Link Audit

A systematic process for auditing your backlink profile, identifying harmful links, and managing your link equity to protect and improve organic rankings.

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1. When to Run a Link Audit

Trigger a full audit when:

• You have experienced an unexplained rankings drop
• You are inheriting an existing domain (acquisition, agency handover, etc.)
• You have historically used aggressive link building tactics
• You are recovering from a manual action (Google penalty)
• You are conducting quarterly off-page SEO maintenance
• You suspect negative SEO (competitor-initiated spam attack)

Run a lightweight monitor continuously: set Ahrefs or Google Search Console alerts for significant new link volume spikes, which can signal a negative SEO attack.

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2. Tools for a Backlink Audit

Tool	Primary use	Cost
Google Search Console	Official Google data; new links report, manual actions	Free
Ahrefs Site Explorer	Most comprehensive backlink index; toxic link scoring	Paid
Semrush Backlink Audit	Automated toxicity scoring; disavow file export	Paid
Moz Link Explorer	Spam Score metric per domain	Paid (limited free)
Majestic	Trust Flow / Citation Flow metrics	Paid

Recommended workflow: Start with Google Search Console for the authoritative Google view, then enrich with Ahrefs or Semrush for scoring and filtering.

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3. Exporting Your Backlink Data

Google Search Console

1. Open GSC > Links > External Links
2. Download "More sample links" exports for Top linking sites and Top linked pages
3. This gives you Google's direct view of your link profile - always start here

Ahrefs

1. Site Explorer > enter your domain > Backlinks
2. Filter: dofollow, one link per domain, live links
3. Export to CSV (up to 150,000 rows on standard plans)

Semrush

1. Backlink Analytics > your domain > Backlinks
2. Use the Backlink Audit tool (separate from the Analytics tool) for automated toxicity scoring with a pre-built "Toxic" column

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4. Metrics to Check Per Backlink

For each linking domain, assess:

Metric	What it tells you	Concern threshold
Domain Rating / Domain Authority	Overall link strength of the linking domain	Not a concern in itself - even low-DR links can be legitimate
Moz Spam Score	Percentage of similar sites that were penalized	Flag at 60%+
Majestic Trust Flow	Editorial quality of links to the domain	Flag if very low relative to Citation Flow
Organic Traffic (Ahrefs)	Does the site have real visitors?	Flag if near-zero traffic with many outbound links
Topical Relevance	Is the site related to your niche?	Flag if completely unrelated and pattern-matched
Anchor Text	What anchor was used?	Flag for exact-match keyword patterns at scale
Link Placement	Where on the page is it?	Flag sitewide footer/sidebar links from low-quality sites
Link Velocity	When did the links appear?	Flag for sudden spikes (especially same anchor text)

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5. Identifying Toxic and Spammy Links

5.1 Hard signals (almost always disavow)

• Links from sites that are known link farms (sell links openly, no real content)
• Links from sites in completely unrelated niches in suspicious volumes (e.g., hundreds of links from gambling sites to a B2B software company)
• Sitewide links (links appearing in footers or sidebars across hundreds of pages on one domain) from low-quality sites
• Links using exact-match keyword anchors at scale (e.g., 50 links all with the anchor "buy cheap insurance online")
• Links from deindexed or penalized domains
• Links that appear to have been placed automatically (comment spam, forum profile spam, wiki spam)
• Links from sites that don't exist anymore but are still in Ahrefs index (Wayback Machine check shows site was a PBN or thin content site)

5.2 Soft signals (investigate before deciding)

• Low Moz Spam Score (30-60%) - check the site manually before disavowing
• Irrelevant domain - an unrelated link is not inherently harmful unless it fits a manipulative pattern
• Low DR - low DR links are typically neutral, not harmful
• Nofollow links from spammy sites - these rarely need disavowing as Google already ignores them

5.3 Manual site inspection checklist

For flagged domains, visit the site and check:

• Does the site have original, readable content?
• Are there real authors/About pages?
• Does the site have organic search traffic? (Ahrefs Overview)
• Is the outbound link section a paid/sponsored link list?
• Does the site cover the same or related topics to yours?
• Was the link editorially placed (in context of an article) or obviously injected?

