SEO Workflow

This guide will lead you through the main SEO

activities to help you efficiently organize your SEO
process and achieve top rankings that will generate
more sales.

The guide is meant for SEO PowerSuite users, so it

tells where to find or enter data in the SEO PowerSuite
tools.

However, the SEO advice you get here will certainly

help even if you’re not using our tools yet.

To try SEO PowerSuite, just download the free

version at http://www.link-assistant.com/download.html
 SEO Workflow

Contents
Create a winning SEO campaign (your SEO PowerSuite workflow explained) 3

Find the most profitable keywords (with the help of Rank Tracker)  11

Monitor search engine rankings (with the help of Rank Tracker) 20

Fix all technical issues on your site (with the help of WebSite Auditor) 32

Optimize your landing pages (with the help of WebSite Auditor) 40

Run an in-depth backlink audit (with the help of SEO SpyGlass)48

Build quality links (with the help of SEO SpyGlass and LinkAssistant) 61

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Create a winning SEO campaign

(your SEO PowerSuite workflow explained)

SEO PowerSuite is a comprehensive pack of 4 SEO tools, each dealing with a

particular aspect of SEO. The package has all you need to get top search engine
rankings and see your traffic and sales boost. Check out the step-by-step guide
below to create an SEO campaign that’s a smashing success — and a snap.

1. Find your target keywords

Decide on the keywords you’ll be building your SEO campaign around.

Step 1: Get keyword ideas. Run Rank Tracker and follow the Wizard’s
instructions to create your first project. Switch to the Keyword Research
workspace, and press to have hundreds of great keyword ideas
generated for you with the use of over a dozen keyword research methods.

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Step 2: Pick keywords with most profit-generating potential. Look at your

keywords’ KEI (Keyword Efficiency Index) to choose the most profitable keywords.

The terms with a green KEI are frequently searched for and have pretty low
competition. Simply put, these can bring you lots of visitors — while being
comparatively easy to rank for.

2. Check your website’s rankings

Run a ranking check to see where your website currently stands.

Step 1: Select your target search engines and run the check. Press
in Rank Tracker and choose your target search engines to see your website’s
current ranks for the selected keywords.

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Step 2: Identify keywords you need to focus on. Take a look at your current
ranks — you may be ranking well for some terms already. Spot keywords your
website doesn’t rank high for, and concentrate your SEO efforts on those.

3. Detect on-site issues and fix them

Run a site audit to reveal errors and warnings that are holding your rankings
back.

Step 1: Scan your website. Run WebSite Auditor and enter your website’s URL
to start the analysis.

Step 2: Find your site’s weak spots. Take a close look at the factors with
error and warning statuses. Switch between Details and Recommendation to see
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problem pages and get tips.

Make sure you fix errors and deal with warnings accordingly to make your
website search engine friendly.

4. Optimize your landing pages

Create relevant, keyword-rich content using specific optimization tips.

Step 1: Analyze your pages. Go to the Content Analysis module in WebSite

Auditor, select the page you’ll be optimizing, and enter your keywords. Let the
software run a quick analysis of your page to get your page’s current
optimization rate, details on keyword usage and other SEO stats.

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Step 2: Follow optimization instructions. Pay attention to any factors with an

Error or Warning status. Switch to the Competitors tab for details on how your
top-ranking competitors are optimizing any given page element, and the
Recommendation tab to get specific, keyword- and page-targeted advice on how
to improve your page’s optimization.

5. Eliminate harmful links

Examine your backlink profile and get rid of the links that are dragging your
rankings down.

Step 1: Evaluate your backlink profile. Run SEO SpyGlass and enter your
website’s URL to collect your backlinks.

Go to the Link Penalty Risks tab, select your backlinks, and hit to see if
some of them may be doing your website more harm than good.

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Take a closer look at links with a penalty risk over 40% and examine these pages
to decide which of the links need to be removed.

Step 2: Get rid of bad links. If possible, reach out to webmasters of sites
spammy links come from, asking them to take the links down. If there’s a large
number of harmful backlinks in your profile, or if outreach proves ineffective, you
can tell Google to ignore these links by disavowing them.

To generate a disavow file in SEO SpyGlass, select the links you want to disavow,
right-click them, and hit Disavow backlinks. Go to Preferences -> Disavow/Blacklist
Backlinks to review your disavow file, and hit Export to save it on your computer
when it’s ready.

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6. Build quality links

Expand your link profile with relevant, high quality backlinks.

Step 1: Discover link prospects within competitors’ backlink profiles. Create

projects in SEO SpyGlass for your best ranking competitors to see where they
got their backlinks from. In a competitor’s project, hit to analyze their
backlinks’ quality. Pay attention to backlink authority factors like Page and
Domain PR (or Moz’s PA/DA), Domain Age, Link Value, etc., and identify top link
sources. Export your shortlisted links through File -> Export or by copying them
to a spreadsheet. Submit the file you created to Google Disavow Tool, and
voila - Google will know which links to ingore when deciding on your website’s
authority.

Run LinkAssistant and create a project for your site. Use the File ->Import option
to load the link sources you’ve exported from SEO SpyGlass.

Step 2: Find more potential link partners. To find even more link partners
using advanced search methods, hit in your LinkAssistan project.

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Step 3: Reach out. In your LinkAssistant project, click to contact

potential partners and inquire if there are link opportunities available, such as
guest posts, listings in quality business directories, or others.

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Find the most profitable keywords

(with the help of Rank Tracker)

Discover traffic- and sales-generating keywords that are easy to rank for

Looking for a product or service, your potential customers turn to search

engines. They type in a search term, or a keyword, and find your site in the top
results — provided you’ve invested some serious SEO effort into this particular
term.

But as people’s habits vary, they can use hundreds of different word
combinations to describe one and the same thing. That’s why the starting point
of any SEO campaign is finding all keywords people may use and picking the best
ones to focus your SEO work on. Here’s how the process goes:

Step 1: Decide on your seed keywords

Seed keywords are terms that will be used as base keywords in your keyword
research. Rather than coming up with the terms yourself, you can get your seed
keywords collected in Rank Tracker right upon project creation from Google
AdWords and Analytics.

How-to: Let Rank Tracker do the initial search. Run Rank Tracker and create
a project. Click Authorize Google AdWords Account at Step 2 and enter your
credentials for Rank Tracker to fetch keyword suggestions that are relevant
to your site’s content. Hitting Authorize Google Analytics Account will get you
keywords right from Google Analytics — the ones that are already bringing you
traffic. Click Next once access has been authorized — you’ll now see a list of 30
keywords, fetched right from AdWords and Analytics.

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Tip: Think of your own keyword ideas. Consider adding 5 to 10 phrases

yourself. Think of the words that best describe what your product is or does
— keywords you think customers could use to search for your site in search
engines.

Let’s say your website sells digital cameras — in that case, your seed keywords
could be digital cameras, buy cameras online and online camera store.

