Link building

How to assess the quality of the site for link building


How to assess the “quality” of a site is one of the most misunderstood concepts in SEO.

If you get it wrong, you risk missing out on sites that can improve rankings, or worse, including sites that won’t provide any value or that could penalize you.

On November 10, I hosted a Sponsored Search Engine Journal webinar presented by Kevin Rowe, Founder and CEO of PureLinq.

He shared tips on identifying and rating your sites for link building so that they are high impact and low risk.

We’ve summarized the webinar presentation below if you want the highlights.

For a more in-depth dive, complete the form to access the full presentation with all the additional details.

Google pays attention to link building

There are many different aspects to building relationships, from strategy to analysis and reporting.

Image source: PureLinq

We focused on rating sites for link building for this webinar, which is often a very misunderstood topic. Let’s start with a brief history.

the Google Penguin Update launched in 2012. Part of its goal was to promote high quality websites and marginalize the presence of those who engage in manipulative link patterns and keyword stuffing on search engine results pages ( SERP).

The fact that Penguin is part of Google’s core algorithm means that Google pays attention to link building, which leads us to look at the criteria when rating sites.

Sources of information on site quality assessment

Google provides a lot of information to guide you through link building. You can consult :

  1. Google link system.
  2. Guidelines for Google Evaluators.
  3. John Mueller.

However, you may need to take this with care and test what will work for your business.

There are SEO professionals who don’t 100% follow what Google says when it comes to link building (i.e. who don’t agree with Google’s position on not track all of your outbound links for guest posts) but still see big gains as a result.

Metrics versus quality

A survey from Aria shows which metrics were relevant to SEO professionals and digital marketers in assessing site health.

How to Evaluate Site Quality for Link Building How to Evaluate Site Quality for Link BuildingImage source: PureLinq

While you can gauge the quality of a site based on these metrics, there are still a lot of different variables to consider, including content, content value, readability, which are more important than just the profile of link or the amount of content on the site.

It all comes down to three key areas to consider when rating sites on the quality scale:

  • Goal.
  • Depth of content.
  • Credible sources.

Key elements for site assessment

Audit content from a user’s perspective and be sure to check these critical elements when evaluating a site for link building:

  1. Contents: Written and visual content for blogs, main site content, etc.
    • Sponsored Links: Links to unlabeled money pages with nofollow or sponsor.
    • Navigation: much too general for a blog.
    • No-no keywords: gambling, porn, payday loans.
    • Frequency: messages are rare or old.
  1. Administrator : Do they have advertising and what are the policies?
    • About Us: Links to Money Pages.
    • Administration pages: advertising, guest posts.
    • Info: phone, address, email.
  1. Link Profile: What do the links to the site look like?
    • Excessive Links: Too many links pointing to a page.
    • Low authority: use DA or DR.
    • Irrelevant Links: Links are meaningless for the page.
  1. Paternity: Who is responsible for the main content and the supporting content?
    • Names and signatures: set the administrator or site name.
    • Author page: information about the author.
    • Foreigner: the author is from the target country.
  1. Reputation: Does fatherhood matter?
    • Presence: has a presence.
    • Next: personal, micro-influencer, influencer, news.
    • Commitment: the presence of commitment.
  1. Technical: How do users find and interact with the content / site?
    • Indexed: exists in the index with more than the home page.
    • Geo: the country’s public home.
    • Page engagement: ads, layout, links.

Case study: B2C e-commerce

Do evaluating these key elements help build successful relationships?

It does. In this case study, Rowe’s team looked at the same vital elements and grew a site to over 304,000 sessions per month, an increase of over 1,000%.

How to Evaluate Site Quality for Link Building How to Evaluate Site Quality for Link BuildingImage source: PureLinq

After they started linking, they created over 680 links to this domain across multiple pages.

Key to take away

Proper site assessment will help you determine if the quality meets your needs, and this campaign can be very effective in driving more organic traffic to your site.

These days, a strong link building campaign is an essential part of a well-planned marketing strategy, and most businesses that understand it are the ones that thrive for the long term.

[Slides] How to assess the quality of the site for link building

Here is the presentation:

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Featured Image: ArtemisDiana / Shutterstock