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Advanced Link Building in 2009 and beyond … Christoph C. Cemper
Motivation <ul><li>Give update on actually USED techniques </li></ul><ul><li>Still LOTs of outdated information out </li><...
Link Building Over Time (2004) OMG, I got banned from Google for pointing a PR8 sitewide link at my 3 days old datafeed si...
Overview <ul><li>1. Introduction </li></ul><ul><li>2. What DID matter </li></ul><ul><li>3. What still DOES matter! </li></...
About Christoph C. Cemper <ul><li>Software Architect (IT Diploma)  </li></ul><ul><li>Masters Degree in Marketing/Sales </l...
About CEMPER.COM <ul><li>Started in 2003 </li></ul><ul><li>Doing links since 2003 </li></ul><ul><li>Over 400 current inter...
What I expect from you <ul><li>Know WHY you need links </li></ul><ul><li>Have been building/buying/stealing links </li></u...
What DID matter in link building <ul><li>Precise Anchortext </li></ul><ul><ul><li>Because LSI is in full effect and anchor...
What, no page rank? <ul><li>Matt Cutts </li></ul><ul><li>Says </li></ul><ul><li>(SMX Advanced  Seattle 2008) </li></ul>We ...
What still DOES matter in link building! <ul><li>RELEVANCY </li></ul><ul><li>& </li></ul><ul><li>TRUST </li></ul>
7 Golden Rules of White Hat Link Building <ul><li>Relevant page & in content links </li></ul><ul><li>Domain trust </li></u...
Link Building Over Time (2005+) <ul><li>Google </li></ul><ul><li>Guy </li></ul><ul><li>says </li></ul>Build Content for Us...
Golden Rules of White Hat Link Building (1) <ul><li>Relevant page with in-content links </li></ul><ul><li>„ Presell Pages“...
<ul><li>Trust Rank   </li></ul><ul><li>You need links  </li></ul><ul><li>from trusted sites  </li></ul><ul><li>to become t...
<ul><li>Trust Rank also means… </li></ul><ul><li>Link quality is relative… </li></ul><ul><ul><li>Trusted domains respond d...
Co-Citations & Neighborhood (2006+) <ul><li>Co-Citations & Neighborhood  IMPORTANT </li></ul><ul><ul><li>WHO you link to w...
Co-Citations & neighborhood(2006+) <ul><li>Bad co-citation example </li></ul><ul><li>AND – it‘s a navigational text link –...
<ul><li>Natural   </li></ul><ul><li>Anchor Text </li></ul><ul><li>Distribution </li></ul>Golden Rules of White Hat Link Bu...
<ul><li>Google Update August 2009   </li></ul><ul><li>-50 Penalty on Keyword / Page basis </li></ul><ul><li>Anchor Text Ov...
<ul><li>Solution </li></ul><ul><ul><li>Vary anchortext </li></ul></ul><ul><ul><li>Add nofollows </li></ul></ul><ul><ul><li...
<ul><li>Normal users don’t care  </li></ul><ul><li>about anchortext </li></ul><ul><li>(and if all your links look like  </...
<ul><li>Do you build NOFOLLOW links? </li></ul><ul><li>(on relevant pages that is!) </li></ul>Golden Rules of White Hat Li...
<ul><li>Yes, also - because you   </li></ul><ul><li>don‘t look at pagerank </li></ul><ul><li>(do you?) </li></ul>Golden Ru...
<ul><li>Even more YES, because normal </li></ul><ul><li>normal users don‘t care  </li></ul><ul><li>about NOFOLLOW </li></u...
<ul><li>Juicy Page  </li></ul><ul><li>=   </li></ul><ul><li>it does rank! </li></ul><ul><li>I will show you in a minute ho...
<ul><li>No  </li></ul><ul><li>Spam!  </li></ul><ul><li>Links on duplicate content pages  </li></ul><ul><ul><li>AKA article...
Choose your link sources carefully!! OMG it‘s full of SPAM And we‘re in the middle of all these link buyers! need this pag...
<ul><li>DON‘T  </li></ul><ul><li>BUY LINKS  </li></ul><ul><li>FOR PAGE RANK </li></ul>Golden Rules of White Hat Link Build...
<ul><li>BUT,   </li></ul><ul><li>You don‘t  </li></ul><ul><li>look at pagerank </li></ul><ul><li>anyway!  </li></ul><ul><l...
The Secret Gardens <ul><li>Check if a page is JUICY </li></ul><ul><li>Finding relevant pages for links </li></ul>
Check if a page is JUICY (1) <ul><li>Pick unique phrase </li></ul>
Check if a page is JUICY (2) <ul><li>Google for it in quotes </li></ul>stealing my content? Need to DMCA again! #1 for our...
