Google's latest algorithm update, Jagger dropped site rankings
dramatically of those that relied heavily on reciprocal linking
schemes and especially those that gained most of their inbound
links from limited networks of sites controlled by single
companies. Some firms routinely sold those links and marketing
firms had provided links from their own network of sites
to clients.
This type of artificial link inflation has clearly been
downgraded by Google in the Jagger update and many sites
participating in extensive purchased links as well as marketing
network links have been dropped dramatically in rankings
of competitive phrases they previously did very well for.
Some of my own clients that had extensive reciprocal linking
schemes in place have dropped in rank quite seriously. They
naturally come running to me to ask why. When I point to
their reciprocal links directory, full of non-relevant reciprocal
linking partners, they can barely believe me that it would
drop their rank so severely. When I remind them that I had,
very early in our relationship, suggested that they drop
those link directories from their site, it is difficult NOT
to smile while saying "I told you so" to them.
One client had recently agreed to a substantial writing
project to add extensive copy and additional textual material
on their industry and products to their site. They were ranking
on page three of results at Google previous to the Jagger
update and I had convinced them that that position could
be improved by adding about 20 pages of focused and highly
relevant copy to their site. I completed that project a few
weeks ago and we're waiting for review and editing for the
new section to go live.
Meanwhile, Google completed the Jagger update and this same
client has dropped dramatically in rank for their most coveted
keyword phrases. Why? They had been participating in a large
link agreement with a single network of sites - a network
that was not relevant to their industry or their products
- but with thousands of links throughout the network pointing
one-way links to them using anchor text with their keyword
phrases included. Now that network has been recognized in
the latest Google algorithm update and the client site is
no longer rewarded for those thousands of links. They lost
their page three position and have dropped entirely off the
charts.
But - and I'm smiling here - as soon as we go live with
the 20 new pages of highly relevant and focused copy that
I just completed for them, I'm sure they'll bounce back in
the rankings as soon as the new section is indexed and ranked
where highly relevant and useful copy belongs. This will
clearly demonstrate the value of that added copy and is likely
to guarantee that we continue with the additional 30 pages
of valuable industry and product content I had previously
recommended. More industry focused and highly relevant content
means better rankings.
I've long insisted in my online ramblings that reciprocal
linking is a form of insanity. Thankfully, now Google has
agreed and clients are returning to have me save their position
on the SERP's. We'll first do what I recommended several
years ago and begin seeking one-way inbound links from relevant
vertical directories, industry news sites and client partners
and vendors. Then we'll add substantial relevant textual
copy - both original content and industry news, how-to's
and reviews contributed by partners and vendors.
Once they bounce back in rankings due to the added content
and new worthwhile links, I'll be smiling again along with
my clients. Maybe they'll believe me more readily when I
tell them not to look for quick fixes and easy answers. Because
it's more expensive and time consuming to do things well
(add relevant content and seek one-way inbound links) than
to look for the latest simple tricks to game the system.
Mike Banks Valentine © Copyright November, 2005
Mike Banks Valentine operates http://WebSite101.com Free
Web Small Business Ecommerce tutorial and Provides SEO content
aggregation, press release optimization and custom web content
Web Content Article distribution by http://Publish101.com
Further reference on technical aspects of the Jagger update
at: http://shorl.com/dovipusteteja
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