The Link Building Guide to Evaluation of Links and Link Value

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Backlinks are the most important component of your SEO. Before you start link building, make sure your website has a natural backlink profile. With Google initiating more than 400,00 manual actions each month, don't let your website fall victim. It could take years to regain the traffic and ROI your website once had. Take a look at our tips for link evaluation!

Evaluation of Links &
Link Value
Presented by:
Jeanine Krzyzanowski
Teknicks
@jkrzyzanowski | @teknicks
jeanine@teknicks.com

Are you
gambling with
Google?
@JKrzyzanowski

Did you know
Google initiates
more than
400,000 manual
actions
@JKrzyzanowski every month?

PICTURE
Jeanine Krzyzanowski
@JKrzyzanowski
Director of Link Building Strategy @ Teknicks
Executing quality link building since ‘05

Monthly Accumulation of Linking Domains
6,000-
4,000-
2,000-
0-
Jul Oct ‘11 Apr Jul Oct ‘12 Apr Jul Oct ‘13 Apr Jul Oct ‘14 Apr Jul Oct ‘11 Apr
Referring domains
@JKrzyzanowski
Backlink
Growth
Trends

@JKrzyzanowski
Anchor
Text
Diversity
Exact Match Keyword
1
70%
Branded
5%
Partial & Broad Match
9%
URL
7%
Other
9%

@JKrzyzanowski
Referring
domains
vs. links

@JKrzyzanowski
Referring
domains
vs. links
A website with thousands of links per
each referring domain

@JKrzyzanowski
Filter
Data
Domain and Page Authority

@JKrzyzanowski
Filter
Data
Citation and Trust Flow

Red = Harmful
Yellow = Suspicious
Green = Healthy

• Widely distributed links in the footers/templates
• Low-quality directory or bookmark site links
• Large-scale article marketing
• Blog comment spam
• Paid links
@JKrzyzanowski
NO
Link Value!

Heavy
with ads
Poor User
Experience
Poor
Content
Quality
Quality of
website
@JKrzyzanowski
Quality of
website

Link
Neighborhood
& Surrounding
@JKrzyzanowski Text

Issue: Loss in rankings
& traffic
Solution: Backlink
analysis & link removal
Case
Study

91,980 Links evaluated
42,196
Links
removed
60%
increase
in page 1
rankings
33%
increase in
organic
traffic

Tweetable
tips
1 When analyzing backlinks, export GWT data for up to 7-10 days to ensure you have the most
comprehensive data set #pubcon
2 Establish thresholds for authority and trust scores when filtering backlink data #pubcon
3 Removing low quality links is an important strategy in #linkbuilding #pubcon
4 Almost time for beer thirty! #pubcon #thristythursday #drinkup #lasvegas
@Jkrzyzanowski @Teknicks

www.teknicks.com
@Teknicks
Jeanine@teknicks.com
@ @Jkrzyzanowski
Thank You
/ Q&A
Full Presentation & additional resources
info.teknicks.com/pubcon2014

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The Link Building Guide to Evaluation of Links and Link Value

1. Evaluation of Links & Link Value Presented by: Jeanine Krzyzanowski Teknicks @jkrzyzanowski | @teknicks jeanine@teknicks.com

2. Are you gambling with Google? @JKrzyzanowski

3. Did you know Google initiates more than 400,000 manual actions @JKrzyzanowski every month?

4. PICTURE Jeanine Krzyzanowski @JKrzyzanowski Director of Link Building Strategy @ Teknicks Executing quality link building since ‘05

5. @JKrzyzanowski

6. Identifying Red Flags PHASE 1

7. Monthly Accumulation of Linking Domains 6,000- 4,000- 2,000- 0- Jul Oct ‘11 Apr Jul Oct ‘12 Apr Jul Oct ‘13 Apr Jul Oct ‘14 Apr Jul Oct ‘11 Apr Referring domains @JKrzyzanowski Backlink Growth Trends

8. Monthly Accumulation of Linking Domains 6,000- 4,000- 2,000- 0- Jul Oct ‘11 Apr Jul Oct ‘12 Apr Jul Oct ‘13 Apr Jul Oct ‘14 Apr Jul Oct ‘11 Apr Referring domains @JKrzyzanowski Backlink Growth Trends A large spike in links is typically a sign of link manipulation

9. @JKrzyzanowski Anchor Text Diversity Exact Match Keyword 1 70% Branded 5% Partial & Broad Match 9% URL 7% Other 9%

10. @JKrzyzanowski Anchor Text Diversity Branded 5% A backlink profile with high percentage of keywords with exact match anchor text (non-branded) Exact Match Keyword 1 70% Partial & Broad Match 9% URL 7% Other 9%

11. @JKrzyzanowski Referring domains vs. links

12. @JKrzyzanowski Referring domains vs. links A website with thousands of links per each referring domain

13. Data Compilation PHASE 2

14. @JKrzyzanowski Data Compilation

15. @JKrzyzanowski Filter Data Domain and Page Authority

16. @JKrzyzanowski Filter Data Citation and Trust Flow

17. Evaluation PHASE 3

18. Red = Harmful Yellow = Suspicious Green = Healthy

19. • Widely distributed links in the footers/templates • Low-quality directory or bookmark site links • Large-scale article marketing • Blog comment spam • Paid links @JKrzyzanowski NO Link Value!

20. Authority @JKrzyzanowski

21. Relevancy

22. Heavy with ads Poor User Experience Poor Content Quality Quality of website @JKrzyzanowski Quality of website

23. Link Neighborhood & Surrounding @JKrzyzanowski Text

24. 1 Would I want Matt Cutts & the webspam team to see this link? 2 Is this link helpful to readers, & my brands target audience? 3 Is this link relevant to my brand & products? 4 Does this link have potential to drive referral traffic? ? @JKrzyzanowski Key questions to ask when evaluating links

25. Issue: Loss in rankings & traffic Solution: Backlink analysis & link removal Case Study

26. 91,980 Links evaluated 42,196 Links removed 60% increase in page 1 rankings 33% increase in organic traffic

27. Tweetable tips 1 When analyzing backlinks, export GWT data for up to 7-10 days to ensure you have the most comprehensive data set #pubcon 2 Establish thresholds for authority and trust scores when filtering backlink data #pubcon 3 Removing low quality links is an important strategy in #linkbuilding #pubcon 4 Almost time for beer thirty! #pubcon #thristythursday #drinkup #lasvegas @Jkrzyzanowski @Teknicks

28. www.teknicks.com @Teknicks Jeanine@teknicks.com @ @Jkrzyzanowski Thank You / Q&A Full Presentation & additional resources info.teknicks.com/pubcon2014

The Link Building Guide to Evaluation of Links and Link Value

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