When we talk about SEO the debate, almost inevitably, reaches the complex topic of backlinks, meaning those kind of inbound links a site receives from others and that, to extremely sum it up, also represent a factor useful in terms of keyword ranking.

What does backlink mean

Litterally, this term indicates a “return link”, but there is also who uses the expression inbound link to better stress the effect “aimed towards the interior” of this reference: anyway, we are talking about a web page that, for insight, quoting or other reasons includes in the text a hypertextual connection towards one or more pages of our own web sites. It is a very useful process, mainly used within the link building‘s area of activity, a.k.a in the building of a true and proper net of links precisely coming from external sites, finalized to increment popularity, reliability and ranking of our site, enhancing whatever already good there is in our website’s contents.

Why is it important to gain backlinks

As we often like to remind, ranking on search engines follows rules, criteria and parameters only known to Google; this does not necessarily exclude that over time have been “discovered” and verified strategies that actually comply with the direction wished by Big G, exactly as link building does when carried on in a “natural” way, not enforced nor blatant. To receive a link from another site means to obtain a trust signal, because is like that page would communicate to the search engine that we deserve to be trusted, gaining authority in its eyes and, subsequently, even in readers and users’ ones.

The risks of badly managed strategies

We talked about strategy, because it is never useful to only think about blindly “gather” hypertextual references; over the last years, as often repeated by our Ivano Di Biasi, the link market has slowly turned more and more”similar to the drug market”, made of “plenty link pushers and dealers”, considering and using link building as a mere means to try and pump up the ranking rather than a tool to supply a real value to users. Useless to say that this is one of the potential factors of Google penalties, that precisely designed algorithms that detects low quality links and look with suspicion to any “unnatural” and not organic activity.

Tools to discover Google penalties

Site on a vertical decrease, constant drop of viewed pages, ranked keywords on a free fall: when these situations happen the immediate thought is the fear of getting caught up in some kind of penalty by the search engine, perhaps as a result of Negative SEO activities that actually brought to the downgrade of the site. In order to prevent this critical case (or to overcome this phase) there luckily are several activities and tools able to support our work, starting from the backlink checker tools, that provide a comprehensive picture of the site referencing our own and consequently verify their online authority. We are talking about the famous backlink profile analysis, a kind of tracking (as we were already saying some time ago) to constantly perform in order to develop a strong web presence with high quality contents in an organic way, that can be carried out as said thanks to several online tools, starting from the ones designed by Google Search Console, remaining one of the most reliable sources, and going through Ahrefs or Majestic. Obviously, though, we are now going to see how to use SEOZoom to study the backlink scenery and how our platform can assist us through any Google penalty.

SEOZoom for the backlink analysis

Before specifically approach all of the suite’s internal features we could use for backlink analysis, it is important to remind you that all quality link partners must be able to bring stable organic traffic, to have a stable rank and to show a growth margin. And is from these kind of considerations that the new SEOZoom metrics were born, such as the Zoom Authority, that offers us a single and immediate value to interpret four key signals useful to evaluate the health status of a web site and its performance on Google researches, a.k.a traffic from search engine, trust (meaning the trust Google seems to have towards a specific site), stability (that takes into account the organic ranking of the site over time) and opportunity (the chance of potential growth of the web site over the months to come). Other parameters answer to specific needs: the actual traffic analysis indicates if a web site is quite followed or not, keyword distribution on ranking allows us to deduce Google’s appreciation and, lastly, a simple check of the potential traffic can lead to substantial increasing in visits.

Which tools to use to analyze

Analisi Backlink SEOZoomIn particular, with SEOZoom one can verify and check his own site’s backlink profile, discover the quantitative distribution of inbound links, the number of referring pages, the relation among all the different domain extensions, the precentage relation between dofollow and nofollow links, but also thoroughly analyze which are the most popular anchors for the site, meaning all those anchoring words the site has received backlinks for, and the site pages that have received the most attention.

Equally strategic is the analysis of the received backlinks quality, with a site ranking that goes from “very low” to “very high” quality precisely based on Zoom Authority, while a feature needed to keep an eye on your competitors’ activities is the competitor backlinks, that monitors the strategies of all those sites belonging to the same field. Following then the most recent Google indications on indexing criteria, our suite provides assistance on the research of “Link partners” and “Field partners“, meaning all those sites it would be ideal to gain an outbound link from. Other values to take into account are “Past year backlink increase” (indeed reporting the increment of referrals during last solar year),  “Referring domains increase” and “Link acquisition speed”, likewise should strategically be monitored the backlink positions (if they are links coming from homepage or internal pages) and the references’ geolocation, while going deeper into details one can get info on the used anchor texts and the most linked pages.

In short, SEOZoom supplies any useful data one could need to elaborate a balanced strategy of the backlink profile in an organic and not that aggressive way, as natural as it can be and matching all Google’s criteria.

Getting Google’s trust

We should never forget that in the background Google is always watching upon us, if we can use a metaphor (and not even a wrong one): another important factor in this process is to be sure that the linking site currently enjoys Google’s favor, has never incurred in penalties before and is not classified as spam. Even if this does not necessarily mean that receiving a link from these kind of sites could automatically lead to a drop in ranking (in many cases links also come in ways not truly checkable by site owner), these references do not transfer any value to the recipient pages:  one chance could be to verify the possible presence of an inbound link coming from this unreliable types of sites and thinking about their total removal, using – for instance – Google’s Disavow Tool, that indeed can be used to remove a backlink marked as spam, but this action needs to be thoroughly evaluated as well.

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