Backlink Auditing Pt 1 How to Perform a Backlink Audit

Your backlinks are a link from any other site to your page — and they definitely impact your SEO. Backlinking is a common optimization tactic, but it can be time consuming: building inbound links requires outreach and, frankly, might not be your favorite thing in the world. Should you spend time building this resource? In a presentation at Found Conference, Zaine Clark talks up backlink auditing — and whether a backlink program is worth your time. Check out findings from our presenter in our multi-part post on conducting a backlink audit.

Want to check out the Found Conference presentations? View them here.

What are backlinks and why do they matter

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Backlinks, or inbound links, link from one domain to another. Websites are crawled by search engines using links to navigate from domain to domain, and page to page, as they’re added to a search engine’s index. Unless your site contains only one page, you have some sort of internal linking strategy to help both users and bots navigate your page — navigation, content links, anything that transfers traffic from one page to another.

Conversely, backlinks transfer that traffic from off-site to your content.  says to imagine backlinks as a linking atlas: bots travel through links to connect content. While many “roads” lead to popular websites, bots travel highways, backroads and state routes to connect to smaller, less-populated areas of the internet.

If you’re an SEO, it’s likely that you’ve considered a backlinking strategy as well. Why? Because search engines see backlinks as a “vote of confidence” — a site with more backlinks is typically seen as being more authoritative. Of course, hundreds of other factors play into a site’s authority score, too. Backlinking is an important piece of SEO, but not the one place to focus all of your attention.

What should you look for when performing

You can use a variety of tools to check out your own backlinks. For an initial audit, Google Search Console’s Links Report details external links and top-linking websites. You can also try any number of free link checkers (like this one offered by Ahrefs) or platforms like  to see who’s linked to your site, and what pages they’re linking to. So, what should you do during a backlink audit?

Identify poor links from unwanted sites.
In this situation, “unwanted” means “irrelevant.” If Nike were to create a piece of content about shoes and link to your cleaning-supply website, that’s not a great link — even though it comes from an authoritative source. It just isn’t relevant content. Links stemming from  websites and link farms are also on your list to avoid. Some backlink checkers will identify those problematic sites for you, and Google Search Console will alert you to issues that may be manually reviewed.

If you think Google is dinging your site due to unnatural links from  or fake sites, Google gives you the option to create a list of links to disavow. However, points out that disavow files aren’t appropriate for every situation — and that, based on Google’s most recent guidance, they aren’t necessary on most sites. Google says that you should use a disavow file only if you 1) have a large number of links pointing to your site and 2) believe that those links will cause manual action from a human reviewer).

Identify domains that link to you most frequently

While cutting down on poor links is all about reducing threat to your SEO, there are also areas of opportunity to be discovered in your backlink audits. By identifying the domains that most frequently link to your site, you may uncover some extremely usable data for the future. Maybe your target market is reading a ton from a particular site, or maybe your users are coming in off of sites from a specific industry or area. Are there areas where you can capitalize upon from a content creation standpoint? SEO is all about user intent — use your inbound links to help you see why users are visiting your site, and what they hope to find there.

Identify backlinks pointing to 404, 301, and other URLs that shouldn’t be indexed.
If a human or bot follows a broken link on your site, that traffic could negatively impact your SEO. Check to make sure that you haven’t unpublished pages which should be live, and install noindex tags on those pages that shouldn’t be indexed. And, again, use a disavow file only if you need to correct a manual action.

Identify the pages with the most (and fewest) links

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You’ll want to see which pages feature the highest numbers of backlinks. Typically it’s the homepage, but you may find that certain styles of writing or types of content outperform others in backlinking. You can use this information to determine opportunity, just as you might use traffic data as a part of your decision-making process when prioritizing types of new content to create. If you have an asset that receives solid backlinking engagement — say, a video showcasing a particular

This post is from a recent episode of Found Friday, where we’re talking about digital marketing best practices focused on mobile SEO. Mobile is, famously, the way of the future for digital marketers: it’s been surpassing desktop use since around 2016. But, for smaller organizations and organizations working within certain industries, mobile – and specifically mobile SEO – still hasn’t been mastered. We spent the mid-2010s getting ready for a mobile-first marketing ecosystem. So what do we do now that it’s here?

The technical side: mobile-first SEO in the 2020s

Google announced mobile-first indexing in 2018. For the first time, Google set its bots to prioritize the mobile version of a page — in most cases, only crawling and indexing those versions. The move made sense, as more searches are now conducted on mobile versus desktop devices. Let’s look at how changes at Google and other search engines should affect the best practices you put into place.

The reality of mobile-first indexing
Starting July 1, 2019, Google enabled mobile-first indexing by default for all new websites (new to the web or previously unknown to Google Search). For older or existing websites, Google continues to monitor and evaluate pages based on a new series of standards.

Site structure is changing — so don’t let your site get left behind

Google says that sites without responsive web design will still be successfully crawled — but we know there are lots of advantages. This configuration serves the same HTML code on the same URL regardless of the users’ device (for example, desktop, tablet, mobile portugal phone number library non-visual browser), but can render the display differently based on the screen size. Google recommends responsive design, saying it’s the easiest design pattern to implement and maintain.

If you do decide to stick with a dynamic serving structure — which uses the same URL but generates a different version of code for different device types — know that the mobile code is the version that’ll end up in the SERPs. If you go with separate URLs (like an m-dot site), the URL served to mobile will be the one crawled. Also, we (and Google!) really don’t recommend the separate URL route — it’s difficult to maintain, and that model is on the way out.

Guess what makes that easy? Responsive design.

mobile SEO best practices for marketers

Landing page design

 So, how do you design a landing page with mobile in mind

Think about your media. Auto-play videos (especially ones that don’t play on mobile) are a huge issue for mobile users. Use a supported format for your videos!
Don’t load tons of text onto your landing page.
“Above the fold” is still kind of a thing, even on mobile. Don’t make users scroll too far to get to the information or form they need.
Overall, get used to the idea of designing with mobile in mind. For those of us who have worked in marketing . For years, this can feel like learning a different language, but it will pay off.

Mobile-first on social media and offsite
Mobile SEO best practices don’t end at the limits of your URL. Think about mobile users as you design PPC ads, social media content, and email. Think about bank email list shorter, more concise messaging to avoid the Instagram “read more” button. Test your creative across screen sizes.

The human side: How has mobile impacted consumer behavior?
As you plan your findability priorities, consider the other. Element of mobile-first: the changes in consumer behavior that have led to. Mobile becoming the primary channel for information. Users are no longer settling in for desktop research sessions: increasingly, we seek information on the go.

Information overload for consumers

Most online purchases happen on mobile now, and those are frequently made as users multi-task. Your users might be looking at other screens . While using a mobile device, searching for the same information across. Multiple apps, or even using their phone to shop while in a physical store. So, are consumers becoming more overloaded with information? Or, with all of this information surrounding us constantly, are consumers becoming more discerning in their decision-making process? It turns out both may be true.

One of the best ways to cut through information overload on mobile is to. Simply make a hyper-usable site — in part, by avoiding the negative users experiences mentioned above. Think like a consumer: someone who may be using your . Mobile site or app in your store or while sampling other media channels.

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