Google Ranking Game Changer!  Disavow Links & What it Means for Your SEO
 

Google Ranking Game Changer! Disavow Links & What it Means for Your SEO

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Remember that “$100 for 500 links” deal you bought? Well, it backfired. ...

Remember that “$100 for 500 links” deal you bought? Well, it backfired.

Finally, marketers can disavow the legacy links that are weighing on your search rankings like concrete shoes. Whether created by ‘black hat’-wearing competitors, or purchased cheaply offshore, those spammy links are triggering the ‘Penguin’ Penalty.

Join Alex Dunks, Senior SEO Analyst, and learn:

- How to efficiently assess your backlinks and decide which to disavow

- How this relates to this year’s other radical ranking changes

- How to leapfrog your slower competitors and own the top search results

Webmarketing123 is a Bay Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing a strategic mix of Organic Search (SEO), Paid Search (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.

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  • Many marketers have "Legacy links", low quality links purchased in the past, that only now are triggering ranking penalties from Google's long-awaited crackdown on linkspam. Finally, this month, they followed Bing in rolling out a tool to allow companies to disavow or disown specific links. It's like an amnesty program. And it's a way to address the occasional case when some bad actor is buying poor quality links and pointing them at your site, in the hopes to trigger a ranking penalty. Finally you have a way to control backlinks.
  • Many marketers have "Legacy links", low quality links purchased in the past, that only now are triggering ranking penalties from Google's long-awaited crackdown on linkspam. Finally, this month, they followed Bing in rolling out a tool to allow companies to disavow or disown specific links. It's like an amnesty program. And it's a way to address the occasional case when some bad actor is buying poor quality links and pointing them at your site, in the hopes to trigger a ranking penalty. Finally you have a way to control backlinks.
  • [gotta breeze through these a good clip, Alex] But let's make sure we understand what's at stake.
  • It used to be that the more votes you had, the higher you'd show up in the search results. Over time, the algorithm grew more sophisticated, and over 200 factors came into play, including how recently the page was updated, various measures of the popularity of your website overall, etc. But links still account for more than half of why a search ranking appears where it does.
  • On China's Baidu, you still can.
  • How? Content.
  • So your site gains OVERALL credibility, but not specifically for the competitive terms that you're trying to rank for.
  • How? Content.
  • So let the document capture your process and commentary. It's read by the algorithm, not by humans.
  • Reconsideratioin Requests are ALSO made through Google's Webmaster Tools
  • If you're serious about developing a stronger presence on the search engines, don't buy cheap links. You need a coherent strategy.
  • Many agencies say that their systems are proprietary... etc. They say this to make what they're doing seem more complex than it is. It's really a question of discplined execution.
  • It used to be that the more votes you had, the higher you'd show up in the search results. Over time, the algorithm grew more sophisticated, and over 200 factors came into play, including how recently the page was updated, various measures of the popularity of your website overall, etc. But links still account for more than half of why a search ranking appears where it does.
  • We’re looking at different types of links and a systematic approach to building them. But all of this depends on generating that keyword rich content that we discussed in the last section.
