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Proactive Measures for 
Good Site Health 
Tom Whittam 
SEO Consultant, Ayima
Tom Whittam 
SEO Consultant, Ayima 
Cyclist (the Lycra kind) 
http://ayi.ma/brightonseo
Tweet us! @Ayima 
Ayima began in 2007 
Headquartered in NYC & London 
SEO partner to Fortune 20 & FTSE clients
“How businesses can benefit from being proactive 
with their backlinks”
Why do we need to be proactive? 
1. Manual Actions 
2. Penguin
Is Every Site Different?
3 situations you may recognise 
1. Large corporate website 
2. SME website 
3. New agency client
3 situations you may recognise 
1. Large corporate website 
• Large backlink profiles 
• Historic techniques 
• Affiliates/sitewides
3 situations you may recognise 
2. SME website 
• Minimal SEO support 
• Budget restrictions 
• Low brand awareness
3 situations you may recognise 
3. New agency client 
• What did the old agency do? 
• Types of link building? 
• Check their other clients
How Can I Be Proactive? 
Link Monitoring 
Backlink Audit
Link Monitoring 
Negative SEO
Negative SEO 
1. Ahrefs New/Lost links (<60 days) 
2. GWT link dates 
3. Most common anchors 
4. Who links the most? 
5. Keep a record of link numbers MoM
Link Monitoring 
Getting Hacked
Getting Hacked 
1. Security issues/content keywords GWT 
2. Update plugins - http://ayi.ma/x3y08 
3. Routine backups 
4. Regular password updates
Link Monitoring 
Affiliate Networks
Affiliate Networks 
1. Affiliate system check 
2. Block parameter in GWT, GA and Robots.txt 
• Use Robots.txt tester in GWT 
3. Attempt to implement nofollows 
4. Disavow
Just so you know… 
• Affiliate network checks 
• Is the nofollow attribute used? 
• Does the link go through a redirect? 
• Type of redirect? 
• Redirect path?
Just so you know… 
• Affiliate link on road.cc
Just so you know… 
• Inspect element 
<a 
href="/buynow/track.php?buyaid=5&amp;nid=129269&amp;lin 
k=aHR0cDovL3d3dy5kZWNhdGhsb24uY28udWsvQy01OTU1NTEtYmlrZ 
S1oZWxtZXRzP3V0bV9zb3VyY2U9cm9hZGNjJnV0bV9tZWRpdW09RGlz 
cGxheSZ1dG1fY2FtcGFpZ249cm9hZGNjX3Nob3BwaW5n&amp;exact= 
0&amp;section=1&amp;deal=0" target="_blank" 
rel="nofollow"><img src="/buynow/images/buy-5-top.png" 
width="120" alt="Buy it now" class="google-buynow"></a>
Just so you know… 
• Inspect the link path
Just so you know… 
• Block parameter in GA 
Admin / All Web Site Data / View Settings
Just so you know… 
• Block parameter in GWT 
Crawl / URL Parameters / Add Parameter
Just so you know… 
• Block parameter in Robots.txt 
• Use GWT Robots.txt tester 
• Read this - http://ayi.ma/robotsguide 
• Test here - http://ayi.ma/robotstool
Link Monitoring 
Referrer Spam
Referrer Spam 
1. Identify problem sites in GA 
2. Block bots in Robots.txt 
3. Exclude in GA & block bots at profile level 
4. Disavow
Just so you know… 
• Identify spam referrers in GA
Just so you know… 
• Block bots in Robots.txt 
#Semalt 
User-agent: semaltspider 
Disallow: /
Just so you know… 
• Or .htaccess 
RewriteEngine on 
RewriteCond %{HTTP_REFERER} semalt.com [NC] 
RewriteRule .* - [F]
Just so you know… 
• Exclude referrers in GA 
Admin / Profile / Tracking Info / Referral Exclusion List
Just so you know… 
• Block all known spam bots in GA 
Admin / All Web Site Data / View Settings
Backlink Audit
Backlink Audit 
1. Download links, use multiple sources 
• GWT, Ahrefs, Majestic SEO, Moz OSE
Backlink Audit 
2. Open Excel; remove duplicates, add a domain 
column and populate 
3. Use pivot tables to identify patterns 
• Anchors, number of links, type of link
Backlink Audit 
2. Open Excel; remove duplicates, add a domain 
column and populate 
3. Use pivot tables to identify patterns 
• Anchors, number of links, type of link
Backlink Audit 
4. Check every domain 
• Use Google’s Quality Guidelines / your gut 
feeling 
• Keep a record of every website you visit 
• Contact details, quality, anchor text, type of 
link 
• Identify if you want to remove the link
Backlink Audit 
5. Contact Webmasters to remove links 
• Record date of contact & outcome 
• Don’t pay them (keep a record if they ask) 
• Disavow if they refuse/don’t respond
Remember… 
Set your own thresholds and don’t be afraid
Example: Sitewide 
Identification
Example: Sitewide Identification 
1. Get your domain list 
2. Add a column, populate with 1 
URL Domain 1 
http://www.site-1.com/example/1 site-1.com 1 
http://www.site-2.co.uk/example/133 site-2.co.uk 1 
https://www.site-3.net/example/1 site-3.net 1 
https://www.site-3.net/example/2 site-3.net 1 
http://site-4.com/example/1 site-4.com 1 
http://site-5.com/example/1 site-5.com 1 
http://site-6.com/example/1 site-6.com 1 
http://site-7.com/example/1 site-7.com 1 
http://example.site-8.com/example/1 example.site-8.com 1 
http://site-9.com/example/1 site-9.com 1
Example: Sitewide Identification 
3. Select your data then the Pivot Table button
Example: Sitewide Identification 
4. Sort your data
Example: Sitewide Identification 
5. Investigate 
• Footer link? 
