Links & Risk Management at IONsearch 2013

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My presentation about risk management for links at IONsearch 2013. …

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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  • 1. LINKS & RISK MANAGEMENTC H R I S T O P H C . C E M P E R
  • 2. ABOUTCHRISTOPH C. CEMPER- SEO- LRT- Daddy 
  • 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. A LOOK BACK TO 2012JUST 1 SLIDE
  • 5. 2012YEAR OF THE PENGUINS
  • 6. INTERACTIONNOW FOR SOME…
  • 7. WHO WAS HIT BY GOOGLE PENGUIN?
  • 8. AREN‘T WE ALL JUST A BIT …FACING THE FACTS IS THE FIRST STEP…
  • 9. UNNATURAL?
  • 10. LET‘S JUST SEARCH FOR SOMETHE ONLY WAY TO RECOVERY
  • 11. BAD LINKS !• Link Detox• Removal Outreach• Google Disavow• Round-Trip Disavow• and REMOVAL!
  • 12. WHO CLEANED UPALREADY?
  • 13. THAT‘S THE PRICE…
  • 14. FOR THE PAST DIRTYPRACTICES IN SEO
  • 15. THESE TIMES ARE OVER NOW…„MAYBEWON’T HELP,BUT WON‘T HARM"
  • 16. CHEAPER CHEAPERCHEAPERCHEAPERCHEAPERCHEAPERCHEAPERCHEAPERCHEAPER
  • 17. „AWESOME“ ADS
  • 18. „HIGH PR“ BLOG POSTS
  • 19. PROFILE LINKSROSES ROSES ROSES ROSES ROSES AND…
  • 20. „STRONG“ BLOG LINKS
  • 21. YUK!
  • 22. OMG! ARE THOSEOLD SEO TACTICSARE STILLBEINGUSED?
  • 23. WHAT‘S UNNATURAL…• Ask Donna…• Donna Versace
  • 24. EVERYBODY DOES THAT…
  • 25. AND THEN…
  • 26. WHO‘S SURPRISED?
  • 27. WHO‘S SURPRISED?
  • 28. OLD SEO JUNK
  • 29. DIRECTORIES FOR $
  • 30. THIS IS APENGUIN-PENALTY
  • 31. OR THIS
  • 32. VERY OLDNOGOS IN LINKBUILDING
  • 33. MATT CUTTS HAS MORE
  • 34. PENGUIN 4 IS COMING… will be significant and one ofthe most talked about Googlealgorithm updates this year.SXSW 03/13
  • 35. LINK NETWORK PUNISHMENT
  • 36. RETHINK NOW!TIME TO CHANGE YOUR MINDSET
  • 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. NOW: RISK PER LINK!• How• Might• Your• Links• Harm• YOU?
  • 39. RISK MANAGEMENT FOR LINKS
  • 40. DIVERSIFICATION?• Distribution to many agencies?• „Spread the risk “• =Diversification of responsibility?• Who controls, checks, approves?• Need for centralized control & reviews
  • 41. LEGACY-ISSUES• PRECAUTIONARY Review – not only at 70%• Disavow• Removal• Prepare Outreach
  • 42. EMERGENCY-PLAN• Prepare Outreach• Link Seller Contact List• Link Trader Contact List• „Warm Up“ – do they still exist?
  • 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. TECHNICALRISK• Networks• PR Punishment• IDX Punishment• etc… DTOX Rules…• ALGO FILTER
  • 45. POLITICALRISK• DO NOT Make Google look stupid!• Be a Good Merchant!• Competitors = Denunciators?• MANUAL PENALTY!
  • 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. LINK DETOX RISK
  • 48. LINK DETOX RISK
  • 49. HEALTHY LINKSOF YOUR COMPETITORS• Link Detox for competitors• „Healthy Links“ as prospects• Collect first…
  • 50. RISK-CHECKBETTER TO BE SAFE ...THAN SORRY
  • 51. WHY CHECK LINKS?A LINK IS A LINK?
  • 52. A LINK COULD BE…1. OK for a domain2. Suspicious for other domains3. „the icing on the cake“
  • 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. KILLERPHRASES
  • 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. WHAT‘S NEXT?FORECAST
  • 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. „BAD ANCHORS“• Since 2008 – Google Safesearch Bowling• New „Negative SEO“-wave?
  • 59. „TRAFFIC LINKS “• Links with Clicks/Traffic = OK• Links „without“ Traffic = null or negative⇒Big Picture: User Behaviour
  • 60. Up to5 Million Links…http://cemper.co/cx13f
  • 61. Risk Managementwithhttp://www.linkdetox.com/risk/
  • 62. BECOME A LRTSUPERSTARBusiness card = Chancefor classroom training5 x 1-classroom training in Viennahttp://cemper.co/lrta
  • 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. THANK YOU!QUESTIONS?GET IN TOUCHchristoph@cemper.com@cemperhttp://www.cemper.com/http://www.LinkResearchTools.com