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11 Things You Didn't Know About Links & Redirects

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The Penguin Update was probably the most famous and most important Google Update when it comes to links. But is that all? No! Google has also developed, but in the hectic everyday life, one may overlook important changes.

Learn things that are important for your SEO. Learn things that changed over time, where you may require a knowledge update or things that you never knew.

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11 Things You Didn't Know About Links & Redirects

  1. 1. 11 More Things You Didn‘t Know Links & Redirects @cemper
  2. 2. About Christoph C. Cemper Founder & CEO of SEO & Marketing since 2003 @cemper
  3. 3. Orange Jacket and SEO
  4. 4. The web is Content and Links 1
  5. 5. YOU CAN NOT NOT SEE IT. Or “switch off”.
  6. 6. Links still No#1 Ranking Factor March 2016 Andrey Lipattsev – Search Quality Senior Strategist at Google’s March 2016
  7. 7. Not All Redirects are equal 2
  8. 8. • http://www.linkresearchtools.com/case-studies/double-manual-google-penalty-success-302- redirects-harmful/
  9. 9. https://plus.google.com/+JohnMueller/posts/PY1xCWb eDVC
  10. 10. https://twitter.com/randfish/status/7580014829353410 56
  11. 11. We want to push rankings with Links und Redirects and not „Pass Page Rank“ That’s been the case forever
  12. 12. http://lrt.li/seotests SEO Tested statements Get them all here…
  13. 13. Different anchor text passing power via links from pages powered by redirects 3
  14. 14. Anchor text passing power of links powered by Redirects •Links from pages powered by ONLY a 301 , 302 and 307 •Start 3.2.2016 •Measure „anchor text passing power“ of outgoing links •Target page on authority domain
  15. 15. 301 power lost WAY too soon Blue = 301 powered source page March21-April 18 no rankings passed Orange curve = the target domain!
  16. 16. 302 powered ranking pretty consistently Blue = 302 powered source page Orange = the target page
  17. 17. 307 powered ranking… …oh my! Blue = 307 powered source page Orange = the target page
  18. 18. So how much Anchor Text Pushing Power should your Redirects have? Can you spot my favorite?
  19. 19. Summary „Anchor Text Passing“ from redirect powered pages •Only 302 passes pretty consistently •Site migrations via 301 might „die slowly“
  20. 20. Summary „Anchor Text Passing“ from redirect powered pages •Only 302 „survived“ switch of target domain from HTTP => HTTPS in July •Only 302 „survived“ switch of target page to a new product page (via 301) in August!
  21. 21. Summary „Anchor Text Passing“ from redirect powered pages •Looks like links „stop working“ if powered by 301 + 307 •Don‘t believe it. Test it yourself •Get my „Test Kit“.
  22. 22. http://lrt.li/seotests SEO DIY Test Kit Get the Test kit and test it yourself
  23. 23. Different anchor text passing power via links to redirects out 4
  24. 24. „Anchor Text Passing“ via outbound link redirects •Test 301 , 302 und 307 Links •Start 22.6. •3 target top authority domains •2 outbound links via redirects 301/302/307
  25. 25. MY TEST PAGE Anchor 1 Anchor 2 Anchor 3 Anchor 4 Anchor 5 Anchor 6
  26. 26. MY TEST PAGE Anchor 1 Anchor 2 Anchor 3 Anchor 4 Anchor 5 Anchor 6 DOMAIN 1 DOMAIN 2 DOMAIN 3
  27. 27. „Anchor Text Passing“ via 301 Redirect • Link#1 / Anchor#1 • ON Jun 23 (Ranking #1)-27 (4 days!) • OFF (NOT ranking at all) Jun 28 • ON/OFF Jul 12-Jul15 • ON/OFF Jul 22-Jul 26 • ON/OFF Aug 2-Aug 13 • Link#2 / Anchor#2 – only OFF • „Only first link counts“-idea
