Building links for effective marketing on the Internet is an ever evolving process. If you’ve been paying attention at all to what’s been going on with Google’s algorithm updates such as Panda and Penguin, you know that your website or blog has taken interesting twist and turns.
Penguin is specifically designed to get rid of bad inbound links coming into various web pages on your site from the Internet.
So when building links, you have to pay very close attention to the source of the links coming into your web pages. The tactic of using link exchange, where you link to another site and they link back to you, is long gone.
Also, link farms where people join a network of blogs and they all associate with one another and reside on the same server will cause you problems building links to your site.
You can No longer pay for links
Anything where you go out and pay for links, Google definitely has that on its radar and if they detect that you have links coming in from link farms or anything of that sort, you will get you into trouble.
You’re definitely going to lose rankings and traffic, and if you lose traffic you know you’re going to lose sales.
So take a look at your link profile and see who’s linking to you. How do you do that?
You can go into Google Webmaster Tools and actually see who’s linking to you. If you see that there’s a bad link coming into your pages, then you want to delete those links.
If you’ve lost any traffic because of those links, spiders will crawl your site and you can regain some of that traffic.
Has the Penguin update cost you rankings and loss of traffic?
There are stories online about different marketers, who lost a lot of traffic right after the penguin update, but they deleted some of the bad links and continued to build their site out and had great content, which enabled them to get quality links from other web pages, and they completely recovered their traffic in some cases.
We had the same situation with our blog when we first started building links. We lost 36% of the traffic after the penguin update, and since then we’ve recovered 90% of our traffic since then. So we’re very close to where we were before the penguin algorithm update.
The main thing is to not get discouraged or bent out of shape if it happens to you. I’m giving you this advice because I certainly did. I panicked when I saw the traffic that we lost and the rankings that went down.
But if you’ll be patient, keep a level head and keep doing the good stuff (creating quality relevant content), you can definitely rebound from the algorithm update and start building links again in no time.
What’s Google looking for on your website?
What Google wants to see is natural links coming into your web pages. They don’t want you doing anything they consider to be manipulative. Google was the first search engine to put so much emphasis on the quality of the links coming into your web pages to determine the quality of your website.
Back when they first started they were known as “Backrub”. It’s when one website sends links into your pages and it almost gives your site a “backrub”.
Their main concern is for the people using their search engine to have the best possible results and the best experience they can have. So all you have to do is work with Google. Give them what they’re asking for and you’ll be ok.
Stay away from anybody that promises you a bunch of links overnight or in a short period of time for a certain fee.
You can go out and still do guest blogging, but you want to make sure that the website that accepts your article is a high quality website, preferably a PR of 3 and above and relevant to your website.
Make sure that their pages have quality content on the page that they’re linking to you. It’s not like it was a year ago when web publishers were less discreet about whom they accepted content from.
Now, it’s gotten more difficult to do guest blogging because people are very much aware that they have to adhere to Google’s terms of service.
If you get an article that’s between 600-700 words, well researched and well written, placed on a good quality website with 2-4 links back to your website, you will do well.
Make sure not to put the same keywords in your anchor text over and over again. You must switch it up a little to make it look more natural.
One last thing, don’t make the mistake that we did early on and neglect your link building.
Link building is very important in Google’s algorithm. All we did at one point was add quality content and internal linking, but we neglected the inbound links because we didn’t have a particular strategy or schedule set up for that.
Once we started to implement the link-building schedule along with publishing quality content on a consistent basis, that’s when we saw the results we were looking for.