HOW TO SPOT
BAD LINKS
BY GARETH HOYLE
WHO IS GARETH
HOYLE?
Not a content marketer
@search_magician
One of the largest link
providers in the UK
BAD YEARS
2012-2013
For blatant SEO
Some counted some
did not
PRE 1ST QUARTER OF 2012
If you threw enough of the
right stuff you won
Throw as many links
as yo...
WHAT CHANGED?
IS A PENALTY OR FILTER
PENGUIN
AIMED AT LINKS
TO DULL THE EFFECT OF
DESIGNED
People Chasing the Algorithm 	
  
PENALTIESLINK
PENALTIESLINK
Google have sent a
number of waves of
unnatural link
warnings
PENALTIESLINK
Google have sent a
number of waves of
unnatural link
warnings
There is now a much
more formal
procedure to g...
PENALTIESLINK
Google have sent a
number of waves of
unnatural link
warnings
There is now a much
more formal
procedure to g...
WE ALL NOW FACE
THE PROBLEM
Links are STILL
the Signal
THE MYTHOF NATURAL LINKS
THEY NEED US
WE ARE THE SIGNAL
ABOUT SHEEP
A WARNING
Don’t follow what everyone else does
or you’ll be in the next filter
Guest Posts Infographics
WHAT’S LEFT ?
TYPES OF LINK
PAID LINKS
GIFTS
ADVERTORIALS
YOU HAVE TO MANAGE EACH ONE
EVERY LINK HAS RISK
WHAT WAS
OUR RESPONSE?
We needed to try understand what the link risk was of every
link we had place or were going to place
Google have hidden
what they consider a
bad link well
To rank you have to
build, but you have to
manage the risk far more
MANAGING THE RISK OF LINK BUILDING
1. 2. 3.
Have someone audit your
links with experience 	
  
Audit what you have	
   Det...
WHAT TO LOOK FOR!
SIGNALS OF RISK!
Higher % of anchor text links!
Higher % of site wide links!
Higher % of suspect cctld!
What makes a link
problematic?
Reason for
the site!
Commercial
Anchors again
and again!
Poor link metrics
(Majestic / Moz ...
OR EVERY SUSPECT ONE
LOOK AT EVERY LINK
Risk is obvious in the anchor text distribution!
WHAT TO DO IF YOU
GET CAUGHT?!
3 Main Risks:
Penguin Link Devaluation Link Warnings
AND WAIT FOR GOOGLE!
REBALANCE!
WITH CAUTION!
REBUILD!
Manual Penalty
REMOVALS!
FOR EVERY LINK
YOU REMOVE
You have to consider what
you might have to add & how
WAIT!
REINCLUSION REQUEST
IF YOU AREN’T SUCCESSFUL TRY AGAIN	
  
KNOW WHEN YOU’RE
BEATEN
301’s
DON’T WORK AS WELL AS THEY DID
301’s
ASK THE CASINO AND FINANCE SPAMMERS
301’s
REDIRECTIONS
AND NEW DOMAINS
BEWARE WHAT PASSES…
SAY HELLO!
info@manuallinkbuilding.co.uk
@search_magician
uk.manuallinkbuilding.com
linkrisk.com
How to spot a bad link
How to spot a bad link
How to spot a bad link
How to spot a bad link
How to spot a bad link
How to spot a bad link
How to spot a bad link
How to spot a bad link
How to spot a bad link
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How to spot a bad link

  1. 1. HOW TO SPOT BAD LINKS BY GARETH HOYLE
  2. 2. WHO IS GARETH HOYLE? Not a content marketer @search_magician
  3. 3. One of the largest link providers in the UK
  4. 4. BAD YEARS 2012-2013 For blatant SEO
  5. 5. Some counted some did not PRE 1ST QUARTER OF 2012 If you threw enough of the right stuff you won Throw as many links as you dared
  6. 6. WHAT CHANGED?
  7. 7. IS A PENALTY OR FILTER PENGUIN AIMED AT LINKS
  8. 8. TO DULL THE EFFECT OF DESIGNED People Chasing the Algorithm  
  9. 9. PENALTIESLINK
  10. 10. PENALTIESLINK Google have sent a number of waves of unnatural link warnings
  11. 11. PENALTIESLINK Google have sent a number of waves of unnatural link warnings There is now a much more formal procedure to get the penalty removed
  12. 12. PENALTIESLINK Google have sent a number of waves of unnatural link warnings There is now a much more formal procedure to get the penalty removed They are still sending them
  13. 13. WE ALL NOW FACE THE PROBLEM
  14. 14. Links are STILL the Signal
  15. 15. THE MYTHOF NATURAL LINKS
  16. 16. THEY NEED US WE ARE THE SIGNAL
  17. 17. ABOUT SHEEP A WARNING
  18. 18. Don’t follow what everyone else does or you’ll be in the next filter Guest Posts Infographics
  19. 19. WHAT’S LEFT ? TYPES OF LINK
  20. 20. PAID LINKS
  21. 21. GIFTS
  22. 22. ADVERTORIALS
  23. 23. YOU HAVE TO MANAGE EACH ONE EVERY LINK HAS RISK
  24. 24. WHAT WAS OUR RESPONSE?
  25. 25. We needed to try understand what the link risk was of every link we had place or were going to place
  26. 26. Google have hidden what they consider a bad link well To rank you have to build, but you have to manage the risk far more
  27. 27. MANAGING THE RISK OF LINK BUILDING 1. 2. 3. Have someone audit your links with experience   Audit what you have   Determine what is risky and what to remove
  28. 28. WHAT TO LOOK FOR! SIGNALS OF RISK!
  29. 29. Higher % of anchor text links! Higher % of site wide links! Higher % of suspect cctld!
  30. 30. What makes a link problematic? Reason for the site! Commercial Anchors again and again! Poor link metrics (Majestic / Moz / PR)! No Social Activity on a site (Twitter / Facebook)! Banned Words! Links to bad places! No interaction on the site! Wrong CCtld!
  31. 31. OR EVERY SUSPECT ONE LOOK AT EVERY LINK
  32. 32. Risk is obvious in the anchor text distribution!
  33. 33. WHAT TO DO IF YOU GET CAUGHT?!
  34. 34. 3 Main Risks: Penguin Link Devaluation Link Warnings
  35. 35. AND WAIT FOR GOOGLE! REBALANCE!
  36. 36. WITH CAUTION! REBUILD!
  37. 37. Manual Penalty
  38. 38. REMOVALS!
  39. 39. FOR EVERY LINK YOU REMOVE You have to consider what you might have to add & how
  40. 40. WAIT!
  41. 41. REINCLUSION REQUEST IF YOU AREN’T SUCCESSFUL TRY AGAIN  
  42. 42. KNOW WHEN YOU’RE BEATEN
  43. 43. 301’s
  44. 44. DON’T WORK AS WELL AS THEY DID 301’s
  45. 45. ASK THE CASINO AND FINANCE SPAMMERS 301’s
  46. 46. REDIRECTIONS AND NEW DOMAINS BEWARE WHAT PASSES…
  47. 47. SAY HELLO! info@manuallinkbuilding.co.uk @search_magician uk.manuallinkbuilding.com linkrisk.com

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