Building links in an efficient way has been something that I have enjoyed systematizing for almost 10 years online now!
This purgatory link building strategy is on track to be one of my all time favorite strategies!
As “white hat” link building goes this is a great strategy since it…
It does require you to use a few tools, act reasonably quickly and create a solid piece of content…but what are you doing running an online business if those stop you 🙂
Enough talk… let us get to the details of what the Purgatory Link Building Strategy is all about…
Stealing backlinks from your competitor is great but really hard!
Stealing competitors links when they are almost dead is easy!
Why is it named “Purgatory” Link Building – These are links that still have unfinished business, the pages they link to are not quite dead and the links themselves have a lot of life left!
For other link building guides:
How is this different from Broken Link Building? Broken link building is about finding a resource that a lot of people linked to that is no longer available. The difference is in timing and scale… when you do broken link building you are reaching out to people who have had that broken links on their site for a number of weeks/months etc… when we are reaching out to domains that are about to expire it may be the first time that they know about the asset they were linking to no longer being active. Often the expiring domain will be a landing page and never actually show up as broken. Plus, you can do this at scale for smaller resources resulting in a lot more opportunities. This is much more scalable with a lower level of overall effort since you don’t need to find a page in your space with 100’s of links to it.
How is this different from the SkyScraper Technique? With the skyscrapper technique you need to create a resource that is sooo much better than the page the website owner is currently linking to they are willing to either add your link or replace the link. This is a much tougher ask and not as scalable since you need to invest heavily in each piece of content. With purgatory link building you don’t need to create a 10x better piece of content.
How is this different from my 301 Building Block Strategy? The 301 building block strategy is related where you leverage a micro site of your content on an expired domain and then move that site to be a content cluster within a larger site leveraging the links to the expired domain to raise the authority of the entire larger site. The 301 building block strategy requires you to actually purchase the domain and create a small cluster of content on the topic. Purgatory link building strategy allows for a more efficient/scalable approach to achieving a similar result.
In this step you are going to find a domain that has people linking to it, they may not yet know that the link on their site is useless since the domain they are linking to is in “purgatory” not yet expired but the page is no longer live.
We will identify a domain, the optimal page on that domain and the type of asset to create to then reach out to.
In this stage we want to identify domains that have solid real links… the best way to do this is to filter on TrustFlow from Majestic and verify it has at least a little traffic. This shows it has quality links and likely not terribly abused from an SEO standpoint since it ranks in Google (meaning the links we are going to want to get are ones that are actually useful).
One other filter to apply is to select “MarketPlace Domains” and then only select GoDaddy Auction
You will be using this filter a lot so be sure to save it!
Open up each of the domains that look like they might make sense for you first in MajesticSEO looking for a site that has “real” and “relevant” links to the URL. Looking at both the Ref Domains and Pages that links have been built to help show what site would make a good target.
We need real links to a decent resource.
Here is an example we will do real time… publishing the alternative page here for these 1,414 domains to link to instead here at the same time I publish this article.
In the pages tab we are looking for a page that can be created better then it was before which received several links and had a high Trust Flow. Often building a page to be an alternative to link to instead of the homepage is hard however many sub-pages will be a lot easier to build a similar page to. In this case we are targeting people who linked to the homepage and now need an alternative.
Now we have an idea of a page or an article that could replace the homepage to recreate on a reasonably relevant site.
The next step is to check to see if we can recreate content that is superior to the expiring content.
If we were to execute this example we would need to re-write and add some additional value add that would have people taking the time to link to it.
Checking in Archive.org to see that the page can be re-written/created anew…
Note – Archive.org and TheWaybackMachine are often down or not working and here are some alternatives.
This step is about preparing for the link building outreach plan.
Using MajesticSEO and ahrefs build as complete a list of everyone who links to that page…
Creating “just” an article may not be enough. The goal isn’t to just match the quality of the content but to top it to provide the extra incentive for the site owner to replace the useless link with your own.
Certainly matching the article quality is important. Doing a little bonus keyword research at this stage so that the article is being created to both be a suitable link alternative but then have a reasonable shot at ranking for a keyword that matters in terms of organic traffic.
The link juice makes this strategy often worth it on its own but if you can find an angle that will move the needle for traffic that is even better!
Make sure you are using strong internal linking strategies from these pages to the pages that matter most for your site so that you can pass the link juice along to the pages that really matter.
