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#SMX #32A @MeganGeiss
Megan Geiss, Director, Marketing Strategy, Merkle | RKG
LINK PRACTICES:
KEEPING YOU OUT
OF “JAIL”
#SMX #32A @MeganGeiss
§  Penguin or Manual Action
§  Penguin = Algorithmic Penalty
§  Manual action = Notification
§  ...
#SMX #32A @MeganGeiss
A significant drop in traffic and that is
not due to other site architectural or
crawling issues
HOW...
#SMX #32A @MeganGeiss
Penalty Rescue
Has Your Site Been Hit?
#SMX #32A @MeganGeiss
Gather all backlinks
Rank by quality
Analysis
Outreach for removal requests
Follow up
Disavow tool
R...
#SMX #32A @MeganGeiss
§  There are many sources:
§  Majestic SEO (fresh index)
§  GWT for representative sample of
Goog...
#SMX #32A @MeganGeiss
Caution:
§  Don’t use only one source
§  De-dupe the list
#SMX #32A @MeganGeiss
§  Majestic
§  Filter by Citation Flow
§  Rank by Trust Flow
§  Kerboo (formerly LinkRisk)
RANK ...
#SMX #32A @MeganGeiss
§  Analyze and evaluate the filtered master list.
§  Determine if a backlink or domain is outside ...
#SMX #32A @MeganGeiss
§  There are clear signals that will help in
determinations
§  Quality metrics
§  Referring Domai...
#SMX #32A @MeganGeiss
§  Majestic SEO
§  Comprehensive inventory of inbound links
§  Ahrefs
§  Deep dive into anchor t...
#SMX #32A @MeganGeiss
Analysis
Majestic SEO can
help determine
UNNATURAL
spikes in inbound
links
#SMX #32A @MeganGeiss
Analysis
Ahrefs can help see a combination of new vs. deleted links
#SMX #32A @MeganGeiss
And More Analysis…
Pivot table
anchor text data
to determine
ratio of referring
domains to links
#SMX #32A @MeganGeiss
…And More Analysis
Use Majestic SEO
to pinpoint geo-
location red flags
#SMX #32A @MeganGeiss
And More Analysis….
Highlight low
Citation and Trust
flow via Majestic
SEO
#SMX #32A @MeganGeiss
Even More Analysis….
Use MOZ’s Open
Site Explorer to
look at page level
link data
#SMX #32A @MeganGeiss
§  Gather contact information for the identified removal
targets
§  Minimum 2 outreach attempts
§...
#SMX #32A @MeganGeiss
Caution:
§  Webmasters are HUMAN
#SMX #32A @MeganGeiss
§  Typical removal request
responses:
§  Webmaster removes link
§  Webmaster removes link and
doe...
#SMX #32A @MeganGeiss
§  Create file in .txt – one URL per line
§  Disavow entire domains: “domain:example.com”
§  All ...
#SMX #32A @MeganGeiss
Caution:
§  Don’t overwrite previous disavow files
#SMX #32A @MeganGeiss
§  Tell the story…
§  Google is looking for the
following:
§  Admit the mistake
§  Website has s...
#SMX #32A @MeganGeiss
HAPPY ENDINGS
#SMX #32A @MeganGeiss
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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Link Practices Keeping You Out of Jail By Megan Geiss

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Link Auditing & Best Practices For Acquiring Authoritative Links. PRESENTATION: Link Practices: Keeping You Out of "Jail" - Given by Megan Geiss, @MeganGeiss, Director, Marketing Strategy - Merkle | RKG. #SMX #32A

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Link Practices Keeping You Out of Jail By Megan Geiss

