brightonseo 2013 paul madden - how to spot a shitty link
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Paul Madden from the LinkRisk.com team upload's his slides from BrightonSEO on How to spot a shitty linkTRANSCRIPT
HOW TO SPOTA SHI**Y LINK
BY PAUL MADDEN
HOW TO SPOTA SHITTY LINK
BY PAUL MADDEN
HOW TO SPOTA SHITTY LINK
BY PAUL MADDEN
WHO IS PAUL MADDEN?
Former professional spammer
The Provider of the Largest Number of Links in the UK
BAD YEAR
2012 AFor blatant
SEO
PRE 1ST QUARTER OF 2012
Throw as many links as
you dared
Some counted some
did not
If you threw enough of the right stuff you
won
WHAT CHANGED?
Further Pressure
Penguin
Unnatural Link Warnings
Disavow Penalties all over the
place
&
WHAT ISPENGUIN?
Squawk!
IS A PENALTY OR FILTER
PENGUIN
AIMED AT SEO
TO DULL THE EFFECT OF
DESIGNED
People Chasing the Algorithm
PENALTIES
LINK
Google have sent a number
of waves of unnatural link
warnings
There is now a much more
formal procedure to
get the penalty removed
They are still sending them
WE ALL NOW FACE
THE PROBLEM
Links are STILL the Signal
THE MYTHOF NATURAL LINKS
THEY NEED US
WE ARE THE SIGNAL
ABOUT SHEEP
A WARNING
Don’t follow what everyone else does or you’ll be in the next
filter
Guest Posts
Infographics
WHAT’S LEFT ?
TYPES OF LINK
PAID LINKS
BANNE
D
GIFTS
BANNE
D
ADVERTORIALS
BANNE
D
Infographics
Guest posts
Directories
Social Bookmarks
Paid in content
TYPES OF LINK PROFILES
THERE ARE 2
YOU HAVE TO MANAGE EACH ONE
EVERY LINK HAS RISK
Validate every link opportunity
Only buy link building services if the company can demonstrate that they know what risk is and how they handle it
Be realistic in your link risk exposure
WHAT WASOUR
RESPONSE?
We needed to try understand what the link risk was of every link we had placed or were going to place
5 MILLION DOMAINS 4.6 MILLION CATEGORIES
26 MILLION KEYWORD PROFILES WITH 1.2 MILLION UNIQUE KEYWORDS60 M
ILLION +
DATAPOINTS
Google have hidden what they consider a bad link well
To rank you have to build,
but you have to manage the risk far more
MANAGING THE RISK OF LINK BUILDING
1. 2. 3.
Have someone audit your links with experience
Audit what you have
Determine what is risky and
what to remove
Removing is almost as bad as not removing
If you determine what the problem links are, out of every 100 links you identify as bad Google probably only thinks 20 are bad
Removing all 100 is as bad for your rankings as getting penalised in some cases
WHAT TO LOOK FORSIGNALS OF RISK
far higher % of on anchor
higher % of sitewides
higher % of suspect cctld
more links that 40x or 50x
PROPENSITY 4 DISAVOW
What makes a link
problematic?
Reason for the site
Commercial Anchors again
and again
Poor link metrics (Majestic / Moz / PR)
No Social Activity on a site (Twitter /
Facebook)
Banned Words
Links to bad places
No interaction on the site
Wrong CCltd
OR EVERY SUSPECT ONE
LOOK AT EVERY LINK
Risk is obvious in the anchor text distribution
WHAT TO DO IF YOU GET CAUGHT?
3 Main Risks:
Penguin Link Devaluatio
n
Link Warnings
AND WAIT FOR GOOGLEREBALANCE
WITH CAUTIONREBUILD
Manual Penalty: Link audit and clean-up
Link removal attempts (keep records)
Disavow the links that you cannot remove
REMOVALS
FOR EVERY LINK YOU REMOVEYou have to consider what
you might have to add & how
WAIT!
REINCLUSION REQUEST IF YOU AREN’T SUCCESSFUL TRY AGAIN
KNOW WHEN YOU’RE
BEATEN
DON’T WORK AS WELL AS THEY DID
301’s
REDIRECTIONSAND NEW DOMAINS
BEWARE WHAT PASSES…
IMAGE CREDITSSlide 4 – Vote by jonathan mcintosh
Slide 10 – Signals by nottsexminer
Slide 14 – Builder by Titanic Belfast
Slide 20 – Camel by wwarby
Slide 21 – Lion by amandarichard421
*Paul – Rest stolen from the interwebs