Lower than 3 years ago, the risk of being penalised for link building was not a serious concern for most SEO agencies. Getting as much links as is possible from your mixed bag of sites of varying quality was actually a bread and butter technique for increasing rankings for competitive keywords.
But because the launch of Google’s Penguin algorithmic update in April 2012, following by several crippling updates thereafter, the link building agency has become increasingly tougher.
This business effect of being penalised for poor backlink building is not really to be overlooked, when letting your SEO agency build links for you, as the organic profits could vanish overnight.
Typically, this comes by means of a sharp drop in rankings, causing a major dip in organic traffic and conversions. The extent in the penalty will be different based on how many questionable links your SEO agency visited the trouble of finding for you personally.
Google penalises sites that engage in manipulative link building practices, like
Using keyword rich anchor-text. A good example might be a link coming from a blog article, but instead of utilizing your brand since the linking text, the link provides the text “Sydney Tax Consultants”.
Buying links. One example can be paying to possess 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.
Article writing / guest posting done on scale. This can include creating articles and distributing them on sites with fairly low editorial discretion using a link back to your web page.
Creating links on automated, unmoderated or free for all those sites. An example of this would be most directories offering free listings with virtually no editorial discretion.
On the other side, Google rewards sites to have links which can be relevant, highly editorial (created at the full discretion of your webmaster who came up with the link) which have natural anchor text.
Unfortunately, as a result of either ignorance or short term thinking, you can still find many SEO agencies out there brokering poor quality or manipulative links. Why? Because they are relatively easy to obtain.
The irony is when you have these inferior links pointing in your site, you could experience a shorter term benefit in rankings. But when a new algorithm update is released, you will lose a big chunk of your traffic overnight. Additionally, you operate the chance of getting manual penalty by Google’s spam team.
Overcoming an algorithmic penalty will test your patience as you will have to clean-up any risky links and watch for Google to re-evaluate your link profile, before your site can recover.
In order to ensure that link-building has positive long-term effects to your business, your SEO agency should:
1.) Review your backlink profile regularly to ensure all links pointing to your domain and relevant, of quality and spam free.
2.) Contact webmasters to get any risky links removed as well as submitting a disavow request to Google.
3.) Develop content on your site that attracts links naturally.
4.) Develop relationships with bloggers, media, local organisations and getting the news out about your company, its initiatives and the useful resources which it offers.
5.) Engage with influencers inside your industry on social media marketing.
6.) Seek your approval before brokering any links in addition to supplying you with access to a log of all the links they already have created for your benefit.
1.) Request an entire listing of links produced by your SEO agency. This ought to are the date the hyperlink was brokered, the linking URL, the destination URL (URL on the website) and also anchor used. Check out the list, highlighting any general web directories, irrelevant sites, articles or guest posts and times when keywords have already been used because the anchor-text (i.e. “Melbourne Property Brokers”). If greater than 5% of your links are highlighted, then you definitely 40dexppky cause for concern.
2.) Conduct a manual link check via Webmaster Tools
Within your Google Webmaster Tools account, navigate to your web page and adopt these measures:
In the left menu, click Search Traffic
Click Links in your Site
Under Who links by far the most, click More
Click Download Latest Links
This file depicts links in your site from latest backwards in time. Scan with these on your discretion to recognize risky links.
3.) Recruit a search engine optimization company that specialises in penalty recovery to conduct a whole link audit.
In case you have identify risky links and you will have conducted large scale backlink building previously, it is a worthwhile investment. SEO companies that have proven experience in penalty recovery will gain access to various paid tools offering deeper insights into risky links.