lessons in link-building and good seo - christoph cemper, link research tools

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CHRISTOPH C. CEMPER RECOVER – PROTECT – BUILD Christoph C. Cemper

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Just one Google penalty is enough to destroy years of progress in building a website and making sure it stays in line with the search engine’s rather unforgiving algorithm. Negative SEO is not something agencies, affiliates or any website manager can afford to entertain, but help is on the way. Join Link Research Tools’ CEO Christoph C. Cemper for an all-encompassing lesson on the art of intelligent site building. His presentation will delve deep into SEO-boosting tactics while exposing some of the dos and don’ts of search optimisation. Those pencils will have to be sharpened as Christoph displays the key learnings from 1000s of recovered websites, garnered over ten years of successful link-building.

TRANSCRIPT

Page 1: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

C H R I S T O P H C . C E M P E R

RECOVER – PROTECT – BUILD

Christoph C. Cemper

Page 2: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

AboutChristoph C. Cemper

SEO

Founder of

LinkResearchTools

Creator of Link Detox

Page 3: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

NICE TO BE HERE

Page 4: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

ABOUT

• 20 SEO Tools in one suite

• Domain & Link Analysis

• Competitive Research

• Link Audits

• Penalty Recovery

• Website Relaunch Support

Page 5: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

ABOUT• 4 SEO Tools

ONLY for Penalties

• Link Detox

• Link Detox Screener

• Competitive Link Detox

• Link Detox Boost

Page 6: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

RECOVERPROTECTBUILDRANKINGS.

RESULTS.

Page 7: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

RECOVERRANKINGS.

RESULTS.

Page 8: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

WHO KNOWSTHIS GUY?

Page 9: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

WHO KNOWSTHIS GUY?Matt Cutts, Head of Google Webspam TeamFighting SEO Spam since January 2000

Page 10: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

BUT: GOOGLE PENALTIES ARE HAPPENING.

The question is WHEN…

And WHO gets hit.

Page 11: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

A 99% DROP IN TRAFFIC HURTS

Page 12: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

A 99% DROP IN TRAFFIC HURTS

Page 13: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

IF GOOGLE CALLS YOU „PURE SPAM“

Page 14: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

EXPEDIA Also BIG BRANDS SUFFER

Page 15: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

WHATS GOOGLE PENGUIN?It‘s an automated Spam Fighter.

Page 16: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Natural Links VS Unnatural Links

Page 17: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

THE GOOGLE PENGUIN LINK TASTEPenguin hates

Low quality links Over optimized anchor text Keyword stuffing

Penguin likes

Natural links Contextual thematic links Diversified anchor textThis is unacceptable

Page 18: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Negative SEO: A QUICK introduction

Page 19: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

History of Google Penguin UpdatesTHOUSANDS 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)

Page 20: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

PENGUIN 3.0 EFFECTS

Disappointment that it’s too softBUT: still rolling outEffects in US, UK, TR, FR, DEPenguin Ripple Effect Joy about recoveries

Page 21: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

WORKING HARD PAYS OFFSuccess Stories of Link Detox users after Penguin 3.0

Page 22: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

BEFORE…

http://www.linkresearchtools.com/case-studies/google-penguin-3-0-recovery/

Page 23: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

AND AFTER

http://www.linkresearchtools.com/case-studies/google-penguin-3-0-recovery/

Page 24: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

RECOVERY JOY – 300% INCREASE

http://www.linkresearchtools.com/case-studies/google-penguin-3-0-recovery/

Page 25: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Success storyRick Lomas:www.foldingbikeguide.co.uk

Page 26: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Success storyMarc Enzor:www.geeks2you.net

Page 27: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Success story

www.elikarealestate.com/

Page 28: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Success storyDarryl Coombeshttp://www.webseo.co.za/

Page 29: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Success storyDarryl Coombeshttp://www.webseo.co.za/ Marc Kenigsberghttp://bitcoinchaser.com/

Page 30: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

Success story

@linkdetox @cemper @lnkresearchtool

Page 31: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Penguin 3.0 NOT FINISHED YET

Page 32: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Google does not do what google says

- Nofollow links

- 302 redirects

Don‘t pass PRBut are part of link profiles.

And objected by Google.

Page 33: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

WHAT SHOULD WE DO?

Page 34: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

PROTECTRANKINGS.

RESULTS.

Page 35: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

IMPLEMENT LINK RISK MANAGEMENT

ONGOING Link Audit, Outreach, Disavow and Boost

WEEKLY!

Page 36: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

LINK RISK MANAGEMENT = How to protect your site!