  • And here’s an example of a detailed link building report that we provide to our clients. It’s not supposed to be large enough for you to read… just to get a sense of what detailed reporting looks like.[Take out a highlighter?] It has the URL of every backlink, the date created and verified, and more information about the anchor text, linking page, destination URL. In short, it’s far more information than you want. But you can see what our team is doing for your company on a day-by-day basis. We’re not afraid to practice this kind of transparency, because we work hard for our clients. You should demand this of your agency. If they balk, it may be because they’re employing automated tools or cutting corners in the ways we’ve discussed already.
  • Poll Question is LoadedAnother way we recommend evaluating the success of a campaign for our B2B clients is looking at the average deal value accruing from different keywords, and the conversion rate. With this sort of view, it’s possible to identify the keywords which are the most profitable and deserving the most emphasis. Since there is a dramatic, synergistic effect of having paid search ads (some studies say a 40% increase in clicks) alongside high organic ranking, some top performing keywords may even merit bringing in a paid search strategy on those keywords.
  • There’s a big difference between each ranking position…
  • Write a press release around a release of a product, a milestone, or a company presence at an event. Syndicate your press release through a paid service like PR wire, business wire, or PR Web. Don’t be surprised that there’s a surcharge to have a live link in the press release. These sites are considered highly credible by Google, and your press release could be re-posted by tens or even hundreds or thousands of other websites.
  • Add keywords as alternative-text to photos. This is a best practice for webmasters, since some people use browser add-ons that block images, But there’s a two nuances here. The alt-text renders as a link- so you’ve created an internal link. Share the image (with the alt-text) with partner sites (corporate parent site, conference presenter site, local business directory site) and now you’ve got an external link. I use this example because this kind of opportunity happens year-round across your company, and you’ll want to increase the SEO-IQ of your team such that you’re not letting these go by.
  • Search for your field plus the words “guest blogger” and you’ll likely find more than a few site hosts eager to hear from you! It’s a lot of work to generate fresh content constantly, and bloggers are often very open to having guest posts. Giving samples or freebies to bloggers is also a standard practice.
  • Since the algorithm update called “Panda”, websites with many outbound links have been held to a higher standard by Google. In the early days of search engines, Google depended on hierarchical directories to understand the web, and early rankings leaned heavily on these. But the algorithm has grown far more sophisticated, and directories have proliferated. Still, we’ve all found useful information in websites that list resources, but these tend to be all focused on a single topic. Websites with links to all different kinds of websites? This is where your “1,000 backlinks for $10”-type backlinks will end up, and the algorithm simply ignores them.
  • On Bing, too.
  • This is one of the key changes in the last year or so. Google doesn't just read the anchor text of link itself. It reads your entire webpage.
  • It's important to note that pages are judged separately- though your site's overall authority and relevance are ALSO key variables Google considers. The age of your site, and the number of pages, and the number of internally linked pages on the topic in question are all additional ranking factors.
  • How? Content.

