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1HowTo ImproveAtLinkAssessment
2With algorithm updates coming faster and faster it isimportant to be able to quickly analyse a client’s link portfolioand...
100sOfUpdatesPerYearLess than onemonthsupdates!
Penguinupdate
ThoughtLinksCouldOnlyAddValueNowwe’reveryawaretheycanbedamaging
Apr May Jun Jul Jul AugBrightEdge page-level optimisationOn-Site initiativesOn-Site initiatives implementationRe-use & sma...
Apr May Jun Jul Jul AugBrightEdge page-level optimisationOn-Site initiativesOn-Site initiatives implementationRe-use & sma...
Getting Started
SelectionofTools
Positives Free The links Google have identifiedNegatives Limited to top 1000 – less all encompassing.WebmasterTools
Positives Massive index that is kept very up-to-date Lots of custom metricsNegatives PaidMajesticSEO
Positives Utilises a number of different sources Custom reports that can do some of the analysis for youNegatives PaidL...
Others
 Blogroll/sidebar links – Lots of links from single domain Poor quality links – Links that are built only to pass equity...
Things to look at to get a rough ideaUseful Metrics
 BBC has 216 links per domain Volkswagen has 46 links per domain Toyota has 76 links per domain
Citation Flow & Trust FlowCitation Flow is similar to PageRankTrust Flow is more like Hilltop (based aroundexpert document...
Velocity of links Has the number of backlinks spiked andthe number of referring domains stayedstatic? Are we gaining add...
Anchor text Do we have lots of exact matchanchor text? How has this changed overtime?
Analysing Individual LinksDigging Deeper
23#1Poor Trust Flow to Citation Flow
24
25
26
27
28
29
30
31#2Over-targeted Anchor-text
32
33
34
35
36 Why do we havemore “hw moontoyota” linksthan toyotalinks?
37#3Finding Sitewide Links
38
39
40
41
42#4Low Quality Backlinks
43
44
45
Rinse and repeatIntegrating Into MonthlyReporting
47
48
49
1. Export backlink data each month2. Create copy of previous months dashboard3. Paste in new months data4. Update pivot ta...
 LinkResearchTools allows you to run similar reports to those explainedearlier, meaning you don’t have to worry about man...
52
53TwoTime-savingReports
54CompetitiveLandscapeAnalyserSimilar metrics andcharts to those wecreated in excel
55LinkDetox
56LinkDetox
Some nice little quick winsAdded Extras
58SEOToolsforExcel
Additional–Linkingto404sPages inMajesticSEOshows top 100linked to URLs
60Surely none ofour top 100pages arewasting linkequity?
61
62
63
643 of our top 100 URLs produce a 404This accounts for thousands of backlinksToyota.co.uk have 199K indexed URLs
Thank you!65
SEO: How to improve at link assessment
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 excel to find them.

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Transcript of "SEO: How to improve at link assessment"

  1. 1. 1HowTo ImproveAtLinkAssessment
  2. 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. 3. 100sOfUpdatesPerYearLess than onemonthsupdates!
  4. 4. Penguinupdate
  5. 5. ThoughtLinksCouldOnlyAddValueNowwe’reveryawaretheycanbedamaging
  6. 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. 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. 8. Getting Started
  9. 9. SelectionofTools
  10. 10. Positives Free The links Google have identifiedNegatives Limited to top 1000 – less all encompassing.WebmasterTools
  11. 11. Positives Massive index that is kept very up-to-date Lots of custom metricsNegatives PaidMajesticSEO
  12. 12. Positives Utilises a number of different sources Custom reports that can do some of the analysis for youNegatives PaidLinkResearchTools
  13. 13. Others
  14. 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. 15. Things to look at to get a rough ideaUseful Metrics
  16. 16.  BBC has 216 links per domain Volkswagen has 46 links per domain Toyota has 76 links per domain
  17. 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. 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. 19. Anchor text Do we have lots of exact matchanchor text? How has this changed overtime?
  20. 20. Analysing Individual LinksDigging Deeper
  21. 21. 23#1Poor Trust Flow to Citation Flow
  22. 22. 24
  23. 23. 25
  24. 24. 26
  25. 25. 27
  26. 26. 28
  27. 27. 29
  28. 28. 30
  29. 29. 31#2Over-targeted Anchor-text
  30. 30. 32
  31. 31. 33
  32. 32. 34
  33. 33. 35
  34. 34. 36 Why do we havemore “hw moontoyota” linksthan toyotalinks?
  35. 35. 37#3Finding Sitewide Links
  36. 36. 38
  37. 37. 39
  38. 38. 40
  39. 39. 41
  40. 40. 42#4Low Quality Backlinks
  41. 41. 43
  42. 42. 44
  43. 43. 45
  44. 44. Rinse and repeatIntegrating Into MonthlyReporting
  45. 45. 47
  46. 46. 48
  47. 47. 49
  48. 48. 1. Export backlink data each month2. Create copy of previous months dashboard3. Paste in new months data4. Update pivot tables50KeepingDashboardsUp-to-date
  49. 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. 50. 52
  51. 51. 53TwoTime-savingReports
  52. 52. 54CompetitiveLandscapeAnalyserSimilar metrics andcharts to those wecreated in excel
  53. 53. 55LinkDetox
  54. 54. 56LinkDetox
  55. 55. Some nice little quick winsAdded Extras
  56. 56. 58SEOToolsforExcel
  57. 57. Additional–Linkingto404sPages inMajesticSEOshows top 100linked to URLs
  58. 58. 60Surely none ofour top 100pages arewasting linkequity?
  59. 59. 61
  60. 60. 62
  61. 61. 63
  62. 62. 643 of our top 100 URLs produce a 404This accounts for thousands of backlinksToyota.co.uk have 199K indexed URLs
  63. 63. Thank you!65
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