Managing your Backlink Profile – Why you need to know what you’re doing!
The Bane Of The Backlink
Backlinks, they’re a pain in the a** but we can’t live without them. As Gary Illyes said back in November 2016, “Ranking without links is really, really hard”. He should know, after all, he is the Chief of Sunshine and Happiness at Google (despite the wishy-washy job title, he’s kind of a big deal!). The big caveat though is that not all links are created equal. As I’m sure you are aware, any old link will not do. In fact, some links can be very harmful for your efforts to get your site ranking. That’s why it’s important to spring clean your backlink profile regularly!
Sounds Great! Where Do I Start?
How do I do this you ask? Simple! A quick Google search will bring up a plethora of different software programs that promise to enable you to trim your unwanted backlink foliage and keep things looking pretty. Kerboo, Link Research Tools, the list is endless, with all of them promising to help you to decide which links are great and worth keeping, and which links are bad and should be obliterated, meaning that it should be a super-fast and straightforward job. Great news, right? No, not really.
For a computer to understand anything it has to look at the cold hard data, and it struggles to interpret that data differently in different situations. It looks at the 1s and the 0s. The different software programs will look at a link’s metrics and then pretty much give the link a ‘yes’ or a ‘no’. This is all well and good, but what about those times when false positives or false negatives occur (which they do, more frequently than the program creators will ever admit to you)?
For example, if your site operates in the gambling industry, the links you’ll be earning and looking for will be different to those required by someone who runs a small artisan bakery. The quality of the links will be a lot lower as gambling links are usually seen to be spammy, but when they’re what you’re actually looking for they become less spammy and more relevant. The only thing is, those programs will just look at the fact the metrics are low and they might well tell you to bin those links off. The next thing you know, you’ve amputated some of your best links and you’ve taken three steps back and paid a considerable wedge for the pleasure of doing so – these link programs are often NOT cheap!
What’s The Trick Then?
The only way to properly be able to effectively manage your backlink profile is to actually understand what you’re looking at. It’s the human touch that makes those programs so effective in the right hands. If you don’t understand what you’re doing, you can very quickly kill your own site and business as a result. That’s why there are also a lot of companies out there that will offer to do this housekeeping for you, but you need to make sure that you’re buying into a company that can deliver the promises that they make to you.
Here at marketing signals we’ve been doing this since Day 1. We’ve been there done that and got the T-shirt, then worn the T-shirt so much it has fallen apart. We’ve made mistakes in the past, but the key is that we learned from them and we’ve earned our stripes; now we’re one of the top marketing and SEO companies in the North of England because we understand backlinks and backlink profiles like the backs of our hands. We also take the time to understand our customers and that’s what sets us apart from other companies. It’s the understanding of the customers and their business that truly allows us to make educated and informed decisions on how to ensure their backlink foliage is pristine and always able to flourish.