How to improve link equity distribution

1. Chris Long
Architectural SEO Manager
Go Fish Digital
@gofishchris
Drive More
Authority Without
Building Links

2. LINK
BUILDING
SUCKS

3. THE TYPICAL LINK BUILDING
PROCESS: BRAINSTORM

4. THE TYPICAL LINK BUILDING
PROCESS: BRAINSTORM

5. THE TYPICAL LINK BUILDING
PROCESS: COLLECT DATA

6. PITCH TO CLIENT

7. ADDING BRANDING

8. PITCH TO CLIENT…AGAIN

9. PITCH TO PUBLICATIONS

10. AND THEN….

11. PITCH TO
PUBLICATIONS…AGAIN

12. RESPONSE!

13. PITCH TO CLIENT…AGAIN

14. MUCH BETTER

15. READY TO GO LIVE?

16. THE END RESULT….

17. YOUR LIFE NOW

18. HOW DO YOU BETTER UTILIZE
THE EQUITY YOU HAVE?

19. WHY DO THIS?
Return On
Time
Less Third
Party Reliance
Improve Other SEO
Factors As Well
1 2 3

20. PRIMARY TACTICS
Reclaim Lost
Link Value
Improve Equity
Distribution
1 2

21. 1. RECLAIM
LOST LINK
VALUE

22. REDIRECT BROKEN
BACKLINKS

23. UNCOVER LEGACY SITES
Fixing historical redirects using Wayback Machine APIs: Patrick Stox

24. CRAWL LEGACY LINKS WITH SCREAMING FROG
Fixing historical redirects using Wayback Machine APIs: Patrick Stox

25. REDIRECTING A LEGACY
WEBSITE

26. AUDIT ROBOTS.TXT FILE

27. BLOCKING /GUIDE/ LINKS

28. MEET MY FRIEND

29. WHY?!?!?!?

30. HELP IS ON THE WAY

31. CHANGE 302 REDIRECTS TO
301

32. 200 = 100%
301 = 85%
302 = 0%

33. 200 = 100%
301 = 85%
302 = 0%

34. 301 & 302 REDIRECTS THE
SAME?

35. 302 TO 301 - A CASE STUDY

36. ELIMINATE REDIRECT CHAINS

37. AUDIT YOUR HTACCESS FILE

38. 2. IMPROVE
EQUITY
DISTRIBUTION

39. VISUALIZE INTERNAL
PAGERANK
Easy visualizations of PageRank and Page Groups with Gephi: Patrick Stox

40. LINK EQUITY BY URL
Easy visualizations of PageRank and Page Groups with Gephi: Patrick Stox

41. IMPROVE WEBSITE
NAVIGATION

42. BUILD TEMPLATIZED
INTERNAL LINKS

43. ADD A BREADCRUMB

44. THANK YOU
Follow Me
@gofishchris