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10 Advanced SEO Skills To Level Up Your Career

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10 Advanced SEO Skills To Level Up Your Career


Many of us get to a stage in our careers as SEO professionals where we feel a little bit stagnant.

We’ve been optimizing sites for a while and feel pretty confident that we can do it well.. but there’s that nagging thought there’s more we could be doing.

That there is another layer of expertise that would make us more efficient, employable, and confident.

In this article, you’ll find 10 skills that can level up your SEO competency.

These aren’t necessarily essential skills for all SEO experts (you’ll find those here).

But developing these advanced SEO skills could help you go deeper within your specialism, become a more well-rounded marketer, and bump you into a new salary or freelance rate, too.

1. Intent Analysis

Intent analysis is the decoding of a user’s intention behind the keyword they enter into a search engine.

When someone types [pizza restaurant] into a search engine, what is the end result they are hoping for?

Do they want to know what pizza restaurants are nearby?

Are they in the market to open a pizza restaurant?

Are they looking for a job in a pizza restaurant?

Developing your understanding of the psychology behind what searchers want is a critical skill for those wishing to go further in their SEO competency.

This will help you both satisfy a user’s need when they land on a page and also increase your page’s likelihood of being ranked in their search.

It can’t just stop there, however.

You must also understand what the search engines perceive users to want from the content they are searching for.

For instance, from my location in the U.K., if I search for [pizza restaurants] in Google from my desktop device, I get a mixture of results.

I get the option to click through to search on other websites:

Screenshot from search for [pizza restaurants], Google, January 2022

This is followed by the Map Pack and then a mix of review and editorial sites and restaurants’ websites.

If I am trying to rank a website all about the history of pizza restaurants in my country, I might struggle.

Google has identified the user intent as being either navigation – wanting to go to a local restaurant – or comparative, as in wanting to compare options in the local area.

Resources To Learn More

2. Coding

There is no question that understanding HTML, CSS, and JavaScript can help you to ensure your websites are set up in a bot-friendly manner.

Although SEO experts do not need to be fully-fledged developers, having an understanding of code can help you to identify issues with rendering, indexation, and crawlability.

There are times when knowing the basics of how code is created, or being able to read code that already exists, can help your SEO.

It can aid your communication with the developers who may need to change it.

It can assist you in pinpointing incremental improvements to your site’s performance.

Learning to code is not a prerequisite for SEO, but it is arguable that knowing the fundamentals of these three commonly used languages is going to set you up well for your career.

Understanding the syntax of code, how it is formed, and being able to see how elements relate to each other can also help you get better at writing and debugging schema.

Learning Python and SQL can also help you to streamline your SEO processes by enabling you to automate labor-intensive activities such as mapping URL redirects and keyword research.

Resources To Learn More

3. Understanding Server Management

No SEO professional should really be the one responsible for ensuring that a server can handle a load of visitors to a site.

However, understanding the basics of how servers can impact the crawlability, load speed and reliability of a website can propel your technical SEO understanding forwards.

The use of CDNs instead of static servers can aid in speeding up content loading, but without understanding the limitations of fixed location servers it will be difficult for you to argue the need for a CDN.

A better understanding of how web hosting can affect a user’s experience of your site and also Google’s ability to access it is necessary for strong technical SEO foundations.

You need to understand how aspects like uptime and location can impact your site’s performance in the search engines.

This is only the beginning of how knowledge of servers can aid your SEO efforts.

Better knowledge of server codes beyond the standard 404 and 301 can help you to communicate to those in charge of your servers where there are critical issues.

Know what a 502 error is?

Encountered a 504 status code before?

If not, this might be a quick and easy area for you to brush up your knowledge.

A 5XX status usually means there is something wrong with the server that is preventing the processing of a request from the client.

A simple way to find out what status codes mean is to look at httpstatuses.com.

From here, you can identify whether it is an issue with the client or the server and find a fix accordingly.

Resources To Learn More

4. Content Writing

Understanding the process of content writing is an important element of advanced SEO.

You may not be a great wordsmith yourself.

However, in order for you to better brief in copywriting for your colleagues who are, you need to understand what goes into a good piece of writing.

It isn’t enough to know that copy needs to be compelling and have sufficient relevancy to search terms used to discover it.

Get familiar with the process your copywriters go through in researching, writing, and editing their work.

This will help you to better ideate your own requests for copy.

Editing

Editing is another good skill to develop when working with content.

