getting your head in the penalty game - smx sydney 2014
DESCRIPTION
Sha Menz from rmoov.com talked about dealing with a manual action for external link spam at the 2014 Search Marketing Expo conference (SMX). The conference took place at the stunning Crystal Palace Ballroom on the edge of Sydney Harbor. Sha spoke about process and procedures, but also touched on some of the intangibles faced by agencies working in this area .TRANSCRIPT
Penalty GameGetting Your Head
In The
by Sha Menz@ShahMenz
#SMX Sydney 2014
Situational Awareness
@ShahMenz #SMX Sydney 2014
@ShahMenz #SMX Sydney 2014
Can give you the edge you need
to win
@ShahMenz #SMX Sydney 2014
Hero
@ShahMenz #SMX Sydney 2014
Casualty
WHATis
yourSituation?
@ShahMenz #SMX Sydney 2014
WHYAre we dealing
with link penalties?
@ShahMenz #SMX Sydney 2014
Risk
@ShahMenz #SMX Sydney 2014
Retribution
@ShahMenz #SMX Sydney 2014
Reward
@ShahMenz #SMX Sydney 2014
@ShahMenz #SMX Sydney 2014
Risk
Calculated:Risks that were knowingly taken
Someone decided to roll the dice because they were after the prize
and thought they could win
@ShahMenz #SMX Sydney 2014
Unintended:Tough to come to terms with
For these people a manual action hitsHARD
@ShahMenz #SMX Sydney 2014
The Risk of Ignorance:Ignoring the possibility of exposureto an unnatural linking penalty is
SHORT-SIGHTED
@ShahMenz #SMX Sydney 2014
WHYshould I care?
@ShahMenz #SMX Sydney 2014
@ShahMenz #SMX Sydney 2014
PenguinHow does
work?
“Penguin works by balancing Good vs Bad to provide a value. If that value is below a threshold you are affected by
Penguin. With this in mind the effectiveness of any negative SEO
strategy is based on the proximity of the target site to that threshold.”
@ShahMenz #SMX Sydney 2014
http://www.epiphanysearch.co.uk/blog/2014/05/disavow-file-faqs/
“A truly awesome site with loads of amazing backlinks is unlikely to be
phased by anything less than 500,000 bad links. A site however that already has 500,000 bad links working against
its good links might only require a nudge to put it over the edge.”.”
@ShahMenz #SMX Sydney 2014
http://www.epiphanysearch.co.uk/blog/2014/05/disavow-file-faqs/
@ShahMenz #SMX Sydney 2014
Retribution
You are going to have to work for it
@ShahMenz #SMX Sydney 2014
@ShahMenz #SMX Sydney 2014
Reward
The ultimate Reward
@ShahMenz #SMX Sydney 2014
Barriers
@ShahMenz #SMX Sydney 2014
Obvious:Time
RevenueResourcesExpertiseData Gaps
Identify solutions that will work for you
@ShahMenz #SMX Sydney 2014
Unseen:Your mindset
Webspam Team mindsetEmotional “fallout”
Failing to recognise these is effectivelysabotaging your effort
@ShahMenz #SMX Sydney 2014
@ShahMenz #SMX Sydney 2014
You need to put on your Google Hat
© Brandignity
@ShahMenz #SMX Sydney 2014
“You are what Google thinks you are”
until you can prove otherwise
LEARNto play the hand
you’ve been dealt
@ShahMenz #SMX Sydney 2014
Big Brand:Move FAST
Use your influence
If your prolonged absence from the SERPscould make Google look bad, it’s in their
best interest to process quickly.Don’t drop the ball.
@ShahMenz #SMX Sydney 2014
Not So Big Brand:It’s all about the work
Preserve referral trafficProtect that Brand
Detail and precision are you best friends.You’re going to have to wait for review.Use the time to eliminate on site issues.
@ShahMenz #SMX Sydney 2014
Brand? What Brand?Ask yourself if there is anything to save
Consider a new startAssess business case
Be careful about just “Moving down the road”
@ShahMenz #SMX Sydney 2014
LISTEN UPit’s all about
Process
@ShahMenz #SMX Sydney 2014
3 Critical Stepsyou need to
get right
@ShahMenz #SMX Sydney 2014
Uncovering the Data Poolutilise every
availablelink source
@ShahMenz #SMX Sydney 2014
Combine and De-duplicateGoogle Analytics referral traffic
Google Webmaster ToolsBing Webmaster Toolsopensiteexplorer.org
Mine the SERPsMajestic SEO
SEMrushahrefs
@ShahMenz #SMX Sydney 2014
Heads up
@ShahMenz #SMX Sydney 2014
Help with your Google data
@TonyMcCreathSWAT GWMT Exporter
http://seo-website-designer.com/SWAT-Google-Webmaster-Tools-Exporter
Managing Link DataNever delete data
Pay attention to patternsUse it to diagnose mistakes
@ShahMenz #SMX Sydney 2014
3 Critical Elementsof link analysis
@ShahMenz #SMX Sydney 2014
The Link
@ShahMenz #SMX Sydney 2014
The Domain
@ShahMenz #SMX Sydney 2014
Don’t get this wrong!
The Profile
@ShahMenz #SMX Sydney 2014
Look for patterns
@ShahMenz #SMX Sydney 2014
What is a “bad” link? What is an “unnatural” link?
are they the same thing?
© Wildblogger
Heads up
@ShahMenz #SMX Sydney 2014
Dig into Disavow Data
@disdit_disdit.com
http://www.disdit.com/why-disdit.php
Heads up
@ShahMenz #SMX Sydney 2014
Analyse Backlink Data
@TonyMcCreathSWAT Backlink Checker
http://seo-website-designer.com/SWAT-BackLink-Checker
Heads up
@ShahMenz #SMX Sydney 2014
Retrieve Anchor Text
SEO Backlink Checker 1.3
The Final Countdown
@ShahMenz #SMX Sydney 2014
Finding Viable Contacts
The usual suspects – Domaintools databaseContact through domain registries
Use Reverse IP Lookup ToolsUse reverse image search
Match incidental dataAsk other link targets
Follow Social trails@ShahMenz #SMX
Sydney 2014
Reverse IP Lookup
@ShahMenz #SMX Sydney 2014
Learn which registries provide access
@ShahMenz #SMX Sydney 2014
Reverse Image Search
@ShahMenz #SMX Sydney 2014
Match Incidental Data
@ShahMenz #SMX Sydney 2014
No shortcuts
@ShahMenz #SMX Sydney 2014
Do the work
@ShahMenz #SMX Sydney 2014
Document everything
@ShahMenz #SMX Sydney 2014
@ShahMenz @rmoov
Australia (02) 6145 2065USA (786) 348-2163
#SMX Sydney 2014
always remember, help is just a tweet away
@ShahMenz #SMX Sydney 2014