Step 2: Get keyword ideas

Once you’ve created your project, continue the research to get a comprehensive
keyword list.

How-to: Use Rank Tracker’s powerful research methods. Select one or

several of your seed keywords from you Rank Tracker workspace. Than press
and select a research method that will be used to get suggestions.

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Rank Tracker will search for new keywords based on the seed keywords you’ve
selected.

Tip 1: Use multiple research methods. Repeat the process for other research
methods if you feel you could use more keyword ideas — each method will
generate new suggestions.

Google Autocomplete, Yahoo! Search Assist will give you suggestions

from Google and Yahoo! search boxes.

Competition Research will harvest keywords from your top-ranking

competitors’ meta tags.

SEMRush will provide keywords from its own unique keyword database.

Word Mixer will shuffle up the keywords you’ve entered to build many
more variants of key phrases.

Tip 2: Pay attention to long-tails. If you’re looking for some long-tail keywords
(longer, more specific keyword phrases), you should definitely give Google
related searches a try. This research method produces keywords that are 1
word longer than your original keyword — perfect for long-tails!

Step 3: Add local modifiers and brand names

Some of the keyword suggestions you just got may appear way too general
— especially if you’re just starting out on the web. It’s a good idea to make the
keywords more specific and relevant to your particular business — by combining
them with local modifiers and brand names for example.

How-to: Make use of Word Combinations method. In your Rank Tracker

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project, copy all keywords you’ve got by now. Hit again, and select
Word Combinations from the list of research methods. Paste your keywords into
the field on the left, and enter the relevant brand names and/or locations in the
field on the right — these will be added to your keywords.

Tip: Pick what’s truly relevant. Go through the list and remove the terms that
you feel aren’t very relevant to your product or service, and keep the rest —
effective as they are, automated keyword research tools are no humans, so the
results need to be double-checked.

Step 4: Determine keyword efficiency

When you’re starting your keyword research, the two crucial factors to look at
are keyword demand (aka number of searches) and competition. The former is
the number of times the keyword is searched for monthly, and the latter is the
number of sites competing for the term in search engines’ listings.

Search volume to competition ratio lies in the basis of Rank Tracker’s KEI
(Keyword Efficiency Index) formula. The index will let you quickly single out
keywords that can bring you lots of visitors — while being comparatively easy to
rank for.

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How-to: Analyze the KEI column. Take a closer look at the KEI column to spot
the most efficient terms. If KEI has not been checked for some of your keywords
yet, hit .

Tip 1: Avoid the highest competition. If you are just starting out on the web
with your website, you’ll probably want to remove all keywords with extreme
competition values (even if the KEI is good) — at least for now. With millions of
sites competing for rankings for a given keyword already, it’ll take you a good
while to rank high for the term.

Tip 2: Select keywords with the best KEI out of the remaining ones, and get
rid of the ones with the worst — these are the terms with crazy competition and
not-so-many monthly searches, so optimizing for them is hardly worth the effort
at this point.

Step 5: Check keyword difficulty

By now, you are probably looking at a list of terms with promising KEI values and
relatively low competition. It’s time to calculate Keyword Difficulty and see if the
competition is not just low in numbers, but also not that high in quality. Keyword
Difficulty will let you estimate the work required to get your site to show up in
the top results.

How-to: Switch to the Keyword Difficulty tab. Click on the keyword you’d like
to check Difficulty for, navigate to the Keyword Difficulty tab in Rank Tracker’s 15
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lower screen, and hit to calculate the value. The higher the score, the
more SEO work it’ll take for you to unseat your competitors.

Tip 1: Shorten the list according to keyword difficulty. Consider getting rid of
the terms with Keyword Difficulty over 70, especially if big solid sites are ranking
in the top 10 for those.

Tip 2: Analyze individual competitors’ scores. Take a look at competitors’

individual scores and go through the detailed SEO analysis of each site to
uncover your competitors’ strengths and weaknesses and see what it is exactly
that makes them rank high for the term.

Tip 3: Use tags to easily browse your keywords. By right-clicking your

keywords and selecting Add tags to selected records, assign tags to your keywords
according to their Difficulty score. You’ll probably want to start optimizing for the
easy ones first and save the more difficult terms for later.

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Step 6: Check keywords’ profit-generating

potential
Not all keywords are created equal. Some may seem appealing when you look
at their search volume, but here’s the twist: most of the frequently-searched-for
terms are purely informational. While ranking for these will surely attract visitors
to your site, they are unlikely to bring you the sales you’re after.

The trick is, you need to concentrate on keywords that sell. A lot of the selling
keywords have commercial intent formulated within the keyphrase itself: take
buy cameras or digital cameras deals. Others are not so transparent — like best
digital cams or digital cameras reviews — people typing such queries into search
bars are looking to buy a camera, but they haven’t quite decided on the product
and the seller yet.

How-to: Analyze buying intention. Go through your keyword list in Rank

Tracker and ask yourself about every term: Is the searcher ready to buy? If the
answer’s a definite “yes”, then you are looking at a Buy Now keyword — these
guys tend to convert like crazy.

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Tip 1: Use Cost Per Click data. Take a look at the Cost Per Click column in Rank
Tracker’s SEO and PPC Analysis tab to find which of your keywords will convert
better than others.

Google AdWords’ Cost Per Click gives you a pretty solid idea of how well a term
converts — basically, the higher the cost, the better it’ll sell. It’s pretty intuitive —
the more an AdWords advertiser is paying per click, the more valuable that traffic
must be for them. Click on the header of the CPC column to sort your keywords
by their Cost Per Click — and their potential conversion rate.

Tip 2: Use tags to classify your keywords by type. This lets you easily navigate
between different kinds of keywords in your project. Simply select the keywords
you’d like to assign a tag to, right-click the selection, and hit Add tags to selected
records.

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You’re all set to start optimizing!

Congrats — you’re done with keyword research! In the perfect world, you’d be
looking at a list of high-KEI, low-difficulty Buy Now keywords, but — bummer! —
the SEO world is no bed of roses. That keyword that screams ‘Profit, profit, profit!’
has a difficulty score close to 100, and that one with a promising KEI is unlikely to
ever lead to a sale. Ugh, where do you start? The answer’s simple: start small.

1. Stick with the keywords with lower difficulty scores first — most probably,
those won’t be the outright Buy Now kind of terms, but they may well have some
profit-generating potential anyway. Think digital camera descriptions, or camera
brands. The customer’s looking for information — so they can make up their
mind on a certain product and probably make the purchase. That’s where you
step in — give them the info they are looking for (and perhaps a tiny little push)
so that they stick around on your site and hopefully end up placing an order.

2. Once your site has gained search engines’ trust and respect, and you have
grown more SEO-savvy, you’ll be able to move on with keywords with more
selling potential (thank God you tagged them!), higher difficulty scores and
competition values — after all, the big top-10 guys were once out of the top 100
as well!

Remember, doing thorough research and seeing results will take some time, but
it always (as in, always) pays off.