In many organizations, it is the job of the SEO specialist to take content created by others and optimize it further for the search engines.

In practice, this sadly can often result in well-written copy being butchered.

Adding keywords into the first couple of paragraphs to make them more keyword-rich might help you a bit with your rankings, but it could destroy your conversion and brand loyalty.

Learn how to take well-written copy and enhance it, not ruin it.

You may also benefit from having a conversation or two with your SEO copywriters and asking them for details of their process.

Better understanding how they go about copywriting could improve your abilities.

It could also streamline your processes when working together.

Resources To Learn More

5. Reporting

Being able to expertly communicate your progress, results, and reasoning behind your SEO work is crucial to being successful in the industry.

As an SEO expert, you are always juggling the needs and expectations of stakeholders, whether you’re working in-house, agency-side or freelance.

You will find gaining buy-in and budgets considerably easier if you know how to demonstrate the impact of the work you do.

Reporting isn’t just a case of adding labels to a graph or even noting down the cause of increases and decreases.

Truly good SEO reports allow readers to understand the context of the results, draw conclusions and make business decisions from them.

SEO professionals need to get really good at helping stakeholders understand the priorities and limitations of the work they recommend (as well as mistakes to avoid when reporting).

They also need to help their interested parties recognize how the work will benefit them via data visualizations and their objectives in the long run.

All of this can be achieved through well-constructed, clear, and truthful reports.

Resources To Learn More

6. SEO Forecasting

Similar to the need to be good at explaining past results, experienced SEOs need to develop the ability to calculate likely outcomes.

SEO forecasting is a complicated science.

There are a lot of external factors that are hard to isolate and predict.

A change in competition, the market, or political situations could all cause well-thought-out estimations to go awry.

We should not be putting pressure on ourselves to accurately predict the exact volume of traffic, or visibility, our work might gain.

However, being able to put reasonable estimates and likely ranges into our recommendations can make the budget-holders a lot more reassured by the work we are proposing.

It isn’t enough to shrug our shoulders and cross our fingers when asked about outcomes.

We’re often requesting a lot of time, money and resources go into the activity were recommending.

SEO forecasting is a skill that will not only set you apart when looking for new roles or opportunities, it will also significantly improve the quality and reliability of your work.

Resources To Learn More

7. Log File Analysis

Log file analysis is the process of understanding the records of who or what has accessed your website.

They can tell you when people have visited a page as well as what device they were using to do so.

They can also tell you when bots access your website.

This is particularly helpful in understanding Googlebot and other search engine crawlers’ behavior on your site.

By analyzing log files you can better understand what pages search engine bots can or can’t access.

You can identify where there may be spider traps on your site or the frequency at which certain sections of your site are being crawled.

Log files can appear daunting if you have not spent much time around them.

Thankfully there are some great tools available that make analyzing them a lot simpler than just wading through the naked log files.

Understanding what to do with the information once you have it is the real skill. If you know that a certain area of your site is rarely crawled by Google that should inform your technical SEO next steps.

It should raise questions about your internal linking structure.

Getting familiar with log files is a great first step but to improve your skills make sure you are analyzing the files and drawing actionable conclusions from them.

Resources To Learn More

8. Website Migrations

Getting good at planning and executing website migrations is not easy. It really does take experience.

Many SEO professionals who have worked exclusively brand-side may find they simply have not had the opportunity to carry out that many website migrations.

If you face a particularly complicated one, such as multiple websites merging, it can be very daunting.

Chances are if you have spent any length of time in an SEO agency, you will have migrated a website or two.

It may have been a smooth process but more likely there were unforeseen complications that made the processing time and resource consuming.

There are not really just one or two skills involved in website migrations.

They are usually a complicated mix of stakeholder management, communication, planning, processes-driving, technical understanding, and knowing when to say no.

But the skills you develop during website migrations will help you enormously with the rest of your SEO career.

Participate in one if you get the chance.

It can give you a great (albeit high-pressured) opportunity to see multiple moving SEO parts in play at once.

Resources to learn more:

9. Optimizing For Other Search Engines

If you truly want to advance your SEO skills, you might want to look further afield than Google.

We can often fall into the trap of thinking only about the traditional search engines when discussing SEO skills.

If we limit our training and experience to just these then we could be missing out on a much larger opportunity.

Traditional International Websites

Many search engines work on similar principles, but with their own specific nuances.

Traditional search engines more prevalent outside of your home region may be unfamiliar to you.

