Penalty Abatement Re-thinking Linking

Penalty Recovery Case Study

Case Study - BackgroundThis site was “sold” on all links are going to help you and contracted with various SEO agencies to build links. They never checked the quality or methods and ranked highly for a number of years … until Google took notice.

Link Building Tactics•Article Directories•Directory Submissions•Link Wheels•Private Link Networks•Paid Links (direct to website)

Case Study – Manual ActionThis site was “sold” on all links are going to help you and contracted with various SEO agencies to build links. They never checked the quality or methods and ranked highly for a number of years … until Google took notice.

Case Study - BackgroundSite lost 50% of traffic from Google Organic overnight

Case Study - HistoryClean up•SEO Agencies continued building poor quality links after penalty•Link Removal Requests (documented)•Estimated 6k domains disavowed ~20k links

Parallel Strategy•Link Acquisition Strategy•Alignment with all Internet Marketing Departments•Content Marketing•Online Promotion•Organic Outreach•Paid Social Promotion•Public Relations connections

Case Study – ProcessData Collection:•Prior SEO Agency Reports (NONE – did not exist)•Google Search Console (Webmaster Tools)•Bing Webmaster Tools•Ahrefs.com•LinkResearchTools.com (24 link data sources)

Case Study – Data Consolidation

Case Study – Manual Review

Case Study – Manual Review

Case Study – Manual Review

Case Study – Link Removal Requests

Case Study – Disavow LinksNo URL level disavow – only root domain level

Case Study – Reconsideration Request“Keep in mind that removal of a manual action doesn’t

guarantee that your site’s ranking will increase”

Case Study – Acquiring New Links (parallel)

“Keep in mind that removal of a manual action doesn’t guarantee

that your site’s ranking will increase”

The penalty removal basically removes the barrier to ranking, it does NOT allow you to gain your old rankings back.

Case Study – Content MarketingInfographicsIn-depth ArticlesTrending ContentEmotional Hooks

Utilize contentas the anchorFor outreachcampaigns

Case Study – Online Promotion•Facebook•Twitter•Instagram•LinkedIn•Snapchat•StumbleUpon•Etc …

Case Study – Integrated Marketing ChannelsLeverage all marketing channels with organization

•Social Media•Paid Search•Public Relations•Press Releases•Email Marketing•Newsletters•Customer Retention•Partner Relationships•Affiliate Marketing•Etc …

Case Study – RecoveryClean up work must be done in parallel to acquisition campaigns or you push your timeline out.

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