The Changing Dynamics of Link Building for Google 2012 and beyond

The Changing Dynamics of
Link Building for Google
2012 and Beyond

Christoph C. Cemper

Link Building Over Time (2004)

OMG I got banned
from Google for
pointing a PR8
sitewide link at my 3
days old datafeed
site domain!

Lesson learnt: don‘t overdo it
(C) 2012 CEMPER.COM & Link Research Tools

Link Building Over Time (2012)

Penguins!
Killed my site.

Lesson learnt: still don‘t overdo it

About Christoph C. Cemper

• The Guy with the Orange Jacket

• Linkbuilder

• SEO


About CEMPER.COM

• Link Building since 2003 US/UK/DE/AT

• All industries

• Lots of internal research; therefore,
Link Research Tools


What DID matter in link building
• Precise Anchortext

• Google Pagerank

• Alexa Rank

• Google Link: command

• Google Cache: command
• Because it‘s crippled by Google (since 2004, 2006)


What, no page rank?

Matt Cutts
Says We return random
(SMX Advanced
Seattle 2008) page rank data if we
feel like to – it‘s fun!


Lesson learnt: don‘t look at PR


What still DOES matter in link building!

RELEVANCY
&
TRUST

Link Building Over Time (2005+)

Google
Guy Build Content for
says Users, Not for
Search Engines


Does all this
sound old
and familiar?


About Christoph C. Cemper


Content Quality is important? (2011)

PANDA!


Panda and Link Building?


Enough of the old SEO gossip


Actionable Advice for Penguin Victims


7 Ways to Identify Bad Links

7 Ways to Identify Bad Links
4 strong indicators
3 soft indicators


„Outing“ Post on SEOmoz March 15
• http://www.seomoz.org/blog/how-garbage-ranks-in-the-serps-a-case-study


„Outing“ Posts‘ Result? – NO! 4 weeks later.


4 Strong Indicators to Remove a Link

WHICH LINKS TO REMOVE 1


4 Hard Reasons to Remove

• G!idx=0

• „PageRank“ advertised

• Same Owner/IP Networks

• Theme = Virus, Suspicious, Malware, etc.


Remove Backlinks with G!idx=0

• G!idx = 0 !


Hands Off „PR“ Advertised Links


IP Popularity of backlinks

• smells fake


Same owners

• Too easy!


Suspicous / Virus Links

• Too dangerous!


3 Soft Indicators to carefully Check & Remove Links

WHICH LINKS TO REMOVE 2


3 Soft Reasons to Carefully Check & Remove

• Link Velocity Trends < -50%
(link growth went A LOT slower)

• Low Power & low Trust
(know the 4 types of power*trust links)

• Huge Outcalled Networks
(know the outcalled networks)


Link Velocity Trends < -50% !

All of the
dropped sites lost
link velocity!


Four Types of Power * Trust Backlinks



• AVOID: Low Trust and Low Power
(“junk links”)



• RISKY: Low Trust and High Power
(“pagerank links”)



• GOOD: High Trust and Low Power
(“trust link”)



• GOLDEN: High Trust and High Power


Links from link networks are cheap links to remove now

CURRENTLY DOOMED


Advanced Process to find Link Network sites

Link Networks
can be found by
YOU piece of cake…


So Google can easily do it.

We’re no PHP script
collection.
We’re Google.

• Lesson learnt: don't underestimate Google
(like the last 3-4 years)


Penalized Networks

If a Network has a NAME
then avoid it!


Avoid Penalized Networks

• Build My Rank
• HKSEO / High PR Society
• Authority Link Network / ALN
• Linkvana
• Rank Jump
• …


Fast Solution

HOW TO
FIND LINK NETWORKS

WITHOUT lots of Excel leg work!



- take 5 link selling sites (suspects)

- automatically identify over 750
link selling sites
- (more suspects)



1. Do LJT with “suspect” bad sites
2. Get common results (victims)
3. Do CBLT for victims and you
4. Common links are highly
probable bad links (check it!)
5. Remove/avoid those bad links

43

Holy cow, this CEMPER
guy must be crazy,
I don‘t understand a word.


Advanced Process to Find Link Networks

watch the video
at home!

http://cemper.co/linknet


7 Golden Rules of White Hat Link Building

7 Golden Rules of
White Hat Link Building

revisited


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!


Look it up

Original Post & Presentation 2009

http://cemper.co/7golden


40 bonus slides

• Revisit
„7 Golden Rules of Link Building“

• 2009 vs. 2012

business card for
bonus slides!

Management Summary

• All 7 Golden Rules from 2009 are still valid!
(the details and metrics evolved tough)

• Spam/Automation got a lot worse
(SEOs got away with a lot of black hat/grey hat stuff for too long)

• Google finally reacted to simple spam
(Don‘t underestimate Google)

• 3rd Party SEO Metrics got a LOT better

Is Link Building and SEO dead?


What is really dead

• Avoid cheap links

• Avoid exact match anchors (SEO links)

• Avoid footprints

• Avoid shortcuts


You get what you „pay“ for!

Quality links work.

Cheap links don‘t.


THE BEST LINKS
are those that
your competitors
can NOT get!


Business Card for 40 Bonus Slides

your business
card for 40
bonus slides

http://cemper.co/trial


Thanks for your attention!
QUESTIONS?

http://cemper.co/trial  Link Research Tools trial

Business Card  40 extra slides

christoph@cemper.com
twitter.com/cemper

http://www.cemper.com/
http://www.LinkResearchTools.com


The Changing Dynamics of Link Building for Google 2012 and beyond

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