Understanding and Harnessing the Flow of Link Equity to Maximize SEO Ranking Opportunity – Whiteboard Friday

Posted by randfish

How does the flow of link equity work these days, and how can you harness its potential to help improve your rankings? Whether you’re in need of a refresher or you’ve always wanted a firmer grasp of the concept, this week’s Whiteboard Friday is required watching. Rand covers the basic principles of link equity, outlines common flow issues your site might be encountering, and provides a series of action items to ensure your site is riding the right currents.

Link equity flow

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about understanding and harnessing link equity flow, primarily internal link equity flow, so that you can get better rankings and execute on your SEO. A big thank you to William Chou, @WChouWMX on Twitter, for suggesting this topic. If you have a topic or something that you would like to see on Whiteboard Friday, tweet at me. We’ll add it to the list.

Principles of link equity

So some principles of link equity first to be aware of before we dive into some … Read the rest

September 15, 2017  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Understanding and Applying Moz’s Spam Score Metric – Whiteboard Friday

Posted by randfish

This week, Moz released a new feature that we call Spam Score, which helps you analyze your link profile and weed out the spam (check out the blog post for more info). There have been some fantastic conversations about how it works and how it should (and shouldn’t) be used, and we wanted to clarify a few things to help you all make the best use of the tool.

In today’s Whiteboard Friday, Rand offers more detail on how the score is calculated, just what those spam flags are, and how we hope you’ll benefit from using it.








For reference, here’s a still of this week’s whiteboard. 

Understanding and Applying Moz's Spam Score Metric

Click on the image above to open a high resolution version in a new tab!

Video transcription

Howdy Moz fans, and welcome to another edition of Whiteboard Friday. This week, we’re going to chat a little bit about Moz’s Spam Score. Now I don’t typically like to do Whiteboard Fridays specifically about a Moz project, especially when it’s something that’s in our toolset. But I’m making an exception because there have been so many questions and so much discussion around Spam Score and because I hope the methodology, the way we calculate things,

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April 3, 2015  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Personas: The Art and Science of Understanding the Person Behind the Visit

Posted by iPullRank

Market segmentation is a basic tenet of marketing that has long been ignored by SEOs. And that’s okay, because for a long time working on the keyword-level of abstraction was enough. In fact, you can still do SEO and marketing in any other channel without ever having the idea of market segmentation cross your mind despite (not provided), Hummingbird, and a whole host of changes Google is forcing as of late.

That is… if you enjoy 0.04% conversion rates. Right.

There have been many posts about personas in the wake of the methods I’ve popularized for SEO, but nothing that truly walks through the process with data or gives context into how measurement has matured. In this post I’ll go into detail about these approaches, giving frameworks and step-by-step instructions on how to build and use personas.

There’s something in this post for everyone from beginners to advanced marketers. I feel that it’s important to give context to the discussion to clarify why developing and using data-driven personas is critical to the future of search and digital marketing in general. Use this table of contents as a way to navigate to precisely what you want to … Read the rest

January 29, 2014  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Better Understanding Link-based Spam Analysis Techniques

Posted by Justin Briggs

 One frustrating aspect of link building is not knowing the value of a link. Although experience, and some data, can make you better at link valuation, it is impossible to know to what degree a link may be helping you. It’s hard to know if a link is even helping at all. Search engines do not count all links, they reduce the value of many that they do count, and use factors related to your links to further suppress the value that’s left over. This is all done to improve relevancy and spam detection.

Understanding the basics of link-based spam detection can improve your understanding of link valuation and help you understand how search engines approach the problem of spam detection, which can lead to better link building practices.
 
I’d like to talk about a few interesting link spam analysis concepts that search engines may use to evaluate your backlink profile. 
 
Disclaimer:
 
I don’t work at a search engine, so I can make no concrete claims about how search engines evaluate links. Engines may use some, or none, of the techniques in this post. They also certainly use more (and more … Read the rest

July 31, 2011  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Link Anatomy – Understanding The Value Of A Link

Posted by Dan Deceuster

Far too many of us in the SEO industry tend to think in absolute terms. You are either White Hat or Black Hat, this works or it doesn’t, this link is amazing or it is worthless…you get the point.

This is dangerous thinking because if something isn’t absolutely perfect or golden, we tend to evaluate it as useless. In nothing is this more obvious than in link building.

Link builders come from two schools of thinking. They either (a), pursue and take any link from anywhere or (b), research and scrutinize every potential link opportunity.

If you think like the first group, then this post is not for you. But if you are in the second group, this post should help you evaluate the value of a link.

Link Anatomy

The anatomy of a link can be thought of in five parts: anchor text, trust, relevance, placement and outbound links. Each one makes up a … Read the rest

March 31, 2011  Tags: , , ,   Posted in: SEO / Traffic / Marketing  One Comment



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