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5. Link Ratios – I’ve been harping on about this for a while and won’t go into it too much as you can read more about it in my post on link building after Penguin. But, the short answer is aim for 70% branded links (your brand not someone else’s if you’re examplebingo.com then most of the links should relate to examplebingo.com not costabingo.com this seems to regularly be a cause of confusion.

6. Internal Linking – First link rule. Some industry research has shown that Google only counts the anchor text of the first link it finds to a page within a HTML document. As such it is important to ensure that this first anchor text to any page is the most relevant which will pass the relevance you want for the page. Also don’t overdo the internal linking now, it looks spammy.

7. Dead Links – It is important to check that there are no internal ‘dead links’ within a website. A dead link is a link that is either mal-formed or points to a page that no longer exists. This is an issue for users as it provides a bad experience when browsing a website. The potential of the link is also wasted, no relevance or authority to sent to the intended target page. Dead links harm the internal linking structure of a website.

8. Absolute V Relative Links – The use of absolute links rather than relative links within a website can negate many potential duplicate content issues so best to code to use Absolute links.
• An absolute link: Link
• A relative link: Link

Read on for the Content, Social and Miscellaneous checklist

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