Link Building Clinic - A Website Backlink Health Clinic

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  • Variety of Different types of links…UNDERSTAND the value of each to your link equation. What is most valuable??? One way authority link Advertising link with 30 characters of anchor text Blog *ahem* signing One way link with your domain name as anchor text on a related site Reciprocal links … and a bunch of other types of links that are available. Next: Google’s take on advertising placement
  • Link Building Clinic - A Website Backlink Health Clinic

    1. 1. ©2007 Market Motive, Inc.Todd MalicoatStuntdubl.com | SEO Faculty Chair, Market MotiveLink Building ClinicA Website Backlink Health Checkup
    2. 2. Overview• Types of Links• PESCAR Link Building• 6 Link Checks
    3. 3. “Link” is to SEO’s what“Snow” is to Eskimos
    4. 4. 12 different types of links• Presell Page• Authority• Directory• Reciprocal• Run of site• One way links from friends ofrelated sites• .edu/.gov• radio, TV, newspaper,magazine• Press Release• Article Bio• RSS/Blog Aggregation• Comment / Profile
    5. 5. PESCAR! Fishing for Links!1. Process Strategy2. Equity Education3. Site Prospecting4. Competitive Backlinks5. Approach Assessment6. Repairing Links
    6. 6. 12 Types of Links1. Guest Posts/ Article bio links2. Presell page links3. Authority links4. Directory links5. Run of site links6. One way links from friends or related sites7. .edu and .gov links8. Radio station, television, magazine, or newspaper links9. Press release links10.RSS/ aggregation links11. Comment and profile links12. Reciprocal links
    7. 7. Link Diversity Check• If a site has…You should probably…• 70% reciprocal links…• get only one way links.• 10k IBL’s from 10 unique IP’s…• get some more unique linking IP’s.• 90% links to the homepage…• get more deeplinks.• 80% identical anchor text…• get links with different anchor text.• 1000 IBL’s from 500 unique IP’s…• get a run of site text link from 1k pages.
    8. 8. Why are links important?Off page factors account for almost70% of search factorsVia SEOMOZ.org 2009 Search Ranking Factors
    9. 9. Off page factors account for over 50% of factors
    10. 10. Don’t Worry About Links!?!“Don’t think aboutlink building, thinkabout compellingcontent andmarketing.”http://searchengineland.com/the-top-five-seo-mistakes-according-to-googles-matt-cutts-157574
    11. 11. Bobby Bad IdeasMatt says all weneed is qualitycontent!
    12. 12. Bobby Bad IdeasSEO is Deadbecause it’ssooooooo EASY!
    13. 13. Bobby Bad IdeasSEO is Dead because it’ssooooooo EASY!
    14. 14. Best Bobby Bad Idea Gets3 Months MM Access –tweet @stuntdubl - SomeEcards.comAll We Need is Some MorePageRANKs!
