0
Goodbye Spam
Hello Data !
Who is this guy?
Paul Madden
Used to be naughty
Now Nice
What do I do now?
I sell links
I sell the removal of links
I sell data
I sell glue
What we will talk about today
•
•
•
•

My journey
The realisation of a need to change
The lessons from that journey
Learn ...
My History
“Paul is easily influenced by his peers”
Modus operandi
• Competitive SEO
• Enjoyed the grey areas
• Small projects & high volumes
Made for Adsense
• 500-2000 scraper sites a week
• 2 cheques from Google a month
• Learned the churn and burn game
Affiliate and link building
• Small affiliate sites
• More links required than scrapers
• Learned how to get links
Link building
• Too many damn links
• Sell some to clients
• Increase the diversity of what I sold
Volume
•
•
•
•

Suppliers
Brokers
Inventory
Infrastructure
So..
• Used to have millions of pages
• Now have millions of links
Spammers adapt
Pre 2012 Google stance
• Links either counted
• Or they didn’t
Post 2012 Google stance
• asdas
A Major Change
• Increasing pressure
• Directly aimed at SEO
The game has changed
• Link penalties
A realisation
“I needed to know the risk of everything I
had ever placed and everything I was going
to place”
Start gathering data
3500+ Profiles run
100+ servers crawling
and crunching
92,961,923 urls
analysed
NB: The average site has 26,000 links
1,650,192 domains with more than one
tweet
2,948,872 domains with more than one
Facebook like
969,543 domains with more th...
100+ SIGNALS GO INTO THE ALGORITHM
Google 2013
has a long
long memory
Think you’re clean?
• I’ve always been whitehat
• I’d never dream of link
manipulation
Someone….
• Will have had a weak moment
• Will have made a bad decision
• Will have….
Met me at a
conference
They don’t go
away…
• Links hang
around…
• Shit ones doubly
so…..
From otherwise responsible sites
webdirectory11.com
submitontheweb.com
seo-friendly-directory.co.uk
naturaldirectorylinks.com
linkextras.com
freeseoarticle...
An Idiots Guide
Credentials
• Over 100 penalty removals jobs done
• Power of LinkRisk behind us
• Been doing removals since 2012
Link Penalties
• Confirm you have a penalty
Partial penalty / Site wide
• Its almost always partial
• It doesn’t make that much difference

• Google DON’T CARE
DIY or Full service?
• It takes a LOT of time
• Never go with someone who guarantees a
result
• Sign off and approve every...
DIY or Full service?
•
•
•
•

Honesty and transparency
You need a guide not a salesman
It’s a fluid process
There are lots...
Reinclusion
< Read this

http://bit.ly/linkschemes
Link Schemes
• Buying or selling links that pass PageRank.

• Excessive link exchanges
• Large-scale article marketing or ...
Link Schemes
•

Text advertisements

•

Advertorials or native advertising where payment is received

•

Links with optimi...
Link Schemes
•

Links embedded in widgets that are distributed across various sites, for
example:

•

Widely distributed l...
The anatomy of a penalty
• Gather all the data you can
• Spend longer analysing it than you
planned
No… longer
than that
The anatomy of a penalty
•
•
•
•
•

Plan for multiple attempts from the start
Remove and record
Disavow
Ask for reinclusio...
Repeat the process
Until they say YES
Gathering data
Gathering data
Analyse the data
• XLS, MySQL or a Tool
• Its more efficient to do it at root domain
level
• Pivot or GroupBy
Divide into categories
• Remove
• Disavow
• Investigate
Deciding what to remove
•
•
•
•
•

Domains
Metrics
TLD’s
Anchors
Number of links per domain
Look at every site in investigate
•
•
•
•

Record details as you go
Contact email / contact form
Category
Risk / Natural
Contact for removal
Contacting
•
•
•
•

Contact as a real person
Contact from the domain with the penalty
Use a webmail account
Contact forms ...
Conclusions
• Record a conclusion for every domain /
link
• Removed (verify)
• Disavow (inc paid and non responders)
• Kee...
Correct format
• domain:example.com
• http://www.example.com/page.html
• # comments always start with a hashtag
• UTF-8 .t...
The disavow
• Annotate the file
• It’s a live document
• Technically you can remove lines….
The disavow
• Submit your disavow… check its been
taken