  28. 28. 301 passing partial and fluctuates • Yellow on #1 = it ranks, otherwise NOT ranking
  29. 29. „Anchor Text Passing“ via 302 Redirect • Link#1 / Anchor#1 • ON Jun 22 (Ranking #1, same day!) • OFF not yet, Aug 30 still #1 • Link#2 / Anchor#2 • ON Jun 23 (Ranking #1, next Day) • OFF not yet, Aug 13 still #1 • WOW.
  30. 30. 302 kicks in fast and stable • Blue = the linking source page • Orange = the linking target page
  31. 31. Ahhh – that‘s the way I Iike it! Thumbs Up to 302!
  32. 32. „Anchor Text Passing“ via 307 Redirects •Link#1 / Anchor#1 •ON Aug 7 (Ranking #1, 6,5 weeks delay) •Until Aug 13 •OFF Aug 17 ( “Rel-Canonicaled to a 301” ) •Link#2 / Anchor#2 •OFF
  33. 33. 307 takes LOOOONG 1st link ONLY • Blue = the linking source page • Purple on #1 = target page ranks, otherwise NOT
  34. 34. Summary „Anchor Text Passing“ via 301, 302, 307 ONLY the 302 is fast and helpful
  35. 35. Thoughts on Redirects What does this all mean?
  36. 36. Google tells us „Don‘t Worry“? •Google says: all redirects PASS PAGE RANK •Google does NOT say: all redirects are equal!
  37. 37. So it DOES MATTER Which Redirect you Use! Hell yeah. It aways has mattered.
  38. 38. BTW regarding Page Rank Can you guess the next slide?
  39. 39. Page Rank is DEAD Don‘t measure Links via PR 5
  40. 40. What to use instead.
  41. 41. LRT Power*Trust
  42. 42. How to read Power*Trust
  43. 43. Links have many criteria Not All Links Are Equal 6
  44. 44. NOT ALL LINKS ARE EQUAL!
  45. 45. LinkResearchTools (LRT) measures up to 97 criteria per link so you can
  46. 46. ASK FOR LINKING PAGES …
  47. 47. ASK FOR LINKING DOMAINS…
  48. 48. ASK FOR LINKS PER MONTH (Link Velocity Trends)
  49. 49. ASK FOR TYPE OF LINK (Follow, NoFollow, Redirects, Javascript, Frames, …)
  50. 50. ASK FOR LINK POWER
  51. 51. ASK FOR LINK TRUST
  52. 52. ASK FOR LINK RISK (Link Detox Risk)
  53. 53. ASK FOR LINK KEYWORD (commercial or branded anchor texts)
  54. 54. AND MANY MORE ASPECTS … for EACH LINK.
  55. 55. AND DIFFERENT WEIGHTS … for EACH INDUSTRY COUNTRY LANGUAGE KEYWORD
  56. 56. EXAMPLE: “1000 backlinks” A single domain linking out from 1.000 sub-pages IS NOT LIKE 1.000 domains linking to you from a single page Therefore: “Site-Wide Filter”
  57. 57. BUT How many linking PAGES and how many linking DOMAINS? and FOLLOW vs. NOFOLLOW? and POWER? TRUST? and LINK VELOCITY? BRAND VS. MONEY? ….
  58. 58. 307 Redirects are NOT a „LIE“ 7
  59. 59. https://plus.google.com/+JohnMueller/posts/E4PqAhRJB2V
  60. 60. s
  61. 61. Why does John Muller „forget“ server side 307?
  62. 62. 303 + RELCAN Loop? Why not says LinkedIn 8
  63. 63. Links and Redirects from a REL-Canonicaled Page 9 Do they work?
  64. 64. Count? Not count? How much?
  65. 65. Or TWO REL-Canonicals 10 Double? Half? Not?
  66. 66. Who ranks here?
  67. 67. http://lrt.li/seotests SEO Tested statements Get them all here…
  68. 68. LRT Link Redirect Trace Add-on
  69. 69. No Problem with PDF Dupe Content of PDFs 11 For Google that is.
  70. 70. No Problem for Google
  71. 71. And The Links? The Links The Rankings
  72. 72. The BEST LINKS Are the ones your competitor cannot get
  73. 73. SEMY Award 2016 BEST SPECIAL SEO TOOL
  74. 74. BROWSER EXTENSIONS
  75. 75. Link Redirect Trace
  76. 76. LRT Power*Trust
  77. 77. Link Research SEO Toolbar
  78. 78. ASK ME ANYTHING @cemper

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