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Proactive Measures for Good Site Health - Brighton SEO 2014

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Brighton SEO 2014 presentation by Thomas Whittam from Ayima on being proactive with your websites backlinks.

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Proactive Measures for Good Site Health - Brighton SEO 2014

  1. 1. Proactive Measures for Good Site Health Tom Whittam SEO Consultant, Ayima
  2. 2. Tom Whittam SEO Consultant, Ayima Cyclist (the Lycra kind) http://ayi.ma/brightonseo
  3. 3. Tweet us! @Ayima Ayima began in 2007 Headquartered in NYC & London SEO partner to Fortune 20 & FTSE clients
  4. 4. “How businesses can benefit from being proactive with their backlinks”
  5. 5. Why do we need to be proactive? 1. Manual Actions 2. Penguin
  6. 6. Is Every Site Different?
  7. 7. 3 situations you may recognise 1. Large corporate website 2. SME website 3. New agency client
  8. 8. 3 situations you may recognise 1. Large corporate website • Large backlink profiles • Historic techniques • Affiliates/sitewides
  9. 9. 3 situations you may recognise 2. SME website • Minimal SEO support • Budget restrictions • Low brand awareness
  10. 10. 3 situations you may recognise 3. New agency client • What did the old agency do? • Types of link building? • Check their other clients
  11. 11. How Can I Be Proactive? Link Monitoring Backlink Audit
  12. 12. Link Monitoring Negative SEO
  13. 13. Negative SEO 1. Ahrefs New/Lost links (<60 days) 2. GWT link dates 3. Most common anchors 4. Who links the most? 5. Keep a record of link numbers MoM
  14. 14. Link Monitoring Getting Hacked
  15. 15. Getting Hacked 1. Security issues/content keywords GWT 2. Update plugins - http://ayi.ma/x3y08 3. Routine backups 4. Regular password updates
  16. 16. Link Monitoring Affiliate Networks
  17. 17. Affiliate Networks 1. Affiliate system check 2. Block parameter in GWT, GA and Robots.txt • Use Robots.txt tester in GWT 3. Attempt to implement nofollows 4. Disavow
  18. 18. Just so you know… • Affiliate network checks • Is the nofollow attribute used? • Does the link go through a redirect? • Type of redirect? • Redirect path?
  19. 19. Just so you know… • Affiliate link on road.cc
  20. 20. Just so you know… • Inspect element <a href="/buynow/track.php?buyaid=5&amp;nid=129269&amp;lin k=aHR0cDovL3d3dy5kZWNhdGhsb24uY28udWsvQy01OTU1NTEtYmlrZ S1oZWxtZXRzP3V0bV9zb3VyY2U9cm9hZGNjJnV0bV9tZWRpdW09RGlz cGxheSZ1dG1fY2FtcGFpZ249cm9hZGNjX3Nob3BwaW5n&amp;exact= 0&amp;section=1&amp;deal=0" target="_blank" rel="nofollow"><img src="/buynow/images/buy-5-top.png" width="120" alt="Buy it now" class="google-buynow"></a>
  21. 21. Just so you know… • Inspect the link path
  22. 22. Just so you know… • Block parameter in GA Admin / All Web Site Data / View Settings
  23. 23. Just so you know… • Block parameter in GWT Crawl / URL Parameters / Add Parameter
  24. 24. Just so you know… • Block parameter in Robots.txt • Use GWT Robots.txt tester • Read this - http://ayi.ma/robotsguide • Test here - http://ayi.ma/robotstool
  25. 25. Link Monitoring Referrer Spam
  26. 26. Referrer Spam 1. Identify problem sites in GA 2. Block bots in Robots.txt 3. Exclude in GA & block bots at profile level 4. Disavow
  27. 27. Just so you know… • Identify spam referrers in GA
  28. 28. Just so you know… • Block bots in Robots.txt #Semalt User-agent: semaltspider Disallow: /
  29. 29. Just so you know… • Or .htaccess RewriteEngine on RewriteCond %{HTTP_REFERER} semalt.com [NC] RewriteRule .* - [F]
  30. 30. Just so you know… • Exclude referrers in GA Admin / Profile / Tracking Info / Referral Exclusion List
  31. 31. Just so you know… • Block all known spam bots in GA Admin / All Web Site Data / View Settings
  32. 32. Backlink Audit
  33. 33. Backlink Audit 1. Download links, use multiple sources • GWT, Ahrefs, Majestic SEO, Moz OSE
  34. 34. Backlink Audit 2. Open Excel; remove duplicates, add a domain column and populate 3. Use pivot tables to identify patterns • Anchors, number of links, type of link
  35. 35. Backlink Audit 2. Open Excel; remove duplicates, add a domain column and populate 3. Use pivot tables to identify patterns • Anchors, number of links, type of link
  36. 36. Backlink Audit 4. Check every domain • Use Google’s Quality Guidelines / your gut feeling • Keep a record of every website you visit • Contact details, quality, anchor text, type of link • Identify if you want to remove the link
  37. 37. Backlink Audit 5. Contact Webmasters to remove links • Record date of contact & outcome • Don’t pay them (keep a record if they ask) • Disavow if they refuse/don’t respond
  38. 38. Remember… Set your own thresholds and don’t be afraid
  39. 39. Example: Sitewide Identification
  40. 40. Example: Sitewide Identification 1. Get your domain list 2. Add a column, populate with 1 URL Domain 1 http://www.site-1.com/example/1 site-1.com 1 http://www.site-2.co.uk/example/133 site-2.co.uk 1 https://www.site-3.net/example/1 site-3.net 1 https://www.site-3.net/example/2 site-3.net 1 http://site-4.com/example/1 site-4.com 1 http://site-5.com/example/1 site-5.com 1 http://site-6.com/example/1 site-6.com 1 http://site-7.com/example/1 site-7.com 1 http://example.site-8.com/example/1 example.site-8.com 1 http://site-9.com/example/1 site-9.com 1
  41. 41. Example: Sitewide Identification 3. Select your data then the Pivot Table button
  42. 42. Example: Sitewide Identification 4. Sort your data
  43. 43. Example: Sitewide Identification 5. Investigate • Footer link? • Banner link? • Forum link?
  44. 44. Submitting a Disavow
  45. 45. Submitting a disavow 1. Identify domains for disavow • Add “domain:” to the front of each one (no spaces) domain:example.com domain:subdomain.example-2.co.uk
  46. 46. Submitting a disavow 2. Copy into a .txt file • Add a #comment identifying the date added • Add any old disavow data #Disavow added 12th September 2014 domain:example.com domain:subdomain.example-2.co.uk
  47. 47. Submitting a disavow 3. Visit the disavow tool and follow the instructions • Add the file to the correct profile http://ayi.ma/disavow
  48. 48. Submitting a disavow 4. View GWT messages for your confirmation
  49. 49. “If I disavow without getting a manual action, will it hurt my website?”
  50. 50. Search traffic post proactive disavow Disavow of 339 domains submitted March 2014 20% of domains pointing to site
  51. 51. 5 Takeaways
  52. 52. 5 Takeaways 1. Complete a backlink audit 2. Identify low quality links for removal 3. Contact WM’s and disavow where necessary 4. Monitor your incoming links 5. Keep a record of everything
  53. 53. Thanks! Tom Whittam SEO Consultant, Ayima tom@ayima.com http://ayi.ma/brightonseo

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