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Monitor search engine rankings

(with the help of Rank Tracker)

Run accurate ranking checks and track the progress you make over time

Now that you’re done with your keyword research and have a nice list of
promising keywords in your hands, it’s time to get right down to tracking your
site’s rankings. Sounds simple, eh? Well, checking positions itself is no rocket
science. But before you get to the actual rank tracking, there’s some prep you
need to do, as you’ve got to be sure you’re tracking the right stuff, the right way.

Step 1: Select your target search engines

First things first, you need to decide on the search engines you’re looking to
achieve top rankings in with the help of your SEO campaign. Before you do
that, think of your target audience — the visitors you’d like to win over. If you’re
thinking about attracting international visitors, Google.com, Yahoo.com, and
Bing.com are definitely your top three choices. If your target visitors are from a
specific country or area, you’ll need to find what the major search engines for
that location are — and set them up in Rank Tracker.

How-to: Set up your target SEs. Run Rank Tracker and open your project. Go to
the Preferences -> Preferred Search Engines and select your target search engines
from the list of over 300 supported ones.

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Step 2: Decide on your landing pages

Simply put, a landing page is a page that you’d like your site’s visitors to ‘land’ on
— and a page you’d like to rank in search results for a given term. You can hardly
have one and the same page optimized for all your keywords, so you’ll need to
look through your list of keywords carefully and decide which page is the best
fit for each word or phrase. That page’s content should be useful and engaging
and, most importantly, relevant to the term — ensuring that the searcher finds
exactly what they’re looking for on your landing page, and sticks around your site
rather than bounces back to the search results.

Making sure the right pages are ranking for the right keywords is an
indispensable part of rank tracking, and (lucky you!) Rank Tracker offers a simple
way to do that.

How-to: Match your keywords with landing pages. In Rank Tracker, go to

Preferences > Match keywords to URLs. To create a keyword-to-URL match,
simply press the button, select the keywords matching the page, and click
OK.

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Whenever the wrong page comes up in the search results, you’ll see the page’s
URL highlighted in your Rank Tracker workspace.

Tip: See if any of your pages rank for your keywords already. If one of your
site’s pages ranks for a given keyword already, it may be a good idea to work on
that page’s content instead of trying to get a brand new page to rank. After you
run a ranking check in Rank Tracker, see if any of your pages are ranking already
for some terms — and keep on optimizing those to take them to the top.

Step 3: Specify your target location

[Skip this step if you are tracking rankings for your own location — in this
scenario, you’ll get accurate geo-specific ranks in Rank Tracker by default]

If your target location is different from where you actually are, or if you need to
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Rank Tracker’s Advanced Search Settings.

How-to: Set up the location in search engines’ settings. In Preferences >

Preferred Search Engines, hit the button next to one of the search engines
you target. You’ll see an advanced settings window, offering you to set up a
number of language and location settings. Type in your target location in the
Preferred Location field, and hit OK to save your choice.

Repeat if you’re targeting several locations.

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Back in your Rank Tracker workspace, you’ll need to add respective columns
for the custom, geo-specific versions of search engines you just selected. To do
that, right-click the header of any column, select the columns you need to add
from Available columns on the left, and double-click each one to move it to Visible
columns.

Step 4: Set up Universal Search results’ tracking

If you’d like to track your site’s positions in Universal Search results, like Places,
Videos or Images, along with the organic listings, you can set that up in Rank
Tracker’s settings.

How-to: Enable Universal Search. Go to Preferences > Rank Checking Mode in

Rank Tracker and check the Use Universal Search results box.

Whenever your site is found within any of the Universal blocks as you check your
rankings, the rank will be displayed as 2 numbers: the first number reflecting the
rank of the Universal search block itself, and the one in brackets — the rank of
your website within the block.

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Step 5: Add competitors’ sites

Along with your own site, you’ll probably want to track competitors’ rankings —
so that you can see exactly how you compare to them, and how your online
rivals’ ranks change over time.

How-to: Specify your competitors’ URLs. Go to Preferences > Competitors in Rank

Tracker, press to add a competitor, and fill in the competitor’s details.

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In your Rank Tracker workspace, you’ll be able to include or exclude competitors’

data from the tables and graphs by simply clicking Show Competitors.

Step 6: Set up the preferences

Do you need to check search engines’ top 100 results for your ranks — or
maybe top 50 or just the top 10? If your site is found in SERPs for a given term
more than once, would you want to see all of the site’s rankings for each
keyword, or are you only interested in the highest rank? In Rank Tracker, you
can set these options up — along with other useful prefs.

How-to: Set up the rank checking mode. Go to Preferences > Rank Checking
Mode and specify whether or not you’d like to track multiple results per keyword.
Here, you can also set the number of results you need checked.

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Tip: Adjust the search safety settings. As you probably know, search engines
can be sensitive to automated requests, throwing in CAPTCHAs and occasionally
even blocking IPs to prevent their servers from overload with queries sent
by robots. In Preferences > Search Safety Settings in Rank Tracker, you’ll find a
number of prefs that will help you stay search engine-friendly and keep your IP
undetected as you check your ranks. If you check rankings regularly for a project
with up to 100 keywords, we recommend using the following combo of settings.

In Preferences > Misc Global Settings, reduce the number of simultaneous

tasks to 3 or 4.

In Preferences > Search Safety Settings > Human Emulation, check the first two
boxes.

In Preferences > Search Safety Settings > CAPTCHA Settings, check the ‘Show
CAPTCHA when queries are blocked’ box.

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For bigger projects and more frequent ranking checks, you may want to consider
using an anti-CAPTCHA key in Preferences > Search Safety Settings > CAPTCHA
Settings and/or a list of reliable private proxies in Preferences > Search Safety
Settings > Proxy Rotation.

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Step 7: Check the rankings

Now that you’re done with the prep, you can (finally!) start what you came here
for (just to remind you: that’s tracking your site’s positions in search engines).

How-to: Check ‘em! In your Rank Tracker workspace, click to update

your site’s positions in your target search engines. Once you’ve checked your
positions more than once, you’ll see a Difference value calculated to reflect your
ranking progress.

You’ll also see your progress graph changing (hopefully upwards) over time to
give your ranking growth a visual form.

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Tip 1: Set a date for comparison. Click to select which results you
want your current ranks to be compared against — or even set a custom date for
comparison.

Tip 2: Schedule your ranking checks. Rank Tracker gives you an option of
automating your ranking checks so that you don’t have to run them manually
each time. To set scheduled check-ups, go to Preferences > Scheduler, and click
to create a new scheduled task.

Go through the steps, selecting the type of the task, the projects it will run for,
and the task’s time and regularity.

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You’re a rank checking Pro now!

Congratulations! With a list of efficient keywords and your rankings checked, you
can now get down to tracking the amazing progress your site’s about to make in
SERPs.

