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The Changing Dynamics of Link Building for Google    2012 and Beyond      Christoph C. Cemper
Link Building Over Time (2004)                   OMG I got banned                     from Google for                     ...
Link Building Over Time (2012)                          Penguins!                          Killed my site.                ...
About Christoph C. Cemper• The Guy with the Orange Jacket• Linkbuilder• SEO                (C) 2012 CEMPER.COM & Link Rese...
About CEMPER.COM• Link Building since 2003 US/UK/DE/AT• All industries• Lots of internal research; therefore,  Link Resear...
What DID matter in link building• Precise Anchortext• Google Pagerank• Alexa Rank• Google Link: command• Google Cache: com...
What, no page rank?Matt CuttsSays                            We return random(SMX Advanced      Seattle 2008)            p...
What still DOES matter in link building!     RELEVANCY         &       TRUST           (C) 2012 CEMPER.COM & Link Research...
Link Building Over Time (2005+)GoogleGuy                        Build Content forsays                        Users, Not fo...
Does all this sound oldand familiar?  (C) 2012 CEMPER.COM & Link Research Tools
About Christoph C. Cemper    (C) 2012 CEMPER.COM & Link Research Tools
Content Quality is important? (2011)PANDA!         (C) 2012 CEMPER.COM & Link Research Tools
Panda and Link Building?   (C) 2012 CEMPER.COM & Link Research Tools
Enough of the old SEO gossip    (C) 2012 CEMPER.COM & Link Research Tools
Actionable Advice for Penguin Victims         (C) 2012 CEMPER.COM & Link Research Tools
7 Ways to Identify Bad Links7 Ways to Identify Bad Links          4 strong indicators           3 soft indicators        (...
„Outing“ Post on SEOmoz March 15•   http://www.seomoz.org/blog/how-garbage-ranks-in-the-serps-a-case-study                ...
„Outing“ Posts‘ Result? – NO! 4 weeks later.           (C) 2012 CEMPER.COM & Link Research Tools
4 Strong Indicators to Remove a LinkWHICH LINKS TO REMOVE 1                    (C) 2012 CEMPER.COM & Link Research Tools
4 Hard Reasons to Remove• G!idx=0• „PageRank“ advertised• Same Owner/IP Networks• Theme = Virus, Suspicious, Malware, etc....
Remove Backlinks with G!idx=0• G!idx = 0 !             (C) 2012 CEMPER.COM & Link Research Tools
Hands Off „PR“ Advertised Links     (C) 2012 CEMPER.COM & Link Research Tools
IP Popularity of backlinks• smells fake            (C) 2012 CEMPER.COM & Link Research Tools
Same owners• Too easy!                (C) 2012 CEMPER.COM & Link Research Tools
Suspicous / Virus Links• Too dangerous!               (C) 2012 CEMPER.COM & Link Research Tools
3 Soft Indicators to carefully Check & Remove LinksWHICH LINKS TO REMOVE 2                     (C) 2012 CEMPER.COM & Link ...
3 Soft Reasons to Carefully Check & Remove• Link Velocity Trends < -50%  (link growth went A LOT slower)• Low Power & low ...
Link Velocity Trends < -50% !  All of the  dropped sites lost  link velocity!                  (C) 2012 CEMPER.COM & Link ...
Four Types of Power * Trust Backlinks        (C) 2012 CEMPER.COM & Link Research Tools
Four Types of Power * Trust Backlinks• AVOID: Low Trust and Low Power  (“junk links”)             (C) 2012 CEMPER.COM & Li...
Four Types of Power * Trust Backlinks• RISKY: Low Trust and High Power  (“pagerank links”)             (C) 2012 CEMPER.COM...
Four Types of Power * Trust Backlinks• GOOD: High Trust and Low Power  (“trust link”)             (C) 2012 CEMPER.COM & Li...
Four Types of Power * Trust Backlinks• GOLDEN: High Trust and High Power             (C) 2012 CEMPER.COM & Link Research T...
Links from link networks are cheap links to remove nowCURRENTLY DOOMED                    (C) 2012 CEMPER.COM & Link Resea...
