My presentation about risk management for links at IONsearch 2013.
If you saw Interflora tank and don’t think that a couple poorly set-up paid advertorials were the reason, then this session is for you. The SEO game has changed rapidly with Penguin and so has link-building and SEO (hopefully also your’s). You don’t want to be the next Interflora and so your mindset and goal setting has to change from a “price per link” to a risk vs. reward scheme. This session gives examples, thoughts and methods for a more sustainable link building than you did in the past.
46. PAST: PRICE PER LINK!
Price per Link Price per Link Price
per Link Price per Link Price per
Link Price per Link Price per Link
pro Link 11 Cent… COME ON!
47. NOW: RISK PER LINK!
• How
• Might
• Your
• Links
• Harm
• YOU?
49. DIVERSIFICATION?
• Distribution to many agencies?
• „Spread the risk “
• =Diversification of responsibility?
• Who controls, checks, approves?
• Need for centralized control & reviews
52. REGULAR REVIEW
• Regular Review for Link Detox Risk
• New awareness unlike 12 mo ago
• Classify your links by risk types
• Classify your links by risk probability
54. POLITICAL
RISK
• DO NOT Make Google look stupid!
• Be a Good Merchant!
• Competitors = Denunciators?
• MANUAL PENALTY!
55. RISK PROBABILITY
Increases …
• When technical rules have been broken
• With link strength
• When your link profile is unnatural
(competitors!)
• When making Matt look stupid
• …
61. A LINK COULD BE…
1. OK for a domain
2. Suspicious for other domains
3. „the icing on the cake“
62. CHECKLIST
• Is the link technically OK?
• Can I show the link to Matt Cutts?
• Can I show the link to <my competitor>?
• Am I able to remove the link?
• Am I practicing safe SEO in general?
66. LEARN FAST…
Anyone who stops learning is old, whether at
twenty or eighty. Anyone who keeps learning
stays young.
The greatest thing in life is to keep your mind young.
Henry Ford I.,
American industrialist,
1863 - 1947
68. BAD
MERCHANTS
merchants, restaurants with „bad reputation “
will be punished
… we don't want low quality
experience merchants to be ranking
in the search results.
SXSW 03/13
75. BECOME A LRT
SUPERSTAR
Business card = Chance
for classroom training
5 x 1-classroom training in Vienna
http://cemper.co/lrta
76. SOURCES
• IF penalty: http://cemper.co/cx13a
• IF 101: http://cemper.co/cx13b
• SEL: http://cemper.co/cx13c
• SEL link networks: http://cemper.co/cx13e
• 5 M Detox: http://cemper.co/cx13f
• Link Detox Risk:
http://www.linkdetox.com/risk/
77. THANK YOU!
QUESTIONS?
GET IN TOUCH
christoph@cemper.com
@cemper
http://www.cemper.com/
http://www.LinkResearchTools.com