Continuous monitoring Link Alerts

Page 37: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Ongoing AUDIT, outreach, disavow and BOOST

Page 38: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

ONGOING AUDIT, OUTREACH, DISAVOW AND BOOST

Page 39: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

ONGOING AUDIT, OUTREACH, DISAVOW AND BOOST

@linkdetox @cemper @lnkresearchtool

Page 40: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

ONGOING AUDIT, OUTREACH, DISAVOW AND BOOST

Page 41: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

ONGOING AUDIT, OUTREACH, DISAVOW AND BOOST

Page 42: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

ONGOING AUDIT, OUTREACH, DISAVOW AND BOOST

@linkdetox @cemper @lnkresearchtool

Page 43: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

BUILDRANKINGS.

RESULTS.

Page 44: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

WHAT TOAVOID

Page 45: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

How PEnguinPROBLEMS look like

Page 46: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

oR So

HIGH RISK

Page 47: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

THIS MEANS...

…it is NOTabout

a single Risky Link

Page 48: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

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

per Link 11 Cent… COME ON!

Page 49: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

now: risk per LINK!

How Might Your Links Harm YOU?

Page 50: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Patterns to watch out Not indexed domains Dangerous domains (Malware, Malicious or Virus) Weak domains Link networks Article Directory Links Spammy forums Location problems

Page 51: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Bad Link Building strategies Buy Links

Page 52: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Bad Link Building strategies Free Directories

Page 53: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Bad Link Building strategies Forum/Blog Spamming

Page 54: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Bad Link Building strategies Link Swaps

1:1 Triangle Link Wheels

Page 55: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Bad Link Building strategies Automated Guest Blogging

„Guest Blogs“ that are paid links

STILL GOOD: Original Content + Authority Sites

Page 56: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Bad Link Building strategies Money Keyword Link Growth with

Widgets Themes Infographics

Page 57: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Advanced Link Building strategiesCommon backlinksLink juice thiefMissing linksCompetitors strongest links with low riskWHAT-IF Analysis= Link Opportunity Simulation

Page 58: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

BUYING LINKS? Should I Buy Links To Improve Google

Rankings?

SHORT ANSWER – NOT IF THEY LOOK LIKE PAID LINKS!

Problem is – Link Sellers Are Rarely Discreet

@linkdetox @cemper @lnkresearchtool

Page 59: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

Consequences of non-discretion

Page 60: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

Ask for links!It's OK to ask for links -- if you do it the right way.

@linkdetox @cemper @lnkresearchtool

Page 61: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

Do something newsworthy! This is the most important thing to do, but it's also the hardest way to earn links Press releases are still important, but they're more useful for spreading the word about

something important your company did -- such as hiring a noted executive, releasing a new product or embarking on a charitable endeavor.#

Same with Social – not for the links, but the exposure that gives links

Page 62: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

Convert Non-Linking Brand Mentions Into Links With some good PR follow up you can usually convert that into a ‘link’ and add some extra

value to the piece they have written, so everyone wins. How: Setup Link Alerts – filter my “MENTION” For historic mentions: run BLP – filter by MENTION – shoot opps into Pitchbox

@linkdetox @cemper @lnkresearchtool

Page 63: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Common backlinks

Page 64: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Link Juice Thief

Page 65: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Missing Links

Page 66: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

Competitors Strongest links with low risk

Page 67: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

WHAT-IF = LINK OPPORTUNITY RISk CHECKBETTER TO BE SAFE ... THAN SORRY

Page 68: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

SEO tips!

SEO is not a one-shot process.

Page 69: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

Fresh content Add new, useful content to your pages on a regular basis. Content freshness adds relevancy to

your site in the eyes of the search engines.

Page 70: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

Don’t be obsessed with PageRank! It is just one isty bitsy part of the ranking algorithm. A site with lower PR can actually outrank

one with a higher PR.

Page 71: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

Check for canonicalization issues Check for canonicalization issues – www and non-www domains. Decide which one you want

to use and 301 redirect the other to it.

Page 72: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Be different! Diversity is the key to success for your website to be high scoring. Be different from what

others do.

Page 73: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

EVEN MORE LINK TIPS Join associations Reach out to the press Get reviews Give testimonials Offer internships Attend offline events Organize contests Support local sponsorship

MORE:

http://www.linkresearchtools.com/case-studies/link-building-tips-small-business-smb

Page 74: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

AND MUCH MORE TO LEARN

http://www.linkresearchtools.com/case-studies/

Page 75: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

SEO is not a one-shot process!!! The search landscape changes daily, so expect to work on your optimization often.

Page 76: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

EXPECT ALWAYS RUNNING PENGUIN ALGO

Penguin Still running Maybe forever

Protect your site Link Alerts Link Detox Weekly Disavows Weekly Link Detox Boost

Page 77: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

Give me Your Business Cardand I will give you a

FREE MONTH ACCESS TO LRT

=

Page 78: Lessons in Link-Building and Good SEO - Christoph Cemper, Link Research Tools

@linkdetox @cemper @lnkresearchtool

THANKS A LOT

QUESTIONS?

CONTACT US

[email protected]

http://www.linkdetox.com

http://www.linkresearchtools.com

http://helpdesk.linkresearchtools.com