  1. 1. #SMX #32A @MeganGeiss Megan Geiss, Director, Marketing Strategy, Merkle | RKG LINK PRACTICES: KEEPING YOU OUT OF “JAIL”
  2. 2. #SMX #32A @MeganGeiss §  Penguin or Manual Action §  Penguin = Algorithmic Penalty §  Manual action = Notification §  Do you need a penalty rescue? BACKGROUND
  3. 3. #SMX #32A @MeganGeiss A significant drop in traffic and that is not due to other site architectural or crawling issues HOW WILL YOU KNOW?
  4. 4. #SMX #32A @MeganGeiss Penalty Rescue Has Your Site Been Hit?
  5. 5. #SMX #32A @MeganGeiss Gather all backlinks Rank by quality Analysis Outreach for removal requests Follow up Disavow tool Reconsideration request PROCESS, PROCESS, PROCESS 1 2 3 4 5 6 7
  6. 6. #SMX #32A @MeganGeiss §  There are many sources: §  Majestic SEO (fresh index) §  GWT for representative sample of Google’s Index §  Open Site Explorer GATHER ALL THE BACKLINKS1
  7. 7. #SMX #32A @MeganGeiss Caution: §  Don’t use only one source §  De-dupe the list
  8. 8. #SMX #32A @MeganGeiss §  Majestic §  Filter by Citation Flow §  Rank by Trust Flow §  Kerboo (formerly LinkRisk) RANK BY QUALITY2 Bad Links Suspect links Neutral Links 44.5% 15.1% 31.4%
  9. 9. #SMX #32A @MeganGeiss §  Analyze and evaluate the filtered master list. §  Determine if a backlink or domain is outside of Google’s quality guidelines or falls within an identified link scheme. §  Manually review domains ANALYSIS3
  10. 10. #SMX #32A @MeganGeiss §  There are clear signals that will help in determinations §  Quality metrics §  Referring Domains §  C-blocks §  Anchor Text §  Geo-Location §  Sitewide Links §  Advertorials §  Relevancy What to Analyze:
  11. 11. #SMX #32A @MeganGeiss §  Majestic SEO §  Comprehensive inventory of inbound links §  Ahrefs §  Deep dive into anchor text analysis §  Moz Open Site Explorer §  Analyzing authority and trust of backlinks §  Google Webmaster Tools §  Sample data from Google’s index Tools for Analysis
  12. 12. #SMX #32A @MeganGeiss Analysis Majestic SEO can help determine UNNATURAL spikes in inbound links
  13. 13. #SMX #32A @MeganGeiss Analysis Ahrefs can help see a combination of new vs. deleted links
  14. 14. #SMX #32A @MeganGeiss And More Analysis… Pivot table anchor text data to determine ratio of referring domains to links
  15. 15. #SMX #32A @MeganGeiss …And More Analysis Use Majestic SEO to pinpoint geo- location red flags
  16. 16. #SMX #32A @MeganGeiss And More Analysis…. Highlight low Citation and Trust flow via Majestic SEO
  17. 17. #SMX #32A @MeganGeiss Even More Analysis…. Use MOZ’s Open Site Explorer to look at page level link data
  18. 18. #SMX #32A @MeganGeiss §  Gather contact information for the identified removal targets §  Minimum 2 outreach attempts §  Document all communication OUTREACH FOR REMOVAL4
  19. 19. #SMX #32A @MeganGeiss Caution: §  Webmasters are HUMAN
  20. 20. #SMX #32A @MeganGeiss §  Typical removal request responses: §  Webmaster removes link §  Webmaster removes link and doesn't tell you §  No response §  Webmaster requests payment to remove link FOLLOW UP5
  21. 21. #SMX #32A @MeganGeiss §  Create file in .txt – one URL per line §  Disavow entire domains: “domain:example.com” §  All lines beginning with # will be ignored §  Avoid common mistakes: §  Disavowing “just enough” to get by §  Disavowing everything DISAVOW TOOL6
  22. 22. #SMX #32A @MeganGeiss Caution: §  Don’t overwrite previous disavow files
  23. 23. #SMX #32A @MeganGeiss §  Tell the story… §  Google is looking for the following: §  Admit the mistake §  Website has stopped the violations §  Clean up is done §  A good faith assurance RECONSIDERATION REQUEST7
  24. 24. #SMX #32A @MeganGeiss HAPPY ENDINGS
  25. 25. #SMX #32A @MeganGeiss THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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