links & risk management at ionsearch 2013
DESCRIPTION
My presentation about risk management for links at IONsearch 2013. If you saw Interflora tank and don’t think that a couple poorly set-up paid advertorials were the reason, then this session is for you. The SEO game has changed rapidly with Penguin and so has link-building and SEO (hopefully also your’s). You don’t want to be the next Interflora and so your mindset and goal setting has to change from a “price per link” to a risk vs. reward scheme. This session gives examples, thoughts and methods for a more sustainable link building than you did in the past.TRANSCRIPT
L I N K S & R I S K M A N AG E M E N T
C H R I S T O P H C . C E M P E R
ABOUT CHRISTOPH C. CEMPER - SEO
- LRT
- Daddy
ABOUT CEMPER.COM
- 10 Years Experience in Link Building and SEO
- Link Research Tools
- Link Detox
- Talking about Risk of Links since 2011
A LOOK BACK TO 2012 JUST 1 SLIDE
2012 YEAR OF THE PENGUINS
INTERACTION NOW FOR SOME…
WHO WAS HIT BY GOOGLE PENGUIN?
AREN‘T WE ALL JUST A BIT … FACING THE FACTS IS THE FIRST STEP…
UNNATURAL?
LET‘S JUST SEARCH FOR SOME THE ONLY WAY TO RECOVERY
BAD LINKS !
• Link Detox • Removal Outreach • Google Disavow • Round-Trip Disavow
• and REMOVAL!
WHO CLEANED UP ALREADY?
THAT‘S THE PRICE…
FOR THE PAST DIRTY PRACTICES IN SEO
THESE TIMES ARE OVER NOW…
„MAYBE
WON’T HELP,
BUT WON‘T HARM"
CHEAPER CHEAPER CHEAPER
CHEAPER CHEAPER CHEAPER CHEAPER CHEAPER CHEAPER
„AWESOME“ ADS
„HIGH PR“ BLOG POSTS
PROFILE LINKS ROSES ROSES ROSES ROSES ROSES AND…
„STRONG“ BLOG LINKS
YUK!
OMG! ARE THOSE OLD SEO TACTICS ARE STILL BEING USED?
WHAT‘S UNNATURAL…
• Ask Donna…
• Donna Versace
EVERYBODY DOES THAT…
AND THEN…
WHO‘S SURPRISED?
WHO‘S SURPRISED?
OLD SEO JUNK
DIRECTORIES FOR $
THIS IS A PENGUIN-PENALTY
OR THIS
VERY OLD NOGOS IN LINKBUILDING
MATT CUTTS HAS MORE
PENGUIN 4 IS COMING
… will be significant and one of the most talked about Google algorithm updates this year. SXSW 03/13
LINK NETWORK PUNISHMENT
RETHINK NOW! TIME TO CHANGE YOUR MINDSET
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
pro Link 11 Cent… COME ON!
NOW: RISK PER LINK! • How • Might • Your • Links • Harm • YOU?
RISK MANAGEMENT FOR LINKS
DIVERSIFICATION?
• Distribution to many agencies? • „Spread the risk “ • =Diversification of responsibility? • Who controls, checks, approves? • Need for centralized control & reviews
LEGACY-ISSUES
• PRECAUTIONARY Review – not only at 70% • Disavow • Removal • Prepare Outreach
EMERGENCY-PLAN
• Prepare Outreach • Link Seller Contact List • Link Trader Contact List • „Warm Up“ – do they still exist?
REGULAR REVIEW
• Regular Review for Link Detox Risk • New awareness unlike 12 mo ago • Classify your links by risk types • Classify your links by risk probability
TECHNICAL RISK • Networks • PR Punishment • IDX Punishment • etc… DTOX Rules…
• ALGO FILTER
POLITICAL RISK
• DO NOT Make Google look stupid! • Be a Good Merchant! • Competitors = Denunciators?
• MANUAL PENALTY!
RISK PROBABILITY Increases … • When technical rules have been broken • With link strength • When your link profile is unnatural
(competitors!) • When making Matt look stupid • …
LINK DETOX RISK
LINK DETOX RISK
HEALTHY LINKS OF YOUR COMPETITORS
• Link Detox for competitors
• „Healthy Links“ as prospects
• Collect first…
RISK-CHECK BETTER TO BE SAFE ... THAN SORRY
WHY CHECK LINKS? A LINK IS A LINK?
A LINK COULD BE…
1. OK for a domain
2. Suspicious for other domains
3. „the icing on the cake“
CHECKLIST
• Is the link technically OK? • Can I show the link to Matt Cutts? • Can I show the link to <my competitor>? • Am I able to remove the link? • Am I practicing safe SEO in general?
KILLER PHRASES
LEARN FAST…
Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning
stays young. The greatest thing in life is to keep your mind young.
Henry Ford I.,
American industrialist, 1863 - 1947
WHAT‘S NEXT? FORECAST
BAD MERCHANTS merchants, restaurants with „bad reputation “ will be punished
… we don't want low quality experience merchants to be ranking in the search results. SXSW 03/13
„BAD ANCHORS“
• Since 2008 – Google Safesearch Bowling • New „Negative SEO“-wave?
„TRAFFIC LINKS “
• Links with Clicks/Traffic = OK • Links „without“ Traffic = null or negative
⇒Big Picture: User Behaviour
Risk Management with
http://www.linkdetox.com/risk/
BECOME A LRT SUPERSTAR
Business card = Chance for classroom training
5 x 1-classroom training in Vienna
http://cemper.co/lrta
SOURCES • IF penalty: http://cemper.co/cx13a • IF 101: http://cemper.co/cx13b • SEL: http://cemper.co/cx13c • SEL link networks: http://cemper.co/cx13e • 5 M Detox: http://cemper.co/cx13f • Link Detox Risk:
http://www.linkdetox.com/risk/
THANK YOU!
QUESTIONS?
GET IN TOUCH
@cemper
http://www.cemper.com/
http://www.LinkResearchTools.com