If you can get a decent infographic created in a matter of hours for $5 (via Fiverr) with the research already done (share the archive.org link for the data) then it is a great means of getting some additional link love!
If there is a simple video that can be created that will also fulfill the searchers query that might be enough to reach out and share.
Tool / Aid:
If the opportunity is large enough there could be a simple template or tool that would make the effort to swap out the link worthwhile.
Publish the content and be ready for the next step.
See example – 10 Best Note Taking Apps for Windows
If you want to build a really robust outreach machine then have a look at this B2B Lead Generation article!
However, for this relatively efficient outreach system focused around linkbuilding than the outreach tool from SEMRush fits the bill.
This is just one of several strategies we have been developing and scaling within the ContentRefined.com team to be able to REALLY push a site!
Fun Story About the Inspiration for This Strategy – I am a Terrible Loser!
I was buying some expired domains with traffic and lost one I REALLY wanted… being a terrible loser I decided to quickly create some superior quality content then what the site had and “steal” the links going to the domain that I just got outbid on. Yes, I am a petty and a terrible loser! But now hopefully you can be too!
Later talking with the ContentRefined team we decided that this wasn’t just something to execute on a one-off basis but to scale and hence the reason for this post existing.
Very interested in hearing your thoughts on this strategy and more importantly the results you are able to achieve with it!
This post is to serve a couple purposes…
At the bottom of this post we will share some resources on how you can achieve similar results in terms of impressive traffic increase that Doug Cunnington achieved to his sites.
The end result of this effort was…
At ContentRefined Maddie and her team developed a process called the Pareto Upgrade where they identify the content to upgrade that will have the biggest impact and be able to predictably show an increase in traffic quickly.
Doug Cunnington is a contact in the space who runs a site called NicheSiteProject.
During a conversation with him we were comparing notes on what was working now with his sites and what we were learning from all the data analysis ContentRefined does. From that discussion an idea was born to take one of his sites, identify and complete several upgrades and share the results.
Based on those results, we completed an interview and case study post at Doug’s site you can see here.
The results of a value first approach was a win for Doug’s site, win for his audience and a win for ContentRefined. This is an example of the type of affiliate relationship of ‘value first’ that we prefer to do.
The business benefit to ContentRefined was significant with over $8k in sales and 7 well-qualified new customers we will be able to help!
Results for Content Refined: $8,388.00 and 7 new customers
Doug Cunnington made $838.80 in Affiliate Earnings
With every business I operate, we are constantly looking for ways to improve our systems and either make them more efficient or to provide better results. This is no different when it comes to our LightningRank services. For each Lightningrank service, we rely on expired domain tools to help us fulfill our services, and in the past, we have used Register Compass, but more recently we have switched to Spamzilla.
RegisterCompass was great over the years but it’s more expensive and I find the usability of the program to be a bit harder. When taking a 3 hours period, with Register Compass we would find about 5-6 quality domains, however with Spamzilla since we have started using it, we have been able to find double that amount in the same time period on average.
We have been using this tool for just under a month and since then our team has loved it and has been able to be more productive with it, so we wanted to show you some of the cool features that go along with it. If you are interested in building out your own PBN or having us do it, using our improved system, you can take a look at this case study we did a few weeks ago.
The filter section is great. It allows you to customize exactly what you are looking for down to the Topical Trust Flow you are looking for. Another feature I really like is that you are able to select the anchor text language, which helps to quickly eliminate thousands of spammy domains.
If you have a particular set of filters you like, you can also save the preset so it’s quickly usable the next time you go to find domains as well.
Once you are searching for domains, the look and feel of the dashboard is very user friendly. You can quickly see the Topical Trust Flow categories under the Maj Topics heading which allows you to easily look for domains that are in the niche you are looking for.
You also have the ability to click on the number in the TF column and it will bring up the MajesticSEO screen where you can dig deeper and look at the backlinks. The one thing I don’t like is that you can’t move the headings and arrange them the way you want them to be arranged, but it’s pretty easy read the headings that it’s not a big deal.
If you are looking for domains for either building out private blog networks or you are looking for a money site domain, this tool is a fantastic tool to have and it comes at the fraction of some of the other tools in the space.