If 3+ of these checks fail, flag for disavow.

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6. Anchor Text Ratio Analysis

A healthy anchor text distribution looks roughly like:

Anchor type	Healthy range	Red flag range
Branded (company name, domain)	40-60%	Below 20%
Naked URL (yourdomain.com)	10-20%	Below 5%
Generic ("click here", "read more")	5-15%	Not a concern unless 50%+
Partial match (keyword + other words)	10-20%	Not a concern unless rising unusually
Exact match (target keyword verbatim)	1-5%	Above 10% is a Penguin risk signal
Other/miscellaneous	5-15%	Not a concern

How to check: In Ahrefs Site Explorer, go to Anchors report. Export the full list and categorize each anchor into the buckets above. Calculate percentages.

If exact-match anchors are over 10%:

1. Identify which domains are using exact-match anchors
2. Check if these are editorial links where the anchor was natural, or if they look placed specifically for SEO
3. Disavow the obviously manipulative exact-match links first
4. Begin building more branded and generic-anchor links to dilute the ratio

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7. Segmenting Links for Action

After reviewing your flagged links, segment them:

Category A - Keep: Legitimate editorial links, even if from lower-quality sites. Do not disavow links from real sites that editorially chose to link to you.

Category B - Request removal: The most egregious toxic links (PBN links, paid links you acquired, link farm placements). Attempt to contact the site owner first:

• Use Hunter.io or WHOIS to find contact info
• Send a polite removal request email
• Log every attempt with date and response
• If no response after 2 attempts, move to Category C

Category C - Disavow: Links where removal is impossible (site is abandoned, owner unresponsive after 2 attempts, or site is clearly spam with no legitimate contact). Also: any link you are confident is manipulative and harming your site.

Threshold for disavowing: Do not disavow based on low DR alone. Google ignores most irrelevant low-quality links naturally. Only disavow when you see clear manipulative patterns or hard signals above.

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8. Creating a Disavow File

8.1 File format

The disavow file is a plain text (.txt) file. Google's format:

# Disavow file for example.com
# Created: 2025-01-15 | Reason: Toxic link cleanup after manual audit
# Domains disavowed: 47

# Tier 1 - confirmed PBN and link farms (manual review)
domain:cheap-links-example.com
domain:pbn-network-site.net
domain:spam-blog-2019.co

# Tier 2 - unresponsive removal requests
domain:abandoned-spam-site.com

# Individual URLs (use when only specific pages are problematic)
https://otherwise-legitimate.com/specific-spam-page

Rules:

• One entry per line
• domain: prefix disavows ALL links from that domain (preferred)
• A bare URL disavows only that specific URL
• Lines starting with # are comments - use them liberally for documentation
• File encoding must be UTF-8 or 7-bit ASCII
• Maximum file size: 2MB (approximately 100,000 lines)

8.2 Uploading to Google Search Console

1. Go to Google Search Console Disavow Tool: https://search.google.com/search-console/disavow-links
2. Select your property
3. Click "Upload Disavow List"
4. Upload your .txt file
5. Google will confirm receipt; the file takes 1-4 weeks to be processed

Important: The disavow tool replaces your entire previous file - it is not additive. Always maintain a master disavow file and upload the complete updated version each time.

8.3 Keeping the file updated

• Date-stamp entries with comments when you add them
• Review and update quarterly as part of your link audit
• Never delete entries from previous audits - only add new ones unless you have confirmed a previously-disavowed domain is now legitimate

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9. When Not to Disavow

Do not disavow:

• Low-DR links that are topically relevant and look editorial
• Nofollow links from any source (Google already ignores them for ranking)
• Links from unrelated niches that appear as single one-off placements
• Links from sites you don't recognize but that have real organic traffic
• Competitor links pointing to your site that look legitimate (even if surprising)

The cost of over-disavowing: If you disavow legitimate editorial links, you actively remove ranking signals. The disavow tool is for spam, not for trimming a link profile you wish looked different.

