ANALYZING A LINK WITH GOOGLE’S EYES

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Matteo Monari ●  Co-founder and COO of BizUp srl:

Internatioanl projects, Competitive segments, Link Earning

●  Former Head of SEO for Populis (Excite, Blogosfere, Blogo...) ●  Former SEO Manager for gambling sites (Poker, Casinò, etc.)

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What we will see

•  Why links •  Links’ origins •  What Google knows

•  Parameters à Tools •  Relations and footprints

•  How to accelerate and simplify measurements •  Examples of stats from link-earning campaigns

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Why links •  On-site SEO – Technical (code + architecture) Ground of any SEO project. Search engines should be able to crawl and index the site fast, extensively and easily. •  On-site SEO – Copywriting (content) Will allow the site to rank for certain queries. Should be properly planned, focus on the right KWs/topics, be informational and qualitative. •  Off-site SEO (link e citazioni) Links and mentions, counted as “votes” in favour (or against) a site allow Google to determine its level of Trust and Authority.

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Off-site SEO: Link’s origins

•  From sites of the same “network” (interlinking) •  Exchanges with other sites (deprecated) •  Pyramids and sites’ networks (deprecated) •  Purchases from brokers / agencies (deprecated) •  Directories and “article marketing” (deprecated)

•  Received thansk to the brand’s fame •  Received thansk to valuable content

•  Collaborations (guest blogging, partnerships) •  Online marketing (es.: affiliates, media-buys)

BRANDING

MARKETING

SEO

Spontaneous

Built / Earned

Investment = measurements

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What to measure? What does Google see? 1)  Qualitative and semantic values for:

•  Site •  Page •  Links

2) Relations of the link and linking site with other links and linking sites

à Possible link devaluation

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Linking site: qualitative and semantic factors

•  Size •  Penalizations •  Spam •  Authority •  Topic and thematic authority •  Age •  Backlinks and linking domains •  Traffic •  Geographic Location •  Content quality

à + Distribution and genuinity of linking sites

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Site - Tools 1.  http://www.google.com 2.  http://www.semrush.com 3.  http://www.majesticseo.com 4.  http://www.seoquake.com 5.  http://www.archive.org 6.  http://www.domaintools.com 7.  http://www.copyscape.com

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Sito linkante : fattori qualitativi e semantici

à Google [site: ] à SemRush à Google [site: + KW] à PR / MajesticSEO - TF à MajesticSEO - Topical TF à Archive.org – WhoIs à MajesticSEO à SemRush à SEOQuake à Copyscape

•  Size •  Penalizations •  Spam •  Authority •  Topic and thematic authority •  Age •  Backlinks and linking domains •  Traffic •  Geographic Location •  Content quality

à + Distribution and genuinity of linking sites

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EXTRA: Relations between linking sites

Possible footprints in related sites/networks: •  Code elements •  Adsense codes •  Analytics codes •  Templates’ signatures •  Mail addresses •  Servers •  Mail servers •  ...

= low genuinity / spam

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EXTRA: “Intelligence tools”...

Correlation based on public data •  IP •  hosting •  email •  server •  blacklist •  social

(spiderfoot.net)

Searches for matches in code elements •  File names •  JS •  CSS •  Templates •  Adsense/Analytics codes •  ...

(nerdydata.com)

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Page: qualitative and semantic factors

•  Topic •  Indexing •  Authority •  Backlinks •  Internal links •  Outgoing links •  Social signals*

* Not a qualitative factor, but supporting signal

à Site à Google [site:+URL] à Google à MajesticSEO à ScreamingFrog à SEOQuake à Twitter / FB / Sharedcount

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Page – Additional Tools

8.  http://www.screamingfrog.com 9.  http://www.facebook.com 10.  http://www.twitter.com 11.  http://www.sharedcount.com

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Links: qualitative + semantic factors

• Format (text/immage) • Anchor text / ALT + distribution • Target page + distribution • Surrounding text • Position in the page • Style • NoFollow Attribute

(Detailed analysis of all factorsà http://goo.gl/MbtFeH)

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Total: More than 25 factors, assessable (in part) with 11 different tools, mostly paid-only... for each link!

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How to accelerate? 1)  Simplify

à Limit to factors fast to extract

2)  Automate à Reporting, extraction, analysis

3)  Summarize à Simplify visualization

...FREE!

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SITE

•  Size

•  Authority

•  Back-links •  Linking domains •  Traffic

•  Distribution (IP)

Factors that are easy to tack and extract

PAGE •  Indexing

•  Authority

•  Back-links •  Linking domains •  Social signals

LINKS

•  Anchor text

•  Target page

>50% of the total factors – not bad ☺

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Data – 1: Reporting

Manually report, for each link, only:

•  Linking page •  Target page •  Anchor text •  Date

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Data – 2: Extraction: SEOQuake

SEOQuake: Data scraper from external tools, with limited amount of parameters available, often out of date... ...but customizeable:

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Data – 2: SEOQuake: Necessary parameters

On SEOQuake, we need the following 13 parameters: Google pagerank Google index Google cachedate Domain IP SEMrush links IT (added) SEMrush linkdomain IT (added) Twitter Tweets (added) Facebook Likes (added) SEMrush Rank IT (custom) SEMrush Traffic IT (custom) MajesticSEO Domain - LDs (custom) MajesticSEO Page - LDs (custom) Google Homepage PR (custom)

9 parameters out of 13 are custom:

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Data – 2: SEOQuake: Necessary parameters

... do not worry: here is a doc with ALL custom parameters, tested and working, ready to add!

http://goo.gl/lLVQ99

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Data – 2: SEOQuake: Extraction Using the “Check/compare URLs and domains” option we extract and export all data for ALL linking URLs:

(Note: in case of intense use better use a proxy)

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Dati – 2: Reporting

Paste all data in the original table, replacing all “n/a” with “-1”.

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Dati – 3: Visualizing It is now possibel to create a control dashboard, composed of pivot tables.

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Qualitative heat map

Authority, Popularity, Traffic, Size

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PR Distribution

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Linking domains and tweet Domini linkanti

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Linking sites’ traffic

(Authority, Popularity, Traffic)

Qualitative distribution graphs

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Check on IP’s and C classes’ distribution

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Check on target URL’s and anchor text distribution

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Data – 3: Visualizing

http://goo.gl/qCvDSn

... here is the dashboard file, ready to use!

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Example - Analysis of a successful campaign

Client: Kaspersky Activity: Digital PR Tpic: IT Security & World Cup Results: 92 publications 65 linking sites

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Successful campaigns – Analysis - 1

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Linking domains and tweets Tweet

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Linking sites’ traffic

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Successful campaigns – Analysis - 3

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What we saw

•  Why links are important

•  Depth of Google’s analysis

•  Importance of measurements

•  Do not get scared by data

•  Measuring + analizing = better investments

bizup srl via del commercio 36, 00154 roma p.iva: IT11517471006 phone: +39 06 45554500 fax: +39 06 45554501 email: info@bizupmedia.com web: http://www.bizupmedia.com twitter: @bizupmedia

Feedback? twitter.com/matteo_monari

matteomonari

ujigeng

m.monari@bizupmedia.com