Introduction to Google Penalties, Link Audit and Link Risk Management

@linkdetox @cemper @lnkresearchtool
Christoph C. Cemper
Introduction to Google Penalties, Link
Audit and Link Risk Management

@impactana @cemper @lnkresearchtool @linkdetox
About
Christoph C. Cemper
SEO & Marketing since 2003
Founder & CEO of
 LinkResearchTools
 Link Detox
 Impactana

ABOUT
20 (soon 21) SEO Tools in one suite
• Domain & Link Analysis
• Competitive Research
• Link Audits
• Penalty Recovery
• Website Relaunch Support
• Link Opportunity Review
for risk of potential links

ABOUT
4 SEO Tools ONLY for Google Penalties
• Link Detox
• Link Detox Screener
• Competitive Link Detox
• Link Detox Boost

ABOUT
Find content and people that make an impact.
New Product for
• Content Marketing
• Video Marketing
• Influencer Analysis
Closed Alpha Launch Monday June 15
http://impct.at/ImpactanaJun15

WHAT MATTERS in SEO?
RANKINGS.
RESULTS.

IS THIS GOOD SEO?

NO BIG DEAL
THAT IS MY BRAND
„Glory Terms“
Vanity Search
IF you don‘t
have
brand
rankings…
… you are
really
in trouble
or wrong brand

MONEY KEYWORDS MATTER

BRAND KEYWORD SEARCH

MONEY KEYWORD SEARCH

Matt Cutts, Head of Google Webspam Team
Fighting SEO Spam since January 2000
On Leave since July 2014

GOOGLE PENALTIES ARE HAPPENING.
The question is WHEN…
And WHO gets hit.

A 99% DROP IN TRAFFIC
HURTS

IF GOOGLE CALLS YOU
„PURE SPAM“

BIG BRANDS are not immune

◦ Link Based Penalty – Google Penguin
◦ Content & Site based penalty – Google Panda
„Big“ Automated Penalties („Filters“)

◦ Pure Spam
◦ Unnatural Links to your Site
◦ Hacked Site
◦ Thin Content
◦ Pure Spam
◦ User-Generated Spam
◦ Cloaking and Sneaky Redirects
◦ Hidden Text and Keyword Stuffing
◦ Spammy Freehosts
◦ Spammy Structured Markup
http://www.linkresearchtools.com/case-studies/google-manual-action-penalties-recovery/
Manual Penalties („Manual Actions “)

Manual Actions over Time

◦ „Deep Dive“ by Google Spam Team
◦ Competitors complaining to Google
◦ Negative SEO
http://www.linkresearchtools.com/case-studies/google-manual-action-penalties-recovery/
Triggers for Manual Penalties

◦ Google Pigeon Update – Targeting Local SEO & Maps
◦ Payday Loans Updates – Targeting Notoriously Spammy Industries
◦ Pirate Update – Targeting copyright violations (DMCA)
◦ Quality Update
◦ Mobile Update aka “Mobilegeddon”
Other Google Updates (causing Penalties)

It‘s an automated Spam Fighter.

Natural Links VS Unnatural Links

History of Google Penguin Updates
THOUSANDS OF VICTIMS…
Penguin 1 on April 24, 2012 (impacting around 3.1% of queries)
Penguin 2 on May 26, 2012 (impacting less than 0.1%)
Penguin 3 on October 5, 2012 (impacting around 0.3% of queries)
Penguin 4 (AKA Penguin 2.0) on May 22, 2013 (impacting 2.3% of queries)
Penguin 5 (AKA Penguin 2.1) on October 4, 2013 (impacting around 1% of queries)
Penguin 6 (AKA Penguin 3.0) on October 17 (impacting around 1% of queries)
Penguin Everflux – December 10, 2014

LINK BUILDING
changed
http://webcertain.tv/vod/5-past-keynote-christoph-cemper-link-research-tools/1234

What Penguin
hates?

Google Penguin hates
◦ Low Quality Links
◦ Over Optimized Anchor Text
◦ Keyword Stuffing
◦ Paid Links
◦ Automated Spam Links
◦ Link Directories
◦ Article Directories
◦ Free For All (FFA)
EVERYTHING
THAT IS
EASY AND CHEAP
This is unacceptable

What Penguin
loves?

Google Penguin likes
Penguin likes
Natural Links
On Topic Links
Diversified Anchor Text
EVERYTHING
THAT IS
NATURAL
YEAH!

lrt.io/semrush-3

What to
DO?

Link Risk
Management

Recover
your site from a Google Penalty
Protect
from new bad backlinks and negative SEO
Build
Safe links with audited Link Detox Risk
Ongoing Link Audit Process

Recover your
site!

There are two possible solutions:

1. Collect all your backlinks
2. Gather them all on one place
3. Remove duplicates
4. Check every backlink
5. Identify and disavow risky ones
6. Collect them in one document
7. Upload them to Google Search Console (GWT)
8. Wait up to 9 months
Option A – Manual Review

Option B – Link Detox

Start your Link Detox report

Analyze your results

Check your backlinks

Outreach to webmasters

Review your backlinks manually

Recover faster: Link Detox Boost

Boost & Measure Google Crawling

Protect your
site!

Monitor your backlink profile
Continous Monitoring with Link Alerts
◦ New spammy link spikes
◦ New virus links
◦ New malware links
◦ But also new MENTIONS to convert

Ongoing cleanup, disavow and outreach

lrt.io/semrush-111

Some cheap „Mickey Mouse Desktop tool“ with „Private Proxies“
EXCEL
GMAIL with some „cool“ plug-ins to „save you time“
Using these „great“ tools?

These are your TIME KILLERS
= EXPENSIVE = NON Scalable

BLP for link research + Pitchbox for outreach
No Excel involved. No Gmail involved. No Time Wasters.
Convert mentions into backlinks

◦ people linking to your Twitter to link to your site
◦ people linking to your .COM if you also have a .ES
◦ people linking to your old website, but not to the new website
◦ people linking to your competitors but not to you
◦ LRT Missing Link Tool (MLT) + PitchBox
◦ No Excel involved. No Gmail involved. No Time Wasters.
Get Linkers to LINK

Website Relaunch Tool = Link Juice Recovery (LJR)
◦ Find links to missing pages
◦ 301 Redirect them in minutes!
◦ LRT Missing Link Tool (MLT) + PitchBox
◦ No Excel involved. No Gmail involved. No Time Wasters.
RECOVER LINK JUICE

lrt.io/semrush-7

Link Detox Risk

LinkDetoxOne.comEnglish, German, Russian, Polish, Turkish, Spanish, Portugese

◦ Monitor your competition
◦ Learn what works and made an impact
◦ Look at the right numbers
◦ Buzz is distribution, volatile, easy to fake
◦ Impact is the long term effects that we‘re after
◦ Find and use best practices for your content
◦ Reach out to Influencers that made an impact
Content Marketing that makes an impact

BUZZ - IMPACT

BUZZ - IMPACT
But also
Spammy &
Unnatural
Links

http://impct.at/toolbarchrome

www.linkdetox.com
www.linkdetoxone.com
www.linkresearchtools.com
feedback@linkresearchtools.com
Thank you so much!
ALL THE LINKS IN HERE
lrt.io/semrush-webinars
www.impactana.com
hello@impactana.com

Introduction to Google Penalties, Link Audit and Link Risk Management

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