hauksson penguin semcamp-2013
DESCRIPTION
TRANSCRIPT
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Link BuildingPost Penguin
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So, what has changed?
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In reality, NOTHING except that….
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The responsibilityis 100% yours
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Further Pressure Penguin
Unnatural Link Warnings
Disavow Penalties all over the place
&
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What hasHAPPENED?
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Throw as many links as you dared
Some counted some did not
If you threw enough of the right stuff you won
Pre 1ST quarter of 2012
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MORE FORMAL SET OF LINK PENALTIES
&
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IS A PENALTY / FILTER PENGUIN
AIMED AT SEO
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TO DULL THE EFFECT OFDESIGNED
People Chasing the Algorithm
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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
Link Penalties
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% of anchor
% of sitewides
% of suspect cctld
more links that 40x or 50x
Signals to look for
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Risk is obvious in the anchor text distribution
www.linkrisk.com
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WE ALL NOW FACE
THE PROBLEM
Links are STILL
the signal… but..
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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
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1. 2. 3.
Have someone audit your links
with experience
Audit what you have
Determine what is risky and what to
remove
Manage the risk of link building
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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
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FOR EVERY LINK YOU REMOVE
You have to consider whatyou might have to add & how
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THE MYTHOF NATURAL LINKS
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What makes a link
problematic?
Purpose of 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 CCtld
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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
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Don’t follow what everyone else does or you’ll be in the next filter
Guest Posts Infographics
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WHAT TO DO IF YOU GET CAUGHT?
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3 Main Risks:
Penguin Link Devaluation Link Warnings
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AND WAIT FOR GOOGLEREBALANCE
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WITH CAUTIONREBUILD
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Manual Penalty:
Link audit and clean-up
Link removal attempts (keep records)
Disavow the links that you cannot remove
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WAIT!
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REINCLUSION REQUEST IF YOU AREN’T SUCCESSFUL TRY AGAIN
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REDIRECTIONSAND NEW DOMAINS
BEWARE WHAT PASSES…
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TAKEAWAYS
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Audit your link profile
Make sure whoever does the audit knows what they are doing
Don’t stop building but do build with care and attention
Watch your link profile all the time
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BIG THANKS
MASSIVE THANKS TO @PAULMADDEN AND THE LINKRISK TEAM
Kristjan Mar Hauksson@optimizeyourweb