Link Analysis Using Competitors Websites

On 3 occasions last month our SEO Liverpool blog was asked how to obtain quality links.

This is an interesting question, what is a quality link? We think the evaluation of potential links and finding those that are causing harm, are the most important factors when understanding which links can provide value.

We all know the Panda and Penguin updates have focused link-builders on link quality, this means we should really be evaluating all potential links!

I thought I’d post a little on how and which links you should evaluate from your competitors websites, so you better understand strategy and improve your link profile.

Choose your competitors

It’s probably the hardest start to make, all you know so far is that a particular competitor pops up in your space. This can either be in terms of products and services or keywords. I usually choose 5 competitors based on keywords and 5 on comparative services.

Find your link analysis tool of choice.

I’m a fan of the Open Site Explorer, but it can be a bit costly! I have been known to use software such as link-assist.  The standard wisdom states that you should look at your competitors results for followed links and 301 redirects. Obviously, these are great, but I like to download every links and evaluate them.

You can get a better feel for the strategy they use to generate links, or they may have lots of websites that you can easily post on too.

Check The Status Codes

You want the best links and at the very least to replicate those of your competitors. Adopt and adapt is the best policy, but for now we’re concerned with not getting the same rubbish links that all websites can accumulate.  Eliminate from your list all those links that are corrupt, 404, 302 or any other you think are suspicious. I have used screaming frog for this in the past, but their are plenty of other ways to this simply and manually.

Another review

Cross off the links you’ve found that already link to you. So you should only now have good links, that are functioning and are followed

Establish a base

Set a benchmark of those links that are a) very valuable b) could be difficult to achieve c) bread and butter. What I mean by this is have an overall score e.g for Page Authority, Google Cache frequency or at the least PageRank use a tool that evaluates the page in SEO terms.

Now rank them in order of importance and attainability.

Manually review

For each link, give the PageRank score, detail the type of site, links out and domain age.

Go Get Them then rinse and repeat with other competitors

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