10. TO DULL THE EFFECT OF
DESIGNED
People Chasing the Algorithm
11. Google have sent a
number of waves of
unnatural link
warnings
There is now a
much more formal
procedure to get
the penalty
removed
They are still
sending them
Link Penalties
12. % of anchor
% of sitewides
% of suspect cctld
more links that 40x or 50x
Signals to look for
13. Risk is obvious in the anchor text distribution
www.linkrisk.com
14. WE ALL NOW FACE
THE PROBLEM
Links are STILL
the signal… but..
15. Google have hidden
what they consider
a bad link well
To rank you have to
build, but you have to
manage the risk far
more
16. 1. 2. 3.
Have someone
audit your links
with experience
Audit what you
have
Determine what is
risky and what to
remove
Manage the risk of link building
17. Removing is almost as bad as not
removing
If you determine what the problem links
are, out of every 100 links you identify
as bad Google probably only thinks 20
are bad
Removing all 100 is as bad for your
rankings as getting penalised in some
cases
18. FOR EVERY LINK
YOU REMOVE
You have to consider what
you might have to add & how
20. What makes a link
problematic?
Purpose of
the site
Commercial
Anchors again
and again
Poor link metrics
(Majestic / Moz /
PR)
No Social
Activity on a
site (Twitter /
Facebook)
Banned
Words
Links to bad
places
No interaction
on the site
Wrong
CCtld
21. Validate every link opportunity
Only buy link building services if the
company can demonstrate that they
know what risk is and how they
handle it
Be realistic in your link risk
exposure
22. Don’t follow what everyone else
does or you’ll be in the next filter
Guest Posts Infographics
34. Audit your link profile
Make sure whoever does the audit
knows what they are doing
Don’t stop building but do build
with care and attention
Watch your link profile all the time
35. BIG THANKS
MASSIVE THANKS TO @PAULMADDEN AND THE LINKRISK TEAM
Kristjan Mar Hauksson
@optimizeyourweb