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Link Audits!
The time to act is NOW!!
WHO IS GARETHHOYLE?!
@search_magician!
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
One of the largest
signal providers in !
the UK!
Link Audits!
The time to act is NOW!!
Links are the signal
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
IS A PENALTY OR FILTER
PENGUIN
AIMED AT LINKS!
TO DULL THE EFFECT OF!
DESIGNED!
People Chasing the Google Algorithm !
WE ALL NOW FACE!
A PROBLEM!
Germany: They are coming for you!!
They were not lying!
Important decisions to be made!
Google controls the
WHOLE game!
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Links are STILL!
the signal
MANAGE EACH ONE!
EVERY LINK HAS RISK!
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Managing your Risk!
•  Risk of being caught out by
Google!
•  Risk of a competitor reporting
you to Google!
•  Risk of a site linking to you being
penalized!
•  Google swimming upstream!
•  Risk of disavow!
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
WHAT TO DO IF YOU
GET CAUGHT?!
If your visibility graph is like this!
You have a problem!
Manual penalty

versus

Algorithmic drop!
Algorithmic drop!
Check the update timeline !
Do the times coincide with ranking / traffic drops? 	
  
Algorithmic drop!
Rebalance your link profile and wait….	
  
Commercial anchor text + Just for SEO links !
= Blatant SEO	
  
Penalty!Manual!
Manual Penalty!
Google have sent a
number of waves of
unnatural link warnings!
There is now a much
more formal procedure
to get the penalty
removed!
They are still sending
them!
Manual Penalty Notification!
Manual Penalty – WMT Console!
Manual Penalty – WMT Console!
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Google Penalty Recovery !
!
via !
!
The 5 step link audit and !
link removal / disavow !
process*!
!
!
*as we see it!
Step 1 – Gather ALL link data!
Step 1 – Gather ALL link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
• Check Anchor text %!
• Homepage vs Deep links!
• Geolocation analysis!
• Sitewides!
• Deindexed sites!
	
  
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
Step 2 – Analyse all link data!
• Need to be very strict!
!
• Made for SEO = Has to go!
• So much data – Where to start!!
• Here are a few tips to help you out J!
Step 2 – Analyse all link data!
• If you have a large link profile filter
these words:!
• Beware of false positives!
Submit! Add! PR!
Link! Dir / Verzeichnis! Free!
Article / Artikel! Press / Presse! SEO!
Bookmark!
Step 2 – Analyse all link data!
• Filter what is left by:!
!
!
!Anchor Text!
!Flow metrics!
!Domain Authority!
!PageRank!
!
!
•  Your data set is getting smaller!
Step 2 – Analyse all link data!
• Manually auditing sites!
• Multi URL opener is your friend!
• Grab contact details as you go!
• Record the type of link – further
analysis later!
• Keep / Remove / Maybe!
!
• LinkRisk has “investigate” for this!
Step 2 – Analyse all link data!
• Document EVERYTHING!
• Use Google docs where possible – You
may need to share the doc later!
• If data is too big to paste – try: !
file –> import –> replace current sheet!
• Dropbox and Excel!
Step 3 – Link Removal!
Step 3 – Link Removal!
2 schools of thought!
!
1 – Attempt to remove the links!
2 – Straight to disavow!
!
I am of the 1st opinion!
!
So are Google!
Step 3 – Link Removal!
“First and foremost, we recommend
that you remove as many spammy or
low-quality links from the web as
possible”!
!
!
https://support.google.com/webmasters/answer/2648487!
!
Step 3 – Link Removal!
Google	
  tell	
  us	
  to	
  remove	
  the	
  links	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
Step 3 – Link Removal!
•  Manually outreach to site owners!
•  Automated tools exist – We prefer
a manual approach!
•  Create a dedicated webmail
account – You may need to share
access !
!
Step 3 – Link Removal!
Hi [yourname],!
 !
I’m contacting you to kindly request that you remove the link(s)
below that we’ve spotted linking to www.URL.com:!
 !
[link(s)]!
  !
This does not directly suggest anything wrong with your website
and we apologise for any concern raised by this message. !
 !
Please advise if this is ok/when complete so we can update our
records!
 !
Thank you!
 !
[Full name]!
Step 3 – Link Removal!
•  Send	
  a	
  maximum	
  of	
  3	
  emails	
  –	
  
Nega9ve	
  PR	
  /	
  is	
  anyone	
  there?	
  
•  Allow	
  9me	
  between	
  sending	
  to	
  same	
  
sites	
  –	
  not	
  everyone	
  is	
  online	
  all	
  day!	
  
