Link Audits!
The time to act is NOW!!
WHO IS GARETHHOYLE?!
@search_magician!
One of the largest
signal providers in !
the UK!
Link Audits!
The time to act is NOW!!
Links are the signal
IS A PENALTY OR FILTER
PENGUIN
AIMED AT LINKS!
TO DULL THE EFFECT OF!
DESIGNED!
People Chasing the Google Algorithm !
WE ALL NOW FACE!
A PROBLEM!
Germany: They are coming for you!!
They were not lying!
Important decisions to be made!
Google controls the
WHOLE game!
Links are STILL!
the signal
MANAGE EACH ONE!
EVERY LINK HAS RISK!
Managing your Risk!
•  Risk of being caught out by
Google!
•  Risk of a competitor reporting
you to Google!
•  Risk of a s...
WHAT TO DO IF YOU
GET CAUGHT?!
If your visibility graph is like this!
You have a problem!
Manual penalty

versus

Algorithmic drop!
Algorithmic drop!
Check the update timeline !
Do the times coincide with ranking / traffic drops? 	
  
Algorithmic drop!
Rebalance your link profile and wait….	
  
Commercial anchor text + Just for SEO links !
= Blatant SEO	
  
Penalty!Manual!
Manual Penalty!
Google have sent a
number of waves of
unnatural link warnings!
There is now a much
more formal procedure
t...
Manual Penalty Notification!
Manual Penalty – WMT Console!
Manual Penalty – WMT Console!
Google Penalty Recovery !
!
via !
!
The 5 step link audit and !
link removal / disavow !
process*!
!
!
*as we see it!
Step 1 – Gather ALL link data!
Step 1 – Gather ALL link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
• Check Anchor text %!
• Homepage vs Deep links!
• Geolocation analysis!
• Sitewides!
• De...
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
• Need to be very strict!
!
• Made for SEO = Has to go!
• So much data – Where to start!!
...
Step 2 – Analyse all link data!
• If you have a large link profile filter
these words:!
• Beware of false positives!
Submit!...
Step 2 – Analyse all link data!
• Filter what is left by:!
!
!
!Anchor Text!
!Flow metrics!
!Domain Authority!
!PageRank!
...
Step 2 – Analyse all link data!
• Manually auditing sites!
• Multi URL opener is your friend!
• Grab contact details as yo...
Step 2 – Analyse all link data!
• Document EVERYTHING!
• Use Google docs where possible – You
may need to share the doc la...
Step 3 – Link Removal!
Step 3 – Link Removal!
2 schools of thought!
!
1 – Attempt to remove the links!
2 – Straight to disavow!
!
I am of the 1st...
Step 3 – Link Removal!
“First and foremost, we recommend
that you remove as many spammy or
low-quality links from the web ...
Step 3 – Link Removal!
Google	
  tell	
  us	
  to	
  remove	
  the	
  links	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
...
Step 3 – Link Removal!
•  Manually outreach to site owners!
•  Automated tools exist – We prefer
a manual approach!
•  Cre...
Step 3 – Link Removal!
Hi [yourname],!
 !
I’m contacting you to kindly request that you remove the link(s)
below that we’v...
Step 3 – Link Removal!
•  Send	
  a	
  maximum	
  of	
  3	
  emails	
  –	
  
Nega9ve	
  PR	
  /	
  is	
  anyone	
  there?	...
Step 4 – Disavow Links!
Step 4 – Disavow Links!
•  Tells Google to ignore the links!
!
•  Must be site owner in WMT!
!
•  UTF8 text file in, csv ou...
Step 4 – Disavow Links!
•  Disavow at domain level!
#attempted contact on 12/03, 17/03 and 23/03/14!
domain:test.com!
•  D...
Step 4 – Disavow Links!
#attempted contact on 12/03, 17/03 and 23/03/14!
domain:test.com!
#owner removed links, but missed...
Step 4 – Disavow Links!
•  No direct link from WMT!
!
•  Lots of warning messages!
!
•  https://www.google.com/
webmasters...
FOR EVERY LINK
YOU REMOVE!
You have to consider what!
you might have to add & how!
Step 5 – Reconsideration requests!
Step 5 – Reconsideration requests!
•  All about the detail!!
!
•  Dealing with a human at Google!
!
•  Why should they rem...
Step 5 – Reconsideration requests!
•  Provide evidence of suffering!
!
•  Provide evidence of effort!
!
•  Provide evidenc...
Step 5 – Reconsideration requests!
•  Send via WMT manual actions!
!
•  Wait 7 – 10 days from disavow!
!
•  4 – 6 attempts...
Step 5 – Reconsideration requests!
•  Example text too long for a slide!
!
•  Email me – will share some
templates!
!
gh@s...
Google Penalty Recovery !
!
via !
!
The 5 step link audit and !
link removal / disavow !
process*!
!
!
*as we see it!
Life post penalty!
Penalty removal ≠
Rankings back!
What you had is gone!
You have trust issues!!
KNOW WHEN YOU’RE
BEATEN
Now Aware of the !
Dangers!
GOOD SIGNALS! GOOD RANKINGS!
Proactively manage your Risk!
National / International SEO!
Local SEO!
Local SEO!
Broken Link
Building via
WMT / LinkRisk!
REDIRECTIONS
AND NEW DOMAINS
BEWARE WHAT PASSES…
2014 – The year of the person not the site!
SAY HELLO!
gh@seo.im
@search_magician
linkrisk.com
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
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Link Profile Audits and Google Penalty Recovery - SMX Munich 2014