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?...
Check if a page is JUICY (6) Prefer to have this  info at the click of a button
Check if a page is JUICY (7) <ul><li>YOU now can use our JUICE tool too… </li></ul>Leave  your business card  to get early...
Finding relevant pages If Google thinks a page is very relevant for a keyphrase, then it probably is (in Google‘s eyes!)
Finding relevant pages for links <ul><li>Digging thru those could take some time tough… </li></ul>Damn, I‘d better find a ...
Finding relevant pages for links <ul><li>Use Combinations! </li></ul><ul><li>my keyword information </li></ul><ul><li>my k...
Finding relevant pages for links <ul><li>Then look at </li></ul><ul><ul><li>Is the page juicy?  </li></ul></ul><ul><ul><ul...
We tried to improve link research <ul><li>That‘s why we‘ve built our internal SERP research tool for our work </li></ul>
More tools … <ul><li>More </li></ul><ul><ul><li>Common Back Links tool (Competitor Links) </li></ul></ul><ul><ul><li>Commo...
Basic Tools you will need <ul><li>Google </li></ul><ul><li>Firefox </li></ul><ul><li>SEOQUAKE </li></ul><ul><li>SwitchProx...
Summary <ul><li>Don‘t look at Pagerank, Alexa, etc. </li></ul><ul><li>DO obey the  </li></ul><ul><li>7 Golden Rules of Whi...
THANK YOUR FOR YOUR ATTENTION! <ul><ul><li>QUESTIONS ? </li></ul></ul>Want to have early bird access  to our LinkResearchT...
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Advanced Linkbuilding in 2009 and beyond

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Christoph's presentation from the BudapestAffiliateConference in Budapest on Sept 11 2009 - Christoph C Cemper has been building links since 2003 and is a well respected guru in the SEO industry, especially when it comes to getting real juicy links on trusted domains. Link Building techniques have evolved over the years and it gets hard to diagnose a good link at all. In this session Christoph gives you an overview of his tactics, techniques and (private) tools he uses. Learn how to find the best pages, diagnose its health and what co-citation is about.

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Transcript of "Advanced Linkbuilding in 2009 and beyond"

  1. 1. Advanced Link Building in 2009 and beyond … Christoph C. Cemper
  2. 2. Motivation <ul><li>Give update on actually USED techniques </li></ul><ul><li>Still LOTs of outdated information out </li></ul>
  3. 3. 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
  4. 4. Overview <ul><li>1. Introduction </li></ul><ul><li>2. What DID matter </li></ul><ul><li>3. What still DOES matter! </li></ul><ul><li>4. The 7 Golden Rules of White Hat Link Building </li></ul><ul><li>5. The Secret Gardens (TOP tips & tools) </li></ul><ul><li>6. Q&A </li></ul>
  5. 5. About Christoph C. Cemper <ul><li>Software Architect (IT Diploma) </li></ul><ul><li>Masters Degree in Marketing/Sales </li></ul><ul><li>Ex-IBM, ex-HP </li></ul><ul><li>Today: General Manager, Owner, Project Manager </li></ul>
  6. 6. About CEMPER.COM <ul><li>Started in 2003 </li></ul><ul><li>Doing links since 2003 </li></ul><ul><li>Over 400 current international clients </li></ul><ul><li>SEO Consulting for premium clients </li></ul><ul><li>Developing SEO software </li></ul><ul><li>Running some successful sites on topics like travel, electronics, finance … </li></ul>
  7. 7. What I expect from you <ul><li>Know WHY you need links </li></ul><ul><li>Have been building/buying/stealing links </li></ul><ul><li>Have wondered before why link building/etc. „stopped working“ </li></ul>
  8. 8. What DID matter in link building <ul><li>Precise Anchortext </li></ul><ul><ul><li>Because LSI is in full effect and anchor text filters (since 2006!) </li></ul></ul><ul><li>Google Pagerank </li></ul><ul><ul><li>Because it‘s crippled by Google (since 2007!) </li></ul></ul><ul><li>Alexa Rank </li></ul><ul><ul><li>Because it‘s skewed (since ever) </li></ul></ul><ul><li>Google Backlinks </li></ul><ul><ul><li>Because it‘s crippled by Google (since 2004!) </li></ul></ul><ul><li>Google Cachedate </li></ul><ul><ul><li>Because it‘s crippled by Google (for a while!) </li></ul></ul>
  9. 9. What, no page rank? <ul><li>Matt Cutts </li></ul><ul><li>Says </li></ul><ul><li>(SMX Advanced Seattle 2008) </li></ul>We return random page rank data if we feel like to – it‘s fun!  <ul><li>Lesson learnt: don‘t look at PR </li></ul>
