Proactive Measures for Good Site Health - Brighton SEO 2014
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Brighton SEO 2014 presentation by Thomas Whittam from Ayima on being proactive with your websites backlinks.
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Proactive Measures for Good Site Health - Brighton SEO 2014
- 1. Proactive Measures for Good Site Health Tom Whittam SEO Consultant, Ayima
- 2. Tom Whittam SEO Consultant, Ayima Cyclist (the Lycra kind) http://ayi.ma/brightonseo
- 3. Tweet us! @Ayima Ayima began in 2007 Headquartered in NYC & London SEO partner to Fortune 20 & FTSE clients
- 4. “How businesses can benefit from being proactive with their backlinks”
- 5. Why do we need to be proactive? 1. Manual Actions 2. Penguin
- 6. Is Every Site Different?
- 7. 3 situations you may recognise 1. Large corporate website 2. SME website 3. New agency client
- 8. 3 situations you may recognise 1. Large corporate website • Large backlink profiles • Historic techniques • Affiliates/sitewides
- 9. 3 situations you may recognise 2. SME website • Minimal SEO support • Budget restrictions • Low brand awareness
- 10. 3 situations you may recognise 3. New agency client • What did the old agency do? • Types of link building? • Check their other clients
- 11. How Can I Be Proactive? Link Monitoring Backlink Audit
- 12. Link Monitoring Negative SEO
- 13. Negative SEO 1. Ahrefs New/Lost links (<60 days) 2. GWT link dates 3. Most common anchors 4. Who links the most? 5. Keep a record of link numbers MoM
- 14. Link Monitoring Getting Hacked
- 15. Getting Hacked 1. Security issues/content keywords GWT 2. Update plugins - http://ayi.ma/x3y08 3. Routine backups 4. Regular password updates
- 16. Link Monitoring Affiliate Networks
- 17. Affiliate Networks 1. Affiliate system check 2. Block parameter in GWT, GA and Robots.txt • Use Robots.txt tester in GWT 3. Attempt to implement nofollows 4. Disavow
- 18. Just so you know… • Affiliate network checks • Is the nofollow attribute used? • Does the link go through a redirect? • Type of redirect? • Redirect path?
- 19. Just so you know… • Affiliate link on road.cc
- 20. Just so you know… • Inspect element <a href="/buynow/track.php?buyaid=5&nid=129269&lin k=aHR0cDovL3d3dy5kZWNhdGhsb24uY28udWsvQy01OTU1NTEtYmlrZ S1oZWxtZXRzP3V0bV9zb3VyY2U9cm9hZGNjJnV0bV9tZWRpdW09RGlz cGxheSZ1dG1fY2FtcGFpZ249cm9hZGNjX3Nob3BwaW5n&exact= 0&section=1&deal=0" target="_blank" rel="nofollow"><img src="/buynow/images/buy-5-top.png" width="120" alt="Buy it now" class="google-buynow"></a>
- 21. Just so you know… • Inspect the link path
- 22. Just so you know… • Block parameter in GA Admin / All Web Site Data / View Settings
- 23. Just so you know… • Block parameter in GWT Crawl / URL Parameters / Add Parameter
- 24. Just so you know… • Block parameter in Robots.txt • Use GWT Robots.txt tester • Read this - http://ayi.ma/robotsguide • Test here - http://ayi.ma/robotstool
- 25. Link Monitoring Referrer Spam
- 26. Referrer Spam 1. Identify problem sites in GA 2. Block bots in Robots.txt 3. Exclude in GA & block bots at profile level 4. Disavow
- 27. Just so you know… • Identify spam referrers in GA
- 28. Just so you know… • Block bots in Robots.txt #Semalt User-agent: semaltspider Disallow: /
- 29. Just so you know… • Or .htaccess RewriteEngine on RewriteCond %{HTTP_REFERER} semalt.com [NC] RewriteRule .* - [F]
- 30. Just so you know… • Exclude referrers in GA Admin / Profile / Tracking Info / Referral Exclusion List
- 31. Just so you know… • Block all known spam bots in GA Admin / All Web Site Data / View Settings
- 32. Backlink Audit
- 33. Backlink Audit 1. Download links, use multiple sources • GWT, Ahrefs, Majestic SEO, Moz OSE
- 34. Backlink Audit 2. Open Excel; remove duplicates, add a domain column and populate 3. Use pivot tables to identify patterns • Anchors, number of links, type of link
- 35. Backlink Audit 2. Open Excel; remove duplicates, add a domain column and populate 3. Use pivot tables to identify patterns • Anchors, number of links, type of link
- 36. Backlink Audit 4. Check every domain • Use Google’s Quality Guidelines / your gut feeling • Keep a record of every website you visit • Contact details, quality, anchor text, type of link • Identify if you want to remove the link
- 37. Backlink Audit 5. Contact Webmasters to remove links • Record date of contact & outcome • Don’t pay them (keep a record if they ask) • Disavow if they refuse/don’t respond
- 38. Remember… Set your own thresholds and don’t be afraid
- 40. Example: Sitewide Identification 1. Get your domain list 2. Add a column, populate with 1 URL Domain 1 http://www.site-1.com/example/1 site-1.com 1 http://www.site-2.co.uk/example/133 site-2.co.uk 1 https://www.site-3.net/example/1 site-3.net 1 https://www.site-3.net/example/2 site-3.net 1 http://site-4.com/example/1 site-4.com 1 http://site-5.com/example/1 site-5.com 1 http://site-6.com/example/1 site-6.com 1 http://site-7.com/example/1 site-7.com 1 http://example.site-8.com/example/1 example.site-8.com 1 http://site-9.com/example/1 site-9.com 1
- 41. Example: Sitewide Identification 3. Select your data then the Pivot Table button
- 42. Example: Sitewide Identification 4. Sort your data
- 43. Example: Sitewide Identification 5. Investigate • Footer link? • Banner link? • Forum link?
- 45. Submitting a disavow 1. Identify domains for disavow • Add “domain:” to the front of each one (no spaces) domain:example.com domain:subdomain.example-2.co.uk
- 46. Submitting a disavow 2. Copy into a .txt file • Add a #comment identifying the date added • Add any old disavow data #Disavow added 12th September 2014 domain:example.com domain:subdomain.example-2.co.uk
- 47. Submitting a disavow 3. Visit the disavow tool and follow the instructions • Add the file to the correct profile http://ayi.ma/disavow
- 48. Submitting a disavow 4. View GWT messages for your confirmation
- 49. “If I disavow without getting a manual action, will it hurt my website?”
- 50. Search traffic post proactive disavow Disavow of 339 domains submitted March 2014 20% of domains pointing to site
- 51. 5 Takeaways
- 52. 5 Takeaways 1. Complete a backlink audit 2. Identify low quality links for removal 3. Contact WM’s and disavow where necessary 4. Monitor your incoming links 5. Keep a record of everything
- 53. Thanks! Tom Whittam SEO Consultant, Ayima tom@ayima.com http://ayi.ma/brightonseo