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The Changing Dynamics of
 Link Building for Google
    2012 and Beyond




      Christoph C. Cemper
7 Golden Rules of White Hat Link Building


      7 Golden Rules of
    White Hat Link Building

      revisited and updated!



          (C) 2012 CEMPER.COM & Link Research Tools
7 Golden Rules of White Hat Link Building

1.   Relevant page & in content links
2.   Domain Trust
                                     classic
3.   Natural Anchor Text              from
4.   NoFollow                         2009
                                    and 2007
5.   Juicy Page
6.   No Spam!
7.   Don’t buy links for page rank!

                (C) 2012 CEMPER.COM & Link Research Tools
Look it up


     Original Post & Presentation 2009

http://cemper.co/7golden



           (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (1)

RELEVANT LINKS

                  (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (1)
               Relevant Links

        Top #1 and #2
             for
        „Cheap Flights“


             (C) 2012 CEMPER.COM & Link Research Tools
(C) 2012 CEMPER.COM & Link Research Tools
Relevant Links for
                                  „cheap flights“

• GOOD Link Profile for Travel #2




•   source: www.LinkResearchTools.com



                            (C) 2012 CEMPER.COM & Link Research Tools
Relevant Links for
                                  „cheap flights“

• GREAT Travel Link Profile for #1




•   source: www.LinkResearchTools.com



                            (C) 2012 CEMPER.COM & Link Research Tools
Not Relevant Links for Flights

not so well themed (at #35)…




       source: www.LinkResearchTools.com



        (C) 2012 CEMPER.COM & Link Research Tools
… unless you
        ARE
         an
„entertainment“ site
     (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (1)

IN CONTENT LINKS?

                  (C) 2012 CEMPER.COM & Link Research Tools
If you find something like this …




      (C) 2012 CEMPER.COM & Link Research Tools
it is in-content, but it is still

Google
official blog
April 2012




                           (actual example given by Google)


                    (C) 2012 CEMPER.COM & Link Research Tools
Check link locations of your competition




source: www.LinkResearchTools.com




                               (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (2)

TRUST

                  (C) 2012 CEMPER.COM & Link Research Tools
Trust


         Links
     are a
   Connection
      from
Source to Target

  (C) 2012 CEMPER.COM & Link Research Tools
Trust

      Link Impact
     also depends on
         TARGET

More Trust = More Impact!

       (C) 2012 CEMPER.COM & Link Research Tools
Domain Trust



                     YES!
    same link, different effect

depending on where you link it TO

           (C) 2012 CEMPER.COM & Link Research Tools
Four Types of Power * Trust Backlinks




        (C) 2012 CEMPER.COM & Link Research Tools
High Trust and High Power

• GOLDEN: High Trust and High Power




            (C) 2012 CEMPER.COM & Link Research Tools
Trustlinks „Lose Weight“ TOP10 2011 vs. #35




pretty ok distribution, with #35 having less

               (C) 2012 CEMPER.COM & Link Research Tools
Trustlinks „Lose Weight“ TOP10 2012 vs. #35

                        w
                        o
                        w




More strong Trust Links for TOP10 than 2011

             (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (3)

NATURAL ANCHOR TEXT

                  (C) 2012 CEMPER.COM & Link Research Tools
Backlinks „Link Building“ TOP10 2011 vs. #35
 3
 9
 %




39% brand keywords

               (C) 2012 CEMPER.COM & Link Research Tools
Backlinks „Link Building“ TOP10 2012 vs. #35
 4
 7
 %




47% brand keywords - increased

               (C) 2012 CEMPER.COM & Link Research Tools
Backlinks „Lose Weight“ TOP10 2011 vs. #35
 5
 9
 %




59% brand keywords

                (C) 2012 CEMPER.COM & Link Research Tools
6 Backlinks „Lose Weight“ TOP10 2012 vs. #35
5
%




47% brand keywords - increased

              (C) 2012 CEMPER.COM & Link Research Tools
Keywords by number – what they wanted




         (C) 2012 CEMPER.COM & Link Research Tools
Keywords by Power * Trust – what they got




           (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (4)

NOFOLLOW

                  (C) 2012 CEMPER.COM & Link Research Tools
The NOFOLLOW Rule




Normal users don’t care
  about NOFOLLOW
                                 (and if all your links look like
                                  they were built by an SEO
                                  then you‘re in BIG trouble)

    (C) 2012 CEMPER.COM & Link Research Tools
The NOFOLLOW Rule

you should blend in with competition…



                                          2
                                          %




           (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (5)

JUICY PAGE

                  (C) 2012 CEMPER.COM & Link Research Tools
What is a JUICY page?




 Juicy Page
      =
it does rank!

