Cemper's Link Building and SEO Podcast

Cemper's Link Building and SEO Podcast

The best of Cemper's webinars on Links, Link Audit and Link Building

Transcript

Back to episode

00:00:00: Music.

00:00:13: Hello I'm back! Christoph Cemper with my link building on SEO podcast. Welcome!

00:00:23: I spoke about what learning takes as an investment off your time. Especially your time. And this is something that I want to repeat right now. The investment that you make with your education,

00:00:31: with learning SEO, learning online marketing, is first and foremost your time. If you don't spend time learning stuff,

00:00:37: learning online marketing is first and foremost your time if you don't spend time learning stuff you will fail,

00:00:46: The second thing: you need some material to learn. That includes a domain, a web host, includes whatever software you might need, maybe a package of some videos that you want to watch, or books, or tools. All of these things come together.

00:01:04: Let the money be the least of your problems. Even in school you have to buy some books. Here what we talked about your profession education,

00:01:14: the thing that you cannot buy back is time. With all the money that you will make in the future using SEO, you will not be able to buy back your time. So that's your most precious thing.

00:01:25: While we talked about your investment of time,

00:01:31: sorry to be a party-pooper, but I'm going to tell you that you never going to be done learning SEO. This is not something you do once and then forget. SEO is the

00:01:43: art off, going after Google's algorithm, going after those tricks that will make you stand out from the competition. SEO is not following what Google asks you to do. It's

00:01:56: a practice that requires you to change, adapt and learn over time.

00:02:03: The rules change and they have changed. In 2012, for example, with the Google Penguin algorithm, they introduced rules that changed the way links work. Before that, links would have a positive effect or no effect.

00:02:15: There were barely to see any problems from bad and spammy linking.

00:02:23: You threw stuff against the wall and saw what sticks. That's what it was.

00:02:29: ow in 2012, the rules changed and all the things were suddenly of a negative impact. And this in hindsight. Just like the tax authorities , the tax rules in hindsight and then charge you extra. This is what Google did.

00:02:43: Some businesses suffered really bad. That's what it is. Rules change. And now,

00:02:51: I hear you say: "oh man, Christoph this is so complicated, this is so much work. I will never make it because all of you guys and your friends and their parents already made SEO. I'm never going to learn it.

00:03:06: Here's the good news for you,

00:03:07: the new kid on the block. This is great because you're young you want to try stuff and you want to learn it. This is so much better than those people that have

00:03:18: a lot more to lose, than those people that have lost a lot. I called his the Penguin trauma when you came to the office and lost everything overnight. Oh my God!

00:03:30: Many of my friends experienced that. They lost a lot, so naturally, they're cautious now. You were not in this situation, so that means you have an emotional benefit, an emotional advantage over those people.

00:03:43: Right?

00:03:46: I think it doesn't hurt to be the new kid on the block. Especially now when I did all these tests about redirects and figured out that some of these rules changed. Some things that we took for granted changed.

00:04:01: Oher people did not question that and still use their old tricks.

00:04:07: You might be better off starting fresh, starting new in SEO today.

00:04:13: This could be your big, unique advantage versus the old dudes like me.So I think,

00:04:20: a saying: "Stay hungry, stay foolish" I think Steve Jobs said that, applies

00:04:30: perfectly to this situation. You want to stay hungry, stay foolish in SEO. As soon as you get lazy and take things for granted you will fail.

00:04:38: this is exactly what happened to those people that did their directory links spam, that their press release sindication spam and got penalized in 2012.

00:04:50: And you know what? Those are the people that have left SEO, those are the people that keep talking about how SEO is dead, how link building is dead, how these things don't work anymore. You know. we did this and Google shut it down.

00:05:04: I think they shoot

00:05:06: themselves down with this belief, with the fear of trying new things again. So, stay hungry, stay foolish.

00:05:14: Here are some words about those tricks, those recommendations.

00:05:21: When you go to your tax authorities and you ask for tax tricks for tricks to save money on taxes,

00:05:29: do you think those official authorities will give you the exact tricks that the big companies use to exploit tax loopholes today?

00:05:39: Do you think that those officials have the skill, the knowledge, the interest or the motivation to actually give you some dirty tricks?

00:05:49: Some tricks that highly skilled people found out by studying a lot, learning a lot and testing a lot.

00:05:59: Certainly not.

00:06:01: Go to your tax authorities. They will tell you something like: okay, file all your taxes, show me all your details, show me all your invoices. They will want to track down exactly what you did and then maybe you will pay less taxes. Maybe.

00:06:14: And this is very similar to people asking Google what should we do to rank better? Can we do this? Can we do that? Will we get penalized if we put,

00:06:24: our titles on the page all in upcase or will we get penalized if you use emojis in the title.

00:06:34: You know, you don't ask Google stuff like that. Don't even think about that. Stop doing that! It's not only highly annoying to Google, it's' highly annoying to everyone following that.

00:06:50: What do you think they're going to come back with? Oh, Sir, you just have to do A, B and C and then we will give you an unfair advantage about your website against your competitors that are not doing that. 

00:06:53: Do you think they'll ever say that? Do you think they'll ever give you this unfair advantage? Of course not. Webmaster relations is to keep webmasters happy by answering those

00:07:04: not so skilled questions. Stop doing that. I think what you can ask the Google people

00:07:13: is certainly useful information in regards to the indexing, how does indexing work, how do you think how we should use this new schema markup?

