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But, as a feature that essentially amounts to a fun gimmick, Nothing’s light-up ‘Glyph’ notification system is by no means enough to make it more worth your time than the Samsung, Google and iPhones of the world.

Looking past the aesthetics, has this start-up tech company made a phone worthy of becoming your daily product, or is this all just a load of hype? We spent a few weeks using the phone to make up our minds.

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Lights, camera, action

When it comes to the Nothing Phone, the first thing you’ll likely notice is the army of lights on the back. This is the Nothing Phone’s unique selling point, known as ‘Glyphs’.

These are intended as a notification system, flashing in different combinations and colours, with a variation of vibrations. However, for this to really be beneficial, you have to always have the device out, lying on its front.

As someone who naturally keeps their phone out on tables, lying face down, this was pretty convenient for me. However, if you keep your device in your pocket, or prefer it to be face up, you’ll have to do some reshaping of your habits to get the full use of this application.

While this is a fun feature and one that immediately makes the Nothing Phone stand out, it really isn’t as useful as it sounds. While you can select a number of different presets for the Glyphs, you can’t program them to change for different notifications. This means, for now at least, you never actually know what your notification signal is for.

This led me to turn the phone over every time the lights went on, essentially defeating the whole point of it. In the end, it became more of a distraction than an assist. However, Nothing has suggested plans to update this in future with the ability to alter the Glyphs to different notifications.

Apple of your eye

Squint your eyes, and if it wasn’t for the firework show on the back, the Nothing Phone would start to really resemble an iPhone. Between the squared-off design and the camera bumps on the back, this looks a lot like if Apple decided to create an Android device.

However, it’s the back of the device that sets it apart from the crowd. To show off the glyph system, Nothing has made use of a transparent glass back.

Along with the notification lights, you can also see some bolts, screws and sensors. Obviously, this isn’t actually what’s inside the phone, but it’s a cool visual effect that you don’t see very often.

Specs and features

So the phone looks nice, and it even has a unique, if somewhat gimmicky feature not seen on other devices… but is that all there is to see? In a way, yes.

The Nothing Phone is very much a standard smartphone in every other category, offering mid-line specs for a solid price, but that’s by no means a bad thing.

The 4500mAh battery will easily get you through a full day of casual usage, and the Snapdragon 778G+ processor keeps up with most activities, even getting you through some more intensive games, and easily tackling most daily tasks.

Where the Nothing Phone really performs is through its display. It features a 6.55-inch Full HD+ OLED display. This will mean your content will appear bright and crisp, no matter what you are using the phone for.

On top of that, the phone boasts an impressive 120Hz refresh rate. This affects how many times the display fully refreshes each second, the higher the number, the smoother the scrolls, transitions and general movement around the phone will feel.

Most phones at this price point will cap you at 60Hz, or top out at 90. This is very much one of those features that sounds unimportant… until you’ve tried a higher refresh rate.

Camera quality

The Nothing Phone’s camera is essentially what you would expect at this price point: nothing special, but also well-equipped for the average photography situation.

Unlike a lot of smartphones these days, it is very simple. There are two lenses on the back: one wide and one ultrawide, both of which are 50MP. Between these two, you can range from a 0.6 zoom ultrawide shot, though to 2x zoom at the maximum.

However, situations with lower light aren’t quite as impressive. Night photography is certainly a weak point for the phone, and darker scenes can come out with a bit of blur, or a meek colour balance.


There are a lot of smartphones revealed every single year, and most of them look nearly identical. The Nothing Phone (1) deserves some praise for trying something different.

However, the Glyphs, the transparent design and small unique features here and there are not what makes the phone worth buying. Instead, the Nothing Phone’s value lies in its ability to offer a solid smartphone at a good price tag… with a bright neon bow strapped to the back of it.

It’s important to remember though, that this is Nothing’s first smartphone, and only its second product overall. While that is exciting and allows the brand to get creative with this device, there is some concern to be had.

