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LINK REMOVALS AND AVOIDING THE WRATH OF GOOGLE
•When Should We Think About
Removing Links?
•How Can We Make It As Painless As
Possible?
•Avoiding The Wrath Of Google –
What Is The Future?
@kirsty_hulse
Kirsty Hulse
SEO Strategist – DigitasLBi
kirstyhulse.com/blog
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When Should We Think About Removing Links?
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If Your Site Has Any Of The Following…
A GWT Link Warning
Links on sites like this
Or This….
Or This….
Or This….
A Penalty
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Removing Links Isn’t Easy Or Cheap – Make
Sure It’s The Right Choice For Your
Site
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Look holistically at
the landscape
Consider ratios of good/bad
Consider anchor text
ALWAYS check onsite
first
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DON’T BE A SCAREDY CATMAKE INFORMED JUDGEMENT CALLS BASED ON
YOUR USERS AND YOUR EXPERTISE
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How can we make it as painless as possible?
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Start with the links in GWT
Use tools to identify ‘the worst’
links
Excel is your best
mateDONE
The process: Identifying bad links
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Threaten site owners/bloggers with site
disavow. Ever.
Pay?
DON’T
Lie
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DO
Offer to give SEO or Social advice in exchange
‘Bad’ links can be on high quality sites (advertorials etc),
use this as an opener.Include the link in question in the email (prioritse your mail mergers)
Suggest adding no follow
PICK UP THE PHONE
Ensure the link is actually removable
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AND WHEN ALL THAT FAILS….
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How To Avoid The Wrath Of
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WE NEED TO KEEP BUILDING LINKS, AT SCALE, FOR OUR CLIENTS
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Matt Cutts said in his most recent Webmaster video…
“A page with more links pointing to it has higher page rank […] and if it has higher page rank then we might think
that it’s a better match for users queries.”
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How To Build Links At Scale
WHAT IS THE FUTURE OF LINK BUILDING?
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AUTHORSHIP
At Pubcon last week Matt Cutts confirmed that Google is going to continue moving in the direction of authorship.
We shouldn’t simply be thinking about where we can post content, but also thinking about how to build relationships
and get influential authors posting on our sites.
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Should we just start no following all our links?!
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MACHINE LEARNING & SEO
And Google is starting to get good at it - within three days it had created a neural network that can recognise cats and human faces.
What does this mean for SEO?
Machine learning algorithms essentially mimic processes like those occurring in the human mind.
SEOs will need to start thinking as
though Google has the capacity of a
human tester
As we saw with Panda, machine
learning algorithms are difficult to reverse
engineer – so SEO needs to be quality
from the off
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SO THEN LINK BUILDING, JUST BECOMES PURE ADVERTISING
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Questions?!