Advanced link building for SEO process


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This was a presentation I did at London Affiliate COnference 2013. It goes through how we analyse and organise our link building blueprint i.e. the stuff you do before you decide to go linkbuilding.

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Advanced link building for SEO process

  1. 1. Advanced link buildingpost PenguinSpeaker: Nick Garner, CEO, SearchWorks / Brand Ambassador AnalyticsSEOA clear plan on how to linkbuild using methodologies outlined in the presentation:- the sort of sites you should get links from- the sites not worth dealing with- how much you should pay for content placement- how you calibrate the quality, relevance and number of new links over time,- how to avoid a Google penalty, whilst pushing your SEO hardA budgeting formula you can use, to work out what it takes to rank their site on a givenphraseA fremium account with unlimited functionality for one domain,
  2. 2. Summary viewIf youre not that technical...
  3. 3. PenguinIts not a bird with a chainsaw
  4. 4. Its a search engine on a link slashfest!
  5. 5. Links• A link is a vote• Google has made it so votes are harder to fake easily.• Google likes this because it makes industrial scale link building harder• And this theoretically makes the search results better because spamming doesnt win• And pushes brands to use adwords more because SEO is harder and less accountable (not provided)• And Google makes more profit...
  6. 6. Google $$$Adwords
  7. 7. PenguinAfter: Base of links youcan use to get rankedBefore: Base of links you could use to get ranked
  8. 8. Now we get technical...
  9. 9. Insight into PenguinYou can get answers to the following questions (and more!)•Is this all just a conspiracy to sell Google Adwords?•Are footer links a cause of a Penguin penalty?•Does the age of my domain play a role in this update?•How important is link velocity (AKA link growth)?•What about the number of linking root domains (domain popularity)?•Does the number of indexed pages of a site decide between winners and losers?•Are site-wide links a factor in the Google Penguin 3 update?•Does the hosting country of my site matter?•Does it matter from which country my links come from?•Do social shares help boost rankings?•How can TitleRank be used in the post-penguin era? and what does it tell?•What does Power*Trust have to do with it?•How does Google look at the Deep Link Ratio site?•Are big sites with a lot of rankings in favor over small ones with only a few?•How does Alexa as a traffic indicator matter in the Penguin 3 update?Read more:
  10. 10. Link building1. Plan out:a. Number of links to rankb. Quality of linksc. Rate at which you need new links2. Decide on anchor text mix3. Begin Outreacha. Research processesb. Solicitation tactics"its amazing how it all works outwhen you have a good plan"Quote: Clever person with a plan
  11. 11. Competitor / competition analysisGoogle SERPS data.
  12. 12. Excellent Link Data
  13. 13. For Onsite housekeeping(soon to have deep link analysis)
  14. 14. Because clients like Moz
  15. 15. Excel - Lots of Excel! guy is a hero to SEO!
  16. 16. UnderstandingLandscapeDirect and indirect competitors
  17. 17. Get Share of SearchShare of search comes from using a basket of phrases and scraping Google SERPS froma given country TLD of Google.Once we have this data there are 3 things that you will find useful:• Who has the greatest share of search amongst a given keyword set and so knowwho you compete with overall and where you stand against them using a simplepercentage metric• Sites you can approach for links• Ranking sites and suitable inbound links to those sites discovered by Majestic.
  18. 18. Get Share of Search (free Excel tool here: )
  19. 19. SiteFinder. How to use it.1. Make sure you have SEO tools enabled in excel 2010 or newer2. Pick your keywords...carefully. Avoid brand phrases.3. Paste the keywords cost per click and search volumes into SiteFinder4. Config to country version of google you are interested in5. ... and like magic you have share of search!Share of search is based on this formula• Volume of searches > denotes general interest in a phrase• Cost per click > denotes commercial value of a phrase• Ranking > the click through rate dependent on the search result position• Equals a metric like this: VOL:1,000 x CPC:£10 x CTR:10% = 1000i.e. a theoretical value for this traffic is £1,000 if this was adwords paid for traffic. The benefit is asimple metric to order the commercial importance of a keyword. i.e. the bigger the number, thegreater the commercial competition and thus a useful metric.Want to have a go? - download the excel doc:
  20. 20. Zero into SERP setsWe want to understand why No1,No2 & No3 etc are ranking. So wecompare based on rankings
  21. 21. Guess why a domainranksFor this exercise, were only looking at linksand anchor text. Relevance is another storyfor another time.
