Post Penguin So what has changed In reality NOTHING except that The responsibility is 100 yours Further Pressure Penguin Unnatural Link Warnings Disavow Penalties all over the place ID: 266459
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Slide1
Link Building
Post PenguinSlide2
So, what has changed?Slide3
In reality, NOTHING except that….Slide4
The responsibility
is 100% yoursSlide5
Further Pressure
Penguin
Unnatural Link Warnings
Disavow
Penalties all over the place
&Slide6
What has
HAPPENED?Slide7
Throw as many links as you dared
Some counted some did not
If you threw enough of the right stuff you won
Pre
1
ST
quarter of 2012Slide8
MORE FORMAL
SET OF LINK PENALTIES
&Slide9
IS A
PENALTY / FILTER
PENGUIN
AIMED AT SEO Slide10
TO DULL THE EFFECT OF
DESIGNED
People Chasing the Algorithm Slide11
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 PenaltiesSlide12
%
of anchor
% of sitewides%
of suspect
cctld
more links that 40x or 50x
Signals to look forSlide13
Risk is obvious in the anchor text distribution
www.
linkrisk
.
comSlide14
WE
ALL NOW FACE
THE PROBLEM
Links are
STILL
the
signal… but.. Slide15
Google have hidden what they consider a bad link well
To rank you have to build, but you have to
manage the risk far moreSlide16
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 buildingSlide17
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 badRemoving all 100 is as bad for your rankings as getting penalised in some casesSlide18
FOR EVERY LINK YOU
REMOVEYou have to consider what
you might have to add & howSlide19
THE MYTH
OF NATURAL LINKS Slide20
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
CCtldSlide21
Validate
every link opportunityOnly 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 Slide22
Don’t follow what everyone else does or you’ll be in the next filter
Guest Posts
InfographicsSlide23
WHAT TO DO IF YOU GET CAUGHT?Slide24
3 Main Risks:
Penguin
Link Devaluation
Link WarningsSlide25
AND WAIT FOR GOOGLE
REBALANCESlide26
WITH CAUTION
REBUILDSlide27
Manual Penalty:
Link audit and
clean-upLink removal attempts (keep records)
Disavow the links that you cannot remove Slide28
WAIT!Slide29
REINCLUSION REQUEST
IF YOU AREN’T SUCCESSFUL TRY AGAINSlide30Slide31Slide32
REDIRECTIONS
AND NEW DOMAINSBEWARE WHAT PASSES…Slide33
TAKEAWAYSSlide34
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 timeSlide35
Big thanks
Massive
thanks to @paulmadden
and
the
linkRISK
team
Kristjan Mar Hauksson
@
optimizeyourweb