Lower than three years ago, the danger of being penalised for building links was not a major concern for the majority of SEO agencies. Getting as numerous links as possible coming from a mixed bag of internet sites of varying quality had been a bread and butter way of increasing rankings for competitive keywords.
But because the launch of Google’s Penguin algorithmic update in April 2012, following by a few crippling updates thereafter, the one way link building is becoming increasingly tougher.
The organization effect for being penalised for poor backlink building is not to get overlooked, when letting your SEO agency build links for you personally, as your organic profits may potentially vanish overnight.
Typically, this comes in the form of a sharp drop in rankings, producing a major dip in organic traffic and conversions. The extent from the penalty can vary depending on how many questionable links your SEO agency went along to the trouble of finding to suit your needs.
Google penalises sites that engage in manipulative link building practices, including
Using keyword rich key phrases. A good example will be a link from your blog article, but rather than using your brand name because the linking text, the hyperlink offers the text “Sydney Tax Consultants”.
Buying links. One example would be paying to get a text link on another site to yours.
Excessive link exchanges. A good example will be where site A links to site B and site B links to site A.
Marketing with articles / guest posting done on scale. Including creating articles and distributing them on sites with fairly low editorial discretion having a link back aimed at your website.
Creating links on automated, unmoderated or free for all those sites. An illustration of this could be most directories that provide free listings with hardly any editorial discretion.
Then again, Google rewards sites for having links that are relevant, highly editorial (created in the full discretion from the webmaster who came up with the link) and that have natural key phrases.
Unfortunately, due to either ignorance or short-run thinking, you can still find many SEO agencies out there brokering low quality or manipulative links. Why? Since they are easy to obtain.
The irony is when you possess these low quality links pointing for your site, you might experience a quick term benefit in rankings. But when a brand new algorithm update is released, you stand to lose a major chunk of your traffic overnight. Added to that, you run the potential risk of acquiring a manual penalty by Google’s spam team.
Overcoming an algorithmic penalty will test your patience as you need to clean-up any risky links and watch for Google to re-evaluate your link profile, before your website can recover.
In order to ensure that backlink building has positive long lasting effects for your personal business, your SEO agency should:
1.) Review your backlink profile regularly to make sure that all links pointing for your domain and relevant, of quality and spam free.
2.) Contact webmasters to possess any risky links removed in addition to submitting a disavow request to Google.
3.) Develop content on your own site that attracts links naturally.
4.) Develop relationships with bloggers, media, local organisations and spreading the word about your company, its initiatives along with the useful resources that it offers.
5.) Engage with influencers within your industry on social networking.
6.) Seek your approval before brokering any links along with providing you with use of a log of most links they have created for your benefit.
1.) Request a whole list of links developed by your SEO agency. This ought to range from the date the web link was brokered, the linking URL, the destination URL (URL on your website) in addition to anchor used. Check out the list, highlighting any general web directories, irrelevant sites, articles or guest posts and cases where keywords happen to be used because the key phrases (i.e. “Melbourne Property Brokers”). If more than 5% in the links are highlighted, then you 40dexppky reason for concern.
2.) Conduct a manual link check via Webmaster Tools
In your own Google Webmaster Tools account, navigate to your site and abide by these steps:
In the left menu, click Search Traffic
Click Links for your Site
Under Who links one of the most, click More
Click Download Latest Links
This file depicts links in your site from latest backwards with time. Scan with these in your discretion to recognize risky links.
3.) Recruit a search engine optimization company that specialises in penalty recovery to conduct an entire link audit.
In case you have identify risky links and you have conducted massive link building before, this can be a worthwhile investment. SEO businesses that have proven expertise in penalty recovery will gain access to various paid tools that offer deeper insights into risky links.