Getting the Most out of Linkscape

Nick GernerSenior Engineer

SEOmoz

Linkscape ROI

Signals FAQ Scenarios Resources

Signals

Expert Opinion:Relative Importance of Algo Components in Google

Signals

“Given the user's query, over 200 signals...are applied to return the most relevant results to the user.”– Maile Ohye, Google Big Wig http://googlewebmastercentral.blogspot.com/2008/10/good-times-with-inbound-links.html

Linkscape Exposes over 50 Signals Frequent User Feedback:

“****ing Awesome!” “I don't have time to figure this **** out!”

Signals

Metrics, Metrics, Metrics

Linking Root Domains

Ranks our Top 500 lists Simple Hard to game Measures

Reach (how broadly are you engaging) Authority (how many different orgs like you)

Metrics, Metrics, Metrics

Total In-Links

Familiar Comparable across services Measures broad popularity of the page

Includes nofollows! Weak/powerful pages are counted equally

Consider relative to other pages

Good!

Metrics, Metrics, Metrics

mozRank

Links from powerful domains add more Measures authority not just broad reach or

popularity Good:

If link counts are good, an excellent measure more predictive of rankings than link counts

Bad: Easy to game Naïve spamming gets high mozRank

FAQ: Linkscape Counts are Low

The Whole WebSearch Index

Linkscape Index

“Center” of the Web

FAQ: Linkscape Counts are Low

Any Index of the Web is a large sample of what's out there

A good sample represents Linkscape is a large sample of the web

representative of search indexes Compare measurements from within the same

sample

Good!

FAQ: Interpreting Changes

FAQ: Interpreting Changes

Factors of Change: Link Counts, mozRank, etc. all change index-to-

index Pages and Links have a natural life-cycle Your SEO efforts

Increase in mozRank due to...? Look at relative changes (you vs. competitors)

June: 12k links vs 20k links = 60% July 12k links vs 18k links = 67% Closing Gap!

FAQ: Passing 0 mozRank

Links pass 0 mozRank Why?

Nofollow links are tagged in LS reports Weak page/link (low mozRank, many on page)

Still good for SEO? Still followed weak link good for broad reach (linking

root domains) Nofollowed link... much, much less so

FAQ: What's Good mozTrust?

“Trustworthy”Grants

mozTrust

“Popular”Grants

mozRank

.edu researchOn Y!Combinator

.govhomepages

Unknown.edu Prof's crappy

homepage

ObscureRegulatory OrgInternal Page

Digg

Y! Combinator

Spam Link Farm

You Want to be HeremR = mT

Scenario: Find Broken Pages

Many Pages Legacy Info Architecture Many Iterations Tons of Broken Links Need Priority List of 404s and 302s

Scenario: Find Broken Pages

Richard Baxter http://seogadget.co.uk/ http://www.seomoz.org/blog/seomoz-tools-top-pages-

on-domain-kick-ass

Scenario: Find Broken Pageswww.seomoz.org/labs/toppages

Scenario: Quickly Visualize Gaps

High-level Audit of Site Competitive Gap Analysis Intuitive Visuals for Clients Immediate Action Items

Scenario: Quickly Visualize Gapswww.seomoz.org/labs/lsvisualize

Scenario: Competitive Links

Industry Leader'sLinks

Another Competitor's

Links

YourLinks

You Want to Get These

Valuable: Your Competitors Have Them

Attainable: Many of your Competitors Have them

Scenario: Competitive Links

Thomas Schmitz http://www.portentinteractive.com/ http://www.seomoz.org/blog/using-seomoz-linkscape-

to-troll-for-terrific-link-prospects

Scenario: Competitive Linkswww.seomoz.org/labs/link-intersect

Resources: SEOmoz Q+A

http://www.seomoz.org/qa/discuss/17454/what-sites-are-good-for-me

http://www.seomoz.org/qa/discuss/17491/root-domain-vs-subdonain-in-linkscape

http://www.seomoz.org/qa/discuss/13542/breakdown-of-linkscape-metrics

http://www.seomoz.org/qa/discuss/10427/linkscape-passing-0

http://www.seomoz.org/qa/discuss/13731/interpreting-linkscape-data

http://www.seomoz.org/qa/discuss/11561/most-valuable-page-in-a-domain-linkscape-tool

http://www.seomoz.org/qa/discuss/11646/interpret-modifications-since-linkscape-update

http://www.seomoz.org/qa/discuss/15839/using-linkscape-to-evaluate-a-page-for-a-link

Resources: Posts

http://www.seomoz.org/blog/seomoz-tools-top-pages-on-domain-kick-ass

http://www.seomoz.org/blog/using-seomoz-linkscape-to-troll-for-terrific-link-prospects

http://www.seomoz.org/blog/whiteboard-friday-dude-your-links-kinda-suck

http://www.seomoz.org/blog/linkscape-education-series-learn-the-ins-amp-outs-of-how-linkscape-works

http://www.seomoz.org/blog/10-ways-ive-been-using-linkscape-to-help-our-seo-projects

http://www.seomoz.org/blog/how-to-use-comparative-knowledge-of-links-mozrank

Resources: More Posts

http://www.seomoz.org/blog/announcing-seomozs-index-of-the-web-and-the-launch-of-our-linkscape-tool

http://www.seomoz.org/blog/linkscape-update-2-now-live

http://www.seomoz.org/blog/linkscape-index-update-with-focus-on-quality

http://www.seomoz.org/blog/all-linkbait-is-not-created-equal-what-linkscape-reveals-about-popular-content

http://www.seomoz.org/blog/backlink-anchor-text-analysis-powered-by-linkscape

http://www.seomoz.org/blog/top-pages-on-a-domain-linkscape-index-update

http://www.seomoz.org/blog/linkscape-index-update-doubles-size

http://www.seomoz.org/blog/announcing-seomozs-100-free-linkscape-api-the-500-most-linkedto-domainspages-on-the-web

http://www.seomoz.org/blog/lessons-learned-building-an-index-of-the-www

http://www.seomoz.org/blog/a-giant-leap-forward-for-link-intelligence-tools-data-