Introduction to Google Penalties, Link Audit and Link Risk Management

@linkdetox @cemper @lnkresearchtool

Christoph C. Cemper

Introduction to Google Penalties, Link Audit and Link Risk Management

@impactana @cemper @lnkresearchtool @linkdetox

AboutChristoph C. Cemper

SEO & Marketing since 2003

Founder & CEO of

LinkResearchTools

Link Detox

Impactana


ABOUT20 (soon 21) SEO Tools in one suite

• Domain & Link Analysis

• Competitive Research

• Link Audits

• Penalty Recovery

• Website Relaunch Support

• Link Opportunity Review for risk of potential links


ABOUT4 SEO Tools ONLY for Google Penalties

• Link Detox • Link Detox Screener• Competitive Link Detox• Link Detox Boost


ABOUT

Find content and people that make an impact.

New Product for

• Content Marketing• Video Marketing • Influencer Analysis

Closed Alpha Launch Monday June 15http://impct.at/ImpactanaJun15

http://impct.at/ImpactanaJun15

WHAT MATTERS in SEO?

RANKINGS.

RESULTS.


IS THIS GOOD SEO?


NO BIG DEAL THAT IS MY BRAND

„Glory Terms“

Vanity Search

IF you don‘t have brand rankings…

… you are really in troubleor wrong brand


MONEY KEYWORDS MATTER


BRAND KEYWORD SEARCH


MONEY KEYWORD SEARCH

WHO KNOWSTHIS GUY?

Matt Cutts, Head of Google Webspam TeamFighting SEO Spam since January 2000On Leave since July 2014


GOOGLE PENALTIES ARE HAPPENING.

The question is WHEN…

And WHO gets hit.


A 99% DROP IN TRAFFIC HURTS


A 99% DROP IN TRAFFIC HURTS


IF GOOGLE CALLS YOU „PURE SPAM“


BIG BRANDS are not immune

Types of Google Penalties


◦ Link Based Penalty – Google Penguin

◦ Content & Site based penalty – Google Panda

„Big“ Automated Penalties („Filters“)


◦ Pure Spam◦ Unnatural Links to your Site◦ Hacked Site◦ Thin Content◦ Pure Spam◦ User-Generated Spam◦ Cloaking and Sneaky Redirects◦ Hidden Text and Keyword Stuffing◦ Spammy Freehosts◦ Spammy Structured Markup

http://www.linkresearchtools.com/case-studies/google-manual-action-penalties-recovery/

Manual Penalties („Manual Actions “)





Manual Actions over Time


◦ „Deep Dive“ by Google Spam Team◦ Competitors complaining to Google◦ Negative SEO


Triggers for Manual Penalties





◦ Google Pigeon Update – Targeting Local SEO & Maps

◦ Payday Loans Updates – Targeting Notoriously Spammy Industries

◦ Pirate Update – Targeting copyright violations (DMCA)

◦ Quality Update

◦ Mobile Update aka “Mobilegeddon”

Other Google Updates (causing Penalties)

WHAT IS GOOGLE PENGUIN?

It‘s an automated Spam Fighter.


Natural Links VS Unnatural Links


History of Google Penguin Updates

THOUSANDS OF VICTIMS… Penguin 1 on April 24, 2012 (impacting around 3.1% of queries)

Penguin 2 on May 26, 2012 (impacting less than 0.1%)

Penguin 3 on October 5, 2012 (impacting around 0.3% of queries)

Penguin 4 (AKA Penguin 2.0) on May 22, 2013 (impacting 2.3% of queries)

Penguin 5 (AKA Penguin 2.1) on October 4, 2013 (impacting around 1% of queries)

Penguin 6 (AKA Penguin 3.0) on October 17 (impacting around 1% of queries)

Penguin Everflux – December 10, 2014


LINK BUILDING changed

http://webcertain.tv/vod/5-past-keynote-christoph-cemper-link-research-tools/1234

http://webcertain.tv/vod/5-past-keynote-christoph-cemper-link-research-tools/1234


What Penguinhates?