• Banner link? 
• Forum link?
Submitting a Disavow
Submitting a disavow 
1. Identify domains for disavow 
• Add “domain:” to the front of each one (no 
spaces) 
domain:example.com 
domain:subdomain.example-2.co.uk
Submitting a disavow 
2. Copy into a .txt file 
• Add a #comment identifying the date added 
• Add any old disavow data 
#Disavow added 12th September 2014 
domain:example.com 
domain:subdomain.example-2.co.uk
Submitting a disavow 
3. Visit the disavow tool and follow the 
instructions 
• Add the file to the correct profile 
http://ayi.ma/disavow
Submitting a disavow 
4. View GWT messages for your confirmation
“If I disavow without getting a manual action, will it 
hurt my website?”
Search traffic post proactive disavow 
Disavow of 339 domains submitted March 2014 
20% of domains pointing to site
5 Takeaways
5 Takeaways 
1. Complete a backlink audit 
2. Identify low quality links for removal 
3. Contact WM’s and disavow where necessary 
4. Monitor your incoming links 
5. Keep a record of everything
Thanks! 
Tom Whittam 
SEO Consultant, Ayima 
tom@ayima.com 
http://ayi.ma/brightonseo

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Proactive Measures for Good Site Health - Brighton SEO 2014

  • 1. Proactive Measures for Good Site Health Tom Whittam SEO Consultant, Ayima
  • 2. Tom Whittam SEO Consultant, Ayima Cyclist (the Lycra kind) http://ayi.ma/brightonseo
  • 3. Tweet us! @Ayima Ayima began in 2007 Headquartered in NYC & London SEO partner to Fortune 20 & FTSE clients
  • 4. “How businesses can benefit from being proactive with their backlinks”
  • 5. Why do we need to be proactive? 1. Manual Actions 2. Penguin
  • 6. Is Every Site Different?
  • 7. 3 situations you may recognise 1. Large corporate website 2. SME website 3. New agency client
  • 8. 3 situations you may recognise 1. Large corporate website • Large backlink profiles • Historic techniques • Affiliates/sitewides
  • 9. 3 situations you may recognise 2. SME website • Minimal SEO support • Budget restrictions • Low brand awareness
  • 10. 3 situations you may recognise 3. New agency client • What did the old agency do? • Types of link building? • Check their other clients
  • 11. How Can I Be Proactive? Link Monitoring Backlink Audit
  • 13. Negative SEO 1. Ahrefs New/Lost links (<60 days) 2. GWT link dates 3. Most common anchors 4. Who links the most? 5. Keep a record of link numbers MoM
  • 15. Getting Hacked 1. Security issues/content keywords GWT 2. Update plugins - http://ayi.ma/x3y08 3. Routine backups 4. Regular password updates
  • 17. Affiliate Networks 1. Affiliate system check 2. Block parameter in GWT, GA and Robots.txt • Use Robots.txt tester in GWT 3. Attempt to implement nofollows 4. Disavow
  • 18. Just so you know… • Affiliate network checks • Is the nofollow attribute used? • Does the link go through a redirect? • Type of redirect? • Redirect path?
