Increase your search success by understanding Google's latest update to link guidelines
Google updated its Webmaster Guidelines in the last few weeks, rather quietly, and focused on the link scheme documents, adding further refinements to the types of links that violate its guidelines.
As per usual the backlash from SEOs around the world has been vehement, but here I will give a neutral analysis of how this will affect the majority of brands' SEO campaigns, and how we can best use this information to increase chances of success in search.
In the first instance Google made it clear for anyone who hadn't got the gist already: if you’re building links by guest blogging relatively valueless content on a large-scale, expect Google to take action against this activity.
Guest posting is still a technique that can and should be employed, but Google is warning that the seeding of poor quality content via guest posts en mass is theoretically the same as using a link network, and will carry similar if not identical penalties.
The second directive warned Webmasters against the use of PageRank passing in advertorials. This is again old news; Google has stipulated since 2005 that paid links should not pass PageRank, so why is Matt Cutts speaking about it again? Because many SEOs are still using the same techniques.
Simply put, Google doesn’t want money to be changed hands for links. The reasoning from Google is viewers should be aware that content has been sponsored or paid for, so it must be abundantly clear to users whether a post is editorial or advertorial.
Lastly, Google warned that it is ramping up the scrutiny applied to anchor text profiles:
“links with optimized anchor text in articles or press releases distributed on other sites,”
Unnatural, orchestrated link profiles have always been frowned upon by Google, but this time Google goes much further, specifying that using keyword-optimised anchor text in articles or press releases distributed on external websites would also violate its Webmaster Guidelines. The following stuffed, spammy little snippet was included as an example:
“There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress.”
This is the change that has got SEOs up in arms, probably more due to the confusing nature of the news put out by the Webspam team. On one hand, the directive tells SEOs that links that pass juice with optimised anchor text are against Google’s webmaster guidelines, however the example provided shows blatant keyword stuffing.
So what are the takeaways from this news? Do we give up building keyword rich anchors? If so, what tools are at our disposal to signpost our content and appeal to generic search terms?
Well the example provided by the Webspam team shows exact match anchor text usage, so potentially using diverse, partial match anchor text phrases could still bear fruit for months if not years to come.
To add even further confusion to the message, in the video hangout below, when asked whether all press release links need to be nofollowed, John Mueller of Google Switzerland said even direct URL links should be nofollowed to be safe.