Content & Search

Financial Services Client

Why do we need link audits?

Google’s Webmaster Guidelines

Any links intended to manipulate PageRank or a site’s ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site.

If you’ve

  • Had an SEO agency that built links
  • Had a PR Agency that syndicated stories online
  • Had a website online for over a year

You might need a link audit.

Our brief was to research a drop in rankings for a major financial services client and to assess potential challenges that may be associated to their link profile.


Google makes changes to its 200+ ranking factors on a daily basis and link building techniques can become outdated very quickly, creating an element of risk. Our audit determined where action needed to be taken to not only overcome historic challenges but mitigate future risks.



We manually reviewed 1,132,728 Links over 3,286 Domains and labelled them all as either “Healthy”, “Suspicious” or “Toxic” based on a variety of factors including:

  • Website Type (i.e. Blog, Directory, Forum etc.)
  • Content Quality
  • Content Type (i.e. Sponsored, Guest Post, Editorial etc.)
  • How the website links to client site (i.e. Anchor Text, Link Position, Context etc.)
  • Who else the website links to

We then removed a large number of toxic links (24,664 over 969 domains) over a period of time to avoid short term complications such as a drop in rankings and traffic.

After all link removal activity had been completed, we submitted a reconsideration request to Google in an attempt to resolve the challenges our client was facing with its historic link profile.


Since the link audit and subsequent removal campaign, the client has:

Seen an increase in overall organic visibility by


High volume of competitive keywords rise from page two onto page one of Google

1st page

Had an increase in non-brand organic traffic YoY (Oct 2014 vs Oct 2015)