seo link audit - advanced techniques to protect your website
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Presented by: Scott Polk Founder – Marketing Nomads
The Link AuditGuide to Penalties and Recovery
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The Link Audit
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The Link Audit
Reasons
• Preemptive … before you get a penalty
• Penguin … devaluing of links
• Penalty – Unnatural Link Notification
• Algorithm Update
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Google Penguin Updates
Penguin = devaluing of links AND websites
There have been 6+ Penguin updates sine 2012• April 24, 2012 – Penguin v1.0
• May 25, 2012 – Penguin v1.1
• Oct 5, 2012 – Penguin v1.2
• May 22, 2013 – new version Penguin v2.0
• Oct 4, 2013 – Penguin v2.1
• Oct 17, 2014 – new version Penguin v3.0
• Nov 26, 2014 – Penguin v3.1
• Dec 1-4, 2014 – Penguin v3.x (rolling update)
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Google Penguin Updates
Penguin … devaluing of links (Penguin v1.0)
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Unnatural Link NotificationsLink Penalty Types
• Site-wide Matches - section lists actions that impact an entire site.
• Partial Matches - section lists actions that impact individual URLs or sections of a site. This generally does not indicate which pages are affected.
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Penalty – Unnatural Link Notification
Manual Actions – Site-wide Matches
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Penalty – Unnatural Link NotificationManual Actions - Partial Matches
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Data Collection
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Link Audit: Data Collection
Utilize various sources of data
• Google Webmaster Tools
• LRT (Link Research Tools)
• SearchMetrics
• Ahrefs.com
• Majestic SEO
• Internal Link Acquisition Reports
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The Link Audit: Data Analysis
Datapoints to look for• Unique Linking Domain Count• Links from penalized domains (PR0 – not in index)• Links with Exact Match Anchor Text• Site-wide Links (Footer – Sidebar)• Links from non-relevant content• Links from Article Directories & • Links from Traditional Directories• Links from same IP or C-Block• Hidden Links within HTML• Comment Spam (Follow & NoFollow)• MozRank, Alexa, Domain Authority
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Link Audit: Visual Review
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The Link Audit: Visual Review
• Relevancy – is this site relevant to your site?
• Natural – does the link look natural?
• Location – where is the link located?
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What is a Bad link?
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Link Audit: What makes a bad link?
Author Bio Links
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Link Audit: What makes a bad link?
Exact Match Anchor Text
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Link Audit: What makes a bad link?
Hidden Links within HTML
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Data Action Projects
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The Link Audit: Data Action Projects
• Link Removal Requests– Manual vs. Automated Tools (Used automated tools
to create links? Got a penalty? Please learn from this mistake and do not use an automated tool)
• NoFollow– Link sending you traffic or part of brand strategy?
Affiliate Links to your site
• Disavow– If a link cannot be removed via requests. Do not pay
to have a link removed
• Affiliate Links
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Link Removal Requests
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The Link Audit: Data Action Projects
Link Removal Requests
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Manual vs. Automated Tools
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The Link Audit: Data Action Projects
Automated Software - Link Removal Requests
• I am the owner of Google Plus
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The Link Audit: Data Action Projects
Disavow
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Affiliate/Merchant Links
Affiliate Links
• Do NOT try to gain link equity from Affiliate Links
– If it is an Affiliate Link then it’s PAID
• NoFollow
• Custom Landing Pages
– Create Custom 404 error page for Affiliates to link to and use so the link equity will not pass
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What’s Next?
Once you have cleaned the link profile, then submit your documentation to Google.
If under manual penalty for links, wait for response, if it is rejected repeat process
Once clear … start on Link Acquisition
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Link Acquisition
• Organic Outreach of content – unique
– Interviews / Thought Leadership
– In-depth Articles
• Content Marketing
– Infographics (image & interactive)
– Videos
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