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Link Analysis Beyond Search Rank

By Eric Ward
for SearchEngineLand's LinkWeek
July 9, 2007

I'm an extreme believer in linking analysis and competitive linking intelligence. I have tools that analyze millions of links every week. I have scripts that compare, contrast, group, separate, divide and categorize links to a degree that would make your eyes cross. As I type this one of my competitive link audit scripts is in its third hour of chewing on tens of thousands of inbound links linking to several sites my client's site competes with.

But for this week's column let's imagine my link analysis has absolutely nothing to do with search rank. What good is all my link analysis if I don't use it to try and improve search rank? How do you study thirty or forty thousand links if search rank, PageRank, high trust domains etc., don't matter? What's the point? What do you look for?

Plenty. In fact, some of the most fascinating and useful information can be found if you remove search engines from your link analysis objectives. The challenge is knowing what to look for, and that will only come with the full column at SearchEngineLand

Link well my friend

About the Author
Eric Ward founded the Web's first services for announcing, linking, and building buzz for Web sites, called NetPOST, in 1994, and in 1995 he launched the URLwire Site Announcement Network, which today has millions of readers and remains the only service devoted 100% to announcing useful web content. Eric is best known as the person behind the first linking campaigns for,, and His services won the 1995 Award For Internet Marketing Excellence, and he was selected as one of the Web's 100 most influential people by Websight Magazine in 1997. Eric is a 4-star speaker at Jupiter's Search Engine Strategies conferences, and he publishes a monthly how-to newsletter called THE WARD REPORT: Link Building and Content Publicity Tactics. Eric writes several online marketing columns including LinkWeek for, and previously wrote for and Ad Age magazine.  Eric, wife Melissa and four year old Noah live in Knoxville, Tennessee.
Content Publicity & Link Building Strategies since 1994
I help content sites attract and obtain online publicity, topically relevant links, trusted links, and quality editorial links
I create linking strategies and conduct link training sessions 
I help people understand the nuances of linking that enable their sites to thrive
100% white-hat tactics honed since 1994

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