Building	  Links	  in	  a	  Penguin-­‐Ridden	  World                 How to recover, survive and prosper after            ...
Nice	  to	  meet	  you	  MaTeo	  Monari	   ● 	  7	  years	  in	  SEO	  &	  Link	  Building	  (4	  in	  iGaming)	   ● 	  Fo...
What	  we’ll	  see	    1)  Why	  links?	    2)  The	  “Perfect	  Link”	    3)  TradiMonal	  link-­‐building	  methods	    ...
Why	  links?	  Content	  is	  king?	  No,	  content	  is	  the	  pilot	  	  • 	  On-­‐site	  SEO	  (code,	  structure)	  i...
The	  Perfect	  Link	  (?)	    l     	  Towards	  your	  “money	  pages”	  	    	    l     	  With	  your	  “money	  key...
TradiMonal	  link-­‐building	  methods	                   Link exchanges                 Link pyramids & networks         ...
But	  Google	  knows	  many	  things...	    l     	  IP	  address	  of	  each	  site	        l 	  Whois	  informaHon	  o...
...so	  what	  if	  things	  went	  wrong?	  If	  Google	  idenHfied	  “dodgy”	  links,	  it	  could:	  	  	  •  Ignore	  t...
We	  all	  hate	  Pandas	  since	  2011...	  	                for      &                                  .9
...from	  April	  24th	  we	  hate	  penguins	  too	     	                                                        	       ...
Official	  definiMon	       ”	  [...]	  an	  important	  algorithm	  change	  targeted	  at	       webspam.	  The	  change	  ...
What	  it	  meant	  Google started to give NEGATIVE VALUE to some links matching ageneral on/off-site “over-optimization”:...
So...	   à Increased risks associated with old methods:   •  No to link exchanges   •  No to link pyramids and weels   • ...
...and	  what	  if	  you	  have	  been	  “hit”?	   à  NO quick recovery: Google will have to     gradually re-evaluate yo...
The	  Perfect	  Link	  (?)	  l    	  Just	  someMmes	  towards	  your	  “money	  pages”	  	  	  l 	  Just	  someMmes	  w...
What	  does	  “natural”	  mean?	    	                      	           for   &                     .16
Natural	  =	  Similar	  to	  others	   1) Who is your real competitor?        Black / White hat SEO?        Target?       ...
Examples	  of	  “natural”	  link	  distribuMon:	         	                                                         Across	...
Examples	  of	  “natural”	  link	  distribuMon:	        	                                                                 ...
Examples	  of	  “natural”	  link	  distribuMon:	   	                           In	  Mme:	   	   	   	  	                  ...
But	  how	  should	  one	  get	  links	  now?	  	  	       1)	  “Natural”	  link	  building	  campaign	       2)	  “Natura...
“Natural”	  link-­‐building	  campaign	  1	  :	  Guest	  PosMng	  /	  Bloggers’	  outreach	  	   	  Use	  just	  as	  many...
“Natural”	  link-­‐building	  campaign	  2	  :	  Careful,	  big-­‐scale	  arMcles’	  exchanges	               Strictly NOT...
“Natural”	  link-­‐building	  campaign	  3	  :	  On-­‐topic	  embeddable	  widgets	                         Slots mini-gam...
“Natural”	  link-­‐building	  campaign	  4	  :	  Engaging	  content	  creaMon	  +	  PR	   a.k.a. “Link baits”: design, pro...
“Natural”	  anchor	  text	    •  Aggressive anchor text: [...] online casino, [...] casino  •  Anchor text variations: [.....
To	  recap	    1)  Links	  are	  sHll	  a	  key	  SEO	  element	    2)  The	  concept	  of	  “Perfect	  Link”	  has	  evol...
Thank	  You!	   MaTeo	  Monari	   COO	  of	  BizUp	  srl	   	   hTp://www.bizupmedia.com/en/	   	        m.monari@bizupmed...
