Discovering and Removing “Bad Links”

Post by Caterina Merenda, Marketing Specialist, with insights from Michelle Pantoja, Analyst

Discovering bad links can be essential to SEO ranking. Our Performance Content team holds a group of analysts that specifically focus their attention on earning good links and ridding sites of bad links by contributing to some of the following:

  • The “Likability” Factor: Google recognizes when a website is well-liked since users/bloggers tend to provide linkage to websites they like. The more a website is liked, and therefore linked to, the higher Google places its authority.
    • Authoritative Weight: Google has the power to give specific websites higher authority than others. Because of this, links from authoritative sites are weighted heavier than those with less relevance, or those not really recognized by Google.
  • How many times has the same link been repeated? Google will take notice if a page is linked to multiple times. It’s very important to have a good amount of backlinks on a webpage, but if Google starts to realize that there’s a lack of diversity, it’ll be counted as irrelevant.
  • Anchor Text: Google looks at everything, from the link to the context behind it. The more natural the placement, the better it is for the SERP ranking.
  • Does the content match the website it’s linked to? Avoid linking to a page that has nothing to do with the website content. Google recognizes if backlinks don’t match the context of the copy, industry, etc.
  • Limitations with JavaScript: When JavaScript is used for links, it makes it nearly impossible for Google to read. This will negate any positive impact the links may have on a site’s performance.
  • Avoid backlinks from spam and bad sites: It’s important for websites to remain high-quality with a diverse link portfolio. It’s a bad sign if a site is appearing on websites with a low reputation, spam-like qualities and a low Domain Authority.
  • Stay away from link farms. Link farms occur when website scams, or fake websites, include links to a webpage, for the sole purpose of increasing its ranking in the SERP. Users create link farms to increase the site’s link equity.
  • Limit the number of links: Too many links aren’t a good thing, either. A webpage shouldn’t have more than 100 links. Generally, 4 links embedded into a page’s body copy is a good rule of thumb.
  • Use follow links: Follow links allow link value to flow from one page to another.

Our Performance Content analysts use this list to help audit websites and uncover linking opportunities. With this information, our analysts can then begin to edit internal linking, anchor text, follow links, HTML links and more in order to help the client rank higher in the SERP.

To learn more about link building, contact your Performics account team today.

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