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Christoph C Cemper - LAC 2017 - Link building & off-page SEO for 2017 and beyond

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Google Penguin changed SEO forever. Before April 2012 you could easily buy a ranking position but that time is long gone. The Google Penguin spam filter is now part of Google’s core algorithm and works in real time. You need to keep an eye on your link profile and start building high-quality links.

Google confirmed that links are in the top two ranking factors, alongside great content. Therefore, you need to be able to structure your SEO efforts with the intention of creating sustainable and quality links for 2017 and beyond.

Why links are an integral ranking factor and will always be
How links are not all the same
The best sustainable link building methods

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Christoph C Cemper - LAC 2017 - Link building & off-page SEO for 2017 and beyond

  1. 1. Link building & off-page SEO for 2017 and beyond @cemper
  2. 2. Hey London!
  3. 3. About Christoph C. Cemper Founder & CEO of SEO & Marketing since 2003 @cemper
  4. 4. Orange Jacket and SEO
  5. 5. „SEO Scandal“ 
  6. 6. #TBF – Throwback Friday – SEOkomm 2011
  7. 7. Combine and re-crawl as many link sources as possible.
  8. 8. Some quotes…
  9. 9. „The penalty scared me, so I didn‘t do a thing with links“
  10. 10. „Penguin Shock“
  11. 11. Fear the Penalty better doing nothing?
  12. 12. Do we know all about Links?
  13. 13. Canonical‘ed Links Links from a REL-Canonical page ? Do they “count”?
  14. 14. REL-Canonical = „Preferred Version“
  15. 15. Link counts? How much?
  16. 16. Google confirms: Links are important 1
  17. 17. Google‘s John Müller Links in particular are really important to Google. And also…
  18. 18. Links still No#1 Ranking Factor March 2016
  19. 19. YOU CAN NOT NOT SEE IT.
  20. 20. Understanding Not All Links Are Equal 2
  21. 21. NOT ALL LINKS ARE EQUAL!
  22. 22. JUST COUNTING LINKS?
  23. 23. DO NOT JUST ASK HOW MANY LINKS ?
  24. 24. BUT ASK HOW MANY LINKS …
  25. 25. ASK FOR HOW MANY LINKING PAGES …
  26. 26. ASK FOR HOW MANY LINKING DOMAINS…
  27. 27. ASK FOR HOW MANY LINKING ROOT-DOMAINS…
  28. 28. ASK FOR HOW MANY LINKS PER MONTH (Link Velocity Trends)
  29. 29. ASK FOR WHICH TYPE OF LINKS (Follow, NoFollow, Redirects, Javascript, Frames, …)
  30. 30. ASK FOR WHICH LINKING POWER…
  31. 31. ASK FOR WHICH LINKING TRUST…
  32. 32. ASK FOR WHICH LINKING RISK… (Link Detox Risk)
  33. 33. ASK FOR WHICH LINKING KEYWORD? (commercial or branded)
  34. 34. AND MORE ASPECTS … for EACH LINK.
  35. 35. EXAMPLE: “1000 backlinks”
  36. 36. Google Penguin changed SEO 3
  37. 37. What is Google Penguin?
  38. 38. Automated Link Spam Fighter
  39. 39. History
  40. 40. History
  41. 41. How does a Google Penguin Penalty look like?
  42. 42. a 99% TRAFFIC DROP hurts
  43. 43. Link Detox Risk®
  44. 44. NEW in Google Penguin 4.0
  45. 45. Google Penguin 4.0 “Real Time“ Negative SEO
  46. 46. “Granular Effects“ = specific Filter for Directories Sub Pages Keywords
  47. 47. Disavow-File Upload NOT ENOUGH Links must be re-crawled
  48. 48. BECAUSE…
  49. 49. UP TO 9 MONTHS…
  50. 50. 3 DAYS using Link Detox Boost
  51. 51. Audit Your FULL Backlink Profile 4
  52. 52. Audit Your FULL Backlink Profile Not just a couple % 4
  53. 53. If you have 17 M links Then Looking at 500k of them is NOT A „Top Level“ Approach? (as an expert called it)
  54. 54. If you have 17 M links Then Looking at 500k IS a mere 3 % ~ 1/30th of your work
  55. 55. Looking at 500k links of 17M is not an awful lot. Links You Audited Links You Didn't Audit
  56. 56. Not All Redirects are equal 5
  57. 57.
  58. 58. We want to push rankings with Links and Redirects and not „Pass Page Rank“ That’s been the case forever
  59. 59. extremely shortened…
  60. 60. Conclusion „Anchor Text Passing“ via 301, 302, 307
  61. 61. http://lrt.li/seotests SEO DIY Test Kit
  62. 62. Redirects pass Link Penalties 6
  63. 63. Penalty via Redirect – “How it works”
  64. 64. 2.0 HOME24 - 2013
  65. 65. Old Links help you, if you keep them 7
  66. 66. “Ranking without Links” ~2014
  67. 67. Monitor your Backlinks
  68. 68. Reclaim your Links! Link Juice Recovery = Website Relaunch Tool
  69. 69. Link Building with Broken Links 8
  70. 70. WIKI “Broken Links” Find broken links (I.e. in Wikipedia)
  71. 71. WIKIGRABBER
  72. 72. Check My Links
  73. 73. „NEW“: Links also from sub pages! 9 Also called “Presell Pages” 
  74. 74. PRESELL PAGES?
  75. 75. PRESELL PAGES?
  76. 76. PRO TIP: Build Links to Your Links
  77. 77. PRO TIP: Promote „Your Links“
  78. 78. The BEST Links 10
  79. 79. The BEST Links
  80. 80. http://lrt.li/hello
  81. 81. FREE Browser Extensions
  82. 82. Link Redirect Trace • • • • •
  83. 83. LRT Power*Trust • • •
  84. 84. Link Research SEO Toolbar • • • • • •
  85. 85. ASK ME ANYTHING @cemper

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