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Fix all technical issues on your site

(with the help of WebSite Auditor)

Do away with tech problems that are holding your rankings back

It’s important that you spot and eliminate technical problems on your site before
they grow into an SEO problem. Otherwise, apart from creating a not-so-smooth
user experience for your visitors, you also risk losing your search engine rankings
— or even not getting your whole site crawled and indexed by search engines at
all!

That is why before you start optimizing your pages for target keywords, you need
to run a comprehensive site audit to identify and fix issues that can cost you
search engine ranks.

Step 1: Run a site scan

Before you get down to fixing the issues, let WebSite Auditor scan your website
to collect all of its pages — to make sure the analysis you do later on is 100%
complete and none of the problem spots are left unnoticed.

How-to: Collect your site’s pages. Run WebSite Auditor and enter your
website’s URL to start the scan.

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Depending on how large the site is, you may have to hang on for a couple of
minutes until all pages have been scanned.

Step 2: Check crawlability and indexing issues

It’s crucial that users and search engines can easily reach all the important pages
on your site. If your site is hard to crawl and index, you’re probably missing out
on lots of ranking opportunities; on the other hand, you may well be willing to
hide certain parts of your site from search engines (say, pages with duplicate
content).

The main aspects to pay attention to are proper indexing instructions in your
robots.txt file and proper pages response codes.

How-to: 1. Check if your robots.txt file is in place. If you’re not sure whether
you have a robots.txt file or not, check the status of the Robots.txt factor in Site
Audit.

2. Make sure none of your important pages are blocked from indexing. If
your content cannot be accessed by search engines, it will not appear in search
results, so you need to check the list of pages that are currently blocked from
indexing, and make sure no important content got blocked by occasion.

Switch to Pages restricted from indexing section in Site Audit to revise which of your
pages are blocked by:

the robots.txt file itself

the “noindex” tag in the <head> section of pages

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the X-Robots-Tag in the HTTP header

3. Revise your robots.txt file (or create it from scratch). Now, if you need to
create a robots.txt file, or fix its instructions, simply switch to the Pages module
and click . In the menu that pops up, you can either fetch your robots.
txt from server to revise it, or create a robots.txt file from scratch and upload it
to your website.

4. Take care of your pages’ response codes. Indexing issues can be also caused
by HTTP response codes errors. Under Indexing and crawlability in the Site Audit
module, go through Pages with 4xx status code, Pages with 5xx status code, and 404
page set up correctly. If any of the factors have an error or warning status, switch
between Details and Recommendation to see problem pages and get how-to’s on
fixing them.

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Tip: Check pages’ cache dates in Google, Bing, Yahoo. Click the Website tab
and find 3 columns — Cache date in Google, Cache date in Yahoo and Cache date in
Bing. If you spot too old cache dates or no cache data at all, mark these pages for
deeper analysis.

Step 3: Fix redirects

Redirects are crucial for getting visitors to the right page if it has moved to a
different URL, but if implemented poorly, redirect can become an SEO problem.

How-to: Check pages with 302 redirects and meta refresh. Under Redirects in
Site Audit, see if you have any 302 redirects or pages with meta refresh.

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A 302 is a temporary redirect, and though it’s a legitimate way to redirect your
pages in certain occasions, it may not transfer link juice from the redirected URL
to the destination URL.

A meta refresh is often used by spammers to redirect visitor to pages with

unrelated content, and search engines generally frown upon the use of meta
refresh redirects.

Using any of these methods is not recommended and can prevent the
destination page from ranking well in search engines. So unless the redirect
really is temporary, try to set up permanent 301 redirects instead.

Step 4: Brush up the code

Coding issues can be an SEO and user experience disaster, affecting your
pages’ load speed, the way they are displayed in different browsers, and their
crawlability for search engine bots. So the next step of your site’s audit is to make
sure your pages code is free from errors, is perfectly readable to search engines
(not hiding your content with frames) and is not too “heavy”, skyrocketing your
page load time.

How-to: Make sure no pages use Frames, contain W3C errors, or are too big.
You’ll find this data under Encoding and technical factors in Site Audit.
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For any factors with an Info, Warning, or Error status, go to Details to explore the
problem pages, or press Recommendation to see how to get the issue fixed.

Tip: See if your site is mobile-friendly. The Mobile-friendly factor shows

whether or not the site’s homepage passes Google’s mobile friendliness test.
Mind that failing that test can cost you losing positions in Mobile search — and
that may mean a sharp decrease in traffic.

Step 5: Take care of URLs and links

It’s important that your URLs are user- and search-engine-friendly so that visitors
and crawlers alike can easily tell what the page is about by its URL address.
Similarly, your links (both internal and external) need to be consistent and set up
correctly.

How-to: Look out for unreadable URLs and dead links. Check URLs and Links
in the Site Audit module and make sure you fix URLs that are too long, repair all
broken links, and consider removing external links from pages with too many of
them.

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Tip: Try to only use dynamic URLs when necessary. Even though the days
when search engines couldn’t read and index dynamic URLs are far gone, it’s still
true that dynamic sites are spidered slower than static sites. Additionally, you
won’t always be able to use relevant keywords in dynamic URLs — and thus the
page’s contents won’t be clear to search engines and visitors from the URL.

Step 6: Optimize your titles and meta descriptions

Through your title and meta description tags you can inform search engines
what your pages are about. A relevant title and description can help your
rankings; additionally, the contents of these tags will be used in your listing’s
snippet in the search results.

How-to: Avoid empty, too long, or duplicate titles and meta descriptions.
Check the On-page section of the Site Audit module to see problem pages, if any,
and get info and tips.

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You’re done with the tech part!

Congrats — you’ve fixed all technical issues that may have been holding
your rankings back (and that in itself puts you ahead of so many competitors
already!). It’s time you moved on to the (more) creative part, namely creating and
optimizing your landing pages’ content.

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Optimize your landing pages

(with the help of WebSite Auditor)

Optimize your HTML & create the right content for better rankings

If you followed our guide on keyword research, you probably already have a nice
list of target keywords on your hands, as well as the URLs of landing pages you’ll
be optimizing for these terms. That means you’re all set to start creating some
great content to make sure search engine bots understand what your landing
pages are about, acknowledge their value, and give them a high ranking in
search results. Sounds simple? Well, on-page SEO really is no rocket science, but
it does require some effort and patience on your part. In this guide, we’ve split
the process of landing page optimization into 6 actionable steps to make it as
smooth and straightforward as possible.

Step 1: Determine the status quo

Before you start optimizing a landing page for your target keywords, you’ll need
to determine how well it is optimized at the moment, and which specific areas of
on-page SEO you should focus on in the first place.

How-to: Scan your landing page. In your WebSite Auditor project, go to the
Content Optimization module, and select your landing page from the list of the
site’s URLs. Type in the keywords you’re optimizing the page for, and select a
target search engine. In a moment, you will see a dashboard populated with all
kinds of optimization stats, and an overall optimization score to show you just
how well-optimized your landing page is compared to top-ranking competitors.

