Brian Dean – How to Crush It with SEO

I want to say thanks to everyone, this has been an
awesome event, let’s give a round of applause to everyone at Zeo for
putting on an awesome event. This has been great,
it’s been so fun. I have a ton of actionable stuff to go through today, so
let’s just dive right into my material. A couple years ago I published a blog
post on my blog called ‘how to get high quality backlinks without guest posting’,
and like every post on my blog, I optimized it around a keyword. In this
case the keyword was ‘high quality backlinks’, so I published the blog, promoted it,
got social shares and links and comments and all those traditional
signals that you’re used to getting when you promote a piece of content. But then
something weird happened. I was checking my rankings in SEM Rush and
noticed that I wasn’t just ranking for my target keyword, I was also ranking
number 5 for ‘how to get high’. So weird. I had no idea what was going on
and I would have never noticed if I didn’t use SEM Rush. I noticed
that this is really weird. When I looked at my post I realized what was happening.
Google was seeing my content as not just about high quality backlinks, but also I
had the keyword ‘how to get high’ I had it in the title. I had it in the content and
they read it and saw it as ‘how to get high’. That was already kind of
interesting, well here’s where things get even more interesting.
A few days after I hit number 5 for ‘how to get high’ the results started to drop, my
page dropped to the top of the second page, then the top of the third page and it
ultimately bottomed out at position 33. So literally a few days after ranking
number five, I dropped down to 33. To me this made even less sense than it did
before because I had more links but lower rankings, this was against
everything that I ever learned. This page is accumulating more lengths but
rankings are going down. What’s going on here? It turns out the answer came
from someone called Steven Levy and he wrote a book called ‘In the Plex’ where he
went to Mountain View California and interrogated Google employees about how
they ran their company. Not just about search but mostly about how they ran
search. What he found was this- Google could see how satisfied users
were, so you’ve heard that today and it turns out that they can, this is coming
from Google. But how do they know? This is the part that not a lot of people talk about.
How do they know whether someone is satisfied with their results or not? Well
one way they do is by using something called ‘the long click’. Who here has heard
of the long click versus the short click? We have some people.
A long click as you know is when someone clicks on your result in
Google and stays for a long time. This is also known as ‘dwell time’, so even if they
hit their back button and they’re technically a bounce, it’s still considered
a positive experience from Google because they stuck on your page for a
while. Because of that, they’ll rank you higher. You’re showing Google that
this is a great result, so they’re going to rank you higher. On the other hand, they
have something within Google headquarters and in that book ‘in the
Plex’ call pogo-sticking. That’s the complete opposite. Pogo-sticking is
where someone lands on your page and bounces right away. They don’t stick
around for a very long time and it turns out with my post people were searching
for high quality backlinks, and people who were searching for ‘how to get high’
we’re confused about my content. Here’s where the numbers come in,
my average time on page for Google search results was 3 minutes.
The average Google search across my whole site was 3
minutes. But for that ‘how to get high’ page or ‘high quality backlinks’ page
depending on how you want to look at it, it was only 1 minute and 12 seconds.
It was less than half of my site wide average. Now it was already interesting, but
here’s even more interesting stuff about this little case study that I had
discovered as I went on. This page is ranking number 33 for the keyword ‘how to
get high’, but what about my target keyword, what about the keyword I
actually want to target. What was happening there? Number one in Google,
number one. Even though those signals were against me, those people were
not clicking on my result very much, they obviously had a low dwell time but
despite that I still ranked number one from my target keyword. How? Well it turns
out that people searching for ‘how to get high’
pogo-sticked right away. So for people searching for that particular keyword
Google could see these people were happy. And for people searching ‘high quality
backlinks’ they’re like boom, this is the best thing I ever found. The rankings
just continued to climb. This is very different than traditional SEO,
we have the same page, the same keywords, the same links, all those
traditional factors that were used to but for one keyword that page ranks number
one and for the other it ranks 33. Same page, same signals and today I’m going to
tell you about these new ranking signals that Google is using in actionable ways so
that you can tap into them and use them to get higher rankings. We all know
about backlinks and keywords and all this stuff,
but there are a lot of new signals that we learned about today and I’m going to show
you exactly how you can take advantage of them. You’ve heard about
some stuff that you haven’t so far. When you tap into these new ranking
signals, you can blast by your competitors because they’re focused on all
the old stuff- the old stuff still matters and I’ll show you some data on
that. But still, this new stuff can be huge for your rankings if you want to
rank higher, which is why I think we’re all ultimately here. Let’s first
dive in with long clicks versus short clicks, which is known as dwell time.
