This document discusses how link building strategies for Google have changed over time from 2004 to 2012. It provides lessons learned from past tactics that were once effective but are now banned or penalized by Google. The key points emphasized are focusing on building high-quality, relevant links from trustworthy sites instead of using spammy or manipulated link building techniques. Specific recommendations include identifying and disavowing low-quality links that could be negatively impacting a site, such as links from known low-quality networks or sites with suspicious themes. Advanced techniques for finding such low-quality links in the backlink profile are also presented. The importance of producing high-quality, user-focused content over time is stressed as the best long-term link building

1. The Changing Dynamics of
Link Building for Google
2012 and Beyond
Christoph C. Cemper

2. 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
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3. Link Building Over Time (2012)
Penguins!
Killed my site.
Lesson learnt: still don‘t overdo it
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4. About Christoph C. Cemper
• The Guy with the Orange Jacket
• Linkbuilder
• SEO
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5. About CEMPER.COM
• Link Building since 2003 US/UK/DE/AT
• All industries
• Lots of internal research; therefore,
Link Research Tools
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6. What DID matter in link building
• Precise Anchortext
• Google Pagerank
• Alexa Rank
• Google Link: command
• Google Cache: command
• Because it„s crippled by Google (since 2004, 2006)
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7. What, no page rank?
Matt Cutts
Says We return random
(SMX Advanced
Seattle 2008) page rank data if we
feel like to – it‘s fun!

Lesson learnt: don‘t look at PR
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8. What still DOES matter in link building!
RELEVANCY
&
TRUST
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9. Link Building Over Time (2005+)
Google
Guy Build Content for
says Users, Not for
Search Engines
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10. Does all this
sound old
and familiar?
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11. About Christoph C. Cemper
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12. Content Quality is important? (2011)
PANDA!
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13. Panda and Link Building?
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14. Enough of the old SEO gossip
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15. Actionable Advice for Penguin Victims
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16. 7 Ways to Identify Bad Links
7 Ways to Identify Bad Links
4 strong indicators
3 soft indicators
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17. 4 Strong Indicators to Remove a Link
WHICH LINKS TO REMOVE 1
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18. 4 Hard Reasons to Remove
• G!idx=0
• „PageRank“ advertised
• Same Owner/IP Networks
• Theme = Virus, Suspicious, Malware, etc.
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19. Remove Backlinks with G!idx=0
• G!idx = 0 !
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20. Hands Off „PR“ Advertised Links
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21. IP Popularity of backlinks
• smells fake
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22. Same owners
• Too easy!
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23. Suspicous / Virus Links
• Too dangerous!
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24. 3 Soft Indicators to carefully Check & Remove Links
WHICH LINKS TO REMOVE 2
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25. 3 Soft Reasons to Carefully Check & Remove
• Link Velocity Trends < -50%
(link growth went A LOT slower)
• Low Power & low Trust
(know the 4 types of power*trust links)
• Huge Outcalled Networks
(know the outcalled networks)
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26. Link Velocity Trends < -50% !
All of the
dropped sites lost
link velocity!
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27. Four Types of Power * Trust Backlinks
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28. Four Types of Power * Trust Backlinks
• AVOID: Low Trust and Low Power
(“junk links”)
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29. Four Types of Power * Trust Backlinks
• RISKY: Low Trust and High Power
(“pagerank links”)
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30. Four Types of Power * Trust Backlinks
• GOOD: High Trust and Low Power
(“trust link”)
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31. Four Types of Power * Trust Backlinks
• GOLDEN: High Trust and High Power
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32. Links from link networks are cheap links to remove now
CURRENTLY DOOMED
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33. Advanced Process to find Link Network sites
Link Networks
can be found by
YOU piece of cake…
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34. So Google can easily do it.
We’re no PHP script
collection.
We’re Google.
• Lesson learnt: don't underestimate Google
(like the last 3-4 years)
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35. Penalized Networks
If a Network has a NAME
then avoid it!
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36. Avoid Penalized Networks
• Build My Rank
• HKSEO / High PR Society
• Authority Link Network / ALN
• Linkvana
• Rank Jump
• …
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37. Fast Solution
HOW TO
FIND LINK NETWORKS
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38. WITHOUT lots of Excel leg work!
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39. Advanced Process to find Link Network sites
- take 5 link selling sites (suspects)
- automatically identify over 750
link selling sites
- (more suspects)
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40. Advanced Process to find Link Network sites
1. Do LJT with “suspect” bad sites
2. Get common results (victims)
3. Do CBLT for victims and you
4. Common links are highly
probable bad links (check it!)
5. Remove/avoid those bad links
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41. 43
Holy cow, this CEMPER
guy must be crazy,
I don‘t understand a word.
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42. Advanced Process to Find Link Networks
watch the video
at home!
http://cemper.co/linkneta4u
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43. 7 Golden Rules of White Hat Link Building
7 Golden Rules of
White Hat Link Building
revisited
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44. 7 Golden Rules of White Hat Link Building
1. Relevant page & in content links
2. Domain Trust
classic
3. Natural Anchor Text from
4. NoFollow 2009
and 2007
5. Juicy Page
6. No Spam!
7. Don‟t buy links for page rank!
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45. Look it up
Original Post & Presentation 2009
http://cemper.co/7golden
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46. 40 bonus slides
• Revisit
„7 Golden Rules of Link Building“
• 2009 vs. 2012
business card for
bonus slides!
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47. Management Summary
• All 7 Golden Rules from 2009 are still valid!
(the details and metrics evolved tough)
• Spam/Automation got a lot worse
(SEOs got away with a lot of black hat/grey hat stuff for too long)
• Google finally reacted to simple spam
(Don„t underestimate Google)
• 3rd Party SEO Metrics got a LOT better
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48. Is Link Building and SEO dead?
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49. What is really dead
• Avoid cheap links
• Avoid exact match anchors (SEO links)
• Avoid footprints
• Avoid shortcuts
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50. You get what you „pay“ for!
Quality links work.
Cheap links don„t.
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51. THE BEST LINKS
are those that
your competitors
can NOT get!
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52. Your Tweet for 40 Bonus Slides
http://cemper.co/40bonus
tweet for 40
bonus slides
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53. http://cemper.co/a4uexpo
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54. Thanks for your attention!
QUESTIONS?
http://cemper.co/a4uexpo  Link Research Tools trial
http://cemper.co/40bonus  40 extra slides
christoph@cemper.com
twitter.com/cemper
http://www.cemper.com/
http://www.linkresearchtools.com/
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