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Link Profile Audits and Google Penalty Recovery - A presentation by Gareth Hoyle of LinkRisk.com at SMX Munich in March 2014

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Link Profile Audits and Google Penalty Recovery - SMX Munich 2014

  1. 1. Link Audits! The time to act is NOW!!
  2. 2. WHO IS GARETHHOYLE?! @search_magician!
  3. 3. One of the largest signal providers in ! the UK!
  4. 4. Link Audits! The time to act is NOW!!
  5. 5. Links are the signal
  6. 6. IS A PENALTY OR FILTER PENGUIN AIMED AT LINKS!
  7. 7. TO DULL THE EFFECT OF! DESIGNED! People Chasing the Google Algorithm !
  8. 8. WE ALL NOW FACE! A PROBLEM!
  9. 9. Germany: They are coming for you!!
  10. 10. They were not lying!
  11. 11. Important decisions to be made!
  12. 12. Google controls the WHOLE game!
  13. 13. Links are STILL! the signal
  14. 14. MANAGE EACH ONE! EVERY LINK HAS RISK!
  15. 15. Managing your Risk! •  Risk of being caught out by Google! •  Risk of a competitor reporting you to Google! •  Risk of a site linking to you being penalized! •  Google swimming upstream! •  Risk of disavow!
  16. 16. WHAT TO DO IF YOU GET CAUGHT?!
  17. 17. If your visibility graph is like this! You have a problem!
  18. 18. Manual penalty
 versus
 Algorithmic drop!
  19. 19. Algorithmic drop! Check the update timeline ! Do the times coincide with ranking / traffic drops?  
  20. 20. Algorithmic drop! Rebalance your link profile and wait….   Commercial anchor text + Just for SEO links ! = Blatant SEO  
  21. 21. Penalty!Manual!
  22. 22. Manual Penalty! 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!
  23. 23. Manual Penalty Notification!
  24. 24. Manual Penalty – WMT Console!
  25. 25. Manual Penalty – WMT Console!
  26. 26. Google Penalty Recovery ! ! via ! ! The 5 step link audit and ! link removal / disavow ! process*! ! ! *as we see it!
  27. 27. Step 1 – Gather ALL link data!
  28. 28. Step 1 – Gather ALL link data!
  29. 29. Step 2 – Analyse all link data!
  30. 30. Step 2 – Analyse all link data! • Check Anchor text %! • Homepage vs Deep links! • Geolocation analysis! • Sitewides! • Deindexed sites!  
  31. 31. Step 2 – Analyse all link data!
  32. 32. Step 2 – Analyse all link data!
  33. 33. Step 2 – Analyse all link data!
  34. 34. Step 2 – Analyse all link data!
  35. 35. Step 2 – Analyse all link data!
  36. 36. Step 2 – Analyse all link data!
  37. 37. Step 2 – Analyse all link data! • Need to be very strict! ! • Made for SEO = Has to go! • So much data – Where to start!! • Here are a few tips to help you out J!
  38. 38. Step 2 – Analyse all link data! • If you have a large link profile filter these words:! • Beware of false positives! Submit! Add! PR! Link! Dir / Verzeichnis! Free! Article / Artikel! Press / Presse! SEO! Bookmark!
  39. 39. Step 2 – Analyse all link data! • Filter what is left by:! ! ! !Anchor Text! !Flow metrics! !Domain Authority! !PageRank! ! ! •  Your data set is getting smaller!
  40. 40. Step 2 – Analyse all link data! • Manually auditing sites! • Multi URL opener is your friend! • Grab contact details as you go! • Record the type of link – further analysis later! • Keep / Remove / Maybe! ! • LinkRisk has “investigate” for this!
  41. 41. Step 2 – Analyse all link data! • Document EVERYTHING! • Use Google docs where possible – You may need to share the doc later! • If data is too big to paste – try: ! file –> import –> replace current sheet! • Dropbox and Excel!
  42. 42. Step 3 – Link Removal!
  43. 43. Step 3 – Link Removal! 2 schools of thought! ! 1 – Attempt to remove the links! 2 – Straight to disavow! ! I am of the 1st opinion! ! So are Google!