Alternatives iPhone SE

The Nothing Phone (1) takes some clear inspiration from Apple, so going for the brand itself is an obvious alternative. While most of the iPhones available are much pricier, the iPhone SE falls into a similar price range.

It features one of the best processors available in smartphones right now, and while you are limited to just one lens, the camera uses some smart software to produce shots that will put the Nothing to shame.

Google Pixel 6a

When it comes to Android devices, the Google Pixel 6a is about the closest thing you’ll get to the Nothing Phone (1). A simple sleek design, a clean user interface, and a pretty great camera system for the price.

Of course, the design isn’t quite as exciting as Nothing’s glowing back, but the Google Pixel 6a is by no means a boring looking device.

OnePlus Nord 2

OnePlus excels at smartphones in this price range, managing to cram a lot of high-end specs into an affordable price tag. While this is by no means as interesting in terms of looks or features, the OnePlus Nord 2 offers a compelling alternative in absolutely every other category.

Read more:


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Windows 7, More Than Just A Name Change

Microsoft’s Windows Server 2008 has been out for just nine months, but the company is already preparing customers for the next releases of its desktop and server OSes. Taking a look at what it plans to offer reveals much about Redmond’s thinking right now.

Take the naming of its newly unveiled products, for example.

You’d imagine the successor to Server 2008, due out in two years time, might have be called Server 2010. But it’s not. Instead the company has opted for Server 2008 R2, to drive home the fact that this is a minor release with a few enhancements to Server 2008 rather than a whole new OS. No real surprises there: This is right in line with the company’s minor/major release cycle.

Some of the features of Server 2008 R2 are available only to clients machines running the next version of Microsoft’s client OS which, Microsoft says, has the same core (whatever that means). Since Vista is to Server 2008 what the new desktop OS will be to Server 2008 R2, it would be fair to guess that it would be called Vista R2. But it’s not.

Clearly, Microsoft thinks the Vista brand is a disaster. Instead, the company hasopted for the name Windows 7. This new name suggests Windows 7 is a major release (just as Vista was), but at the same time Microsoft is going to great lengths to stress that applications and hardware compatible with Vista should run on Windows 7. So it’s really only a minor major release in many respects.

The interesting thing is that the Vista brand is mud only in the consumer market place. The OS is aimed at both the consumer and the enterprise. And although most enterprises would probably be reassured by a product called Vista R2 (like Vista, only more mature and with most of the bugs ironed out), Joe Consumer would run a mile (“oh no, not more of that same rotten Vista OS I’ve been hearing about”). It’s hard to chose who to please with the new name, but clearly the consumer’s impression won out.

Still, the upshot of it all is that an OS called Windows 7 will be available soon — late next year according to the latest speculation — while Server 2008 R2 is slated for 2010. If and when they are both adopted in the enterprise, perhaps in 2011, Microsoft promises a few real enterprise benefits. What they are is also quite revealing


One of the most interesting ones is DirectAccess. This feature apparently uses Secure Socket Tunneling Protocol to send traffic from a remote client through an SSL channel to a DirectAccess server via port 443. Essentially, it’s a way to connect client machines to the corporate network securely using any Internet connection without the need for an unwieldy VPN solution. End users hate VPNs, especially when they don’t work, which all too often seems to be most of the time. So if DirectAccess works as it’s meant to (and that’s a big if at this stage, I’ll grant you), it’s likely to be popular. But from the administrator’s point of view, its likely to be even more popular. As long as a client machine is connected to the Internet, a corporate admin can reach in and carry out software updates or update Group Policy settings. How end users who need access to the corporate network occasionally using their own computers at home will feel about having administrators interfere with their property when they are online remains to be seen.

End users in branch offices using Windows 7 also stand to benefit from BranchCache, a new feature that allows corporate data to be cached (either on an R2 server or a Windows 7 client) locally to speed up access to it while still ensuring that the data is the most up to date available.

Microsoft touts other Better Together features too, such as better power management and presentation virtualization.

