- [Narrator] Over time, if you're consistently putting out good quality content, promoting it and working through link outreach opportunities, other websites will start linking to you. And being able to clearly see what's happening to your link portfolio can tell you how you're doing in your quest to show the search engines just how trustworthy and authoritative your pages are. There are a few really good tools out there for analyzing backlink metrics like Majestic SEO, Ahrefs, Raven, SEMrush and others. But in this video, we're going to once again use Moz's Link Explorer. It's also important to know that you can use these tools to analyze links for any website, not just your own. And as we saw earlier in this course, looking at your competitor's backlinks can be a great way to discover new link opportunities. But when you're analyzing your own backlinks, you'll want to take a good look at some metrics that can tell us how our link building efforts are going. Using Link Explorer, you can produce a report on domain and page metrics for any URL. And you'll also see a list of the pages that link to that website. Let's take a look at the Explore California site by typing in the URL and clicking search. Along the top, we have different metrics that tell us various things about the website. The domain and page metrics give you an idea of just how authoritative your domain and the specific page you're looking at are. In this case, we've used the page level granularity but typed in just the domain, which means the page we're analyzing is actually the homepage. We can also see the total number of links coming into this page as well as the unique number of domains that these links are coming from. What we're really looking to do here is make a habit of checking in on these numbers over time. And our goal is continual improvement. The higher your site's domain authority, the stronger and more able your domain is to influence rankings. And as your link portfolio grows, you should expect to see your authority score rising as well. Moving to the inbound links report, you can look through each of the links you have coming back to your site and identify any areas for action. For example, you might find that a blogger you have a relationship with has linked to you, but they've not used the best anchor text. A quick phone call or email might be able to fix that. You might also find opportunities for guest authorship or you may find some less than reputable links that you don't want to be a part of. You'll need to disavow those or get them taken down. In any of these situations, knowing who's linking to you and how can help you manage and expand your link building efforts. If you want to automate the process of monitoring domain, page and link metrics, you can do this using Moz's campaign tracking feature. Once you've created a campaign within the tool, you can view a history of all the links, keywords and ranking data that you've been tracking along with competitor views that you can set up. There's of course more data and reports that you can explore within the tools of Moz, and I definitely encourage you to do that. Both Google Search Console and Bing Webmaster tools also provide a source of backlink data, and a method to alert them to links that are low quality or spammy. In Google, when you navigate to the links to your site reports, you'll be able to see the domains linking to your content. And you can dive into the details of which pages on which domains are linking to which of your pages. You can look at this on a regular basis so you can identify any irregular or unwanted backlinks. And if you discover links that you feel are inappropriate, you can disavow them by following a process in order to ask Google to take this into account when they review your site. By consistently growing and monitoring your link portfolio, you'll be building a strong trust with search engines, and as a result, your pages will be better positioned to rank higher in the search results. Using tools like these to help manage this process can provide feedback as to how your efforts are working and keep you on the right track.
- Define search engine optimization.
- Explore the fundamentals of reading search engine results pages.
- Examine the essentials of understanding keyword attributes.
- Break down the steps for optimizing the non-text components of a webpage.
- Recognize how search engines index context.
- Explore an overview of long-term content planning strategies and how they can help keep content on your site fresh.
- Define your website’s audience, topics, angle, and style when mapping out your long-term content.
- Identify the steps to take when building internal links within your website.
- Recognize how to analyze links in order to measure SEO effectiveness.
- Break down the necessary components for understanding local SEO.