  (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (5)


•    CEMPER Juice™

•    proprietary metric
     in
     LinkResearchTools




                     (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (6)


                         No
                        Spam!
•    Links on cheap link networks
•    Links on automated article sites
•    Adding Links INTO pages that are years old
•    Bad Neighborhood
•    etc…
                       (C) 2012 CEMPER.COM & Link Research Tools
Choose your link sources carefully!!


                                                       OMG it‘s full of SPAM
                                                         And we‘re in the
                                                       middle of all these link
                                                              buyers!



      DO NOT GET A LINK HERE!!!




           (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (7)



               DON‘T
         BUY LINKS
                   FOR PAGE RANK




             (C) 2012 CEMPER.COM & Link Research Tools
Golden Rules of White Hat Link Building (7)


                               BUT,


                You don‘t
            look at page rank
                 anyway!
                             (do you?)




             (C) 2012 CEMPER.COM & Link Research Tools
Summary

• All 7 Golden Rules from 2009 (2007) are
  still valid!

• Spam/Automation got a lot worse

• Google finally reacted to dumb spam

• Metrics get a LOT better

                (C) 2012 CEMPER.COM & Link Research Tools
Is Link Building and SEO dead?




     (C) 2012 CEMPER.COM & Link Research Tools
What is really dead

• Avoid cheap links

• Avoid exact match anchors (SEO links)

• Avoid footprints

• Avoid shortcuts

              (C) 2012 CEMPER.COM & Link Research Tools
You get what you „pay“ for!



Quality links work.



Cheap links don‘t.


              (C) 2012 CEMPER.COM & Link Research Tools
THE BEST LINKS
                                         are those that
                                        your competitors
                                          can NOT get!


   (C) 2012 CEMPER.COM & Link Research Tools
http://cemper.co/trial




     (C) 2012 CEMPER.COM & Link Research Tools
Thanks!
Please help spread the word!

      Questions? Please let me know.

          christoph@cemper.com

              twitter.com/cemper

          http://www.cemper.com/

     http://www.LinkResearchTools.com

         (C) 2012 CEMPER.COM & Link Research Tools

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The Changing Dynamics of Link Building for Google 2012 and beyond