• Then…..
WAIT !!!
The reinclusion
Reinclusion
• Polite but brief
• Explain you’ve changed
• Prove it
• Prepare for fake people to respond
Avg 4-5
attempts
If you get denied
Principles
• Make sure you know whats still live
• Make sure you have all the data
• Make sure EVERYONE has stopped link
b...
Building whilst under penalty
“Is like brushing your teeth whilst
eating a KitKat #searchlove”
Example links

Are NOT doing a good job
Article sites
Directory sites
192.Com
Yell.com
Forums
Guest blogs
Obvious scrapers
Sites not in any dataset
Sites already disavowed
Nofollowed Links!
302’s FFS
No longer existing
Penalty removal
1.
2.
3.
4.

Get rid of the obvious sh*t
Get rid of the commercial terms
Be more severe
Correct any missed...
<conclusions>

My Journey…
</conclusions>
• As a spammer I was aware of what signals
I needed to make my sites rank
• As a link builder I was aware of what
signals I needed to sell to make my clients
rank
• As a link cleanup company we are aware
of what links you need to remove to clear
up any penalty and rank again
• I was in the signals business
• I am STILL in the signals business
• And I’ve realised….
• I haven’t really changed
• I was a spammer
• I am now a data miner
• Which means I remain…
Proudly
An SEO
Penalty removal
1.
2.
3.
4.
5.

5%
10%
20%
35%
Or more… 30%
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
Paul Madden_SearchLove London 2013
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Transcript of "Paul Madden_SearchLove London 2013"

