SMX Advanced 2014
25 Link Acquisition & Auditing Issues For The
Advanced SEO
Link Penalties and Clean Ups
#smx #14A
Who Am I?
12 years of in-house online marketing
SEO, Social, and Content
2 years publisher/affiliate marketing
(BlackFrida...
Link Penalties
Manual vs. Algorithmic
Vs
Link Penalties
Messages
Link Penalties
Messages
Link Penalties
Messages
Link Penalties
Messages
Link Penalties
Diagnosing Algorithmic Penalties
Link Penalties
Diagnosing Algorithmic Penalties
Link Penalties
Diagnosing Algorithmic Penalties
http://moz.com/google-algorithm-change
Link Penalties
Diagnosing Algorithmic Penalties
http://www.barracuda-digital.co.uk/panguin-tool/
Link Penalties
Diagnosing Algorithmic Penalties
Recovering from Penalties
Recovering from Penalties
Recovering from Penalties
Link Building History
Blog Networks
Link Rings
Reciprocal Links
Tons of blog commenting (esp...
Recovering from Penalties
Link Building History
Article marketing
Tons of press releases no one cares about
Paid links
...
Google Webmaster Tools
Google Webmaster Tools
Recovering from Penalties
Sort and Clean your links
Evaluating Your Links
Manual vs. Automated
Vs
LinkResearchTools Link Detox Tool
Evaluating Your Links
Tools to Use
LinkResearchTools Link Detox Tool
Evaluating Your Links
Tools to Use
Link Research Tools - https://www.linkresearchtools.com
 Sample Spreadsheet
Evaluating Your Links
Other popular services (I have not used)
Rmoov
Remove’em
Link Delete
Evaluating Your Links
Tools to Use
Photo Credit: https://www.flickr.com/photos/flamephoenix1991/
Cleaning Up Your Links
Cleaning Up Your Links
How to plan / do outreach to sites
Find contact info
Manually
Outsource (Odesk, etc.)
Scrape (S...
Cleaning Up Your Links
Automating your outreach
Cleaning Up Your Links
Automating your outreach
Cleaning Up Your Links
Automating your outreach
Cleaning Up Your Links
Automating your outreach
Cleaning Up Your Links
Automating your outreach
Cleaning Up Your Links
If you just can’t wait…
 Just submit your disavow manually or via a tool like LRT
Try Link Detox ...
Submitting Your Disavow
Request
How to format and submit
What to Expect
How will you know if the request was successful?
Set realistic client/manager expectations for traffic re...
What you can do while you
wait
Attract “good” links
Change your ratios
Take Aways
1. Manual and algorithmic penalties get cleaned up the same way you
just don’t get the same feedback from Googl...
Thank You!
Rob Woods
rob@robwoods.org
Twitter: @robdwoods
Skype: rob.d.woods
604.374.5312
Resources
Quick links to stuff mentioned above:
Moz Algo Updates http://moz.com/google-algorithm-change
Panguin Tool htt...
Resources
Quick links to stuff mentioned above:
How to de-dupe Excel spreadsheet rows
http://office.microsoft.com/en-gb/e...
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25 link acquisition & auditing issues for the advanced seo SMX Advanced 2014

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How to evaluate your links and clean up back links in the most effective and efficient way following a Penguin penalty.

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  • The difference between a manual action and an algorithmic action
    What kind of error messages you see with manual actions
  • GA, Panguin (mashup of GA and Moz update data)

  • GA and plot updates against your organic traffic


  • Get that update info from Moz


  • Panguin (mashup of GA and Moz update data)