Advanced Process to find Link Network sites Link Networkscan be found by      YOU           piece of cake…           (C) 2...
So Google can easily do it.            We’re no PHP script                collection.              We’re Google.          ...
Penalized NetworksIf a Network has a NAME      then avoid it!       (C) 2012 CEMPER.COM & Link Research Tools
Avoid Penalized Networks•   Build My Rank•   HKSEO / High PR Society•   Authority Link Network / ALN•   Linkvana•   Rank J...
Fast SolutionHOW TOFIND LINK NETWORKS                (C) 2012 CEMPER.COM & Link Research Tools
WITHOUT lots of Excel leg work!      (C) 2012 CEMPER.COM & Link Research Tools
Advanced Process to find Link Network sites- take 5 link selling sites                                       (suspects)- a...
Advanced Process to find Link Network sites1. Do LJT with “suspect” bad sites2. Get common results (victims)3. Do CBLT for...
43  Holy cow, this CEMPER    guy must be crazy,I don‘t understand a word.         (C) 2012 CEMPER.COM & Link Research Tools
Advanced Process to Find Link Networks       watch the video          at home!http://cemper.co/linknet           (C) 2012 ...
7 Golden Rules of White Hat Link Building      7 Golden Rules of    White Hat Link Building                   revisited   ...
7 Golden Rules of White Hat Link Building1.   Relevant page & in content links2.   Domain Trust                           ...
Look it up     Original Post & Presentation 2009http://cemper.co/7golden           (C) 2012 CEMPER.COM & Link Research Tools
40 bonus slides• Revisit  „7 Golden Rules of Link Building“• 2009 vs. 2012business card forbonus slides!              (C) ...
Management Summary• All 7 Golden Rules from 2009 are still valid!  (the details and metrics evolved tough)• Spam/Automatio...
Is Link Building and SEO dead?     (C) 2012 CEMPER.COM & Link Research Tools
What is really dead• Avoid cheap links• Avoid exact match anchors (SEO links)• Avoid footprints• Avoid shortcuts          ...
You get what you „pay“ for!Quality links work.Cheap links don‘t.              (C) 2012 CEMPER.COM & Link Research Tools
THE BEST LINKS                                         are those that                                        your competit...
Business Card for 40 Bonus Slides                           your business                             card for 40         ...
http://cemper.co/trial     (C) 2012 CEMPER.COM & Link Research Tools
Thanks for your attention!             QUESTIONS?http://cemper.co/trial  Link Research Tools trialBusiness Card  40 extr...
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The Changing Dynamics of Link Building for Google 2012 and beyond

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Christoph C. Cemper, Cemper.com

a4uexpo Barcelona 2012

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Transcript of "The Changing Dynamics of Link Building for Google 2012 and beyond"

  1. 1. The Changing Dynamics of Link Building for Google 2012 and Beyond Christoph C. Cemper
  2. 2. Link Building Over Time (2004) OMG I got banned from Google for pointing a PR8 sitewide link at my 3 days old datafeed site domain! Lesson learnt: don‘t overdo it (C) 2012 CEMPER.COM & Link Research Tools
  3. 3. Link Building Over Time (2012) Penguins! Killed my site. Lesson learnt: still don‘t overdo it (C) 2012 CEMPER.COM & Link Research Tools
  4. 4. About Christoph C. Cemper• The Guy with the Orange Jacket• Linkbuilder• SEO (C) 2012 CEMPER.COM & Link Research Tools
  5. 5. About CEMPER.COM• Link Building since 2003 US/UK/DE/AT• All industries• Lots of internal research; therefore, Link Research Tools (C) 2012 CEMPER.COM & Link Research Tools
