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HOW TO SPOT
A SHI**Y LINK
BY PAUL
MADDEN
HOW TO SPOT
A SHITTY LINK
BY PAUL
MADDEN
HOW TO SPOT
A SHITTY LINK
BY PAUL
MADDEN
Former professional
spammer
The Provider of the
Largest Number of
Links in the UK
BAD
YEAR
2012 A
For blatant SEO
PRE 1ST QUARTER
OF 2012
Throw as many
links as you
dared
Some counted
some did not
If you threw
enough of the right
WHAT
CHANGED?
Further
Pressure
Penguin
Unnatural Link
Warnings
Disavow Penalties all
over the
place
&
WHAT IS
PENGUIN?
Squawk!
IS A PENALTY OR
FILTER
PENGUI
N
TO DULL THE
EFFECT OF
DESIGN
ED
People Chasing the
Algorithm
PENALTI
ES
LINK
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
WE ALL
NOW FACE
THE
PROBLEM
Links are
STILL the
Signal
THE MYTHOF NATURAL LINKS
THEY
NEED US
WE ARE THE
SIGNAL
ABOUT
SHEEP
A WARNING
Don’t follow what everyone
else does or you’ll be in
the next filter
Guest
Posts
Infograph
ics
WHAT’S
LEFT ?
TYPES OF
LINK
PAID LINKS
GIFTS
ADVERTORIAL
Infographics
Guest posts
Directories
Social Bookmarks
Paid in content
TYPES OF LINK
PROFILES
THERE ARE
2
YOU HAVE TO MANAGE
EACH ONE
EVERY LINK HAS RISK
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
WHAT WAS
OUR
RESPONSE?
We needed to try understand what the link
risk was of every link we had placed or
were going to place
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
MANAGING THE RISK OF
LINK BUILDING
1. 2. 3.
Have someone
audit your links
with experience
Audit what you
have
Determine what is
risky and what to
remove
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
WHAT TO LOOK FOR
SIGNALS OF RISK
 far higher % of on anchor
 higher % of sitewides
 higher % of suspect cctld
 more links that 40x or 50x
PROPENSITY 4 DISAVOW
What makes a link
problematic?
Reason for
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
CCltd
OR EVERY
SUSPECT ONE
LOOK AT EVERY
LINK
Risk is obvious in the anchor text distribution
WHAT TO DO IF YOU
GET CAUGHT?
3 Main Risks:
Penguin Link
Devaluation
Link
Warnings
AND WAIT FOR GOOGLE
REBALANCE
WITH CAUTION
REBUILD
Manual Penalty:
Link audit and clean-up
Link removal attempts
(keep records)
Disavow the links that
you cannot remove
REMOVALS
FOR EVERY
LINK YOU
REMOVEYou have to consider what
you might have to add & how
WAIT
REINCLUSION
REQUESTYOU AREN’T SUCCESSFUL TRY AGA
KNOW WHEN YOU
BEATEN
DON’T WORK AS WELL AS
THEY DID
301’s
REDIRECTIONS
AND NEW DOMAINS
BEWARE WHAT PAS
SAY
HELLO!paul@manuallinkbuilding.co.uk
@pauldavidmadden
manuallinkbuilding.co.uk
IMAGE
CREDITS
Slide 4 – Vote by jonathan mcintosh
Slide 10 – Signals by nottsexminer
Slide 14 – Builder by Titanic Belfast
Slide 20 – Camel by wwarby
Slide 21 – Lion by amandarichard421
*Paul – Rest stolen from the interwebs

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