    15. 15. • Root linking domains check1. Anchor text check2. Site-wide link check3. Authority distribution check4. Link diversity check5. Link velocity checkOverview: 6 Link Health Checks
    16. 16. • Root linking domains check1. Anchor text check2. Site-wide link check3. Authority distribution check4. Link diversity check5. Link Velocity check6 Link Health Checks
    17. 17. Are your links still passing juice?Monitoring the rate at which linking root domains get removed from Google’s indexperiodically, can be very useful to detect changes in rankings. If too many linking rootdomains get de-indexed or penalized that would be a negative signal, very likely to have anegative impact on your rankings.Back Linking Health Check-uphttp://connect.icrossing.co.uk/monitor-website-link-equity-loss_83471. Root Linking Domains Check
    18. 18. Are your links still passing juice?Caveats– Even though Google these days is de-indexing thousands of lowquality blogs, coming across a website with no indexed pages inGoogles SERPs doesn’t necessarily mean that it has beenpenalized. Other causes for indexation are:– An expired domain that no longer exists,– An accidental de-indexation (e.g. a meta robots noindex on every page ofthe site), or some other technical glitch.– However, de-indexed domains that still have a positive TBPR value couldflag websites that Google has recently removed from its index due toguidelines violations (e.g. link exchanges, PageRank manipulation).• http://www.seomoz.org/blog/how-to-check-which-links-can-harm-your-sites-rankingsBack Linking Health Check-up1. Root Linking Domains Check
    19. 19. Are your links still passing juice?Tools to find out:• Excel• NetPeak Checker (http://net-peak.com/software/netpeak-checker/ ) OR• SEO Tools for Excel (http://nielsbosma.se/projects/seotools/ )• Instructions:• http://www.seomoz.org/blog/how-to-check-which-links-can-harm-your-sites-rankingsBack Linking Health Check-up1. Root Linking Domains Check
    20. 20. • Root linking domains check1. Anchor text check2. Site-wide link check3. Authority distribution check4. Link diversity check5. Link Velocity check6 Link Health Checks
    21. 21. Anchor text usually gives the user relevant descriptive or contextual informationabout the content of the links destination. The anchor text may or may not be relatedto the actual text of the URL of the link. For example, a hyperlink to the blue-widgets-homepage might take this form:– <a href="http://www.bluewidgets.com">Blue Widgets Homepage</a>The anchor text in this example is " Blue Widgets Homepage "; the unwieldy URLhttp://www.bluewidgets.com displays on the web page as Blue WidgetsHomepage, contributing to clean, easy-to-read text.What is an Anchor Text?The anchor text, link label, link text, or linktitle is the visible, clickable text in ahyperlink.Back Linking Health Check-up2. Anchor Text Check
    22. 22. Types of anchor textDifferent anchor text types can be identified as:– Exact match targeted keywords e.g. Marketing Training– Broad match keywords e.g. Best Online Marketing Training– Brand terms e.g. MarketMotive, MarketMotive.com– Keyword + brand terms e.g. MarketMotive marketing trainingonline– Image links– Other e.g. click here, this site‘, ‘check this’ and other naturalanchor text that doesnt fall under any of the abovecategories.Back Linking Health Check-up2. Anchor Text Check
    23. 23. What does a natural anchor text profile look like?Back Linking Health Check-upThe following may be a useful rule thumb:• 55 – 60% – Should Link to Brand Name (withTargeted keywords) – Ontime payrollsoftware, www.ontimepayroll.com |• 25% – 30% – Should link to other words like –Click here, visit this site, check this• 10% – 20 % – Should link to exact matchanchor texts –Payroll Software2. Anchor Text Check
    24. 24. What does Anchor over-optimization look like?Back Linking Health Check-uphttp://www.seomoz.org/blog/how-to-survive-googles-unnatural-links-warnings-avoid-overoptimisation2. Anchor Text Check
    25. 25. What should it look like?Back Linking Health Check-uphttp://www.seomoz.org/blog/anchor-text-distribution-avoiding-over-optimization
    26. 26. • Free Anchor Text Distribution spreadsheetBack Linking Health Check-up• Tools– SEOMoz Opensite Explorer– Free excel spreadsheet template:– http://bowdeni.com/free-anchor-text-distribution-spreadsheet/269/2. Anchor Text Check
