Boosting Equity-Passing Links?
-
Hello Moz folks,
We have a SEO client who has exponentially fewer equity-passing links(inbound and internal) than their two major competitors, which I'm sure is a MAJOR factor in their rankings. In fact, the numbers are so drastically different seems to indicate that these competitors are participating in some sort of black hat link farm. For example:
Internal and Inbound Equity-Passing Links
- Our client - 2274
- Competitor 1 - 496k
- Competitor 2 - 143k
How is this possible or legit? I don't understand.
Our well-known client has been in business for 10+ years and they have a content-rich, WordPress website consisting of thousands of pages that have been optimized for search, including keyword-rich URLs, page titles, metas, H1 tags, etc. The things that keep coming to mind are the need for more links and more content.
One thing that comes to mind is that the client launched a new site about 1.5 years ago and changed their domain prefix from http to https. I'm not sure if this would have an impact on inbound link equity or not. 301 redirects are in place so from what I understand, all of the old http pages should have passed at least partial domain equity to the new https site.
I'm also wondering if changing the structure of WordPress categories, tags and author pages could somehow dynamically increase the page count and amount of perceived content. We may be overly restrictive with Google Search Console.
Anyway, I'm at a loss and don't understand how our competitors, with seemingly similar content, could have exponentially more links and are dominating the search results.
Thanks for your help and sage advice. Your input is very much appreciated.
Eric
-
Hello Blue,
Thanks for your input several days ago. I apologize for the delay in getting back to you. I was on vacation.
Anyway, I appreciate your words of wisdom. I have been digging into the Open Site Explorer but I am far from an expert at this point. That said, I shall continue to persevere.
Thanks again.
Eric
-
Hi Andy,
Thanks for your input. Much appreciated. I apologize for the delay in responding. I was on vacation with my family and just returned.
Thanks again.
Eric
-
It sounds like your competitors may be taking advantage of spammy link-building practices! You can use the Moz Open Site Explorer (https://moz.com/researchtools/ose/) to compare your SEO client's off-site authority to their competitors' off-site authority. This tool will give you insights into the domain authority, page authority, how many total inbound links the site has from how many domains, as well as page social metrics.
This tool is extremely helpful when you're concerned about boosting equity-passing links, as it gives you an insider look at where your competitors are being linked from, so you can learn whether they're being linked from valid sources or spammy ones (Open Site Explorer shows you the spam score of each site that links to you).
Hope this helps!
-
Hi Eric,
It sounds like there are many things going on here. From what you say, it does sound like the competitor might be doing something dodgy, but it also depends if the links are linking domains, or just a handful of domains with site-wide links that are producing that number. Either way, it doesn't sound natural, but Google clearly isn't objecting at the moment.
It is highly unlikely that the structure of the site is what is causing the problem here, unless you have a real problem buried away somewhere - maybe a penalty? It could possibly be the http-https transition, but you can check this by looking in analytics at the dates this happened for clues. I certainly wouldn't be trying to artificially increase the page count without any real benefit for the pages being there though - this will cause you problems.
Try and focus heavily on amazing content, a natural-looking link profile and I would be looking at setting up a strong internal-link structure to your key hub pages.
Google ultimately will deliver results that they feel meet their E.A.T (Expertise, Trust, Authority) requirements. This can be down to so many factors that it would be impossible to know where to begin just from a discussion here though I'm afraid.
-Andy
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Tiered back links
Playing catch up with latest SEO techniques and wanted to ask the community what opinion is with generated tiered back links. For example, in one month having - 50 tier one links, 250 tier two links and 1000 tier three links generated within articles forums, social networks, guestbooks etc. In my view this is blackhat, my question is - is this still acceptable? or will it be damaging my domain? Thank you.
White Hat / Black Hat SEO | | w4rdy0 -
Are All Paid Links and Submissions Bad?
My company was recently approached by a website dedicated to delivering information and insights about our industry. They asked us if we wanted to pay for a "company profile" where they would summarize our company, add a followed link to our site, and promote a giveaway for us. This website is very authoritative and definitely provides helpful use to its audience. How can this website get away with paid submissions like this? Doesn't that go against everything Google preaches? If I were to pay for a profile with them, would I request for a "nofollow" link back to my site?