  10. 10. What still DOES matter in link building! <ul><li>RELEVANCY </li></ul><ul><li>& </li></ul><ul><li>TRUST </li></ul>
  11. 11. 7 Golden Rules of White Hat Link Building <ul><li>Relevant page & in content links </li></ul><ul><li>Domain trust </li></ul><ul><li>Natural anchor text </li></ul><ul><li>Nofollow </li></ul><ul><li>Juicy Page (you‘ll get instructions and our secret tool!) </li></ul><ul><li>No Spam! </li></ul><ul><li>Don’t buy links for page rank! </li></ul>
  12. 12. Link Building Over Time (2005+) <ul><li>Google </li></ul><ul><li>Guy </li></ul><ul><li>says </li></ul>Build Content for Users, Not for Search Engines
  13. 13. Golden Rules of White Hat Link Building (1) <ul><li>Relevant page with in-content links </li></ul><ul><li>„ Presell Pages“ </li></ul><ul><ul><li>Coined by Aaron Wall in 03/2005 </li></ul></ul><ul><ul><li>Links in RELEVANT content </li></ul></ul><ul><ul><li>R.I.P irrelevant footer links (devalued 2004) </li></ul></ul><ul><li>Lesson Learnt: </li></ul><ul><ul><li>build links on relevant content pages! </li></ul></ul>
  14. 14. <ul><li>Trust Rank </li></ul><ul><li>You need links </li></ul><ul><li>from trusted sites </li></ul><ul><li>to become trusted! </li></ul><ul><li>Trust of linking FROM & TO domain </li></ul><ul><li>Domain Age important </li></ul><ul><li>Co-Citations super important … Q? </li></ul>Golden Rules of White Hat Link Building (2)
  15. 15. <ul><li>Trust Rank also means… </li></ul><ul><li>Link quality is relative… </li></ul><ul><ul><li>Trusted domains respond differently & more quickly </li></ul></ul><ul><ul><li>Trusted domains = more LSI </li></ul></ul><ul><li>Lesson Learnt: </li></ul><ul><ul><li>build trust, not (only) links! </li></ul></ul>Golden Rules of White Hat Link Building (2)
  16. 16. Co-Citations & Neighborhood (2006+) <ul><li>Co-Citations & Neighborhood IMPORTANT </li></ul><ul><ul><li>WHO you link to with is </li></ul></ul><ul><ul><li>WHO is linked with you is important! </li></ul></ul><ul><ul><li>Awesome graphics by JimBoykin  </li></ul></ul>
  17. 17. Co-Citations & neighborhood(2006+) <ul><li>Bad co-citation example </li></ul><ul><li>AND – it‘s a navigational text link – devalued ANYWAYs … </li></ul>
  18. 18. <ul><li>Natural </li></ul><ul><li>Anchor Text </li></ul><ul><li>Distribution </li></ul>Golden Rules of White Hat Link Building (3)
  19. 19. <ul><li>Google Update August 2009 </li></ul><ul><li>-50 Penalty on Keyword / Page basis </li></ul><ul><li>Anchor Text Overoptimization! </li></ul>Golden Rules of White Hat Link Building (3) Natural Anchor Text – Google -50 Penalty
  20. 20. <ul><li>Solution </li></ul><ul><ul><li>Vary anchortext </li></ul></ul><ul><ul><li>Add nofollows </li></ul></ul><ul><ul><li>add „useless“ anchortext </li></ul></ul><ul><ul><ul><li>Brandname </li></ul></ul></ul><ul><ul><ul><li>Site-URL </li></ul></ul></ul><ul><ul><ul><li>„ cool site“ – „click here“ </li></ul></ul></ul>Golden Rules of White Hat Link Building (3) Natural Anchor Text Case Study (3)
  21. 21. <ul><li>Normal users don’t care </li></ul><ul><li>about anchortext </li></ul><ul><li>(and if all your links look like </li></ul><ul><li>they were built by an SEO </li></ul><ul><li>then you‘re in BIG trouble) </li></ul>Golden Rules of White Hat Link Building (3)
  22. 22. <ul><li>Do you build NOFOLLOW links? </li></ul><ul><li>(on relevant pages that is!) </li></ul>Golden Rules of White Hat Link Building (4)
  23. 23. <ul><li>Yes, also - because you </li></ul><ul><li>don‘t look at pagerank </li></ul><ul><li>(do you?) </li></ul>Golden Rules of White Hat Link Building (4)
  24. 24. <ul><li>Even more YES, because normal </li></ul><ul><li>normal users don‘t care </li></ul><ul><li>about NOFOLLOW </li></ul><ul><li>either </li></ul>Golden Rules of White Hat Link Building (4)
  25. 25. <ul><li>Juicy Page </li></ul><ul><li>= </li></ul><ul><li>it does rank! </li></ul><ul><li>I will show you in a minute how to check! </li></ul><ul><ul><li>(and give you access to our internal tool!) </li></ul></ul>Golden Rules of White Hat Link Building (5)
  26. 26. <ul><li>No </li></ul><ul><li>Spam! </li></ul><ul><li>Links on duplicate content pages </li></ul><ul><ul><li>AKA article directories / article sites </li></ul></ul><ul><li>Adding Links INTO pages that are years old </li></ul><ul><li>Bad Neighborhood </li></ul>Golden Rules of White Hat Link Building (6)
  27. 27. 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!!!
