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Advanced Link Buildingin 2009 and beyond …
Christoph C. Cemper
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Motivation
• Give update on actually USED techniques
• Still LOTs of outdated information out
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Link Building Over Time (2004)
OMG, I got banned from Google for pointing a PR8 sitewide link at my 3 days old datafeed site domain!
Lesson learnt: don‘t overdo it
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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About Christoph C. Cemper
• Software Architect (IT Diploma)
• Masters Degree in Marketing/Sales
• Ex-IBM, ex-HP• Today: General Manager,
Owner, Project Manager
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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About CEMPER.COM
• Started in 2003 Doing links since 2003• Over 400 current international clients SEO Consulting for premium clients Developing SEO software Running some successful sites on
topics like travel, electronics, finance …
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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What I expect from you
• Know WHY you need links• Have been building/buying/stealing
links• Have wondered before why link
building/etc. „stopped working“
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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What DID matter in link building
• Precise Anchortext– Because LSI is in full effect and anchor text filters (since 2006!)
• Google Pagerank– Because it‘s crippled by Google (since 2007!)
• Alexa Rank– Because it‘s skewed (since ever)
• Google Backlinks– Because it‘s crippled by Google (since 2004!)
• Google Cachedate– Because it‘s crippled by Google (for a while!)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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What, no page rank?
Matt CuttsSays(SMX Advanced
Seattle 2008)
We return random page rank data if we feel like to – it‘s fun!
• Lesson learnt: don‘t look at PR
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
10What still DOES matter in link
building!
RELEVANCY&
TRUST
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
117 Golden Rules of White Hat Link
Building
1. Relevant page & in content links2. Domain trust3. Natural anchor text4. Nofollow5. Juicy Page (you‘ll get instructions and our secret tool!)
6. No Spam!7. Don’t buy links for page rank!
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Link Building Over Time (2005+)
GoogleGuysays
Build Content for Users, Not for
Search Engines
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
13Golden Rules of White Hat Link
Building (1)
Relevant page with in-content links
• „Presell Pages“– Coined by Aaron Wall in 03/2005– Links in RELEVANT content – R.I.P irrelevant footer links (devalued 2004)
• Lesson Learnt: – build links on relevant content pages!
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Trust Rank
You need links from trusted sites to become trusted!
• Trust of linking FROM & TO domain • Domain Age important• Co-Citations super important … Q?
Golden Rules of White Hat Link Building (2)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Trust Rank also means…
Link quality is relative…
– Trusted domains respond differently & more quickly
– Trusted domains = more LSI
• Lesson Learnt: – build trust, not (only) links!
Golden Rules of White Hat Link Building (2)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Co-Citations & Neighborhood (2006+)
• Co-Citations & Neighborhood IMPORTANT– WHO you link to with is– WHO is linked with you is
important!– Awesome graphics by JimBoykin
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Co-Citations & neighborhood(2006+)
• Bad co-citation example
• AND – it‘s a navigational text link – devalued ANYWAYs …
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Natural Anchor Text Distribution
Golden Rules of White Hat Link Building (3)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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• Google Update August 2009
• -50 Penalty on Keyword / Page basis• Anchor Text Overoptimization!
Golden Rules of White Hat Link Building (3)Natural Anchor Text – Google -50
Penalty
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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• Solution– Vary anchortext– Add nofollows– add „useless“ anchortext
• Brandname• Site-URL• „cool site“ – „click here“
Golden Rules of White Hat Link Building (3)Natural Anchor Text Case Study (3)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Normal users don’t care about anchortext
(and if all your links look like they were built by an SEO then you‘re in BIG trouble)
Golden Rules of White Hat Link Building (3)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Do you build NOFOLLOW links?
(on relevant pages that is!)
Golden Rules of White Hat Link Building (4)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Yes, also - because you don‘t look at pagerank
(do you?)
Golden Rules of White Hat Link Building (4)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Even more YES, because normalnormal users don‘t care
about NOFOLLOWeither
Golden Rules of White Hat Link Building (4)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Juicy Page =
it does rank!
I will show you in a minute how to check!(and give you access to our internal tool!)
Golden Rules of White Hat Link Building (5)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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No Spam!
• Links on duplicate content pages – AKA article directories / article sites
• Adding Links INTO pages that are years old• Bad Neighborhood
Golden Rules of White Hat Link Building (6)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Choose your link sources carefully!!
OMG it‘s full of SPAMAnd we‘re in the
middle of all these link buyers!
DO NOT GET A LINK HERE!!!
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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DON‘T BUY LINKS
FOR PAGE RANK
Golden Rules of White Hat Link Building (7)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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BUT, You don‘t
look at pagerankanyway!
(do you?)
Golden Rules of White Hat Link Building (7)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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The Secret Gardens
• Check if a page is JUICY• Finding relevant pages for links
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Check if a page is JUICY (1)
• Pick unique phrase
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Check if a page is JUICY (2)
• Google for it in quotes
stealing my content?Need to DMCA again!
#1 for our phrase – won the JUICE contest
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Check if a page is (NOT) JUICY (3)
DoesTHISLookLikeA
Nice Site?
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Check if a page is (NOT) JUICY (4)
Hmmm… That site could not
be found in these 6, maybe in
the filtered results?
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Check if a page is (NOT) JUICY (5)
Oh man!142 spammy article syndication
sites same content…
Is „my“ page there at all?
No, the site wasNot found in the 142Results at ALL
It‘s a DEAD page!
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Check if a page is JUICY (6)
Prefer to have this info
at the click of a button
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Check if a page is JUICY (7)
• YOU now can use our JUICE tool too…
Leave your business card to get early access!
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Finding relevant pages
If Google thinks a page is very relevant for a
keyphrase, then it probably is (in Google‘s
eyes!)
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Finding relevant pages for links
Digging thru those could take some time tough…
Damn, I‘d better find a new job, this link builder job looks like A LOT of
hard work…
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Finding relevant pages for links
• Use Combinations!
my keyword informationmy keyword review
buy my keywordpurchase my keyword
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Finding relevant pages for links
• Then look at– Is the page juicy?
• It should be if you found it in Google – did you check?
– Are there any spammy looking links on there already that look like a link-seller-paradise?
– If it looks like spam to you, it probably does to Google as well!
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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More tools …
• More
– Common Back Links tool (Competitor Links)
– Common Outbound Links (AKA authority finder)
– Backlink and Anchor Text Tool – Over 27 analysis parameters
• Not just PR + Cache, but we got those too…
Leave your business card to get early access!
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Basic Tools you will need
• Google• Firefox• SEOQUAKE• SwitchProxy Plugin• Spreadsheets or good CRM-like
software
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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Summary
• Don‘t look at Pagerank, Alexa, etc.• DO obey the
7 Golden Rules of White Hat Link Building
• Don‘t worry about wasting PR or anchortext• Think like a user, not an SEO!• Be efficient!
(C) CEMPER.COM 2009 - [email protected] - twitter.com/cemper
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THANK YOUR FOR YOUR ATTENTION!
QUESTIONS ?Want to have early bird access
to our LinkResearchTools?Please leave your business card.
We got a FREE Link Building Training (Signup)
In other cases feel free to contact me:[email protected]
http://www.cemper.com/ http://www.LinkResearchTools.com