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Building links in a penguin ridden world - BizUp

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What you need to know about Google Penguin and Panda updates

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Building links in a penguin ridden world - BizUp

  1. 1. Building  Links  in  a  Penguin-­‐Ridden  World How to recover, survive and prosper after Googles latest link Armageddon
  2. 2. Nice  to  meet  you  MaTeo  Monari   ●   7  years  in  SEO  &  Link  Building  (4  in  iGaming)   ●   Former  Head  of  SEO  for  Populis  (Excite,  Blogosfere,  Mokono)       COO  of  BizUp:     ●   Search,  Social  and  Mobile  MarkeMng   ●   5  Languages  in-­‐house  (IT,  FR,  ES,  DE,  EN)   ● Experience  in  compeMMve  segments  (Gambling,  Finance...)       for & .2
  3. 3. What  we’ll  see   1)  Why  links?   2)  The  “Perfect  Link”   3)  TradiMonal  link-­‐building  methods   4)  Google  Penguin   5)  The  “Perfect  Link”  –  Revised     6)  Penguin-­‐proof  “natural”  link-­‐building   for & .3
  4. 4. Why  links?  Content  is  king?  No,  content  is  the  pilot    •   On-­‐site  SEO  (code,  structure)  is  the  base,  you  car.    •   Content  is  necessary  to  drive  it,  it’s  the  pilot.      •   Links  are  your  gasoline  (1  link  =  1  vote,  but  not  all  votes  have  the  same  value...)    →  The  harder  the  race,  the  more/beTer  gasoline  you  need         for & .4
  5. 5. The  Perfect  Link  (?)   l   Towards  your  “money  pages”       l   With  your  “money  keyword”  in  the  anchor  text       l   From  a  site  about  your  “money keyword”     l   On  a  page  about  your  “money keyword”     l   As  many  as  possible   for & .5
  6. 6. TradiMonal  link-­‐building  methods   Link exchanges Link pyramids & networks Content syndication Directories Mass link-buys for & .6
  7. 7. But  Google  knows  many  things...   l   IP  address  of  each  site   l   Whois  informaHon  of  each  site   l   Email  addresses  in  each  site   l   Template  &  CMS  of  each  site   l   Links  (in  +  out)  of  each  site    l   Adsense  codes  of  each  site   l   AnalyMcs  codes  of  each  site     l   WMT  account  of  each  site   ...  +  Historical  data   for & .7
  8. 8. ...so  what  if  things  went  wrong?  If  Google  idenHfied  “dodgy”  links,  it  could:      •  Ignore  them  (=  not  count  them)     •  Temporarily  penalize  a  site  or  secMon      (once  a  certain  limit  was  reached)   à Clean-­‐up  of  most  risky  links   à AutomaHc  de-­‐penalizaHon   à Manual  re-­‐inclusion  requests       .8 for &
  9. 9. We  all  hate  Pandas  since  2011...     for & .9
  10. 10. ...from  April  24th  we  hate  penguins  too         Full  updates’  history:  http://www.seomoz.org/google-algorithm-change for & .10
  11. 11. Official  definiMon   ”  [...]  an  important  algorithm  change  targeted  at   webspam.  The  change  will  decrease  rankings  for  sites   that  we  believe  are  violaHng  Google’s  exisHng  quality   guidelines.     [...]     Sites  affected  by  this  change  might  not  be  easily     recognizable  as  spamming"            ( http://googlewebmastercentral.blogspot.it/2012/04/another-step-to-reward-high-quality.html ) for & .11
  12. 12. What  it  meant  Google started to give NEGATIVE VALUE to some links matching ageneral on/off-site “over-optimization”: a site or section can begradually, permanently devalued. Penguin is NOT a penalization. 1 vote or 1 1 link = no vote or a negative vote for & .12
  13. 13. So...   à Increased risks associated with old methods: •  No to link exchanges •  No to link pyramids and weels •  No to aggressive content syndication   •  No to aggressive directory submission   •  No to mass link-buys             for & .13