  1. 1. Goodbye Spam Hello Data !
  2. 2. Who is this guy? Paul Madden Used to be naughty Now Nice
  3. 3. What do I do now? I sell links I sell the removal of links I sell data I sell glue
  4. 4. What we will talk about today • • • • My journey The realisation of a need to change The lessons from that journey Learn from my problems
  5. 5. My History
  6. 6. “Paul is easily influenced by his peers”
  7. 7. Modus operandi • Competitive SEO • Enjoyed the grey areas • Small projects & high volumes
  8. 8. Made for Adsense • 500-2000 scraper sites a week • 2 cheques from Google a month • Learned the churn and burn game
  9. 9. Affiliate and link building • Small affiliate sites • More links required than scrapers • Learned how to get links
  10. 10. Link building • Too many damn links • Sell some to clients • Increase the diversity of what I sold
  11. 11. Volume • • • • Suppliers Brokers Inventory Infrastructure
  12. 12. So.. • Used to have millions of pages • Now have millions of links
  13. 13. Spammers adapt
  14. 14. Pre 2012 Google stance
  15. 15. • Links either counted • Or they didn’t
  16. 16. Post 2012 Google stance
  17. 17. • asdas
  18. 18. A Major Change • Increasing pressure • Directly aimed at SEO
  19. 19. The game has changed • Link penalties
  20. 20. A realisation “I needed to know the risk of everything I had ever placed and everything I was going to place”
  21. 21. Start gathering data
  22. 22. 3500+ Profiles run
  23. 23. 100+ servers crawling and crunching
  24. 24. 92,961,923 urls analysed NB: The average site has 26,000 links
  25. 25. 1,650,192 domains with more than one tweet 2,948,872 domains with more than one Facebook like 969,543 domains with more than 1 G+ 519,569 domains with Adsense 2,439,073 domains with tags extracted
  26. 26. 100+ SIGNALS GO INTO THE ALGORITHM
  27. 27. Google 2013 has a long long memory
  28. 28. Think you’re clean? • I’ve always been whitehat • I’d never dream of link manipulation
  29. 29. Someone…. • Will have had a weak moment • Will have made a bad decision • Will have….
  30. 30. Met me at a conference
  31. 31. They don’t go away… • Links hang around… • Shit ones doubly so…..
  32. 32. From otherwise responsible sites
  33. 33. webdirectory11.com submitontheweb.com seo-friendly-directory.co.uk naturaldirectorylinks.com linkextras.com freeseoarticlesubmission.com freelink-directory.net lincdirectory.info 1235directory.com
  34. 34. An Idiots Guide
  35. 35. Credentials • Over 100 penalty removals jobs done • Power of LinkRisk behind us • Been doing removals since 2012
  36. 36. Link Penalties • Confirm you have a penalty
  37. 37. Partial penalty / Site wide • Its almost always partial • It doesn’t make that much difference • Google DON’T CARE
  38. 38. DIY or Full service? • It takes a LOT of time • Never go with someone who guarantees a result • Sign off and approve every stage
  39. 39. DIY or Full service? • • • • Honesty and transparency You need a guide not a salesman It’s a fluid process There are lots of ambulance chasers now
  40. 40. Reinclusion < Read this http://bit.ly/linkschemes
  41. 41. Link Schemes • Buying or selling links that pass PageRank. • Excessive link exchanges • Large-scale article marketing or guest posting
  42. 42. Link Schemes • Text advertisements • Advertorials or native advertising where payment is received • Links with optimized anchor text in articles or press releases distributed on other sites. • Low-quality directory or bookmark site links
  43. 43. Link Schemes • Links embedded in widgets that are distributed across various sites, for example: • Widely distributed links in the footers of various sites • Forum comments with optimized links in the post or signature, for example:
  44. 44. The anatomy of a penalty • Gather all the data you can • Spend longer analysing it than you planned
  45. 45. No… longer than that
  46. 46. The anatomy of a penalty • • • • • Plan for multiple attempts from the start Remove and record Disavow Ask for reinclusion Expect to be told NO!
  47. 47. Repeat the process Until they say YES
  48. 48. Gathering data
  49. 49. Gathering data
  50. 50. Analyse the data • XLS, MySQL or a Tool • Its more efficient to do it at root domain level • Pivot or GroupBy
  51. 51. Divide into categories • Remove • Disavow • Investigate
  52. 52. Deciding what to remove • • • • • Domains Metrics TLD’s Anchors Number of links per domain
  53. 53. Look at every site in investigate • • • • Record details as you go Contact email / contact form Category Risk / Natural
  54. 54. Contact for removal
  55. 55. Contacting • • • • Contact as a real person Contact from the domain with the penalty Use a webmail account Contact forms get better response but follow up with an email from the webmail • Two attempts is enough usually
  56. 56. Conclusions • Record a conclusion for every domain / link • Removed (verify) • Disavow (inc paid and non responders) • Keep
  57. 57. Correct format • domain:example.com • http://www.example.com/page.html • # comments always start with a hashtag • UTF-8 .txt file!
  58. 58. The disavow • Annotate the file • It’s a live document • Technically you can remove lines….
  59. 59. The disavow • Submit your disavow… check its been taken • Then…..
  60. 60. WAIT !!!
  61. 61. The reinclusion
  62. 62. Reinclusion • Polite but brief • Explain you’ve changed • Prove it • Prepare for fake people to respond
  63. 63. Avg 4-5 attempts
  64. 64. If you get denied
  65. 65. Principles • Make sure you know whats still live • Make sure you have all the data • Make sure EVERYONE has stopped link building
  66. 66. Building whilst under penalty “Is like brushing your teeth whilst eating a KitKat #searchlove”
  67. 67. Example links Are NOT doing a good job
  68. 68. Article sites
  69. 69. Directory sites
  70. 70. 192.Com Yell.com
  71. 71. Forums
  72. 72. Guest blogs
  73. 73. Obvious scrapers
  74. 74. Sites not in any dataset
  75. 75. Sites already disavowed
  76. 76. Nofollowed Links!
  77. 77. 302’s FFS
  78. 78. No longer existing
  79. 79. Penalty removal 1. 2. 3. 4. Get rid of the obvious sh*t Get rid of the commercial terms Be more severe Correct any missed issues
  80. 80. <conclusions> My Journey… </conclusions>
  81. 81. • As a spammer I was aware of what signals I needed to make my sites rank
  82. 82. • As a link builder I was aware of what signals I needed to sell to make my clients rank
  83. 83. • As a link cleanup company we are aware of what links you need to remove to clear up any penalty and rank again
  84. 84. • I was in the signals business
  85. 85. • I am STILL in the signals business
  86. 86. • And I’ve realised….
  87. 87. • I haven’t really changed
  88. 88. • I was a spammer • I am now a data miner
  89. 89. • Which means I remain…
  90. 90. Proudly
  91. 91. An SEO
  92. 92. Penalty removal 1. 2. 3. 4. 5. 5% 10% 20% 35% Or more… 30%
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