Notes from the Brand Republic Virtual Summit.
As part of their SEO strategy for this year, Autotrader set about removing sitewide links. The theory was that it was unnecessary to have so many links built on one domain, especially if the domain (as is usually is the case) is of low quality. They backed this up with ‘quality’ linkbuilding. By creating competitor backlink profiles and cross-referencing the domains with links they already had they would find new leads for high quality links. They would then contact them via Twitter and LinkedIn (“not e-mail, and certainly not by phone”). There was a lot of focus on Domain Authority and building that generally rather than attempting to get links to certain pages with certain anchor texts. That wasn’t to say that the right link and the right anchor text weren’t important, only that it was of lower priority than getting a link on a new domain and thereby increasing domain authority. Read more →