  • One dead giveaway to Google on the quality and naturalness of your link profile is your anchor text. For a link profile that has been built organically through naturally promoting your business (Google’s ideal scenario) most of the links pointing to your site will be “branded” links. These are links which are generally some version of your brand or your domain. A small portion might be “money” keywords which are the keyword you really want to rank for such as your products or product categories.
  • Use every source you can find to mine your backlinks
  • I use all of these sources combined to mine back link data plus I gather as much history of past back linking activities as possible
  • Depending on if you are walking into a new situation you may not be able to get this info… Get it if you can. Always ask “link builders” to document links gained (though there are few link builders I would use if they are using any automated or easy manual methods).
  • When you do grab links from Google webmaster tools make sure you are not just grabbing the list of “who links the most”…
  • … Click the download more sample links list to get a much more complete list of the exact URLs which Google is tracking as linking to your site
  • OK, after you have assembled your massive list of all the links you have pointing to your site you want to remove any duplicates. I finally found a super easy way to do this in Excel and I can’ believe I did this stuff manually for years (or paid someone to do it). After above manually highlight the whole list and copy/paste to another location.
  • Talk about automated vs. manual review. Tools are only so good. I recommend a hybrid of both methods. You need to go through each and every link, and yes that may mean 1000s of links, to judge for yourself if the risk rating is accurate. Why? You simply can’t trust an algorithm, no matter how good it is, to accurately assess the quality of websites (no, that’s not a thinly veiled shot at the Goog). If you haven’t been around SEO for a long time you may not know a good link from a bad at a glance and it’s going to end up taking you forever to assess the links.
  • I prefer here to export the whole list to a .csv and then set some conditional formatting on the “Risk” column to call out the Moderate, High, Very High, and Deadly Risk. I also add fields to the sheet for tracking my evaluation of the accuracy of the risk rating, when I contacted the webmaster for both a first and second time and what action they took. I’ve attached an example of the template I use, complete with formatting. You can flag which links you want to clean up in the interface. Filter by type, string in the domain, string in the anchor text.
  • These may be perfectly good services but I have never personally used them.
  • Your brain (or the brain of a really good SEO). An experienced SEO can usually tell at a glance whether a link is “good” or not. Links are hard enough to get as it is and you certainly don’t want to be disavowing one you should be keeping nor should you be keeping when you should be disavowing. Automated tools are a great labor saver but someone still needs to look at each and every link. If not you’re basically playing Russian roulette with your link equity.
  • You have to get rid of some of the crap… Remove, don’t just disavow
    I believe that Google does actually check if you have less links upon the review than you did previously. Unfortunately Google wants to make link disavowal a painful process. Are they doing this because they are mean and petty? Well, no. I get this question a lot and unfortunately the answer is, spammers. If Google made it easy to build tons of crappy links to see if they work to rank a site, and if not, just disavow them and start fresh, spammers would have a field day testing to find the loopholes in Google’s link quality rating. To help prevent that, they make it slow and painful to remove links and they throw in a few curves just to make sure you actually do the work.
  • You are going to need to contact every single one you can find contact info for and ask (or beg) for the link to be removed. How do you do this? There are a few options: you can manually go to every site and look around for contact info, check the WHOIS info, etc. to find the info if it’s available, or hire a good contractor on a site like ODesk to do this manual work for you, or you can automate. As much as the software Scrapebox has been used for a lot of spammy purposes it’s actually pretty good (and I think a legitimate use) to use it to harvest email addresses for domains. Usually this is used to spam websites in a particular vertical but you can dump your list of domains in and have Scrapebox scrape all those sites for contact emails.
  • I recommend PitchBox, for no other reason than I find it works. Disclaimer: I did get a free 3 month membership but now pay at the $299 level out of my own pocket.
  • I recommend PitchBox, for no other reason than I find it works. Disclaimer: I did get a free 3 month membership but now pay at the $299 level out of my own pocket.
  • Upload your links from Link Research tools or as a CSV and Pitchbox will crawl the sites looking for contact info.
  • You then inspect/approve the emails and add them to your list for outreach. You build ad schedule email outreach and flag each opportunity as won/lost. Some sites ask for payment but I never pay unless I’m have no luck getting links removed.

    Pitchbox then creates the actual disavow for you adding comments for all the dates, contact/no contact, etc. in the correct format.
  • You then inspect/approve the emails and add them to your list for outreach. You build ad schedule email outreach and flag each opportunity as won/lost. Some sites ask for payment but I never pay unless I’m have no luck getting links removed.

    Pitchbox then creates the actual disavow for you adding comments for all the dates, contact/no contact, etc. in the correct format.
  • Mention tools which skip the outreach process like LRT or that you can simply submit your disavow as he is without doing the work but I wouldn’t recommend it. This works better with a manual link penalty where you’re more likely to get feedback in the short term (the last one I did I got feedback within 9 days).
  • Make sure that you have inspected all the domain vs. URL disavow requests. One I had someone work on almost disavowed all links from yahoo.com

    Make sure no domains end in a /. It’s not really in the documentation and when the upload fails it doesn’t really tell you why, just what line caused the failure.
  • Use BD example of taking more than one round after a partial match update

    We had to disavow 99% of their links. It’s going to be very difficult to detect a recovery and even if the disavow is accepted traffic is not going to recover until they attract new links
  • Attract good links as penalties are believed to be based on the ratio of good to bad. Also, with a successful disavow you are still not gaining back any equity that you lost, just removing a penalty. Refer back to Kaila’s presentation on telling a good link from bad. Refer to Kaila’s & Prashant’s presos on earning good links.
  • 25 link acquisition & auditing issues for the advanced seo SMX Advanced 2014

