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Presented by: Scott Polk Founder – Marketing Nomads
The Link AuditGuide to Penalties and Recovery
The Link Audit
The Link Audit
Reasons
• Preemptive … before you get a penalty
• Penguin … devaluing of links
• Penalty – Unnatural Link Notification
• Algorithm Update
Google Penguin Updates
Penguin = devaluing of links AND websites
There have been 6+ Penguin updates sine 2012• April 24, 2012 – Penguin v1.0
• May 25, 2012 – Penguin v1.1
• Oct 5, 2012 – Penguin v1.2
• May 22, 2013 – new version Penguin v2.0
• Oct 4, 2013 – Penguin v2.1
• Oct 17, 2014 – new version Penguin v3.0
• Nov 26, 2014 – Penguin v3.1
• Dec 1-4, 2014 – Penguin v3.x (rolling update)
Google Penguin Updates
Penguin … devaluing of links (Penguin v1.0)
Unnatural Link NotificationsLink Penalty Types
• Site-wide Matches - section lists actions that impact an entire site.
• Partial Matches - section lists actions that impact individual URLs or sections of a site. This generally does not indicate which pages are affected.
Penalty – Unnatural Link Notification
Manual Actions – Site-wide Matches
Penalty – Unnatural Link NotificationManual Actions - Partial Matches
Data Collection
Link Audit: Data Collection
Utilize various sources of data
• Google Webmaster Tools
• LRT (Link Research Tools)
• SearchMetrics
• Ahrefs.com
• Majestic SEO
• Internal Link Acquisition Reports
The Link Audit: Data Analysis
Datapoints to look for• Unique Linking Domain Count• Links from penalized domains (PR0 – not in index)• Links with Exact Match Anchor Text• Site-wide Links (Footer – Sidebar)• Links from non-relevant content• Links from Article Directories & • Links from Traditional Directories• Links from same IP or C-Block• Hidden Links within HTML• Comment Spam (Follow & NoFollow)• MozRank, Alexa, Domain Authority
Link Audit: Visual Review
The Link Audit: Visual Review
• Relevancy – is this site relevant to your site?
• Natural – does the link look natural?
• Location – where is the link located?
What is a Bad link?
Link Audit: What makes a bad link?
Author Bio Links
Link Audit: What makes a bad link?
Exact Match Anchor Text
Link Audit: What makes a bad link?
Hidden Links within HTML
Data Action Projects
The Link Audit: Data Action Projects
• Link Removal Requests– Manual vs. Automated Tools (Used automated tools
to create links? Got a penalty? Please learn from this mistake and do not use an automated tool)
• NoFollow– Link sending you traffic or part of brand strategy?
Affiliate Links to your site
• Disavow– If a link cannot be removed via requests. Do not pay
to have a link removed
• Affiliate Links
Link Removal Requests
The Link Audit: Data Action Projects
Link Removal Requests
Manual vs. Automated Tools
The Link Audit: Data Action Projects
Automated Software - Link Removal Requests
• I am the owner of Google Plus
The Link Audit: Data Action Projects
Disavow
Affiliate/Merchant Links
Affiliate Links
• Do NOT try to gain link equity from Affiliate Links
– If it is an Affiliate Link then it’s PAID
• NoFollow
• Custom Landing Pages
– Create Custom 404 error page for Affiliates to link to and use so the link equity will not pass
What’s Next?
Once you have cleaned the link profile, then submit your documentation to Google.
If under manual penalty for links, wait for response, if it is rejected repeat process
Once clear … start on Link Acquisition
Link Acquisition
• Organic Outreach of content – unique
– Interviews / Thought Leadership
– In-depth Articles
• Content Marketing
– Infographics (image & interactive)
– Videos