00:07:18: All of these technical details that have to do with the complexity of building a web search engine, they can maybe answer. But then other cases,

00:07:35: when we talk about pushing rankings, how redirects will affect rankings, whatever you ask them, if you get this one hundred forty character response in the tweet, this is not enough to cover the

00:07:42: full complex scenario. And they use that to their advantage. They give you half questions, half answers.

00:07:52:

00:07:54: You can't answer and you can ask the questions in full, with all the details. So they don't give the answer in full detail and that is what webmaster relations are about.

00:08:11: Because it's great link bait, great click bait.

00:08:18: People love to follow John and Gary and ask these questions. I think you might have noticed that there's something making fun of the so-called search engine experts.

00:08:30: I know I got really bad news for you take it with a grain of salt, please. You will fail.

00:08:38: You will fail in your SEO tests, in your SEO experiments like I failed many times, like so many other people fail many times.

00:08:47: Go, stand up again, and try again. Whenever you lose a domain, whenever you mess up with an experiment just because you wanted results too quickly,

00:08:57: be aware that this will cost you time and money and you will learn from that

00:09:03: With every failure, you have a huge advantage over those PowerPoint talkers, those people just repeating.

00:09:12: Being the people that quote other people.

00:09:21: You want to be the guy, you want to be the girl to test things, to break stuff,

00:09:30: to mess with the rankings, to make those mistakes and learn from it. This is what you want. You will fail and you have to fail. There's no other way of learning. And of course, when you do your research

00:09:38: you should minimize that failure. When you spend time up front, you don't have to spend time later.

00:09:46: And our little giveaway for you in regards to my biggest mistake when I started in SEO.

00:09:53: I was working as a project manager still. I did this is a side business. I already sold some links. I already made money on affiliate.

00:10:04: I understood that there's money to be made. I understood there's more money to be made and I made a huge mistake.

00:10:15: Can you guess what it was? I was cheap, I was super cheap.

00:10:16: I would not want to spend a single Euro. So I spent days, I spent weekends, I spend my whole vacation time researching some solutions. Cheap tricks, cheap script, free tools.

00:10:31: Aaron Wall had a tool on seobook.com. I'm not sure if it's still around. A simple common backlink tool that broke every time, because it not only was for free, but it also used the free Yahoo API that had only a couple hundred links,

00:10:48: it was running on a poor server that was breaking all the time.

00:10:53: And I downloaded it so I could host it on my own server. I broke that server as well. So because it was cheap software, it was free software from some script Kitty hacked, it was not made for big operations. In 2003 the large data was 

00:11:05: 1000 links or something, with 10 domains maybe 10.000 links. I don't know.

00:11:11: I spent so much time trying to fix that, trying to make that thing work.

00:11:18: I spent weeks implementing a page rank scraper you know - MySQL,

00:11:24: PHP on Apache. I took a Leucine engine and started writing a crawler scraping the PageRank

00:11:34: and other data for my links. You know the stuff that later on became LinkResearchTools on a scalable, large, big data infrastructure.

00:11:44: It made sense back then to acquire this learning of how this data is useful to me.

00:11:52: From an SEO perspective, from a link building perspective, it was a huge waste of time And I remember in December

00:12:01: 2003 I bought this link PageRank scraper from some Chinese guy.

00:12:07: I don't know, a hundred dollars maybe.

00:12:13: It worked like a charm. It was so much more efficient than all the scripts that I implemented on a large Linux box.

00:12:20: It ran on my old desktop whatever that was what was, a Pentium 4 or 5. I don't remember exactly but,

00:12:29: I spent a ton of time that I could have spent building great websites, selling more links, building my list,

00:12:38: doing more SEO, learning more about those affiliate scripts. And I hacked a lot of affiliate scripts. I fell victim to that because I also have an engineering background.

00:12:51: But maybe I was just cheap and you don't want to make the same mistake.

00:12:59: Be aware that even if you don't make a lot of money, your time is worth something and you want to leverage your time. If you have money, you spend money to make more money. That's how business works. This is common business advice: you have to spend money to make money. You have to spend money on your education, you have to spend time on your education, you spend time anyways.

00:13:18: If you can speed things up, then by all means do so.

00:13:22: You cannot buy back a single hour of the time that you wasted by being cheap.

00:13:29: I've been there, done that, got the T-shirt. No thank you, sir.You don't want to be cheap.

00:13:35: You don't wanna make the same mistake. I'm glad I learned. I hope you learn too. Alright that was it for me from today.

00:13:43: My name is Christoph Cemper. I wish you a wonderful day. I'm looking forward to your feedback. For all of you who listen to this from the German markets, go check my German podcast at podcast.linkresearchtools.de just in case you missed it.

00:13:57: Okay bye bye.

00:13:59: Music.

About this podcast

Christoph C. Cemper is a well-known and distinguished expert in SEO who started link building for clients in 2003, building the LinkResearchTools since 2006 and marketing it as SaaS product since 2009. When the famous Google Penguin update changed the rules of SEO in 2012, Christoph started Link Detox, software for finding links that pose a risk in a website’s backlink profile. He introduced ongoing link audits and risk management to the market in early 2011.

by Christoph C. Cemper

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