    1. 1. SMX Advanced 2014 25 Link Acquisition & Auditing Issues For The Advanced SEO Link Penalties and Clean Ups #smx #14A
    2. 2. Who Am I? 12 years of in-house online marketing SEO, Social, and Content 2 years publisher/affiliate marketing (BlackFriday.com) Run my own consulting business (4 years)
    3. 3. Link Penalties Manual vs. Algorithmic Vs
    4. 4. Link Penalties Messages
    5. 5. Link Penalties Messages
    6. 6. Link Penalties Messages
    7. 7. Link Penalties Messages
    8. 8. Link Penalties Diagnosing Algorithmic Penalties
    9. 9. Link Penalties Diagnosing Algorithmic Penalties
    10. 10. Link Penalties Diagnosing Algorithmic Penalties http://moz.com/google-algorithm-change
    11. 11. Link Penalties Diagnosing Algorithmic Penalties http://www.barracuda-digital.co.uk/panguin-tool/
    12. 12. Link Penalties Diagnosing Algorithmic Penalties
    13. 13. Recovering from Penalties
    14. 14. Recovering from Penalties
    15. 15. Recovering from Penalties Link Building History Blog Networks Link Rings Reciprocal Links Tons of blog commenting (especially on unrelated blogs) Guest Blogging on unrelated sites Building many links with exact keyword anchor text
    16. 16. Recovering from Penalties Link Building History Article marketing Tons of press releases no one cares about Paid links Lots of low quality web directory submissions Forum spam Sitewide footer or blogroll links Widgets/Counters/Countdowns
    17. 17. Google Webmaster Tools
    18. 18. Google Webmaster Tools
    19. 19. Recovering from Penalties Sort and Clean your links
    20. 20. Evaluating Your Links Manual vs. Automated Vs
    21. 21. LinkResearchTools Link Detox Tool Evaluating Your Links Tools to Use LinkResearchTools Link Detox Tool
    22. 22. Evaluating Your Links Tools to Use Link Research Tools - https://www.linkresearchtools.com  Sample Spreadsheet
    23. 23. Evaluating Your Links Other popular services (I have not used) Rmoov Remove’em Link Delete
    24. 24. Evaluating Your Links Tools to Use Photo Credit: https://www.flickr.com/photos/flamephoenix1991/
    25. 25. Cleaning Up Your Links
    26. 26. Cleaning Up Your Links How to plan / do outreach to sites Find contact info Manually Outsource (Odesk, etc.) Scrape (Scrapebox or equivalent) Outreach Personalized emails including site name and URL At least two rounds of emails Record results of each round
    27. 27. Cleaning Up Your Links Automating your outreach
    28. 28. Cleaning Up Your Links Automating your outreach
    29. 29. Cleaning Up Your Links Automating your outreach
    30. 30. Cleaning Up Your Links Automating your outreach
    31. 31. Cleaning Up Your Links Automating your outreach
    32. 32. Cleaning Up Your Links If you just can’t wait…  Just submit your disavow manually or via a tool like LRT Try Link Detox Boost (claims not tested) http://www.linkdetox.com/boost/ Works better with manual actions
    33. 33. Submitting Your Disavow Request How to format and submit
    34. 34. What to Expect How will you know if the request was successful? Set realistic client/manager expectations for traffic recovery and timelines It may take more than one round
    35. 35. What you can do while you wait Attract “good” links Change your ratios
    36. 36. Take Aways 1. Manual and algorithmic penalties get cleaned up the same way you just don’t get the same feedback from Google 2. Find ALL your links! 3. Evaluate automatically (LRT) but review manually 4. Automate cleaning up the links and the outreach (Pitchbox) 5. Make sure your disavow file is formatted right 6. Expect the process to be a p.i.t.a 7. Be proactive, don’t just wait for the disavow
    37. 37. Thank You! Rob Woods rob@robwoods.org Twitter: @robdwoods Skype: rob.d.woods 604.374.5312
    38. 38. Resources Quick links to stuff mentioned above: Moz Algo Updates http://moz.com/google-algorithm-change Panguin Tool http://www.barracuda-digital.co.uk/panguin-tool/ Open Site Explorer http://www.opensiteexplorer.org/ Majestic SEO http://www.majesticseo.com/ Arefs https://ahrefs.com/ GWT https://www.google.com/webmasters/tools
    39. 39. Resources Quick links to stuff mentioned above: How to de-dupe Excel spreadsheet rows http://office.microsoft.com/en-gb/excel-help/delete-duplicate-rows- from-a-list-in-excel-HA001034626.aspx Sample formatted CSV from LinkResearchTools http://robwoods.org/?attachment_id=418 Odesk https://www.odesk.com/ Scrapebox http://www.scrapebox.com/ LinkResearchTools Backlink Profile Report http://www.linkresearchtools.com/tools/blp/ LinkResearchTools Link Detox http://www.linkresearchtools.com/tools/dtox/ Pitchbox http://pitchbox.com/
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