The strength of your backlink profile is going to dictate the eventual success or failure of your overall link building campaign. With a strong, diversified portfolio of sites linking to yours, your domain authority will skyrocket, but if even a handful of your sources are low-quality or are considered spam, it could compromise the results of your entire SEO campaign—even if your other strategies are in perfect order.
Occasionally, it’s a good idea to take a snapshot of your backlink profile and audit your current status. Take note of your profile’s current quality, and take action accordingly.
Where to Find Your Backlink Profile
There are a variety of free tools available to monitor and track the number and position of your current backlinks. One of the most useful and easiest to learn I’ve found is Moz’sOpen Site Explorer, appropriately nicknamed the “search engine for links.” Here, you’ll be able to plug in your site’s URL and instantly generate a list of all the sources on the web that are currently pointing back to your domain.
Unfortunately, at this point you’ll have to manually go through each source and determine how you stand—there is no automated tool that can accurately tell you how risky or safe your backlink profile is, though there are a handful of existing and upcoming tools that can evaluate the strength of a given source.
First, take a look at all the different sources you have currently pointing to your site. As you might already be aware, Google takes source diversity very seriously—if it looks like a vast majority of your links are coming from one or two sources, there’s a good chance your rankings will suffer. If, however, you have a large number of different external sites pointing to yours, you’ll be in good standing.
Source diversity isn’t the only type of diversity that matters. You’ll also have to make sure that the links pointing to your site aren’t all pointing to the same page or same group of pages. For example, you probably have several hundred pages on your site. If you notice the majority of your inbound links going to your home page, that makes your link profile more risky. If most of your links go deep into your site, connecting to specific and unique pages, your backlink profile is much more secure.
Frequency and Volume
You’ll also want to get a feel for the volume and frequency of your link postings. In some ways, having more links is a good thing, but if you find your link volume is overwhelming compared to the current size of your business, it might be a red flag (especially if your diversity is low in either of the above areas). If the bulk of your links are created in large-volume chunks, that could also be a bad sign. Work to improve your volume of links, but only on a consistent and gradual basis.
Once you’ve analyzed the overarching themes of your backlink profile, you can dig a little deeper into the strengths and weaknesses of the individual sources comprising it.
Relevance to Your Industry
First, take note of any sources that appear to be totally unrelated to your industry. These tend to be red flags for Google. For example, if you’re in veterinary medicine and a bolt manufacturer is linking to you, there’s probably no valid reason for that link to exist. If there are lots of pet-related and medicine-related pages linking to you, however, that’s a good thing. Evaluate the relevance of each source as you work your way down.
The strength of each source also matters; if a spammy site links to yours, it could bog down the relative authority of your site. Don’t let this happen. If you see a site with particularly low authority (anything that appears spammy or annoying when you visit it), try to get rid of the link. Any sites with major brand recognition or cemented authorities will drastically improve your overall profile strength.
While going through your individual entries, take a look at the context of the links that have been posted. If they’re floating in the middle of nowhere with no grounding content and no apparent reason for existing, they will likely be considered spam links. Instead, make sure the majority of your links are practical to other users and relevant to the conversation at hand.
If you notice that your backlink profile is exceptionally risky, take this time to take action. Work to actively remove any backlinks that are particularly risky or are posted on a harmful source. Then, revise your entire link building strategy to ensure that your backlink profile never sinks back to the level of risk it once was. On the other hand, if your backlink profile appears to be in order, simply keep executing your strategy the way you have been and create a follow-up task to re-audit your profile after another month of work.
By taking initiative and keeping a constant eye on the state of your backlink profile, you’ll avoid the possibility of getting penalized out of the blue for your link building practices. Instead, you’ll forge a clear path toward consistent, measurable organic growth.