  6. 6. What DID matter in link building• Precise Anchortext• Google Pagerank• Alexa Rank• Google Link: command• Google Cache: command • Because it‘s crippled by Google (since 2004, 2006) (C) 2012 CEMPER.COM & Link Research Tools
  7. 7. What, no page rank?Matt CuttsSays We return random(SMX Advanced Seattle 2008) page rank data if we feel like to – it‘s fun!  Lesson learnt: don‘t look at PR (C) 2012 CEMPER.COM & Link Research Tools
  8. 8. What still DOES matter in link building! RELEVANCY & TRUST (C) 2012 CEMPER.COM & Link Research Tools
  9. 9. Link Building Over Time (2005+)GoogleGuy Build Content forsays Users, Not for Search Engines (C) 2012 CEMPER.COM & Link Research Tools
  10. 10. Does all this sound oldand familiar? (C) 2012 CEMPER.COM & Link Research Tools
  11. 11. About Christoph C. Cemper (C) 2012 CEMPER.COM & Link Research Tools
  12. 12. Content Quality is important? (2011)PANDA! (C) 2012 CEMPER.COM & Link Research Tools
  13. 13. Panda and Link Building? (C) 2012 CEMPER.COM & Link Research Tools
  14. 14. Enough of the old SEO gossip (C) 2012 CEMPER.COM & Link Research Tools
  15. 15. Actionable Advice for Penguin Victims (C) 2012 CEMPER.COM & Link Research Tools
  16. 16. 7 Ways to Identify Bad Links7 Ways to Identify Bad Links 4 strong indicators 3 soft indicators (C) 2012 CEMPER.COM & Link Research Tools
  17. 17. „Outing“ Post on SEOmoz March 15• http://www.seomoz.org/blog/how-garbage-ranks-in-the-serps-a-case-study (C) 2012 CEMPER.COM & Link Research Tools
  18. 18. „Outing“ Posts‘ Result? – NO! 4 weeks later. (C) 2012 CEMPER.COM & Link Research Tools
  19. 19. 4 Strong Indicators to Remove a LinkWHICH LINKS TO REMOVE 1 (C) 2012 CEMPER.COM & Link Research Tools
  20. 20. 4 Hard Reasons to Remove• G!idx=0• „PageRank“ advertised• Same Owner/IP Networks• Theme = Virus, Suspicious, Malware, etc. (C) 2012 CEMPER.COM & Link Research Tools
  21. 21. Remove Backlinks with G!idx=0• G!idx = 0 ! (C) 2012 CEMPER.COM & Link Research Tools
  22. 22. Hands Off „PR“ Advertised Links (C) 2012 CEMPER.COM & Link Research Tools
  23. 23. IP Popularity of backlinks• smells fake (C) 2012 CEMPER.COM & Link Research Tools
  24. 24. Same owners• Too easy! (C) 2012 CEMPER.COM & Link Research Tools
  25. 25. Suspicous / Virus Links• Too dangerous! (C) 2012 CEMPER.COM & Link Research Tools
  26. 26. 3 Soft Indicators to carefully Check & Remove LinksWHICH LINKS TO REMOVE 2 (C) 2012 CEMPER.COM & Link Research Tools
  27. 27. 3 Soft Reasons to Carefully Check & Remove• Link Velocity Trends < -50% (link growth went A LOT slower)• Low Power & low Trust (know the 4 types of power*trust links)• Huge Outcalled Networks (know the outcalled networks) (C) 2012 CEMPER.COM & Link Research Tools
  28. 28. Link Velocity Trends < -50% ! All of the dropped sites lost link velocity! (C) 2012 CEMPER.COM & Link Research Tools
  29. 29. Four Types of Power * Trust Backlinks (C) 2012 CEMPER.COM & Link Research Tools
  30. 30. Four Types of Power * Trust Backlinks• AVOID: Low Trust and Low Power (“junk links”) (C) 2012 CEMPER.COM & Link Research Tools
  31. 31. Four Types of Power * Trust Backlinks• RISKY: Low Trust and High Power (“pagerank links”) (C) 2012 CEMPER.COM & Link Research Tools
  32. 32. Four Types of Power * Trust Backlinks• GOOD: High Trust and Low Power (“trust link”) (C) 2012 CEMPER.COM & Link Research Tools
  33. 33. Four Types of Power * Trust Backlinks• GOLDEN: High Trust and High Power (C) 2012 CEMPER.COM & Link Research Tools
  34. 34. Links from link networks are cheap links to remove nowCURRENTLY DOOMED (C) 2012 CEMPER.COM & Link Research Tools