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Step 2: Work on your title tag

SEO-wise, the title tag is one of the most important page elements. It lets search
engines know what your page is about, and the tag’s contents are commonly
used as part of your listing’s snippet is search results. If the page has no title
tag, search engines will fill the snippet with content they’ve picked on their own,
which may not appear appealing to searchers and result in lower click-through
rates.

How-to: 1. Use a title that is concise, to the point, and includes your
keywords. Go through the Title section of WebSite Auditor’s Content
Optimization dashboard, and make sure the title tag of the page you’re
optimizing is up to 55 characters long (so that it can fit in the snippet) and
contains your target keywords.

2. Avoid keyword stuffing. If some of the keywords are used more than once
in your page’s title, go to Keywords in title and check with the Keyword stuffing
column to see if your page is at risk of appearing spammy to users and search
engines.

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3. Make sure you only have one title. The Duplicate <title> tag section of
Content Optimization shows if the page has more than one title tag — several
titles on the same page will almost definitely confuse search engines.

If any of the optimization factors under the Title section have a Warning or
Error status, follow WebSite Auditor’s instructions and eliminate the issues
immediately.

Tip 1: Employ techniques that are proven to work. If you haven’t decided
on the contents of your title tag yet, go to the Competitors tab in the Keywords
in title section to see how your 10 top-ranking rivals optimize their titles — and
maybe borrow some of their tried and tested tactics. In this tab, you’ll see stats
like keyword count, keyword density, and total word count in your competitors’
titles, as well as the exact wording of their title tags. You’ll also find competitor
averages for these values, as well as the min and max total word count, keyword
count and density among your rivals.
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Tip 2: Place keywords at the beginning of your title when you can. The closer
your target keyword is to the beginning of your title tag, the more keyword-
relevant your page will be considered by search engines. Try to always start your
title with your keywords to emphasize their importance.

Tip 3: Mention your location in the title to help local SEO. If relevant, include
the name of your town or state in your title tag to show search engines which
geo-specific searches your listing is most relevant to.

Step 3: Brush up your meta description

Just like the title tag, meta description is an important indication to search
engines of what the page is about. Meta descriptions are often used as preview
snippets for sites’ listings in search results — so for pages with no meta
descriptions, the snippet will include the content picked by search engines, which
may be unclear and unappealing to searchers.

How-to: Create a meta description that is in line with SEO best practices.
Under the Meta tags section in WebSite Auditor’s Content Optimization dashboard,
make sure your description includes your target keywords (but isn’t overstuffed
with them), is up to 155 characters long, and is not duplicated by another meta
description tag.

Tip: Use tailor-made advice on writing meta descriptions. If you feel like you
could use a couple of examples of meta descriptions that work in your niche,
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switch between the Competitors and Recommendation tabs to see how your
top 10 rivals optimize their meta description tags, and get specific guidelines on
writing yours.

Step 4: Create your killer content (and don’t forget

the keywords!)
We can’t stress it enough: it is über important for your content to be valuable and
unique, and creating pages that are engaging and useful to the reader should
always be your primary goal. However, clever use of keywords in your content
is also important — it lets search engines understand which search queries that
content is most relevant to. Remember to use keywords naturally though, as
human visitors should always be your top priority.

How-to: Use keywords in the page’s body cleverly. Under the Body section in
WebSite Auditor’s Content Optimization, check Keywords in Body to see how many
times your target keywords are used within the page’s body tag. In Word count
in <body>, make sure your text’s size is within the recommended min and max
values. Next, go to Keywords in H1 to see if the page’s most important heading
tag includes your keywords. It’s strongly recommended that it does — search
engines use this tag to associate pages with certain topics, so make sure your
H1 clearly states what the page is about. If any of these factors have an Error or
Warning status, you’ll get specific recommendations on keyword usage in the
Recommendation tab, based on the content of the pages that rank in top 10 for
the term.
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Tip 1: Emphasize your keywords. When the context allows you to, stress your
keywords by bolding, italicizing, or using them in H2-H6 tags — search engines
are likely to pay more attention to these parts of your content. Keywords used
in link anchors are also a good idea. Go through the respective parts of the Body
section in Content Optimization to see if you could add extra emphasis for certain
keywords.

Tip 2: Learn from the best. Every part of the Body section in the Content
Optimization module lets you switch to Competitors to see exactly what each of
your top 10 rivals are doing. If you feel you could use some ideas on keyword use
in the content you’re creating, it’s a great place to start.

Step 5: Use the right alt texts for images

Search engines can’t analyze images or read text off them — so your images’
alternative attributes are a way of telling search engine bots what the image is
about.

How-to: Use relevant keywords in the alternative text. Under the Images
section, see if any of your images lack alt text (Empty ALT texts), and how often
your keywords are used in the alternative attributes on the page (Keywords in ALT
texts). It’s recommended that all of your images have alternative text, and that
relevant keywords are used within it when possible. You can also see all alt texts
found on the page and the actual image each text is associated with.
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Step 6: Go through technical factors

Although you’ve (hopefully) already run a full site audit with the help of
this guide, quickly double-checking the tech side of the specific page you’re
optimizing won’t be superfluous — especially given that you made some changes
to your HTML in the previous steps, when you were optimizing different page
elements for your keywords.

How-to: Make sure the page is fully crawlable and readable. Go through Page
availability to see if anything could be making the page problematic to access.
The Encoding and technical factors will show you if there are any issues in your
code that may make the page harder to crawl, and its content harder to read.
The URL section will tell you whether the URL is user- and search engine friendly.
Under Links, you’ll immediately see if there are any broken links on the page, and
whether or not it’s got too many links overall, or too many do-follow external
links specifically.

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You’re an optimization guru!

You’ve just completed the full process of page optimization. With all your page
elements optimized for your keywords and your content all around brilliant, your
landing page is probably a perfect example of on-page SEO done right. Now it’s
time to go off-page and audit your website’s backlinks!

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Run an in-depth backlink audit

(with the help of SEO SpyGlass)

Discover all links to your site & get rid of the ones that are hurting your
rankings

Backlinks are one of the most important ranking factors to search engines. And
it’s a pretty simple idea: the more reliable, relevant resources link to a page,
the more useful and valuable that page must be (and the higher rankings it
deserves). Similarly, ‘bad’ backlinks (links from spammy or irrelevant sources)
are treated as indicators of poor quality, diminishing the page’s value and
authority in search engines’ eyes and often resulting in ranking penalties. This
is why evaluating the status quo and auditing your site’s backlink profile is the
first off-page step to take. It’s crucial that you do that before you even consider
a link building campaign — this way you’ll be able to eliminate all links that may
threaten your rankings, and then start clean with building fresh, high-quality
links.

Step 1: Get the most complete list of your

backlinks
To run a comprehensive and accurate backlink audit, you should definitely start
with getting a complete list of webpages that presently link to your site.

How-to: 1. Find backlinks with SEO SpyGlass. Run SEO SpyGlass, enter your
website’s URL and let the software collect all your backlinks.