    27. 27. Monitoring your anchor text distribution – case study– Study showing the percentage of links with anchor text for keywords that the site wastrying to optimize SERP visibility for (such as “blue widgets”) vs any other type of anchortext (this could be “bluewidgets.com”, “blue widgets | the number one widget site”, “clickhere”, or anything that wasn’t a keyword containing measurable search volume).http://www.micrositemasters.com/blog/penguin-analysis-seo-isnt-dead-but-you-need-to-act-smarter-and-5-easy-ways-to-do-so/Back Linking Health Check-up2. Anchor Text Check
    28. 28. Varying your anchor text, be creative!– HP Inject Cartridge– Inject cartridges for HP printers– Ink for HP Printers– Ink cartridges for HP– HP Printer cartridges– Hpcartridges.com– Buy inject cartridges for HPBack Linking Health Check-up2. Anchor Text Check
    29. 29. • Root linking domains check1. Anchor text check2. Site-wide link check3. Authority distribution check4. Link diversity check5. Link Velocity check6 Link Health Checks
    30. 30. Back Linking Health Check-upSite wide links are web linksthat are placed throughoutevery single page of a web site.These are further divided intotwo types•Internal Site-wide Links•External Site-wide Links3. Site-wide Link Check
    31. 31. Back Linking Health Check-upInternal Site-wide LinksLinking to internal pages within your ownwebsite comes under "Internal site widelinking". These include internal navigationmenus, footnotes and cloud tagsExternal Site-wide LinksLinking of all pages from an external siteto your website pages consistently comesunder "external site wide linking". ExampleBlog rolls, sponsored footnote links.These type of links/websites may beconsidered spam (or sometimessponsored/paid links) and can potentiallyaffect negatively the Google algorithm,specially if exact anchor text is used.3. Site-wide Link Check
    32. 32. There are a few ways to quickly check your website against site-wide links with the quickest one being Webmaster Tools.– Login to your webmaster tool account– Choose Your site on the web– Click on “traffic” on your left hand side menu– Choose “links to your site”Webmasters Tools will list the domains that link the most to your site.The ones that link several times should be flagged as potential site-wide links and be manually checked.Back Linking Health Check-upUsing webmasters tools: (https://www.google.com/webmasters/tools/)3. Site-wide Link Check
    33. 33. Back Linking Health Check-upUsing webmasters tools: (https://www.google.com/webmasters/tools/)3. Site-wide Link Check
    34. 34. Back Linking Health Check-upUsing MajesticSEO tools: (http://www.majesticseo.com/ )A free version of the tool is available to be used only on your ownwebsite – checking for other sites require a subscriptionLogin to your MajesticSEO account• Type your site into the Site Explorer Bar on the home page.• Switch the option to Historic Index and• Click Explore.3. Site-wide Link Check
    35. 35. Back Linking Health Check-up4 - Click on the Referring Domains tab. If the sort order is different, sort by“Matched Links”, descending.This will list sites linking to you based on the number of links they have pointing to you. This makes it veryeasy to see site wide links into your site, and because we also include the Alexa ranking for each domain, youcan quickly assess whether the sitewide links need further investigation or whether they are benign:Using MajesticSEO tools: (http://www.majesticseo.com/ )3. Site-wide Link Check
    36. 36. • Root linking domains check1. Anchor text check2. Site-wide link check3. Authority distribution check4. Link diversity check5. Link Velocity check6 Link Health Checks
    37. 37. Finding the distribution of high PR (or global link popularity)site is a great starting point to finding the overall health ofyour backlink profileWhat is Pagerank?PageRank is synonymous with:• Link popularity• Link juice• Link value• Link equityBack Linking Health Check-up4. Link Authority Distribution Check
    38. 38. 4. Link Authority Distribution Check
    39. 39. 4. Link Authority Distribution Check
    40. 40. Tools– Seomoz Opensite Explorer– Excel template by Dr. Pete– Instructions:http://www.seomoz.org/blog/link-profiling-with-open-site-explorer4. Link Authority Distribution Check