You already saw the difference this can make, the same page, number one number 33,
but how do you improve your dwell time? Everyone says create a great user
experience or create great content that answers people’s questions, which is nice
advice but it’s not very actionable- how do you actually do it, how do
you actually keep people on your page? Well I’m going to show you. One
strategy that I like to use are known as ‘bucket brigades’ these are really
powerful, they work in any language including Turkish. Bucket brigades are
basically things that you put on your page specifically, to keep people there.
They are words and phrases that you use to kind of hack their brain, so that
they stay on the page and their dwell time goes up before they hit their back
button. Here are some examples. ‘Look’-so when you read that you
want to read the next line, see everyone perked up
a little bit. You want to see what I’m about to say and it’s the same thing in a
text- or what’s the bottom line. I know that doesn’t translate very well in
Turkish but basically if you say ‘what’s the summary, what’s the big idea
here?’ People want to see what that is so they’ll stick around for just one more
line. Here’s some others that you can use and translate into Turkish.
I use this all the time and it’s one of the reasons that my dwell time is really
high across my entire site. You can also use content chunks. You can have the
best content in the world, it can answer the person’s query, you can have great
user experience and branding, all that stuff we talked about but if your
content isn’t formatted the right way it doesn’t matter, people will bounce.
Content chunks solves that problem. For example, which of these two would you
guys rather read, who would rather read this one, and who would rather read this
one? Alright, Why? What if this one is the meaning of life and this one’s a
spun article. You don’t know, but everyone prefers to read this one.
Why? Because it’s formatted right, it’s formatted in a way that makes it easy to
read. For example, if you format your content and use things that magazines
have used for decades to make their content easier to read, your content will
be easier to read, people will stay on your page, you’ll get higher rankings to
make more money, all good stuff. Quote boxes are something that I use on my
site all the time, I see a lot of articles that quote people, so it’s a great
opportunity to put a face and some design into your content. Even simpler,
let’s go simpler, sub headers. Sub headers are awesome because they break up your
content, they’re really easy, just slap an h2 tag on a piece of text and all of a
sudden you have a new section on your site. You can also use something called
the APP formula, this is super important when we’re talking about answering the
searches intent- what do they really want? This is a way to do it in a way that
relates to them. This is an old copywriting trick that I learned from my
days of copywriting and I’ve applied it to blog posts and it works really well.
The APP method is basically this, it goes from top to bottom on your
introduction, agree, promise, preview- I’ll break it all down right now. This
is an example on my site about ‘how to create a squeeze page’ and when I created
this introduction I was thinking of a Google searcher searching for a keyword
like ‘squeeze page’ or ‘how to make a squeeze page’ or all the keywords that
I’m targeting and think what’s going through that person’s mind
right now, obviously they want to create a squeeze page but what else,
what’s deeper. I realized that they probably have trouble building an email
list. If you already have an email list of 50,000 subscribers then
you’re not going to search for this keyword because you already have a
huge email list, but if you’re struggling with building your email list you’re
thinking ‘wow it’s really hard to build an email list, how do I do it?’.
The first part is where you create a statement that a searcher will agree
with, that way when they see that from Google they’ll think ‘okay, I’m in the
right place, this person gets me’ and they’ll read on. But you’re not done yet,
you haven’t hooked them quite yet, they still might hit their back button.
Before they hit their back button it’s time for the promise. This is where
you promise what’s in your content. What’s in your content that would make
someone actually want to read it. This particular piece of content- this is
where the promise comes in and the promise is where you promise a better
world. So you say ‘okay before it was really hard to build your email list but
I’m going show you a way that’s easy’. They’re almost hooked but
there’s one more step and that’s the preview. The preview is where you get
into the nitty-gritty of your content and you say exactly what they’re going
to find. How are they going to learn about your promise, is it going be a
podcast, a case study, a list post, an infographic? This is where you get really
specific so they’re prepared for what’s coming next. If you nail this
three-part formula, I can almost guarantee you that your time on site and
dwell time is going to increase. This is why a lot of my content has an average
time on page of six minutes plus. It’s because of the formatting, the content
chunks, the bucket brigades, but a lot of it is the APP formula that I talked about.
Now a word of warning, I can’t guarantee that this will work for everyone.