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10. Monitoring for Negative SEO

Negative SEO is when a competitor (or bad actor) intentionally points toxic links at your site to trigger an algorithmic filter or manual action.

10.1 Signs of a negative SEO attack

• Sudden spike in referring domains (hundreds or thousands of new links in days)
• New links all share the same suspicious anchor text
• Large volume of links from the same or similar IP ranges
• Links from known PBN clusters appearing all at once
• Ahrefs alerts fire multiple times in one day for new link spikes

10.2 Response playbook

1. Verify the spike in Ahrefs New Backlinks report (filter by last 7 days)
2. Export and categorize the new links
3. If clearly manipulative, add the domains to your disavow file immediately
4. Submit the updated disavow file to Google Search Console
5. Document the incident: dates, volume, anchor text used, domains involved
6. If traffic has already dropped, submit a reconsideration request if there is a manual action; otherwise wait for the disavow to take effect algorithmically

10.3 Preventive monitoring setup

• Ahrefs Alerts: "New backlinks" for your domain - weekly digest minimum
• Google Search Console: Check "Manual Actions" monthly
• Set a baseline for normal new-referring-domain velocity so spikes are obvious
• Quarterly full audit (export, score, review) even without visible problems

Link Tactics

Detailed playbooks for each major white-hat link acquisition strategy.

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1. Digital PR - Earning Editorial Links

Digital PR earns links by creating content that journalists, bloggers, and editors choose to cite. It is the highest-leverage link building tactic for most sites.

1.1 Choosing a linkable asset format

Match the asset to your niche and what has historically earned links:

Asset type	Best for	Why journalists link
Original survey/study	B2B, consumer, finance	Citable statistics with proprietary data
Free tool or calculator	Finance, marketing, tech	Ongoing utility reference
Comprehensive guide	Any niche with information gap	Best-in-class reference resource
Industry report	B2B, SaaS, e-commerce	Annual benchmarks journalists quote
Data visualization	Any niche with complex data	Shareable, embeddable visual
Historical/trend analysis	Finance, culture, technology	Timeline narratives are highly shareable

Validation step: Before investing in asset creation, use Ahrefs Content Explorer to confirm that similar content has earned 10+ linking domains. If comparable content has no links, the topic may not attract editorial attention.

1.2 Building a press list

1. Search for your target keyword in Ahrefs Content Explorer or BuzzSumo
2. Export articles with 5+ linking domains on the topic
3. Find each author's name and email (Hunter.io, LinkedIn, or the publication's contributor page)
4. Segment the list by: tier 1 (major publications, DR 70+), tier 2 (niche authority sites, DR 40-70), tier 3 (relevant blogs, DR 20-40)
5. Verify email addresses before sending (NeverBounce, Zerobounce)

Aim for 50-200 contacts for a campaign. Quality over volume.

1.3 Outreach email template - original research

Subject line formula: [Statistic or hook] + "[Publication name]" Example: 74% of B2B buyers distrust AI-generated content - new data

Hi [First name],

I noticed your recent piece on [specific article they wrote] - the point about
[specific detail] stuck with me.

I thought you might be interested in some fresh data on [topic]: we surveyed
[sample size] [audience] and found that [key statistic that's surprising or
counterintuitive].

The full study is here: [URL]

A few other findings that might interest your readers:
- [Finding 1]
- [Finding 2]
- [Finding 3]

Happy to share the raw data or answer questions if useful for a follow-up piece.

[Your name]
[Title, Company]

What works: Subject line leads with the data point. Email is under 150 words. Includes a direct link (no attachments). References their specific work.

What to avoid: Asking for a link explicitly. Sending to a general press inbox. Including attachments. Using "I hope this email finds you well."

1.4 Follow-up sequence

• Day 1: Send initial pitch
• Day 5-6: One follow-up only - forward original email with 2-line note: "Just bumping this up in case it got buried. Happy to provide raw data if useful."
• Do not send a third follow-up. Move on.

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2. HARO / Connectively Pitching

HARO (Help a Reporter Out) was rebranded to Connectively. Journalists post requests for expert sources; contributors pitch themselves for inclusion.

