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Link Intelligence
Redefining Backlinks and Link Building Strategies
What we’ll discuss
Topics of this Workshop
Program
• Majestic Overview
• Link Context & Related Sites
• Examples
• Backlink profile analysis for an industrial food processing enterprise
• Backlink SPAM: Can NOFOLLOW backlinks hurt your rankings?
• Outbound Linking Strategies
• Roundup & Conclusions
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Condimentum id venenatis a condimentum. Egestas fringilla
phasellus faucibus scelerisque eleifend donec. Eget nulla
facilisi etiam dignissim diam. Habitant morbi tristique
senectus et netus et malesuada fames ac. Bibendum <a
href="https://www.widgest.com/" title ="Click here for
Widgets">Green Widgets</a> neque egestas congue quisque
egestas diam in arcu. Egestas congue quisque egestas diam in
arcu cursus.</p>
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Dignissim sodales ut eu sem integer vitae justo eget. Nunc
consequat interdum varius sit amet mattis vulputate enim
nulla. In mollis nunc sed id semper. Morbi non arcu risus quis
varius quam.</p>
<p>Convallis tellus id interdum velit laoreet id. Blandit cursus
risus at ultrices mi tempus. Id faucibus nisl tincidunt eget. Sed
id semper risus in hendrerit gravida rutrum quisque non. Sem
integer vitae justo eget magna fermentum iaculis eu. Quis
enim lobortis scelerisque fermentum dui. Dolor sed viverra
ipsum nunc aliquet. Bibendum at varius vel pharetra vel turpis
nunc eget.</p>
Expertise
Authority
Trust
Widgets
Website
Majestic Tools: The Site Explorer
Your gateway to the ecosystem of backlinks, where your link building starts…
<p>Libero nunc consequat interdum varius sit amet.
Condimentum id venenatis a condimentum. Egestas fringilla
phasellus faucibus scelerisque eleifend donec. Eget nulla
facilisi etiam dignissim diam. Habitant morbi tristique
senectus et netus et malesuada fames ac. Bibendum <a
href="https://www.widgest.com/" title ="Click here for
Widgets">Green Widgets</a> neque egestas congue quisque
egestas diam in arcu. Egestas congue quisque egestas diam in
arcu cursus.</p>
<p>Iaculis eu non diam phasellus vestibulum lorem sed risus.
Dignissim sodales ut eu sem integer vitae justo eget. Nunc
consequat interdum varius sit amet mattis vulputate enim
nulla. In mollis nunc sed id semper. Morbi non arcu risus quis
varius quam.</p>
<p>Convallis tellus id interdum velit laoreet id. Blandit cursus
risus at ultrices mi tempus. Id faucibus nisl tincidunt eget. Sed
id semper risus in hendrerit gravida rutrum quisque non. Sem
integer vitae justo eget magna fermentum iaculis eu. Quis
enim lobortis scelerisque fermentum dui. Dolor sed viverra
ipsum nunc aliquet. Bibendum at varius vel pharetra vel turpis
nunc eget.</p>
Widgets
Website
Domain or URL Analysis??
• Strong domain (high values of Trust Flow and relatively low Citation
Flow) are a high level signal that the domain is trustworthy
• The fact that a domain is trustworthy does not implicate that any link
from that domain will do
• Choose candidate pages from which to seek a link based on page level
metrics - see this very interesting post by Dixon Jones on this subject
Related Sites
Geographically Similar Sites, Competitors and Sites related by Business Relationships
Restaurants near the Admiral…
Let’s use the Related Sites function with Restaurants!
Link Context
Redefining Links…
Link Context is a visualised content
distribution analysis to evaluate the quality
of a link
•Helps discover links in a new way
•Backlink checkers and SEO tools view links like
bridges between pages on the web, but backlinks are
surrounded by things such as text, images, objects
and frames - all part of the context of an article,
blogpost, or a listing of resources
Link Context…
Link Context…
•Searches for text and links around your backlinks
•Offers strategic and inspirational insights on how
a backlink has been conceived and deployed
because it takes into account the context where
the backlink is positioned on a page
•Provides fast and efficient auditing and
prospecting for quality link building
•Changes your perception of links
Understands the ecosystem of a page, Identifies
the link's context and facilitates the task of
identifying good links and bad links
Link Context is used to find out how much text
surrounds a backlink, how many other links are
present nearby, how densely the links are
organized, for you to understand if the link is
editorial or from a directory page
Link Context…
Link Context is measured by Link Density,
how densely links are packed into each
page segment.
