The Changing Dynamics of
Link Building for Google
2012 and Beyond
Christoph C. Cemper
(C) 2012 CEMPER.COM & Link Research Tools
Link Building Over Time (2004)
OMG I got bannedfrom Google forpointing a PR8
sitewide link at my 3 days old datafeed
site domain!
Lesson learnt: don‘t overdo it
(C) 2012 CEMPER.COM & Link Research Tools
Link Building Over Time (2012)
Lesson learnt: still don‘t overdo it
Penguins!Killed my site.
(C) 2012 CEMPER.COM & Link Research Tools
About Christoph C. Cemper
• The Guy with the Orange Jacket
• Linkbuilder
• SEO
(C) 2012 CEMPER.COM & Link Research Tools
About CEMPER.COM
• Link Building since 2003 US/UK/DE/AT
• All industries
• Lots of internal research; therefore,Link Research Tools
(C) 2012 CEMPER.COM & Link Research Tools
What DID matter in link building
• Precise Anchortext
• Google Pagerank
• Alexa Rank
• Google Link: command
• Google Cache: command• Because it‘s crippled by Google (since 2004, 2006)
(C) 2012 CEMPER.COM & Link Research Tools
What, no page rank?
Matt CuttsSays(SMX Advanced
Seattle 2008)
We return randompage rank data if wefeel like to – it‘s fun!
Lesson learnt: don‘t look at PR
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What still DOES matter in link building!
RELEVANCY&
TRUST
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Link Building Over Time (2005+)
GoogleGuysays
Build Content forUsers, Not for
Search Engines
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Does all thissound old
and familiar?
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About Christoph C. Cemper
(C) 2012 CEMPER.COM & Link Research Tools
Content Quality is important? (2011)
PANDA!
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Panda and Link Building?
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Enough of the old SEO gossip
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Actionable Advice for Penguin Victims
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7 Ways to Identify Bad Links
7 Ways to Identify Bad Links4 strong indicators
3 soft indicators
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„Outing“ Post on SEOmoz March 15
• http://www.seomoz.org/blog/how-garbage-ranks-in-the-serps-a-case-study
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„Outing“ Posts‘ Result? – NO! 4 weeks later.
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WHICH LINKS TO REMOVE 14 Strong Indicators to Remove a Link
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4 Hard Reasons to Remove
• G!idx=0
• „PageRank“ advertised
• Same Owner/IP Networks
• Theme = Virus, Suspicious, Malware, etc.
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Remove Backlinks with G!idx=0
• G!idx = 0 !
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Hands Off „PR“ Advertised Links
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IP Popularity of backlinks
• smells fake
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Same owners
• Too easy!
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Suspicous / Virus Links
• Too dangerous!
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WHICH LINKS TO REMOVE 23 Soft Indicators to carefully Check & Remove Links
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3 Soft Reasons to Carefully Check & Remove
• Link Velocity Trends < -50%(link growth went A LOT slower)
• Low Power & low Trust(know the 4 types of power*trust links)
• Huge Outcalled Networks(know the outcalled networks)
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Link Velocity Trends < -50% !
All of thedropped sites lost link velocity!
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Four Types of Power * Trust Backlinks
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Four Types of Power * Trust Backlinks
• AVOID: Low Trust and Low Power(“junk links”)
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Four Types of Power * Trust Backlinks
• RISKY: Low Trust and High Power(“pagerank links”)
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Four Types of Power * Trust Backlinks
• GOOD: High Trust and Low Power(“trust link”)
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Four Types of Power * Trust Backlinks
• GOLDEN: High Trust and High Power
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CURRENTLY DOOMEDLinks from link networks are cheap links to remove now
(C) 2012 CEMPER.COM & Link Research Tools
Advanced Process to find Link Network sites
Link Networkscan be found by
YOUpiece of cake…
(C) 2012 CEMPER.COM & Link Research Tools
So Google can easily do it.
We’re no PHP script collection.
We’re Google.
• Lesson learnt: don't underestimate Google(like the last 3-4 years)
(C) 2012 CEMPER.COM & Link Research Tools
Penalized Networks
If a Network has a NAMEthen avoid it!
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Avoid Penalized Networks
• Build My Rank• HKSEO / High PR Society• Authority Link Network / ALN• Linkvana• Rank Jump• …
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HOW TO FIND LINK NETWORKS
Fast Solution
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WITHOUT lots of Excel leg work!
(C) 2012 CEMPER.COM & Link Research Tools
Advanced Process to find Link Network sites
- take 5 link selling sites (suspects)
- automatically identify over 750 link selling sites
- (more suspects)
(C) 2012 CEMPER.COM & Link Research Tools
Advanced Process to find Link Network sites
1. Do LJT with “suspect” bad sites2. Get common results (victims)3. Do CBLT for victims and you4. Common links are highly
probable bad links (check it!)5. Remove/avoid those bad links
(C) 2012 CEMPER.COM & Link Research Tools
Holy cow, this CEMPER guy must be crazy,
I don‘t understand a word.
43
(C) 2012 CEMPER.COM & Link Research Tools
Advanced Process to Find Link Networks
watch the videoat home!
http://cemper.co/linknet
(C) 2012 CEMPER.COM & Link Research Tools
7 Golden Rules of White Hat Link Building
7 Golden Rules ofWhite Hat Link Building
revisited
(C) 2012 CEMPER.COM & Link Research Tools
7 Golden Rules of White Hat Link Building
1. Relevant page & in content links2. Domain Trust3. Natural Anchor Text4. NoFollow5. Juicy Page6. No Spam!7. Don’t buy links for page rank!
classic from2009
and 2007
(C) 2012 CEMPER.COM & Link Research Tools
Look it up
Original Post & Presentation 2009
http://cemper.co/7golden
(C) 2012 CEMPER.COM & Link Research Tools
40 bonus slides
• Revisit„7 Golden Rules of Link Building“
• 2009 vs. 2012
business card forbonus slides!
(C) 2012 CEMPER.COM & Link Research Tools
Management Summary
• All 7 Golden Rules from 2009 are still valid!(the details and metrics evolved tough)
• Spam/Automation got a lot worse(SEOs got away with a lot of black hat/grey hat stuff for too long)
• Google finally reacted to simple spam(Don‘t underestimate Google)
• 3rd Party SEO Metrics got a LOT better
(C) 2012 CEMPER.COM & Link Research Tools
Is Link Building and SEO dead?
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What is really dead
• Avoid cheap links
• Avoid exact match anchors (SEO links)
• Avoid footprints
• Avoid shortcuts
(C) 2012 CEMPER.COM & Link Research Tools
You get what you „pay“ for!
Quality links work.
Cheap links don‘t.
(C) 2012 CEMPER.COM & Link Research Tools
THE BEST LINKSare those that
your competitorscan NOT get!
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Business Card for 40 Bonus Slides
your business card for 40
bonus slides
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http://cemper.co/trial
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Thanks for your attention!
QUESTIONS?
http://cemper.co/trial Link Research Tools trial
Business Card 40 extra slides
[email protected]/cemper
http://www.cemper.com/http://www.LinkResearchTools.com