LINKS & RISK MANAGEMENTC H R I S T O P H C . C E M P E R
ABOUTCHRISTOPH C. CEMPER- SEO- LRT- Daddy 
ABOUT CEMPER.COM- 10 Years Experience in Link Building and SEO- Link Research Tools- Link Detox- Talking about Risk of Lin...
A LOOK BACK TO 2012JUST 1 SLIDE
2012YEAR OF THE PENGUINS
INTERACTIONNOW FOR SOME…
WHO WAS HIT BY GOOGLE PENGUIN?
AREN‘T WE ALL JUST A BIT …FACING THE FACTS IS THE FIRST STEP…
UNNATURAL?
LET‘S JUST SEARCH FOR SOMETHE ONLY WAY TO RECOVERY
BAD LINKS !• Link Detox• Removal Outreach• Google Disavow• Round-Trip Disavow• and REMOVAL!
WHO CLEANED UPALREADY?
THAT‘S THE PRICE…
FOR THE PAST DIRTYPRACTICES IN SEO
THESE TIMES ARE OVER NOW…„MAYBEWON’T HELP,BUT WON‘T HARM"
CHEAPER CHEAPERCHEAPERCHEAPERCHEAPERCHEAPERCHEAPERCHEAPERCHEAPER
„AWESOME“ ADS
„HIGH PR“ BLOG POSTS
PROFILE LINKSROSES ROSES ROSES ROSES ROSES AND…
„STRONG“ BLOG LINKS
YUK!
OMG! ARE THOSEOLD SEO TACTICSARE STILLBEINGUSED?
WHAT‘S UNNATURAL…• Ask Donna…• Donna Versace
EVERYBODY DOES THAT…
AND THEN…
WHO‘S SURPRISED?
WHO‘S SURPRISED?
OLD SEO JUNK
DIRECTORIES FOR $
THIS IS APENGUIN-PENALTY
OR THIS
VERY OLDNOGOS IN LINKBUILDING
MATT CUTTS HAS MORE
PENGUIN 4 IS COMING… will be significant and one ofthe most talked about Googlealgorithm updates this year.SXSW 03/13
LINK NETWORK PUNISHMENT
RETHINK NOW!TIME TO CHANGE YOUR MINDSET
PAST: PRICE PER LINK!Price per Link Price per Link Priceper Link Price per Link Price perLink Price per Link Price per Lin...
NOW: RISK PER LINK!• How• Might• Your• Links• Harm• YOU?
RISK MANAGEMENT FOR LINKS
DIVERSIFICATION?• Distribution to many agencies?• „Spread the risk “• =Diversification of responsibility?• Who controls, c...
LEGACY-ISSUES• PRECAUTIONARY Review – not only at 70%• Disavow• Removal• Prepare Outreach
EMERGENCY-PLAN• Prepare Outreach• Link Seller Contact List• Link Trader Contact List• „Warm Up“ – do they still exist?
REGULAR REVIEW• Regular Review for Link Detox Risk• New awareness unlike 12 mo ago• Classify your links by risk types• Cla...
TECHNICALRISK• Networks• PR Punishment• IDX Punishment• etc… DTOX Rules…• ALGO FILTER
POLITICALRISK• DO NOT Make Google look stupid!• Be a Good Merchant!• Competitors = Denunciators?• MANUAL PENALTY!
RISK PROBABILITYIncreases …• When technical rules have been broken• With link strength• When your link profile is unnatura...
LINK DETOX RISK
LINK DETOX RISK
HEALTHY LINKSOF YOUR COMPETITORS• Link Detox for competitors• „Healthy Links“ as prospects• Collect first…
RISK-CHECKBETTER TO BE SAFE ...THAN SORRY
WHY CHECK LINKS?A LINK IS A LINK?
A LINK COULD BE…1. OK for a domain2. Suspicious for other domains3. „the icing on the cake“
CHECKLIST• Is the link technically OK?• Can I show the link to Matt Cutts?• Can I show the link to <my competitor>?• Am I ...
KILLERPHRASES
LEARN FAST…Anyone who stops learning is old, whether attwenty or eighty. Anyone who keeps learningstays young.The greatest...
