Penguin: The Cause, The CureAnd The Future

Hey, I’m Scott

I Drive Fast Beetles

Why?

Good For Users

Even Better For Users ;)

So What The Hell Happened?

Company “A” Anchor Text

#WTF

Company “B” - Link Velocity

Something Dodgy Happened

But These Are Not The Root Cause

Other Penalised Sites Killed You

Linking Anchor TextRelevance of Links

Quality of Content

Networks

Oh Shit!!!!

WMT Link Warning V1

Option 1 – Do Nothing

Option 2 - Pray to God

Option 3 Link Removal

What Do I Need to Remove Links?• Backlink Analysis Tools (Majestic, SEOmoz etc..)• A way to pull metrics (NPChecker)• Mozilla Thunderbird – Great for bulk emailing• Excel Skills• Email Template• Time

Finding The CrittersLook for:

• Sites with the same IP Address• Sites that appear multiple times• Sites with SEOmoz metrics but no TBPR• Sites linking with exact match Anchor Text• Low Quality Affiliate / Link Networks

Quick Tips For Outreach• Automate to reduce time• Personalise your emails• Be nice to webmasters• Explain exactly what you need done• Give reasons why it would benefit them/you• Explain the risks to their site• *Do NOT offer money*… yet

An Email Like This Is Enough

#WTF???

WMT Link Warning V2

Questions So Far?

So Lets Get Some Great Links

So What Should We Do?

But This Guy Is Always Watching

Lets Get Natural

There Are A few Solutions

• Ask bloggers to guest post on your clients blog• Become bloggers ourselves and gain authority• Employ bloggers to build links• Create static link bait

But This Involves Lots of Hard Work

But You Will Get More In Return

Bloggers Guest Posting For Your ClientYou Get:

• Free Content• Free Social Exposure– Increased readership

• Chance of conversions

– Sends additional signals to Google• Google Authorship– Result appears at top friends searches– Likely Future Ranking Factor

What About The Link?

Why Not Create Blogger Badges?

Finding Great Bloggers Is Easy

Follow These Steps

1. Create a mind map and find your real demographic

2. Use tools such as FollowerWonk to find those with authority

3. Pull metrics with NPChecker

Penguin Proofing Traditional Link Building

• Get links from your demographic• Think about user value not SEO value• Create lasting relationships not 1 night stands• Get your links some social love• Think about future Google updates

Questions?P.S Follow me on Twitter @Scott_McLay