For example, a couple months ago I saw this quote by Taylor Swift on Twitter
and I thought 583 retweets, 1,300 likes this is great, but when I tried it,
crickets. So I can’t guarantee that it’ll work for
you if you just copy it, but for me it’s worked well and for my students, I
recommend trying it. Let’s move on to our next new Google ranking factor,
this was one of the few that haven’t been discussed today and I find that
it’s really important. In Berlin where I live there’s a restaurant called
Thai Aroma, and me and my friends go there all the time for
Thai food, but we don’t just go there for Thai food, we go there for one specific
dish, their peanut curry. Their peanut curry is amazing, it’s the best you’ll
ever have. So if you ever go to Berlin, go to Thai Aroma and order the peanut curry, I
can almost guarantee that you’ll be satisfied. Now it’s not as good as
‘bioloty’ is the how you say it? A couple years ago I spent a month in
Turkey and I basically ate this as many times as I could,
basically had a month where I only ate this. It’s not as good as this, so don’t go
expecting that, but it’s pretty tasty. Anyway this restaurant is actually so
tied to peanut curry in my mind and my friend’s minds that we don’t even call it
Thai Aroma, we don’t say ‘meet me at Thai Aroma’ we say ‘meet me at peanut
curry’ or ‘do you want to get peanut curry’. To us, these two entities are the same
thing and it turns out that Google works in a very similar way.
According to a pattern that Google filed, if they see people searching for your
brand and a keyword together, that probably means that that brand is a good
result for that keyword. If that sounds complicated, don’t worry, I’m going to break
it down for you right now. Let’s say that you’re searching for ‘peanut curry’
in Google and my restaurant that I love Thai Aroma is number four, with all
the traditional factors- the links, on page SEO, the domain Authority, all
that traditional stuff it’s number four. But Google notices that a lot
of people are searching for ‘peanut curry Thai Aroma’ and Thai Aroma peanut curry’.
These two entities are getting searched for over and over again. What are
they going to think, they’re going to think that That Aroma must be a pretty good
result for peanut curry because people are trying to find it, when they’re
searching for peanut curry they want to find Thai Aroma and vice versa. So let’s
make it easier and they’re going to give them a huge rankings boost.
The question is ‘how can you get more people searching for your brand and keyword?’.
Yes you can ask your mom, I tried it but that’s still only one person.
How besides asking your mom can you get more people to search for your brand and
your keyword, it’s actually kind of old-school marketing in play. You need to
be associated with one thing, which is really hard for a lot of businesses.
I know digital marketing agencies, you go on their website and they do SEO and
pay-per-click and social media and email marketing and remarketing.
It’s actually not even good marketing in general and it’s really bad
for SEO because Google doesn’t understand what you’re about. You have
your company but they don’t understand what you do. So when you’re associated
with one thing it can help you rank. For example, in the early days of
backlinko I made sure that my blog was only about link building, I was a hundred
percent focused on link building, everything I published was about that
topic, my about page had link building, when I wrote a guest post, my other bio
would have link building, my home page had link building, I wouldn’t shut up
about link building basically. So when you go to search Google
console today, people still search for these two keywords together, so in
Google’s mind this is an entity, backlinko, link building and it combines
these two things. It’s one of the reasons that years ago I ranked in
the top three for competitive keyword link building, way before I
should have. It’s because these people were searching for these two entities.
Let’s move on to something else- organic click-through rate. We’ve
heard about this today, but I’m going to give you some cool actionable
information that you can use to increase your click-through rate very quickly.
Imagine that you ran a mall with ten stores and most of the time
people would go into the first store when they entered the mall. Clearly, but a
new store opened in position number seven and all these people were
skipping one-through-six and going into seven. What would you think about store
number seven, you’d think it was pretty awesome right? It turns out Google
works very similarly. For example let’s say that when you search for ‘marketing
conference’ digital zone is ranking number three and that usually gets
4% of all clicks, but for some reason using the strategies I’m about to
show you- it got a 7% click-through rate. Google is going to say
‘hmm Digital zone must be pretty awesome’ and they’d be right, wouldn’t they?
It’s a great event and they would give them a boost in ratings
obviously. But the question is, how can you get more clicks, how can you increase
your click-through rate without asking your mom. We already talked about that
strategy and why it doesn’t work. The key is Google AdWords. Google AdWords
is an untapped gold mine of information about what can increase your
click-through rate, because there is general information that can help increase your
click-through rate. Using a number, using so-called power words or magnet
words that can increase your click-through rate that copywriters use. Yes they
work, but there’s always things and nuances within every industry.
