Why do a netlinking audit and monitor the links on your site?
Netlinking refers to the number of external links leading to a website, the backlinks. The more relevant and numerous they are, the more popular the website becomes on Google and therefore the more visible it is. Carrying out a netlinking audit allows you to evaluate the quality and quantity of backlinks.
What metrics should I use to audit my backlinks?
The good referencing of a website on Google is essential to be visible on the Internet. NowPageRankis a Google algorithmalgorithm, is partly based on backlinks to estimate the popularity and relevance of a website on a given theme.
Let's take the example of an Internet user who wants to find a plumber in his town. He will enter the query "plumber + name of his town" in the Google search bar. The search engine will then submit the most relevant result. For the Google algorithm, the fact that several backlinks on websites dealing with plumbing lead to a specific plumbing site is a criterion of relevance.
Establishing a netlinking strategy is important to prove to the Google algorithm the popularity of one's website compared to competing sites. It is therefore necessary to ensure that the backlinks are of sufficient quality and quantity.
A netlinking audit is based on the Citation Flow and Trust Flow of a website. These two metrics can be known thanks tothe Majestic platform. The Citation Flow allows you to count the number of backlinks that point to your website. It establishes a score However, the Citation Flow does not differentiate between good backlinks and bad backlinks. Having 1200 backlinks does not mean that they are only quality links. To know this, you need to know the Trust Flow of the websites on which the backlinks are located.
The Trust Flow is used to evaluate the trustworthiness of a website or web page. It is also based on a score between 0 and 100. The more backlinks your website has from sites with a good Trust Flow index, i.e. close to 100, the higher its ranking on Google.
The netlinking audit also seeks to find out the authority of a website on a specific theme. The terms domain authority are often used. This authority is mainly obtained through quality content. Tools are available to measure it, according to a score from 0 to 100. The Topical Trust Flow offers a ranking of websites according to their score. It also helps you identify competing sites. This data is therefore important in the context of a netlinking strategy and in the setting up of partnerships.
Thanks to a netlinking audit, it is possible to identify referring domains. A referring domain is a website that contains one or more backlinks pointing to your site. However, beware of Google penalties. Indeed, a referring domain with too many external links pointing to the same website can send a bad signal. This multiplication of backlinks can be considered as artificial. Thus, it is more profitable to have several referring domains hosting a single backlink. The different external links will be considered as natural by the Google algorithm.
The anchor of a link is the word or set of words on which the link is placed, for example "how tohow to set up a netlinking strategy ? ". The anchors of external links must therefore be of high quality to send a good signal to Google. They must be distributed harmoniously between different referring domains. They must also be diversified in terms of content. It can be penalizing if all the referring domains place their external links on "set up a netlinking strategy".
This is the speed of acquisition of backlinks on referring domains. An acquisition too fast can send a negative signal to Google, because again, it will appear artificial. It is therefore necessary to set up an acquisition strategy adapted to your needs.
The main objective of a netlinking audit is to measure the quality of backlinks. The quality of external links is the guarantee of natural referencing. However, it is natural referencing that is favoured by the search engine Google for the positioning of a website on its first page. It is therefore necessary to obtain backlinks from referring domains with a good Trust Flow score.
Why should you analyse your netlinking regularly?
Regularly carrying out a netlinking audit of your website allows you to ensure its popularity. If you notice a drop in your positioning, this may be due to Google penalties. It is then necessary to carry out various checks on your backlinks. It is a question of being able to answer several questions.
How many external links lead to my website?
Are the backlinks pointing to my website on trusted sites?
Is my website penalised by spammy links from fraudulent sites?
Are the anchors used by the referring domains of good quality?
Are there any "broken" or "dead" external links?
A netlinking audit is also an opportunity to discover sites that address the same themes as your website. It will then be possible to set up new partnerships.
The SmartKeyword agency assists you in your netlinking strategy. Let's determine together your objectives. We will then work on finding quality backlinks and monitoring the performance of your website.
