Step 3.12: Analysing Backlink Data
Intermediate SEO Concepts | Analysing SEO Data
Backlink data comes from tools like Majestic and Ahrefs, as well as other tools.
The last two analytical concepts that we cover, Google’s algorithm is particularly sensitive to. Although authority and trust are always major components, we have already sufficiently introduced these concepts.
Understanding where you should be aiming and what you can get away with before being penalised are crucial. Looking at successful and similar competitors can help you to do this.
Whether we are looking at the distribution of backlinks or the rate at which they are acquired, understanding what competitors around you are doing can inform your decisions.
The aim of this is to see where your site sits within the spectrum (context) of your competitors. From this we can derive safe targets for things like link building.
Link Velocity / Frequency
This refers to the rate at which links are acquired and lost over time and as mentioned above, this can trigger a penalty if you start making large sudden changes, especially if they are out of line with what competitors are doing.
Therefore, we need to look at the historic data for your site to see what Google might be expecting from you moving forwards; and we need to look at what competitors are doing & achieving.
Anchor Text Ratios
As mentioned several times in this guide, analysing anchor text ratios is vital due to its potential for triggering a penalty.
We use (as the name suggests) ratios and percentages when looking at this data.