I always get emails from potential clients asking about PBNs and whether or not they still work in today's day and age. The last time I did one of these updates was back in 2017, which you can find here. However, I decided to do a little test with one of my sites to see how it reacts to PBNs in 2019. During this test, I decided to try and improve 6 keywords by pointing 1 PBN link to each. Below are the results, most of the results were positive however there are a few that had little improvement. This could be due to competitiveness of the niche or that it may need a little more time to pass the link juice onto that keyword.
Keyword #1: This keyword was stuck around the 38-40 rank but within 2 months of the PBN link being live, it bumped up to #7.
Keyword #2: This keyword lost its rankings back in October, where it fluctuated between 55-60. I wanted to try and bring it back to life as it was a high volume keyword. The link went live on Feb 20th so less then a month later it popped back up in the charts at 48. I am hopeful that after a few more weeks it will move a little more.
Keyword #3: This keyword is one where it either may need a bit of time or it may need more links in order to help it move more in the rankings. The PBN link was added Jan 5th, it did drop its rankings in October and the link seemed to help it gain back its rankings. Hopefully in a few more weeks it will move a bit more.
Keyword #4: This keyword was consistently sitting at 5 in Google for a long time. After getting a PBN posted on Jan 3rd, the keyword took a bit of a ranking hit but soon increased its rankings and is now sitting at 1 for a keyword with a volume of 2K/month and is a buyer intent keyword as well.
Keyword #5: This keyword was sitting at 4 for a while. After the link was posted, the keyword lost its rankings completely, however about a week later the ranking came back and within 2 months, the keyword bumped up to #1.
Keyword #6: This PBN link was posted on Jan 10th, it initially had some good traction and climbed to 29th but then dropped to 32. It would of been nice for it to stay up but it is ranking higher than it was prior to the link, so although not a huge push, it still moved a bit.
PBN (private blog network) are sites that are built up with the intent to link to your site. We find expired domains that still have quality links pointing to them, build a similar website on the expired domain and link to your money site. The end result is you can create network of high authority and relevant sites linking back to your money site and increasing its rankings in Google.
There are two approaches you can take when building PBN links. One is to create your own sites, which I have created a how to guide here. The other is to use services such as LightningRank who will do everything for you.
This is a very hard thing to judge as there are so many factors that are involved in the process. What we usually like to do is look at a few similar sites that are ranking higher for a particular keyword and look at how many links are pointing to that page in Majestic. If there are 10 links but 7 of them are very low quality (ie TF<10 and CF<10) we do not count them. So we would only count 3. Meaning we believe that we would roughly need about 3 links to rank that keyword similar to that site.
Just like any links on the internet, there are risks associated with using PBN links. You must decide if the risk is worth it to see if you can improve your rankings. We do keep up with Google algorithms and make changes to our process so that we keep up with building sites that are able to mostly withstand Google.
Whenever purchasing a website or an expired domain there are a lot of risks that need to be considered. One of the biggest is the exposure to a Google Penalty based on the sites backlink profile (penguin or manual un-natural link penalty).
In this article I will show you the 9 common kinds of backlink SPAM and how to quickly spot them.
For an even more in depth guide on performing due diligence before you purchase a website checkout https://www.motioninvest.com/buying-websites-for-sale/
With both my expired domain finding service and my recent focus on purchasing a couple of websites I have been deep diving into analyzing backlinks.
Several months ago I purchased a website which I knew had paid for a few links. I believe as a result of those links the site went from making close to $1,000 in the first month I purchased it(after making monetization changes) down to $250/month due to a penalty!
I was aware of the links and believed I priced the risk fairly into the purchase ($4k to buy the site)…unfortunately for me the site got hit pretty quickly after purchasing.
I use MajesticSEO(not an affiliate link) to analyze backlinks because of the graphic representation of the link profile which makes it incredibly easy to quickly see the quality of the backlink profile.
Anchor Text manipulation is pretty easy to spot in Majestic SEO. Using the Anchor Text section there are 2 key things to look for..
Most of the instructions above are pretty obvious. The intent of this post with the videos was to hopefully show a nice effective way to quickly determine the quality of the backlinks pointing to a site. Using MajesticSEO daily is a huge time saver for me and I wanted to share some of the tricks I have learned analyzing thousands of domains and dozens of sites over the last few months.
What other tools do you use to analyze a sites backlink quality? Ahrefs? OpenSiteExplorer? other?