Link Training with Majestic - State of Search 2016

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Bill Hartzer, US Brand Ambassador for Majestic.com, talks about the basics of linking for Search Engine Optimization, as well as link cleanups, recovering from a Google Manual Action (link penalty), disavowing links. Included are advanced linking tips, as well as an overview of the Majestic.com platform and tools.

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Link Training with Majestic - State of Search 2016

  1. 1. Advanced Link Training Sponsored by Majestic State of Search November 2016
  2. 2. 2016 State of Search - Advanced Link Training About Me • Senior VP, Agency Services, Advice Interactive • Brand Ambassador, Majestic • Personal Blog: www.BillHartzer.com • Practicing Organic/Natural SEO since 1996 • Co-Founder, DFWSEM Association
  3. 3. 2016 State of Search - Advanced Link Training - Overview Overview • Linking Basics • Using Majestic for Link Analysis • Analyzing Your Links • Google Manual Penalties & Cleaning Up Links • Advanced Linking Tips
  4. 4. 2016 State of Search - Advanced Link Training - Linking Basics Why Use Links as a Ranking Factor? • Google has run experiments that excluded links as a factor. • Google doesn’t have a way (yet) to exclude links
  5. 5. 2016 State of Search - Advanced Link Training– Linking Basics Anchor Text <a href="http://www.example.com">Example Anchor Text</a> • Anchor text describes what a user will find when they click • Keyword rich anchor text still helps rankings • Too much? Algorithmic or manual penalty possible
  6. 6. 2016 State of Search - Advanced Link Training– Linking Basics Link Placement – Maximum SEO Value • Header and content areas most valuable • 1st link counted if multiple links to same URL on page
  7. 7. 2016 State of Search - Advanced Link Training– Linking Basics Paid Vs. Natural Links • Buying or Selling Links that Pass PageRank is bad • Google can identify Guest Blog Posts, Sponsored Posts, Advertorials • Sponsored posts must include “nofollow” and disclosure it’s paid or sponsored (FTC guidelines) • Google knows sections of pages that are ads
  8. 8. 2016 State of Search - Advanced Link Training– Linking Basics Link Schemes Are Bad Google’s Guidelines: http://bit.ly/google-link-schemes • No Paid links that pass PageRank • No Excessive link exchanges (define excessive?) • No Large-scale article marketing or guest posting • No Using auto programs or services to create links • No Optimized anchor text in articles or press releases • No Low-quality directory or bookmark links (Web 2.0) • No Forum comments with optimized links • No Keyword-rich, hidden or low-quality links in widgets • No Widely distributed links in the footers or templates
  9. 9. 2016 State of Search - Advanced Link Training– Linking Basics Google Ignores Certain Types of Links • “Most” links with “nofollow” link attributes on them • Most Web 2.0 links (and other low quality web spam) • Google ignores 2nd, 3rd, 4th, etc. link to same URL on a page • “1 | 2 | 3” links • “Previous and Next” links
  10. 10. 2016 State of Search - Advanced Link Training– Linking Basics Why Cloaking Links Doesn't Work • Cloaking = serving up one link to Google, another to humans • Google, doesn’t crawl links, they just “notate them” Google sees link to page.html Human sees link to page2.html • Google doesn’t crawl page to page link they did years ago… • No longer possible to cloak (manipulate) links
  11. 11. 2016 State of Search - Advanced Link Training – Majestic What is Majestic? www.Majestic.com • Formerly known as Majestic SEO (majesticseo.com) • Marketing Search Engine • SEO Backlink Checker • Provides Link Intelligence Tools • Site Explorer shows inbound link & website summary data. • One of the world’s largest link crawlers • Link data provided back as far as 2004.
