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What's in my SEO Toolbox: Linkbuilding Edition - SMX Milan 2014

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My talk at SMX Milan 2014 covering our most-commonly used SEO tools for linkauditing, -evaludation, -cleanup and -management.

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What's in my SEO Toolbox: Linkbuilding Edition - SMX Milan 2014

  1. 1. 1 What’s In My SEO Toolbox? LINK BUILDING EDITION: FIND, PROSPECT & AUDIT! Bastian Grimm, VP Organic Search, Peak Ace AG | @basgr
  2. 2. 2 Presentation Download: http://pa.ag/smxm-tools
  3. 3. 3 THE MOST IMPORTANT THING? THE “RIGHT” TOOL FOR THE JOB AT HAND!
  4. 4. 4 Hey Bastian… Where do I get all this link data from? Which link databases do you use?
  5. 5. 5 Start with Google Webmaster Tools GWT > Search Traffic > Links to your Site > Who links the most https://www.google.com/webmasters/tools
  6. 6. 6 Pro Tip: Do get this data regularly Link data in GWT changes almost weekly, not completely - but at least partially!
  7. 7. 7 Use Majestic’s massive DB as well https://majestic.com/ Probably the largest link source around, good coverage in Europe
  8. 8. 8 If you want a LOT of data, do exports! The web interface only give‘s you a snapshot – not the full picture.
  9. 9. 9 And also get data from ahrefs.com https://ahrefs.com/ Partially free (or $79 / mo.), web-based
  10. 10. 10 Extremely easy to use interface Super-fast link discovery, beautiful interface, social data & link growth trends
  11. 11. 11 And whilst you‘re at it: Get Moz as well! http://moz.com/products/api/keys It‘s free, so why not just add their data as well?
  12. 12. 12 A lot of link data brings a lot of problems You need to handle de-duplication & outdated results (HTTP status, dropped links) … http://builtvisible.com/seogadget-for-excel/ & http://nielsbosma.se/projects/seotools/
  13. 13. 13 Well, if you’re working with large domains: Good luck handling millions of links in Excel… it’ll crash, simple as that!
  14. 14. 14 Or let LinkResearchTools do this for you Various API implementations as well as manual uploads (GWT) available http://www.linkresearchtools.com/
  15. 15. 15 What about… Successful link sources in social media? How do you find heavily-shared ones for your Content Marketing campaigns?
  16. 16. 16 Buzzsumo allows topical based-searches Type in a keyword / topic and it gives you all the data you need! http://buzzsumo.com/
  17. 17. 17 ahrefs.com has Social Shares as well But you need to know the domain for this already, no topical searches though.
  18. 18. 18 How do you find… …those broken links to “steal” competitor links f.e. by providing a better resource?
  19. 19. 19 You have specific source domain in mind? LRT > Link Juice Recovery Tool
  20. 20. 20 The result: A list of URLs to target Also do this for your own domains as well and implement redirects respectively
  21. 21. 21 Or: Prefer doing this whilst Browsing? Combine Chrome Plug-ins: Linkparser, Linkclump & Check My Links https://chrome.google.com/webstore/
  22. 22. 22 Any trick to… … audit a lot of URLs at once? Like I have 10.000 URLs and need URL-data for those?
  23. 23. 23 urlprofiler would be one solution Data from Majestic, ahrefs and some others; Dektop-based crawler tool. http://urlprofiler.com/
  24. 24. 24 You can even combine it with crawl-data http://urlprofiler.com/blog/screaming-frog/ Combine results from ScreamingFrog with urlprofiler: Crawl & get page metrics!
  25. 25. 25 LRT, if you prefer a web-based service: The LRT bulk tool is called the “Link Juice Tool” and handles up to 10k URLs.
  26. 26. 26 And how do you … … find coverage of your brand (like mentions) that do not already link back to you?
  27. 27. 27 Ever heard of Google Alerts? I think it is EXTREMELY broken…! https://www.google.com/alerts
  28. 28. 28 Use Talk Walker Alerts instead http://www.talkwalker.com/en/alerts It‘s just like G-Alerts, only it works and has more options to play with!
  29. 29. 29 Talking ‘bout alerts: How about link alerts? LRT has the same for links, just input any domain to get regular updates!
  30. 30. 30 Bastian, tell me… … what about “bad links”, how to find and get rid of them without too much hassle?
  31. 31. 31 YOU NEED ALL THE DATA! PLUS: ALL YOU GOT FROM PREVIOUS SEO WORK…
  32. 32. 32 Link Detox: Rule-based auditing Automated pre-scoring for all inbound links based on a set of rules & algorithms
  33. 33. 33 Link Detox: Rule-based auditing DTOX Risk breakdown and recommendations on what to audit first
  34. 34. 34 Also compare yourself to competitors: CDTOX allows cross-checking your data with other sites in the industry!
  35. 35. 35 LinkRisk: Another link auditing tool to try! I personally like having more then one opinion; so you maybe want to try both? http://linkrisk.com/
  36. 36. 36 Done auditing? The real work starts now! You need to reach out to a lot of site owners and ask for removal…
  37. 37. 37 Either do it through GMail / Outlook… This is absolutely “the hard way”… and usually errors happen at some point!
  38. 38. 38 Ever heard of Yesware? Super-detailed email tracking and analytics including opening rates, etc. http://www.yesware.com//
  39. 39. 39 Combine this with Autopest! Automating the follow-up process and never forget to re-send emails again! https://www.autopest.com/
  40. 40. 40 Try Boomerang as an alternative! As Autopest is still in BETA, try Boomerang instead. http://www.boomeranggmail.com/
  41. 41. 41 Or: Combine LRT & PitchBox via API Pitch Box massively scales up outreach productivity! http://pitchbox.com/
  42. 42. 42 Once you’re done cleaning-up: If it’s a manual action > File for reconsideration (here is our checklist):  List all violations against Google‘s guidelines. Explain that these have been fixed now.  Who has been responsible? Agency, network, the in-house team, etc. – take responsibility!  Explain (briefly) which actions you took and also what you did / put in place to make sure it‘ll not happen again!  Include outreach / contacts with respective site owners (G-Docs Spreadsheet)!  Tell if you used the Disavow links tools if you did actually use it.  „I‘m Sorry, I really did bad!“ – not going to happen again! Make sure to ask for reconsideration!
  43. 43. 43 ITS NO ROCKET SCIENCE PLEASE DON‘T USE TOOLS WITHOUT QUESTIONING THEM!
  44. 44. 44 WE ARE HIRING: pa.ag/ace-jobs 10+ Openings in PPC, SEO as well as Content & Online PR in Berlin, Germany! http://pa.ag/ace-jobs
  45. 45. 45 Your turn! Questions?  bg@peakace.de  twitter.com/peakaceag  facebook.com/peakaceag  www.peakace.de http://pa.ag/smxm-tools

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