proactive measures for good site health - brighton seo 2014
DESCRIPTION
Brighton SEO 2014 presentation by Thomas Whittam from Ayima on being proactive with your websites backlinks.TRANSCRIPT
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Tom Whittam
SEO Consultant, Ayima
Proactive Measures for Good Site Health
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Tom WhittamSEO Consultant, AyimaCyclist (the Lycra kind)http://ayi.ma/brightonseo
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Tweet us! @AyimaAyima began in 2007Headquartered in NYC & LondonSEO partner to Fortune 20 & FTSE clients
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“How businesses can benefit from being proactive with their backlinks”
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Why do we need to be proactive?1. Manual Actions2. Penguin
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Is Every Site Different?
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3 situations you may recognise1. Large corporate website2. SME website3. New agency client
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3 situations you may recognise1. Large corporate website• Large backlink profiles• Historic techniques• Affiliates/sitewides
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3 situations you may recognise2. SME website• Minimal SEO support• Budget restrictions• Low brand awareness
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3 situations you may recognise3. New agency client• What did the old agency do?• Types of link building?• Check their other clients
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How Can I Be Proactive?Link MonitoringBacklink Audit
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Link MonitoringNegative SEO
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Negative SEO1. Ahrefs New/Lost links (<60 days)2. GWT link dates3. Most common anchors4. Who links the most?5. Keep a record of link numbers MoM
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Link MonitoringGetting Hacked
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Getting Hacked1. Security issues/content keywords GWT2. Update plugins - http://ayi.ma/x3y083. Routine backups4. Regular password updates
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Link MonitoringAffiliate Networks
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Affiliate Networks1. Affiliate system check2. Block parameter in GWT, GA and
Robots.txt• Use Robots.txt tester in GWT
3. Attempt to implement nofollows4. Disavow
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Just so you know…• Affiliate network checks• Is the nofollow attribute used?• Does the link go through a redirect?• Type of redirect?• Redirect path?
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Just so you know…• Affiliate link on road.cc
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Just so you know…• Inspect element
<a href="/buynow/track.php?buyaid=5&nid=129269&link=aHR0cDovL3d3dy5kZWNhdGhsb24uY28udWsvQy01OTU1NTEtYmlrZS1oZWxtZXRzP3V0bV9zb3VyY2U9cm9hZGNjJnV0bV9tZWRpdW09RGlzcGxheSZ1dG1fY2FtcGFpZ249cm9hZGNjX3Nob3BwaW5n&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>
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Just so you know…• Inspect the link path
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Just so you know…• Block parameter in GA
Admin / All Web Site Data / View Settings
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Just so you know…• Block parameter in GWT
Crawl / URL Parameters / Add Parameter
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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
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Link MonitoringReferrer Spam
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Referrer Spam1. Identify problem sites in GA2. Block bots in Robots.txt3. Exclude in GA & block bots at profile
level4. Disavow
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Just so you know…• Identify spam referrers in GA
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Just so you know…• Block bots in Robots.txt
#SemaltUser-agent: semaltspiderDisallow: /
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Just so you know…• Or .htaccess
RewriteEngine onRewriteCond %{HTTP_REFERER} semalt\.com [NC]RewriteRule .* - [F]
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Just so you know…• Exclude referrers in GA
Admin / Profile / Tracking Info / Referral Exclusion List
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Just so you know…• Block all known spam bots in GA
Admin / All Web Site Data / View Settings
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Backlink Audit
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Backlink Audit1. Download links, use multiple sources• GWT, Ahrefs, Majestic SEO, Moz OSE
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Backlink Audit2. Open Excel; remove duplicates, add a
domain column and populate3. Use pivot tables to identify patterns• Anchors, number of links, type of link
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Backlink Audit2. Open Excel; remove duplicates, add a
domain column and populate3. Use pivot tables to identify patterns• Anchors, number of links, type of link
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Backlink Audit4. 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
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Backlink Audit5. 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
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Remember…Set your own thresholds and don’t be afraid
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Example: Sitewide Identification
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Example: Sitewide Identification1. Get your domain list2. Add a column, populate with 1URL Domain 1http://www.site-1.com/example/1 site-1.com 1http://www.site-2.co.uk/example/133 site-2.co.uk 1https://www.site-3.net/example/1 site-3.net 1https://www.site-3.net/example/2 site-3.net 1http://site-4.com/example/1 site-4.com 1http://site-5.com/example/1 site-5.com 1http://site-6.com/example/1 site-6.com 1http://site-7.com/example/1 site-7.com 1http://example.site-8.com/example/1 example.site-8.com 1http://site-9.com/example/1 site-9.com 1
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Example: Sitewide Identification3. Select your data then the Pivot Table
button
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Example: Sitewide Identification4. Sort your data
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Example: Sitewide Identification5. Investigate• Footer link?• Banner link?• Forum link?
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Submitting a Disavow
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Submitting a disavow1. Identify domains for disavow• Add “domain:” to the front of each
one (no spaces)
domain:example.comdomain:subdomain.example-2.co.uk
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Submitting a disavow2. Copy into a .txt file• Add a #comment identifying the date
added• Add any old disavow data
#Disavow added 12th September 2014domain:example.comdomain:subdomain.example-2.co.uk
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Submitting a disavow3. Visit the disavow tool and follow the
instructions• Add the file to the correct profile
http://ayi.ma/disavow
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Submitting a disavow4. View GWT messages for your
confirmation
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“If I disavow without getting a manual action, will it hurt my website?”
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Search traffic post proactive disavow
Disavow of 339 domains submitted March 201420% of domains pointing to site
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5 Takeaways
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5 Takeaways1. Complete a backlink audit2. Identify low quality links for removal3. Contact WM’s and disavow where
necessary4. Monitor your incoming links5. Keep a record of everything