WHAT‘S NEXT?FORECAST
BADMERCHANTSmerchants, restaurants with „bad reputation “will be punished… we dont want low qualityexperience merchants to...
„BAD ANCHORS“• Since 2008 – Google Safesearch Bowling• New „Negative SEO“-wave?
„TRAFFIC LINKS “• Links with Clicks/Traffic = OK• Links „without“ Traffic = null or negative⇒Big Picture: User Behaviour
Up to5 Million Links…http://cemper.co/cx13f
Risk Managementwithhttp://www.linkdetox.com/risk/
BECOME A LRTSUPERSTARBusiness card = Chancefor classroom training5 x 1-classroom training in Viennahttp://cemper.co/lrta
SOURCES• IF penalty: http://cemper.co/cx13a• IF 101: http://cemper.co/cx13b• SEL: http://cemper.co/cx13c• SEL link network...
THANK YOU!QUESTIONS?GET IN TOUCHchristoph@cemper.com@cemperhttp://www.cemper.com/http://www.LinkResearchTools.com
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
Links & Risk Management at IONsearch 2013
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Links & Risk Management at IONsearch 2013

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My presentation about risk management for links at IONsearch 2013.

If you saw Interflora tank and don’t think that a couple poorly set-up paid advertorials were the reason, then this session is for you. The SEO game has changed rapidly with Penguin and so has link-building and SEO (hopefully also your’s). You don’t want to be the next Interflora and so your mindset and goal setting has to change from a “price per link” to a risk vs. reward scheme. This session gives examples, thoughts and methods for a more sustainable link building than you did in the past.

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Links & Risk Management at IONsearch 2013

  1. 1. LINKS & RISK MANAGEMENTC H R I S T O P H C . C E M P E R
  2. 2. ABOUTCHRISTOPH C. CEMPER- SEO- LRT- Daddy 
  3. 3. ABOUT CEMPER.COM- 10 Years Experience in Link Building and SEO- Link Research Tools- Link Detox- Talking about Risk of Links since 2011
  4. 4. A LOOK BACK TO 2012JUST 1 SLIDE
  5. 5. 2012YEAR OF THE PENGUINS
  6. 6. INTERACTIONNOW FOR SOME…
  7. 7. WHO WAS HIT BY GOOGLE PENGUIN?
  8. 8. AREN‘T WE ALL JUST A BIT …FACING THE FACTS IS THE FIRST STEP…
  9. 9. UNNATURAL?
  10. 10. LET‘S JUST SEARCH FOR SOMETHE ONLY WAY TO RECOVERY
  11. 11. BAD LINKS !• Link Detox• Removal Outreach• Google Disavow• Round-Trip Disavow• and REMOVAL!
  12. 12. WHO CLEANED UPALREADY?
  13. 13. THAT‘S THE PRICE…
  14. 14. FOR THE PAST DIRTYPRACTICES IN SEO
  15. 15. THESE TIMES ARE OVER NOW…„MAYBEWON’T HELP,BUT WON‘T HARM"
  16. 16. CHEAPER CHEAPERCHEAPERCHEAPERCHEAPERCHEAPERCHEAPERCHEAPERCHEAPER
  17. 17. „AWESOME“ ADS
  18. 18. „HIGH PR“ BLOG POSTS
  19. 19. PROFILE LINKSROSES ROSES ROSES ROSES ROSES AND…
  20. 20. „STRONG“ BLOG LINKS
  21. 21. YUK!
  22. 22. OMG! ARE THOSEOLD SEO TACTICSARE STILLBEINGUSED?
  23. 23. WHAT‘S UNNATURAL…• Ask Donna…• Donna Versace
  24. 24. EVERYBODY DOES THAT…
  25. 25. AND THEN…
  26. 26. WHO‘S SURPRISED?
  27. 27. WHO‘S SURPRISED?