A Closer Look at Link Context
How it actually works…
From left-to-right
- A link in the header of a BBC web page
- A citation in a Wikipedia article
- An editorial link from an article on medium.com
- A link from a small blog (page size is too small to generate 40 segments)
- A link from the hub of a directory site
- A footer link on the personal blog from a UK TV personality.
Link Context Users Manual
• Click here to download the Italian version
• Click here to download the English version
Majestic Campaigns
Sharing Link Intelligence with Clients and your Network of Contacts
“A clique, in the social sciences, is a group of
individuals who interact with one another and
share similar interests.”
Definition of Clique - https://en.wikipedia.org/wiki/Clique
Custom Reports
Where detailed analysis begins…
Use Pivot Tables!
Create Value-Added Information with your Data!
Page Inventory Hack!
Majestic crawl data can be used to verify your website architecture
https://developer-support.majestic.com/
Example: Backlink Profile Analysis
Analysing a backlink profile in the fish and food processing industry
Backlink Analysis Setup
• Fresh Index (last 90 days of backlinks)
• 774 individual backlinks to be examined
• Objectives:
• Identify backlink patterns
• Explore areas of interest “off the beaten path”
• Suggest a link building strategy
Example: Backlink Profile Analysis
Analysis of competitors backlink profiles (fish and food processing industry)
Off the beaten path…
• Information from backlink profile offered the “status quo” - a
snapshot of the backlink profile for us to understand where the links
were coming from
• We were able to map the backlink profile ecosystem
• We analysed competitors in search for ideas and strategies as a
starting point in our link building strategy
Off the beaten path…
• We also took a more specific approach and analysed single
components/equipment in search for signals
• We discovered two important areas of interest with link building
potential that competitors had not exploited:
 Slaughter
 Bleeding
http://fishcount.org.uk/fish-welfare-in-commercial-fishing/humane-slaughter
Off the beaten path… Animal Rights Websites
• This page, identified in our backlink analysis, had generated a number
of organic links from animal rights activists websites
• The advanced technologies made available by the client, explained
and communicated from such a point of view, could offer the
opportunity for media exposure, hence organic backlink growth!
• Would client fish processing technology be classified as “Certified
Humane”? This could be a different way to promote the brand and
gain genuine organic links with a positive sentiment.
Off the beaten path… Scientific Journals
• In depth and extensive backlink analyses identified scientific journals
featuring publications on fisheries and related technologies.
• Research performed by the client, could be a perfect fit for one or
more of the online publications identified.
• The objective is to have research published. Even simple citations
would be beneficial in this area.
Link Context at work!
This analysis was performed in a matter of hours with Link Context and
filtering with Link density: This activity would have taken us days of
relentless painstaking manual link auditing to identify editorial links,
excluding from our analysis links from low quality directories
Case History: Toxic Backlinks
Are toxic backlinks with a nofollow harm your rankings?
Date 1st disavow file was uploaded
Considerations
• Based on this case history and other cases reported in literature,
there appears to be a direct connection between this kind of massive
backlink SPAM and loss of organic placement – at least in the
immediate when the search engines automatically detect an unusual
behaviour
• The use of Link Intelligence by Majestic provides the data to fight
back and maintain a high profile awareness, providing search engines
with constant feedback – signals to communicate our extraneousness.
• Campaigns play a fundamental role in monitoring backlink profiles.
Topical Linking
Find the Best Pages and Link Out to Them!
Topical Linking
• Links to authoritative pages can help your rankings, but how can you
find the “best” pages to link out to?
