The past year has meant I have spent a lot of time doing something I’ve never had to do before, and something only a small number of SEO’s specialised in before April 2012. Over the past year I have worked with at least one site per month that has received a link penalty of a manual or algorithmic nature.
When should you clean up?
If you’ve received an unnatural link warning or you have seen a significant decrease in rankings around the time of a penguin update then you need to take action as soon as possible.
If however your site is ranking fine but you are sat on a site with a number of shady links in your link profile then it all depends upon your niche and your risk profile. In these situations I would rather build some more high quality links than start a major link cleanup exercise.
Get as much Link Data as you can
The mistake too many people make is just relying on one or two soruces of data for their Link Audits. Personally I will try to obtain as much data as possible from ahrefs, Majestic, OSE, Google Webmaster Tools and any reports the client might have from past SEO agencies. (more…)