This document discusses unnatural links and strategies for dealing with them. It begins with an introduction to the author and then addresses why links are important to search engine rankings. It notes that Google has addressed link spam through penalties since its inception. It advises that the best strategy is a long term white hat approach rather than short term black hat tactics. The document provides tips for detecting unnatural links, both manually and automatically, and recommends validation of automatic detection. It offers advice on addressing unnatural links through dilution, removal, and Google's disavow tool if needed. The overall message is that links are important but must be natural to avoid problems.

1. by Razvan Gavrilas
SearchMarketingDay – Poznan
June 2013
UNNATURAL LINKS
THE NO.BS GUIDE
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2. WHO AM I ?
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Wife x Kids
√ (DEV + SEOGEEK) × ( SUPERAFFILIATE + ENTREPRENEUR) dt ×
NO.BS
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“Unnatural” FAT ME a4uexpo
(2 years ago)
More “Natural” Slim Me +
Dixon (last night)  (-20Kg)

3. SOME  FUNNY STUFF
FIRST
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4. cognitiveSEO
This Whole Link Graph Stuff Puzzles Me!

5. cognitiveSEO
Love is in the air …

6. Penguin Related
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7. cognitiveSEO

8. BEFORE

9. LORD OF THE LINKS
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10. 
AFTER

11. THE  SERIOUS STUFF
NOW!
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12. Why are Links so Important?
Links
The only signal that can truly & entirely
simulate presence & authority NOW.
Mixed with
Social signals.
User Triggered signals.
Traffic signals.
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13. Big Google Problem
Link SPAM / Unnatural Links
Addressed by Manual and Algorithmic Penalties
since the existence of Google.
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14. What should be my strategy?
Small Term / Super Risky – Black Hat
Medium to Long Term / Safer – White Hat
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15. Naturalness
Important
Naturalness is also based on quantitative share!
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Unnatural Links
• Created to influence rankings.
• Manual or Automatic.
Natural Links
• Organic.
• Do influence rankings but in an
organic way.

16. Link Profile
Important
A GOOD Link for Me might be a BAD Link For You!
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Unnatural Link Profile
• High Share of Unnatural Links.
• Everything is Exaggerated.
OK Link Profile
• High Share of Natural Links.
• Has Imperfect Links.

17. How to know if you are/will be affected?
1. Unnatural Link Warning from GWT.
2. Lost/Decreased Rankings.(!!!)
3. High Volume of Unnatural Links.
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18. Unnatural Links Confusion
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DON’T USE ONLY GWT DATA!
DON’T DISAVOW LOST LINKS!
DON’T DISAVOW ALL LINKS!

19. Unnatural Link Detection
• Manual – Requires a very good understanding of the concept.
• You need to be really good in working with Excel .
• Takes way more time to implement.
• Costs much more if a Pro/Agency does it.
• Automatic – Requires a basic understanding of the concept.
• You have initial guidance.
• A Good Solution has a very low False Positive Ratio.
• Saves you Big Money and Big Time.
• Can be used to validate the work of a SEO “PRO”.
• Manual Validation is mandatory.
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20. Quick Detection Case Study
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21. Unnatural Links Still Work
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22. Unnatural Link Dilution
• Don’t focus on SEO Techniques for a moment.
• Increase Site Authority.
• Do it gradually.
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23. Unnatural Link Removal
• Be Creative in your Removal Request.
• Automate with a Manual Flavor.
• Retry at least 3 times.
• Keep a Record.
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24. Google Disavow
• Only After Unnatural Link Removal.
• Complete List of Unnatural Links.
• Be specific on what happened.
• Wait & Continue to Dilute.
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Also used for the GOOGLE classification training!

25. cognitiveSEO.com
@cognitiveSEO
facebook.com/cognitiveSEO
THANK YOU
razvan.gavrilas@cognitiveSEO.com
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BUSINESS CARD = Early Access to the Unnatural Link Detection.