As far as Server R2 itself is concerned, one thing that’s new is it is available in only 64-bit. It also scales further, supporting up to of 256 logical processors, compared to just 64 on Server 2008.

There are also changes in Hyper-V, Microsoft’s virtualization system. There was great disappointment when Microsoft revealed Hyper-V in Server 2008 wouldn’t include an equivalent feature to VMware’s VMotion, which enables virtual machines (VMs) to be moved without interruption. Hyper-V’s Quick Migration, which allowed VMs to be moved only after they had been paused, was close, but the absence of a true VMotion equivalent was a show stopper as far as many enterprises considering Hyper-V were concerned. But R2 will include a version of Hyper-V with a VMotion equivalent called Live Migration, which will at least put Hyper-V in the same ballpark as VMware.

What do these features reveal about Microsoft’s thinking?

DirectAccess suggests Microsoft thinks remote work is becoming increasingly important, as is the management of remote workers’ devices to help maintain security.

Catching up with VMware also seems to be a priority — the introduction of Live Migration shows Microsoft will give potential users anything they demand to get them to use the product.

Increased scalability shows Microsoft is keeping a wary eye on the Linux distros, which are grabbing an increasing share of corporate data center spending.

And what’s to be made of all the features in R2 that work only with Windows 7? Restricting server features to Windows 7 users is certainly an effective way of encouraging server customers to upgrade their desktops from XP. Or is Microsoft the teensiest bit worried about competition on the desktop from the open source crowd? Features like this could be an effective way of tying the desktop to the server and ensuring customers don’t consider moving their desktops to Linux.

DEC PDP-11 in 1979.

Bombshell Review: More “Bad” Than “Badass”

Bombshell is more “bomb” than anything else, with anemic shooting and lackluster exploration—when bugs aren’t tossing you back to the desktop.

I am probably not going to complete Bombshell.

And it’s a policy I’ve stuck to, with the exception of one or two games. For instance, I loved Dark Souls II but didn’t complete it because it was kicking my ass.

This is different. I am not finishing Bombshell because it is busted.

The good

There are two ways you could describe Bombshell, and on paper they sound equally appealing. 1) It’s a twin-stick shooter version of a 90’s FPS—wailing guitars, big guns with dumb names, ludicrous gibs, and a smack-talking protagonist who’s a borderline sociopath. 2) It’s sort of like Diablo-with-guns.

Not too bad, right?

So despite starting life as an ill-planned trailer—or, in truth, starting like as an unofficial Duke Nukem game before some legal squabbling shut that down—I was willing to conceptually give Bombshell the benefit of the doubt. Aliens come to Earth. Aliens kidnap the president. Murder-loving lady goes after them and shoots a lot of enemies. It seemed like silly, mindless fun.

The mediocre

Despite the creative concepts behind the guns, none I’ve used so far is particularly interesting or effective. Enemies, and especially bosses, are armored to hell and back, so you just shoot shoot shoot shoot shoot a dozen times until they finally keel over.

Regardless, it means the most dangerous enemies are these floating bug things that hang out off-screen until you run around a corner, then detonate and cover you in acid. Any ol’ grunt with a gun is easy by comparison.

The bad

What you actually end up doing is staring at the mini-map in the corner. It shows you enemies off camera and shows where you’re currently aiming, so I played half the game lining up shots that way.

The worse

Have you replayed Super Mario 64 recently? If you have, you probably noticed that many of the platforming sections would be way easier if the camera would just behave—meaning aligned properly, instead of awkwardly angled.

Bombshell, for some reason, includes awful platforming bits where the camera is just always a little off-axis from where it should be. And you can’t rotate it. 3D Realms strongly recommended playing this game with a keyboard/mouse instead of a gamepad, but the angles for those platforming bits are awful and I have died exponentially more times from a misjudged jump than all the enemies I’ve encountered in the game.

The ugly

But all of that is contained in this knockoff Fallout Pip-Boy interface, and while I can appreciate the homage the execution is pretty underwhelming. Especially because Fallout’s UI is already not that great.