Google Ranking Game Changer!  Disavow Links & What it Means for Your SEO Google Ranking Game Changer! Disavow Links & What it Means for Your SEO Presentation Transcript

  • Google Ranking Game Changer:Disavow Links & What it Means for Your SEO Alex Dunks SEO Expert & Business Development Manager Webmarketing123 @webmarketing123 #123webinar
  • Digital Marketing Agency specializing inSEO / PPC / Social Media / Website Design Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results. 2012 WE’RE ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES @webmarketing123 #123webinar
  • Some Practical Matters Yes! Just email Are the slides available? seo@webmarketing123.com Tweet today’s event using #123webinar @webmarketing123 facebook.com/webmarketing123 Stay informed by following us. webmarketing123 Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #123webinar
  • Google Introduces theDisavow Links Tool @webmarketing123 #123webinar
  • Webinar Agenda1 Why Links Matter & What Are "Unnatural Links"?2 What is the New "Disavow Links" Tool?3 Build Search Rankings From the Ground Up4 Build Links That You Wont Have to Disavow @webmarketing123 #123webinar
  • Why do links matter? @webmarketing123 #123webinar
  • A link pointing to a web pageis treated as a "vote" for that page toshow up in search results. @webmarketing123 #123webinar
  • We all know how valuable it is torank in the first few search results. @webmarketing123 #123webinar
  • Before Googles Search Engine,you could buy placement insearch results. @webmarketing123 #123webinar
  • As links became more valuable,a market developed to buy andsell them. @webmarketing123 #123webinar
  • And many tactics emerged togenerate these linksComment SubmissionsGuest Book SubmissionsPaid Directory Submissions Plus... Evolution &Article Submissions & Syndication Automation of EachLow quality blogs and link farmsLink Exchanges, Wheels, Schemes @webmarketing123 #123webinar
  • But Google got progressivelybetter at distinguishing naturaland relevant links. @webmarketing123 #123webinar
  • Google promises better rankingsfor natural links, and penalties forunnatural links.But for years, these were empty threats @webmarketing123 #123webinar
  • But natural link-building is hard1. Its extremely time-consuming andexpensive to do the content creation andoutreach to legitimately generate high qualitylinks. @webmarketing123 #123webinar
  • But natural link-building is hard2. When another website links to yours, itsoften on your company or productname, NOT on the keywords youre hoping torank for.What You Get: "My Company"  www.mycompany.comWhat You Want: "Desired Keyword"  www.mycompany.co @webmarketing123 #123webinar
  • But natural link-building is hard3. Its also common to build or buy links andgain ranking on a keyword doesnt ultimatelydrive conversions. "Poorly Chosen Keyword" ≠ Conversions @webmarketing123 #123webinar
  • Facing this,many marketers bought links...This summers Penguin update disrupted thepaid link economy and imposed penalties.A drop from page 1 to page 2 is likely tocripple lead generation from Search. @webmarketing123 #123webinar
  • Marketers discovered it was:Difficult to get Google to reconsider analgorithmic or manual ranking penaltyEven more difficult to get those paid linkstaken down @webmarketing123 #123webinar
  • Some link providers opportunisticallymade marketers pay to have theirpaid links taken down. @webmarketing123 #123webinar
  • Webinar Agenda1 Why Links Matter & What Are "Unnatural Links"?2 What is the New "Disavow Links" Tool?3 Build Search Rankings From the Ground Up4 Build Links That You Wont Have to Disavow @webmarketing123 #123webinar
  • Disavow Links ToolWithin Google Webmaster ToolsBefore you can use Googles (free) WebmasterTools, you first have to verify that you are the siteadministrator. @webmarketing123 #123webinar
  • Disavow Links Tool Instructions: Simply upload a text file, Either excluding all links from a particular, like this: domain:google.com domain:yahoo.com domain:facebook.com or naming specific URLs, like this: http://www.spamdomain2.com/Page1.html http://www.spamdomain3.com/Page5.html @webmarketing123 #123webinar
  • Disavow Links ToolThey recommend including notes (after a # sign), asyou may be downloading, editing, and re-uploadingthe same document if you have future revisions.Expect the process to take a few weeks. @webmarketing123 #123webinar
  • What Does the Tool Do?It effectively adds a "no-follow" attribute to thelink, neutralizing its capacity to affect ranking ortrigger a penalty. @webmarketing123 #123webinar
  • When to Use the ToolGoogle suggests you FIRST attempt to manuallyrequest removal of the links, as their removal processwill take some weeks.Make those manual requests and these DisavowLinks Tool submissions BEFORE you submit aReconsideration Request, and refer to your efforts inyour Request. @webmarketing123 #123webinar
