Google has just updated their link schemes document to include warnings against large-scale guest posting, advertorials and paid linksHyperlinks, also known as links, are the connection points on a webpage that take you to other webpages. that pass page rank and press releases with optimised anchor text. So, what does this mean for the future of link buildingLink building is a process of acquiring links pointing to your website. These links are obtained by creating content, participating in social media or commenting on other blogs.? Obviously, these are tactics that many included in their SEO strategy. Guest posting and press releases were thought to be relatively safe methods to gain links, but now those methods are being called into question. As it turns out, Google’s demands aren’t completely unreasonable.
Guest Posting
You are still free to guest post where you’d like, as much as you’d like. What Google warns about is guest posting on a large scale in order to pass page rank through keywordKeywords are the words and phrases that potential customers might search for to find your business. rich anchor texts. If you guest blog only for the purpose of building links, you’re doing it for the wrong reasons. The search engine giant is particularly looking at those who guest post on a large scale to sites with little or no value to the end user. This can lead to penalization, both for the hosting site and for your own. If you participate in guest blogging activities on a large scale, use nofollowThe nofollow attribute is an HTML tag that tells search engine crawlers not to follow a link. tags for your anchor textAnchor text is the text highlighted by a hyperlink. The words highlighted are crucial for SEO, informing Google’s crawling bots about the content of the site linked to., or at least use nofollow tags sometimes. Varying your anchor text is also helpful to avoid over-optimisation of certain keywords and key phrases.
Advertisements and Paid Links
Paid advertisements that pass page rank in any form have been frowned on by Google for a long time, so this comes as no surprise. Native advertising, too, will be taking a hit. Basically, Google wants you to avoid paying for links at all costs. If you use paid links, request that the hosting site place nofollow tags in the link to avoid passing page rank.
Press Releases
Finally, the rules about press releases are what come as the biggest surprise. Press releases have been used for some time both for branding and for gaining authority using keyword rich anchor text. Google sees these as unnatural links when anchor text is optimised in press releases which, of course, are syndicated to a number of different sites. Use press releases for branding purposes rather than gaining followed backlinks. If you use optimised anchor text within the press release, use nofollow tags to avoid penalties.
In conclusion, these new updates to the link schemes document don’t affect most webmasters or bloggers. Most people who guest post do it to get additional traffic and to expose themselves to a new audience. Even those who post for the backlinks usually don’t do it to a large enough scale that it’s noticeable. Still, it’s important to follow the guidelines set forth by Google because they have a monopoly on search traffic. You don’t want to risk being penalised – or worse, banned – by the largest, most used search engine in the world. The takeaway message is that you should work toward gaining links naturally and avoid large-scale efforts to rank for certain keyword phrases.
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