Christoph C Cemper - LAC 2017 - Link building & off-page SEO for 2017 and beyond
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Link building & off-page SEO for 2017 and beyond @cemper
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Transcript of Christoph C Cemper - LAC 2017 - Link building & off-page SEO for 2017 and beyond
Link building & off-page SEO for 2017 and beyond
@cemper
Hey London!
About Christoph C. Cemper
Founder & CEO of
SEO & Marketing since 2003
@cemper
Orange Jacket and SEO
#TBF – Throwback Friday – SEOkomm 2011
SEOkomm 2011 Presentation – „Link-Datenbanken im Vergleich“ – Christoph C. Cemper
Combine and re-crawl as many link sources
as possible.
Some quotes…From last year…
„The penalty scared me, so I didn‘t do a thing with links“
- Ingo, 2016
„Penguin Shock“
Fear the Penalty better doing nothing?
Do we know all about Links?
Canonical‘ed LinksLinks from a REL-Canonical page
?
Do they “count”?
REL-Canonical = „Preferred Version“
A canonical link element is an HTML element that helps webmasters prevent duplicate content issues by specifying the "canonical" or "preferred" version of a web page as part of search engine optimization. It is described in RFC 6596, which went live in April 2012.
page A Rel-canonical
page
ME
Link counts?How much?page
THEMLink counts?
Link
sLink
s
Link
s
No link on A!
Google confirms: Links are important
1
Google‘s John Müller
Links in particular are really important to Google.
September 2016
And also…
Links still No#1 Ranking Factor
March 2016
Andrey Lipattsev – Search Quality Senior Strategist at Google’s March 2016
YOU CAN NOTNOT SEE IT.
Or “switch off”.
Understanding Not All Links Are
Equal
2
NOT ALL LINKS
ARE EQUAL!
JUST COUNTING LINKS?
DO NOT JUST ASK
HOW MANY LINKS ?
BUT ASK
HOW MANY LINKS
…
ASK FOR
HOW MANY LINKINGPAGES …
ASK FOR
HOW MANY LINKING
DOMAINS…
ASK FOR
HOW MANY LINKING
ROOT-DOMAINS…
ASK FOR
HOW MANY LINKS PER
MONTH(Link Velocity Trends)
ASK FOR
WHICH TYPE OF LINKS
(Follow, NoFollow, Redirects, Javascript, Frames, …)
ASK FOR
WHICH LINKING POWER…
ASK FOR
WHICH LINKINGTRUST…
ASK FOR
WHICH LINKING RISK…
(Link Detox Risk)
ASK FOR
WHICH LINKING
KEYWORD?(commercial or branded)
AND MORE ASPECTS
… for EACH LINK.
EXAMPLE: “1000 backlinks”
A single domain linking out from 1.000 sub-pages
IS NOT LIKE1.000 domains linking to you
from a single page
Therefore: “Site-Wide Filter”
BUT How many linking PAGES and how many linking DOMAINS?
and FOLLOW vs. NOFOLLOW? and POWER? TRUST? and LINK VELOCITY?
BRAND VS. MONEY?….
Google Penguinchanged SEO
3
What is Google Penguin?
AutomatedLink Spam Fighter
History of Google Penguin Updates
THOUSANDS OF VICTIMS…http://www.linkresearchtools.com/case-studies/check-your-old-backlinks/
History of Google Penguin Updates
THOUSANDS OF VICTIMS…
How does a Google Penguin Penalty
look like?
a 99% TRAFFIC DROP hurts
Link Detox Risk®This can mean
a penalty
NEW in Google Penguin 4.0
Google Penguin 4.0
“Real Time“Negative SEO
http://www.linkresearchtools.com/case-studies/questions-answers-real-time-penguin/
“Granular Effects“
= specific Filter for
DirectoriesSub PagesKeywords
http://www.linkresearchtools.com/case-studies/granular-real-time-google-penguin/
Disavow-File Upload NOT ENOUGH
Links must be re-crawled
… for the Disavow to work
AND NEW: … that Penguin signals get calc’ed.
BECAUSE…
https://support.google.com/webmasters/answer/2648487?hl=en
UP TO 9 MONTHS…
3 DAYS usingLink Detox Boost
Audit Your FULLBacklink Profile
4
Audit Your FULLBacklink Profile
Not just a couple %
4
If you have 17 M linksThen Looking at 500k
of them is NOT
A „Top Level“ Approach?
(as an expert called it)
If you have 17 M linksThen Looking at 500k
IS
a mere 3 %
~ 1/30th of your work
Looking at 500k links of 17M is not an awful lot.
What 500k links of 17M links mean for your backlink audit coverage
Links You Audited Links You Didn't Audit
Not All Redirects are equal
5
• http://www.linkresearchtools.com/case-studies/double-manual-google-penalty-success-302-redirects-harmful/
August 1, 2014
https://plus.google.com/+JohnMueller/posts/PY1xCWbeDVC
https://twitter.com/randfish/status/758001482935341056
We want to push rankings with Links and Redirects and not „Pass Page Rank“
That’s been the case forever
extremely shortened…
(months of SEO tests)
TestedTested
http://www.linkresearchtools.com/case-studies/11-things-didnt-know-links-redirects/
Conclusion „Anchor Text Passing“
via 301, 302, 307ONLY the 302 seems fast and stable!
Tested
http://www.linkresearchtools.com/case-studies/11-things-didnt-know-links-redirects/
Redirects pass Link Penalties
6
Since Penguin 2.0 2013!
Penalty via Redirect – “How it works”
http://www.linkresearchtools.com/case-studies/penguin-2-0-penalty-home24-de/
2.0
HOME24 - 2013
Old Linkshelp you, if you keep
them
7
Deleted links will let you drop.
“Ranking without Links” ~2014
A really strong Power*Trust-Link deleted in Feb’14.And down we go…
Monitor your Backlinks
Reclaim your Links!
Link Juice Recovery= Website Relaunch Tool
Link Building with Broken Links
8
WIKI “Broken Links”
Find broken links (I.e. in Wikipedia)
WIKIGRABBER
http://www.webpagefx.com/seo-tools/wikigrabber/search/
https://chrome.google.com/webstore/detail/link-research-seo-toolbar/eagkigdnclikabndlojagifehppodooi/
Check My Links
https://chrome.google.com/webstore/detail/check-my-links/ojkcdipcgfaekbeaelaapakgnjflfglf
„NEW“: Links also from sub pages!
9
Also called “Presell Pages”
http://diggitymarketing.com/topically-relevant-pbns/
PRESELL PAGES?
Instead of “Home page links”
1. A sub page with very good relevant content2. Home page link and/or category link to
that page3. Link from that “relevant page” to you
PRESELL PAGES?
PRO TIP: Build Links to Your Links
PRO TIP: Promote „Your Links“
The BEST Links
10
The BEST Linksare the links that your competitors cannot get.
http://lrt.li/hello
FREEBrowser
Extensions
Link Redirect Trace
Understand all your redirects in all detail
Improve User-Experience - Find and fix slow
redirects using redirect timings
Spot On-page SEO issues
Analyze and reduce redirect hops
Track links from advertising & affiliate networks
LRT Power*Trust
See the Power and Trust of a domain
See the Power and Trust of a page
Discover great places to get links from
Link Research SEO Toolbar
See the Power and Trust of a domain or page
Discover great places to get links from
See how successful a page is on social media
Understand user engagement
See the strongest pages by Keyword Ranking
Spot drastic changes in the number of links
ASK ME ANYTHING
@cemper
