Recently, Google noted an increase in spammy links contained in articles referred to as contributor posts, guest posts, partner posts or syndicated posts. This new outbreak has been particularly virulent among sites publishing articles that are generally written by or in the name of one website, and published on a different one.
This informative blog post set my spidey-sense tingling. Should it be interpreted as more than a bland warning about the evils of link-building? Google usually signals major changes prior to implementation of what would, in this instance, be corrective action. Savvy SEOs know that these bland-seeming alerts should be heeded, for they give just enough time for alert site owners to correct any problems.
Link-Building — An Unusual Approach
In more than 15 years as a full-time SEO, link-building has always been the last effort on my list of must-do’s. Here are some reasons for my somewhat iconoclastic view:
• Links Are an Invitation for Your Visitor to Leave
Most of my clients are in the e-commerce space. Links, even links that open in a new window, still take a valuable visitor away from the site. If the information is essential, it should be on the page or somewhere on the site. Links should be references.
• Links Require Management
Links to and from outside sites can go bad, just like milk or fruit. There are tools available for managing links to make sure that your site does not have a load of dead links, but this just adds yet another line into an already too-long list of site maintenance tasks. For very large sites, this can become a non-trivial task; hence, it is too easy to let hygiene slip by the wayside. Just ask any email marketer about the problems and challenges of list maintenance.
• Good Content Attracts Links
A build-it-and-they-will-come approach has always been my recommendation. Content that is original, useful and highly targeted to your users will attract not only readers/users, but also links. This is completely congruent with Google’s recommendations.
What Are the Bad Links Google Is Targeting?
Google does not discourage linking in articles when they inform users, educate another site’s audience or bring awareness to a cause or company. This type of link can readily grow from quality content. Google is discouraging link-building schemes where the main intent is to build links in a large-scale way back to the author’s site. Google also indicates the traits of links in articles that violate their guidelines. These include:
- Stuffing keyword-rich links to your site in your articles that appear on other sites.
- Having the articles published across many different sites; alternatively, having a large number of articles on a few large, different sites.
- Using or hiring article writers who aren’t knowledgeable about the topics they’re writing on.
- Using the same or similar content across these articles; alternatively, duplicating the full content of articles found on your own site (in which case, use of rel=”canonical” in addition to rel=”nofollow” is advised).
Google notes that when the search engine detects such spammy links, it may alter its perception of the site and impact its ranking.
In short, punishment in the form of ranking demotion should be expected for those who do not heed this warning and clean up their acts. So, if you use contributor posts, guest posts, partner posts or syndicated posts as part of your marketing, review how you are handling linking. Not sure of the value, but not ready to let them go, just “nofollow” the links.
Consider yourself warned, don’t persist, or you will be downgraded. Maybe not today, but sometime soon.