//7 Tactics of Popular Links That Would Not Work by @martinibuster
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7 Tactics of Popular Links That Would Not Work by @martinibuster



7 tactics of popular links that would not work by martinibuster - 7 Tactics of Popular Links That Would Not Work by @martinibuster

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There are eight types of linking practices that Google can identify and prevent from passing PageRank. Most examples include links to Googlers' research, patents and statements confirming that this is possible.

1. Historical Data Link Trap

This is an error that anyone can commit. There is a patent for many years that took note of changes to a web page, including inbound and outbound links, then determined whether or not they were spam or natural.

This patent is called, Searching information on the historical database .

Google has snapshots on the web, including snapshots of the status of linking templates. The most common and easily detectable error is to add a link to an existing web page.

This patent dates from 2003. Matt Cutts, head of Google's anti-spam service, is listed in the patent as one of the authors. This is a good sign that this patent has a powerful anti-spam component.

Algorithm for tracking additions and deletions

Among the various tasks covered by this patent, one of them was to follow the link changes. on a web page.

How many links are added to a web page? How often are links added to a web page? How often are links deleted from a web page?

This patent covers a wide variety of link changes on a page. and links to a web page.

Here is a sample of the elements covered by this patent:

Process according to claim 26, wherein the measurement of the freshness of a link associated with the document is based on at least one date of appearance of the link, a date of modification of the link, a date of appearance of the anchor text associated with the link, a date of modification of the text of the link anchor associated with the link, a date of appearance of a link document containing the link, or a modification date to a link document containing the link.

The sale of links was an activity of several million dollars in those years. Around 2006-2007, Google was able to identify paid links and began to devalue them.

I know it because a sales executive of a sales company told me that many of the links that they were selling were no longer working. .

There were several theories. In retrospect, something like the patent of historical data could be used to easily spot paid links. Google could simply monitor web pages that added and removed links.

One way for Google to detect paid links or some poorly managed PBN links is to: monitor changes to incoming / outgoing links that come and go from pre-existing web pages.

Web pages change all the time. However, some changes are typical of additions and subtractions of spam. These are time-based and also involve the monitoring of anchor text.

The addition of links to previously published articles for the purpose of influencing Google may be one of the most common mistakes that turn against link manipulators.

As a general rule, the link can work from a few weeks to a few months. Then the links stop working and the site starts a ranking slide.

2. EDU Discount Link Building

Here is an example of a summary link building tactic. Offering something in exchange for a link is a paid link. Overstock.com was reportedly penalized by Google in 2011 for offering discounts to university students in exchange for links.

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Overstock.com apparently offered discounts to universities in exchange for links to their product pages. A university has published a PDF document with discounts for students.

Unfortunately for Overstock.com, the document apparently contained the text of the awareness campaign with instructions for linking to the product pages of Overstock.com. The PDF file no longer exists but Archive.org has a snapshot here .

For some reason, people still recommend creating a discounted link. As you can see on the link above, this tactic is burned, it's bad news. Do not do it.

3. Free Products and Samples

This is another variation of a paid link. What's interesting about this tactic is that it can be illegal because it can violate FTC rules against the publication of paid reviews with products, samples or other compensation.

The official guidelines are as follows: FTC – Guides on the Use of endorsements and Testimonials in Advertising

An Easy FAQ to Read about endorsements is here. FTC Support Guides: What People Demand

4. Content Marketing Links

It is not a question of posting as a guest. It is a different form of content marketing.

Content marketing is a lot of things. A valid version is to publish articles on its own site to establish the site as an opinion leader and create a useful resource that generates goodwill and links.

Another version of content marketing is hiring an editor to publish an article. on a third-party website, with a link to the customer from the article.

These types of article links usually do not contain evidence that a payment has been made to the author for the article and the link. This is advertising.

When money or other consideration is exchanged for a link, this is considered advertising made for promotional purposes.

This may violate the FTC guidelines cited above. A relevant section can be found here:

"Your spokesperson must disclose his / her links when promoting your products outside of traditional advertising media (in other words , on programs that consumers will not recognize as paid advertising). The same directive would also apply to the expert's comments on his blog or on his website. "

And here is another example:

" I am a blogger and XYZ Resort Company sends me by plane to one of its destinations and take care of me for a few nights. If I write an article about the destination, how can I disclose the free trip?

Your disclosure might be right, "XYZ Resort paid for my trip" or "Thanks to XYZ Resort for free It would also be accurate to describe your blog as" sponsored by XYZ Resort ".

The following rule is taken from the FTC .Com Disclosure Guidelines. Here it is said that an advertisement must have an ostentatious disclosure. If it is not possible to place this disclosure in the context of advertising, this context should not be used.

This can apply to the context of an article written on behalf of a client and published on the Internet. Website of a third party.

For example, a major web host could contract with an editor specializing in technical articles on WordPress, SEO, etc.

This writer could also place links in articles to their clients, unknown to the blog itself. This is an advertisement on behalf of the author's client who is placed on the blog of the host.

The following FTC directive states that if the advertisement can not be disclosed (as in a hidden arrangement), then the advertisement should not exist.