    41. 41. What does a natural anchor text profile look like?Via @SEOMOZ4. Link Authority Distribution Check
    42. 42. • Root linking domains check1. Anchor text check2. Site-wide link check3. Authority distribution check4. Link diversity check5. Link Velocity check6 Link Health Checks
    43. 43. Keep it “natural”Back Linking Health Check-up5. Link Diversity Check
    44. 44. What should it look like?Back Linking Health Check-uphttp://www.seomoz.org/blog/anchor-text-distribution-avoiding-over-optimization
    45. 45. Concentrate on “Natural Link” distribution. Focus on link segmentation by typeas well. Google is smart enough to determine where and what type a link is onany given page.Natural type of links you should build:•Paid or Free Directory submissions•Guest Blog posting•Blog commenting•Pitching for reviews•Content Marketing•Newsrooms•Press Releases•Creating alliances with other websites especially in your niche• Other linkshttp://memeburn.com/2012/04/upset-about-google-killing-seo-dont-panic-theres-a-way-forward/5. Link Diversity Check
    46. 46. Back Linking Health Check-upUnhealthy link profile5. Link Diversity Check
    47. 47. Back Linking Health Check-upHealthy link profile5. Link Diversity Check
    48. 48. Tools– Seomoz Opensite Explorer– Link Detective– (http://www.linkdetective.com/)Back Linking Health Check-up5. Link Diversity Check
    49. 49. Linkdex5. Link Diversity Check
    50. 50. • Root linking domains check1. Anchor text check2. Site-wide link check3. Authority distribution check4. Link diversity check5. Link Velocity check6 Link Health Checks
    51. 51. Acquiring a high number of links over a short period of time is not a goodpractice and webmasters need to keep an eye on the levels of acquiredlinks, especially these days that negative SEO seems to become more ofan issue.Back Linking Health Check-upUsing Ahref tools (http://ahrefs.com/)6. Link Velocity Check
    52. 52. Back Linking Health Check-upUsing Majestic SEO tools (http://www.majesticseo.com/)6. Link Velocity Check
    53. 53. Other Great Tools to check your Inbound LinkingProfileBack Linking Health Check-up• Majestic SEO,• Open Site Explorer,• Ahrefs,• Blekko,• Sistrix• Buzzstream,• Raven Tools• Ontolo• Linkdex• But most important YOUR BRAIN!!
    54. 54. Review• Root linking domains check1. Anchor text check2. Site-wide link check3. Authority distribution check4. Link diversity check5. Link Velocity check6 Link Health Checks
    55. 55. PESCAR! Fishing for Links!1. Process Strategy2. Equity Education3. Site Prospecting4. Competitive Backlinks5. Approach Assessment6. Repairing Links
    56. 56. Stuntdubl Approved Toolsets.• SEOMoz – Tracking tools, analysis, community• Raven Tools – Campaign management• MajesticSEO – Competitive back link analysis• SEObook – Competitive research/ community• SEMRush – Competitive analysis• SpyFu – Competitive analysis• Linkdex – Link management• Ontolo – Link discovery• Link Prospector – Link discovery• LinkDiagnosis – Link analysis• Google Analytics/ Webmaster tools
    57. 57. Link Building Planner Spreadsheet• Web tools• National days and events• Sponsor contests• Sponsor clubs• Sponsor events• Badges• Plugins and extensions• Drupal themes• Widgets• Petition• Finding Malware• Printable resources• 404 link reclamation• Review something newhttp://pointblankseo.com/link-building-strategieshttp://todd.at/linkspreadsheet
    58. 58. More Tools• Annie Cushing’s List – http://todd.at/annie• Ahrefs.com• LinkResearchTools.com• Sistrix.com• Rapporative• LinkClump• SEO Tools for Excel– http://nielsbosma.se/projects/seotools/
    59. 59. LinkBuilders to Read• JustinBriggs.org• RossHudgens.com• IpullRank.com / iAcquire Blog• http://www.distilled.net/blog/• http://www.seerinteractive.com/blog/• http://www.internetmarketingninjas.com/blog/• http://pointblankseo.com• http://www.linkbuildingbook.com/link-building-resources.html
    60. 60. LinkBuilders to Read• JustinBriggs.org• RossHudgens.com• IpullRank.com / iAcquire Blog• http://www.distilled.net/blog/• http://www.seerinteractive.com/blog/• http://www.internetmarketingninjas.com/blog/• http://pointblankseo.com• http://www.linkbuildingbook.com/link-building-resources.html
    61. 61. Review• Types of Links• PESCAR Link Building• 6 Link Checks
    62. 62. FINOnline Marketing:• Training• Strategy• ConsultingThank you!Todd@stuntdubl.com

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