  28. 28. OLD SEO JUNK
  29. 29. DIRECTORIES FOR $
  30. 30. THIS IS APENGUIN-PENALTY
  31. 31. OR THIS
  32. 32. VERY OLDNOGOS IN LINKBUILDING
  33. 33. MATT CUTTS HAS MORE
  34. 34. PENGUIN 4 IS COMING… will be significant and one ofthe most talked about Googlealgorithm updates this year.SXSW 03/13
  35. 35. LINK NETWORK PUNISHMENT
  36. 36. RETHINK NOW!TIME TO CHANGE YOUR MINDSET
  37. 37. PAST: PRICE PER LINK!Price per Link Price per Link Priceper Link Price per Link Price perLink Price per Link Price per Linkpro Link 11 Cent… COME ON!
  38. 38. NOW: RISK PER LINK!• How• Might• Your• Links• Harm• YOU?
  39. 39. RISK MANAGEMENT FOR LINKS
  40. 40. DIVERSIFICATION?• Distribution to many agencies?• „Spread the risk “• =Diversification of responsibility?• Who controls, checks, approves?• Need for centralized control & reviews
  41. 41. LEGACY-ISSUES• PRECAUTIONARY Review – not only at 70%• Disavow• Removal• Prepare Outreach
  42. 42. EMERGENCY-PLAN• Prepare Outreach• Link Seller Contact List• Link Trader Contact List• „Warm Up“ – do they still exist?
  43. 43. REGULAR REVIEW• Regular Review for Link Detox Risk• New awareness unlike 12 mo ago• Classify your links by risk types• Classify your links by risk probability
  44. 44. TECHNICALRISK• Networks• PR Punishment• IDX Punishment• etc… DTOX Rules…• ALGO FILTER
  45. 45. POLITICALRISK• DO NOT Make Google look stupid!• Be a Good Merchant!• Competitors = Denunciators?• MANUAL PENALTY!
  46. 46. RISK PROBABILITYIncreases …• When technical rules have been broken• With link strength• When your link profile is unnatural(competitors!)• When making Matt look stupid• …
  47. 47. LINK DETOX RISK
  48. 48. LINK DETOX RISK
  49. 49. HEALTHY LINKSOF YOUR COMPETITORS• Link Detox for competitors• „Healthy Links“ as prospects• Collect first…
  50. 50. RISK-CHECKBETTER TO BE SAFE ...THAN SORRY
  51. 51. WHY CHECK LINKS?A LINK IS A LINK?
  52. 52. A LINK COULD BE…1. OK for a domain2. Suspicious for other domains3. „the icing on the cake“
  53. 53. CHECKLIST• Is the link technically OK?• Can I show the link to Matt Cutts?• Can I show the link to <my competitor>?• Am I able to remove the link?• Am I practicing safe SEO in general?
  54. 54. KILLERPHRASES
  55. 55. LEARN FAST…Anyone who stops learning is old, whether attwenty or eighty. Anyone who keeps learningstays young.The greatest thing in life is to keep your mind young.Henry Ford I.,American industrialist,1863 - 1947
  56. 56. WHAT‘S NEXT?FORECAST
  57. 57. BADMERCHANTSmerchants, restaurants with „bad reputation “will be punished… we dont want low qualityexperience merchants to be rankingin the search results.SXSW 03/13
  58. 58. „BAD ANCHORS“• Since 2008 – Google Safesearch Bowling• New „Negative SEO“-wave?
  59. 59. „TRAFFIC LINKS “• Links with Clicks/Traffic = OK• Links „without“ Traffic = null or negative⇒Big Picture: User Behaviour
  60. 60. Up to5 Million Links…http://cemper.co/cx13f
  61. 61. Risk Managementwithhttp://www.linkdetox.com/risk/
  62. 62. BECOME A LRTSUPERSTARBusiness card = Chancefor classroom training5 x 1-classroom training in Viennahttp://cemper.co/lrta
  63. 63. SOURCES• IF penalty: http://cemper.co/cx13a• IF 101: http://cemper.co/cx13b• SEL: http://cemper.co/cx13c• SEL link networks: http://cemper.co/cx13e• 5 M Detox: http://cemper.co/cx13f• Link Detox Risk:http://www.linkdetox.com/risk/
  64. 64. THANK YOU!QUESTIONS?GET IN TOUCHchristoph@cemper.com@cemperhttp://www.cemper.com/http://www.LinkResearchTools.com
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