The Link Building Guide to Evaluation of Links and Link Value
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The document discusses the evaluation of backlinks and their value in relation to Google’s manual actions, underscoring the risks of link manipulation. It presents data on referring domains, backlink growth trends, and the importance of anchor text diversity while providing strategies for effective link analysis and removal to improve search rankings and traffic. Key questions for assessing link quality and a case study highlighting a significant increase in rankings after link removal are also included.
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
- 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
- 15. @JKrzyzanowski Filter Data Domain and Page Authority
- 16. @JKrzyzanowski Filter Data Citation and Trust Flow
- 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!
- 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