  14. 14. ...and  what  if  you  have  been  “hit”?   à  NO quick recovery: Google will have to gradually re-evaluate your profile while you... •  Remove links from link networks •  Remove links with aggressive anchor texts •  Remove links from dodgy placements •  Remove links from obviously unrelated sites •  Gradually acquire “perfect” links...         for &     .14
  15. 15. The  Perfect  Link  (?)  l   Just  someMmes  towards  your  “money  pages”      l   Just  someMmes  with  your  “money  keyword”  in  the  anchor  text      l   Just sometimes from  a  site  about  your  “money keyword”    l   Just sometimes on  a  page  about  your  “money keyword”     “NATURAL” for & .15
  16. 16. What  does  “natural”  mean?       for & .16
  17. 17. Natural  =  Similar  to  others   1) Who is your real competitor? Black / White hat SEO? Target? Budget? 2) In-depth analysis: Links’ distribution across pages   Anchor text distribution Link development over time   Site-wide links vs. links to specific pages IPs / networks Link-building methods used for & .17
  18. 18. Examples  of  “natural”  link  distribuMon:     Across  pages  12001000800600  400  200 0 1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930313233343536373839404142434445464748495051525354555657585960616263 for & .18
  19. 19. Examples  of  “natural”  link  distribuMon:     In  the  anchor  text    450  400350    300    250  200150  100 50 0 5 13 21 29 37 45 53 61 69 77 85 93 101 109 117 125 133 141 149 157 165 173 181 189 197 205 213 221 229 237 245 253 261 269 277 285 293 301 309 317 325 333 341 349 357 365 373 381 389 397 405 413 1 9 17 25 33 41 49 57 65 73 81 89 97 105 113 121 129 137 145 153 161 169 177 185 193 201 209 217 225 233 241 249 257 265 273 281 289 297 305 313 321 329 337 345 353 361 369 377 385 393 401 409 417 for & .19
  20. 20. Examples  of  “natural”  link  distribuMon:     In  Mme:                   for & .20
  21. 21. But  how  should  one  get  links  now?       1)  “Natural”  link  building  campaign   2)  “Natural”  anchor  texts   for & .21
  22. 22. “Natural”  link-­‐building  campaign  1  :  Guest  PosMng  /  Bloggers’  outreach      Use  just  as  many  links  as  in  other  posts.   l  l   Do  not  link  only  your  site.   l   Spread  links  in  the  text.   l   Link  from  on-­‐topic  posts.   l   Use  REAL  blogs,  of  REAL  people     l   NO  “site  reviews”  full  of  links   l   NO  “blog  networks”  of  “support  sites”  links   l   NO  link-­‐stuffing  at  end  of  arHcles   l   NO  off-­‐topic  sites/arHcles     for & .22
  23. 23. “Natural”  link-­‐building  campaign  2  :  Careful,  big-­‐scale  arMcles’  exchanges   Strictly NOT Connected sites     for & .23
  24. 24. “Natural”  link-­‐building  campaign  3  :  On-­‐topic  embeddable  widgets   Slots mini-game Poker questions Odds calculator Embed code = you decide link attributes for & (Source: http://www.widgetbox.com ) .24
  25. 25. “Natural”  link-­‐building  campaign  4  :  Engaging  content  creaMon  +  PR   a.k.a. “Link baits”: design, production, distribution/PR Tools In-depth industry research Infographics for & .25
  26. 26. “Natural”  anchor  text   •  Aggressive anchor text: [...] online casino, [...] casino •  Anchor text variations: [...] on-line casinos, [...] on line casino site •  Longer anchor texts: [...] this new site about online casinos •  Natural anchor texts: •  [...] this page of bizupmedia.com about online casinos •  [...] these blackjack games on bizupmedia.com •  [...] some online casinos like this or that for & .26
  27. 27. To  recap   1)  Links  are  sHll  a  key  SEO  element   2)  The  concept  of  “Perfect  Link”  has  evolved   3)  Google  Penguin  made  links  potenMally  “negaMve”   4)  Old  link-­‐building  methods  are  now  more  risky   5)  Penguin-­‐proof  link-­‐building  is  sMll  possible   for & .27
  28. 28. Thank  You!   MaTeo  Monari   COO  of  BizUp  srl     hTp://www.bizupmedia.com/en/     m.monari@bizupmedia.com matteomonari twitter.com/matteo_monari ujigeng for & .28
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