  12. 12. 2016 State of Search - Advanced Link Training – Majestic
  13. 13. 2016 State of Search - Advanced Link Training – Majestic Search Explorer
  14. 14. 2016 State of Search - Advanced Link Training – Majestic Linking Search Console = Free Link Data! • Load Your Verified Sites in Google Search Console
  15. 15. 2016 State of Search – Adv. Link Training – Majestic Trust & Citation Flow Majestic Trust Flow and Citation Flow • Trust Flow = Number of clicks from seed set of trusted sites to a given URL, or Domain • Citation Flow = Number of citations to a given URL, or Domain
  16. 16. 2016 State of Search – Adv. Link Training – Majestic – Low Quality Links Identifying Low Quality and Bad Links
  17. 17. 2016 State of Search – Adv. Link Training – Majestic – New and Lost Links Identifying New and Lost Links
  18. 18. 2016 State of Search – Advanced Link Training – Majestic Link Map Tools Compare Tool
  19. 19. 2016 State of Search – Advanced Link Training – Majestic Link Map Tools Link Profile Fight
  20. 20. 2016 State of Search – Advanced Link Training – Majestic Tools Keyword Checker • Shows how often keywords appear in the Majestic Index
  21. 21. 2016 State of Search – Adv. Link Training – Majestic Link Tools Bulk Backlink Checker
  22. 22. 2016 State of Search – Advanced Link Training – Majestic Link Tools Neighborhood Checker
  23. 23. 2016 State of Search – Advanced Link Training – Majestic Link Tools URL Submitter • Using Majestic to submit URLs to their scheduled crawl.
  24. 24. 2016 State of Search – Advanced Link Training – Analyzing Your Links Analyzing a Site’s Link Profile • Gather all of the links (Majestic, Google Search Console, others) • Review Trust Flow, Citation Flow, Topical Trust Flow • Review anchor text, compare vs. keywords ranking • Review percentage of anchor text (brand vs. keyword text) • Review SEMRush.com Data (site penalized by Google Penguin in past?)
  25. 25. 2016 State of Search – Advandced Link Training – Google Manual Actions Manual Actions in Google Search Console • Partial Match – affects certain pages • Full Match – affects whole site • Unnatural links – both require link cleanup, review
  26. 26. 2016 State of Search – Adv. Link Training – Google Manual Actions Manual Actions – Unrelated to Google Penguin • Unnatural link warnings are not related to Google Penguin (even real-time) • Unnatural link warnings not related to any algorithmic updates • Sites affected by Google Penguin in the past should still clean up links • Manual actions are more severe, require a reconsideration request
  27. 27. 2016 State of Search – Adv. Link Training – Google Manual Actions Getting Manual Actions Revoked Unnatural Links? Clean up links, document everything. • Identify all links to site • Combine GSC, Majestic, Ahrefs, OSE links • Manually review links (Link Research Tools can help) • Identify links to remove • Contact site owners, document emails, contact dates, etc. • At least 3 attempts to contact site owners (rmoov.com can help! • Disavow links not removed Request Review: include letter, spreadsheet with data proof (link to Google Sheets spreadsheet)
  28. 28. 2016 State of Search – Advanced Link Training – Link Cleanups Finding/Combining All Links to Site Find every link to your website possible, even old links. • Google Search Console • Majestic.com • Ahrefs.com • Open Site Explorer (Moz.com) • Download all links, put into MS Excel Spreadsheet • Remove Duplicates
  29. 29. 2016 State of Search – Advanced Link Training – Link Cleanups Upload Links to Link Research Tools Take combined links, put into list in .csv file, upload to Link Detox. • LRT’s Link Detox evaluates every links to site • Assigns level of risk for each link
  30. 30. 2016 State of Search – Adv. Link Training – Link Cleanups Identify Links to Remove in LRT Remove Toxic links, Review Suspicious Links to site. • Every link assigned a reason why it’s toxic, suspicious, etc.
  31. 31. 2016 State of Search – Adv. Link Training – Link Cleanups Identify Links to Remove in Majestic Majestic SEO can help you identify low quality links, as well. • Use Topic, Trust Flow, and Citation Flow to Identify Links
  32. 32. 2016 State of Search – Advanced Link Training – Google Manual Actions Contact Site Owners Email contact is best option, phone call works very well too. • Use whois data for most accurate email address https://whois.icann.org Sending Emails: 1st Contact - short, concise email. Few words, but personalized. 2nd Contact - longer, still concise. More descriptive, still personalized. 3rd Contact - “action required” phrase in subject. Descriptive, yet personalized. 4th Contact - Very stern, “action required”. Personalized. Link Removal Requests should come from email at domain being cleaned up.