There are some great resources available to get you started in understanding the differences between them and the search engines you’re more familiar with optimizing for.

Nothing beats practice, however.

If you want to refine your knowledge and understanding of unfamiliar search engines then you need to try to rank a site in them and see what works and what doesn’t.

YouTube

For search engines like YouTube, the mechanics may be more familiar to you.

You will, however, still need to learn more about the algorithms in play to ensure you are carrying out the right activity to optimize your video content for the platform.

Other Non-traditional Search Engines

Don’t just stop at YouTube if you’re really wanting to advance your SEO skill set.

Take a look at some other search engines, like Pinterest and TripAdvisor.

These sites may not fit into your current remit as an SEO expert.

They are however still search engines that you can influence the success of your content in.

Resources to learn more:

10. International SEO

One of the most complicated projects an SEO might be involved in usually includes international elements.

It’s a complicated task because there are a lot of factors at play.

To optimize your website for international audiences you will need to employ technical SEO, digital PR, and on-page optimization skills.

There will be a range of questions you’ll need to ask yourself when you are considering expanding a website to international audiences.

These will include questions around the structure of the site – separate sites, sub-folders, or sub-directories?

Do you want to translate or localize the content? Do you want to target geography at the site or page level?

There are a lot of strategies and technical knowledge required to get international SEO right.

You may also need specific language skills or local knowledge resources.

Google has helpfully created an introduction to managing a multi-region website. It is a good place to start to identify the sorts of questions you should be asking.

You can also use it as a jumping-off point for further training or research.

This can help deepen your knowledge of the subject and sharpen your skills.

Resources to learn more:

Conclusion

These are just a few of the skills you can develop to become a more pragmatic SEO professional.

Even if you don’t want to learn all of them, it helps to have an understanding of what they all are.

Even more so, how they can help round out your skill-set as an SEO expert.

More resources:


Featured Image: Alexander Supertramp/Shutterstock





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Top 5 Essential SEO Reporting Tools For Agencies

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Top 5 Essential SEO Reporting Tools For Agencies

Your clients trust you to create real results and hit KPIs that drive their businesses forward.

Understanding the intricacies of how that works can be difficult, so it’s essential to demonstrate your progress and efforts.

SEO reporting software showcases important metrics in a digestible and visually represented way. They save guesswork and manual referencing, highlighting achievements over a specified time.

A great tool can also help you formulate action items, gauge the performance of campaigns, and see real results that can help you create new and innovative evaluations.

The latest and allegedly greatest tools hit the market all the time, promising to transform how you conduct reports.

Certainly, you have to weigh a few factors when deciding which software to implement. Price, features, and ease of use are the most important to consider.

A cost-effective tool with a steep learning curve might not be worth it for the features. Similarly, an expensive tool might be more appealing if it is user-friendly but could quickly run up costs.

Just like any transformational business decision, you’ll have to weigh the pros and cons carefully to determine the right one for you.

Key Takeaways

  • Cost, accessibility, and features are the common thread of comparison for SEO reporting tools.
  • To truly get the best use out of an SEO reporting tool for your agency, you’ll need to weigh several details, including scalability, customization, integrations, and access to support.
  • What might be considered a subpar tool could be a game-changer for an agency. Due diligence and research are the keys to knowing what will work for your team.

What To Look For In SEO Reporting Tools

It can be tough to make heads or tails of the available tools and choose which will benefit your agency the most.

Here are the 10 essential requirements of SEO reporting tools.

1. Accurate And Current Regional Data

SEO reporting is all about data. The software must have access to accurate and current data localized to your client’s targeted region.

Search data from the U.S. is meaningless if your client tries to rank for [London plumbing services], so localization matters.

The tool must update data regularly and with reliable accuracy so you can make informed decisions about where your client stands against the competition.

2. Integration With Third-Party Tools

Especially for full-scale digital marketing campaigns, the ability to report on all KPIs in one place is essential.

The more available integrations with third-party tools (e.g., Google Analytics, Google Business Profile, Majestic), the better.

Some tools even allow you to upload custom data sets.

3. Scalability

You don’t want to have to retrain or reinvest in new software every time your agency reaches a new tier.

The right SEO reporting tool should work well for your current business size and leave room for expansion as you onboard more clients.

4. Strong Suite Of Features

A great SEO reporting tool should include:

  • Position tracking.
  • Backlink monitoring.
  • Competitor data.
  • Analytics.

It is a bonus if the tool has reporting features for social media, email marketing, call tracking, and/or paid ads to make it a full-suite digital marketing software.

