Posted by: Ben Austin

Posted on: October 20, 2012 3:15 pm

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In the field of Search engine optimisation, there are several things that are constant and clear one of them is the fact that search engine algorithms are changing. With this change in the algorithm comes several consequences, it might be something positive that it would increase your websites’ ranking or it could be something negative which will decrease your websites’ ranking in the search engine results page. More often than not the negative effect outnumbers the positive effect. One of the latest algorithm change was done by Google where they released the so-called Penguin algorithm update. In the Google penguin algorithm update it focused on penalising websites that are using low-quality links to their websites. It has been known before that links are easy to acquire through automation tools and through different black hat link building strategies, and using such strategies one can manipulate the site rankings in the search engine results page. Google Penguin algorithm update seeks to put an end to such practice.

Why Do Link Auditing

From the statements above of course you can already extract one reason why you should conduct link auditing.

1. Determine Harmful Links – with the incorporation of Google Penguin not all links are now considered to be beneficial, there are links that are now considered as harmful. If you have been building links prior to the Penguin algorithm update it is necessary for you to conduct a link audit process, in order for you to determine if the links you have built previously for your website is doing harm to your rankings or not.

2. Competitive Analysis – another reason why you should be conducting link auditing is to analyse your competition. If your competition has better ranking than yours they might be doing something right especially on the side of link building. This is why it is necessary for you to conduct a link audit in order to determine if your links are matching up to the links built by your competition. This way you will be able to map out a plan in order for you to create a link building strategy that would go beyond what is being done by your competition with the hope that you will be able to increase your ranking better than your competition.

Conclusion on Link Audit

With Link auditing you will be able to better prepare your website from different algorithm changes, remember that a search engine algorithm does not remain stationary, it is dynamic and it changes every time. So if you want your site links to last you need to conduct regular link auditing processes.

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