2. Import backlinks from Google Webmaster Tools. If you already have

your own list of backlinks — from any other link research tool or from Google
Webmaster tools, you can import them into the project in CSV file.

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Just go to File -> Import menu:

Tip: Check if all the links are still in place. Sometimes link databases can’t
keep up with all the changes on the Web, and some backlinks that no longer
exist in reality are still kept in their indexes. Thus, when you check your site’s
backlinks, you may have some non-existent backlinks messing up your list. These
links can’t affect your site rankings and would simply waste your time on useless
checking and analyzing.

That’s where SEO SpyGlass’ real-time link checks come in handy. In the Links Back
column, you can see whether each link is indeed found on the page (Yes), or if it
has been removed from the page (No).

If there are any links with a No status in your project, you can safely remove
them from the project completely (right-click the link and hit Remove backlinks
from project) to make sure you aren’t wasting your time on analyzing them.

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Step 2: Assess your backlink profile as a whole

A link profile is made up of individual links — but before you look into the
details of each of your links individually, you need to understand how they are
performing together, and identify the core strengths and weaknesses of your link
profile as a whole.

How-to: Analyze crucial domain profile stats.

Switch to the Summary section of the Backlink Profile module in SEO SpyGlass.
Here, you’ll find your total number of backlinks and a wealth of important stats
about them.

1. Compare your Total Links vs. Linking Domains. The total number of
backlinks your site has is a good starting point in understanding how strong your
backlink profile is. Yet multiple links coming from one and the same domain are
considered to have lower value, so unique linking domains are typically a more
reliable metric than link count.

Your link profile will obviously have considerably more total links than linking
domains, but your aim is to have as even a ratio as possible.

2. Check the dofollow vs nofollow ratio. While it’s true that nofollow links do
not have SEO weight, a natural link profile can’t consist of dofollow links only, so
your best option is to have a natural mix of nofollow and dofollow links.
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If nofollow links prevail in your backlink profile, it’s a signal to rethink your link-
building strategy and try to focus on acquiring more SEO-valuable dofollow links.

If there aren’t any nofollow links in your profile, this may be a flag that your
links were acquired in an unnatural manner and you need to further investigate
your profile for other traces of spammy techniques.

3. Analyze how many backlinks are coming from homepages. As the

homepage is the most authoritative page of a website, links appearing there can
be easily deemed as paid links — especially if their number is excessive.

If links from homepages considerably exceed links from internal pages in your
link profile, pay extra attention to these links and make sure they were built
naturally.

4. Check backlink countries. When it comes to backlink countries, just like with
other aspects of link audit, you should keep in mind your links’ diversity. Yet the
rule of a thumb is that if you optimize your website for a specific geo-location,
your aim is to get maximum location-relevant backlinks.

Say, if you’re a UK-based business that targets a local market, but most of your
links are coming from USA-based websites, it’s high time for you to switch to
getting links from local sites.
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5. Check Google PR distribution. High Google PageRank is one of the indicators

of domain’s quality, while low PageRank may be a signal of a spammy website.

So, if a huge portion of your links come from websites with no PR, this also may
be a flag to search engines.

6. Check top anchor texts and keywords. Irrelevant anchor text, keyword
stuffing, or too many identical anchors can get you in trouble with search
engines and cause a ranking drop.

If your obvious anchor text leaders are commercial anchors with lots of money
keywords, it’s high time to start an anchor-text diversification campaign.

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7. Check anchor URLs. Most links your site receives point to your homepage
— the first level in the structure of your website. However you need to balance
those links by a number of other links going to deep internal pages of the
website.

If you have very few links pointing to your internal pages, it may be a good idea
to launch a thought-out content marketing campaign that earns more backlinks
for your deeper pages.

Tip: Get even more link profile stats in SEO SpyGlass. Switch to Backlink Profile
-> Backlinks and click the Statistics button to get complete lists of TLDs, backlink
countries, anchors, keywords, etc. for your whole link profile, rather than just the
top ones.

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Step 3: See how your links compare to

competitors’
The next crucial step in evaluating your link profile is checking how it compares
to your main competitors — to identify your site’s strong and weak points and
see what will help you outrank your competition.

How-to: 1. Create projects for your competitors. Through File -> New Project,
create projects for your 4 main competitors and save them.

2. Add competitor projects in the Projects Comparison module. Go back

to your site’s project and navigate to the Projects Comparison module. Click Add
projects and pick the ones you’ve just created for your competitors. Voila! Your
backlinks will be compared to those of your top rivals against a bunch of crucial
link factors, with a 1 to 5 overall rating assigned to each site.

Step 4: Pinpoint potentially dangerous backlinks

Ever since the first Google Penguin update, one of the key aspects of any
backlink audit is to identify poor-quality backlinks that can put your site at risk of
Google’s link penalty.

SEO SpyGlass analyzes your links against a number of quality factors (the same
as the ones used by Google) to let you spot all dangerous backlinks and have
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them safely removed.

How-to: Calculate Penalty Risk. In SEO SpyGlass’ Link Penalty Risks workspace,
carefully look through the Penalty Risk column to spot potentially dangerous
links (if it isn’t yet calculated for some of your links, click the ‘i’ button in the
Penalty Risk column to see which factors need to be checked for the value to be
calculated).

Roughly, a link with a 0 to 30% risk value is usually considered safe. A link in the
30 to 70% range may potentially be harmful, so it’s recommended that you take
a closer look at it. A Penalty Risk of over 70% is considered high and calls for
immediate action.

Step 5: Re-check suspicious backlinks manually

It’s up to you how “strict” your backlinks cleaning-up will be, but removing lots of
backlinks at once may cause a ranking drop, so, not to overdo with link removal,
you need to smell-test the suspicious links manually and get rid of your links in
the most “glaring” cases only.

How-to: Examine the backlink details. In Backlink Profile -> Backlinks, switch to
the Backlink Details tab, and go through the available columns to double-check all
the suspicious links you’ve found. Check if the backlink page is relevant to your
topic, your geo-location, if the anchor text seems natural and if the website itself
seems trustworthy.
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Tip 1: Explore backlink pages’ social signals. It’s never been officially confirmed
that social signals are used in search engines’ ranking algorithms. Yet social
media stats are important indicators of human engagement with the page, and
can thus give you a good idea of the page’s quality.

In SEO SpyGlass’ Backlink Details tab, check with the Page Facebook Popularity,
Page Twitter mentions, Page Google+1’s, and Page LinkedIn shares columns to see
how your backlink pages are performing socially.

Tip 2: Check how much traffic each backlink brings. Although not an SEO
factor, stats on traffic through backlinks let you see which of your links bring
actual visits to your site.

In the Traffic coming through backlinks workspace, you can see how many visitors
each of your backlinks has brought in the last 30 days in the Visits to Your Site
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column. To update this factor, go to Preferences -> Preferred Backlink Factors,

select Visits to Your Site, and hit OK. Back in the Traffic coming through backlinks
view, select your backlinks and hit Update factors, selecting Visits to Your Site once
more. Specify your Google Analytics credentials at the next step, and the tool will
sync with your GA account and gather the traffic stats.