5. Continually Improving And Updating Features

SEO is constantly evolving, and so should SEO reporting tools.

As we continue the transition from website optimization to web presence optimization, a tool’s ability to integrate new features is essential.

6. Ability To Customize Reports

Each client will have different KPIs, objectives, and priorities.

Presenting the information that clients want to see is paramount to successful campaigns and retention.

Your reporting software of choice should be able to emphasize the correct data at the right times.

7. Client Integration

A good SEO reporting tool must have the client in mind.

It should have a simple bird’s eye overview of the basics but also be easy for clients to dig into the data at a deeper level.

This can mean automated summary reports or 24/7 client access to the dashboard.

8. Ability To White Label Reports

While white labeling is not essential (no client will sniff at receiving a report with a Google logo in the top corner), it helps keep branding consistent and gives a professional sheen to everything you send a client’s way.

9. Access To Support Resources

Quality support resources can help you find a detour when you encounter a roadblock.

Whether it’s detailed support documentation, a chat feature/support desk, or responsive customer support on social media, finding the help you need to solve the issue is important.

10. Cost-To-Value Ratio

With a proper process, time investment, and leveraging support resources, it is possible to get better results from a free reporting tool than one that breaks the bank.

This can mean automated summary reports or 24/7 client access to the dashboard.

Top 5 SEO Reporting Tools

In evaluating five of the most popular SEO reporting tools, based on the above criteria, here is how they stack up:

1. AgencyAnalytics

My Overall Rating: 4.7/5

Image credit: AgencyAnalytics, December 2022

AgencyAnalytics is a quality introductory/intermediate reporting tool for agencies.

Among the tools on this list, it is one of the easiest to use for small to mid-sized agencies.

It starts at $12 per month, per client, with unlimited staff and client logins, a white-label dashboard, and automated branded reports. The minimum purchase requirements mean the first two tiers work out to $60 per month and $180 per month, respectively. But your ability to change the payment based on the number of clients could help keep costs lean.

AgencyAnalytics comes with 70+ supported third-party data integrations.

However, this reliance on third-party data means you may have incomplete reports when there is an interruption in the transmission.

Though new integrations are always being added, they can be glitchy at first, making them unreliable to share with clients until stabilized.

With the ability for clients to log in and view daily data updates, it provides real-time transparency.

Automated reports can be customized, and the drag-and-drop customized dashboard makes it easy to emphasize priority KPIs.

2. SE Ranking

My Overall Rating: 4.5/5

SE Ranking has plans starting at $39.20 per month, although the $87.20 per month plan is necessary if you need historical data or more than 10 projects.

Setup is a breeze, as the on-screen tutorial guides you through the process.

SE Ranking features a strong collection of SEO-related tools, including current and historical position tracking, competitor SEO research, keyword suggestion, a backlink explorer, and more.

SE Ranking is hooked up with Zapier, which allows users to integrate thousands of apps and provide a high level of automation between apps like Klipfolio, Salesforce, HubSpot, and Google Apps.

SE Ranking is an effective SEO reporting tool at a beginner to intermediate level.

However, you may want to look in a different direction if your agency requires more technical implementations or advanced customization.

3. Semrush

My Overall Rating: 4.4/5

Semrush is one of the most SEO-focused reporting tools on the list, which is reflected in its features.

Starting at $229.95 per month for the agency package, it’s one of the more expensive tools on the list. But Semrush provides a full suite of tools that can be learned at an intermediate level.

A major downside of Semrush, especially for cost-conscious agencies, is that an account comes with only one user login.

Having to purchase individual licenses for each SEO analyst or account manager adds up quickly, and the users you can add are limited by the plan features. This makes scalability an issue.

Semrush has both branded and white-label reports, depending on your subscription level. It uses a proprietary data stream, tracking more than 800 million keywords.

The ever-expanding “projects” feature covers everything from position tracking to backlink monitoring and social media analysis.

Though it doesn’t fall specifically under the scope of SEO reporting, Semrush’s innovation makes it a one-stop shop for many agencies.

Project features include Ad Builder, which helps craft compelling ad text for Google Ads, and Social Media Poster, which allows agencies to schedule client social posts.

Combining such diverse features under the Semrush umbrella offsets its relatively high cost, especially if you can cancel other redundant software.

4. Looker Studio

My Overall Rating: 3.6/5

Looker StudioScreenshot from Looker Studio, December 2022

Formerly known as Google Data Studio, Looker Studio is a Google service that has grown considerably since its initial launch.

