners can get more backlinks with a few tweaks to their web design.

If other websites are not linking to your website, it can be easy to assume that it’s because of the quality of your content. Or maybe your website features an unappealing colour scheme. However, there are are some instances in which it’s neither of these things. Sometimes the problem is a little more technical.


But the good news is, these are usually quick and easy problems to solve. Let’s talk about 4 things that are ruining your chances of getting backlinks and getting in the way of your SEO marketing and what you can do to fix it.


Intrusive Interstitials


Many websites are focused on getting their users to take a specific action. And this is often done with the help of pop ups asking the users to take that step. These pop ups really get the user’s attention, because they are randomly timed and will often take over a significant amount of the screen.  


The Problem:


While interstitials are usually used as a way to get the user to take a specific action, they can really interrupt your browsing experience. Google recently created a new penalty. This penalty is aimed at creating a better overall mobile experience. And it has to do with popups, technically referred to as interstitials. In fact, Google has labeled them as “intrusive interstitials.”


Even some of the big name brands include these pop ups on their website. However, they can be a big barrier between you and a great backlink, because they’re distracting. This is especially the case when a user is viewing your website on their phone because there is less space to work with.


The Solution:


Singapore business owners should get rid of their intrusive pop ups. Not only will it help you to earn more links, but it will save you from being penalised by Google. But what counts as an intrusive exactly?


Well, Google suggests that those that pop up regularly and contain a semi-transparent background that works to dim the rest of the content are intrusive. These tend to take over the entire page. Another type of intrusive pop up are those that stand alone–they take up the entire screen.  The last type of intrusive pop up is the one that sits just above the header of your website. If the box is not a necessity, it should be removed.



Gated Content


No matter what industry you’re in, everyone wants to attract qualified leads. These are the people who are the most likely to make a purchase. And seemingly, a great way to separate those who are seriously interested in your product or services and those who are just browsing is to require that users fill out a form before they can actually view your content. While this may seem like a great idea, it can actually hurt more than helps.


The Problem:


Sure, it’s a good idea to gate things such as your live demos, e-books or elements that you would consider to be proprietary. However, if you’re gating your normal, everyday content, then you should reconsider. By gating your content, you are preventing individuals from freely exploring it, meaning that it will be much harder secure a link.


The Solution:


If you want more businesses to link to your page, you should consider doing away with gated content. You have to ask yourself what you want from your content. If your website requires that users sign up for your newsletter or download a specific piece of content in order to see the rest of your website, then it may be time to remove the gate. This will allow people to explore your website and find content to link to.


Only gate the content when there it is exclusive and cannot be found anywhere else online. This often includes things like free trials, webinars, and mini-classes. Consider how valuable the content will be to users. Before gating, think about how you actually plan on using the information that you get from the gate.


Excessive Pagination


There are a lot of websites out there that require their visitors to click from one page to the next in order to read the entire article. In most cases, these each subheading and paragraph has its own page.


The Problem:


While excessive pagination is fine if the site is for entertainment purposes only, if Singapore business owners expect an authoritative website to link to these types of pages, then they may be out of luck. Very few website owners are willing to click through a lot of pages in order to find one that they can link to. It takes a lot of time to do this.


This isn’t to say that Google frowns on this type of content. In fact, they have guidelines that are set up specifically for paginated content. However, most webmasters will not click through 20 pages in order to reach the end of an article. They may also be turned off by your showing a lot of ads on this site.


The Solution:


When it comes to the design of your website, Google suggests that webmasters do what is best for the user. If your website has excessive pagination, then you should consider how it will affect the user’s overall experience.


Overboard Web Design


One of the most satisfying parts of operating a website is coming up with a great design. This is your opportunity to give your visitors a great impression of your brand. It tells them who you are. And the quality of your web design can also give them an idea of the type of quality services or products you will provide them. This is often when Singapore business owners come up with new design ideas and concepts–something incredibly unique.


The Problem:


The problem is, there are some business owners who tend to go a little overboard when it comes to their design.They go out of their way to make sure that the site is as cutting edge as possible–often foregoing the more traditional elements and design guidelines so that they can appear distinctive. Sure, an interesting web design can get people’s attention and distinguish them from the rest of the pack, but you have to consider how user friendly the website will be.


It’s ok to do something different with your website, but if your design is too out of the box, users may become confused about what steps they are supposed to take next. If your home page button is positioned at the bottom instead of the top of the page, then users have to look around for it. If you hide the “next” button so that it only shows when users hover over a certain spot, then they are going to have to look around for it. And the more they look around, it increases the likelihood of their leaving.


The Solution:


If you want more links, you need to make sure that your website has basic functionality. Sure, you may include a few unique elements here and there but your website still needs to intuitive enough for your users to be able to navigate it. Your design should never interfere with the user experience.


The Takeaway


There are several things that can stand as a barrier to your getting backlinks to your website. The quality of your content may be poor. You may need more brand visibility. Or perhaps your website’s colour scheme needs a few tweaks.


However, if you have made these changes, then it may be time to look a little deeper. More specifically, you should take a look at the mechanics of your website. It could be a matter of intrusive interstitials, gated content, pagination that is excessive, or a confusing web design. Making a few changes can take your digital marketing to the next level.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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