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LINK REMOVALS AND AVOIDING THE WRATH OF
GOOGLE
Kirsty Hulse
SEO Strategist – DigitasLBi
kirstyhulse.com/blog
@kirsty_hulse

• When should we think about removing

links
• How should we do it?

• How can we stop ourselves being in
the same position again?
When Should
We Think About
Removing
Links?

You are the
weakest link
If Your Site Has Any Of The Following…
A GWT Link Warning

Or This….
Or This….

A Penalty

Links on sites like this

Or This….
Removing Links
Isn’t Easy Or
Cheap – Make Sure
It’s The Right
Choice For Your
Site
Look
holistically at
the landscape

Consider
anchor text

Consider ratios
of good/bad

ALWAYS check
onsite first
MAKE INFORMED JUDGEMENT CALLS BASED ON YOUR
USERS AND YOUR EXPERTISE
Identifying the links
Start by using tools
to identify ‘the worst’
links

Use Excel to search
for dupe IPs,
conditional format
‘text containing,
301s & parked
domains

DONE – If it has
malware, is sitewide,
or the URL is
seolinkz.org then
there’s no need to
manually review
Goodbye!

What Should
The Process
Look Like?
DON’T

Threaten site
owners/blogger
s with site
disavow

Pay?

Lie
DO

Ensure the link is actually removable

Offer to give SEO or Social advice in
exchange

Suggest adding no follow

‘Bad’ links can be on high quality
sites (advertorials etc), use this as an
opener.

Include the link in question in the email

PICK UP THE PHONE
AND WHEN ALL THAT FAILS….
How To Avoid
The Wrath Of
Google
Matt Cutts said in his most recent
Webmaster video…
“A page with more links pointing to
it has higher page rank […] and if it
has higher page rank then we might
think that it’s a better match for
users queries.”
WE NEED TO KEEP BUILDING LINKS, AT SCALE, FOR OUR
CLIENTS
AND THE SEO WEAPON OF CHOICE IS

DIVERSITY
FOLLOW VS NO FOLLOW
Questions?!

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Link removals prezzo

Editor's Notes

  1. PLUS MANY MORE – anchor text, sites with malware, are site-wide, identical C-Class, bad neighbourhoods etc.
  2. Don’t sit trawling through your clients/sites backlink profile in isolation – consider it alongside competitors, what they are doing and how they are performing.A handful of bad links amongst other high authority brand ones? Probably don’t worry so much about that.PLEASE before investing bags of time going through every single link with a fine toothcomb – make sure any penalties are not on sites ones.
  3. Careful not to blindly panic and respond immediately to Google changes – a lot of what they say is likely FUD tactics (fear, uncertainty and doubt).
  4. So all things considered, you’ve identified some shit links and decided to try and get them removed. How do you write a links removal request?
  5. This pisses me off. I see SO many people doing it and it’s just not polite. When people email my blog and ask for links to be removed (because we’ve essentially been running a link farm for 4 years) you’re immediately on the back foot. And I don’t like you.People know what you’re up to…pretending you’ve changed your internal brand policy or something just won’t cut it.Pay. Contentious, I know and I imagine we can have some nice debate about this later but my thoughts kind of are…we fucked ourselves a bit paying bloggers/sites etc FOR links. I have done it. I advocate it. It’s easy/cost effective and can work…BUT if we can try and avoid getting ourselves in that situation for removing them as well, then let’s try. Maybe it’s too late.
  6. 1. If you ask a tumblr owner to remove or nofollow just one link on a post they might. If you ask the same tumblr owner to remove or nofollow a link from one post and a bunch of tag posts generated by that original then they’re less likely to as you’re making it look like moer work and making it look like you don’t understand tumblr.Why as an industry – are we terrified of the phone?
  7. Not mine – I disavow at a domain level.
  8. So I’m going to be really ground breaking and talk about the importance of social…I have a client which owns 2 brands, both operating in exactly the same space, offering exactly the same products – just with 2 different demographic positions to capture as much share of the market as possible.Same ATL activity, SEO budgets, same SEO activity, same platforms, levels of engagement, same domain age etcetcOne brand invests heavily in social and is over 35% of their entire marketing budget.The other barely does anything at all.… guess which brand is which?Links have little / no effect without social wrappers
  9. Firstly…can I just say, no Matt Cutts – I am not going to no follow all press releases.