Though it is much more technical and requires more time investment to set up than most other tools on this list, it should be intuitive for staff familiar with Google Analytics.

If you’re on the fence, Looker Studio is completely free.

A major upside to this software is superior integration with other Google properties like Analytics, Search Console, Ads, and YouTube.

Like other reporting tools, it also allows third-party data integration, but the ability to query data from databases, including MySQL, PostgreSQL, and Google’s Cloud SQL, sets it apart.

You can customize reports with important KPIs with proper setup, pulling from lead and customer information. For eCommerce clients, you can even integrate sales data.

Though the initial setup will be much more technical, the ability to import templates saves time and effort.

You can also create your own templates that better reflect your processes and can be shared across clients. Google also has introductory video walk-throughs to help you get started.

5. Authority Labs

My Overall Rating: 3.2/5

Authority Labs Ranking ReportImage credit: Authority Labs, December 2022

Authority Labs does the job if you’re looking for a straightforward position-tracking tool.

Authority Labs is $49 per month for unlimited users, though you will need to upgrade to the $99 per month plan for white-label reporting.

You can track regional ranking data, get insights into “(not provided)” keywords, track competitor keywords, and schedule automated reporting.

However, lacking other essential features like backlink monitoring or analytic data means you will have to supplement this tool to provide a full SEO reporting picture for clients.

Conclusion

There are many quality SEO reporting tools on the market. What makes them valuable depends on their ability to work for your clients’ needs.

SE Ranking has a fantastic cost-to-value ratio, while Looker Studio has advanced reporting capabilities if you can withstand a higher barrier to entry.

Agency Analytics prioritizes client access, which is a big deal if transparency is a core value for your agency.

Authority Labs keeps it lean and clean, while Semrush always adds innovative features.

These five are simply a snapshot of what is available. There are new and emerging tools that might have some features more appealing to your current clients or fill gaps that other software creates despite being a great solution.

Ultimately, you need to consider what matters most to your agency. Is it:

  • Feature depth?
  • Scalability?
  • Cost-to-value ratio?

Once you weigh the factors that matter most for your agency, you can find the right SEO reporting tool. In the meantime, don’t shy away from testing out a few for a trial period.

If you don’t want to sign up for a full month’s usage, you can also explore walkthrough videos and reviews from current users. The most informed decision requires an understanding of the intricate details.


Featured Image: Paulo Bobita/Search Engine Journal



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How to Block ChatGPT From Using Your Website Content

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How to Block ChatGPT From Using Your Website Content

There is concern about the lack of an easy way to opt out of having one’s content used to train large language models (LLMs) like ChatGPT. There is a way to do it, but it’s neither straightforward nor guaranteed to work.

How AIs Learn From Your Content

Large Language Models (LLMs) are trained on data that originates from multiple sources. Many of these datasets are open source and are freely used for training AIs.

Some of the sources used are:

  • Wikipedia
  • Government court records
  • Books
  • Emails
  • Crawled websites

There are actually portals and websites offering datasets that are giving away vast amounts of information.

One of the portals is hosted by Amazon, offering thousands of datasets at the Registry of Open Data on AWS.

Screenshot from Amazon, January 2023

The Amazon portal with thousands of datasets is just one portal out of many others that contain more datasets.

Wikipedia lists 28 portals for downloading datasets, including the Google Dataset and the Hugging Face portals for finding thousands of datasets.

Datasets of Web Content

OpenWebText

A popular dataset of web content is called OpenWebText. OpenWebText consists of URLs found on Reddit posts that had at least three upvotes.

The idea is that these URLs are trustworthy and will contain quality content. I couldn’t find information about a user agent for their crawler, maybe it’s just identified as Python, I’m not sure.

Nevertheless, we do know that if your site is linked from Reddit with at least three upvotes then there’s a good chance that your site is in the OpenWebText dataset.

More information about OpenWebText is here.

Common Crawl

One of the most commonly used datasets for Internet content is offered by a non-profit organization called Common Crawl.

Common Crawl data comes from a bot that crawls the entire Internet.

The data is downloaded by organizations wishing to use the data and then cleaned of spammy sites, etc.

The name of the Common Crawl bot is, CCBot.

CCBot obeys the robots.txt protocol so it is possible to block Common Crawl with Robots.txt and prevent your website data from making it into another dataset.

However, if your site has already been crawled then it’s likely already included in multiple datasets.

