How To Audit For Inconsistent Anchor Text

Transcription: 

Hey, everyone, I’m Chris Long with Go Fish Digital. And welcome to another episode of “60 Second SEO”.

Today, we’re going to talk about how you can audit for inconsistent internal linking anchor text.

So, let’s say we’re Lending Club, and we want to rank for the term “personal loans”, and we want to take a look at our internal links. So what we could do is audit for inconsistent internal linking on our site.

So let’s say I start with a crawl of the site and go on the Lending Club site and perform a crawl. Once that crawl is complete, I can actually export our anchor text. I can go up here to “Bulk Export” > “Links” and then choose “All Anchor Text”.

From there, I’ll be given an Excel spreadsheet with all the anchor text on the site. So if we’re interested in “personal loans”, we might want to filter down. So “contains personal loans”.

And here what I see is we’re actually inconsistently linking these links. Right here are to the core landing page, the one that’s ranking well, but this page is apparently not the page we want to be ranking. This is some “Contact Us” page, and we’re linking to it using the text “personal loans”.

So now what we can do is find the destination page and then change the links here to ensure they point to our actual core destination page, the one we want to be ranking, the one we want users to see. So you can perform this audit to really find, hey, where are we linking to two of the same two different pages using the exact same anchor text?

About Chris Long

Chris Long is the VP of Marketing at Go Fish Digital. With 10+ years of SEO experience, Chris works unique problems and advanced search situations to help clients improve organic traffic through a deep understanding of Google's algorithm and web technology. Chris has advised on the search strategies for clients such as GEICO, Adobe & The New York Times. He is a contributor for Moz, Search Engine Land, and Search Engine Journal. He is also a speaker at industry conferences such as MozCon, SMX East, BrightonSEO and more.