SphinnCon Israel 2008


Published on

Branko's presentation featured at the SEO Panel at SphinnCon Israel 2008

Published in: Technology, Design
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

SphinnCon Israel 2008

  1. 1. SEO Panel Paid Links and Penalties Branko Rihtman Tens Technology Ltd. SEO-Scientist.com
  2. 2. Outline <ul><li>Importance of links in Google Algo </li></ul><ul><li>Paid Link Penalties </li></ul><ul><li>The Controversy </li></ul><ul><li>Linking in 2008 </li></ul>
  3. 3. Links in Google’s eyes Academic roots (citations) One link – one vote Page Rank Algorithm “ The citation (link) graph of the web is an important resource that has largely gone unused in existing web search engines. We have created maps containing as many as 518 million of these hyperlinks, a significant sample of the total.... Academic citation literature has been applied to the web, largely by counting citations or back links to a given page . This gives some approximation of a page's importance or quality. ” From “ The Anatomy of a Large-Scale Hypertextual Web Search Engine”, Sergey Brin and Lawrence Page http://www-db.stanford.edu/~backrub/google.html
  4. 4. Matt doesn’t like paid links
  5. 5. Google penalizes paid linking schemes <ul><li>SERP penalties (-30, -90, -950, - everything) </li></ul><ul><li>Toolbar PR reduction </li></ul><ul><li>Link juice passing termination (INVISIBLE) </li></ul><ul><li>Majority of Penalties – Manual (sponsored links report form) </li></ul>
  6. 6. F ear U ncertainty D oubt
  7. 7. Gamma Knife is not something Matt would like to see in the [radiosurgery] SERP
  8. 8. Oh… Wait a second. Isn’t that…. ?
  9. 9. Oh those [radiosurgery] SERPs are contaminated. Let’s look for something else. How about [brain tumor treatment] ? And who is here ?
  10. 11. Linking in 2008 <ul><li>Create valuable content </li></ul><ul><ul><li>Good blog posts + Social Media submission (Digg/StumbleUpon/Sphinn effect) </li></ul></ul><ul><ul><li>Interviews with industry leaders </li></ul></ul><ul><ul><li>“ How To” and “7 best” lists </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Link out to authority blogs to get the pings </li></ul></ul><ul><ul><li>“ Sculpt” your internal linking with “nofollow” </li></ul></ul>
  11. 12. <ul><ul><li>Utilize “unconventional” link properties </li></ul></ul><ul><ul><li>Relevant text surrounding </li></ul></ul><ul><ul><li>Relative position in document </li></ul></ul><ul><ul><li>Fresh link value </li></ul></ul>Linking in 2008 Experiment ! Experiment ! Experiment !
  12. 13. Linking in 2008 <ul><ul><li>Link purchasing (because it works!) </li></ul></ul><ul><ul><li>Mediator services (TLA) research – finding relevant sites (AdWords keyword tool, Yahoo/Ask related searches, Google sets) </li></ul></ul><ul><ul><li>Manual purchases: </li></ul></ul><ul><ul><ul><li>Finding industry authority sites (SEOElite backlink analysis report) </li></ul></ul></ul><ul><ul><ul><li>Data-mining Contextual Advertising Networks </li></ul></ul></ul>
  13. 14. Linking in 2008 <ul><li>Offline link acquirement </li></ul><ul><ul><li>Be active in your industry </li></ul></ul><ul><ul><li>Sponsor events (SphinnCon Israel) </li></ul></ul><ul><ul><li>Give lectures at local colleges, universities (.edu links) </li></ul></ul><ul><ul><li>Organize workshops, events. Invite bloggers. </li></ul></ul>
  14. 15. And if everything else fails… You can always buy a link from Google Google Checkout – PR 8
  15. 16. Google Mini & Appliances PR 5
  16. 17. Thank You !
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.