The Penguin Update was probably the most famous and most important Google Update when it comes to links. But is that all? No! Google has also developed, but in the hectic everyday life, one may overlook important changes. Learn things that are important for your SEO. Learn things that changed over time, where you may require a knowledge update or things that you never knew.

1. 11 More Things You Didn‘t Know
Links & Redirects
@cemper

2. About Christoph C. Cemper
Founder & CEO of
SEO & Marketing since 2003
@cemper

3. Orange Jacket and SEO

7. The web is
Content and
Links
1

8. YOU CAN NOT
NOT SEE IT.
Or “switch off”.

9. Links still No#1 Ranking Factor
March 2016
Andrey Lipattsev – Search Quality Senior Strategist at Google’s March 2016

10. Not All Redirects
are equal
2

13. • http://www.linkresearchtools.com/case-studies/double-manual-google-penalty-success-302-
redirects-harmful/

14. https://plus.google.com/+JohnMueller/posts/PY1xCWb
eDVC

15. https://twitter.com/randfish/status/7580014829353410
56

16. We want to push rankings
with Links und Redirects
and not „Pass Page Rank“
That’s been the case forever

17. http://lrt.li/seotests
SEO Tested statements
Get them all here…

18. Different anchor text passing power via
links from pages
powered by redirects
3

19. Anchor text passing power of links
powered by Redirects
•Links from pages powered by ONLY a
301 , 302 and 307
•Start 3.2.2016
•Measure „anchor text passing power“
of outgoing links
•Target page on authority domain

20. 301 power lost WAY too soon
Blue = 301 powered source page
March21-April 18 no rankings passed
Orange curve = the target domain!

21. 302 powered ranking
pretty consistently
Blue = 302 powered source page
Orange = the target page

22. 307 powered ranking…
…oh my!
Blue = 307 powered source page
Orange = the target page

23. So how much
Anchor Text Pushing Power
should your Redirects have?
Can you spot my favorite?

25. Summary „Anchor Text
Passing“ from redirect powered
pages
•Only 302 passes pretty
consistently
•Site migrations via 301 might
„die slowly“

26. Summary „Anchor Text Passing“
from redirect powered pages
•Only 302 „survived“ switch of target
domain from HTTP => HTTPS in July
•Only 302 „survived“ switch of target
page to a new product page (via 301) in
August!

27. Summary „Anchor Text Passing“
from redirect powered pages
•Looks like links „stop working“ if
powered by 301 + 307
•Don‘t believe it. Test it yourself
•Get my „Test Kit“.

28. http://lrt.li/seotests
SEO DIY Test Kit
Get the Test kit and test it yourself

29. Different anchor text passing power
via
links to redirects out
4

30. „Anchor Text Passing“
via outbound link redirects
•Test 301 , 302 und 307 Links
•Start 22.6.
•3 target top authority domains
•2 outbound links via redirects
301/302/307

31. MY TEST PAGE
Anchor 1
Anchor 2
Anchor 3
Anchor 4
Anchor 5
Anchor 6

32. MY TEST PAGE
Anchor 1
Anchor 2
Anchor 3
Anchor 4
Anchor 5
Anchor 6
DOMAIN 1 DOMAIN 2 DOMAIN 3

33. „Anchor Text Passing“
via 301 Redirect
• Link#1 / Anchor#1
• ON Jun 23 (Ranking #1)-27 (4 days!)
• OFF (NOT ranking at all) Jun 28
• ON/OFF Jul 12-Jul15
• ON/OFF Jul 22-Jul 26
• ON/OFF Aug 2-Aug 13
• Link#2 / Anchor#2 – only OFF
• „Only first link counts“-idea

34. 301 passing partial and
fluctuates
• Yellow on #1 = it ranks, otherwise NOT ranking

35. „Anchor Text Passing“
via 302 Redirect
• Link#1 / Anchor#1
• ON Jun 22 (Ranking #1, same day!)
• OFF not yet, Aug 30 still #1
• Link#2 / Anchor#2
• ON Jun 23 (Ranking #1, next Day)
• OFF not yet, Aug 13 still #1
• WOW.

