Why your business cannot afford to not link audit

Penguin you know it right, it’s the big evil artic bird that sounds kind of cute but won’t hesitate to tear your face off and give you a give you a continual kicking for 12 months until it decides maybe enough is enough.


In 2012 Google marketing as we know it changed for ever.

Well for most of us who had any sense it did anyway. You see Google realized it wasn’t just the SEO community out there that grasped what made a site rank on the first page but it was pretty much common knowledge for many business owners and website admins. So much so everyone was apparently a website optimizer


So in 2012 Google released it’s first version of the angry Penguin, thing of angry birds the game yet less fun but it is free so in some ways a bit similar I guess, definitely less fun though.


“Watch out Penguin 1.0 is out”


So out waddles Google’s Penguin to go forth and lay waste to any websites that had been using link building to improve their website rankings. Duh! Like everyone wasn’t doing this. It’s just Google said come on guys we know you know the recipe to out secret sauce but let’s reign it in a bit. Plus I’m sure Adwords revenue must have been suffering because there is literally just as much spam where ever you look still today. Anyway I have gone off track a bit.


Being penalized by penguin doesn’t just stop there.


Penguin punishes literally thousands and thousands of website, ranking #1 page 1 to not in the first 100 organic positions, and for those who had a taste of Penguin and didn’t like it you probably hated the aftermath even more of trying to recover. You see Penguin is a bitch! Not only do you get penalized but at that time of the first Google Penguin (Penguin 1.0) update you wouldn’t be likely to see a recovery for more than 12 months on the next algorithm refresh, OUCH! And they said divorcees have it bad, I disagree.


The aftermath of Google Penguin – can you recover your rankings?


Once your site has been penalized by an algorithmic penalty you’ve spoken with the team/person/company responsive for your SEO up to date and either fired them or got them to re-evaluate their techniques and to correct what’s wrong and what put your website under scrutiny in the first place.

This means removing spammy links right? Yes & No


Penguin is a clever creature it knows that spam isn’t just a link on an irrelevant domain with poorly written (I say that loosely as many were just spinning content as a fast and cost-effective way of posting relevant content)


Penguin also looks at anchor text, which from our experience is what caught Google Penguin’s eye in the first place. If your website has lots of money terms as the anchor text such as ‘BEST SEO’ and these over-rich anchor phrase links make up the majority of your in bound link profile then you probably need to start there.


How do I know if my link profile is spammy?

google penguin spam Ok go to this website www.ahrefs.com add your domain it’s free to use to a certain extent and look at the anchor phrase ratio. Is your brand name or website or naked URLs the primary results?

If not you’ve got a penguin problem and penguin is hungry for SPAM

So let’s presume you’ve spent 12 months cleaning up your back link profile and it’s clean, you know it’s clean. You’ve stopped link building (hopefully) for the purposes of just gaining inbound links and domains and Google releases the next incarnation of the Penguin update.


Your site starts to recover but it’s not immediate you don’t see instant results but why?


The easiest way to put it is you’ve removed all the links that gave your organic rankings and page one results in the first place so now you have a clean site but it’s not performing. So you start link building again……..

I don’t believe that all businesses have stopped acquiring links to improve their search engine positioning I think most have changed the way they do it and hopefully do so in a more organic fashion such as blogging, PR, contributing content that will be shared by others.


But you’ve stopped auditing your inbound links are you mental?


are you mental you've stopped link auditingI personally audit inbound links to each clients website once a month if not once a week. We manually check each inbound domain and link and look for certain metrics such as anchor text, page authority, domain authority, Google trust rating, Alexa rating and quality of relevant content.

Of course the more traffic your website gets or the more content you have will likely to be shared with others you cannot stop that, the internet is the sharing of information but you need to be sure you want that you want your website to be associated with that shared content or link.




This is a good example of an organic back link you might want to disavow

example of a questionable back link you may want to disavow

You can see it is from a relevant domain it’s about blending and it’s referring back to a blog page on a blender website. But….. The anchor text is ‘Best Blender Reviews- Compare the best blenders in the world’

It sounds organic but it could be mistaken for spam or unnatural link procurement by Google so what do you do?

In this case we disavowed the link anyway even though it was a NO FOLLOW link so there was not worry.


Why you should be auditing your links to safe guard your website on an on going basis

Don’t take chances be proactive taking time every month to audit your links will hopefully prevent you from being hit by the next Google Penguin update.

If you need help with link auditing post Penguin speak to us today on 01274 214 210.