•  Update	
  the	
  Gdoc	
  /	
  XLS	
  at	
  every	
  step	
  
–	
  You	
  may	
  need	
  to	
  share	
  access	
  
	
  	
  
Step 4 – Disavow Links!
Step 4 – Disavow Links!
•  Tells Google to ignore the links!
!
•  Must be site owner in WMT!
!
•  UTF8 text file in, csv out ?!
!
•  Uploading a new file will replace
all previously uploaded ones. !
Step 4 – Disavow Links!
•  Disavow at domain level!
#attempted contact on 12/03, 17/03 and 23/03/14!
domain:test.com!
•  Disavow at page level!
#owner removed links, but missed this!
http://www.test.com/pages/spam-links.html!
!
•  Not many good links on bad URLs!
!
Step 4 – Disavow Links!
#attempted contact on 12/03, 17/03 and 23/03/14!
domain:test.com!
#owner removed links, but missed this!
http://www.test.com/pages/spam-links.html!
#attempted contact on 13/03, 18/03 and 23/03/14!
domain:testsite.de!
#scraper site – disavow please!
domain:testurl.ru!
Step 4 – Disavow Links!
•  No direct link from WMT!
!
•  Lots of warning messages!
!
•  https://www.google.com/
webmasters/tools/disavow-links-
main!
!
•  Or search online!!
FOR EVERY LINK
YOU REMOVE!
You have to consider what!
you might have to add & how!
Step 5 – Reconsideration requests!
Step 5 – Reconsideration requests!
•  All about the detail!!
!
•  Dealing with a human at Google!
!
•  Why should they remove the
penalty?!
Step 5 – Reconsideration requests!
•  Provide evidence of suffering!
!
•  Provide evidence of effort!
!
•  Provide evidence of a lesson
learnt!
Step 5 – Reconsideration requests!
•  Send via WMT manual actions!
!
•  Wait 7 – 10 days from disavow!
!
•  4 – 6 attempts on average!
!
•  Be patient – Once submitted –
What can you do?!
Step 5 – Reconsideration requests!
•  Example text too long for a slide!
!
•  Email me – will share some
templates!
!
gh@seo.im!
Google Penalty Recovery !
!
via !
!
The 5 step link audit and !
link removal / disavow !
process*!
!
!
*as we see it!
Life post penalty!
Penalty removal ≠
Rankings back!
What you had is gone!
You have trust issues!!
KNOW WHEN YOU’RE
BEATEN
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
Now Aware of the !
Dangers!
GOOD SIGNALS! GOOD RANKINGS!
Proactively manage your Risk!
National / International SEO!
Local SEO!
Local SEO!
Broken Link
Building via
WMT / LinkRisk!
REDIRECTIONS
AND NEW DOMAINS
BEWARE WHAT PASSES…
2014 – The year of the person not the site!
SAY HELLO!
gh@seo.im
@search_magician
linkrisk.com

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Link Profile Audits and Google Penalty Recovery - SMX Munich 2014

