$30 off During Our Annual Pro Sale. View Details »

Brighton SEO 2023 - Advanced Link Analysis

Bill Hartzer
September 15, 2023

Brighton SEO 2023 - Advanced Link Analysis

In this session, Bill Hartzer will not only answer those questions, but he will go through the advanced process of analyzing link profiles.

Bill Hartzer

September 15, 2023
Tweet

Other Decks in Business

Transcript

  1. Link Analysis
    Bill Hartzer
    Hartzer Consulting
    Speakerdeck.com/bhartzer
    @bhartzer

    View Slide

  2. @bhartzer #BrightonSEO

    View Slide

  3. @bhartzer #BrightonSEO
    We Need Links to Rank
    So what is a good link?
    What is a bad link?

    View Slide

  4. @bhartzer #BrightonSEO
    Links in 2023
    It's not necessarily "good" versus "bad" links.

    View Slide

  5. @bhartzer #BrightonSEO
    Links in 2023
    Concentrate on links that "count" & links that are not ignored.

    View Slide

  6. @bhartzer #BrightonSEO
    Links in 2023
    We don't need to disavow links anymore!

    View Slide

  7. @bhartzer #BrightonSEO
    Links that will count:
    On topic links (page is relevant, on topic)

    View Slide

  8. @bhartzer #BrightonSEO
    Links that will count:
    Link is prominent on the page.

    View Slide

  9. @bhartzer #BrightonSEO
    Links that will count:
    The link, in context, makes sense (is on topic)

    View Slide

  10. @bhartzer #BrightonSEO
    Links that will count:
    The link isn't a nofollow, sponsored, or on a sponsored post.

    View Slide

  11. @bhartzer #BrightonSEO
    Links That are Ignored:
    Off-Topic (page linking is off–topic)

    View Slide

  12. @bhartzer #BrightonSEO
    Links That are Ignored:
    Adult links to non-adult pages/content

    View Slide

  13. @bhartzer #BrightonSEO
    Links That are Ignored:
    Links buried on the page.

    View Slide

  14. @bhartzer #BrightonSEO
    Links That are Ignored:
    Links on pages not crawled often.

    View Slide

  15. @bhartzer #BrightonSEO
    Links in Link Schemes
    Sites Participating in Link Schemes

    View Slide

  16. @bhartzer #BrightonSEO
    Links from Link Networks
    If found, could be ignored. Could be Penalized.

    View Slide

  17. @bhartzer #BrightonSEO
    Natural, But a Link Network
    576 domains
    1459 links
    2.53 links / domain

    View Slide

  18. @bhartzer #BrightonSEO
    Unnatural Links
    Many domains have no links of their own.
    74 domains
    98 links
    1.32 links / domain

    View Slide

  19. @bhartzer #BrightonSEO
    1 Big Link Network
    362 domains
    1443 links
    3.99 links / domain

    View Slide

  20. @bhartzer #BrightonSEO
    3 Link Networks
    185 domains
    4102 links
    22.17 links / domain

    View Slide

  21. @bhartzer #BrightonSEO
    PBNs and Link Networks?
    We assume that Google can easily see PBNs.
    Google may not care or they may not see them.
    Some PBNs still work.
    Some are ignored.

    View Slide

  22. @bhartzer #BrightonSEO
    Link Graph, Network Graph
    Majestic vs SEMrush

    View Slide

  23. @bhartzer #BrightonSEO
    Link Graph, Network Graph
    Majestic vs. SEMrush

    View Slide

  24. @bhartzer #BrightonSEO
    Link Networks That Aren’t Networks
    Some link networks aren’t really networks.
    Domains don’t link to each other.
    Example: SEONitro linking system w/ thousands of sites.

