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Blog Networks, Penguins,
& Link Building
Seattle SEO Network
Geoff Kenyon
Geoff Kenyon
SEO Consultant– Distilled
Geoff.Kenyon@distilled.net
http://twitter.com/#!/geoffkenyon
Geoff Kenyon
Topics
• Blog Networks
• Penguin Update
• Link Building Tactics
Geoff Kenyon
Deindexed
Blog Networks
Geoff Kenyon
How might Google detect blog networks
Characteristics:
• Articles all the same length
• Content has the same number of links
• Links are exact match anchor text
• No co-citations
• High bounce rate
• Volume of content
• Backend
• No one links to it
Geoff Kenyon
Blog Networks are easy to detect if you have data
Geoff Kenyon
Blog Networks might be targeted by Panda
in the future
Geoff Kenyon
Stay Away From Blog Networks. Or Any Kind of Network.
Penguin Update
Geoff Kenyon
Penguin Update
SuspectedTriggers:
“Spammy Links”
• Article marketing links
• Comment spam links
• Overtly paid links
• Optimized sidebar links
Anchor Text
• Aggressive anchor text
Geoff Kenyon
Geoff Kenyon
What if I don‟t have any spammy links?
Penguin Update
What to do
• Remove your questionable links
• Change your links
• Reconsideration request?
Geoff Kenyon
FindingYour Spammy Links
• Backlink profile export
• Identify in bulk via:
• Topic
• Type
Geoff Kenyon
FindingYour Spammy Links
Sources of Backlink Profiles
GoogleWebmaster Tools (who links the most)
Geoff Kenyon
FindingYour Spammy Links
Sources of Backlink Profiles
Open Site Explorer
Geoff Kenyon
FindingYour Spammy Links
Sources of Backlink Profiles
Majestic
Geoff Kenyon
FindingYour Spammy Links
Sources of Backlink Profiles
Majestic
Geoff Kenyon
FindingYour Spammy Links
Sources of Backlink Profiles
ahrefs
Geoff Kenyon
FindingYour Spammy Links
TaggingYour Links
Associate a categorization or flag with your links:
• Topic
• Related/Unrelated
• Type
• Sidebar
• Profile
• Article Marketing
• Genuine Blog Post
• News Article
• Forum
• Directory
• Flag
• Yes/No
Geoff Kenyon
FindingYour Spammy Links
Geoff Kenyon
Screaming Frog SEO Spider
TaggingYour Links
Collect data associated with the linking pages
• Page title
• Meta description
• H1 tag
• Meta Keywords
FindingYour Spammy Links
TaggingYour Links
• Sugested words to search HTML elements and URL for:
• Forums
• Free
• Directory
• Submit
• Article
• „just another wordpress site‟
• Member/Profile/User
Geoff Kenyon
FindingYour Spammy Links
TaggingYour Links
Topically Safe Links
• Look through HTML elements for:
• Anything related to your business
• Distilled
• SEO
• Search Engine
• PPC
• CRO
Manual Review of OffTopic Sites
Geoff Kenyon
FindingYour Spammy Links
TaggingYour Links
Sidebar Links
• WebmasterTools (who links the most)
• Manual Review
Geoff Kenyon
FindingYour Spammy Links
TaggingYour Links
Directory/Paid Links
• Number of links on the page
• Manual review
Geoff Kenyon
Penguin Update
If you don’t have bad links
• Anchor text is probably your trigger
Geoff Kenyon
AnchorText
Geoff Kenyon
AnchorText
What is Normal?
Analyzed Anchor Text for ~ 60 pages
• Backlink profiles did not look optimized
• „normal‟ (non-SEO‟d)
• Category and product pages
Small Sample
Will vary by industry
Use this data as a rough guideline, not fact
• Measure „Over-Optimization‟
• Guide your link building efforts
Geoff Kenyon
http://mz.cm/anchor-optimization
AnchorText
What is Normal?
Geoff Kenyon
http://mz.cm/anchor-optimization
AnchorText
What is Normal?
Geoff Kenyon
http://mz.cm/anchor-optimization
AnchorText
What is Normal?
Geoff Kenyon
http://mz.cm/anchor-optimization
AnchorText
How to Fix it
Change anchor text
Take down links
Build more links to create balance
Maybe do a reconsideration request.
Geoff Kenyon
Geoff Kenyon
You shouldn‟t be surprised by these updates
Geoff Kenyon
-Google‟s Quality Guidelines
Don't participate in link schemes
designed to increase your site's ranking
or PageRank.
http://bit.ly/g-quality
Geoff Kenyon
You shouldn‟t be upset
Link Building
Tactics
Geoff Kenyon
Link BuildingTactics
Short TermValue
• Article marketing links
• Comment spam links
• Overtly paid links
• Optimized sidebar links
• Exact match domains
Geoff Kenyon
Link BuildingTactics
Guest Posting
• Find blogs with actual readers
• Relevant to your site
• Build an on-going relationship with blog owner
• Don‟t treat the blogger like you are using them
Geoff Kenyon
Link BuildingTactics
Content: Resources: Excel for SEO
Geoff Kenyon
www.distilled.net/excel-for-seo/
Link BuildingTactics
Content: Resources: Diamond Color
Geoff Kenyon
http://bit.ly/IDlcpc
Link BuildingTactics
Content: Resources:Angry Birds Infographic
Geoff Kenyon
Link BuildingTactics
Content: Controversy
Geoff Kenyon
powazek.com/posts/2090
Link BuildingTactics
Content: Ego Bait
Geoff Kenyon
http://bit.ly/IM-posts-2011
Link BuildingTactics
Content: Ego Bait
Geoff Kenyon
http://bit.ly/interview-rae
Link BuildingTactics
Give Away: Google Analytics WP Plugin
Geoff Kenyon
Link BuildingTactics
Building a Following
Geoff Kenyon
Link BuildingTactics
Do something good
• Schools
• Non-Profits
• Events
• Fundraisers
Geoff Kenyon
Geoff Kenyon
ThankYou

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Blog Networks Penguins And Link Building

Editor's Notes

  1. Originally referred to ‘Over Optimization Update’April 24thTargets keyword phrasesImpacts 3% of queries
  2. You probably do
  3. Google wants you to conform to their rules so their algorithm works optimally Google is open about their standards for link building
  4. Blog Networks, Article Marketing, Comment Spam, everything we have talked about so far exist purely for link building and SEO purposes and fly in the face of this statement.
  5. Google doesn’t owe you anythingTheir focus is on the quality of their algorithm and their profitExpect them to make decisions based on thisBeing in the index isn’t a rightIf you do any kind of SEO, you assume risk
  6. Google will continue their tactics to devalue/penalize. If you’re surprised, it means you are thinking about it wrong. Think about creating value, not just links.