About Semetrical

Semetrical is a London-based agency, offering high-end search and digital marketing services to some of the UK’s largest online brands across a wide range of industries. Tosin and his team take a data-driven approach to marketing, working holistically across SEO, PPC and social media to deliver excellent results for their clients.

The Objective

One of Semetrical’s clients had been hit by Penguin, and needed to carry out a large scale link removal and disavow project in order to stay competitive in the SERPs.

The sheer quantity of links meant that Semetrical had to find a way to identify which were still live. Any time spent attempting to disavow dead links was time that their client was losing potential traffic. The process had to be both efficient and accurate.

The Solution

The Semetrical team first collected all the client’s backlink data from a variety of sources, such as Webmaster Tools, Open Site Explorer, Linkdex or Majestic. Once they had a comprehensive list, they were able to run a banklink crawl using the tool, to check if the links were still live or not.

“"This saved lots of time for our outreach specialists, because we were able to discard thousands of suspicious links that were no longer live."”

— Tosin Reynolds

The Process

The Semetrical team found thousands of suspicious linking domains. They knew that it would take time to complete the manual analysis and outreach campaigns needed to remove them, so it was necessary to prioritise which domains were having the greatest negative effect on their client’s site.

They uploaded the list of domains into DeepCrawl, and set up a custom extraction to look for the link reference. When the URL returned a 404 status code (or the link reference was not found), Tosin’s team removed it from the list, leaving them with a definitive list of all suspicious links that were confirmed as still being live.

The Result

This process resulted in a far smaller list of websites that still required manual analysis and outreach. The scale of the disavow project was such that this approach saved a key team member around three weeks of their time, generating a superior ROI on the account.

“"DeepCrawl is a fantastic tool that has many uses, outside of the advanced technical SEO features that it’s best known for. The ability to check third party URLs, see if the pages are still live, and identify whether or not specified snippets were found on those pages has been a revelation. The reports to identify markup opportunities per page (e.g. Schema, Open Graph tagging and Twitter cards) are also extremely useful when developing strategies for clients."”

— Tosin Reynolds

DeepCrawl has also been extremely useful as a sales tool for Semetrical. When trying to win a new client, Semetrical will often run a crawl on their website. Then, during the pitching process, they can present clear and actionable data that makes their client immediately aware of potential improvements.