What exactly is a content audit?
L'content auditThe content audit, otherwise known as the on-page SEO audit, consists of an analysis of the performance of all the content on your website.
When we talk about "performance", it is above all from a natural referencing perspective. The aim is to identify the pages with potential for your business and to bring them into line with the SEO rules laid down by Google.
When to do an SEO content audit?
A SEO content audit is a technical operation that must be prepared in advance to provide maximum results and useful information.
It is particularly recommended to carry out a content audit if :
You want to redesign your website or merge several sites.
You want to migrate your site.
The pages of your website are less well ranked than before.
The bounce rate of your pages is getting higher and higher.
You are not achieving your initial SEO goals (full SEO audit recommended).
Why do a content audit?
There are many good reasons to perform an SEO content audit. In most cases, the objectives to be fulfilled are the following:
Improve your traffic on specific pages of your website.
Identify solutions to improve the performance of organic research.
Determine the best/least performing marketing content on your site.
In contrast to a technical audit, which must concern all crawlable pages, the content audit only concerns pages that can be indexed by search engines. For this part, use the following 3 tools combined:
Then export your sitemap into an excel document. Normally, you should already have a partial view of the elements to improve in the content of your pages such as their length, the length of the tags, the presence of keywords...
At this stage, your goal is to divide your content into 3 groups: content to be deleted, content to be kept as is and content to be optimised.
Identification of penalisable content
Google has various algorithms to rank your pages on the SERP when it crawls your site. One of them is called Panda. It punishes sites that contain low quality, insufficient or duplicate content.
It is therefore essential for your natural referencingto identify this type of content on your site before the Google robots.
Identification of 'poor' quality content
This type of content does not risk a penalty from Google. But that doesn't mean it is relevant to your website's business.
Pages that don't convert, that don't attract any visitors, that no longer correspond to your branding, that attract a non-qualified audience (high bounce rate)... It's up to you to judge your quality and relevance criteria.
Identification of areas for improvement
To identify areas for improvement in your content, you should first spy on what your competitors are doing well. Then try to do better.
Indeed, if you only copy a recipe, it will be neither relevant for Google (duplicate content), nor for the Internet user (poor quality content). It may even create an enemy for you (the copied site), when it could have become a partner.
You also need to identify the content that needs to be updated with the latest information, especially in sectors where innovation is rapid.
Once all the previous analyses have been carried out, it is time to make the appropriate adjustments to improve your content.
Basic improvements: meta-title, lexical field...
Each content analysis brings its share of basic optimisations. Omissions and errors that are easy (but time-consuming) to correct. Here are the most common ones:
The length of the meta-title, meta-description and h1 and their relevance (attractiveness + presence of the keyword).
The general quality of the texts (spelling, grammar and expression errors).
The relevance and veracity of the information provided.
A simple rule: 1 page = 1 keyword
Once these initial checks have been made, it is time to go deeper into the analysis of your content. We advise you to work according to a tried and tested method:
Each keyword on which you wish to position yourself must be the subject of a complete article.
Once all the new keywords are defined, you need to skilfully use their semantic field, their other occurrences, as well as Google's suggestions for them. All this can be done with very powerful tools and surprise, we have one.
An SEO audit is a detailed analysis of a website’s health that uncovers strengths and weaknesses that can explain a website’s rankings in search engines. Following an audit, actions are put in place to optimize the website’s marketing strategy.
Well, for any construction, whether a house or a website’s architecture, foundations must be solid in order to last over time. This is why an effective SEO strategy must be thought out upstream, knowing the website, its architecture, its content, its visitors and its competition.
During the website creation phase: this helps prepare the ground and optimize everything before the website goes online, it’s better to follow the right direction from the start!
In the SEO optimization or re-optimization phase: we are talking about an existing website that has never carried out SEO optimization. Therefore, it’s essential to detect all the slowing or blocking technical factors by performing an SEO audit, and then carry out the required On-page and Off-page SEO optimizations.