White Hat / Black Hat SEO | | jampaper1 -
[linkbuilding] link partner page on webshop, is it working?
Hello Mozzers, I am wondering about the effect of link building by swapping links between websites and adding a link partner page to the web shop containing hundreds of links. I have this new competitor coming in to the SERP of Google competing on the keywords I am targeting. The competitor has way more links than our web shop. The competitor has a page with hundreds of links to other web shops witch on there turn has a link to there web shop. (not all off them link back btw) I always thought it is no use sharing links with other websites this way in creating a huge page with hundreds of links. it is of no benefit for neighter website to do this. Still it does seems to work (?) and tis strategy is used by a lot of web shops in the Netherlands. How are you guys looking at this?
White Hat / Black Hat SEO | | auke1810
Witch of you guy's are using strategy like this?
Should I pick up this strategy myself?0 -
Are these links bad for my results?
In the past we have requested links on multiple directories. Since we have seen a mayor drop (60% in traffic) in results around the pinquin update 24-26th of April. Our results have been slowly getting lower and lower in Google. Is it possible to tell if these links are in fact doing my site harm? Before the 26th of April it was easy to see that the results where benefiting from the submission to those directories. We did not have any messages in webmaster tools and reconsideration says "no manual spam action taken". What would be the best strategy to turn this around and go up again? A selection of the requested links can be found below. <colgroup><col width="266"></colgroup>
White Hat / Black Hat SEO | | 2Hillz
| www.thesquat.org |
| www.directmylink.com |
| www.thegreatdirectory.org |
| www.submission4u.com |
| www.urlmoz.com |
| www.basoti.org |
| www.iwebdirectory.co.uk |
| www.freeinternetwebdirectory.com |
| addsite-submitfree.com |
| opendirectorys.com |
| www.xennobb.com |
| mdwerks.com |
| www.directoryfire.com |
| www.rssbuffet.com | To give a good view on the problem: The requested links anchors are mostly not in the native language of the directories. Thanks!0 -
Link quality warning from GWT and drop in keyword ranking.
So last December we saw our hard work pay off as our Panda penalty was lifted and our traffic shot back up to pre-Panda levels. Then in February we received this note: We've reviewed your site and we still see links to your site that violate our quality guidelines. Specifically, look for possibly artificial or unnatural links pointing to your site that could be intended to manipulate PageRank. Examples of unnatural linking could include buying links to pass PageRank or participating in link schemes. Since December we've lost position on 80% of our top 100 keywords. I've gone through our links and can't figure out what the problem may be. Maybe I'm not using OSE properly. We don't buy links so I'm not sure what the problem is. If someone can walk me through using OSE to see what the problem may be I would appreciate it. Our domain is http://bit.ly/rbkYkp
White Hat / Black Hat SEO | | IanTheScot0 -
I've done some link building on my website... why is google showing this?
Hi guys, it seems Google is going crazy as always, basically sometimes i'm ranked first page sometimes i'm not there, not sure if it's because of my link building and Google is indexing the links. At the moment in IE i'm top 3-4 for this keyword however the Title tag is not what I set it to be it's basically taking the product name then adding something after it. (I know google sometimes changes to what they want if they feel its more relevant but it isn't in this case) Not sure if this is normal for my keyword to keep appearing then dissapearing in Google. I noticed in FF my keyword isn't there but in IE it is. I've logged out of my Google account deleted all history/cookies etc. Even checked on my friends computer. Hope this makes sense and i'm not going crazy!
White Hat / Black Hat SEO | | InkCartridgesFast0 -
What is the difference between advertizing and a paid link?
I have been told that google frowns on paid links yet I see many site charging for advertizing and the advertizing consists of an anchor text link. What is the difference between a paid link and this type of advertizing?
White Hat / Black Hat SEO | | casper4340 -
Client Selling Links On One Site Hurt Their Other Site?
Hi, I have a client who is thinking about selling ads on one site they own via something like textlinkads.com. Do you think they run any risk of exposing their other sites to scrutiny, penalties or problems?
White Hat / Black Hat SEO | | 945010