SEO: How to improve at link assessment
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SEO: How to improve at link assessment

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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 ...

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.

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SEO: How to improve at link assessment Presentation Transcript

  • 1. 1HowTo ImproveAtLinkAssessment
  • 2. 2With algorithm updates coming faster and faster it isimportant to be able to quickly analyse a client’s link portfolioand understand whether or not they are at risk, which linkswork for them and where opportunities are for building newlinks in future. This session aims to show you how to collectand analyse link data to produce a regular link audit.
  • 3. 100sOfUpdatesPerYearLess than onemonthsupdates!
  • 4. Penguinupdate
  • 5. ThoughtLinksCouldOnlyAddValueNowwe’reveryawaretheycanbedamaging
  • 6. Apr May Jun Jul Jul AugBrightEdge page-level optimisationOn-Site initiativesOn-Site initiatives implementationRe-use & small scale content marketingQuarterly content calendar creationContent initiatives proposedContent initiatives created & distributedBacklink AnalysisReport scoping and dashboard setupReport deliveryKeyword researchTechnical SEO auditTechnical implementationLocal SEO auditLocal SEO implementationSocial AuditTwitter Trend OptimisationCreation of SEO / social playbookRatherThanDoingOneBacklinkProfileAudit
  • 7. Apr May Jun Jul Jul AugBrightEdge page-level optimisationOn-Site initiativesOn-Site initiatives implementationRe-use & small scale content marketingQuarterly content calendar creationContent initiatives proposedContent initiatives created & distributedMonthly Backlink AnalysisReport scoping and dashboard setupReport deliveryKeyword researchTechnical SEO auditTechnical implementationLocal SEO auditLocal SEO implementationSocial AuditTwitter Trend OptimisationCreation of SEO / social playbookWeNeedToDoItEveryMonth
  • 8. Getting Started
  • 9. SelectionofTools
  • 10. Positives Free The links Google have identifiedNegatives Limited to top 1000 – less all encompassing.WebmasterTools
  • 11. Positives Massive index that is kept very up-to-date Lots of custom metricsNegatives PaidMajesticSEO
  • 12. Positives Utilises a number of different sources Custom reports that can do some of the analysis for youNegatives PaidLinkResearchTools
  • 13. Others
  • 14.  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 builtAnything unnatural.WeWantToIdentifyTheFollowing
  • 15. Things to look at to get a rough ideaUseful Metrics
  • 16.  BBC has 216 links per domain Volkswagen has 46 links per domain Toyota has 76 links per domain
  • 17. Citation Flow & Trust FlowCitation Flow is similar to PageRankTrust Flow is more like Hilltop (based aroundexpert documents) Higher the numbers the better Relationship between the two isinterestingVery low quality websites will havethree/four times higher citation flow thantrust flow
  • 18. Velocity of links Has the number of backlinks spiked andthe number of referring domains stayedstatic? Are we gaining additional linksincrementally more than we were doingpreviously?
  • 19. Anchor text Do we have lots of exact matchanchor text? How has this changed overtime?
  • 20. Analysing Individual LinksDigging Deeper
  • 21. 23#1Poor Trust Flow to Citation Flow
  • 22. 24
  • 23. 25
  • 24. 26
  • 25. 27
  • 26. 28
  • 27. 29
  • 28. 30
  • 29. 31#2Over-targeted Anchor-text
  • 30. 32
  • 31. 33
  • 32. 34
  • 33. 35
  • 34. 36 Why do we havemore “hw moontoyota” linksthan toyotalinks?
  • 35. 37#3Finding Sitewide Links
  • 36. 38
  • 37. 39
  • 38. 40
  • 39. 41
  • 40. 42#4Low Quality Backlinks
  • 41. 43
  • 42. 44
  • 43. 45
  • 44. Rinse and repeatIntegrating Into MonthlyReporting
  • 45. 47
  • 46. 48
  • 47. 49
  • 48. 1. Export backlink data each month2. Create copy of previous months dashboard3. Paste in new months data4. Update pivot tables50KeepingDashboardsUp-to-date
  • 49.  LinkResearchTools allows you to run similar reports to those explainedearlier, meaning you don’t have to worry about manually updating data. These reports can be scheduled to be automatically run and sent toclients if required.51Alternatively–UseLinkResearchTools
  • 50. 52
  • 51. 53TwoTime-savingReports
  • 52. 54CompetitiveLandscapeAnalyserSimilar metrics andcharts to those wecreated in excel
  • 53. 55LinkDetox
  • 54. 56LinkDetox
  • 55. Some nice little quick winsAdded Extras
  • 56. 58SEOToolsforExcel
  • 57. Additional–Linkingto404sPages inMajesticSEOshows top 100linked to URLs
  • 58. 60Surely none ofour top 100pages arewasting linkequity?
  • 59. 61
  • 60. 62
  • 61. 63
  • 62. 643 of our top 100 URLs produce a 404This accounts for thousands of backlinksToyota.co.uk have 199K indexed URLs
  • 63. Thank you!65