The objective of the Backlink Analysis is to establish and understand the current quality of the domains, and therefore links that point towards your domain and website.
In assessing the backlink profile, you will able to learn more about the steps that need to be taken in the future when creating further links. Miklagárd is also able to identify issues that could potentially hinder the organic visibility of the website on search engine results pages (SERPs) and consider these findings during our strategic SEO planning.
The tool used by Miklagárd looks at 20-30 links from each referring domain, this helps avoid analysis of too many site-wide links and websites with duplication issues.
Miklagárd may e.g. recommend removal of any suspect links on a domain-wide level, in other words, the decision to keep or reject might depend upon the nature of the domain itself. The process involves manual assessment based upon industry best practice. For example, on first appearances, the domain may have some authority, but if it is not relevant in any sense, it may be prudent to discard it.
Within the scope of the analyse Miklagárd will not manually assessed any links, but will make recommendations based upon the data found.
Backlink Health Overview
If a link is classified as “unnatural”, it is because it violates search engine guidelines and is likely to have been built to artificially manipulate the ranking of a site in the SERPs. If a large enough proportion of these link types are present, the website could be at risk of being penalised by Google’s ranking algorithm. In the worse-case scenario, a manual review of a website’s backlink profile could be triggered resulting in a manual penalty with subsequent losses in SEO search visibility.
Anchor Text is the visible, clickable text in a hyperlink. The type of text used within a link is often considered by Google as an indicator of authenticity and relevance. An unnatural profile will generally contain similar low-quality patterns where target key phrases have been used repeatedly to try to rank a landing web page for a particular term. Since the launch of the Penguin Algorithm in 2012, the use of “branded” anchor text is recommended predominantly, and if commercial terms are used, they are used sparingly and never repeated.
Anchor text types can be broken down into the following categories:
“Brand anchor text” variations are seen a very natural, safe and un-manipulated link type.
Historically, brand anchor texts have not been heavily used within unnatural, black-hat link building tactics and are well regarded by Google. As such, for optimal performance and to avoid algorithmic penalties, a healthy backlink profile should mostly contain links that utilise brand texts.
Commercial / Exact Match
“Commercial anchor texts” (also known as “Exact Match” anchors) are viewed suspiciously by Google as they have historically been used to manipulate search results and keyword rankings. With the evolution of algorithmic link penalties, such as those resulting from the Google Penguin algorithm, links containing commercial/exact match texts have been heavily penalised and can be a major reason for a website’s downturn in organic visibility. As such, it is recommended to keep the percentage of commercial links within your backlink profile to an absolute minimum (a maximum of 10%).
“Miscellaneous’ anchor texts” (also known as “Other” anchors) are deemed to be natural by search engines and should make up part of a healthy link profile. While they should not be as abundant in a backlink profile as ‘brand’ anchors, it is perfectly normal for them to feature fairly heavily. Examples of miscellaneous anchor texts are as follows:
- Click here
- Visit website
- Read more
- More info
- Further details
- Images used as links also fall under the ‘Miscellaneous’ category
Link Influence is measured using a scale of 1-100 and gives a quantitative value to a linking web page’s influence. If the majority of links within your backlink profile come from web pages with “low” or “no” influence, Google may see this as a low-quality signal and rank your website poorly as a result. Furthermore, if the majority of links to your site are from “low” or “no” influence (spam) sites which have been created for the sole purpose of SERP manipulation, Google might impose a penalty on your domain or the web pages within it.
Domain Influence uses a 100-point scale to measure the predictive ranking strength of a domain. If your website has an abundance of backlinks from other websites with high domain authority, it is likely that it will experience greater performance in the organic SERPs as a result.
Web page Categories
In assessing the web page categories that are linking to your website, Miklagárd is able to understand the potential context of referring links. The source of a referring link may be a blog, forum, social media network or a directory placement, all of which carry different link equity and hold different values within your backlink profile. For example, too many links from directory style sites is seen as suspicious and can result in an algorithmic penalty, while links from blogs, news websites and forums are commonly deemed to be more natural and authoritative.
The Deeplink Ratio of a website is used to assess what portion of backlinks are directed towards a target website’s homepage versus its deeper web pages. For optimal performance, it is good for links to be distributed to a variety of web pages across a domain. This often leads to a website ranking for a wider range of keywords and also creates better site-wide domain authority.
Often, a website which has too few links to deep web pages/subpages is not regarded as highly as those that have healthy volumes of links pointing towards their deep web pages. As such, the Deeplink Ratio within a backlink profile is important to consider for SEO.
Nofollow / Dofollow Links
Building a fully balanced link profile means gaining a percentage of nofollow links. Nofollow links pass no PageRank or link equity. A well-placed blog comment or a relevant forum post is likely to be a nofollow link, but can send useful traffic to a website, which then can funnel down to leads and conversions. In addition, search engines are looking at a lot of factors outside of link equity and PageRank. Social signals such as those from YouTube, Twitter and Facebook are increasingly valuable, despite being nofollow.
Competitive Link Analysis
A competitive link analysis will allow Miklagárd to determine where competitors have the advantage over your website with regard to link partners. We will be assessing the size and quality of peer link profiles as well as the nature of their backlinks. Understanding who your competitors are linking to will provide insight into potential link partners for your website. In our analysis we may find websites which link to two or more competitors, this tells us that these websites are not loyal to a specific CBD brand and may present an opportunity for your website to link to such websites.
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