Tip 3: Use tags. You may want to tag some of your backlinks at this stage, so that
you can quickly sort out all the links that require further action (e.g. if you plan
to contact the webmaster to ask for link removal). To tag a backlink, right-click it
and choose Add tags to selected record.

Step 6: Have harmful links taken down

Once you’ve identified dangerous links in your backlink profile, it’s time to get rid
of these reputation damagers. The most commonly used method of doing that is
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by contacting the webmasters of sites that link to you, and simply asking them to
take the links down.

How-to: 1. Get webmasters’ contact details. To save time on digging up

contact info manually, you can get webmasters’ email addresses right in SEO
SpyGlass. To do that, go to Preferences -> Preferred Backlink Factors and select
Contact Info from the list of available factors. Click OK. In your SEO SpyGlass
workspace, right-click the header of any column to open the workspace editor.
Add a Contact Info column to your workspace (by double-clicking it in the list of
available columns on the left), and click OK once more. Now, select the links you’d
like to get contact details for, hit the Update factors button, and select Contact
Info to be updated. The column you’ve just added will now populate with email
addresses of webmasters (if available on the website).

2. Reach out to webmasters via email. Copy the email addresses SEO SpyGlass
found for you, and send out emails to webmasters. If you only found a couple
of spammy links, you can easily do that by composing a personal email for each
of the webmasters — but if we’re talking about dozens or hundreds of harmful
backlinks, you may want to create an email template requesting link removal.
In either case, make sure you introduce yourself in your email, mention your
position (e.g. SEO or site owner), explain that you are trying to prevent (or
recover from) a search engine penalty and would appreciate it if the link was
removed, specifying the URL of the page you found the link on.

Step 7: Disavow links you’re unable to remove

If you have a large number of spammy links to your site, or if you don’t hear
back from the webmasters you contacted asking to remove the links, you can
tell Google to ignore these links by disavowing them. You can easily generate a
disavow file right in SEO SpyGlass.

How-to: 1. Add links to the disavow list. In your SEO SpyGlass project, select
the backlinks you’d like to disavow. Right-click the selection, and hit Disavow
backlinks.
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2. Decide if you’re disavowing the backlink or the domain, and add

comments. In the menu that pops up, choose whether you’ll only be disavowing
the backlink page you just added (Backlink), or the whole domain that links
to your site (Linking Domain). At this step, you can also add a comment to the
records you’re disavowing. Comments are useful for your own future reference -
whenever you review or edit your disavow file later, you’ll instantly see what kind
of sites you were disavowing and why.

3. Export your disavow file. After you’ve added all links you’re about to disavow
to the list, go to Preferences -> Disavow/Blacklist Backlinks. At this stage, you can
edit the comments by double-clicking any comment to make changes. Clicking
Add lets you add links to your disavow list, and clicking Remove deletes selected
records from the list. In the Choose the action menu, you can select whether you’d
like to simply disavow the backlinks, disavow and exclude them from all future
updates you make in the project, or disavow and blacklist the links (have them
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removed from the project completely).

Once you’re happy with you disavow list, hit the Export button and select the
folder to save the file in so that you can upload it to Google Webmaster Tools.

4. Upload your disavow file to Google. In the Google Disavow Tool, select your
website and upload the disavow file you generated. That’s it – you’ve told Google
which of your backlinks to ignore, and your site is all set to start clean!

Tip: Mind that every new disavow file you upload to Google will overwrite the
previous one. If you’ve already submitted a disavow file for your site, make sure
your new file includes the previously disavowed links in addition to the ones
you’re disavowing for the first time.

Your link profile is all clean and shiny!

Now that you are done with backlink audit and free from spammy links, you’ve
got a clean link profile to start working on. It’s time to start building relevant,
high-quality backlinks to win search engine’s trust and respect.

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Build quality links

(with the help of SEO SpyGlass and LinkAssistant)

Discover the best link building opportunities & grow your link profile

Link building is perhaps the most challenging part of SEO. With Google’s growing
concern for the quality of a site’s link profile, researching link opportunities can
get incredibly hard and time-consuming. But as backlinks remain the strongest
ranking signal to search engines, link building, when done right, will bring you
better results than any other SEO effort. Follow the steps below for best working
ways to find link prospects and get them to link to your site.

Step 1. Examine your top competitors’ backlinks.

Find backlinks to your top ranking competitors, and throw together a list of high
quality sites that you’d like to get links from, too.

How-to: 1. Create an SEO SpyGlass project for one of your top competitors.
Run SEO SpyGlass and hit New in the app’s upper right corner. Enter the URL of
the site of one of your best ranking competitors, and wait a moment for their
backlinks to be collected.

2. Identify top link sources in the competitor’s profile. In the SEO SpyGlass
project you’ve just created for your competitor, select all backlinks the app has
found and hit to analyze the links (if thousands of links are found, make
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is complete, look at backlink authority factors like Page and Domain PR (or Moz’s
PA/DA), Domain Age, and Link Value to pick sources you’d like to make use of
yourself. Remove the links you aren’t interested in from the project by selecting
them, right-clicking the selection, and hitting Remove backlinks from project.

3. Repeat the process for other competitors. Go through the two steps above
for up to 3 more competitors.

4. Filter out sites that already link to you. Go to the Projects Comparison
module in SEO SpyGlass, and load the projects you’ve just created for your top
competitors along with the project for your own site.

If your site already has a bunch of backlinks, you may want to filter those out –
just in case some of your competitors’ link partners already link to you. To do
that, navigate to the Backlink Domains section of the Projects Comparison module,
right-click the header of any column, and hit the button to add a filter.
Select Projects, Does not contain, and enter the URL of your website. Hit OK to
apply the filter.

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5. Export your list of top link sources. In Projects Comparison -> Backlink
Domains, you should now see your shortlisted link partners from up to 4 of your
competitors’ link profiles, with those that already link to your site filtered out.
Select all domains on the list, right-click the selection, and hit Copy Records To
Clipboard. Paste the selection into a spreadsheet – you’ll need to import the file
into LinkAssistant later.

6. Import the list of prospects into LinkAssistant.

Run LinkAssistant and create a project for your site. Go to File -> Import
and import the spreadsheet you compiled with top link sources from your
competitors’ profiles.

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Step 2: Find more link opportunities

Apart from competitor research, there’s a bunch of directions you could go in
when it comes to finding link opportunities — here’s a list of the most common
techniques used by SEOs.

How-to: 1. Choose where to start. Review the commonly used partner search
options below, and choose the ones that suite your niche best.

Mentions.
It’s likely there are numerous pages on the web that mention your product
or brand, but do not link to your website. It makes sense to get in touch
with the owners of these sites and ask if they would mind updating the
pages’ content with a link to your site.

Yellow pages, business associations, etc.