  35. 35. Advanced Process to find Link Network sites Link Networkscan be found by YOU piece of cake… (C) 2012 CEMPER.COM & Link Research Tools
  36. 36. So Google can easily do it. We’re no PHP script collection. We’re Google. • Lesson learnt: dont underestimate Google (like the last 3-4 years) (C) 2012 CEMPER.COM & Link Research Tools
  37. 37. Penalized NetworksIf a Network has a NAME then avoid it! (C) 2012 CEMPER.COM & Link Research Tools
  38. 38. Avoid Penalized Networks• Build My Rank• HKSEO / High PR Society• Authority Link Network / ALN• Linkvana• Rank Jump• … (C) 2012 CEMPER.COM & Link Research Tools
  39. 39. Fast SolutionHOW TOFIND LINK NETWORKS (C) 2012 CEMPER.COM & Link Research Tools
  40. 40. WITHOUT lots of Excel leg work! (C) 2012 CEMPER.COM & Link Research Tools
  41. 41. Advanced Process to find Link Network sites- take 5 link selling sites (suspects)- automatically identify over 750 link selling sites- (more suspects) (C) 2012 CEMPER.COM & Link Research Tools
  42. 42. Advanced Process to find Link Network sites1. Do LJT with “suspect” bad sites2. Get common results (victims)3. Do CBLT for victims and you4. Common links are highly probable bad links (check it!)5. Remove/avoid those bad links (C) 2012 CEMPER.COM & Link Research Tools
  43. 43. 43 Holy cow, this CEMPER guy must be crazy,I don‘t understand a word. (C) 2012 CEMPER.COM & Link Research Tools
  44. 44. Advanced Process to Find Link Networks watch the video at home!http://cemper.co/linknet (C) 2012 CEMPER.COM & Link Research Tools
  45. 45. 7 Golden Rules of White Hat Link Building 7 Golden Rules of White Hat Link Building revisited (C) 2012 CEMPER.COM & Link Research Tools
  46. 46. 7 Golden Rules of White Hat Link Building1. Relevant page & in content links2. Domain Trust classic3. Natural Anchor Text from4. NoFollow 2009 and 20075. Juicy Page6. No Spam!7. Don’t buy links for page rank! (C) 2012 CEMPER.COM & Link Research Tools
  47. 47. Look it up Original Post & Presentation 2009http://cemper.co/7golden (C) 2012 CEMPER.COM & Link Research Tools
  48. 48. 40 bonus slides• Revisit „7 Golden Rules of Link Building“• 2009 vs. 2012business card forbonus slides! (C) 2012 CEMPER.COM & Link Research Tools
  49. 49. Management Summary• All 7 Golden Rules from 2009 are still valid! (the details and metrics evolved tough)• Spam/Automation got a lot worse (SEOs got away with a lot of black hat/grey hat stuff for too long)• Google finally reacted to simple spam (Don‘t underestimate Google)• 3rd Party SEO Metrics got a LOT better (C) 2012 CEMPER.COM & Link Research Tools
  50. 50. Is Link Building and SEO dead? (C) 2012 CEMPER.COM & Link Research Tools
  51. 51. What is really dead• Avoid cheap links• Avoid exact match anchors (SEO links)• Avoid footprints• Avoid shortcuts (C) 2012 CEMPER.COM & Link Research Tools
  52. 52. You get what you „pay“ for!Quality links work.Cheap links don‘t. (C) 2012 CEMPER.COM & Link Research Tools
  53. 53. THE BEST LINKS are those that your competitors can NOT get! (C) 2012 CEMPER.COM & Link Research Tools
  54. 54. Business Card for 40 Bonus Slides your business card for 40 bonus slides (C) 2012 CEMPER.COM & Link Research Tools
  55. 55. http://cemper.co/trial (C) 2012 CEMPER.COM & Link Research Tools
  56. 56. Thanks for your attention! QUESTIONS?http://cemper.co/trial  Link Research Tools trialBusiness Card  40 extra slides christoph@cemper.com twitter.com/cemper http://www.cemper.com/ http://www.LinkResearchTools.com (C) 2012 CEMPER.COM & Link Research Tools
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