  • Which Links Should You Disavow?Dont accidentally disavow good links! @webmarketing123 #123webinar
  • Bing has a comparable toolWithin Bing Webmaster Tools @webmarketing123 #123webinar
  • Webinar Agenda1 Why Links Matter & What Are "Unnatural Links"?2 What is the New "Disavow Links" Tool?3 Build Search Rankings From the Ground Up4 Build Links That You Wont Have to Disavow @webmarketing123 #123webinar
  • Are you building your SEO strategy on a solid foundation?Red flags: • You are unsure of the keywords you are targeting or if they are "any good” • No keyword mapping • No concerted link building effort • Not tracking keywords from source to paying customer • Little to no content generation efforts that are consistent with keyword mapping @webmarketing123 #123webinar
  • Make a Plan: First lay a strong foundation @webmarketing123 #123webinar
  • Make a Plan:Keyword Selection @webmarketing123 #123webinar
  • Use Tools that Google Provides Google Search: Google Keyword Tool @webmarketing123 #123webinar
  • Its not rocket science... @webmarketing123 #123webinar
  • Make a PlanKeyword SelectionKeyword Mapping @webmarketing123 #123webinar
  • Make a PlanContent GuidelinesKey thought: Who is going to write this content?!Know the requirements before you begin. @webmarketing123 #123webinar
  • Content Mapping Document @webmarketing123 #123webinar
  • This culminates in a link strategydocument @webmarketing123 #123webinar
  • Link Strategy Document Content is the fuel that powers a link building strategy @webmarketing123 #123webinar
  • Planning ImplementationIteration Tracking @webmarketing123 #123webinar
  • Transparency in ReportingKey thought: When was the last time you saw alinking report? Is your agency even adding links? @webmarketing123 #123webinar
  • A ranking report should showsteady progress over time. @webmarketing123 #123webinar
  • Benchmark so you know where you are at @webmarketing123 #123webinar
  • But reporting shouldnt stop there.How are individual keywordsperforming in terms of revenue? @webmarketing123 #123webinar
  • Which Keywords are Converting. At What Value? @webmarketing123 #123webinar
  • Webinar Agenda1 Why Links Matter & What Are "Unnatural Links"?2 What is the New "Disavow Links" Tool?3 Build Search Rankings From the Ground Up4 Build Links That You Wont Have to Disavow @webmarketing123 #123webinar
  • Game Plan forLink Building in the Modern Era @webmarketing123 #123webinar
  • Three-Month Game Plan Low Hanging Fruit @webmarketing123 #123webinar
  • Three-Month Game Plan Low Hanging Fruit Press Releases @webmarketing123 #123webinar
  • Three-Month Game Plan Low Hanging Fruit Press Releases Images & Alt-Text Alt-text: “online presentation software” @webmarketing123 #123webinar
  • Three-Month Game Plan Low Hanging Fruit Press Releases Images & Alt-Text Guest Blogging @webmarketing123 #123webinar
  • Three-Month Game Plan Low Hanging Fruit Press Releases Images & Alt-Text Guest Blogging Relevant Directories @webmarketing123 #123webinar
  • Three-Month Game Plan Low Hanging Fruit Press Releases Images & Alt-Text Social Guest Blogging Search Relevant Directories Social @webmarketing123 #123webinar
  • Social Influences Search, and Can Earn Links @webmarketing123 #123webinar
  • Social Influences Search, and Can Earn Links @webmarketing123 #123webinar
  • Three-Month Game Plan Low hanging fruit Press Releases Images Guest Blogging Relevant Directories Social @webmarketing123 #123webinar 5
  • Key Takeaways• Remove or Disavow Problematic Legacy Links.• Don’t waste effort. Lay a strong foundation by establishingthe right keyword list and checking your goal-tracking.• Use diversity as a guiding principle for keyword strategy,link sources, and your overall link profile. @webmarketing123 #123webinar
  • WE ARE EXPERTS AT BUILDING TOP LINE REVENUEGROWTH FOR GLOBAL ENTERPRISES WITHTARGETED, COST-EFFECTIVE DIGITAL MARKETING @webmarketing123 #123webinar
  • We invite you to… Download: 2012 State of Digital Marketing Report webmarketing123.com Talk to a digital marketing expert: SEO/PPC/Social Media Marketing Measurement/Analytics Approach Lead Gen Effectiveness seo@webmarketing123.com TEAM UP WITH ONE OF THE Questions? Feedback?alex.d@webmarketing123.com FASTEST GROWING PRIVATE COMPANIES IN THE U.S. (2012) @webmarketing123 #123webinar
  • How does Google evaluate a link?The "anchor text" itself:The surrounding text: @webmarketing123 #123webinar
  • How does Google evaluate a link? The overall content of the page: @webmarketing123 #123webinar
  • How does Google evaluate a link? The metatext, hidden code on the page that only Google reads: e.g. Page Headers @webmarketing123 #123webinar