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CHALLENGE

When MessageMedia got in touch with iProspect in April 2014, organic traffic was down 82% year on year, top 10 visibility for generic rankings had plummeted and the AU website had been hit by a manual Google penalty. In addition to this, there were various competing MessageMedia domains in Australia which were causing duplicate content and keyword cannibalisation.

STRATEGY

Because of the nature of a Google penalty, our first aim was to pinpoint the key areas which were affecting MessageMedia.com.au performance from an off-site perspective. By utilizing best in class technology from Link Research Tools we were able to classify all external links into 3 defined groups – toxic, suspicious and healthy. Toxic links were identified for immediate removal, suspicious links were to be investigated manually to determine their toxicity, and healthy links were left alone.

EXECUTION

We conducted an in depth external linking audit and analysed all aspects of MessageMedia links including anchor text, link type, domain authority, IP range, domain age and site type. Our key aim was to highlight link schemes which were negatively affecting performance including link networks, use of over optimised anchor text, and site wide links. With this in mind, we created a spreadsheet with full webmaster contact details and requested that the most toxic links were removed. Where we were unable to have links removed, we created a disavow file which we submitted to Google.Once the backlink profile had been cleaned up, we conducted a site wide migration to consolidate MessageMedia Australia web properties and created a central domain for all authority to be housed under.

RESULTS

The link detox and migration was a great success for MessageMedia Australia and paved the way for us to replicate the same activity in international MessageMedia properties including NZ, USA and the UK. Key achievements include the following:

MessageMedia

Case Study