The breaking point

And now, we finally return to why I will not be finishing Bombshell a.k.a. because it’s busted. Everything else pales in comparison.

I don’t just mean “Falling through the world and dying” busted or “The game keeps erasing my map” busted. Those are certainly things that keep happening, and they’re certainly Problems with a capital-P, but they would not be reason enough for me to give up on a game.

1) In the third or fourth level (unsure, because they all sort of bleed together into one long corridor of baddies) I reached a place called the Vertigo Arena. My objective: Survive some waves of enemies. Suffice it to say I did not heed that objective, and for once the enemy’s braindead goons managed to shoot me dead. “No big deal,” I thought, reloading my checkpoint.

Turns out it was a big deal. After reloading, no enemies showed up. “That’s weird,” I thought, and I reloaded again. Three enemies this time, and then nothing. Reloaded. This time I managed to get the game to spawn the first wave or so of enemies by running to each entrance in a circuit, and enemies would dribble out in groups of two or three—but then that broke too. After about fifteen enemies, they stopped coming and the game did…nothing. Just sat there.


Luckily 3D Realms got back to me and told me I could edit an .ini file and restart just that one level—a.k.a. still lose about an hour’s progress. But I did it, and with a sigh and a few obscenities I started back through.

I encountered some more bugs and a crash to desktop, but it was going okay. I made it out of the Fire Planet and on to the Ice Planet, picked up some new weapons, mowed down a bunch of generic baddies, and listened to Shelly yell the same five lines over and over. But I was doing it.

2) And then my computer hard locked. Like, full-on “Ctrl-Shift-Esc doesn’t work, Ctrl-Alt-Del doesn’t work, nothing is responding, hold the power button to shut my computer down” hard-locked.

Bottom line

I do not recommend you play this game.

Pooping On A Mountain Is Even More Complicated Than It Sounds

Even most casual hikers know to “pack out” their garbage—burying paper products on the trail in the hopes they’ll biodegrade and not cause harm is a naive act. Slightly-less-casual hikers will reluctantly admit that this extends even to used toilet paper. But many folks who hit the trail think it’s just fine to leave the poop itself behind. Unfortunately, that’s not always the case.

A mountain of crap made news this week when Michael Loso, a glacier geologist with the National Park Service, concluded that Denali—a 20,310 foot peak in Alaska, and North America’s tallest summit—is in serious danger due to hikers’ poo.

For the past decade, hikers marching up the Kahiltna glacier en route to Denali’s summit were told to pitch biodegradable bags full of feces into deep, dark crevasses along the way. But Loso estimates that much of the 215,000 pounds of human waste ditched there from 1951 to 2012 is probably still intact.

According to Loso’s years of research, most of the poop probably stays close enough to the glacier’s surface to remain just below freezing, where many strains of bacteria can thrive. The Associated Press reports that much of the built-up waste might begin to reappear in remote spots as ice melts. Even if hikers aren’t subjected to the sights and smells of thawing stool, the many visitors who rely on melted snow for drinking water will be more likely to take sips contaminated with dangerous bacteria and parasites. The park is proposing rule changes that would have climbers dispose of fecal matter at either a particular ranger station (100 miles south of the entrance to Denali National Park) or one particular crevasse 14,200 feet up, which is deep enough that dropped deuces should not pose problems for future hikers.

Of course, this isn’t a new issue; poop poses a problem pretty much anywhere people like to hike. And it’s especially irksome on high, frigid summits where people can’t simply dig down deep into the dirt to do their business. Some have referred to Mount Everest, for instance, as a “fecal time bomb.” Even hiking trails with dig-able dirt are increasingly overrun with poop—a deep, dark hole in the soil doesn’t really allow your waste to break down; it just sits there festering with microbes—which makes it more likely for a bout of rain or a big snow melt to send pathogens plunging down into commonly-used waterways.

Okay, so: how does one avoid leaving behind dangerous fecal waste?