• Let’s consider the case we have a recipe website and want to write an
article about Spaghetti Bolognese: ideally we would feature original
content with a selection of high quality links to other authoritative
sources for the user to consult for more information on this food
Topical Linking
• Run searches on the Search Engines
• Run the same searches on the Majestic Search Explorer
Thank You :)
Sante J. Achille
Majestic Brand Ambassador
Search Marketing Services & Consulting
Email: sante@achille.name
https://achille.name/
@sjachille

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Majestic Workshop on Backlinks and Link Building

  • 1. Link Intelligence Redefining Backlinks and Link Building Strategies
  • 2. What we’ll discuss Topics of this Workshop
  • 3. Program • Majestic Overview • Link Context & Related Sites • Examples • Backlink profile analysis for an industrial food processing enterprise • Backlink SPAM: Can NOFOLLOW backlinks hurt your rankings? • Outbound Linking Strategies • Roundup & Conclusions
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  • 5. <p>Libero nunc consequat interdum varius sit amet. Condimentum id venenatis a condimentum. Egestas fringilla phasellus faucibus scelerisque eleifend donec. Eget nulla facilisi etiam dignissim diam. Habitant morbi tristique senectus et netus et malesuada fames ac. Bibendum <a href="https://www.widgest.com/" title ="Click here for Widgets">Green Widgets</a> neque egestas congue quisque egestas diam in arcu. Egestas congue quisque egestas diam in arcu cursus.</p> <p>Iaculis eu non diam phasellus vestibulum lorem sed risus. Dignissim sodales ut eu sem integer vitae justo eget. Nunc consequat interdum varius sit amet mattis vulputate enim nulla. In mollis nunc sed id semper. Morbi non arcu risus quis varius quam.</p> <p>Convallis tellus id interdum velit laoreet id. Blandit cursus risus at ultrices mi tempus. Id faucibus nisl tincidunt eget. Sed id semper risus in hendrerit gravida rutrum quisque non. Sem integer vitae justo eget magna fermentum iaculis eu. Quis enim lobortis scelerisque fermentum dui. Dolor sed viverra ipsum nunc aliquet. Bibendum at varius vel pharetra vel turpis nunc eget.</p> Expertise Authority Trust Widgets Website
  • 6. Majestic Tools: The Site Explorer Your gateway to the ecosystem of backlinks, where your link building starts…
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  • 8. <p>Libero nunc consequat interdum varius sit amet. Condimentum id venenatis a condimentum. Egestas fringilla phasellus faucibus scelerisque eleifend donec. Eget nulla facilisi etiam dignissim diam. Habitant morbi tristique senectus et netus et malesuada fames ac. Bibendum <a href="https://www.widgest.com/" title ="Click here for Widgets">Green Widgets</a> neque egestas congue quisque egestas diam in arcu. Egestas congue quisque egestas diam in arcu cursus.</p> <p>Iaculis eu non diam phasellus vestibulum lorem sed risus. Dignissim sodales ut eu sem integer vitae justo eget. Nunc consequat interdum varius sit amet mattis vulputate enim nulla. In mollis nunc sed id semper. Morbi non arcu risus quis varius quam.</p> <p>Convallis tellus id interdum velit laoreet id. Blandit cursus risus at ultrices mi tempus. Id faucibus nisl tincidunt eget. Sed id semper risus in hendrerit gravida rutrum quisque non. Sem integer vitae justo eget magna fermentum iaculis eu. Quis enim lobortis scelerisque fermentum dui. Dolor sed viverra ipsum nunc aliquet. Bibendum at varius vel pharetra vel turpis nunc eget.</p>
  • 10. Domain or URL Analysis?? • Strong domain (high values of Trust Flow and relatively low Citation Flow) are a high level signal that the domain is trustworthy • The fact that a domain is trustworthy does not implicate that any link from that domain will do • Choose candidate pages from which to seek a link based on page level metrics - see this very interesting post by Dixon Jones on this subject
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  • 24. Related Sites Geographically Similar Sites, Competitors and Sites related by Business Relationships
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  • 28. Restaurants near the Admiral… Let’s use the Related Sites function with Restaurants!
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  • 33. Link Context is a visualised content distribution analysis to evaluate the quality of a link
  • 34. •Helps discover links in a new way •Backlink checkers and SEO tools view links like bridges between pages on the web, but backlinks are surrounded by things such as text, images, objects and frames - all part of the context of an article, blogpost, or a listing of resources Link Context…
  • 35. Link Context… •Searches for text and links around your backlinks •Offers strategic and inspirational insights on how a backlink has been conceived and deployed because it takes into account the context where the backlink is positioned on a page •Provides fast and efficient auditing and prospecting for quality link building •Changes your perception of links
  • 36. Understands the ecosystem of a page, Identifies the link's context and facilitates the task of identifying good links and bad links Link Context is used to find out how much text surrounds a backlink, how many other links are present nearby, how densely the links are organized, for you to understand if the link is editorial or from a directory page Link Context…
  • 37. Link Context is measured by Link Density, how densely links are packed into each page segment.