  44. 44. Step 3 – Link Removal! “First and foremost, we recommend that you remove as many spammy or low-quality links from the web as possible”! ! ! https://support.google.com/webmasters/answer/2648487! !
  45. 45. Step 3 – Link Removal! Google  tell  us  to  remove  the  links                      
  46. 46. Step 3 – Link Removal! •  Manually outreach to site owners! •  Automated tools exist – We prefer a manual approach! •  Create a dedicated webmail account – You may need to share access ! !
  47. 47. Step 3 – Link Removal! Hi [yourname],!  ! I’m contacting you to kindly request that you remove the link(s) below that we’ve spotted linking to www.URL.com:!  ! [link(s)]!   ! This does not directly suggest anything wrong with your website and we apologise for any concern raised by this message. !  ! Please advise if this is ok/when complete so we can update our records!  ! Thank you!  ! [Full name]!
  48. 48. Step 3 – Link Removal! •  Send  a  maximum  of  3  emails  –   Nega9ve  PR  /  is  anyone  there?   •  Allow  9me  between  sending  to  same   sites  –  not  everyone  is  online  all  day!   •  Update  the  Gdoc  /  XLS  at  every  step   –  You  may  need  to  share  access      
  49. 49. Step 4 – Disavow Links!
  50. 50. Step 4 – Disavow Links! •  Tells Google to ignore the links! ! •  Must be site owner in WMT! ! •  UTF8 text file in, csv out ?! ! •  Uploading a new file will replace all previously uploaded ones. !
  51. 51. Step 4 – Disavow Links! •  Disavow at domain level! #attempted contact on 12/03, 17/03 and 23/03/14! domain:test.com! •  Disavow at page level! #owner removed links, but missed this! http://www.test.com/pages/spam-links.html! ! •  Not many good links on bad URLs! !
  52. 52. Step 4 – Disavow Links! #attempted contact on 12/03, 17/03 and 23/03/14! domain:test.com! #owner removed links, but missed this! http://www.test.com/pages/spam-links.html! #attempted contact on 13/03, 18/03 and 23/03/14! domain:testsite.de! #scraper site – disavow please! domain:testurl.ru!
  53. 53. Step 4 – Disavow Links! •  No direct link from WMT! ! •  Lots of warning messages! ! •  https://www.google.com/ webmasters/tools/disavow-links- main! ! •  Or search online!!
  54. 54. FOR EVERY LINK YOU REMOVE! You have to consider what! you might have to add & how!
  55. 55. Step 5 – Reconsideration requests!
  56. 56. Step 5 – Reconsideration requests! •  All about the detail!! ! •  Dealing with a human at Google! ! •  Why should they remove the penalty?!
  57. 57. Step 5 – Reconsideration requests! •  Provide evidence of suffering! ! •  Provide evidence of effort! ! •  Provide evidence of a lesson learnt!
  58. 58. Step 5 – Reconsideration requests! •  Send via WMT manual actions! ! •  Wait 7 – 10 days from disavow! ! •  4 – 6 attempts on average! ! •  Be patient – Once submitted – What can you do?!
  59. 59. Step 5 – Reconsideration requests! •  Example text too long for a slide! ! •  Email me – will share some templates! ! gh@seo.im!
  60. 60. Google Penalty Recovery ! ! via ! ! The 5 step link audit and ! link removal / disavow ! process*! ! ! *as we see it!
  61. 61. Life post penalty!
  62. 62. Penalty removal ≠ Rankings back!
  63. 63. What you had is gone!
  64. 64. You have trust issues!!
  65. 65. KNOW WHEN YOU’RE BEATEN
  66. 66. Now Aware of the ! Dangers!
  67. 67. GOOD SIGNALS! GOOD RANKINGS!
  68. 68. Proactively manage your Risk!
  69. 69. National / International SEO!
  70. 70. Local SEO!
  71. 71. Local SEO!
  72. 72. Broken Link Building via WMT / LinkRisk!
  73. 73. REDIRECTIONS AND NEW DOMAINS BEWARE WHAT PASSES…
  74. 74. 2014 – The year of the person not the site!
  75. 75. SAY HELLO! gh@seo.im @search_magician linkrisk.com
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