This method is more applicable to brick-and-mortar businesses – make sure
you don’t miss out on this opportunity if you are one. Find local business
directories, chamber of commerce listings, and business association
websites: these are good places to have links from. As a tangible bonus,
these links will bring you some extra traffic, too!

Online reviews of products or services.

Most probably, there are hundreds of blog posts online written about
things related to your business. Quite often, a review of your product,
company, or service is a win-win thing. The blogger gets an idea for a new
post that might be useful to the blog readers, and you get quality links (as
well as exposure and additional traffic). Besides, other bloggers will see
the review, and some of them may want to write about your business, too.
Once you’ve found bloggers that are willing to write about you, make sure
you collaborate with them: send in a clear explanation of what you do and
how you do it, help with visuals and design (logo, pictures, etc.), and provide
product samples if needed.

Bloggers often publish comparison reviews. A comparison that you feel

could include your product or service can be a good spot for a link.

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similar to yours. These can be great places for backlinks: the page’s author
may be willing to update the copy with a description of your product and a
link to your site.

Guest blogging.
Writing posts or expert articles for someone else’s blog is common practice.
If the blog is an authoritative resource, a link to your website included in the
post can be of big SEO value. However, mind that large-scale guest blogging
is officially outlawed by Google. This does not mean you cannot guest blog
at all; but as a rule of thumb, it’s recommended that guest posts should
only be published on relevant sites. Avoid guest blogging networks and
websites created purely for posting articles. Detecting such sites may be
tricky; here are the common qualities you can recognize them by:

- The site uses a standard or free design template;

- Articles and posts are not centered around any particular topic;
- There are no signs of user engagement (no comments or social shares);
- There are no real author bios;
- There are no contact details.

Press release distribution.

There are numerous press release syndication/distribution services on
the web (PRWeb, PR Newswire, Market Wired, etc.) you can submit press
releases to. As long as the press release contains links, this technique lets
you get backlinks from other sites within a few hours. However, use this
method with caution; its mass usage is against Google’s guidelines.

Mind that this may not be the best way to get real press coverage – most
journalists and bloggers are unlikely to pick up your story from a press
release feed. If you want to get real press coverage, you might want to
approach journalists directly or via a HARO request.

Broken link building.

Broken link building is a technique of locating broken links (links that lead
to pages which no longer exist) on niche-relevant sites, and suggesting
alternative URLs to link to (ones that lead to pages of your site). Typically,
broken link building involves these steps:
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1. Find resource pages using keywords like suggested resources,

recommended websites, etc. plus keywords related to your niche, e.g. pet
care recommended sites.

2. Check the HTTP response for outbound links from these pages and find
links leading to pages with a 404 response code.

3. Contact the webmasters asking to replace 404 links with a relevant link to
your site.

To a large extent, the success of broken link building depends on the quality
of the new page you are offering in return for the broken links. Its content
needs to be relevant, and the page should preferably be an improvement
above the original link in terms of quality.

2. Start the search in LinkAsssistant. Now that you’ve selected the methods
of partner search you’ll use and chosen the technique to start with, it’s time to
get down to the actual search for potential links. In the LinkAssistant project you
created and imported competitors’ links into, click . Select Find sites by
keyword search as the search method, tick Enable expert options, and click Next.

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3. Enter your keywords. Depending on the link building method you’re using,
enter the keywords to find potential partners by.

To give you an idea of what keywords to use, here is an example: say, you own
PetCare, a store in Jacksonville that sells pet care products. See table below for
keywords you might want to use.

Mentions PetCare

Yellow pages & biz directories Florida business directories

Pet stores yellow pages
Jacksonville business association

Reviews Pet stores review

Compare pet stores in Jacksonville

Guest blogging Blog about pets

Press releases N/A

Broken link building Pets useful resources

Pet care recommended sites
Pet shops suggested links

4. Adjust the prefs for the search. After you’ve entered your keywords, choose
the search engines to look for link prospects in and set the number of potential
link partners to find (if you are not sure how many you are looking for, it’s a good
idea to start with around 100). Skip Step 5 - simply press Next. At Step 6, check
the first, third, and last box and uncheck the rest — you won’t need this info for
now.

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Hold on a minute, and LinkAssistant will come up with a list of pages. At Step 8,
select all URLs the software has found and click Finish. Your workspace should
now be populated with URLs of potential link partners.

5. Check the value of potential links. Select all records in your LinkAssistant
project, click , and select Update ranking factors. Choose factors
you’d like to update to determine the quality of the potential link (like Page and
Domain PageRank (or Moz’s PA/DA), Link Value, and Domain age) and hit Next.

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Examine the stats and pick pages you’d like to get links from. Delete the ones
that you decided against by right-clicking them and hitting Remove link partners.

6. Repeat for other link-building techniques. Go through the process again,

changing around the keywords to find partners by.

Step 3: Get in touch with link prospects

Now that you have a list of pages you’d like to get links from, it’s time to contact
the potential partners you found. Follow the steps below to learn how to
automate the process and maximize the efficiency of your outreach.

How-to: 1. Customize email templates. In Preferences -> Email Management

-> Edit Mail Templates, you’ll find a bunch of ready-made templates that you can
customize. Pick a template that suits your niche and the nature of your request
(eg. Guest Posting Inquiry), and hit to add some details about your website
and business to make the email more personal and engaging. You can also
create your own templates from scratch – just hit to do that.
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2. Email potential partners. Select the partners you’d like to contact (make sure
you select partners that belong to the same partner group). Click , pick
the email template you’ll send out to this group, and hit the OK button.

Step 4: Manage your links

Keep an eye on the links you’ve built as your link profile keeps growing.
Remember to regularly check that your links are in place, have the right anchor
text, and don’t get under a Nofollow tag.

How-to: Verify links. To check on the links you’ve built, select them in your
LinkAssistant project and hit . Select Scan only current page and hit Next.

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Once the verification is complete, right-click the header of any column in your
LinkAssistant workspace, select Verification Passed from the list of available
columns on the left, double-click it to add it to the list of visible columns, and hit
OK.

In the Verification Passed column, examine the verification status of each of your
partners. Look out for links that come back with a No status (these links are no
longer found on the backlink page), get under a Nofollow tag, or have wrong
anchors. When necessary, contact your link partners right from LinkAssistant (by
selecting the partner in your workspace and hitting ) and shoot them a
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Remember to regularly check your inbox in LinkAssistant’s Email module, and try
to promptly respond to partners’ emails.

Enjoy top rankings!

Congrats - you’ve set your link building campaign in motion! This is the last
step in our SEO Workflow series, so if you followed the instructions from the
previous guides, you should be starting to see your rankings grow very soon.
Do not forget that that all the work you’ve done requires maintenance though:
remember to track your rankings in Rank Tracker, regularly check your site
against all kinds of issues in WebSite Auditor, monitor your link profile’s growth
in SEO SpyGlass, and verify individual links in LinkAssistant.

Happy SEOing!

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