  • 1. The Changing Dynamics of Link Building for Google 2012 and Beyond Christoph C. Cemper
  • 2. 7 Golden Rules of White Hat Link Building 7 Golden Rules of White Hat Link Building revisited and updated! (C) 2012 CEMPER.COM & Link Research Tools
  • 3. 7 Golden Rules of White Hat Link Building 1. Relevant page & in content links 2. Domain Trust classic 3. Natural Anchor Text from 4. NoFollow 2009 and 2007 5. Juicy Page 6. No Spam! 7. Don’t buy links for page rank! (C) 2012 CEMPER.COM & Link Research Tools
  • 4. Look it up Original Post & Presentation 2009 http://cemper.co/7golden (C) 2012 CEMPER.COM & Link Research Tools
  • 5. Golden Rules of White Hat Link Building (1) RELEVANT LINKS (C) 2012 CEMPER.COM & Link Research Tools
  • 6. Golden Rules of White Hat Link Building (1) Relevant Links Top #1 and #2 for „Cheap Flights“ (C) 2012 CEMPER.COM & Link Research Tools
  • 7. (C) 2012 CEMPER.COM & Link Research Tools
  • 8. Relevant Links for „cheap flights“ • GOOD Link Profile for Travel #2 • source: www.LinkResearchTools.com (C) 2012 CEMPER.COM & Link Research Tools
  • 9. Relevant Links for „cheap flights“ • GREAT Travel Link Profile for #1 • source: www.LinkResearchTools.com (C) 2012 CEMPER.COM & Link Research Tools
  • 10. Not Relevant Links for Flights not so well themed (at #35)… source: www.LinkResearchTools.com (C) 2012 CEMPER.COM & Link Research Tools
  • 11. … unless you ARE an „entertainment“ site (C) 2012 CEMPER.COM & Link Research Tools
  • 12. Golden Rules of White Hat Link Building (1) IN CONTENT LINKS? (C) 2012 CEMPER.COM & Link Research Tools
  • 13. If you find something like this … (C) 2012 CEMPER.COM & Link Research Tools
  • 14. it is in-content, but it is still Google official blog April 2012 (actual example given by Google) (C) 2012 CEMPER.COM & Link Research Tools
  • 15. Check link locations of your competition source: www.LinkResearchTools.com (C) 2012 CEMPER.COM & Link Research Tools
  • 16. Golden Rules of White Hat Link Building (2) TRUST (C) 2012 CEMPER.COM & Link Research Tools
  • 17. Trust Links are a Connection from Source to Target (C) 2012 CEMPER.COM & Link Research Tools
  • 18. Trust Link Impact also depends on TARGET More Trust = More Impact! (C) 2012 CEMPER.COM & Link Research Tools
  • 19. Domain Trust YES! same link, different effect depending on where you link it TO (C) 2012 CEMPER.COM & Link Research Tools
  • 20. Four Types of Power * Trust Backlinks (C) 2012 CEMPER.COM & Link Research Tools
  • 21. High Trust and High Power • GOLDEN: High Trust and High Power (C) 2012 CEMPER.COM & Link Research Tools
  • 22. Trustlinks „Lose Weight“ TOP10 2011 vs. #35 pretty ok distribution, with #35 having less (C) 2012 CEMPER.COM & Link Research Tools
  • 23. Trustlinks „Lose Weight“ TOP10 2012 vs. #35 w o w More strong Trust Links for TOP10 than 2011 (C) 2012 CEMPER.COM & Link Research Tools
  • 24. Golden Rules of White Hat Link Building (3) NATURAL ANCHOR TEXT (C) 2012 CEMPER.COM & Link Research Tools
  • 25. Backlinks „Link Building“ TOP10 2011 vs. #35 3 9 % 39% brand keywords (C) 2012 CEMPER.COM & Link Research Tools
  • 26. Backlinks „Link Building“ TOP10 2012 vs. #35 4 7 % 47% brand keywords - increased (C) 2012 CEMPER.COM & Link Research Tools
  • 27. Backlinks „Lose Weight“ TOP10 2011 vs. #35 5 9 % 59% brand keywords (C) 2012 CEMPER.COM & Link Research Tools
  • 28. 6 Backlinks „Lose Weight“ TOP10 2012 vs. #35 5 % 47% brand keywords - increased (C) 2012 CEMPER.COM & Link Research Tools
  • 29. Keywords by number – what they wanted (C) 2012 CEMPER.COM & Link Research Tools
  • 30. Keywords by Power * Trust – what they got (C) 2012 CEMPER.COM & Link Research Tools
  • 31. Golden Rules of White Hat Link Building (4) NOFOLLOW (C) 2012 CEMPER.COM & Link Research Tools
  • 32. The NOFOLLOW Rule Normal users don’t care about NOFOLLOW (and if all your links look like they were built by an SEO then you‘re in BIG trouble) (C) 2012 CEMPER.COM & Link Research Tools
  • 33. The NOFOLLOW Rule you should blend in with competition… 2 % (C) 2012 CEMPER.COM & Link Research Tools
  • 34. Golden Rules of White Hat Link Building (5) JUICY PAGE (C) 2012 CEMPER.COM & Link Research Tools
  • 35. What is a JUICY page? Juicy Page = it does rank! (C) 2012 CEMPER.COM & Link Research Tools
  • 36. Golden Rules of White Hat Link Building (5) • CEMPER Juice™ • proprietary metric in LinkResearchTools (C) 2012 CEMPER.COM & Link Research Tools
  • 37. Golden Rules of White Hat Link Building (6) No Spam! • Links on cheap link networks • Links on automated article sites • Adding Links INTO pages that are years old • Bad Neighborhood • etc… (C) 2012 CEMPER.COM & Link Research Tools
  • 38. Choose your link sources carefully!! OMG it‘s full of SPAM And we‘re in the middle of all these link buyers! DO NOT GET A LINK HERE!!! (C) 2012 CEMPER.COM & Link Research Tools
  • 39. Golden Rules of White Hat Link Building (7) DON‘T BUY LINKS FOR PAGE RANK (C) 2012 CEMPER.COM & Link Research Tools
  • 40. Golden Rules of White Hat Link Building (7) BUT, You don‘t look at page rank anyway! (do you?) (C) 2012 CEMPER.COM & Link Research Tools
  • 41. Summary • All 7 Golden Rules from 2009 (2007) are still valid! • Spam/Automation got a lot worse • Google finally reacted to dumb spam • Metrics get a LOT better (C) 2012 CEMPER.COM & Link Research Tools
  • 42. Is Link Building and SEO dead? (C) 2012 CEMPER.COM & Link Research Tools
  • 43. What is really dead • Avoid cheap links • Avoid exact match anchors (SEO links) • Avoid footprints • Avoid shortcuts (C) 2012 CEMPER.COM & Link Research Tools
  • 44. You get what you „pay“ for! Quality links work. Cheap links don‘t. (C) 2012 CEMPER.COM & Link Research Tools
  • 45. THE BEST LINKS are those that your competitors can NOT get! (C) 2012 CEMPER.COM & Link Research Tools
  • 46. http://cemper.co/trial (C) 2012 CEMPER.COM & Link Research Tools
  • 47. Thanks! Please help spread the word! Questions? Please let me know. christoph@cemper.com twitter.com/cemper http://www.cemper.com/ http://www.LinkResearchTools.com (C) 2012 CEMPER.COM & Link Research Tools