2.1 Setup

1. Register at connectively.us as a source
2. Set up email alerts for your relevant categories
3. Check the digest 3x per day: early morning, midday, late afternoon

2.2 Response timing

Speed is the single biggest factor. Most journalists close queries within 60-90 minutes of publication. A pitch sent 4 hours later is nearly always too late.

Target: respond within 30 minutes of alert arrival.

2.3 Pitch structure

Do not include lengthy bios, multiple links, or marketing language.

[HARO RESPONSE: {Query subject line}]

Credentials: [Job title, Company, relevant credential in 1 sentence]

[Direct answer to exactly what the journalist asked - 2-4 sentences]

Quotable version: "[The same answer rewritten as a publishable quote that
the journalist can use verbatim without editing.]"

Happy to elaborate or provide additional context.

[Name]
[Title, Company]
[Phone - optional for journalists who want to call]

Length: 100-200 words total. Journalists read dozens of pitches per query.

2.4 What makes a winning pitch

• Answers the exact question asked, not a related question you prefer
• Contains a quotable sentence - something that reads well in an article
• Demonstrates genuine expertise with a specific claim or number
• Is short enough to skim in 20 seconds

Avoid: Pitching queries where you are not a genuine expert. Rephrasing the journalist's question back at them. Starting with "As an expert in...".

2.5 Tracking results

Log every pitch in a spreadsheet: query date, publication, topic, response sent, whether you were cited, link earned (yes/no/nofollow). This data helps identify which categories and query types convert for your domain.

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3. Broken Link Building

Replacing dead links on third-party pages with links to your working equivalent content.

3.1 Finding broken link opportunities

Method A - Competitor backlink analysis

1. Enter a competitor URL in Ahrefs Site Explorer
2. Go to Broken Backlinks report
3. Export broken links pointing to competitor content
4. For each broken link, check: is there a page on your site (or that you can create) that covers the same topic?

Method B - Resource page scanning

1. Search: [niche] inurl:resources or [niche] inurl:links or [niche] "useful resources"
2. Visit each resource page and use the Check My Links Chrome extension to surface 404 links
3. Note the broken link URL and the hosting page URL

Method C - Ahrefs Content Explorer

1. Search for your core topic in Content Explorer
2. Filter by "broken" backlinks (Ahrefs can show you pages that have been deleted but still have inbound links)
3. If you have content that covers the same topic, outreach to the pages still linking to the dead URL

3.2 Qualifying opportunities

Before outreaching, verify:

• The hosting page has real organic traffic (use Ahrefs page traffic or SimilarWeb)
• The dead link's topic is close enough to your content to be a natural replacement
• The page looks like it's still maintained (recent posts, working links elsewhere)

Skip pages that are clearly abandoned, have no traffic, or are pure link farms.

3.3 Outreach email template

Subject: Broken link on [page title or URL]

Hi [First name],

I was reading your [page name/URL] and noticed one of the links appears to be
broken - the link to "[anchor text or topic]" returns a 404.

I have a [article/guide/resource] on [same topic] that covers [what it covers]
and might be a useful replacement: [your URL]

Either way, thought you'd want to know about the broken link.

[Your name]

Key points: Lead with the value (alerting them to a broken link). Keep the replacement suggestion as a secondary offer. Do not ask for a link - offer it.

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4. Guest Posting Strategy

4.1 Finding guest post opportunities

Search operators:

[niche] "write for us"
[niche] "guest post guidelines"
[niche] "submit a post"
[niche] "contributor guidelines"
[niche] "accepting guest posts"

Vetting criteria (check every site before pitching):

• Ahrefs DR 30+ (adjust for niche - some niches have lower average DRs)
• Organic traffic 1,000+ visits/month (Ahrefs or Semrush Site Overview)
• Content is topically relevant to your site
• Recent posts (published within last 3 months)
• Editorial review visible (not every guest post accepted)
• No obvious "sponsored" labels on all content

Red flags - skip the site if:

• The "write for us" page explicitly promises a "dofollow link"
• Guest posts cover wildly unrelated topics (casino, crypto, health - all on one blog)
• No real authors are identifiable
• The site appears to publish 20+ guest posts per week with no curation

4.2 Pitch email template

Subject: Guest post pitch: [2-3 headline options]

Hi [First name / Editor],

I've been reading [site name] for a while - [one specific genuine observation
about their content or a recent piece you read].

