Advanced Linkbuilding in 2009 and beyond

Advanced Link Building in 2009 and beyond … Christoph C. Cemper

Motivation
Give update on actually USED techniques
Still LOTs of outdated information out

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

Overview
1. Introduction
2. What DID matter
3. What still DOES matter!
4. The 7 Golden Rules of White Hat Link Building
5. The Secret Gardens (TOP tips & tools)
6. Q&A

About Christoph C. Cemper
Software Architect (IT Diploma)
Masters Degree in Marketing/Sales
Ex-IBM, ex-HP
Today: General Manager, Owner, Project Manager

About CEMPER.COM
Started in 2003
Doing links since 2003
Over 400 current international clients
SEO Consulting for premium clients
Developing SEO software
Running some successful sites on topics like travel, electronics, finance …

What I expect from you
Know WHY you need links
Have been building/buying/stealing links
Have wondered before why link building/etc. „stopped working“

What DID matter in link building
Precise Anchortext
Because LSI is in full effect and anchor text filters (since 2006!)
Google Pagerank
Because it‘s crippled by Google (since 2007!)
Alexa Rank
Because it‘s skewed (since ever)
Google Backlinks
Because it‘s crippled by Google (since 2004!)
Google Cachedate
Because it‘s crippled by Google (for a while!)

What, no page rank?
Matt Cutts
Says
(SMX Advanced Seattle 2008)
We return random page rank data if we feel like to – it‘s fun! 
Lesson learnt: don‘t look at PR

What still DOES matter in link building!
RELEVANCY
&
TRUST

7 Golden Rules of White Hat Link Building
Relevant page & in content links
Domain trust
Natural anchor text
Nofollow
Juicy Page (you‘ll get instructions and our secret tool!)
No Spam!
Don’t buy links for page rank!

Link Building Over Time (2005+)
Google
Guy
says
Build Content for Users, Not for Search Engines

Golden Rules of White Hat Link Building (1)
Relevant page with in-content links
„ Presell Pages“
Coined by Aaron Wall in 03/2005
Links in RELEVANT content
R.I.P irrelevant footer links (devalued 2004)
Lesson Learnt:
build links on relevant content pages!

Trust Rank
You need links
from trusted sites
to become trusted!
Trust of linking FROM & TO domain
Domain Age important
Co-Citations super important … Q?

Trust Rank also means…
Link quality is relative…
Trusted domains respond differently & more quickly
Trusted domains = more LSI
Lesson Learnt:
build trust, not (only) links!

Co-Citations & Neighborhood (2006+)
Co-Citations & Neighborhood IMPORTANT
WHO you link to with is
WHO is linked with you is important!
Awesome graphics by JimBoykin 

Co-Citations & neighborhood(2006+)
Bad co-citation example
AND – it‘s a navigational text link – devalued ANYWAYs …

Natural
Anchor Text
Distribution

Google Update August 2009
-50 Penalty on Keyword / Page basis
Anchor Text Overoptimization!
Golden Rules of White Hat Link Building (3) Natural Anchor Text – Google -50 Penalty

Solution
Vary anchortext
Add nofollows
add „useless“ anchortext
Brandname
Site-URL
„ cool site“ – „click here“
Golden Rules of White Hat Link Building (3) Natural Anchor Text Case Study (3)

Normal users don’t care
about anchortext
(and if all your links look like
they were built by an SEO
then you‘re in BIG trouble)

Do you build NOFOLLOW links?
(on relevant pages that is!)

Yes, also - because you
don‘t look at pagerank
(do you?)

Even more YES, because normal
normal users don‘t care
about NOFOLLOW
either

Juicy Page
=
it does rank!
I will show you in a minute how to check!
(and give you access to our internal tool!)

No
Spam!
Links on duplicate content pages
AKA article directories / article sites
Adding Links INTO pages that are years old
Bad Neighborhood

Choose your link sources carefully!! OMG it‘s full of SPAM And we‘re in the middle of all these link buyers! need this page, buddy? DO NOT GET A LINK HERE!!!

DON‘T
BUY LINKS
FOR PAGE RANK

BUT,
You don‘t
look at pagerank
anyway!
(do you?)

The Secret Gardens
Check if a page is JUICY
Finding relevant pages for links

Check if a page is JUICY (1)
Pick unique phrase

Google for it in quotes
stealing my content? Need to DMCA again! #1 for our phrase – won the JUICE contest

Check if a page is (NOT) JUICY (3) Does THIS Look Like A Nice Site?

Check if a page is (NOT) JUICY (4) Hmmm… That site could not be found in these 6, maybe in the filtered results?

Check if a page is (NOT) JUICY (5) Oh man! 142 spammy article syndication sites same content… Is „my“ page there at all? No, the site was Not found in the 142 Results at ALL It‘s a DEAD page!

Check if a page is JUICY (6) Prefer to have this info at the click of a button

YOU now can use our JUICE tool too…
Leave your business card to get early access!

Finding relevant pages If Google thinks a page is very relevant for a keyphrase, then it probably is (in Google‘s eyes!)

Digging thru those could take some time tough…
Damn, I‘d better find a new job, this link builder job looks like A LOT of hard work…

Use Combinations!
my keyword information
my keyword review
buy my keyword
purchase my keyword

Then look at
Is the page juicy?
It should be if you found it in Google – did you check?
Are there any spammy looking links on there already that look like a link-seller-paradise?
If it looks like spam to you, it probably does to Google as well!

We tried to improve link research
That‘s why we‘ve built our internal SERP research tool for our work

More tools …
More
Common Back Links tool (Competitor Links)
Common Outbound Links (AKA authority finder)
Backlink and Anchor Text Tool
Over 27 analysis parameters
Not just PR + Cache, but we got those too…
Leave your business card to get early access!

Basic Tools you will need
Google
Firefox
SEOQUAKE
SwitchProxy Plugin
Spreadsheets or good CRM-like software

Summary
Don‘t look at Pagerank, Alexa, etc.
DO obey the
7 Golden Rules of White Hat Link Building
Don‘t worry about wasting PR or anchortext
Think like a user, not an SEO!
Be efficient!

THANK YOUR FOR YOUR ATTENTION!
QUESTIONS ?
Want to have early bird access to our LinkResearchTools? Please leave your business card. We got a FREE Link Building Training (Signup) In other cases feel free to contact me: [email_address] http://www.cemper.com/ http:// www.LinkResearchTools.com

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Advanced Linkbuilding in 2009 and beyond

by Christoph Cemper on Sep 16, 2009

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