Google’s Penguin update struck months ago, but many webmasters and SEOs are still struggling to master link building in the new ecosystem. What does Google consider to be a good link?
Let’s Get One Thing Straight: SEO Expert And Links Are NOT Dead!
Many webmasters who saw their link building tactics stop working came to the conclusion that SEO and link building are dead. This happily not the case. SEO and link building may be a bit harder, but even the “little guy” can still build rankings in Google search results.
It’s All About Real, Natural, Quality
Google has been telling webmasters for years to focus on the user, not the search engine algorithm. Until recently, though, Google’s algorithms didn’t really match what they were saying. Google said to focus on the user, but kept ranking sites that did the exact opposite. The Panda and Penguin updates were both significant changes to reward websites that use user-friendly strategies, and to penalize websites that use low-quality strategies intended primarily to gain rankings.
Do What Real Companies Do?
Google wants to reward companies who gain links because they are doing awesome stuff for the community, the user, and the web. (Not companies who gain links because they spend lots of money and time buying or building links.) As Wil Reynolds has memorably said, “Do Real Company Stuff” (although on occasion he uses a 4 letter word in place of stuff…). In other words, use tactics that build publicity, happy users, and a good brand, not just links.
What Is Real Company Stuff?
Build a brand
Engage with customers (build relationships, sponsor contests, etc.)
Publish awesome content
Deliver a great product service (your customers may promote you themselves!)
Share expertise and data
Engage with journalists and press
Create/sponsor local or industry events
What Is Natural?
One of the metrics used in Penguin (and other recent algorithm changes) is anchor text optimization/density. In general, if a website has a high percentage of backlinks that use keywords as anchor text, the website is using low quality link strategies. Why? Two reasons:
Webmasters naturally tend to link using the brand name, website url, or navigational texts (click here, etc.) far more often than they use keyword anchor texts.
The best links are generally links that are naturally given from other webmasters, where you aren’t the one initiating or controlling the link.
Let’s Get One Thing Straight: SEO Expert And Links Are NOT Dead!
Many webmasters who saw their link building tactics stop working came to the conclusion that SEO and link building are dead. This happily not the case. SEO and link building may be a bit harder, but even the “little guy” can still build rankings in Google search results.
It’s All About Real, Natural, Quality
Google has been telling webmasters for years to focus on the user, not the search engine algorithm. Until recently, though, Google’s algorithms didn’t really match what they were saying. Google said to focus on the user, but kept ranking sites that did the exact opposite. The Panda and Penguin updates were both significant changes to reward websites that use user-friendly strategies, and to penalize websites that use low-quality strategies intended primarily to gain rankings.
Do What Real Companies Do?
Google wants to reward companies who gain links because they are doing awesome stuff for the community, the user, and the web. (Not companies who gain links because they spend lots of money and time buying or building links.) As Wil Reynolds has memorably said, “Do Real Company Stuff” (although on occasion he uses a 4 letter word in place of stuff…). In other words, use tactics that build publicity, happy users, and a good brand, not just links.
What Is Real Company Stuff?
Build a brand
Engage with customers (build relationships, sponsor contests, etc.)
Publish awesome content
Deliver a great product service (your customers may promote you themselves!)
Share expertise and data
Engage with journalists and press
Create/sponsor local or industry events
What Is Natural?
One of the metrics used in Penguin (and other recent algorithm changes) is anchor text optimization/density. In general, if a website has a high percentage of backlinks that use keywords as anchor text, the website is using low quality link strategies. Why? Two reasons:
Webmasters naturally tend to link using the brand name, website url, or navigational texts (click here, etc.) far more often than they use keyword anchor texts.
The best links are generally links that are naturally given from other webmasters, where you aren’t the one initiating or controlling the link.
1 comments:
Nice post
Mia
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