  • 19. Just so you know… • Affiliate link on road.cc
  • 20. Just so you know… • Inspect element <a href="/buynow/track.php?buyaid=5&amp;nid=129269&amp;lin k=aHR0cDovL3d3dy5kZWNhdGhsb24uY28udWsvQy01OTU1NTEtYmlrZ S1oZWxtZXRzP3V0bV9zb3VyY2U9cm9hZGNjJnV0bV9tZWRpdW09RGlz cGxheSZ1dG1fY2FtcGFpZ249cm9hZGNjX3Nob3BwaW5n&amp;exact= 0&amp;section=1&amp;deal=0" target="_blank" rel="nofollow"><img src="/buynow/images/buy-5-top.png" width="120" alt="Buy it now" class="google-buynow"></a>
  • 21. Just so you know… • Inspect the link path
  • 22. Just so you know… • Block parameter in GA Admin / All Web Site Data / View Settings
  • 23. Just so you know… • Block parameter in GWT Crawl / URL Parameters / Add Parameter
  • 24. Just so you know… • Block parameter in Robots.txt • Use GWT Robots.txt tester • Read this - http://ayi.ma/robotsguide • Test here - http://ayi.ma/robotstool
  • 26. Referrer Spam 1. Identify problem sites in GA 2. Block bots in Robots.txt 3. Exclude in GA & block bots at profile level 4. Disavow
  • 27. Just so you know… • Identify spam referrers in GA
  • 28. Just so you know… • Block bots in Robots.txt #Semalt User-agent: semaltspider Disallow: /
  • 29. Just so you know… • Or .htaccess RewriteEngine on RewriteCond %{HTTP_REFERER} semalt.com [NC] RewriteRule .* - [F]
  • 30. Just so you know… • Exclude referrers in GA Admin / Profile / Tracking Info / Referral Exclusion List
  • 31. Just so you know… • Block all known spam bots in GA Admin / All Web Site Data / View Settings
  • 33. Backlink Audit 1. Download links, use multiple sources • GWT, Ahrefs, Majestic SEO, Moz OSE
  • 34. Backlink Audit 2. Open Excel; remove duplicates, add a domain column and populate 3. Use pivot tables to identify patterns • Anchors, number of links, type of link
  • 35. Backlink Audit 2. Open Excel; remove duplicates, add a domain column and populate 3. Use pivot tables to identify patterns • Anchors, number of links, type of link
  • 36. Backlink Audit 4. Check every domain • Use Google’s Quality Guidelines / your gut feeling • Keep a record of every website you visit • Contact details, quality, anchor text, type of link • Identify if you want to remove the link
  • 37. Backlink Audit 5. Contact Webmasters to remove links • Record date of contact & outcome • Don’t pay them (keep a record if they ask) • Disavow if they refuse/don’t respond
  • 38. Remember… Set your own thresholds and don’t be afraid
  • 40. Example: Sitewide Identification 1. Get your domain list 2. Add a column, populate with 1 URL Domain 1 http://www.site-1.com/example/1 site-1.com 1 http://www.site-2.co.uk/example/133 site-2.co.uk 1 https://www.site-3.net/example/1 site-3.net 1 https://www.site-3.net/example/2 site-3.net 1 http://site-4.com/example/1 site-4.com 1 http://site-5.com/example/1 site-5.com 1 http://site-6.com/example/1 site-6.com 1 http://site-7.com/example/1 site-7.com 1 http://example.site-8.com/example/1 example.site-8.com 1 http://site-9.com/example/1 site-9.com 1
  • 41. Example: Sitewide Identification 3. Select your data then the Pivot Table button
  • 42. Example: Sitewide Identification 4. Sort your data
  • 43. Example: Sitewide Identification 5. Investigate • Footer link? • Banner link? • Forum link?
  • 45. Submitting a disavow 1. Identify domains for disavow • Add “domain:” to the front of each one (no spaces) domain:example.com domain:subdomain.example-2.co.uk
  • 46. Submitting a disavow 2. Copy into a .txt file • Add a #comment identifying the date added • Add any old disavow data #Disavow added 12th September 2014 domain:example.com domain:subdomain.example-2.co.uk
  • 47. Submitting a disavow 3. Visit the disavow tool and follow the instructions • Add the file to the correct profile http://ayi.ma/disavow
  • 48. Submitting a disavow 4. View GWT messages for your confirmation
  • 49. “If I disavow without getting a manual action, will it hurt my website?”
  • 50. Search traffic post proactive disavow Disavow of 339 domains submitted March 2014 20% of domains pointing to site
  • 52. 5 Takeaways 1. Complete a backlink audit 2. Identify low quality links for removal 3. Contact WM’s and disavow where necessary 4. Monitor your incoming links 5. Keep a record of everything
  • 53. Thanks! Tom Whittam SEO Consultant, Ayima tom@ayima.com http://ayi.ma/brightonseo