Sometimes, burying your poop is okay

If you can get 200 feet away from the nearest water sources, trails, and campsites, dig a hole at least 6 inches deep, and do your business quickly enough to cover it up before disturbing the local wildlife, you’re probably not doing anyone any harm. This is especially true if you pack your used toilet paper up in ziplocs instead of burying it. But keep in mind that thousands of other hikers are taking the easy poo route right along with you, and you’re all contributing to a problem that might one day hit critical mass. Wouldn’t it be nicer to know you’re absolutely, definitely not subjecting some future backpacker to explosive diarrhea when you take a dump? Yeah, we think so too.

And if you’re hiking somewhere too rocky or icy to dig a so-called cathole, there’s no excuse. DO NOT EVACUATE IN A CAVE.

Packing out stool doesn’t have to be disgusting

Preparation is the key to an ethical and sanitary mountain poo.

If you’re going to pack it all out, a WAG (Waste Alleviation and Gelling) bag will make your life a lot easier. There are lots of existing WAG bags you can buy all ready to go; most kits will include an internal bag for catching waste, something inside to help neutralize odors, and an exterior bag to keep it all from exploding inside your backpack. Cleanwaste GO Anywhere Toilet Kit Waste Bags get solid reviews, and you can get a pack of 12 for less than 40 bucks. Most people poop once a day so that purchase should get a pair of hikers through a decent backpacking trip without much drama.

For DIY-or-die types, homemade WAG bags are an option. Get yourself a bunch of bags to poop in (biodegradable puppy poop bags are a logical choice) and scoop a bit of cat litter into each one before you hit the trail. Once you’ve done the deed, you can shove the whole mess into a sturdier external bag—Trailspace recommends freezer-strength Ziploc bags—and pack it away for later disposal.

Whether you’re using a store-bought or bespoke WAG bag, remember to drop any toilet paper or wet wipes in with your poo before sealing the whole thing up. You definitely don’t want to leave those behind. Don’t forget to sanitize your hands as you seal up the bag, too; plenty of hikers get sick from their own feces.

If the actual mechanics of pooping into a WAG bag have you confused, Leave No Trace has a video to help you out:

Let your pee go free

This is just the part where we tell you that human urine is much less dangerous than human fecal matter. You should still urinate 200 feet away from campsites and water sources because that’s just common gosh-darn courtesy for your fellow humans, but as long as you’re not peeing in any sources of drinking water or close enough that others are liable to smell it, you’re golden.

Remember: you cannot control where other people poop

You can and should limit the spread of your glorious gut microbiome throughout the hills and valleys of the backcountry. But you can’t assume all hikers will show the same consideration. So please—no matter what you’ve read on the internet—do not drink unfiltered water. The times you’ll get away with it will not make up for the one time you’ll get a painful bout of diarrhea on an isolate trail.

Us Version Of Samsung Galaxy S23 Fe Is Going After Nothing Phone (2)

However, it appears that all the regions will not get the same Galaxy S23 FE. Geekbench and official website listings confirmed that the device will have two different versions. One of them will come with Snapdragon 8+ Gen 1, while the other will feature Exynos 2200.

That said, as the US version of the Galaxy S23 FE is coming with Snapdragon 8+ Gen 1, it’s quite obvious who Samsung is targeting with this release. Yes, it’s the recently launched Nothing Phone (2)!

About the Two Versions of Samsung Galaxy S23 FE

Before getting into how the phone will compare against the Nothing Phone (2), let’s look at the versions closely. So, according to Geekbench and official website listings, you will find the Samsung Galaxy S23 FE in two model numbers. The first is SM-S711B, and the second is SM-S711U1. Here, the second one is likely a US-exclusive model. Curious about knowing how?

If you look at past releases, Samsung has offered Exynos versions everywhere other than the US. This frustrated users in other regions as the Snapdragon version performs better than the Exynos variant. Now, on paper, the Samsung Galaxy S23 FE’s Exynos 2200 chipset should perform similarly to the Snapdragon 8+ Gen 1.

