Penguin: The Cause, The Cure      And The Future
Hey, I’m Scott
I Drive Fast Beetles
Why?
Good For Users
Even Better For Users ;)
So What The Hell Happened?
#WTFCompany “A” Anchor Text
Something Dodgy Happened  Company “B” - Link Velocity
But These Are Not The Root Cause
Other Penalised Sites Killed You
WMT Link Warning V1     Oh Shit!!!!
Option 1 – Do Nothing
Option 2 - Pray to God
Option 3 Link Removal
What Do I Need to Remove Links?•   Backlink Analysis Tools (Majestic, SEOmoz etc..)•   A way to pull metrics (NPChecker)• ...
Finding The CrittersLook for:•   Sites with the same IP Address•   Sites that appear multiple times•   Sites with SEOmoz m...
Quick Tips For Outreach•   Automate to reduce time•   Personalise your emails•   Be nice to webmasters•   Explain exactly ...
An Email Like This Is Enough
WMT Link Warning V2     #WTF???
Questions So Far?
So Lets Get Some Great Links
But This Guy Is Always Watching   So What Should We Do?
Lets Get Natural
There Are A few Solutions• Ask bloggers to guest post on your clients blog• Become bloggers ourselves and gain authority• ...
But This Involves Lots of Hard Work
But You Will Get More In Return
Bloggers Guest Posting For Your ClientYou Get:• Free Content• Free Social Exposure  – Increased readership     • Chance of...
What About The Link?
Why Not Create Blogger Badges?
Finding Great Bloggers Is Easy
Follow These Steps1. Create a mind map and find your real   demographic2. Use tools such as FollowerWonk to find those   w...
Penguin Proofing Traditional Link Building•   Get links from your demographic•   Think about user value not SEO value•   C...
Questions?P.S Follow me on Twitter @Scott_McLay
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SEOProSco - Penguin: The Cause, The Cure & The Future

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  • Change screen grab based on a fuller
  • Change absolute to %age (may make it look scarier)
  • **** redfine “network shit”
  • SEOProSco - Penguin: The Cause, The Cure & The Future

    1. 1. Penguin: The Cause, The Cure And The Future
    2. 2. Hey, I’m Scott
    3. 3. I Drive Fast Beetles
    4. 4. Why?
    5. 5. Good For Users
    6. 6. Even Better For Users ;)
    7. 7. So What The Hell Happened?
    8. 8. #WTFCompany “A” Anchor Text
    9. 9. Something Dodgy Happened Company “B” - Link Velocity
    10. 10. But These Are Not The Root Cause
    11. 11. Other Penalised Sites Killed You
    12. 12. WMT Link Warning V1 Oh Shit!!!!
    13. 13. Option 1 – Do Nothing
    14. 14. Option 2 - Pray to God
    15. 15. Option 3 Link Removal
    16. 16. What Do I Need to Remove Links?• Backlink Analysis Tools (Majestic, SEOmoz etc..)• A way to pull metrics (NPChecker)• Mozilla Thunderbird – Great for bulk emailing• Excel Skills• Email Template• Time
    17. 17. Finding The CrittersLook for:• Sites with the same IP Address• Sites that appear multiple times• Sites with SEOmoz metrics but no TBPR• Sites linking with exact match Anchor Text• Low Quality Affiliate / Link Networks
    18. 18. Quick Tips For Outreach• Automate to reduce time• Personalise your emails• Be nice to webmasters• Explain exactly what you need done• Give reasons why it would benefit them/you• Explain the risks to their site• *Do NOT offer money*… yet
    19. 19. An Email Like This Is Enough
    20. 20. WMT Link Warning V2 #WTF???
    21. 21. Questions So Far?
    22. 22. So Lets Get Some Great Links
    23. 23. But This Guy Is Always Watching So What Should We Do?
    24. 24. Lets Get Natural
    25. 25. There Are A few Solutions• Ask bloggers to guest post on your clients blog• Become bloggers ourselves and gain authority• Employ bloggers to build links• Create static link bait
    26. 26. But This Involves Lots of Hard Work
    27. 27. But You Will Get More In Return
    28. 28. Bloggers Guest Posting For Your ClientYou Get:• Free Content• Free Social Exposure – Increased readership • Chance of conversions – Sends additional signals to Google• Google Authorship – Result appears at top friends searches – Likely Future Ranking Factor
    29. 29. What About The Link?
    30. 30. Why Not Create Blogger Badges?
    31. 31. Finding Great Bloggers Is Easy
    32. 32. Follow These Steps1. Create a mind map and find your real demographic2. Use tools such as FollowerWonk to find those with authority3. Pull metrics with NPChecker
    33. 33. Penguin Proofing Traditional Link Building• Get links from your demographic• Think about user value not SEO value• Create lasting relationships not 1 night stands• Get your links some social love• Think about future Google updates
    34. 34. Questions?P.S Follow me on Twitter @Scott_McLay
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