In recent months, there has been some controversy about acceptable link building practices. Some parts of the SEO community have been confused by what Google has been doing. The Panda and Penguin updates have helped Google in their fight against unnatural links. This does not really mean that there have been massive changes in the ethical rules. However, it does mean that those sites which have not benefited from high quality link building may be vulnerable.
Vulnerability to warnings and penalties
Purchasing of links has not been allowed for several years now. Link buying can get a site into trouble with Google. Nor will it get a site links which are relevant or of a high quality. Many people who know something of SEO will be aware of these facts. However, there have consistently been some consultants who have ignored them. They have taken liberties with the fortunes of their clients. Site owners have been affected by warnings and penalties as a result.
New penalty issues
As Google gets more adept at locating unnatural links, so more offending sites are caught out, but a problem can arise where a site is punished for work done by a consultancy several years ago. If they are now getting assistance from a fresh consultancy, it can seem unfair that they are being hit by the behaviour of a company they no longer have a connection with. Sometimes, the feeling of injustice is made worse because the consultancy which damaged the prospects of the site wants paying to correct the issue.
What is to be done?
Any site owner must ensure that they are being helped by a genuinely ethical consultancy. If this has always been the case, then they should not actually have any problems. However, if they have switched from an unethical enterprise to one which respects Google’s ethical framework then there may still be problems. If a warning is received from Google in relation to dodgy links then these links should be removed.
Easier in theory than practice
The removal of damaging links can be easier in theory than practice. For example, the offending links might not have been obtained recently. Working out which they are can be a little tricky. An ethical consultancy should have the power to negotiate with a less ethical predecessor to establish which links are causing the problem. It can then be possible to have the links removed without paying the offender who caused the difficulty in the first place.
If the old consultancy tries to get out of it
The consultancy which caused the setback can still try to wriggle out of taking the necessary action. They can say that they have to check on links which have been added since they lost their role in relation to the site. They then need reminding that the new consultancy is clear that any fresh links gained are not the ones which have caused the situation. When the old consultancy does act appropriately, Google can be told what has been done to the site if this is necessary.
For more information please visit – www.seoconsult.com/our-seo-services/seo-Link-Building.html
