Christoph C. Cemper started working in the internet marketing business as an SEO and Link Builder in 2003. He began developing SEO software for internal use in 2006. In 2009, Christoph launched his popular SEO tools as LinkResearchTools in the SaaS model. When the famous Google Penguin update changed the rules of SEO in 2012, Christoph launched Link Detox, software for finding links that pose a risk in a website's backlink profile. Christoph has been talking and writing about link risk management since early 2011 and introduced the technology, and formal process for ongoing link audits in 2012 as well as pro-active removal and "disavow" of bad links.