However, there’s a difference in terms of energy efficiency. The Exynos 2200, which is the same chipset found in the Galaxy S22 Ultra, is from Samsung’s 4nm manufacturing process. On the other hand, the Snapdragon 8+ Gen 1 is based on TSMC’s 4nm process. Even though the process is the same, TSMC’s process is superior in efficiency.

That said, the good news is that the Geekbench listings showed that the other specs of the Galaxy S23 FE versions are the same. This means the camera, display, battery, and other hardware will be the same regardless of where you pick the phone from.

Analysis: How Will the US Samsung Galaxy S23 FE Compare Against the Nothing Phone (2)?

As a result, both the Nothing Phone (2) and the US version of Samsung Galaxy S23 FE will offer similar performance. The big differences may lie in terms of camera and batteries. As you might already know, Nothing Phone (2) features a 50MP primary and 50MP ultrawide on the back.

Camera Comparison

While there’s no official information about the Samsung Galaxy S23 FE camera setup, a May report suggests that we will see a 50MP camera on the back. This will make the primary sensor of the phone comparable to Nothing Phone (2) ‘s main sensor.

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However, the secondary sensors of the S23 FE are said to be identical to those found in the regular S22 and S21 models. That means we might see 10MP and 12MP units on the back of the upcoming Galaxy phone release.

Now, if Samsung indeed releases the phones with those sensors, the Nothing Phone (2) will be the winner in terms of the camera as it has a 50MP secondary camera on the back.

Battery Comparison

According to a recent official battery certification, the Samsung Galaxy S23 FE will bring a 4500mAH battery. And this official certification has also confirmed that the phone will bring 25W fast charging. In comparison, the Nothing Phone (2) features a 4700mAh battery, meaning that it will offer better battery life than the S23 FE.

Additionally, the Nothing Phone (2) sports 45W fast charging. Compared to the Samsung S23 FE’s battery, 45W fast charging will offer lower charging time. In other words, the Nothing Phone (2) will charge faster than the S23 FE.

But It Will All Boil Down to the Price

Marginally better secondary cameras and battery specs will not matter much if Samsung competitively prices the Galaxy S23 FE. As you might already be aware, the Nothing Phone (2) launched at $599. For that price, you get 8GB of RAM and 128GB of storage.

While there’s no official confirmation about the pricing of the Samsung Galaxy S23 FE, it will reportedly be cheaper than the regular S22. And if you recall, the Samsung Galaxy S22 launched at $699, which is $100 higher than the launch price of Nothing Phone (2).

Now, if Samsung does price it cheaper than the regular S22 and slightly lower than the Nothing Phone (2), it goes without saying that Nothing will face troubles in the US market. But again, there’s no official pricing information about the S23 FE.

So, it’s not clear yet whether it will offer better value than the Nothing Phone (2). Stay tuned as we will be covering more about the Galaxy S23 FE as new information lands.

Successful Link Building Requires More Than Links

As an SEO professional, there might not be a better feeling than seeing a backlink to your site published on a high authority website, particularly when that link is the result of your manual outreach efforts.

The reason securing backlinks is so satisfying is because so much goes into successful link building.

In fact, most of the work that drives link building results happens long before any outreach messages are sent.

Too often, clients and prospects try to jump the gun with link building. These people understand the value of links, but don’t understand what’s involved in sustainably earning links.

Consistently securing worthwhile links and achieving organic search growth requires an upfront investment in:

Today, I want to discuss each of these SEO pillars individually to help you be better prepared to effectively earn links and drive search results.

1. Everything Starts with Keyword Research

Link building is most powerful when it’s strategic, and strategic link building is built on sound keyword research.

Link building is time-consuming and difficult. You need to find the opportunities where links can have the most impact.

Proper keyword research will uncover these high-return opportunities and guide link building strategy.

Follow this simplified process to find your best SEO keywords:

Build out a seed list of keywords.

Analyze seed keywords.

Prioritize best opportunities.

Each step of this process is integral to identifying which keywords can drive the best results for search.

Build out a Seed List of Keywords

Keyword research should start by putting together a list of seed keywords.

