Incoming links to a website play a very large factor in SEO. The wrong links could reduce your visitors and/or new customers to a fraction of what they were, even worse, have a negative impact on your revue. That’s when a Back Link Audit comes in and should be a part of your monthly routine. Google’s previous head of the Webspam team (Matt Cutts) had said that they take manual actions on some 400,000 websites every month. These actions vary for different reasons (which we’ve outlined on our Penalty Recovery page).
With all of the algorithm updates (even after the introduction of Panda and Penguin), it should be a top priority to know why you have certain links coming to your site. Although you can’t control everything, you can control or influence some of them. Take a look at this list of commonly known metrics search engines use to determine to quality of an external link:
- Trustworthiness of the linking domain.
- Popularity of the page – How many people are linking to it.
- Relevancy – Does the content on the page linking to you match the content on your page?
- Anchor text – In the coding world, it would look like this:
<a href=”http://www.somewebsite.com”>Click this link</a>
Traditionally, for the end user/visitor, one would see the words “Click this link” in a blue underline, which indicates this will take them somewhere.
- Amount of links on one page to the same page.
- Amount of websites that link to your site.
- Variations of text used in the anchor tag (see 4th bullet) – There is a difference between ‘click this’, ‘buy red widget’ or ‘www.somesite.com’.
- Ownership and relationship of linking domains – Believe me, you’re not getting away with anything by purchasing multiple domains for the sole purpose of building links.
Link Audits help build a solid foundation for current-day and long-term projects. An SEO Link Audit can be done after a redesign, in preparation of a new Web site, as a general website health check-up or as a very specific solution to a problem with the search engines.
Why would you need a Back Link Audit?
- You are trying to develop or enhance your current link building strategy.
- You want to avoid a penalty for your website.
- You want to recover from a penalty for your website.
- You’re looking to find new opportunities for your link building strategy.
- You want to identify your competitive advantages and also your flaws.
- You want to understand the link building strategies your competitors are using and find new links your website can acquire.
Efferent Media offers a back-link auditing program as a stand-alone product or as part or our monthly SEO maintenance packages.