link building presentation from seozone 2014 istanbul

C H R I S T O P H C . C E M P E R

RECOVER – PROTECT – BUILD

Christoph C. Cemper

ABOUTCHRISTOPH C. CEMPER

SEO

Founder of

LinkResearchTools

Creator of Link Detox

NICE TO BE HERE

ABOUT: CHRISTOPH C. CEMPER

SEOLRTDaddy :)

This is me

ABOUT: LINKRESEARCHTOOLS.COM

NEGATIVE SEO: INTRODUCTION

HISTORY OF GOOGLE PENGUIN UPDATES

Penguin 1 on April 24, 2012 (impacting around 3.1% of queries)

Penguin 2 on May 26, 2012 (impacting less than 0.1%)

Penguin 3 on October 5, 2012 (impacting around 0.3% of queries)

Penguin 4 (AKA Penguin 2.0) on May 22, 2013 (impacting 2.3% of queries)

Penguin 5 (AKA Penguin 2.1) on October 4, 2013 (impacting around 1% of queries)

Penguin 6 (AKA Penguin 3.0) on October 17 (impacting around 1% of queries)

GOOGLE PENGUIN UPDATEPenguin hates

Low quality links

Over optimized anchor text

Keyword stuffing

Penguin likes

Natural links

Contextual thematic links

Diversified anchor textThis is unacceptable

PENGUIN RECOVERY (orca technique by

Certified LRT Xpert, Bartosz Góralewicz)

NATURAL LINKS VS UNNATURAL LINKS

PATTERNS TO WATCH OUT Not indexed domains

Dangerous domains (Malware, Malicious or Virus)

Weak domains

Link networks

Article Directory Links

Spammy forums

Location problems

GOOGLE DOES NOT DO WHAT GOOGLE SAYS- Nofollow links- 302

HOW TO PROTECT YOUR SITE? Continuous monitoring Link alerts

ONGOING CLEANUP, DISAVOW AND OUTREACH

ONGOING CLEANUP, DISAVOW AND OUTREACH

ONGOING CLEANUP, DISAVOW AND OUTREACH

ONGOING CLEANUP, DISAVOW AND OUTREACH

ONGOING CLEANUP, DISAVOW AND OUTREACH

ONGOING CLEANUP, DISAVOW AND OUTREACH

SUCCESS STORYRick Lomas:www.foldingbikeguide.co.uk

SUCCESS STORYMarc Enzor:www.geeks2you.net

SUCCESS STORY

www.elikarealestate.com/

SUCCESS STORYDarryl Coombeshttp://www.webseo.co.za/

SUCCESS STORYDarryl Coombeshttp://www.webseo.co.za/ Marc Kenigsberghttp://bitcoinchaser.com/

SUCCESS STORY

…

BAD LINK BUILDING STRATEGIES Buy Links

Free Directories

Forum/Blog Spamming

Link Swaps

Guest blogging

Syndication (widgets, themes, infographics)

BAD LINK BUILDING STRATEGIES Buy Links

BAD LINK BUILDING STRATEGIES Free Directories

BAD LINK BUILDING STRATEGIES Forum/Blog Spamming

BAD LINK BUILDING STRATEGIES Link Swaps

BAD LINK BUILDING STRATEGIES Guest blogging

BAD LINK BUILDING STRATEGIES Syndication (widgets, themes, infographics)

LINK BUILDING STRATEGIES

Common backlinks

Link juice thief

Missing links

Competitors strongest links with low risk

WRITE GREAT CONTENT! Other people are far more likely to link to your website if it offers great

content, particularly if that content is unique.

BUYING LINKS? Should I Buy Links To Improve

Google Rankings?

SHORT ANSWER – NOT IF THEY LOOK LIKE PAID LINKS!

Problem is – Link Sellers Are Rarely Discreet

CONSEQUENCES OF NON-DISCRETION

ASK FOR LINKS!It's OK to ask for links -- if you do it the right way.

DO SOMETHING NEWSWORTHY! This is the most important thing to do, but it's also the hardest way to earn

links

Press releases are still important, but they're more useful for spreading the word about something important your company did -- such as hiring a noted executive, releasing a new product or embarking on a charitable endeavor.

CONVERT NON-LINKING BRAND MENTIONS INTO LINKS

With some good PR follow up you can usually convert that into a ‘link’ and add some extra value to the piece they have written, so everyone wins.

COMMON BACKLINKS

LINK JUICE THIEF

MISSING LINKS

COMPETITORS STRONGEST LINKS WITH LOW RISK

SEO TIPS! Fresh content can help improve your rankings.

Check for canonicalization issues

Think social

Be different!

SEO is not a one-shot process.

FRESH CONTENT Add new, useful content to your pages on a regular basis. Content

freshness adds relevancy to your site in the eyes of the search engines.

DON’T BE OBSESSED WITH PAGERANK! It is just one isty bitsy part of the ranking algorithm. A site with lower PR

can actually outrank one with a higher PR.

CHECK FOR CANONICALIZATION ISSUES

Check for canonicalization issues – www and non-www domains. Decide which one you want to use and 301 redirect the other to it.

THINK SOCIAL! Social media is important. Build an online community where links back to

your site are discussed and shared amongst external stakeholders (your site's users and potential users).

BE DIFFERENT! Diversity is the key to success for your website to be high scoring. Be

different from what others do.

SEO IS NOT A ONE-SHOT PROCESS!!! The search landscape changes daily, so expect to work on your

optimization often.

THANK YOU FOR YOUR TIME

CONTACT US

http://www.linkdetox.com

http://www.linkresearchtools.com

http://helpdesk.linkresearchtools.com

QUESTIONS?