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How to Manage Link Risk In-House By Michael Nguyen

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Advanced Link Auditing & Best Practices For Acquiring Authoritative Links. PRESENTATION: How to Manage Link Risk In-House - Given by Michael Nguyen, @dyn4mik3 - Connexity / Shopzilla, Dr, SEO. #SMX #14A

Published in: Marketing

How to Manage Link Risk In-House By Michael Nguyen

  1. 1. #SMX #14A @dyn4mik3 Recovering from a Link Penalty and Preventing Future Issues How To Manage Link Risk In-House
  2. 2. #SMX #14A @dyn4mik3  Vice President, Search and Site  10+ Years in the Industry  Technical SEO  Large Sites About Me
  3. 3. #SMX #14A @dyn4mik3  Understanding Risks  Clean Up Process  Building a Link Management Platform Link Risk Management
  4. 4. #SMX #14A @dyn4mik3  Manual  Algorithmic  Traffic Loss  Opportunity Cost Penalties
  5. 5. #SMX #14A @dyn4mik3 PENALTIES SUCK
  6. 6. #SMX #14A @dyn4mik3 Link Penalty Case Study
  7. 7. #SMX #14A @dyn4mik3 But I Don’t Buy Links!
  8. 8. #SMX #14A @dyn4mik3  Halloween 2007  Manual Penalty  Weeks of Clean Up  Shutdown Paid Link Operation I’ve Been Down This Road Before
  9. 9. #SMX #14A @dyn4mik3  Identify that links are the problem  Rule out everything else So What Now?
  10. 10. #SMX #14A @dyn4mik3  Crawl entire site  Source every backlink possible  Compare pre/post periods  Rank monitoring to understand market shifts Audits
  11. 11. #SMX #14A @dyn4mik3  Megan gave us the game plan Audit Details
  12. 12. #SMX #14A @dyn4mik3 Crawling Tools
  13. 13. #SMX #14A @dyn4mik3  Malware / Spam  Outbound Links  Crawl Blocks Look for Huge Red Flags
  14. 14. #SMX #14A @dyn4mik3 What Was That?
  15. 15. #SMX #14A @dyn4mik3 Hey We “Earned” More Links Than Pinterest!
  16. 16. #SMX #14A @dyn4mik3  Webmaster Tools (Google / Bing)  3rd Party (Majestic / Moz / Ahrefs / Link Research Tools / Search Metrics / Link Dex)  Referral Logs Backlink Data Sources
  17. 17. #SMX #14A @dyn4mik3 Don’t Forget Latest Links
  18. 18. #SMX #14A @dyn4mik3  Audit Every Domain  Segment into Groups  Legit  Unsure  Spam Find Those Links
  19. 19. #SMX #14A @dyn4mik3 Types of Links Legit • Retailers • Sponsorships • PR • Biz Dev • Badge Program • Unsolicited • Reviews • Content Marketing Unsure • Syndication • API Integration • Scrapers / Aggregators • Snippets • Outreach Spam • Affiliates • Paid Links • Blog Posts • Mass Deep Links • Shady Redirects
  20. 20. #SMX #14A @dyn4mik3  Thousands of domains deep linking into our content with targeted anchor text  One single affiliate account What We Found
  21. 21. #SMX #14A @dyn4mik3 SERIOUSLY?
  22. 22. #SMX #14A @dyn4mik3  Source all links  Identify problematic links  Source contact information  Contact websites for link removal  Give them a reason Clean Up
  23. 23. #SMX #14A @dyn4mik3  Modify Outreach for Audience  Affiliates – Update Program TOS  Spammers – DMCA / Legal  Friendly – Phone  Controlled Domains – Urgent Dev Request Outreach and Remove
  24. 24. #SMX #14A @dyn4mik3  Manual penalty requires a show of good faith in order to be revoked. You Need to Remove Links
  25. 25. #SMX #14A @dyn4mik3 You Will Run Into Resistance
  26. 26. #SMX #14A @dyn4mik3 Legal Can Be Zealous
  27. 27. #SMX #14A @dyn4mik3  301 Redirect to New Domain  Tracking Parameters  New Domain  Robots.txt / No Index  IP Level Redirection / Content Manipulation Technical Solutions
  28. 28. #SMX #14A @dyn4mik3  Tracking Parameters  Subdomains  URL Shorteners Build Safeguards Into Links
  29. 29. #SMX #14A @dyn4mik3  Outline all types of links – good and bad  Point the blame at your best guess  Detail show of good faith  Link to examples / external data  Judge yourself realistically  Better to be aggressive in cutting Confess
  30. 30. #SMX #14A @dyn4mik3 Resolution
  31. 31. #SMX #14A @dyn4mik3 NOW THE REAL WORK
  32. 32. #SMX #14A @dyn4mik3 Lower Baseline
  33. 33. #SMX #14A @dyn4mik3  Cut domains that had value  Manual penalty is applied outside of the link values being passed  Anchor text value gone Reasons
  34. 34. #SMX #14A @dyn4mik3  Build the type of links that provide value  Listen to what Ruth has to say Rebuild
  35. 35. #SMX #14A @dyn4mik3 Rebuild Leads to Recovery
  36. 36. #SMX #14A @dyn4mik3 I NEVER WANT TO DO THAT AGAIN
  37. 37. #SMX #14A @dyn4mik3  Unique Tracking Parameters for Link Types  Silo Link Domains  Automated Link Monitoring  Classify Links into Groups  Email Outreach for Link Removals  Disavow for New Spam Proactive Link Management
  38. 38. #SMX #14A @dyn4mik3  Place tracking parameters on good links you influence:  Widgets  Biz Dev  Legal  Partnerships  Allows for quick:  Blocking  Redirecting Tracking Parameters - First Line of Defense
  39. 39. #SMX #14A @dyn4mik3 Tracking Parameter Options Link Badge Tracking Parameter 301 Redirect to Silo Domain 301 Redirect to Landing Page Biz Dev Tracking Parameter 301 Redirect to Landing Page
  40. 40. #SMX #14A @dyn4mik3  For link efforts with unknown quality, consider using a domain middleman:  New marketing agencies  Mini sites  Silo domain, redirect users to landing page through a blocked redirect URL  Allows for quick:  Domain protection  Redirect after quality is vetted Silo Unknown Links First
  41. 41. #SMX #14A @dyn4mik3 Silo Domain Options Link Affiliate Silo Domain Leave on Silo Domain New Marketing Effort Silo Domain Accrue Link Value 301 Redirect to Landing Page New Marketing Effort Silo Domain Accrue Link Value
  42. 42. #SMX #14A @dyn4mik3  Multiple sources  Aggregate data  Build rules from entire data set Automation – Sourcing Links
  43. 43. #SMX #14A @dyn4mik3  Crawl Links  Judge Relevancy and Value  Flag Domains w/ Too Many Bad Signals Automation – Classifying Links
  44. 44. #SMX #14A @dyn4mik3  Make it part of the process  Regularly supported product Automation – Link Monitoring
  45. 45. #SMX #14A @dyn4mik3  Understand changes in link graph  Data for improving operations Automation – Historical Data
  46. 46. #SMX #14A @dyn4mik3 Process Source Links Automated Classification WHOIS / ISP Lookup Email / DMCA / C&D Automate Take Down Monitoring Automate Disavow Creation SEO Operations Upload Disavow
  47. 47. #SMX #14A @dyn4mik3 Automated Disavow – 3 Day Penalty
  48. 48. #SMX #14A @dyn4mik3 THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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