Look Before You Link by Annie Cushing


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BlueGlass Florida presentation by Annie Cushing, Director of Search Services at BlueGlass

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  • I’m not commenting on the efficacies of buying or eschewing paid links. I’m not their priest, just their SEO. BUT if they’ve bought links, you need to be a little more vigilant in your backlink portfolio research.
  • This is where I rely on OSE (although Majestic also offers this metric).I’ve found that Majestic over-reports; OSE under-reports. The truth is somewhere in the middle.
  • I
  • Look Before You Link by Annie Cushing

    1. 1. Look Before You Leap Link<br />
    2. 2. How to Build Links Without Blowing Yourself Up<br />
    3. 3. My Well-Worn Path to Pre-Link Building Strategy<br />
    4. 4. Check Out Your Site’s Backlink Portfolio First<br />
    5. 5. How to Rock the OSE<br /><ul><li> You can run your site solo or compare with your top competitor to compare vis-à-vis.
    6. 6. You need to be a PRO member.
    7. 7. For newer sites I use Majestic.</li></li></ul><li>Jumping Into the Deep End of the SEO Pool<br /><ul><li> I go right for the Anchor Text Distribution.
    8. 8. I semi-randomly picked Beyond Blossoms, but there’s an SEO opp ripe for the pickin’. :)</li></li></ul><li>History of Link Building?<br /><ul><li> Is the site an SEO virgin?
    9. 9. If it hasn’t, chances are better everything will be organic.</li></li></ul><li>Have They Bought Links?<br /><ul><li> Not a value judgment.
    10. 10. You will just need to be more vigilant in research.</li></ul>.<br />
    11. 11. Get Access to List of Paid Links<br /><ul><li> This isn’t always possible but worth asking.
    12. 12. Have someone go through that list and check for sitewide links.
    13. 13. They bloat your links/unique domains ratio</li></li></ul><li>Check for Link Acquisition Velocity<br /><ul><li> I use Majestic SEO for this.
    14. 14. This report measures how fast your site has acquired links compared to your competitors.</li></li></ul><li>Breaking the Link Velocity Speed Limit<br /><ul><li> Here we have a blatant and indiscriminate use of sitewide links.</li></li></ul><li>Check Anchor Text Distribution<br /><ul><li> If your site (or your client’s) doesn’t have a history of link building, jump to this step.
    15. 15. Watch for unbalanced distributions.</li></li></ul><li>Red Flag That Begs Further Research<br /><ul><li> This isn’t enough data to go make conclusions.
    16. 16. Next step: Export to Excel.</li></li></ul><li>Not the Sexiest Aspect of SEO But …<br /><ul><li> Before you touch the data, get your spreadsheet organized.
    17. 17. I love AutoFilter for that reason.</li></li></ul><li>Setting Up Your Filters<br />
    18. 18. Setting Up Your Filters<br /><ul><li> I wanted to see anchor text that contains the words beyond and blossoms.
    19. 19. But it needed to also catch anchors like beyondblossoms.com.</li></li></ul><li>Do Optimized Anchors Outnumber Branded?<br /><ul><li> If your site (or your client’s) doesn’t have a history of link building, jump to this step.
    20. 20. Watch for unbalanced distributions.</li></li></ul><li>Beyond Blossoms’ Branded Links<br /><ul><li> What you see here is you have 868 branded links from 413 linking domains. </li></li></ul><li>Beyond Blossoms’ send flowers Links<br /><ul><li> Ouch! 1530/80 compared to 868/413.</li></li></ul><li>Check for Filtering<br />
    21. 21. Beyond Blossoms’ send flowers Links<br /><ul><li>The result? SEMRush had the site listed #7 for send flowers. When I checked on Saturday, they were #25.
    22. 22. However, it’s #8 for buy flowers.
    23. 23. Conclusion: It’s most likely being filtered for the term it’s over-optimized for but is fine with other keywords they haven’t targeted as aggressively.</li></li></ul><li>Find the Low-Hanging Fruit<br />
    24. 24. Find the Low-Hanging Fruit with SEMRush<br /><ul><li> Tells you the keywords your site is ranking on the first two pages of Google for.
    25. 25. Click on the Full Report link or export to Excel.</li></li></ul><li>Clean Up, Interpret. Rinse and Repeat.<br />
    26. 26. Explain Without Geek Speak<br />
    27. 27. Triangulate the Data with GWT and Analytics<br /><ul><li> From GWT you’ll get impressions and clicks for keywords your site is showing up for.
    28. 28. From analytics you’ll get actual visits for each of these keywords.</li></li></ul><li>Bringing It Home<br /><ul><li> One more advantage to arming yourself with data is oftentimes decision makers have their sacred cows.</li></li></ul><li>