Link building presentation from the London PMI 2014 conference

RECOVER – PROTECT – BUILD
CHR I S TOPH C . C EMP E R
Christoph C. Cemper

About
Christoph C. Cemper
SEO
Founder of
LinkResearchTools
Creator of Link Detox
@linkdetox @cemper @lnkresearchtool

ABOUT
• 20 SEO Tools in one suite
• Domain & Link Analysis
• Competitive Research
• Link Audits
• Penalty Recovery
• Website Relaunch Support

ABOUT
• 4 SEO Tools
ONLY for Penalties
• Link Detox
• Link Detox Screener
• Competitive Link Detox
• Link Detox Boost

RECOVER
PROTECT
BUILD
RANKINGS.
RESULTS.

Matt Cutts, Head of Google Webspam Team
Fighting SEO Spam since January 2000

BUT: ARE HAPPENING
The question is WHEN…
And WHO gets hit.

A 99% DROP IN TRAFFIC HURTS

IF GOOGLE CALLS YOU „PURE
SPAM“

EXPEDIA

It‘s an automated Spam Fighter.

GOOGLE PENGUIN
Penguin hates
 Low quality links
 Over optimized anchor text
 Keyword stuffing
Penguin likes
 Natural links
 Contextual thematic links
This is unacceptable  Diversified anchor text

A QUICK
introduction

THOUSANDS OF VICTIMS…
 Penguin 1 on April 24, 2012 (impacting
around 3.1% of queries)
 Penguin 2 on May 26, 2012 (impacting
less than 0.1%)
 Penguin 3 on October 5, 2012 (impacting
around 0.3% of queries)
 Penguin 4 (AKA Penguin 2.0) on May 22,
2013 (impacting 2.3% of queries)
 Penguin 5 (AKA Penguin 2.1) on October
4, 2013 (impacting around 1% of queries)
 Penguin 6 (AKA Penguin 3.0) on October
17 (impacting around 1% of queries)

Disappointment that it’s too soft
BUT: still rolling out
Effects in US, UK, TR, FR, DE
Penguin Ripple Effect
Joy about recoveries

Success Stories of Link Detox users after Penguin 3.0

RECOVERY JOY – 300%
INCREASE
http://www.linkresearchtools.com/case-studies/google-penguin-3-0-recovery/

Rick Lomas:
www.foldingbikeguide.co.uk

Marc Enzor:
www.geeks2you.net

www.elikarealestate.com/

Darryl Coombes
http://www.webseo.co.za/

Darryl Marc Kenigsberg
Coombes
http://bitcoinchaser.www.webseo.com/
co.za/

…

Penguin 3.0 NOT FINISHED
YET

Google does not do
what google says
- Nofollow links
- 302 redirects
Don‘t pass PR
But are part of
link profiles.
And objected by Google.

IMPLEMENT
ONGOING Link Audit, Outreach, Disavow and Boost
WEEKLY!

protect
Continuous monitoring
Link Alerts

AUDIT outreach, disavow
BOOST

AUDIT OUTREACH,
DISAVOW BOOST

How PEnguin
PROBLEMS look like

oR So

THIS MEANS...
…it is NOT
about
a single Risky Link

past: price per LINK!
Price per Link Price per Link Price
per Link Price per Link Price per
Link Price per Link Price per Link
per Link 11 Cent… COME ON!

now: risk per LINK!
 How
 Might
 Your
 Links
 Harm
 YOU?

 Not indexed domains
 Dangerous domains (Malware, Malicious or Virus)
Weak domains
 Link networks
 Article Directory Links
 Spammy forums
 Location problems

Bad
 Buy Links

Bad
 Free Directories

Bad
 Forum/Blog Spamming

Bad
 Link Swaps
 1:1
 Triangle
 Link Wheels

Bad
 Automated Guest Blogging
 „Guest Blogs“ that are paid links
 STILL GOOD:
Original Content
+
Authority Sites

Bad
 Money Keyword Link Growth with
 Widgets
 Themes
 Infographics

Advanced
Common backlinks
 Link juice thief
Missing links
Competitors strongest links with low risk
WHAT-IF Analysis
= Link Opportunity Simulation

 Should I Buy Links To Improve Google
Rankings?
SHORT ANSWER – NOT IF THEY LOOK LIKE
PAID LINKS!
 Problem is – Link Sellers Are Rarely
Discreet

It's OK to ask for links -- if you do it the right way.

 This is the most important thing to do, but it's also the hardest way to earn links
 Press releases are still important, but they're more useful for spreading the word about
something important your company did -- such as hiring a noted executive, releasing a new
product or embarking on a charitable endeavor.#
 Same with Social – not for the links, but the exposure that gives links

 With some good PR follow up you can usually convert that into a ‘link’ and add some extra
value to the piece they have written, so everyone wins.
 How: Setup Link Alerts – filter my “MENTION”
 For historic mentions: run BLP – filter by MENTION – shoot opps into Pitchbox

WHAT-IF =
LINK OPPORTUNITY RISk CHECK

SEO
 SEO is not a one-shot process.

 Add new, useful content to your pages on a regular basis. Content freshness adds relevancy to
your site in the eyes of the search engines.

 It is just one isty bitsy part of the ranking algorithm. A site with lower PR can actually outrank
one with a higher PR.

 Check for canonicalization issues – www and non-www domains. Decide which one you want
to use and 301 redirect the other to it.

 Diversity is the key to success for your website to be high scoring. Be different from what
others do.

 Join associations
 Reach out to the press
 Get reviews
 Give testimonials
 Offer internships
 Attend offline events
 Organize contests
 Support local sponsorship
MORE:
http://www.linkresearchtools.com/case-studies/link-building-tips-small-business-smb

http://www.linkresearchtools.com/case-studies/

SEO is not a one-shot process!!!
 The search landscape changes daily, so expect to work on your optimization often.

EXPECT ALWAYS RUNNING PENGUIN
ALGO
 Penguin Still running
 Maybe forever
Protect your site
 Link Alerts
 Link Detox
 Weekly Disavows
 Weekly Link Detox Boost

=
Give me Your Business Card
and I will give you a
FREE MONTH ACCESS TO LRT

A LOT
QUESTIONS?
CONTACT US
helpdesk@linkresearchtools.com
http://www.linkdetox.com
http://www.linkresearchtools.com
http://helpdesk.linkresearchtools.com

Link building presentation from the London PMI 2014 conference

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Link building presentation from the London PMI 2014 conference