Smart Optimization – Think About Your Links Before You Build ‘em


Google’s search engine algorithm changes hundreds of times a year.  While spam does still exist (and still effectively ranking sites albeit in an extremely high risk / volatile environment), link building should be about acquiring the links your website deserves based on merit, trust, and relevance — not ‘hey, this shady technique seems to be working so I’ll jump aboard the train!’.  Google will always catch-up to the optimization strategies of today – and for websites using spammy on-page and/or off-page optimization, they will all eventually bite the dust.  Maybe not today, maybe not tomorrow.  However, Panda & Penguin wiped-out the highest percentage of high-rankings in the history of Google’s algorithm updates. Where are they now?  What are they doing?

Enter Link Disavow Tool.  In mid-October of 2012, Google introduced a new tool enabling webmasters to ‘disavow’ or ‘disregard’ selected unwanted links pointing to their website(s).  A vast majority of webmasters believe this tool was created due to a tactic called ‘negative seo’ – companies intentionally sending spammy links to their competitors in hopes of ranking-drops.  Google states that this tool provides ‘suggestions’ – not ‘directives’.  Meaning, if you (or a SEO company) has built unrelated & unnatural links to your website in the past, there is no guarantee this tool will fix everything…but it’s a start.

Instead of having to spend countless hours merely ‘attempting’ to undo these questionable inbound links, now, more than ever before: you have to start thinking about your links before you build them!

The future is coming.  Actually, it’s tomorrow.  Then, the day after.  The search engine algorithms are a well-oiled machine; they don’t stop and wait for you to play catchup.  Creating compelling content, engaging in content-marketing and exploring authentic & relevant link building opportunities are the only effective ways to succeed long-term.

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