  • 38. A Closer Look at Link Context How it actually works…
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  • 49. From left-to-right - A link in the header of a BBC web page - A citation in a Wikipedia article - An editorial link from an article on medium.com - A link from a small blog (page size is too small to generate 40 segments) - A link from the hub of a directory site - A footer link on the personal blog from a UK TV personality.
  • 50. Link Context Users Manual • Click here to download the Italian version • Click here to download the English version
  • 51. Majestic Campaigns Sharing Link Intelligence with Clients and your Network of Contacts
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  • 72. “A clique, in the social sciences, is a group of individuals who interact with one another and share similar interests.” Definition of Clique - https://en.wikipedia.org/wiki/Clique
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  • 74. Custom Reports Where detailed analysis begins…
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  • 85. Use Pivot Tables! Create Value-Added Information with your Data!
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  • 88. Page Inventory Hack! Majestic crawl data can be used to verify your website architecture
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  • 102. Example: Backlink Profile Analysis Analysing a backlink profile in the fish and food processing industry
  • 103. Backlink Analysis Setup • Fresh Index (last 90 days of backlinks) • 774 individual backlinks to be examined • Objectives: • Identify backlink patterns • Explore areas of interest “off the beaten path” • Suggest a link building strategy
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  • 107. Example: Backlink Profile Analysis Analysis of competitors backlink profiles (fish and food processing industry)
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  • 109. Off the beaten path… • Information from backlink profile offered the “status quo” - a snapshot of the backlink profile for us to understand where the links were coming from • We were able to map the backlink profile ecosystem • We analysed competitors in search for ideas and strategies as a starting point in our link building strategy
  • 110. Off the beaten path… • We also took a more specific approach and analysed single components/equipment in search for signals • We discovered two important areas of interest with link building potential that competitors had not exploited:  Slaughter  Bleeding
  • 112. Off the beaten path… Animal Rights Websites • This page, identified in our backlink analysis, had generated a number of organic links from animal rights activists websites • The advanced technologies made available by the client, explained and communicated from such a point of view, could offer the opportunity for media exposure, hence organic backlink growth! • Would client fish processing technology be classified as “Certified Humane”? This could be a different way to promote the brand and gain genuine organic links with a positive sentiment.
  • 113. Off the beaten path… Scientific Journals • In depth and extensive backlink analyses identified scientific journals featuring publications on fisheries and related technologies. • Research performed by the client, could be a perfect fit for one or more of the online publications identified. • The objective is to have research published. Even simple citations would be beneficial in this area.
  • 114. Link Context at work! This analysis was performed in a matter of hours with Link Context and filtering with Link density: This activity would have taken us days of relentless painstaking manual link auditing to identify editorial links, excluding from our analysis links from low quality directories
  • 115. Case History: Toxic Backlinks Are toxic backlinks with a nofollow harm your rankings?
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  • 122. Date 1st disavow file was uploaded
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  • 127. Considerations • Based on this case history and other cases reported in literature, there appears to be a direct connection between this kind of massive backlink SPAM and loss of organic placement – at least in the immediate when the search engines automatically detect an unusual behaviour • The use of Link Intelligence by Majestic provides the data to fight back and maintain a high profile awareness, providing search engines with constant feedback – signals to communicate our extraneousness. • Campaigns play a fundamental role in monitoring backlink profiles.
  • 128. Topical Linking Find the Best Pages and Link Out to Them!
  • 129. Topical Linking • Links to authoritative pages can help your rankings, but how can you find the “best” pages to link out to? • Let’s consider the case we have a recipe website and want to write an article about Spaghetti Bolognese: ideally we would feature original content with a selection of high quality links to other authoritative sources for the user to consult for more information on this food
  • 130. Topical Linking • Run searches on the Search Engines • Run the same searches on the Majestic Search Explorer
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  • 135. Thank You :) Sante J. Achille Majestic Brand Ambassador Search Marketing Services & Consulting Email: sante@achille.name https://achille.name/ @sjachille

Editor's Notes

  1. From pro-vision.it (root domain)