building links in a penguin ridden world - bizup
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What you need to know about Google Penguin and Panda updatesTRANSCRIPT
Building Links in a Penguin-‐Ridden World How to recover, survive and prosper after
Google's latest link Armageddon
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Nice to meet you
● 7 years in SEO & Link Building (4 in iGaming) ● Former Head of SEO for Populis (Excite, Blogosfere, Mokono)
COO of BizUp: ● Search, Social and Mobile MarkeMng ● 5 Languages in-‐house (IT, FR, ES, DE, EN) ● Experience in compeMMve segments (Gambling, Finance...)
MaTeo Monari
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1) Why links?
2) The “Perfect Link” 3) TradiMonal link-‐building methods
4) Google Penguin 5) The “Perfect Link” – Revised 6) Penguin-‐proof “natural” link-‐building
What we’ll see
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• On-‐site SEO (code, structure) is the base, you car. • Content is necessary to drive it, it’s the pilot.
• Links are your gasoline (1 link = 1 vote, but not all votes have the same value...) → The harder the race, the more/beTer gasoline you need
Why links? Content is king? No, content is the pilot
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The Perfect Link (?)
l Towards your “money pages” l With your “money keyword” in the anchor text l From a site about your “money keyword” l On a page about your “money keyword” l As many as possible
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TradiMonal link-‐building methods
Link exchanges
Link pyramids & networks
Content syndication
Directories
Mass link-buys
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But Google knows many things...
l IP address of each site l Whois informaHon of each site l Email addresses in each site l Template & CMS of each site l Links (in + out) of each site l Adsense codes of each site l AnalyMcs codes of each site l WMT account of each site ... + Historical data
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...so what if things went wrong?
If Google idenHfied “dodgy” links, it could:
à Clean-‐up of most risky links
à AutomaHc de-‐penalizaHon à Manual re-‐inclusion requests
• Ignore them (= not count them)
• Temporarily penalize a site or secMon (once a certain limit was reached)
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We all hate Pandas since 2011...
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Full updates’ history: http://www.seomoz.org/google-algorithm-change
...from April 24th we hate penguins too
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Official definiMon
” [...] an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violaHng Google’s exisHng quality guidelines.
[...]
Sites affected by this change might not be easily recognizable as spamming"
( http://googlewebmastercentral.blogspot.it/2012/04/another-step-to-reward-high-quality.html )
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What it meant
1 vote
no vote
a negative vote
1 or
Google started to give NEGATIVE VALUE to some links matching a general on/off-site “over-optimization”: a site or section can be gradually, permanently devalued. Penguin is NOT a penalization.
1 link = or
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So...
• No to link exchanges • No to link pyramids and weels
• No to aggressive content syndication
• No to aggressive directory submission • No to mass link-buys
à Increased risks associated with old methods:
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...and what if you have been “hit”?
• Remove links from link networks
• Remove links with aggressive anchor texts
• Remove links from dodgy placements
• Remove links from obviously unrelated sites
• Gradually acquire “perfect” links...
à NO quick recovery: Google will have to gradually re-evaluate your profile while you...
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The Perfect Link (?)
l Just someMmes towards your “money pages” l Just someMmes with your “money keyword” in the anchor text l Just sometimes from a site about your “money keyword” l Just sometimes on a page about your “money keyword”
“NATURAL”
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What does “natural” mean?
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Natural = Similar to others
1) Who is your real competitor? Black / White hat SEO? Target? Budget?
2) In-depth analysis: Links’ distribution across pages Anchor text distribution Link development over time Site-wide links vs. links to specific pages IPs / networks Link-building methods used
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Examples of “natural” link distribuMon:
Across pages
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950515253545556575859606162630
200
400
600
800
1000
1200
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Examples of “natural” link distribuMon:
In the anchor text
113
2537
4961
7385
9759 17
21 2933 41
45 5357 65
69 7781 89
93 101105109113117121125129133137141145149153157161165169173177181185189193197201205209213217221225229233237241245249253257261265269273277281285289293297301305309313317321325329333337341345349353357361365369373377381385389393397401405409413417
0
50
100
150
200
250
300
350
400
450
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Examples of “natural” link distribuMon:
In Mme:
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But how should one get links now? 1) “Natural” link building campaign 2) “Natural” anchor texts
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“Natural” link-‐building campaign 1 : Guest PosMng / Bloggers’ outreach
l Use just as many links as in other posts. l Do not link only your site. l Spread links in the text. l Link from on-‐topic posts. l Use REAL blogs, of REAL people
l NO “site reviews” full of links l NO “blog networks” of “support sites” links l NO link-‐stuffing at end of arHcles l NO off-‐topic sites/arHcles
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Strictly NOT Connected sites
“Natural” link-‐building campaign 2 : Careful, big-‐scale arMcles’ exchanges
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“Natural” link-‐building campaign 3 : On-‐topic embeddable widgets
Odds calculator
Slots mini-game
Poker questions
(Source: http://www.widgetbox.com )
Embed code = you decide link attributes
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“Natural” link-‐building campaign 4 : Engaging content creaMon + PR
a.k.a. “Link baits”: design, production, distribution/PR
Infographics
Tools In-depth industry research
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“Natural” anchor text
• Aggressive anchor text: [...] online casino, [...] casino • Anchor text variations: [...] on-line casinos, [...] on line casino
site • Longer anchor texts: [...] this new site about online casinos • Natural anchor texts:
• [...] this page of bizupmedia.com about online casinos • [...] these blackjack games on bizupmedia.com • [...] some online casinos like this or that
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1) Links are sHll a key SEO element
2) The concept of “Perfect Link” has evolved 3) Google Penguin made links potenMally “negaMve”
4) Old link-‐building methods are now more risky
5) Penguin-‐proof link-‐building is sMll possible
To recap
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Thank You!
COO of BizUp srl
twitter.com/matteo_monari
matteomonari
ujigeng
MaTeo Monari
hTp://www.bizupmedia.com/en/