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1. LINK REMOVALS AND AVOIDING THE WRATH OF
GOOGLE
Kirsty Hulse
SEO Strategist – DigitasLBi
kirstyhulse.com/blog
@kirsty_hulse
• When Should We Think About
Removing Links?
• How Can We Make It As Painless As
Possible?
• Avoiding The Wrath Of Google –
What Is The Future?
11. DO
Ensure the link is actually removable
Offer to give SEO or Social advice in
exchange
Include the link in question in the email
(prioritse your mail mergers)
Suggest adding no follow
‘Bad’ links can be on high quality
sites (advertorials etc), use this as an
opener.
PICK UP THE PHONE
15. WE NEED TO KEEP BUILDING LINKS, AT SCALE, FOR OUR
CLIENTS
16. Matt Cutts said in his most recent
Webmaster video…
‚A page with more links pointing to
it has higher page rank […] and if it
has higher page rank then we might
think that it’s a better match for
users queries.‛
17. How To Build Links At Scale
WHAT IS THE FUTURE OF LINK BUILDING?
18.
19. AUTHORSHIP
At Pubcon last week Matt Cutts confirmed that Google is going to
continue moving in the direction of authorship.
We shouldn’t simply be thinking about where we can post
content, but also thinking about how to build relationships and get
influential authors posting on our sites.
21. MACHINE LEARNING & SEO
Machine learning algorithms essentially mimic processes like those occurring in the
human mind.
And Google is starting to get good at it - within three days it had created a
neural network that can recognise cats and human faces.
What does this mean for SEO?
SEOs will need to start
thinking as though
Google has the
capacity of a human
tester
As we saw with
Panda, machine learning
algorithms are difficult to
reverse engineer – so
SEO needs to be quality
from the off
22. SO THEN LINK BUILDING, JUST BECOMES PURE ADVERTISING
PLUS MANY MORE – anchor text, sites with malware, are site-wide, identical C-Class, bad neighbourhoods etc.This is what we know Google is looking at now – but what about future links.
Don’t sit trawling through your clients/sites backlink profile in isolation – consider it alongside competitors, what they are doing and how they are performing.A handful of bad links amongst other high authority brand ones? Probably don’t worry so much about that.PLEASE before investing bags of time going through every single link with a fine toothcomb – make sure any penalties are not on site ones.
Careful not to blindly panic and respond immediately to Google changes – a lot of what they say is likely FUD tactics (fear, uncertainty and doubt).
these won’t be exhaustive, but will give an idea of the types of link you should be looking for. Why make life harder than it needs to be?I personally like linkresearchtools – it’s excellent at pulling out high risk links, such as deindexed sites and those with Malware, really quickly. ONLY USE ONE TOOL. You can pretty much do all the link analysis you want in excel. SEOtools By NeilsBosma allows you to pull header stats, whoisiformation, filter by domain name.You DON’T need an additional step here – looking in excel is enough
Check links at speed by automatically downloading each page using HTTrack and grepping the source code
This pisses me off. I see SO many people doing it and it’s just not polite. When people email my blog and ask for links to be removed (because we’ve essentially been running a link farm for 4 years) you’re immediately on the back foot. And I don’t like you.People know what you’re up to…pretending you’ve changed your internal brand policy or something just won’t cut it.Pay. Contentious, I know and I imagine we can have some nice debate about this later but my thoughts kind of are…we fucked ourselves a bit paying bloggers/sites etc FOR links. I have done it. I advocate it. It’s easy/cost effective and can work…BUT if we can try and avoid getting ourselves in that situation for removing them as well, then let’s try. Maybe it’s too late.
I would probably say…don’t even bother trying to get syndicated links removed. You’ll just waste your time.If you ask a tumblr owner to remove or nofollow just one link on a post they might. If you ask the same tumblr owner to remove or nofollow a link from one post and a bunch of tag posts generated by that original then they’re less likely to as you’re making it look like moer work and making it look like you don’t understand tumblr.Why as an industry – are we terrified of the phone?
Not mine – I disavow at a domain level.
So I’m going to be really ground breaking and talk about the importance of social…I have a client which owns 2 brands, both operating in exactly the same space, offering exactly the same products – just with 2 different demographic positions to capture as much share of the market as possible.Same ATL activity, SEO budgets, same SEO activity, same platforms, levels of engagement, same domain age etcetcOne brand invests heavily in social and is over 35% of their entire marketing budget.The other barely does anything at all.… guess which brand is which?Links have little / no effect without social wrappers
Author Crawler is FREE and identifies linking authors. It ALSO identifies any other sites they may contribute to. Linkdex also does lots of clever stuff with authorship – iodentifies authors in your niche that don’t link.We shouldn’t just be thinking about where we can post content, but also thinking about how to get authorative authors to post on our own sites.
It is possible that Google gives a “trust” value to a nofollowed links - Particularly when these links have a high CTR and Google is deeming them to be useful. Alongside co citation – could this be the way to a cleaner future?It prevents links being considered as spammy (allegedly) Diversity is key to a good backlink profileThey can send referral trafficNo follow links may drive follow links as a consequence of the exposure (Wickipedia, for example)
SO I’m not saying this is going to happen tomorrow but the implications of machine learning on SEO are twofold.1. SEOs will need