If you know anything about AdWords you know that Quality Score is basically
click-through rate. There are other factors, but it’s pretty much
click-through rate. So if you notice that an ad or a set of ads in your industry
are using the same terms over and over again, you can bet your bottom dollar
that it’s going to work for you too in the organic results. For example, a couple
years ago I was traveling to a conference and when I published a blog
post on my blog I forgot to optimize the title and description tag, I
just left it blank. If you guys have ever done that you probably noticed that
you can get some funky title and description tags, so my title was really
long and it got cut off and my description tag made absolutely no sense.
Needless to say, no one is going to click on this result. It did actually rank
for a while and then it dropped. Presumably because my click-through rate
was really bad, so what I did was, before I optimized it I said ‘who’s
advertising this and what are they saying’. So my target keyword was ‘list
building’ and when I went to the AdWords ads for that keyword I noticed that
everyone said ‘email list’, which seems so obvious. When I say list building
and you say list building, you’re probably talking about building your
email list. But I guess it wasn’t clear for everyone. So the advertisers who knew
better than me were using email lists. I made sure to use that in my
description tag. I also noticed that they used words like ‘build and grow’ and I
thought hmm that’s interesting, I didn’t have that, I just had 17 list building
strategies, so I made sure to add words like ‘build’ and ‘grow’ in my description
and title tag. Then when I did, without changing anything else on the page, Google reordered it on the
first page. This is a new thing that’s happening more and more. When you make a
significant change to your page, Google will reorder it on the first page, see how
users interact with it and then rank it accordingly.
When I did that, it went back to the number five spot where it was before it
dropped, this time it stuck and it’s still there today.
That’s literally the only change I made, just optimizing the title
description tag for clicks. Let’s move on to our next Google ranking
factor that’s super important today. I’m going to show you some actionable ways that you can
tap into semantic search. First of all, can you believe this is a
screenshot of Google in 2010, looks like 1910, it’s crazy, it’s
so old. In 2010 Google was all about content, so when you searched
for something like ‘who is the most handsome man on earth’ what they would do
is look for pages that had that exact keyword in the H1, in the alt text in an
image, if you had it bold or if you had a number of times on the page. As we
know Google today is very different, today it’s all about context. It’s all
about what’s going on besides just the keyword, what is the topic of that page.
So today when you search for it, they look whether you use LSI keywords and whether
you use other terms that are associated with that keyword on other pages on the
web. That’s why, when you search for this keyword today the results are great.
At least in my opinion, I know I’m a little bit biased but I think they’re
pretty good. The question is how can you use semantic search, what do you
actually do? Well it’s actually easy, it comes down to using LSI keywords.
LSI keywords is a fancy way of saying ‘synonyms’ to your target
keyword and also closely related words. So these are words that appear along
with your keyword, pretty easy. How do you find them? Well let’s say you’re
searching for the keyword ‘car’ someone’s searching for ‘cars’ in Google and you
have a page that is optimized around the keyword ‘cars’. How does Google know if
you’re searching for this stuff, there’s cars the vehicle, there’s also cars the
movie, there’s also cars the Canadian Aviation Regulations, how does Google
know? Which page is about which version of cars, they all have the word ‘cars’ on
them, they all have ‘cars’ in the title tag, ‘cars’ in the
URL. Well it turns out they use LSI keywords, so if they see a page like this
that has terms like ‘car repair ,new and used dealers’ they know it’s about
the car that you drive and if it says ‘film produced Walt Disney picture’ they
know it’s about the movie. For example, when we analyze 1 million Google
search results, Rand mentioned this earlier, we use market Muse to analyze a
subset of the data and look at ten thousand pages and see what correlated
with higher rankings. We found that the more LSI keywords a
page used, the higher attendant to rank on the first page. Regardless of
content length, it wasn’t about the length, it was how deep that content was.
More than the number of words it was how well it covered that topic. So how do
you find and use these LSI keywords? Well the easiest way is to use this little
case study- I’ll show you how I did it. Again I had this page that wasn’t
ranking as well as it should have, it was ‘21 actionable SEO techniques that you
can use right now’. I thought it was the best result for SEO
techniques, I know we all think our results are the best but I really did
think it was the best. I realized one of the reasons it wasn’t ranking is
because I didn’t pay any attention to the newer on-page stuff. It had the
keyword ‘SEO techniques’ in the URL and in the title, but it didn’t have this new stuff.
