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

Presentations & Public Speaking

Link building & off-page SEO
for 2017 and beyond
@cemper

About Christoph C. Cemper
Founder & CEO of
SEO & Marketing since 2003
@cemper

Combine and re-crawl
as many link sources
as possible.

„The penalty scared me,
so I didn‘t do a thing with links“

Canonical‘ed Links
Links from a REL-Canonical page
?
Do they “count”?

Google‘s John Müller
Links in particular are really important to
Google.
And also…

Links still No#1 Ranking Factor
March 2016

ASK FOR
HOW MANY
LINKS PER MONTH
(Link Velocity Trends)

ASK FOR
WHICH
TYPE OF LINKS
(Follow, NoFollow, Redirects, Javascript, Frames, …)

ASK FOR
WHICH LINKING
RISK…
(Link Detox Risk)

ASK FOR
WHICH LINKING
KEYWORD?
(commercial or branded)

How does a Google Penguin
Penalty
look like?

Google Penguin 4.0
“Real Time“
Negative SEO

“Granular Effects“
= specific Filter for
Directories
Sub Pages
Keywords

Disavow-File Upload
NOT ENOUGH
Links must be re-crawled

If you have 17 M links
Then Looking at 500k of them
is NOT
A „Top Level“ Approach?
(as an expert called it)

If you have 17 M links
Then Looking at 500k
IS
a mere 3 %
~ 1/30th of your work

Looking at 500k links of 17M is not an awful lot.
Links You Audited Links You Didn't Audit

We want to push rankings
with Links and Redirects
and not „Pass Page Rank“
That’s been the case forever

Conclusion
„Anchor Text Passing“
via 301, 302, 307

Reclaim your Links!
Link Juice Recovery
= Website Relaunch Tool

WIKI “Broken Links”
Find broken links (I.e. in Wikipedia)

„NEW“: Links also from sub pages!
9
Also called “Presell Pages” 

A joint PR and SEO strategy can help your website strike gold. Having a strong online brand reputation will only ever grow your link acquisition without introducing any black-hat tactics. However, many affiliates can ignore PR as a “nice to have” rather than a “need to have” which instantly rules out some effective wins for your SEO goals and the opportunity to grow your business from a website to a brand. Andy Bar, Head Yeti at leading PR and SEO agency 10 Yetis, will demonstrate the fundamental tools and real results that can be achieved by a united PR and SEO front. What kind of campaigns work (ideas and themes) How you can fast track the volume of links How you can compete with bigger brands Take away of 10 practical tips

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If you pay close enough attention, you can learn all kinds of things from what Google does and doesn’t say in public. From patents to official statements, to comments that Googlers leave on message boards, there is a wealth of information out there that hints at what they really think. In this presentation, Will is going to work through some of the most significant official announcements and the most insight-heavy comments and leaks of Google’s first 20 years. You’ll come away from this presentation not only with a deeper understanding of the search giant, but also with the tools to understand and interpret future statements and leaks.

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