A case study proves frequent SEO audits are needed for a large website not to be penalized

Search Engine Watch has posted an interesting case study recently. It is an in-depth analysis of a large website being punished by Google’s Panda algorithm update. The site lost about 30 percent of Google organic traffic, which can be shown here:

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SEW’s post is a great read, so we strongly recommend you to read it. From WebDNA’s point of view the most important are the blog’s recommendations on how to avoid similar situations in the future. The main hint is to “continually audit the website”. We fully agree with this conclusion:

Initial audits can be extremely powerful, but once they are completed, they can’t help you analyze future releases. To combat this situation, I recommend scheduling audits throughout the year. That includes a mixture of crawl audits, manual analysis, and auditing webmaster tools reporting.

Continually auditing the site can help nip problems in the bud versus uncovering them after the damage has been done.

We couldn’t  have agreed more. Having similar experience myself, that is why I have decided to create a tool that is able to run a quick audit, that points to potential ban and penalty threats. The goal for WebDNA.io is to learn to understand the search engine’s algorithms and provide you with specific advice.

Feel free to join our beta testers here. Organizations that participate in it gain an opportunity to win a special feature of our app dedicated to their needs.

Tips on backlink analysis that will help your site’s positioning

In-depth backlinks analysis can not only help you optimize search engine traffic. It can tell you much more interesting information about your site.

John Ball from “Search Engine Journal” points at four main uses of backlink analysis:

1. Competitor Analysis

Competitor analysis can provide you with wide range of useful information. You will learn what keywords are most useful, which pages of competitor’s site are most linked, which content proves to be most effective, which sites are linking to it.

2. Link prospecting

It’s a very important element of link building process. First you should start with queries most important for your clients. Then you’ll need to additionally filter the results, deciding, which of them are most useful, and of the highest quality. Once you’ve done it start building the relation with the website owners (bloggers, publishers) by contacting them. Here are some useful tips on link prospecting.

3. Backlink Audit

This is a very important part of link building. Toxic links can be as harmful to your search engine visibility and business to overshadow all backlink building process. Google may decide to penalize your site or even ban it because of toxic links. Sites that used to be considered high quality at a time, may be treated as spammers by new search engine algorithms.

Some of the linking pages may not respond. Some of the links may point at redesigned or removed parts of your site.

It’s also not recommended to over optimize the backlinks net. While auditing your backlinks, go through all the points we’ve mentioned here.

4. Link Reclamation

The final result of the analysis is link reclamation. You may contact the linking site’s owner to change a wrong URL or inform him about his page not responding. In case you decide it’s not possible or simply not worth it, you can disavow a link, using Google’s dedicated tool.

Remember, according to new search engine standards, it’s often better if some sites aren’t linking to yours.

image by mterraza via sxc.hu

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