Links in 2013 How to spot the bad How to solve the problems
HOW TO SPOTA SHI**Y LINKBY PAUL MADDEN
HOW TO SPOTA SHITTY LINKBY PAUL MADDEN
What we will cover
Current state of link building
How to audit what you have
How to clean up and solve issues
Who is Paul Madden ?
SCALABLE PEOPLE POWER!OFFSHORE!
In 3 countries
The Provider of the LargestNumber of Links in the UK
BAD YEAR2012 AFor blatant SEO
PRE 1ST QUARTER OF 2012Throw as many linksas you daredSome counted somedid notIf you threw enough of theright stuff you won
Further Pressure PenguinUnnatural LinkWarningsDisavow Penalties all overthe place&
IS A PENALTY OR FILTERPENGUINAIMED AT SEO
TO DULL THE EFFECT OFDESIGNEDPeople Chasing the Algorithm
Google have sent anumber of waves ofunnatural linkwarningsThere is now a muchmore formalprocedure to get thepenalty removedThey are stillsending them
Timeline: Unnatural Link Warning You’re expected to clean up 2-‐3 weeks later Manual penalty applied
If you get a penalty…
WE ALL NOW FACETHE PROBLEM
Links are STILLthe Signal
THEY NEED USWE MAKE THE SIGNAL
THE MYTHOF NATURAL LINKS
ABOUT SHEEPA WARNING
Don’t follow what everyone else doesor you’ll be in the next ﬁlterGuest Posts Infographics
WHAT’S LEFT ?TYPES OF LINK
Infographics!Guest posts!Directories!Social Bookmarks!Paid in content !
TYPES OF LINK PROFILESTHERE ARE 2
YOU HAVE TO MANAGE EACH ONEEVERY LINK HAS RISK
Validate every link opportunity!Only buy link building services ifthe company can demonstratethat they know what risk is andhow they handle it!Be realistic in your link riskexposure !
Link Value DA – Higher is beSer CitaTon Flow – Higher is beSer Trust Flow – Higher is beSer Page Rank -‐ 0-‐10
Link equity / number of outbound links = Value passed
Quality raters Disavow Spam Team
10,000 Quality Raters
At least 4 other companies
40-‐50,000 Quality Raters
Who said is just a machine ?
WHAT WASOUR RESPONSE?
We needed to try understand what the link risk was of everylink we had placed or were going to place
Google have hiddenwhat they consider abad link wellTo rank you have tobuild, but you have tomanage the risk far more
MANAGING THE RISK OF LINK BUILDING1. 2. 3.Have someone audit yourlinks with experience Audit what you have Determine what is riskyand what to remove
Removing is almost as bad as notremoving! If you determine what the problemlinks are, out of every 100 links youidentify as bad Google probablyonly thinks 20 are bad! Removing all 100 is as bad foryour rankings as getting penalisedin some cases!
WHAT TO LOOK FOR!SIGNALS OF RISK!
far higher % of on anchor! higher % of sitewides! higher % of suspect cctld! more links that 40x or 50x!
What makes a linkproblematic?Reason forthe site!CommercialAnchors againand again!Poor link metrics(Majestic / Moz / PR)!No Social Activityon a site (Twitter /Facebook)!BannedWords!Links to badplaces!No interactionon the site!WrongCCltd!
PROPENSITY 4 DISAVOW
OR EVERY SUSPECT ONELOOK AT EVERY LINK
Submit your URL
LinkRisk scores each link
Divide your links up: -‐ Links to remove Links to disavow Links to keep
Risk is obvious in the anchor text distribution!
700+ beta signups in the queue in 72 hours 3 free entries to you
WHAT TO DO IF YOUGET CAUGHT?!
3 Main Risks:Penguin Link Devaluation Link Warnings
If you’ve been penguined
AND WAIT FOR GOOGLE!REBALANCE!
If links are devaluing
If you get a manual penalty
Manual Penalty: Link audit and clean-up! Link removal attempts(keep records)! Disavow the links thatyou cannot remove !
FOR EVERY LINKYOU REMOVEYou have to consider whatyou might have to add & how
Disavow Deﬁni&on: I’ve been a bad boy
# example.com removed most links, but missed these hSp://spam.example.com/stuﬀ/comments.html hSp://spam.example.com/stuﬀ/paid-‐links.html # Contacted owner of shadyseo.com on 7/1/2012 to # ask for link removal but got no response domain:shadyseo.com
www is not the same as non www to Google disavow
Most people disavow the whole domain
That is an important fact Its probably why many sites are slowly dropping in ranking
UTF-‐8 .txt Or they will ignore it
Some poor links can take months to get cached again, if they ever do
REINCLUSION REQUESTIF YOU AREN’T SUCCESSFUL TRY AGAIN