Inbound links are important to a strong SEO strategy, but getting good links isn’t always easy. One common strategy is competitive link analysis, which involves looking at your highly ranked competitors’ links and then trying to get the same ones. But it’s not quite that simple. Focusing on the wrong types of links can waste a lot of time and effort without providing any benefit.
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The folks at SEOmoz understand SEO and link analysis, and in a recent Whiteboard Friday, Competitive Link Analysis Tips – Whiteboard Friday, Rand Fishkin discussed tips and tools for doing it the right way.
First, you need a tool to show you the links pointing at a site. Rand recommends Open Site Explorer, of course, but you can use any tool you prefer, like Majestic Site Explorer or Link Diagnosis. Rand’s advice for evaluating potential link sources includes:
Determine your true online competitors: Not every site ranking in the top 10 for your keyword is a real competitor. Spammy sites still gain temporary top positions, so visit the site to be sure it’s legitimate.
Expand your keyword list: Different competitors may target slight variations on the same keyword. They may also each have different links, allowing you to build a more diversified link profile.
Be selective: High-quality sites attract a lot of links, but many will be from mediocre or low-quality sites. Focus on links from higher-quality sites.
Don’t dismiss links from pages with low authority: A low-authority page on a high-authority domain can add more value to your site than a higher-authority page on a low-authority domain.
Nofollow links are valuable: They can provide social benefits, which may increase your chances for future business, linking and other SEO opportunities.
Done correctly, competitive link analysis is a valuable tool for building a strong link profile that will increase your site’s trust and authority.
