Hallmark Misses Out On Valentines

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During every special event there is always someone who gains a lot of backward links by capitalizing on it. During Christmas it was [OfficeMax](http://www.officemax.com) with their [Elf Yourself](http://www.elfyourself.com) game and during Valentines you would think it would be a greeting card site / company such as [Hallmark](http://www.hallmark.com). But if you take a close look at these E-Card sites you will notice that they are losing out on thousands if not millions of backward links.
Today I received a very entertaining [E-Card](http://www.hallmark.com/ECardWeb/ECV.jsp?a=2185922285492M178562070Y&product_id=) from [Andrea Schoemaker](http://www.planetandrea.com) that linked to this URL:
If you look at the URL there are tons of extraneous characters so when people link to these E-Cards the links usually don’t get counted thus not allowing Hallmark to maximize their search engine rankings. If you are going to do something that is likely to catch on quickly, such as E-Cards make sure you can get the most out of your campaign by having clean URL strings or else you will end up with a only few hundred [backward links](http://www.google.com/search?q=link%3Ahttp%3A%2F%2Fwww.hallmark.com&ie=utf-8&oe=utf-8&rls=org.mozilla:en-US:official&client=firefox-a) instead of thousands.

Neil Patel
Neil Patel is the co-founder of KISSmetrics, an analytics provider that helps companies make better business decisions. Neil also blogs about marketing and entrepreneurship at... Read Full Bio
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  • mad4

    The google link you posted is only counting links to the Hallmar homepage. Yahoo reports 92,000 links to the entire domain.
    Maybe creating better url’s would make the cards more linkable but I expect the links will still be counted whatever the url structure.

  • Neil Patel

    mad4, they probably are being counted, but even 92,000 links seems low.

  • Orson

    This if understood, proves that usability and accessibility coupled is pertinent or imperative to the success in any site.
    As you pointed out in this post, and in my perspective using a more conceivable url would have immensely increased the success of Hallmark’s ‘linkability’.
    Good find Neil