This new stuff we’re talking about is particularly semantic search. I just
search for the keyword in Google, you can do this it’s super easy. This little
gold mine at the bottom called ‘searches related’- have you guys seen this? A lot
of people just skip over it but it’s actually a goldmine of information that
comes straight from Google. I noticed they had terms that I didn’t have in my
content, like ‘white hat SEO’ and ‘PDF’ so what did I do? I went back to the page
and I optimized it around those keywords. I added the keyword ‘white hat
SEO’, in a natural way this is keyword stuffing and I also added the word ‘PDF’.
A few days after Google re-indexed it, it now ranks in the top 3 for that
keyword. Since then it’s gotten more links and all that
stuff but this change made a big difference,
because Google was able to better understand what my page is about.
I was basically using on-page SEO to give Google what it wanted, instead of
keyword stuff which we all use to use back in the day. You can
also do this, now I know the Google Keyword planner isn’t as good at giving
data but if you have active AdWords accounts you can actually get a decent
amount from them. For example, if you run an e-commerce site that sells flower
vases and you have a product page, you can put your keyword into there
and see what keywords come up as related. These come straight from Google and they
come from search data, real searches. What are people searching for together?
Of course you’re going to have keywords in here that make absolutely no sense for
your page, but you’re also going to have a lot that are really solid, which you can
put in your content. I was originally going to stop here and just
give out ranking factors that were new, but I also wanted to go over some that
are less important. It’s easy to say that there’s new stuff and we
should forget about all the old stuff which isn’t true, but on the other hand there are
also ranking factors that aren’t as important as they used to be.
We should probably spend less time on those and more time on some of the new stuff.
Again this is a study that I did earlier this year with SEM Rush, Hrefs,
Similar Web Mark, Market Muse and Alexa- we teamed up and we analyzed
1 million Google search results. Basically the reason that this study was different
than others is because we had a lot of results, but also we looked at
particularly what helps you rank on the first page. It’s not just what
correlates with first page rankings, we looked at ‘what helps you get from
five to one’ or ‘what’s the difference between a page on
number 8 on the first page and number 2’. Because as you know,
80% plus of the clicks are on the first three organic results, so if you
rank number 8 you might as well rank number 1000, it doesn’t even matter.
We really zeroed in on ‘what correlates with this first page
ranking’. Title tags, who here optimizes for title tags? You
put the keyword in the title tag. Okay everybody, I still do it,
there’s nothing wrong with that, but does it actually help? Maybe not.
John Mueller earlier this year said they do use it for ranking but it’s not the most
critical part of a page, which to most old-school SEO’s was crazy because to us
the title tag was by far the most important part of a webpage.
You optimize that more than anything else. We discovered that there wasn’t a
correlation, there’s only a small correlation with exact match title tag
usage. I was surprised at this because up until then I was saying ‘look
I know this hummingbird, I know this semantic search but you still need to
optimize your title tags and everything else around a target keyword’.
But then when I did my normal searching, just my everyday searching
for advice and where to go to eat, I noticed that a lot of
the results didn’t have my keyword in the search results, in the
title tag. For example, if you search for ‘list building’ which is what we talked about
earlier which is a super competitive keyword, it’s a two-word term, only half
of the results have the exact keyword in it. The other half doesn’t have the
exact keyword, so everyone that’s keyword stuffing ‘list-building’t isn’t getting
anywhere. It’s the people that are probably writing better stuff that are
able to rank higher. Only half. Exact keyword in a H2 tag- who here puts
their keyword or an h2 tag? I do. We found no correlation with rankings there.
Does that mean you shouldn’t do it anymore?
No, because it’s not going to hurt you. It wasn’t a negative correlation, but it
was no correlation. We found that if you put your keyword in h2 tag, it
doesn’t make any difference, at least for the first page which is what matters
most. You can do it, but it’s not going to make a difference.
How about the h1 tag, who puts their keyword in h1 tag? I do.
Nothing wrong with it, don’t be embarrassed.
But again we found that there was no correlation there. What does
this show you? Well it shows you that Google is getting smarter and if you put a
keyword or phrase that’s similar to your target keyword in an h1 tag, they can
tell. It doesn’t have to be an exact keyword anymore. Originally I was
going to end the presentation here but I wanted to talk about some factors that
are still important in 2016. What happens is, I go to a lot of marketing
conferences that I speak at, I get keynotes all around the world at marketing
conferences and I notice that someone says ‘okay guys, there’s this new
stuff you should do with SEO, so forget all the old stuff’ and people
rush out and they start putting schema on their site, they speed up their
site and they think ‘it’s only a matter of time before I hit number one’.
I see that a lot. I go to conferences and that stuff helps or it can help.
