Link building is one of the harder aspects of SEO and because of this one of the least done. Unfortunately it is many times more powerful than anything you do to your page and content. No level of optimization of content will trump the power of well placed relevant backlinks.
Its so hard few ever do it, and those same people probably say that “SEO is dead.” It is if all you’re doing is keyword optimization. 75% of what decides the results for a search have nothing to do with what is on the page.
Expired Domain Backlinks
Every day thousands of domains expire. The owner just didnt renew it, maybe they forgot it. Whatever the reason the domain is now available to anyone for registering again. But what happens to all those pages on the internet that linked to that expired domain? Nothing usually….each site would have to go through and update their own conten.
As a site owner you can probably understand that means the bcklinks of an expired domain usually remain active. This link building strategy involves you purchsing that domain, then redirecting the existing backlinks to your relevant content.
This video series walks you through three steps. First, finding the expired domain. Second, reviewing the domain anchor text. Third, setting those redirects to your site.
For more info on assessing a site’s value continue reading after the videos below under the SEO Site Audit header.
Video 1 - Finding and sorting through expired domains
Video 2 - Assessing the expired domains use through anchor text.
You’ll use SEMrush.com to review the anchor text of a site’s backlinks. SEMRush does cost monthly to use but you can ret the free trial. There are other sites available as well but for the value I prefer SEMRush for backlink auditing..
Video 3 - Setting up 301 Redirects to your site
301 Redirects Transfer 100% SEO
Google’s John Mueller shared how Google passes 100% of “PageRank” with 301 redirects now. This is an update and change to the policy which used to cause a 10% penalty.
They don’t always pass PageRank though. You can’t redirect backlinks for a bakery to your political campaign site for instance. Redirects should also be assigned on a 1:1 ratio. So redirecting all 404 errors to your homepage will not make your homepage any better on Google. But redirecting a link that used to go to an article about Search Engines to an article about Search Engines should be fine.
SEO Site Audit
Ultimateseo.org has a DA 19, that seems pretty low. But keep in mind it used to be a DA 40 before Moz changed it’s scoring. Keep also in mind that change in scoring showed no reflection in the site’s ranking. I recommend 301 redirecting based on anchor text not necessarily on the score a site earns.
Longer Answer: What backlinks should be 301 redirected from another domain?
While it is a Domain Authority 19 now it is a CF 34, and a TF 14. It has a DR 45, and a DS 24, TS 22, AS 36 ….. head spinning yet? As a reminder here are what those abbreviations mean … and to whom.
- DA is Domain Authority created by Moz
- CF is Citation Flow created by Majestic
- TF is Trust Flow created by Majestic
- DR is Domain Rank created by AHREFS
- DS is Domain Score created by SEMRush
- TS is Trust Score by SEMRush
- AS is Authority Score by SEMRush
DA is Unreliable To Me
The DA metric lost a lot of credence in my mind when they redid their formula, it made it more obvious that it’s just a number in a vacuum. What we saw after Moz released DA2.0 was as a DA40 became a DA19 it wasn’t reflective by what Google saw.
The day before this site ranked as it did the day after DA2.0. Google doesn’t use DA and what we care about is what does Google think about a site.
So Id say if we want to redirect 301 links we can …. and I do. But I do it because the anchor text is what I want, not because a site’s DA is low.
Assessing A Site’s SEO Value
When we assess if a site is high or low we have to consider all of the SEO metrics we have available and use these numbers together. Keep in mind they are not intended to be apples to apples. For instance Citation Flow is how influential a site appears where Trust Flow and Trust Score are meant to tell us how trustworthy a site is considered. AS is Authority Score which I lump in with CF. I think of DA, DR and DS as comparable metrics.
So assessing if this site is low or high I’d say we have the following metrics:
Overall scores: DA: 19 DR: 45 DS: 24
Trustworthiness: TF: 14 TS: 22
Authority: AS: 36 CF: 34
It’s also important to look at some of the raw indicators to understand the values we are seeing above. I use Majestic, SEMRush And Moz to answer these questions, and I always expect Majestic to have higher numbers because it crawls more of the web than Moz.
Moz likely would say they crawl more of the relevant web … but who are they to decide whats relevant and I dont care what they think is relevant … just what Google crawls.
Backlinks: So how many links to my site are there?
Backlinks . Moz: 18445 Majestic: 139903 SEMRush 1000000*
Backlinks are fine and dandy but keep in mind a million from one website vs a hundred from a hundred sites says something. So what is the “Domain Pop” … how many domains link to our site?
Domain Pop: MAJ 1302 SEMRush: 4,000
Domains can be owned and operated easily from the same cheap shared host. So how many seperate IP Addresses link to our site?
IP Pop: SEMRush 885 Majestic 905
These numbers above 885 and 905 seem a lot more comparable to each other than some of the other numbers.
Now consider a site that may have a DA: 50 vs Ultimate SEO’s DA: 19. I’m willing to bet 9 times out of 10 Ultimate SEO will out rank the other site as long as the other site has 500 or less domains on different IP addresses.
Better Backlinks and Best Backlinks
Now to be fair this explanation above is overly simplifying the answer. You may wonder how that could be … it seems rather complicated. Well ask yourself which site would you rank higher … a site that has a link to it from 20 research universities or a site that has 200 links to it from random weirdly named domains? Obviously the 20 research universities suggests a more authoritative and trustworthy site.
Authority On The Topic
But getting more complicated what if the page we are considering for ranking is about 2000 dance mixes. The 20 research universities are all medical schools and the anchor text reads “open heart surgery mortality rates” … do we think that the site should rank that high now…and how authoritative do we think the site is on dance remixes of 2000?
301 Backlinks Based On Backlinks Not Your Domain
So the best answer I can give for when to 301 redirect a domain or not is to ignore any one metric completely. If multiple numbers lead you to believe a site isn’t going to be good then sure consider each backlink individually. Keeping in mind what earned the site a low metric across the board IS mostly those backlinks.
If you find a .gov or .edu link using the anchor text you are after on another site then yes … thats the time to 301 redirect that backlink to the best content you have that is relevant to that anchor text. That last part is essential.
You can’t expect long term gains by redirecting a backlink to content that isn’t able to hold its own. User behavior is a big factor in Google’s ranking of a site. And it should be, you can’t prevent what you cant predict.
After all is said and done if no one stays on a site for more than 10 seconds or if they always click the result after yours in Google’s search results you must ask yourself why users hate your content.
And I mean it … people hate your content if you have 301 redirected, optimized your on page and studied your backlinks but users still go elsewhere. Google may rank you high for a time but without users liking your content and staying for awhile you will drop in rankings due to user behavior.