How to visualise your websites link profile

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When you talk to an SEO expert about improving your website’s link profile, they will start to bore you by talking about “link juice” and “domain authority” but what does it mean? And is there a better way to visually see your website’s link profile?

In this article, we're going to explain what these buzz words mean and how you can visualise the overall link building structure of your website.

Link Juice

When people talk about “link juice” they are trying to explain that the website’s links flow around the pages like juice.

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The idea is that your home page has the most link authority (juice) and having internal links to other pages will pass on that authority. The theory is that the more juice (links) you get from other websites, the more likely you are going to rank for Google. 

It’s really important that you have internal links to improve the user's journey so that they don’t hit a “dead end”. Don’t go too overboard because having too many links can look spammy. Make sure that the page you are linking to is relevant to the content on the website.

Link juice does not just flow on your website internally. There are many other websites out there that can link to yours (backlinks). Some are good, some are bad and some could act as a poison to your “link juice”. Just like internal link building, it’s important to keep links relevant to your industry and your products.

Checking your backlinks is a common task for digital marketers as hundreds of links are directed to websites every day. One of the many SEO tasks is to filter out the poison and keep the website link profile healthy and as relevant as possible.

Although the SEO jargon of link juice is a very popular term, we personally think that this is out of date and needs a refill… Using the link juice terminology is the most common for SEO's, but this doesn’t help when it comes to relevancy or domain authority (if you are into Moz’s theory). 

The Link Juice theory can also be misleading to people because they think that they will need to buy thousands of links to improve organic rankings. To have this mindset is completely wrong because there are hundreds of other ranking signals that you will need to consider when improving your website. 

So how should you visualise link building? 

Below we have created some creative ways to visualise your website's link profile:


Have you seen those amazing CSI documentaries, where detectives have a picture of the murder victim on the wall, and have pieces of evidence or suspects that link to it? (NCIS is my favourite!) Well we've taken this design from this idea:

Csi  Link Building

This method of visualising links is to help investigate which external links are good or bad for your website. The best way to find other websites linking to yours is by using tools such as:

  •  Moz's Link Explorer
  •  Ahrefs
  •  Majestic

By using these tools, you will be able to see which websites are bad or good for your website. 

With these tools, create a list of the websites you have discovered and see if they are relevant to your company or industry. It’s ok to have backlinks with a low domain authority, just make sure that it’s relevant. A website with a high DA is usually a good indicator that it will improve your website’s authority as a whole (but make sure that it’s relevant!). 

Once you have checked your list, put your list of bad URLs into a disavow file and submit them to google. A clean link profile is a good profile, but if you are unsure what to do in a disavow file, ask an SEO Expert.

Link Circles

This is one of our favourite ways to visualise a website’s link profile. By using tools such as Gephi, you can create a visual overview of a websites link profile.

The best way to do this is to organise the internal links by using tools such as Screaming Frog or Site Bulb. These tools will be able to crawl the internal links of your website, which can be exported to Gephi. Next, gather a list of the backlinks on Google Search Console and then combine this data together with the internal links. Once published, you will be able to see which pages are being linked to the most, and which ones need improvement. 

When using Moz's link explorer tool, you can also add the DA score with the websites to visually see how powerful the websites’ link profiles are.

You can be very creative when using this tool (and can spend a lot of fun playing with it!).

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Source: Search Engine Land "Easy visualizations of PageRank and Page Groups with Gephi"

There are so many creative ways to visualise your website's link profile, but it's important to make sure that they are useful. Creating these maps can help you make important decisions when building external links, adding internal links and even removing potentially harmful links. 

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