My presentation about risk management for links at IONsearch 2013. If you saw Interflora tank and don’t think that a couple poorly set-up paid advertorials were the reason, then this session is for you. The SEO game has changed rapidly with Penguin and so has link-building and SEO (hopefully also your’s). You don’t want to be the next Interflora and so your mindset and goal setting has to change from a “price per link” to a risk vs. reward scheme. This session gives examples, thoughts and methods for a more sustainable link building than you did in the past.

1. LINKS & RISK MANAGEMENT
C H R I S T O P H C . C E M P E R

2. ABOUT
CHRISTOPH C. CEMPER
- SEO
- LRT
- Daddy 

3. ABOUT CEMPER.COM
- 10 Years Experience in Link Building and SEO
- Link Research Tools
- Link Detox
- Talking about Risk of Links since 2011

4. A LOOK BACK TO 2012
JUST 1 SLIDE

5. 2012
YEAR OF THE PENGUINS

6. INTERACTION
NOW FOR SOME…

7. WHO WAS HIT BY GOOGLE PENGUIN?

8. AREN‘T WE ALL JUST A BIT …
FACING THE FACTS IS THE FIRST STEP…

9. UNNATURAL?

10. LET‘S JUST SEARCH FOR SOME
THE ONLY WAY TO RECOVERY

11. BAD LINKS !
• Link Detox
• Removal Outreach
• Google Disavow
• Round-Trip Disavow
• and REMOVAL!

12. WHO CLEANED UPALREADY?

13. THAT‘S THE PRICE…

14. FOR THE PAST DIRTY
PRACTICES IN SEO

15. THESE TIMES ARE OVER NOW…
„MAYBE
WON’T HELP,
BUT WON‘T HARM"

16. CHEAPER CHEAPER
CHEAPER
CHEAPER
CHEAPER
CHEAPER
CHEAPER
CHEAPER
CHEAPER

17. „AWESOME“ ADS

21. „HIGH PR“ BLOG POSTS

26. PROFILE LINKS
ROSES ROSES ROSES ROSES ROSES AND…

28. „STRONG“ BLOG LINKS

30. YUK!

31. OMG! ARE THOSE
OLD SEO TACTICS
ARE STILL
BEING
USED?

32. WHAT‘S UNNATURAL…
• Ask Donna…
• Donna Versace

33. EVERYBODY DOES THAT…

34. AND THEN…

35. WHO‘S SURPRISED?

36. WHO‘S SURPRISED?

37. OLD SEO JUNK

38. DIRECTORIES FOR $

39. THIS IS A
PENGUIN-PENALTY

40. OR THIS

41. VERY OLD
NOGOS IN LINKBUILDING

42. MATT CUTTS HAS MORE

43. PENGUIN 4 IS COMING
… will be significant and one of
the most talked about Google
algorithm updates this year.
SXSW 03/13

44. LINK NETWORK PUNISHMENT

45. RETHINK NOW!
TIME TO CHANGE YOUR MINDSET

46. PAST: PRICE PER LINK!
Price per Link Price per Link Price
per Link Price per Link Price per
Link Price per Link Price per Link
pro Link 11 Cent… COME ON!

47. NOW: RISK PER LINK!
• How
• Might
• Your
• Links
• Harm
• YOU?

48. RISK MANAGEMENT FOR LINKS

49. DIVERSIFICATION?
• Distribution to many agencies?
• „Spread the risk “
• =Diversification of responsibility?
• Who controls, checks, approves?
• Need for centralized control & reviews

50. LEGACY-ISSUES
• PRECAUTIONARY Review – not only at 70%
• Disavow
• Removal
• Prepare Outreach

51. EMERGENCY-PLAN
• Prepare Outreach
• Link Seller Contact List
• Link Trader Contact List
• „Warm Up“ – do they still exist?

52. REGULAR REVIEW
• Regular Review for Link Detox Risk
• New awareness unlike 12 mo ago
• Classify your links by risk types
• Classify your links by risk probability

53. TECHNICAL
RISK
• Networks
• PR Punishment
• IDX Punishment
• etc… DTOX Rules…
• ALGO FILTER

54. POLITICAL
RISK
• DO NOT Make Google look stupid!
• Be a Good Merchant!
• Competitors = Denunciators?
• MANUAL PENALTY!

55. RISK PROBABILITY
Increases …
• When technical rules have been broken
• With link strength
• When your link profile is unnatural
(competitors!)
• When making Matt look stupid
• …

56. LINK DETOX RISK

57. LINK DETOX RISK

58. HEALTHY LINKS
OF YOUR COMPETITORS
• Link Detox for competitors
• „Healthy Links“ as prospects
• Collect first…

59. RISK-CHECK
BETTER TO BE SAFE ...
THAN SORRY

60. WHY CHECK LINKS?
A LINK IS A LINK?

61. A LINK COULD BE…
1. OK for a domain
2. Suspicious for other domains
3. „the icing on the cake“

62. CHECKLIST
• Is the link technically OK?
• Can I show the link to Matt Cutts?
• Can I show the link to <my competitor>?
• Am I able to remove the link?
• Am I practicing safe SEO in general?

63. KILLER
PHRASES

66. LEARN FAST…
Anyone who stops learning is old, whether at
twenty or eighty. Anyone who keeps learning
stays young.
The greatest thing in life is to keep your mind young.
Henry Ford I.,
American industrialist,
1863 - 1947

67. WHAT‘S NEXT?
FORECAST

68. BAD
MERCHANTS
merchants, restaurants with „bad reputation “
will be punished
… we don't want low quality
experience merchants to be ranking
in the search results.
SXSW 03/13

69. „BAD ANCHORS“
• Since 2008 – Google Safesearch Bowling
• New „Negative SEO“-wave?

70. „TRAFFIC LINKS “
• Links with Clicks/Traffic = OK
• Links „without“ Traffic = null or negative
⇒Big Picture: User Behaviour

71. Up to
5 Million Links
…
http://cemper.co/cx13f

73. Risk Management
with
http://www.linkdetox.com/risk/

75. BECOME A LRT
SUPERSTAR
Business card = Chance
for classroom training
5 x 1-classroom training in Vienna
http://cemper.co/lrta

76. SOURCES
• IF penalty: http://cemper.co/cx13a
• IF 101: http://cemper.co/cx13b
• SEL: http://cemper.co/cx13c
• SEL link networks: http://cemper.co/cx13e
• 5 M Detox: http://cemper.co/cx13f
• Link Detox Risk:
http://www.linkdetox.com/risk/

77. THANK YOU!
QUESTIONS?
GET IN TOUCH
christoph@cemper.com
@cemper
http://www.cemper.com/
http://www.LinkResearchTools.com