  33. 33. 2016 State of Search – Advanced Link Training – Google Manual Actions Emails to Site Owners Sample email, first contact: Subject: Question About badsite-articles.com Hi badsite-articles.com, Recently when we reviewed all of the links to clientdomain.com, we noticed that your website is linking to clientdomain.com on this page here: http://mail.badsite-articles.com/index.php?c=99&p=55 I'm wondering if you would remove this link on your website to domain.com? Thank you, Bill
  34. 34. 2016 State of Search – Advanced Link Training – Disavowing Links Disavow Links After at least 3 contact attempts, disavow certain links (domains). • I assign every link a status in my spreadsheet - Link Removal Sent, 2nd Request, 3rd Request, 4th Request - Unable to Contact, Refused to Remove, Requested Payment - No longer Links Back, Successfully Removed • Spreadsheet also includes all emails and contact with site owner. • List URLs and Domains of Unable to Contact, No Response, Refused to Remove, and Requested Payment • Prepare Disavow File, upload text file to Google, Bing
  35. 35. 2016 State of Search – Advanced Link Training – Reconsideration Requests Filing a Reconsideration Request Google wants to know that you suffered in order to clean up links. • Prove to Google that you went above and beyond to clean up links • Provide spreadsheet with status of every link, and emails
  36. 36. 2016 State of Search – Advanced Link Training – Reconsideration Requests Example Reconsideration Request
  37. 37. 2016 State of Search – Advanced Link Training – Reconsideration Requests Sample Manual Action Revoked • 52,252 Total Links to Site • 217 referring root domains • 693 Healthy Links • 709 Inorganic Links • 569 “live” inorganic links to remove After three attempts over 3 weeks to contact site owners via email: • 296 site owners responded • 12 sites refused to remove the links • 257 links were successfully removed based on our email requests • 27 links – site owners requested payment to remove the links • 2 links – we were unable to contact site owners • 274 links – site owners were completely unresponsive after 3 contacts • 256 links were removed as a result of our link removal efforts
  38. 38. 2016 State of Search – Advanced Link Training – Reconsideration Requests Sample Manual Action Revoked • Kept track of all URLs, Status of URL, Dates, and emails • Added all data into spreadsheet • Uploaded spreadsheet to Google Docs • Wrote letter explaining process, linked to Google Docs spreadsheet
  39. 39. 2016 State of Search – Advanced Link Training– Getting Google Trust Getting Google to Trust Your Site • Majestic’s TrustFlow highly correlates to rankings • Trust bulletproofs site from Google slaps and Algo Updates • On-Page Trust Optimization • Trustworthy Domain Info • Trusted Links
  40. 40. 2016 State of Search – Adv.anced Link Training – Getting Google Trust On-Page Trust Optimization • Link out to Authority Sites when appropriate • Privacy Policy, Terms of Service, Disclosure pages on site • Bounce Rate, prevent pogosticking • Blocked Sites (users can block your site via Chrome browser) • References and Sources (at end of articles) • Schema Markup (local sites’ contact matches local citations)
  41. 41. 2016 State of Search – Adv. Link Training – Getting Google Trust Trustworthy Domain Info Could Help • Register your domain for 2+ Years • Make it public (don't hide with privacy whois) • Put whois info on your contact page
  42. 42. 2016 State of Search – Adv. Link Training – Getting Google Trust Get Links From Trusted Links, Seed Sites • The closest you can get to having a link from a trusted seed site the better
  43. 43. 2016 State of Search – Advanced Linking Tips Untapped Link Sources • Donate to Charity • Find Content w/links, Better Content • HARO Help a Reporter Out • PodcastGuests.com • Expired Domains • Blog Aggregators (Alltop) • Broken Link Building • Perform Research, Socialize Results
  44. 44. 2016 State of Search – Advanced Linking Tips Less Than 10 links: Manual Penalty
  45. 45. 2016 State of Search – Advanced Linking Training - Contact THANK YOU Contact Me Bill Hartzer Senior VP, Agency Service, Advice Interactive Email: bhartzer@adviceinteractive.com Mobile: +1 (214) 236-4378 Web: adviceinteractive.com Blog: billhartzer.com Twitter: @bhartzer Facebook: facebook.com/bhartzer

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