View
206
Download
2
Category
Tags:
Preview:
DESCRIPTION
A look at how links impact on SEO has changed, and why link assessment should now be a part of every SEO's monthly task list. Contains some useful things to look out for as well as tips on how to use excel to find them.
Citation preview
1
How To Improve At Link Assessment
2
With algorithm updates coming faster and faster it is important to be able to quickly analyse a client’s link portfolio and understand whether or not they are at risk, which links work for them and where opportunities are for building new links in future. This session aims to show you how to collect and analyse link data to produce a regular link audit.
100s Of Updates Per Year
Less than one months updates!
Penguin update
Thought Links Could Only Add Value
Now we’re very aware they can be damaging
Apr May Jun Jul Jul Aug
BrightEdge page-level optimisation
On-Site initiatives
On-Site initiatives implementation
Re-use & small scale content marketing
Quarterly content calendar creation
Content initiatives proposed
Content initiatives created & distributed
Backlink Analysis
Report scoping and dashboard setup
Report delivery
Keyword research
Technical SEO audit
Technical implementation
Local SEO audit
Local SEO implementation
Social Audit
Twitter Trend Optimisation
Creation of SEO / social playbook
Rather Than Doing One Backlink Profile Audit
Apr May Jun Jul Jul Aug
BrightEdge page-level optimisation
On-Site initiatives
On-Site initiatives implementation
Re-use & small scale content marketing
Quarterly content calendar creation
Content initiatives proposed
Content initiatives created & distributed
Monthly Backlink Analysis
Report scoping and dashboard setup
Report delivery
Keyword research
Technical SEO audit
Technical implementation
Local SEO audit
Local SEO implementation
Social Audit
Twitter Trend Optimisation
Creation of SEO / social playbook
We Need To Do It Every Month
Getting Started
Selection of Tools
Positives
Free
The links Google have identified
Negatives
Limited to top 1000 – less all encompassing.
Webmaster Tools
Positives
Massive index that is kept very up-to-date
Lots of custom metrics
Negatives
Paid
MajesticSEO
Positives
Utilises a number of different sources
Custom reports that can do some of the analysis for you
Negatives
Paid
LinkResearchTools
Others
Blogroll/sidebar links – Lots of links from single domain
Poor quality links – Links that are built only to pass equity
Overuse of non-brand anchor text
Velocity of links built
Anything unnatural.
We Want To Identify The Following
Things to look at to get a rough idea
Useful Metrics
BBC has 216 links per domain
Volkswagen has 46 links per domain
Toyota has 76 links per domain
Citation Flow & Trust Flow
Citation Flow is similar to PageRank
Trust Flow is more like Hilltop (based around expert documents)
Higher the numbers the better
Relationship between the two is interesting
Very low quality websites will have three/four times higher citation flow than trust flow
Velocity of links
Has the number of backlinks spiked and the number of referring domains stayed static?
Are we gaining additional links incrementally more than we were doing previously?
Anchor text
Do we have lots of exact match anchor text?
How has this changed over time?
Analysing Individual Links
Digging Deeper
23
#1 Poor Trust Flow to Citation Flow
24
25
26
27
28
29
30
31
#2 Over-targeted Anchor-text
32
33
34
35
36
Why do we have more “hw moon toyota” links than toyota links?
37
#3 Finding Sitewide Links
38
39
40
41
42
#4 Low Quality Backlinks
43
44
45
Rinse and repeat
Integrating Into Monthly Reporting
47
48
49
1. Export backlink data each month
2. Create copy of previous months dashboard
3. Paste in new months data
4. Update pivot tables
50
Keeping Dashboards Up-to-date
LinkResearchTools allows you to run similar reports to those explained earlier, meaning you don’t have to worry about manually updating data.
These reports can be scheduled to be automatically run and sent to clients if required.
51
Alternatively – Use LinkResearchTools
52
53
Two Time-saving Reports
54
Competitive Landscape Analyser
Similar metrics and charts to those we created in excel
55
Link Detox
56
Link Detox
Some nice little quick wins
Added Extras
58
SEOTools for Excel
Additional – Linking to 404s
Pages in MajesticSEO shows top 100 linked to URLs
60
Surely none of our top 100 pages are wasting link equity?
61
62
63
64
3 of our top 100 URLs produce a 404
This accounts for thousands of backlinks
Toyota.co.uk have 199K indexed URLs
Thank you!
65
Recommended