Just because you write great content, put schema on it
and make it load quickly does not mean you’re going to rank. That’s because
there’s all these ranking factors that came before that are still super
important. But which ones should you ignore and which ones should you stick
to? Let’s see. When we analyzed this 1 million search results we found that the
number of referring domains to a page was the number 1 most correlated
ranking factor. The more number of sites that were linking to a page, the
higher it tended to rank on the first page. No shocker here, but this is
why I still recommend people to focus on link building because obviously there’s
a huge correlation, more than any other. We also looked at the domain authority
of the site, also known as ‘domain rating’ and ‘Atrius’.
We found another big correlation. So if the site was really authoritative it
tended to rank on the first page. Obviously this is not anything new
but it’s something that you should continue to do as you sprinkle in this
new stuff that I talked about today. How about the loading speed.
We found a significant correlation but it wasn’t a huge correlation, it was
statistically significant, but just over the edge. I should note that in
this study we didn’t look at a page by page level of site speed, we looked at
the entire site as a whole in its site wide average. We used Alexa to look at
the site wide average loading speed and we correlated. It’s possible they
could have certain pages that are really slow that rank high and certain pages
are really fast. In general, it gives you an idea that Google probably does
use this, maybe in a direct way, probably more in an indirect way that people
click on the result, don’t like it because it’s taken 10 years to load and
hit their back button. As you’ve seen, there are old ranking factors that are
still super important, but there are a bunch of new ones that you need to pay
attention to as well. When you can take advantage of these ranking
signals, you can blast by your competition who don’t even know about
this stuff- they’re still worried about their keyword density.
Especially if you want to rank for the keyword ‘how to get high’. Thank you.
Thank you for the presentation Brian, I think there’s some questions. Are you giving out chocolate? So we heard
Gary talking about the move towards the machine learning generator
algorithms from Google and he said it’s dangerous but it’s sort of headed that
direction, so do you think if machines started picking
the ranking algorithm will that have any effect on link building, are
machines going to determine whether links are important, is there going to be any
differences, what should we be looking out for in the next year or two?
That’s a good question. I was thinking that in the next year or two it’s going to work
similar to what it does today, where they have the core ranking algorithm that’s
handmade and says ‘links put you in this position’ and what machine learning
and Rank Brain do according to me and my friend Larry Kim, we study
this, is that once you’re in the first page
it’s a totally different ball game. It’s all about how people interact
with the results and then it orders the list almost based on that. That’s not
obviously all of it, the links still play a part. But the user experience
signals are huge in the first page because they can get a lot of data on
how people interact with the first page, on the second and third they don’t.
They have to rely on stuff like ‘on page SEO traditional signals’ and links.
I think maybe in the Skynet future, Google will be able to understand
machine learning and we will say ‘okay links are this percentage of the
algorithm’ but I can’t imagine Google just handing over their prize to you
and just letting it go. I think what it does is it helps refine
the results to make sure they’re doing the right thing. We got one
over here. How do you value a
backlink? That’s a good question. I look at a couple
factors, the first is, is a site relevant to mine? Many years ago, probably like
five years ago, four years ago, an X Google employee said that ‘relevance is
the new Page Rank’. The relevancy of the site, how closely it is
related to yours is more important than Page Rank. That was five years
ago, so I’m sure now it’s even more important. That’s the first thing I look at,
is this a relevant site, so if you run a site about basketball and you get a link
from another site about basketball, that’s probably a good thing. But if you
get a site about knitting it’s probably not going be as powerful. Even
if that knitting site has a domain authority of 80. The next
thing I look at- where does the link appear on the page. If it’s a nice
contextual link in the body of an article, that’s good. But if it’s in the
sidebar of the footer, it’s obviously not nearly as valuable. Those are
basically the two things I look at. It’s pretty much all you need.
Anything else? Okay we got one more in the back.
Hi, Alex from Piranesi SEO. Do you do anything with links which are irrelevant, do
ask the owners of the website to remove them? Or you just leave them?
Is this a link that you got naturally? I would say I built it.
If you built them back in the day and you built these links that are unnatural, I think that’s
one way that Google can determine whether a link profile is unnatural. If a
huge percentage of your links come from totally unrelated sites, it’s easy.
I would try to remove them if they were built in a shady way and
disavow them if you can’t get them removed. Every site
just gets links from random places, naturally it just happens and I wouldn’t
go and email those people and ask them to remove the links, it’s actually a
natural thing that happens in the web. I wouldn’t worry about it.
Last call for questions, before I get a coffee.

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