    View Slide

  25. @bhartzer #BrightonSEO
    Dynamically Controlled Linking
    U.S. Patent No. 9483563
    The Linking Patent – Link Management System And Process For
    Dynamically Updating Backlinking And Non-Backlinking SEO Criteria
    Profiles

    View Slide

  26. @bhartzer #BrightonSEO
    Dynamically Controlled Linking
    Link Management System – SEONitro
    Use their sites, or your own sites.
    Dynamically control the links and anchor text.
    Copy a link profile from Majestic, assign same
    link percentages as competitor’s link profile.
    Or manual link building to mimic percentages.

    View Slide

  27. @bhartzer #BrightonSEO
    Importance of Tiered Links
    Some tools only
    show tier 1 links.
    Example view of
    Tier 1 links only view

    View Slide

  28. @bhartzer #BrightonSEO
    Trust Flow, PageRank, Link Juice Flows
    Tiered Links allows you to see more authoritative sites.
    BrightonSEO.com
    Example of Tier 2

    View Slide

  29. @bhartzer #BrightonSEO
    On Topic Links
    As search engines understand content better,
    as they understand links better.

    View Slide

  30. @bhartzer #BrightonSEO
    On Topic Links
    Search Engines understand the difference between
    'natural’, contextual links and unnatural and non-
    contextual links.

    View Slide

  31. @bhartzer #BrightonSEO
    On Topic Links
    On-topic links are the best type of links.

    View Slide

  32. @bhartzer #BrightonSEO
    Majestic Topical Trust Flow

    View Slide

  33. @bhartzer #BrightonSEO
    Evaluating Links and a Link Profile
    • Look at Overall Summary of Links
    • Trust Flow, DA & DR, Authority Score

    View Slide

  34. @bhartzer #BrightonSEO
    Look at Anchor Text of Links
    Too Much Exact Match Anchor Text?

    View Slide

  35. @bhartzer #BrightonSEO
    Look at Anchor Text of Links
    Natural Anchor Text (company name, site name, etc.)

    View Slide

  36. @bhartzer #BrightonSEO
    Look at Anchor Text of Links
    Anchor Text off topic?

    View Slide

  37. @bhartzer #BrightonSEO
    Look at Anchor Text of Links
    Adult or PPC keywords of Burned Domain

    View Slide

  38. @bhartzer #BrightonSEO
    Anchor Text of Burned Domain

    View Slide

  39. @bhartzer #BrightonSEO
    Check for 301 Redirects

    View Slide

  40. @bhartzer #BrightonSEO
    Check Historic vs Fresh Backlinks
    How much of a difference? Did site lose a lot of links?

    View Slide

  41. @bhartzer #BrightonSEO
    Replicating a Link Profile
    You will probably not rank a fresh,
    new site without being close to # of
    links other competitors have.

    View Slide

  42. @bhartzer #BrightonSEO
    Replicating a Link Profile
    You could use expired domains
    & redirect for links.
    Can be very tricky.
    Risky.

    View Slide

  43. @bhartzer #BrightonSEO
    Replicating a Link Profile
    You can duplicate link
    profiles, manually or
    using link tools.

    View Slide

  44. @bhartzer #BrightonSEO
    Look at Anchor text percentages
    What percentage is branded
    versus non-branded anchor text?

    View Slide

  45. @bhartzer #BrightonSEO
    Look at Anchor text percentages
    What percentage are certain keywords?

    View Slide

  46. @bhartzer #BrightonSEO
    Look at Anchor text percentages
    Choose site that's already
    ranking.
    Look at percentage.

    View Slide

  47. @bhartzer #BrightonSEO
    Finally
    • On Topic links are key
    • Concentrate on links that count
    • Evaluate profiles based on tiered links, not just tier 1.
    • Be able to identify PBNs.
    • Check for 301 redirected links, historic vs fresh links.
    • Anchor text, review the percentages of links.
    • Recreate link profiles of sites that are currently ranking.

    View Slide

  48. @bhartzer #BrightonSEO
    Bill Hartzer
    CEO, Hartzer Consulting
    Email: [email protected]
    Agency: www.Hartzer.com
    Blog: www.BillHartzer.com

    View Slide