the changing dynamics of link building for google 2012 and beyond

The Changing Dynamics of

Link Building for Google

2012 and Beyond

Christoph C. Cemper

(C) 2012 CEMPER.COM & Link Research Tools

7 Golden Rules of White Hat Link Building

7 Golden Rules ofWhite Hat Link Building

revisited and updated!

(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

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RELEVANT LINKSGolden Rules of White Hat Link Building (1)

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Golden Rules of White Hat Link Building (1)Relevant Links

Top #1 and #2for

„Cheap Flights“

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Relevant Links for „cheap flights“

• GOOD Link Profile for Travel #2

• source: www.LinkResearchTools.com

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Relevant Links for „cheap flights“

• GREAT Travel Link Profile for #1

• source: www.LinkResearchTools.com

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Not Relevant Links for Flights

not so well themed (at #35)…

source: www.LinkResearchTools.com

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… unless you ARE an

„entertainment“ site

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IN CONTENT LINKS?Golden Rules of White Hat Link Building (1)

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If you find something like this …

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it is in-content, but it is still

Googleofficial blogApril 2012

(actual example given by Google)

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Check link locations of your competition

source: www.LinkResearchTools.com

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TRUSTGolden Rules of White Hat Link Building (2)

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Trust

Linksare a

Connection from

Source to Target

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Trust

Link Impactalso depends on

TARGET

More Trust = More Impact!

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Domain Trust

YES!same link, different effect

depending on where you link it TO

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Four Types of Power * Trust Backlinks

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High Trust and High Power

• GOLDEN: High Trust and High Power

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Trustlinks „Lose Weight“ TOP10 2011 vs. #35

pretty ok distribution, with #35 having less

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Trustlinks „Lose Weight“ TOP10 2012 vs. #35

More strong Trust Links for TOP10 than 2011

wow

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NATURAL ANCHOR TEXTGolden Rules of White Hat Link Building (3)

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Backlinks „Link Building“ TOP10 2011 vs. #35

39% brand keywords

39%

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Backlinks „Link Building“ TOP10 2012 vs. #35

47% brand keywords - increased

47%

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Backlinks „Lose Weight“ TOP10 2011 vs. #35

59% brand keywords

59%

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Backlinks „Lose Weight“ TOP10 2012 vs. #35

47% brand keywords - increased

65%

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Keywords by number – what they wanted

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Keywords by Power * Trust – what they got

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NOFOLLOWGolden Rules of White Hat Link Building (4)

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Normal users don’t care about NOFOLLOW

(and if all your links look like they were built by an SEO then you‘re in BIG trouble)

The NOFOLLOW Rule

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you should blend in with competition…

The NOFOLLOW Rule

2%

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JUICY PAGEGolden Rules of White Hat Link Building (5)

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Juicy Page=

it does rank!

What is a JUICY page?

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• CEMPER Juice™

• proprietary metricin LinkResearchTools

Golden Rules of White Hat Link Building (5)

(C) 2012 CEMPER.COM & Link Research Tools

NoSpam!

• Links on cheap link networks• Links on automated article sites• Adding Links INTO pages that are years old• Bad Neighborhood• etc…

Golden Rules of White Hat Link Building (6)

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Choose your link sources carefully!!

OMG it‘s full of SPAMAnd we‘re in the

middle of all these link buyers!

DO NOT GET A LINK HERE!!!

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DON‘T

BUY LINKS FOR PAGE RANK

Golden Rules of White Hat Link Building (7)

(C) 2012 CEMPER.COM & Link Research Tools

BUT,

You don‘tlook at page rank

anyway! (do you?)

Golden Rules of White Hat Link Building (7)

(C) 2012 CEMPER.COM & Link Research Tools

Summary

• All 7 Golden Rules from 2009 (2007) arestill valid!

• Spam/Automation got a lot worse

• Google finally reacted to dumb spam

• Metrics get a LOT better

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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

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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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http://cemper.co/trial

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Thanks!

Please help spread the word!

Questions? Please let me know.

christoph@cemper.com

twitter.com/cemper

http://www.cemper.com/

http://www.LinkResearchTools.com