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Deminar: Link Optimization using the Searchmetrics Suite
The document discusses link optimization, emphasizing its importance for improving website accessibility and search engine ranking. It covers tools and metrics like Searchmetrics Page Strength (SPS) and cheirank to analyze internal linking structures and identify valuable pages. Key takeaways include utilizing high SPS pages to enhance link juice distribution and resolving common linking issues.
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Deminar: Link Optimization using the Searchmetrics Suite
- 1. © Searchmetrics. All rights reserved. Do not distribute without permission. Link Optimization Improving theAccessibility of Your Content
- 2. © Searchmetrics. All rights reserved. Do not distribute without permission. Introduction Works with ourenterprise-level clients, specializing in technical optimization Supports large-scale initiatives, such as website migrations and international site optimization Kirby Burke, Jr. Professional Services Manager [email protected] www.linkedin.com/in/kirbyburkejr @KirbyBurkeJr
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- 4. © Searchmetrics. All rights reserved. Do not distribute without permission. About Searchmetrics • Weare an SEO & Content Optimization platform with our own data (Research Cloud) • A data and knowledge repository that contains over 250 billion data elements that are continuously updated like keywords, search topics, social and PPC data—reaching back to 2009. • Variety of customers (F500, enterprise, e-commerce) • Established in 2005
- 5. © Searchmetrics. All rights reserved. Do not distribute without permission. Whyis LinkOptimization Important?• InternalLinks are one of the most important Ranking Factors • Improves UX by making content more accessible to users • Makes pages more accessible to search engines • Helps users and search engines understand the content of pages
- 6. © Searchmetrics. All rights reserved. Do not distribute without permission. HowInternalLinking Works• Links arereferences from one page to another • Links accumulate and pass link juice to other pages on the site • Optimized Internal Linking structure reduces the distance between pages and maximizes the amount of link juice passed between them
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- 8. © Searchmetrics. All rights reserved. Do not distribute without permission. Howto Measure Internal Linking SPS •Searchmetrics Page Strength (SPS) • Measures the amount of link juice on a URL • SPS is passed through internal links from other pages • Similar to Google’s PageRank
- 9. © Searchmetrics. All rights reserved. Do not distribute without permission. Howto Measure Internal Linking CheiRank •Measurement of how effectively a page can pass link juice to others • Based on the number of outgoing links from a page • Pages with high CheiRank are called Hub Pages
- 10. © Searchmetrics. All rights reserved. Do not distribute without permission. LinkBalance CheiRankSPS How well amI linking to my page? How well am I linking from my page?
- 11. © Searchmetrics. All rights reserved. Do not distribute without permission. Number of Internal Links •On average, mobile pages have about 40% less internal links than desktop pages • Most mobile sites have much simpler navigation options
- 12. © Searchmetrics. All rights reserved. Do not distribute without permission. Number of External Links •Both mobile and desktop pages have significantly less external links • External links are valuable if they provide relevance to the user • Too many external links reduce the amount of link juice on the site
- 13. © Searchmetrics. All rights reserved. Do not distribute without permission. Link Optimization Benefits • Identifypages with most and least value • Discover “hub pages” that can push SPS from high to low-value pages • Discover where link juice is being wasted • Identify anchor texts in links that are not focused on relevant terms • Compare to previous results to monitor performance
- 14. © Searchmetrics. All rights reserved. Do not distribute without permission. • Same setupas standard SSO Crawl • Check the “Analyze internal linking” option • Internal Linking Analyses add an additional cost of one Page credit per URL (two credits total) Setting Up Link Optimization
- 15. © Searchmetrics. All rights reserved. Do not distribute without permission. • Scatter plotof SPS compared to other key metrics to answer: - Can pages with traffic potential be better linked? - Are my hub pages adequately linked? - Are my high-traffic pages well linked? - Are my important pages sufficiently linked? URLs by Performance
- 16. © Searchmetrics. All rights reserved. Do not distribute without permission. • Page Level= How many clicks pages are from the homepage • Page Level should be 3 or less • Includes average of incoming & outgoing links at each Page Level • Increase outgoing links from lower level pages to higher level pages Pages and Links per Level
- 17. © Searchmetrics. All rights reserved. Do not distribute without permission. • Broken Links •Redirected Links • Nofollow Links • Poorly Linked Pages • Pages Wasting Link Juice • Unfocused Anchor Texts Linking Issues
- 18. © Searchmetrics. All rights reserved. Do not distribute without permission. • Page-level analysesof how pages are linked - SPS - CheiRank - Inbound & Outbound Links - Traffic Index - Link Flow - Anchor Texts URL Details
- 19. © Searchmetrics. All rights reserved. Do not distribute without permission. • Any updatesto Internal Linking can impact site performance • Use Events to annotate changes in the Project setup • Events will be displayed on other reporting Project Events
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- 21. © Searchmetrics. All rights reserved. Do not distribute without permission. Takeaways • Internal LinkingAnalysis provides insights about how accessible content is to users and search engines • Leverage pages with high SPS and CheiRank to push link juice to important pages on the site • Use Link Balance to optimize number of incoming, outgoing and external links • Ensure significant content is in Page Level 3 or less • Resolve issues with specific links (broken links, redirects, etc.) • Optimize anchor text in links to maximize the authority passed to target pages
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