Seed keywords are the baseline search terms most important to your business. To build this list, examine these potential sources:

Product or service terms.

Competitor keywords.

Related searches within search engines.

Audience language and terms.

Using these sources you can compile a list of seed keywords that will provide a foundation as you refine your keyword research.

Analyze Seed Keywords

After you’ve built a seed list, you need to analyze the key terms you’ve identified.

This analysis will help you better understand the potential search opportunity associated with each term. Areas for analysis include:

Search volume.

Searcher intent.

Competition level.

Brands ranking currently.

Corresponding SERP features.

Each of these factors contributes to the overall opportunity associated with your seed keywords.

Prioritize Best Opportunities

Once you’ve analyzed the key areas that determine search opportunity, you can prioritize keyword targets to maximize SEO results.

Link building is a long-term strategy and it takes time to see results.

In order to prove efficacy quickly and gain buy-in for the entirety of your project, you want to target the opportunities that yield the most return with the least investment first.

Prioritize your keyword opportunities based on the following criteria:

Alignment with overarching business goals.

Balance of low competition and high search volume.

Required internal investment (resources, time, etc.)

Evaluating keywords based on these criteria will leave you with a handful of prime opportunities that should inform your link building strategy.

2. Realizing Search Opportunities Requires Content Development

To rank in search, you must deserve to rank in search. You need to have a page that answers searcher intent at least as well as the current ranking pages, and this requires content development.

Content development can either mean improving existing pages or crafting entirely new pages.

Improving Existing Pages

New content is not always required. If you already have a page that serves your target keywords, slight improvements to the page and backlinks could be enough to make the difference in terms of organic visibility.

The best places to draw inspiration for potential changes are the SERPs you are targeting, as these are the pages you want to compete with.

Potential changes that increase linkability include:

Increasing depth and length of content.

Adding multiple formats (video, interactivity, etc.).

Improving design and visuals.

Updating time-sensitive content.

Improving existing pages can provide a low-investment option for targeting important keywords.

Crafting Strategic Pages

If you don’t have a page that sufficiently answers the intent behind your target terms, you’ll need to create a page.

Similar to updating existing pages, when you create a new page the first thing you should do is look at ranking pages. As you begin to develop your new page, referencing ranking pages will make styling and formatting decisions easier — you’ll want to create a page similar to the pages that currently rank.

The goal is to craft the best possible page for the keywords you are targeting.

Your two primary considerations when creating these pages should be:

Answering searcher intent.

Optimizing the structure of your page to include all keyword possibilities.

If you build a quality page it will be set up for success from the onset. Furthermore, these strategic assets are well-positioned to earn quality links that boost their search performance even more.

3. On-page Optimization Comes Before Off-page

External optimization — link acquisition — is far more powerful when it is supported by on-page optimization.

If you secure worthwhile links but they point to a suboptimal site, you’re leaving equity on the table.

Conversely, when your pages are well-designed and optimized, backlinks can be the tipping point for visibility and traffic.

As you create new pages and audit old sections of your site, be mindful of the following technical issues:

Getting the technical elements right ensures you get the most value out of the links you earn.

Along with these technical elements, internal linking should be a primary consideration. Internal links are vital to link building because they:

Impact usability.

Guide search crawlers.

Direct valuable link equity.

Internal links make it possible to siphon link equity to product and category pages that otherwise struggle to earn links. An example diagram of this linking structure would look like:

Other site owners are typically hesitant to link to conversion-driven pages. But if you create linkable assets with internal links, you can leverage the value of the links those assets attract for your converting pages.


The biggest part of link building is the manual work of convincing others to link. However, all that hard work is diminished if you don’t account for the other factors that impact link building success.

To ensure you get the most out of your link acquisition:

Start with keyword research to inform link building strategy.

Create new pages or improve existing content to target search opportunities.

Audit on-page optimization and internal links to maximize ROI from link building.

More Link Building Resources:

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Featured & In-Post Images: Created by author, June 2023

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