Getting Your Head In The Penalty Game - SMX Sydney 2014

Penalty GameGetting Your Head

In The

by Sha Menz@ShahMenz

#SMX Sydney 2014

Situational Awareness

@ShahMenz #SMX Sydney 2014


Can give you the edge you need

to win


Hero


Casualty

WHATis

yourSituation?


WHYAre we dealing

with link penalties?


Risk


Retribution


Reward



Risk

Calculated:Risks that were knowingly taken

Someone decided to roll the dice because they were after the prize

and thought they could win


Unintended:Tough to come to terms with

For these people a manual action hitsHARD


The Risk of Ignorance:Ignoring the possibility of exposureto an unnatural linking penalty is

SHORT-SIGHTED


WHYshould I care?



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.”


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.”.”


http://www.epiphanysearch.co.uk/blog/2014/05/disavow-file-faqs/


Retribution

You are going to have to work for it



Reward

The ultimate Reward


Barriers


Obvious:Time

RevenueResourcesExpertiseData Gaps

Identify solutions that will work for you


Unseen:Your mindset

Webspam Team mindsetEmotional “fallout”

Failing to recognise these is effectivelysabotaging your effort



You need to put on your Google Hat

© Brandignity


“You are what Google thinks you are”

until you can prove otherwise

LEARNto play the hand

you’ve been dealt


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.


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.


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”


LISTEN UPit’s all about

Process


3 Critical Stepsyou need to

get right


Uncovering the Data Poolutilise every

availablelink source


Combine and De-duplicateGoogle Analytics referral traffic

Google Webmaster ToolsBing Webmaster Toolsopensiteexplorer.org

Mine the SERPsMajestic SEO

SEMrushahrefs


Heads up


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


3 Critical Elementsof link analysis


The Link


The Domain


Don’t get this wrong!

The Profile


Look for patterns


What is a “bad” link? What is an “unnatural” link?

are they the same thing?

© Wildblogger

Heads up


Dig into Disavow Data

@disdit_disdit.com

http://www.disdit.com/why-disdit.php

Heads up


Analyse Backlink Data

@TonyMcCreathSWAT Backlink Checker

http://seo-website-designer.com/SWAT-BackLink-Checker

Heads up


Retrieve Anchor Text

SEO Backlink Checker 1.3

The Final Countdown


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


Learn which registries provide access


Reverse Image Search


Match Incidental Data


No shortcuts


Do the work


Document everything


@ShahMenz @rmoov

Australia (02) 6145 2065USA (786) 348-2163

#SMX Sydney 2014

always remember, help is just a tweet away


Getting Your Head In The Penalty Game - SMX Sydney 2014

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uk blog 2014 05 disavow