Brighton SEO 2023 - Advanced Link Analysis

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

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@bhartzer #BrightonSEO

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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@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.

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

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

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@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.

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@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

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@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.

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

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

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

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

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

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@bhartzer #BrightonSEO Majestic Topical Trust Flow

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

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

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

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

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

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@bhartzer #BrightonSEO Anchor Text of Burned Domain

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@bhartzer #BrightonSEO Check for 301 Redirects

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

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

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

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

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

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

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

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@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.

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