I'd love to contribute a guest post. I have a few ideas that I think would
resonate with your audience:

1. [Headline option A - specific and benefit-driven]
2. [Headline option B - different angle or format]
3. [Headline option C - optional]

A bit about me: [2-sentence bio with relevant credentials or published work].

Happy to write a detailed outline first if that helps. Let me know if any of
these directions interest you.

[Your name]

Do not: Attach a full draft in the initial pitch. Mention links or SEO. Use a template opener that's obviously copy-paste.

4.3 Writing the article

• Write for the host site's audience first - your link is a byproduct, not the goal
• Place your contextual link where it genuinely adds value to the reader
• Standard expectation: 1 contextual link to your site; 2 is acceptable if both are highly relevant
• Include the author bio link separately from contextual links
• Match the site's style, length norms, and content standards

4.4 Tracking and scaling

Maintain a spreadsheet:

• Site URL, DR, contact name, pitch date, status, publication date, link URL
• Note response rate per outreach batch to refine targeting over time
• Build relationships with editors who accept your posts for repeat contributions

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5. Resource Page Link Building

Resource pages are curated lists of links on a topic. A link placement here is straightforward to earn if your content is genuinely useful.

5.1 Finding resource pages

[keyword] inurl:resources
[keyword] inurl:links
[keyword] "helpful resources"
[keyword] "further reading"
[keyword] "useful links"

5.2 Outreach email template

Hi [First name],

I came across your [page name] resource page - it's a great collection for
anyone researching [topic].

I wanted to suggest a resource that might be a good addition: [your content
title and URL]. It covers [what it covers in 1 sentence] and I think it would
fit well alongside [specific resource already on their page].

Thanks for maintaining such a useful page.

[Your name]

Keep it short. Do not over-explain.

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6. Skyscraper Technique

Coined by Brian Dean (Backlinko). Find content with many backlinks, create a definitively better version, then outreach to everyone linking to the original.

6.1 Process

1. Find a piece of content in your niche with 30+ referring domains (Ahrefs Content Explorer, filter by referring domains)
2. Audit the content for gaps: outdated data, missing sections, poor design, shallow coverage
3. Create a version that is meaningfully better - longer is not enough; it must be more comprehensive, more accurate, or significantly better designed
4. Export everyone linking to the original (Ahrefs Backlinks report)
5. Outreach to the linking sites: "I noticed you linked to [original]. I've just published an updated version that [specific improvement]. Here's the link."

6.2 Reality check

The skyscraper technique has lower response rates than it did in 2015-2019 due to market saturation. It works best when:

• Your content is genuinely and obviously better, not just longer
• The original content is outdated (data from 3+ years ago)
• You are targeting a niche with less competitive link building activity

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7. Unlinked Brand Mention Reclamation

Sites that mention your brand name without linking to your site are the easiest link building targets - they already know you exist.

7.1 Finding unlinked mentions

• Ahrefs Alerts: Set up brand name alerts; Ahrefs will email you new mentions
• Google Search Console: Check for referral traffic from mentions without links
• Google Search: "[brand name]" -site:[yourdomain.com] - scan results for mentions without links
• BuzzSumo: Brand monitoring feature surfaces mentions across the web

7.2 Outreach template

Hi [First name],

I noticed you mentioned [Brand] in your [article title] piece - thanks for the
mention!

I just wanted to reach out to say if you ever want to link to us directly,
our homepage is [URL]. We also have a more specific resource at [relevant URL]
that might be a better fit for the context in your article.

No pressure at all - just making it easy if it's useful.

[Your name]

This is the highest-conversion outreach category because there's no cold start - the relationship is already implicit in the mention.