  22. 22. Pick 10 SERPSThe more competitive, the moreharmonised the onsite SEO will be,therefore its easier to analyse thelinkscape
  23. 23. Look at Link growth over timeThese are the raw link growthnumbers which we havemake our assumptionsfrom...Since sitewide links etc...skew results, we alsolook at number ofinbound linking domains.We organize the data by topranking down. Wherethere are irrelevant orskewing domains,remove them i.e.wikipedia.
  24. 24. Link growthBy comparing cumulativelink growth, we cansee who has beenbusy.By downloading a full lnkreport per domainfrom Majestic, wecan see discoverydate, Citation flow oflink and actualnumber of links perdomain.But thats a lot of data. Soto save processingwe can draw certainextrapolatedconclusions aboutnumber of domainsover links fromMajestics historiclinks and historicnew domains data.
  25. 25. Project the link growth numbers
  26. 26. Link growth: staying in line...A rule of thumb on linkgrowth: be likeeveryone else, justa bit better.1. An aggressive domainmight get penalised2. A smart domain sits inthe pack and getshigher quality, morerelevant links thanthe rest. This wayhe doesnt getflagged up forunusual behaviour.Hes just the cleverone![1][2]
  27. 27. Link analysis:Understand what quality of links you need... Majestic TrustFlow / CitationFLow and AC Rank for alllinks to
  28. 28. Definitions:Citation Flow – This number predicts how influential a URL might be based on the number of sites linking to it. Themore links that the site has, the higher it’s Citation Flow.Trust Flow – This number predicts how trustworthy a URL might be based on a backlink’s proximity to trusted domains.Links from within trusted neighbourhoods are more trustworthy than links from spammy vs vs
  29. 29. Correlations to decide on metricsThe same data in graph form. The important part is that Citation Flow and AC Rank correlate 97% ofthe time, so we can use AC Rank spread as a shorthand way of understanding link strengthacross a domain within certain data Majestic gives us. Citation Flow is the best metric to work withthough.
  30. 30. Quality of linksMajestic data again...Look at the AC Rank spread in our set of domains going from 1st ranked to 10th.Look for patterns. In this case, as a proportion of all links, higher ranked sites have fewer 0 ACrank links. (were moving to Citation Flow as our core metrics shortly)
  31. 31. Anchor text
  32. 32. Analyse & categorise anchor text.To make sense ofanchor text, itsgood to break itinto 3 profiles:• The keywords• Phrase type• AC rankGroupingWhy? so we canplanunderstandwhat anchortext for whatquality of link.The data comesfrom the anchortext report inMajesticAC rank grouping is• 1* AC 1+2• 2* AC 3+4• 3* AC 5+
  33. 33. Anchor text for 1* rating / rankingHere you can see for 1*links, on average 48%are phrase match links.Top ranked sites have morelinks and less exactmatch.Because Penguin is lookingfor unnatural anchortext, its very important tocarefully balance youranchor text i.e. morerandom phrase matchand brandWhen you do the analysis,patterns will emerge thatwork for your keyword /competition levels.
  34. 34. Anchor text for 2* rating / rankingHere you can see for 2*links, there is aweighting on the topranked SERPS towardsBrand and BrandPhrase.
  35. 35. Anchor text for 3* rating / rankingHere you can see for 3*links, there is aweighting on the topranked SERPS towardsBrand and BrandPhrase.... again
  36. 36. Anchor text overview
  37. 37. Anchor text by *star groupingThe main point behind this exercise is not to set rules, but to look at the patterns that emergebecause the data is organised in a structured way around winners and losers i.e. top or bottomtop 10 SERPS.Consistent patterns do emerge, like winners having more links and more random phrase match linksgiving a more natural appearanceIts critical you account for the overall strength of a domain i.e. if you are analysing a big domain, tofocus on the relevant subdomain ,subfolder, page, rather and have a weighting to account for thepower of the domain. i.e. big domain will give any links more power to rank , therefore you needfor instance 40% fewer links.
