On December 10, Kerboo hosted a webinar entitled “Advanced Link Reclamation” with Alec Bertram, founder of Allotment Digital Marketing, a London-based SEO agency that specialises in helping e-commerce businesses increase their sales from organic search.
Alec shared his experience on advanced link reclamation techniques.
There are two main principles you should follow when constructing your link profile. First, you should get rid of all bad links pointing to your site. Secondly, you need to get all the links your site should already have. The second principle is often overlooked, but it is no less important than the first one, because your site could very well be missing links, which could be ruining its visibility.
Usually, other sites will link to your site because it has a number of linking assets. They may like your content and feel it is relevant to theirs. But you should know that, for every site that links to your site, three others do not. These sites may only mention your site without linking to it. The goal of link reclamation is to find links that you should already have.
When it comes to links, it is important to bear in mind the principle of degradation of link equity.
Every link contributes to this degradation. If you have redirects, your link equity will be degraded just as if you had actual links. In general, every redirect causes a 10 percent loss in link equity. Because crawlers define the most valuable pages according to the link equity they possess, you can understand why it is bad to have multiple redirects. If possible, you should restore your link equity.
Let’s start with technical reclamation. First, you should fix your broken links. In order to do that, locate all of your website’s 404s. Also, you should find all of its 302 temporary redirects. To check your link profile, you can use tools like Ahrefs and Majestic. After you find all broken links, ask the most important sites to change their links. The rest can be 301 redirected.
Lost links are another important issue that might cause too much link equity loss. To find them, Alec advises reviewing your profile with Ahrefs. This tool will show you which links you lost during a selected period of time. In general, links are lost because the page that was linking to your website was either removed or updated. In both cases, you should understand why this happened, and you should probably even reach out to the site to find out how you can help. Sometimes, when a page gets updated, its links are just replaced with ones to better resources. In this case, your only hope of being linked again is to improve your site.
Domain misspellings are another reason for lost links, which is quite easy fixed. First, you should type your domain’s name into a domain name typo generator, which will show you all possible misspellings. The next step is to enter all these domains in Ahrefs’ Batch Analysis tool, so that you can instantly see how many websites are linking to these misspelled domains. To fix the problem, you should email those sites and let them know that they are pointing to the wrong domain, and ask them to fix link. Another way is to simply buy the misspelled domains.
Unlinked brand mentions are another possible reason for loosing link equity. This occurs when people talk about your brand but do not link to it. To fix this problem, enter the name of your brands into ScrapeBox. Exclude your own website so as not to see brand mentions from it, and launch the process. You will get a list of websites that mention your brand. At this point you do not know whether they also link to your site or not. So, you should then run the list through using the Screaming Frog list mode and use the following filter to see if your brand mentions from these sites also contain links to your site:
In the end, you will have a list of non-linkers, so just contact them to say how happy you are that they have mentioned you, and ask them to link to your website. In fact, in this case, linking to your website plays both into your hand and the hands of the authors; so long as they find it relevant to mention you in their article, a link to your website could be useful for their audience.
Another reason that your site might be missing links could be that people have stolen your content or are using some of your linking assets without your permission.
Illegal image usage is one of the most widespread problems. This usually happens with non-commercial sites like blogs or personal websites.
First, identify your image assets:
After that, you can put all these images through Google Image Search one by one, but it is a very lengthy process. Alternatively, you can use Image Raider to speed up that process. You can download all the images you want to trace, and Image Raider will send you reports showing which sites are using your images. Afterwards, you will get a list of websites that you should also run through Screaming Frog to identify non-linkers. Next, you will probably want to whitelist useless sites and not spend any time on them. Cross all matches off your list as well. Your final step should be to get in touch with good sites and ask them to link to you.
Dealing with unauthorised video usage requires all the same basic steps. First, you need to identify sites that are using your videos. If you have your own YouTube channel, you can use YouTube Analytics to get a list of sites that have embedded your videos on their web pages.
If your profile contains lots of videos, you might be better off using Ahrefs to identify all the sites that are using your videos and start building relationships with them.
In terms of link building, it might be useful to measure your content’s offsite performance. For this, you can use Offsite Metrics.
So, all the cases mentioned above are the possible ways you can lose your link equity, and they fall into two major categories. The first case is when people mention your brand without linking to your site. The other case involves stolen content, images or videos. The proven, actionable tips that Alec shared with us during his webinar will help you reclaim your links in all of these situations.