"If a disclosure is necessary to prevent an advertisement from being untruthful, unjust or otherwise contrary to a Commission rule, and that it is impossible to disclose it in such a way clear and visible. , this ad must not show. This means that if a particular platform does not allow the disclosure of clear and visible information, it should not be used to broadcast advertisements requiring disclosure. "

5. Virus Link Campaigns

How viral link campaigns can be useful

Viral link campaigns can be useful. A viral link campaign can be useful if it is heavily targeted at the demographic of people who would become buyers and if the links generated on the corresponding web pages are related.

In my opinion, part of the value of viral link campaigns lies less in creating links and can be in awareness. Raising awareness of a company is valuable.

How viral link campaigns may fail

However, the more general the campaign is, the less likely it will be to result in relevant links. In this scenario, the value may not exist in the context of ranking, linking, and referencing.

Creating a viral contest or another form of viral cascade to obtain links can often result in the creation of irrelevant inbound links. Google delivers irrelevant links.

The page and / or the immediate context of the link must have significant relevance for the site to which the link is associated. If the relevance of the link is about the topic of the viral campaign, these links can help you rank this site on this topic.

A friend told me the story of a company that ran a campaign for his real account. real estate company. The campaign was a contest on the world's worst real estate portrait photography. Years later, the real estate site was unable to find meaningful expressions, but it received a lot of traffic for expressions such as the worst real estate agent in the world.

Now imagine bloggers and news agencies related to a toy retailer website because The Toy Retailer has created the world's largest teddy bear. All links have the context of the world's largest teddy bear. The landing page they're pointing to is the viral link page on the world's biggest teddy bear.

This site will rank as the largest teddy bear in the world. But these thousands of links will not help the site rank their important search queries because none of these links come from the context of a particular toy, or from a link to a particular toy. So, how can this site rank for yo-yo when all their links are about the world's biggest teddy bear?

He will not do it. They never do. I made a presentation at a conference on internet marketing several years ago and one of the audience members was confused as to why his viral link campaign extremely successful did not manage to increase rankings and sales. The above description explains why irrelevant viral link campaigns fail in terms of ranking and sales improvement.

Do not overlook the importance of awareness through a viral link campaign. The viral link as a strategy can be useful. Do not expect that a viral campaign off topic will result in a ranking change.

Redirect the page of viral links to another page

As long as we are on the subject of viral links, it is a strategy that no longer works. This strategy dates back to the time when Digg was popular. The plan was to create a ton of viral links (irrelevant) to a page of viral links. Then, a few months later, reduce the page and make a permanent redirect to the home page or to a product page.

It does not work anymore and has not worked for many years. Google will not affect any PageRank or relevancy signals through a redirection (or canonical) if there is no relevance for one between the two pages.

6. Organize or Support a Philanthropic Event

In my opinion, it is highly unlikely that a philanthropic event generates links in a meaningful context. This is similar to a viral link campaign. The best links come from a context related to your subject and to a page of your site dealing with this subject. Match one.

This type of link is convenient and timely. That's why some SEOs can recommend them. They are easier to acquire than to create a situation that creates a truly high quality link.

This is not really the type of link that will change your ranking. I say this by personal experience with my own websites. Others and I experienced this about 14 years ago. This is not new. They simply do not move the dial in the rankings.

And if that's not enough for you, here's what Google's John Mueller said about charity sponsored links in a Webmaster Hangar:

[1945] ].

"… if you are sponsoring with your website … different clubs and sites where it seems that the main goal is to get a link, the junk mail team could take action .

… I would therefore try to take a look at the big picture and think, whether you do it or not, it's something you do systematically ; for example, to sponsor other sites or products for the purpose of obtaining a link or if this is a natural part of the Web.

7. Scholarship Links

PageRank and link ranking algorithms study the interconnection of websites. Google builds a map of the Internet and then probably creates what's called a reduced link graph, consisting mostly of links and non-spam pages. Then, as part of the ranking analysis, he organizes the Web into quarters by topic.

Now think about it. Is there a valid thematic relationship between a scholarship page and a site dedicated to Best Mattresses or web hosting? In a normal web map, a page on stock exchanges has no relation to a web site on web hosting and on most other niches.

The definition of the right word is: "convenient and practical even if it may be inappropriate …". Scholarship links are a timely solution to a difficult problem. What makes it inappropriate is that the link generated from such a transaction (it is a paid link) is irrelevant. So your ranking will not be changed.

A SEO may indicate that a link from a .edu will help to increase the authority of the domain of a page and give it an appearance of trust. Well, it's wrong in three different ways.

1. No domain authority .

2. No measure such as the trust metric used by Google.
(John Mueller, responding to the suggestion that a site would have acquired "long-term trust", stated: " I did not know that we would call this trust. or something crazy like that. "

3. The EDU liaisons are not special links because of their domain.

Take Away

Being Fashionable You have to follow the trends of the moment, like fashion, the creation of links has many tendencies, sometimes motivated by a lack of understanding of the functioning of links.

Regarding the creation of links, it is good to understand history It is also useful to understand how search engines use links Knowledge will help you avoid avoidable errors

Do not let anyone tell you what are patents and the Knowledge is useful. Understanding how search engines handle links may not require you to unnecessarily rank a website's ranking.

There are so many ways that a link building strategy can go wrong. These are, in my opinion, some of the ways a link might not count or help a site to position itself.

Images of Shutterstock, Modified by the Author


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