The SEO casualties are ascent and accusations are flying. “Negative SEO” is the primary culprit, but what is it? What forms does it take? And how does it alike exist? Google is involved, but so is an disregarded player: your adversary within.
Big Cast Google Penalties
We accept apparent big brands bead in Google rankings every month: Interflora, RapGenius, Expedia and afresh the big retail coffer Halifax, aloof to name a few. It shouldn’t accept been surprising. After all, Google is bright that approach alfresco their Webmaster Guidelines are advised “Black Hat SEO” and will be punished. But this has not consistently been the case.
Why Does Google Penalize Sites?
Google has been angry abetment of their algorithm for years. The arch of Google’s web spam team, Matt Cutts, has continued preached adjoin affairs links and architecture low affection links to dispense their algorithm.
However, it worked, and so anybody did it. Actually, a accomplished industry (Search Engine Optimization (SEO)) emerged and flourished because Google did not carefully accomplish their terms. Abounding companies congenital their business archetypal on manipulating Google’s algorithm to get a lot of cartage at low cost.
That all afflicted in 2012 back Google assuredly cool bottomward on corruption of their algorithm. They launched a new anti-spam algorithm alleged “Penguin” that punishes bogus and baneful links to a website. Bargain tricks aback chock-full working. Overnight, it acquired tens of bags of websites to bead from Google chase after-effects like asleep flies.
Today (and three Penguin updates later), it’s bright that not alike big brands are allowed anymore. Once accepted SEO loopholes are gone; abiding link-building approach accept acutely changed; and “shortcut SEO” is now deadly, able of crippling your brand.
Expedia and Cast Inequality at Google?
When Expedia alone from chase results, we advised their articulation profile. In our analysis we begin that Expedia acclimated a lot of old and anachronous SEO tricks, and it was alike worse for Halifax. Both got abroad with their tricks for too long.
One acumen they evaded actuality bent was because their tricks attenuated into a huge backlink contour that additionally independent a lot of accustomed links.
Another acumen is that Expedia is – or was – one of those big brands that was “too big to fail.” Their branded agreement (ex. – Expedia) are dwarfing their bogus money agreement (ex. – “Cheapest Flights”), giving them the actualization of a advantageous articulation profile.
In contrast, baby or boilerplate sized businesses generally alone accept a scattering of links, with best actuality aberrant links from some Asian SEO sweatshop, and few cast mentions. That abridgement of cast architecture makes a big difference.
Three Types of Abrogating SEO
#1 – Intentional Abrogating SEO by Competitors
When you apprehend about Abrogating SEO, it’s usually in the ambience of a super-powered adversary application their time, money and activity to annihilate their competition’s rankings rather than advance time into their own marketing.
Unfortunately, in some industries, Google’s algebraic changes accept fabricated it cheaper to aching a adversary rather than to advice their own website.
#2 – Low Affection SEO Internally Initiated and Prolonged
Internal low affection SEO is the additional and best accepted blazon of abrogating SEO by the adversary aural – your CMO or CEO. These managers generally feel their cast is advantaged to a lot of chargeless cartage from Google – a accepted and baleful delusion still animate in bags of amenable minds today.
These adventitious saboteurs generally admit artful approach and again artlessly balloon about algorithm changes. Soon, their articulation profiles are aggrandized with spammy links and in Google’s crosshairs. Even as a C-Level controlling you should apperceive your boilerplate Articulation Detox Accident score, aloof like you should apperceive the amount per company to your website as a key achievement indicator.
The age of “cheap articulation building” is continued past, although we still generally get enticed by some unsolicited mail. Today, one amiss acquirement from such a bell-ringer could annihilate your website’s Google cartage if you’re a baby business.
#3 – Collateral Damage Abrogating SEO
The third and final Abrogating SEO blazon is automatic spam websites. Without you anytime analysis it, they body baneful links to your website. As a side-effect, these links access accident in your articulation profile. This blackmail can be mitigated by practicing safe SEO and articulation accident management.
How the SEO Game Has Changed
SEO has afflicted a lot in the aftermost two years. To illustrate, let’s say SEO is like surgery. Until 2012 it was altogether adequate to accept a dozen doctors slicing about inside, removing pieces, abacus others, and then, at some supernatural moment, one of the doctors implants the appropriate allotment and aggregate is perfect. Nothing could go wrong.
Sounds absurd? It is. This was how simple and adventuresome SEO was. I’m afraid how continued it worked. This appearance is over, but best SEO agencies are still alms what I would alarm “malpractice” today. It’s shocking. Managers amenable for website cartage are beneath burden to bear results, but they MUST NOT abstain how SEO rules and accessible after-effects accept changed.
Doing SEO the appropriate way is added important than ever. On paper, an SEO attack that uses bargain and artful approach may view attractive, but it’s sacrificing the continued appellation bloom of your cast and website for unsustainable abbreviate appellation gains. Now is the time of practicing safe SEO and articulation accident management.
How to Tackle ALL types of Abrogating SEO
- Make SEO accident a C-level KPI.
- Perform advancing articulation audits for all your domains, alike the redirected ones.
- Focus on architecture affection links, not quantity.
- Automate your articulation accident management. Nobody can manually appraise bags or alike millions of links.
- Perform advancing articulation disavows and abatement outreach. Get rid of baneful links fast with accoutrement like Pitchbox for automating outreach, deeply chip with your SEO accoutrement like LinkResearchTools.
Negative SEO is a actual absolute and present blackmail to abounding companies online. But this blackmail generally comes from your own accomplished business efforts. Abridgement of accuracy and benightedness to accomplish articulation audits and accident administration can annihilate your business overnight, or at best abate your website’s cartage by double-digits. Heeding Google’s guidelines and practicing safe SEO would accept helped Halifax and Expedia abstain their cher penalties. Expedia abstruse their assignment the adamantine way and afresh accepted that they now analysis their SEO methods. Now all business admiral should put this catechism at the top of their agenda: “How baneful is our website’s backlink profile?”