  38. 38. Putting it togetherAnd finally we have a tablewith number of links,assuming 1.3 links perdomain, discountingthings like sitewide linksthat skew results.We also have the phrasestargeted in this instanceand the number of linksand quality of links perstar grading.
  39. 39. Pricing modelNumber of Links / Domains: 10/ Month £500 a month£100 X 10,000 visitsConv: 2%Pot. Rev: £14,000Risk:30%Competitiveness:70%Power of home domain:40%Onsite90%Time ToRank: 10MonthsQuality Of Content 50%: £20 an articleQuality OfDoner Site:90%/ £30 alinkLinkSpend: £5,000ROI 2.835% Mktg
  40. 40. WhatsNext?
  41. 41. Excel - Lots of Excel! use a lot of Excel becauseits a simple way ofmodelling out ideas.Using Excel Tools has meantwe can play with moreMajestic data, more easilyand easily integrate it intothe models were workingon.When data sets get toobig, we then get into acombo of Access andExcelAnd when an idea has grownup, we work to roll itinto their platform, soexpect to see a lot of thisfunctionality fairlysoon.
  42. 42. Breakout of AC rank and Citation FlowUse a 6 star system for more accuracy and work of citation flow rather than AC rank whichMajestic are deprecating.Stars AC Rank Citation Flow0* 0 0-61* 1 7-122* 2-3 13-263* 4-6 27-394* 6-8 40-595* 8 -15 60-100
  43. 43. RelevanceWe are working on a relevance metric based on the idea that all keywords hav a degree of relevanceto you, so by attributing your relevance rating to a phrase, we can then analyse title text and pagecontent to score pages that are most relevant with the highest citation flow and trust flow, to thenoutreach to. In theory as we tune this simple algo up, we will be able to build a value overrelevance number that will help us in our outreach.Relevance split out 0* - 5* by 0* Irrelevant and no meaning connection with my phrases 1* peripherally relevant i.e. core=’online casino’ 1*=’internet betting’ 2* vaguely related i.e. core=’online casino’ 2*=’online betting’ 3* quite related i.e. core = ‘online casino’ 3* = ‘gambling online’ 4* closely related i.e. core = ‘online casino’ 4* = ‘online blackjack’ 5* very tightly related i.e. core = ‘online casino’ 5* = ‘online casinos’
  44. 44. CorrelationsWe are doing a lot more around solid correlations that help us create useful rule sets. Of coursecorrelation is not causation etc etc,Here is an interesting correlation:Here the correlation for share of search and linking domains is 100%. This validates the idea that morelinking domains equals a stronger ranking site (DUH!!!)Above you can see a table of linking domains per star rating. Now we have a general idea of thenumber of new domains and power of the domains we need to acquire to win against thesePoker operators.
  45. 45. CorrelationsSame but visually
  46. 46. Final Thoughts...As Moz always say, correlation is not causation...however we have seen certain patternsagain and again in the SERP across various territories and keyword sets.Shortly we will release the tool you have seen as an excel on the meantime, take a copy of the share of search tool!
  47. 47. Bonus: AnalyticsSEOAnalyticsSEO You get the Freemium account (1 site, 1000 pages crawled, 1000 detailed backlinks –for life!)… so long as you login once a month.And...if decide to sign up before the end of February, you will get 50% off any product using thiscoupon we have set up for you: WELOVELINKS
  48. 48. This PPT is here : Free SiteFinder share of search tool is here free signup and 50% off offer is at http://analyticsseo.comNick GarnerCEOSearchWorks™ / Driven By Data.Multi Language SEO, PPC, Digital Marketing----E: nick.garner@searchworks.euM: +44 7814029751Skype: nicholashgarnerGtalk: nicholashgarnerLondon: 136 – 138 Holly Road, Twickenham, TW1 4HQ | +44 208 8168208Leeds: Manor House, Manor Street, Sheepscar, Leeds, LS71PZ | +44 113207 9283Thanks!