Google Penguin hates◦ Low Quality Links◦ Over Optimized Anchor Text◦ Keyword Stuffing◦ Paid Links◦ Automated Spam Links◦ Link Directories◦ Article Directories◦ Free For All (FFA)

EVERYTHINGTHAT IS

EASY AND CHEAP

This is unacceptable


What Penguinloves?


Google Penguin likesPenguin likes

Natural Links

On Topic Links

Diversified Anchor Text

EVERYTHINGTHAT IS NATURAL

YEAH!


lrt.io/semrush-3

http://lrt.io/semrush-3


What toDO?


Link Risk Management


Recover your site from a Google Penalty

Protect from new bad backlinks and negative SEO

Build Safe links with audited Link Detox Risk

Ongoing Link Audit Process


Recover your site!


There are two possible solutions:


1. Collect all your backlinks

2. Gather them all on one place

3. Remove duplicates

4. Check every backlink

5. Identify and disavow risky ones

6. Collect them in one document

7. Upload them to Google Search Console (GWT)

8. Wait up to 9 months

Option A – Manual Review


Option B – Link Detox


Start your Link Detox report


Analyze your results


Check your backlinks


Outreach to webmasters


Review your backlinks manually


Recover faster: Link Detox Boost


Boost & Measure Google Crawling


Protect your site!


Monitor your backlink profile

Continous Monitoring with Link Alerts

◦ New spammy link spikes

◦ New virus links

◦ New malware links

◦ But also new MENTIONS to convert


Ongoing cleanup, disavow and outreach


lrt.io/semrush-111


GETTING SAFE LINKS


Some cheap „Mickey Mouse Desktop tool“ with „Private Proxies“

EXCEL

GMAIL with some „cool“ plug-ins to „save you time“

Using these „great“ tools?


These are your TIME KILLERS

= EXPENSIVE = NON Scalable


BLP for link research + Pitchbox for outreach

No Excel involved. No Gmail involved. No Time Wasters.

Convert mentions into backlinks


◦ people linking to your Twitter to link to your site◦ people linking to your .COM if you also have a .ES◦ people linking to your old website, but not to the new website◦ people linking to your competitors but not to you

◦ LRT Missing Link Tool (MLT) + PitchBox◦ No Excel involved. No Gmail involved. No Time Wasters.

Get Linkers to LINK


Website Relaunch Tool = Link Juice Recovery (LJR)

◦ Find links to missing pages◦ 301 Redirect them in minutes!

◦ LRT Missing Link Tool (MLT) + PitchBox◦ No Excel involved. No Gmail involved. No Time Wasters.

RECOVER LINK JUICE


lrt.io/semrush-7



Link Detox Risk


LinkDetoxOne.comEnglish, German, Russian, Polish, Turkish, Spanish, Portugese

http://www.linkdetoxone.com/


◦ Monitor your competition

◦ Learn what works and made an impact

◦ Look at the right numbers ◦ Buzz is distribution, volatile, easy to fake◦ Impact is the long term effects that we‘re after

◦ Find and use best practices for your content

◦ Reach out to Influencers that made an impact

Content Marketing that makes an impact



BUZZ - IMPACT


BUZZ - IMPACT

But alsoSpammy & Unnatural

Links


http://impct.at/toolbarchrome

http://impct.at/toolbarchrome


www.linkdetox.comwww.linkdetoxone.comwww.linkresearchtools.com

[email protected]

Thank you so much!

ALL THE LINKS IN HERElrt.io/semrush-webinars

www.impactana.com

[email protected]

http://www.linkdetox.com/

http://www.linkdetoxone.com/

http://www.linkresearchtools.com/

mailto:[email protected]

http://lrt.io/semrush-webinars

http://lrt.io/semrush-webinars

http://www.impactana.com/

mailto:[email protected]

Internet

Introduction to Google Penalties, Link Audit and Link Risk Management