In the new world of the Google Penguin updates any good SEO needs to be able to audit backlinks.
Google’s algorithm updates are forcing companies to reassess their SEO strategies and focus on earning quality links through creating good content. Many websites are suffering because of dubious quality links created by other means in the past. Before a business can be rewarded for creating great content, toxic links that contravene Google’s guidelines need to be discovered and removed.
However, this is not a straightforward process if you don’t have any records of the links that have been built for you and especially as WMT cannot yet give you any examples of the poor links discovered by Google (although that functionality is promised soon), so this is the first article in a series of three that will guide you through link analysis and link removal.
This first article, Part 1, focuses on link discovery and manual link checks, and should help you get started. Part 2 will cover the automation of this process that is possible, and Part 3 will cover penalties and link removal.
I am assuming that you’re new to the whole link analysis process. I’m going to start with some basic principles and caveats and then move on to the actual checks.
Link analysis can help you spot patterns and trends that may explain why a particular site is performing well, or not so well. However one thing we need to be clear on is that any link analysis technique will struggle to replicate the power of Google’s algorithm and so this can be a time consuming process involving the use of several different tools, on multiple occasions to ensure you find all bad links.
This leads nicely into my next point. Link building is no longer a numbers game and not all links are equal. Some will naturally pass more value than others. A natural link pro/wp-content/uploads/file is going to have a diverse range of links from a selection of sources.
It’s really important that you relate the findings from link analysis to inform any future SEO strategy. It’s easy to fall into the trap of using it to create lots of interesting charts. The real skill is using the insight gained to drive future site strategy.
Using any insight you gain to chase the algorithm and try to cheat Google is not advised. In the long run you are highly likely to find yourself susceptible to future algorithm updates. Our advice is to start investing in a future proof content development and broadcast strategy now rather than wait for the inevitable Penguin 3.0 update.
Another key point is that correlation does not equal causation. Sometimes you will spot situations where two variables are closely related but the presence of one does not imply the cause of the other.
e.g. A site that has lots of toxic and poor links is ranking in position one – for now.
The opposite of this correlation is in fact the situation now and any site with a huge number of bad links and an un-natural link pro/wp-content/uploads/file is likely to be penalized soon.
This is the bit where you have to be really honest, or do some detective work. Try to find out as much information as possible. If you are new at your organization this can be difficult but perseverance can pay off and give you a good idea of what you might be dealing with.
For example have you or your agencies previously done any of the following?
Clues about previous SEO activity will give you an idea of the type of footprint you are looking for and help /wp-content/uploads/filter your results.
If you previously employed a particular link building technique to artificially inflate link numbers then the chances are Google are going to look at that link as inorganic. The extent to which a particular technique was used is also highly important. All sites have a degree of low quality links. Unfortunately it’s a feature of the internet and unavoidable to some extent. Try to understand how aggressive you’ve previously been with a particular technique. 10 links from “quality” directories are going to be viewed very differently to the way 500 submissions to free directories with no editorial control are seen by Google.
It’s important to consider that the site owner or webmaster of any site you have a link from may just be really bad at SEO and a link you consider inorganic may actually be organic and earned. This distinction is really important and it’s important to manually check links you are uncertain about (more about this in a minute).
The first thing you are going to do is extract your backlink data. Despite Google having the deepest and biggest index of the web the data they give webmasters can at times be frustrating sparse. In our opinion this makes using other data sources a necessity.
There are a number of informative data sources, the first being the data offered by the two main search engines: Google and Bing.
To extract data from WMT simply log into your account you manage and select the “Links to Your Site” report in the traffic section.
After you’ve navigated to the “Links to your Site report” select “More >>” From under the report called “who links to you the most”. You will now have the option to download a list of all the domains that link to you. This report just gives you a list of the domains that links to you and not the actual links. Thus I recommend you click the “Download Sample Links” table because this /wp-content/uploads/file gives you the actual link locations which are much easier to interpret.
Finally there is an option to download your sites latest links. This report is very similar to the sample links reports other than it has a second column with the date the link was first discovered.
You will then need to supplement this data with link information from third party link discovery tools. There are a number of excellent tools that provide crawls of the web. Open site explorer (OSE) run by Moz in my opinion is the easiest for a novice to use and British company Majestic SEO have an excellent crawl that offers a lot more data.
There are also other data suppliers like ahrefs, Searchmetrics and Sistrix that you may also want to consider, some of these do have free plans which allow you to download some of their data for free.
Normally for small sites a combination of Google, Bing, OSE and Majestic is going to be more than enough however there will be situations where you will need to pull every single link you can find and this will mean using all the tools as some are better at discovering certain types of link than the others.
Once you have all the downloaded data from all the tools you can classify the links. Some will obviously be bad and need to be removed, but the bulk will be suspicious and need to be manually checked.
We will come back to how to classify your pro/wp-content/uploads/file and what to do about it in part 2, but for now here is some guidance on how to interrogate your links and get a feel for how bad the situation might be.
Before we dive into the data side of things it’s important to be able to manually identify a toxic or inorganic link. Quite often this is easier said than done, but as you get more experienced you’ll soon start to know what to look for. Before you start, pay a visit to the link schemes page over at Webmaster Tools. Whilst this doesn’t document every type of inorganic link it’s an excellent start point. Over time you will encounter and ultimately become familiar with a lot of different link building tactics, what’s good and what’s bad.
Another key point is to try and understand how a particular webmaster tries to earn money from their site. I think this added a lot of context to the work we do and it’s important to be able to differentiate a webmaster who is genuinely trying to create a community or legitimate business from someone who is out to make a quick buck when assessing the quality of the link they have given you.
Once you’ve downloaded your data you’ll need to perform some basic manual checks on suspicious links. This section assumes you’ve never done this kind of work before. Hopefully there’s something for everyone.
When checking link and social metrics it’s important to run these check for both the link and the whole domain. This way you can judge the credibility of the whole site.
This list isn’t exhaustive but I’ve tried to give you as many checks as possible to help you judge the value of a link. As I mentioned earlier, after a while you’ll start to get a sixth sense for SPAM and be able to critique a site very quickly, without having to perform all the checks.
Although this process of link analysis is laborious, it is worth it, as if you find you have a bad link pro/wp-content/uploads/file and can then explain falling natural search traffic and visibility once you have worked to remove all of your bad links (which we will cover in part 3 of this series) it is a great feeling when you receive one of these to tell you a manual penalty has been lifted thanks to your hard work, or your natural search visibility starts to recover.
In the next part of our link analysis guide, I’m going show you how to automate the process to save time and check links in bulk but without sacrificing any of the quality.