36. 302 kicks in fast and stable
• Blue = the linking source page
• Orange = the linking target page

37. Ahhh – that‘s the way I Iike it!
Thumbs Up to 302!

38. „Anchor Text Passing“
via 307 Redirects
•Link#1 / Anchor#1
•ON Aug 7 (Ranking #1, 6,5 weeks delay)
•Until Aug 13
•OFF Aug 17 ( “Rel-Canonicaled to a 301” )
•Link#2 / Anchor#2
•OFF

39. 307 takes LOOOONG
1st link ONLY
• Blue = the linking source page
• Purple on #1 = target page ranks, otherwise NOT

40. Summary „Anchor Text
Passing“ via 301, 302, 307
ONLY the 302 is
fast and helpful

41. Thoughts on Redirects
What does this all mean?

42. Google tells us „Don‘t Worry“?
•Google says: all redirects PASS PAGE
RANK
•Google does NOT say: all redirects are
equal!

43. So it DOES MATTER
Which Redirect you Use!
Hell yeah. It aways has mattered.

44. BTW regarding
Page Rank
Can you guess the next slide?

45. Page Rank is DEAD
Don‘t measure Links via PR
5

48. What to use instead.

49. LRT Power*Trust

50. How to read Power*Trust

51. Links have many
criteria
Not All Links Are Equal
6

52. NOT ALL LINKS
ARE EQUAL!

53. LinkResearchTools (LRT)
measures up to 97 criteria
per link so you can

54. ASK FOR
LINKING PAGES …

55. ASK FOR
LINKING DOMAINS…

56. ASK FOR
LINKS PER MONTH
(Link Velocity Trends)

57. ASK FOR
TYPE OF LINK
(Follow, NoFollow, Redirects, Javascript, Frames, …)

58. ASK FOR
LINK POWER

59. ASK FOR
LINK TRUST

60. ASK FOR
LINK RISK
(Link Detox Risk)

61. ASK FOR
LINK KEYWORD
(commercial or branded anchor
texts)

62. AND MANY MORE ASPECTS
… for EACH LINK.

63. AND DIFFERENT WEIGHTS
… for EACH
INDUSTRY
COUNTRY
LANGUAGE
KEYWORD

64. EXAMPLE: “1000 backlinks”
A single domain linking out
from 1.000 sub-pages
IS NOT LIKE
1.000 domains linking to you
from a single page
Therefore: “Site-Wide Filter”

65. BUT How many linking PAGES
and how many linking DOMAINS?
and FOLLOW vs. NOFOLLOW?
and POWER? TRUST?
and LINK VELOCITY?
BRAND VS. MONEY?
….

66. 307 Redirects
are NOT a „LIE“
7

67. https://plus.google.com/+JohnMueller/posts/E4PqAhRJB2V

68. s

69. Why does John Muller „forget“
server side 307?

71. 303 + RELCAN Loop?
Why not says LinkedIn
8

74. Links and Redirects
from a REL-Canonicaled Page
9
Do they work?

75. Count?
Not count?
How much?

76. Or TWO REL-Canonicals
10
Double? Half? Not?

77. Who ranks
here?

78. http://lrt.li/seotests
SEO Tested statements
Get them all here…

79. LRT Link Redirect Trace Add-on

80. No Problem with PDF Dupe
Content
of PDFs
11
For Google that is.

82. No Problem for Google

83. And The Links?
The Links
The Rankings

84. The BEST LINKS
Are the ones your competitor cannot get

85. SEMY Award 2016
BEST SPECIAL SEO TOOL

87. BROWSER EXTENSIONS

88. Link Redirect Trace

89. LRT Power*Trust

90. Link Research SEO Toolbar

93. ASK ME ANYTHING
@cemper