advanced link building in 2009 - how to find and get those real juicy links!
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Advanced Link BuildingHow to FIND and GET those REAL juicy links
in 2009
Christoph C. Cemper
(C) CEMPER.COM 2009 - christoph@cemper.com - twitter.com/cemper
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Motivation
• Give update on actually USED techniques
• Still LOTs of outdated information out
(C) CEMPER.COM 2009 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - twitter.com/cemper
10What still DOES matter in link
building!
RELEVANCY&
TRUST
(C) CEMPER.COM 2009 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - twitter.com/cemper
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Natural Anchor Text Distribution
Golden Rules of White Hat Link Building (3)
(C) CEMPER.COM 2009 - christoph@cemper.com - twitter.com/cemper
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• Client in real estate
• Domain age 12 years, trusted!• Well established major brand,
trusted!• Over 100,000 links to domain
Golden Rules of White Hat Link Building (3)Natural Anchor Text Case Study (1)
(C) CEMPER.COM 2009 - christoph@cemper.com - twitter.com/cemper
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Golden Rules of White Hat Link Building (3)Natural Anchor Text Case Study (2)
Effect of anchor text over optimization (Ranking over Time for ONE page of the client's site)
0
5
10
15
20
25
30
35
40
Sep.08 Okt.08 Nov.08 Dez.08 Jän.09 Feb.09 Mär.09
Ranking
•+30 penalty (algo filter!) for target page thanks to same anchor texts
10 links / month with EXACT same anchortext10 links / month with EXACT same anchortext
(C) CEMPER.COM 2009 - christoph@cemper.com - twitter.com/cemper
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• Solution– Vary anchortext– Add nofollows– add „useless“ anchortext
• Brandname• Site-URL• „cool site“ – „click here“
• +30 penalty gone after 2 months
Golden Rules of White Hat Link Building (3)Natural Anchor Text Case Study (3)
(C) CEMPER.COM 2009 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - twitter.com/cemper
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Check if a page is JUICY (1)
• Pick unique phrase
(C) CEMPER.COM 2009 - christoph@cemper.com - 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 - christoph@cemper.com - twitter.com/cemper
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Check if a page is (NOT) JUICY (3)
DoesTHISLookLikeA
Nice Site?
(C) CEMPER.COM 2009 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - twitter.com/cemper
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Check if a page is JUICY (7)
• But YOU could at least use our new, free, but still SECRET tool …
Leave your business card to get early access!
(C) CEMPER.COM 2009 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - twitter.com/cemper
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We tried to improve link research
That‘s why we‘ve built our internal SERP research tool for our work
(C) CEMPER.COM 2009 - christoph@cemper.com - twitter.com/cemper
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More tools we built for us
• A tool to handle the workflow – between SEO manager, SEO analyst, link builders, clients, key
account manager
• A tool to keep track of client‘s links– Alert functions– Historical database – Expense management
• More link research tools – Deep link research– Common back links – Common forward links (AKA authority finder)
(C) CEMPER.COM 2009 - christoph@cemper.com - 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 - christoph@cemper.com - 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 - christoph@cemper.com - twitter.com/cemper
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THANK YOUR FOR YOUR ATTENTION!
QUESTIONS ?
Want to have FREE early bird access to our JUICE tool?
Please leave me your business card.
In other cases feel free to contact me:christoph@cemper.com
http://www.cemper.com/ http://www.marketingfan.com
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