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Understanding the role that SEO and link building play in the success of a website is crucial for webmasters and business owners. Link building is often lumped together under the SEO umbrella with all of the other optimization activities that can be done on a website. However, making a distinction between SEO and link building is crucial during the planning phase of a website’s development.
There have been a lot of major changes in the last 1-2 years regarding how Google indexes and ranks websites in their search results. A lot of the advice and rhetoric from Google has pushed people towards creating great content and sharing that content so that it is recommended by others who find it useful. You are much more likely to hear someone from Google discuss how to write great content and make it indexable to the search engines than you are to hear them talk about how to build quality links to your website.
Filing a reconsideration request can fix a website that was hit by the Penguin algorithm.
Reconsideration requests are to be used for getting a website out of a manual penalty. The Penguin algorithm works on it’s own, and even if someone at Google decides that your website no longer deserves to be downgraded by Penguin, 99.99% of the time there is nothing that they can or will do to help you.
The idea that one could use their SEO knowledge to beat the stock market is not out of the question. In fact, I believe that the ideas discussed below provide a potential road map for how to do this successfully.
This is possible because there are publicly traded companies whose success and revenues are closely related to their performance on the search engine results pages. Yelp is one of the largest (and most familiar) examples of this. While their user base is extremely large, their “success” is tied directly to their performance…
Webmasters have been using the “no index, no follow” tag for several years as an effective way of preventing a website from being indexed by the search engines. However, Google has never promised that using these tags will prevent a website from being crawled 100% of the time.
Now, we have the evidence that explicitly shows that this tag does not work all of the time.
This can be a business owner’s worst nightmare. You wake up in the morning and someone tells you that your traffic has dropped 50% overnight and your website has fallen out of the top Google rankings for your keywords.
Don’t panic… yet…
The first thing that you should do as a marketer is try to figure out exactly what has happened and why. The proper course of action can be drastically different depending upon what type of SEO diagnosis you give the situation. This could be something simple like an intern doing something silly that Google did not like (ex; the staff at BMW once added ‘no index, no follow’ tags on every page and the website could not be indexed). In a case like that, you would be looking at 2 minutes of work that would completely change your situation.
Ignore Companies That Guarantee Ranking Results
There are almost no guarantees in the world of search engine performance. Even the best SEO tactics and link building techniques cannot completely ensure that you will rank in any certain position for a specific key phrase.
Companies that guarantee to make you rank #1 for the phrase that you want are unlikely to succeed. The fact that they are guaranteeing something that cannot be guaranteed should automatically disqualify them from your selection process.
The SEO community has known for a long time that links using the rel=”no follow” attribute do not pass pagerank. Most marketers ignore these links as part of their SEO mix and see no value here. While Google has acknowledged that these links do not pass pagerank, they have never said that these links “provide no value to webmasters”.
When someone Google’s your company name you want to own that first page of results and control the content that shows up. The first and best way to do this is to build the reputation and raking of your social media properties.
This includes your Facebook and Twitter pages, Linkedin profile, Youtube account, Pinterest account, and any other social media/business profile pages that you control. This will increase the SEO strength of these pages and make it more likely that these pages will show up in the #2, #3, #4, #5 spots in the search engine results when someone searches for your name.
This can give your brand name some protection from people who may be writing negative things about you on the internet. When someone searches for your brand name, they will see your main website in the top-ranking spot, followed by all of your social media accounts and profile pages. This is a wonderful result compared to a scenario where someone searches for your brand name, and they see a wide range of people writing negative things about you on sites like Ripoffreport.com, Yelp, Tripadvisor, or perhaps in their own blog articles or news postings.
For some nightmare stories about Negative Yelp Reviews, follow the link to another blog post about this very subject.
You can see this concept at work in the screen shot below. The green arrows represent websites where we are in control of the content. The red arrow is shown next to Yelp – a website where we do not have the ability to control the content. Ideally, you would want Yelp to be completely off of the first page of the results or at least below the fold.
Are you the owner of a small business and are pissed off that Yelp won’t publish your customer’s positive reviews? Join the group. A growing list of small business owners are up in arms since they’ve realized that Yelp is filtering out their positive reviews yet publishing every bad review.
Why Should You Care?
With over 90% of people using search engines as their 1st step to research your company and products, online ratings and review websites like Yelp are becoming more and more critical to your success; whether you know it or not.