  28. 28. <ul><li>DON‘T </li></ul><ul><li>BUY LINKS </li></ul><ul><li>FOR PAGE RANK </li></ul>Golden Rules of White Hat Link Building (7)
  29. 29. <ul><li>BUT, </li></ul><ul><li>You don‘t </li></ul><ul><li>look at pagerank </li></ul><ul><li>anyway! </li></ul><ul><li>(do you?) </li></ul>Golden Rules of White Hat Link Building (7)
  30. 30. The Secret Gardens <ul><li>Check if a page is JUICY </li></ul><ul><li>Finding relevant pages for links </li></ul>
  31. 31. Check if a page is JUICY (1) <ul><li>Pick unique phrase </li></ul>
  32. 32. Check if a page is JUICY (2) <ul><li>Google for it in quotes </li></ul>stealing my content? Need to DMCA again! #1 for our phrase – won the JUICE contest
  33. 33. Check if a page is (NOT) JUICY (3) Does THIS Look Like A Nice Site?
  34. 34. Check if a page is (NOT) JUICY (4) Hmmm… That site could not be found in these 6, maybe in the filtered results?
  35. 35. 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!
  36. 36. Check if a page is JUICY (6) Prefer to have this info at the click of a button
  37. 37. Check if a page is JUICY (7) <ul><li>YOU now can use our JUICE tool too… </li></ul>Leave your business card to get early access!
  38. 38. Finding relevant pages If Google thinks a page is very relevant for a keyphrase, then it probably is (in Google‘s eyes!)
  39. 39. Finding relevant pages for links <ul><li>Digging thru those could take some time tough… </li></ul>Damn, I‘d better find a new job, this link builder job looks like A LOT of hard work…
  40. 40. Finding relevant pages for links <ul><li>Use Combinations! </li></ul><ul><li>my keyword information </li></ul><ul><li>my keyword review </li></ul><ul><li>buy my keyword </li></ul><ul><li>purchase my keyword </li></ul>
  41. 41. Finding relevant pages for links <ul><li>Then look at </li></ul><ul><ul><li>Is the page juicy? </li></ul></ul><ul><ul><ul><li>It should be if you found it in Google – did you check? </li></ul></ul></ul><ul><ul><li>Are there any spammy looking links on there already that look like a link-seller-paradise? </li></ul></ul><ul><ul><li>If it looks like spam to you, it probably does to Google as well! </li></ul></ul>
  42. 42. We tried to improve link research <ul><li>That‘s why we‘ve built our internal SERP research tool for our work </li></ul>
  43. 43. More tools … <ul><li>More </li></ul><ul><ul><li>Common Back Links tool (Competitor Links) </li></ul></ul><ul><ul><li>Common Outbound Links (AKA authority finder) </li></ul></ul><ul><ul><li>Backlink and Anchor Text Tool </li></ul></ul><ul><ul><li>Over 27 analysis parameters </li></ul></ul><ul><ul><ul><li>Not just PR + Cache, but we got those too… </li></ul></ul></ul>Leave your business card to get early access!
  44. 44. Basic Tools you will need <ul><li>Google </li></ul><ul><li>Firefox </li></ul><ul><li>SEOQUAKE </li></ul><ul><li>SwitchProxy Plugin </li></ul><ul><li>Spreadsheets or good CRM-like software </li></ul>
  45. 45. Summary <ul><li>Don‘t look at Pagerank, Alexa, etc. </li></ul><ul><li>DO obey the </li></ul><ul><li>7 Golden Rules of White Hat Link Building </li></ul><ul><li>Don‘t worry about wasting PR or anchortext </li></ul><ul><li>Think like a user, not an SEO! </li></ul><ul><li>Be efficient! </li></ul>
  46. 46. THANK YOUR FOR YOUR ATTENTION! <ul><ul><li>QUESTIONS ? </li></ul></ul>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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