  • 1. Link Audits! The time to act is NOW!!
  • 5. One of the largest signal providers in ! the UK!
  • 6. Link Audits! The time to act is NOW!!
  • 7. Links are the signal
  • 10. IS A PENALTY OR FILTER PENGUIN AIMED AT LINKS!
  • 11. TO DULL THE EFFECT OF! DESIGNED! People Chasing the Google Algorithm !
  • 12. WE ALL NOW FACE! A PROBLEM!
  • 13. Germany: They are coming for you!!
  • 14. They were not lying!
  • 19. MANAGE EACH ONE! EVERY LINK HAS RISK!
  • 21. Managing your Risk! •  Risk of being caught out by Google! •  Risk of a competitor reporting you to Google! •  Risk of a site linking to you being penalized! •  Google swimming upstream! •  Risk of disavow!
  • 23. WHAT TO DO IF YOU GET CAUGHT?!
  • 24. If your visibility graph is like this! You have a problem!
  • 26. Algorithmic drop! Check the update timeline ! Do the times coincide with ranking / traffic drops?  
  • 27. Algorithmic drop! Rebalance your link profile and wait….   Commercial anchor text + Just for SEO links ! = Blatant SEO  
  • 29. Manual Penalty! Google have sent a number of waves of unnatural link warnings! There is now a much more formal procedure to get the penalty removed! They are still sending them!
  • 31. Manual Penalty – WMT Console!
  • 32. Manual Penalty – WMT Console!
  • 34. Google Penalty Recovery ! ! via ! ! The 5 step link audit and ! link removal / disavow ! process*! ! ! *as we see it!
  • 35. Step 1 – Gather ALL link data!
  • 36. Step 1 – Gather ALL link data!
  • 37. Step 2 – Analyse all link data!
  • 38. Step 2 – Analyse all link data! • Check Anchor text %! • Homepage vs Deep links! • Geolocation analysis! • Sitewides! • Deindexed sites!  
  • 39. Step 2 – Analyse all link data!
  • 40. Step 2 – Analyse all link data!
  • 41. Step 2 – Analyse all link data!
  • 42. Step 2 – Analyse all link data!
  • 43. Step 2 – Analyse all link data!
  • 44. Step 2 – Analyse all link data!
  • 45. Step 2 – Analyse all link data! • Need to be very strict! ! • Made for SEO = Has to go! • So much data – Where to start!! • Here are a few tips to help you out J!
  • 46. Step 2 – Analyse all link data! • If you have a large link profile filter these words:! • Beware of false positives! Submit! Add! PR! Link! Dir / Verzeichnis! Free! Article / Artikel! Press / Presse! SEO! Bookmark!
  • 47. Step 2 – Analyse all link data! • Filter what is left by:! ! ! !Anchor Text! !Flow metrics! !Domain Authority! !PageRank! ! ! •  Your data set is getting smaller!
  • 48. Step 2 – Analyse all link data! • Manually auditing sites! • Multi URL opener is your friend! • Grab contact details as you go! • Record the type of link – further analysis later! • Keep / Remove / Maybe! ! • LinkRisk has “investigate” for this!
  • 49. Step 2 – Analyse all link data! • Document EVERYTHING! • Use Google docs where possible – You may need to share the doc later! • If data is too big to paste – try: ! file –> import –> replace current sheet! • Dropbox and Excel!
  • 50. Step 3 – Link Removal!
  • 51. Step 3 – Link Removal! 2 schools of thought! ! 1 – Attempt to remove the links! 2 – Straight to disavow! ! I am of the 1st opinion! ! So are Google!
  • 52. Step 3 – Link Removal! “First and foremost, we recommend that you remove as many spammy or low-quality links from the web as possible”! ! ! https://support.google.com/webmasters/answer/2648487! !
  • 53. Step 3 – Link Removal! Google  tell  us  to  remove  the  links                      
  • 54. Step 3 – Link Removal! •  Manually outreach to site owners! •  Automated tools exist – We prefer a manual approach! •  Create a dedicated webmail account – You may need to share access ! !
  • 55. Step 3 – Link Removal! Hi [yourname],!  ! I’m contacting you to kindly request that you remove the link(s) below that we’ve spotted linking to www.URL.com:!  ! [link(s)]!   ! This does not directly suggest anything wrong with your website and we apologise for any concern raised by this message. !  ! Please advise if this is ok/when complete so we can update our records!  ! Thank you!  ! [Full name]!
  • 56. Step 3 – Link Removal! •  Send  a  maximum  of  3  emails  –   Nega9ve  PR  /  is  anyone  there?   •  Allow  9me  between  sending  to  same   sites  –  not  everyone  is  online  all  day!   •  Update  the  Gdoc  /  XLS  at  every  step   –  You  may  need  to  share  access      
  • 57. Step 4 – Disavow Links!
  • 58. Step 4 – Disavow Links! •  Tells Google to ignore the links! ! •  Must be site owner in WMT! ! •  UTF8 text file in, csv out ?! ! •  Uploading a new file will replace all previously uploaded ones. !
  • 59. Step 4 – Disavow Links! •  Disavow at domain level! #attempted contact on 12/03, 17/03 and 23/03/14! domain:test.com! •  Disavow at page level! #owner removed links, but missed this! http://www.test.com/pages/spam-links.html! ! •  Not many good links on bad URLs! !
  • 60. Step 4 – Disavow Links! #attempted contact on 12/03, 17/03 and 23/03/14! domain:test.com! #owner removed links, but missed this! http://www.test.com/pages/spam-links.html! #attempted contact on 13/03, 18/03 and 23/03/14! domain:testsite.de! #scraper site – disavow please! domain:testurl.ru!
  • 61. Step 4 – Disavow Links! •  No direct link from WMT! ! •  Lots of warning messages! ! •  https://www.google.com/ webmasters/tools/disavow-links- main! ! •  Or search online!!
  • 62. FOR EVERY LINK YOU REMOVE! You have to consider what! you might have to add & how!
  • 63. Step 5 – Reconsideration requests!
  • 64. Step 5 – Reconsideration requests! •  All about the detail!! ! •  Dealing with a human at Google! ! •  Why should they remove the penalty?!
  • 65. Step 5 – Reconsideration requests! •  Provide evidence of suffering! ! •  Provide evidence of effort! ! •  Provide evidence of a lesson learnt!
  • 66. Step 5 – Reconsideration requests! •  Send via WMT manual actions! ! •  Wait 7 – 10 days from disavow! ! •  4 – 6 attempts on average! ! •  Be patient – Once submitted – What can you do?!
  • 67. Step 5 – Reconsideration requests! •  Example text too long for a slide! ! •  Email me – will share some templates! ! gh@seo.im!
  • 68. Google Penalty Recovery ! ! via ! ! The 5 step link audit and ! link removal / disavow ! process*! ! ! *as we see it!
  • 71. What you had is gone!
  • 72. You have trust issues!!
  • 76. Now Aware of the ! Dangers!
  • 77. GOOD SIGNALS! GOOD RANKINGS!
  • 84. 2014 – The year of the person not the site!