Nevertheless, by blocking Common Crawl it’s possible to opt out your website content from being included in new datasets sourced from newer Common Crawl data.

The CCBot User-Agent string is:

CCBot/2.0

Add the following to your robots.txt file to block the Common Crawl bot:

User-agent: CCBot
Disallow: /

An additional way to confirm if a CCBot user agent is legit is that it crawls from Amazon AWS IP addresses.

CCBot also obeys the nofollow robots meta tag directives.

Use this in your robots meta tag:

<meta name="robots" content="nofollow">

Blocking AI From Using Your Content

Search engines allow websites to opt out of being crawled. Common Crawl also allows opting out. But there is currently no way to remove one’s website content from existing datasets.

Furthermore, research scientists don’t seem to offer website publishers a way to opt out of being crawled.

The article, Is ChatGPT Use Of Web Content Fair? explores the topic of whether it’s even ethical to use website data without permission or a way to opt out.

Many publishers may appreciate it if in the near future, they are given more say on how their content is used, especially by AI products like ChatGPT.

Whether that will happen is unknown at this time.

More resources:

Featured image by Shutterstock/ViDI Studio



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Google’s Mueller Criticizes Negative SEO & Link Disavow Companies

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Google's Mueller Criticizes Negative SEO & Link Disavow Companies

John Mueller recently made strong statements against SEO companies that provide negative SEO and other agencies that provide link disavow services outside of the tool’s intended purpose, saying that they are “cashing in” on clients who don’t know better.

While many frequently say that Mueller and other Googlers are ambiguous, even on the topic of link disavows.

The fact however is that Mueller and other Googlers have consistently recommended against using the link disavow tool.

This may be the first time Mueller actually portrayed SEOs who liberally recommend link disavows in a negative light.

What Led to John Mueller’s Rebuke

The context of Mueller’s comments about negative SEO and link disavow companies started with a tweet by Ryan Jones (@RyanJones)

Ryan tweeted that he was shocked at how many SEOs regularly offer disavowing links.

He tweeted:

“I’m still shocked at how many seos regularly disavow links. Why? Unless you spammed them or have a manual action you’re probably doing more harm than good.”

The reason why Ryan is shocked is because Google has consistently recommended the tool for disavowing paid/spammy links that the sites (or their SEOs) are responsible for.

And yet, here we are, eleven years later, and SEOs are still misusing the tool for removing other kinds of tools.

Here’s the background information about that.

Link Disavow Tool

In the mid 2000’s there was a thriving open market for paid links prior to the Penguin Update in April 2012. The commerce in paid links was staggering.

I knew of one publisher with around fifty websites who received a $30,000 check every month for hosting paid links on his site.

Even though I advised my clients against it, some of them still purchased links because they saw everyone else was buying them and getting away with it.

The Penguin Update caused the link selling boom collapsed.

Thousands of websites lost rankings.

SEOs and affected websites strained under the burden of having to contact all the sites from which they purchased paid links to ask to have them removed.

So some in the SEO community asked Google for a more convenient way to disavow the links.

Months went by and after resisting the requests, Google relented and released a disavow tool.

Google cautioned from the very beginning to only use the tool for disavowing links that the site publishers (or their SEOs) are responsible for.

The first paragraph of Google’s October 2012 announcement of the link disavow tool leaves no doubt on when to use the tool:

“Today we’re introducing a tool that enables you to disavow links to your site.

If you’ve been notified of a manual spam action based on ‘unnatural links’ pointing to your site, this tool can help you address the issue.

If you haven’t gotten this notification, this tool generally isn’t something you need to worry about.”

The message couldn’t be clearer.

But at some point in time, link disavowing became a service applied to random and “spammy looking” links, which is not what the tool is for.

Link Disavow Takes Months To Work

There are many anecdotes about link disavows that helped sites regain rankings.

They aren’t lying, I know credible and honest people who have made this claim.

But here’s the thing, John Mueller has confirmed that the link disavow process takes months to work its way through Google’s algorithm.

Sometimes things happen that are not related, no correlation. It just looks that way.

John shared how long it takes for a link disavow to work in a Webmaster Hangout:

“With regards to this particular case, where you’re saying you submitted a disavow file and then the ranking dropped or the visibility dropped, especially a few days later, I would assume that that is not related.

So in particular with the disavow file, what happens is we take that file into account when we reprocess the links kind of pointing to your website.

And this is a process that happens incrementally over a period of time where I would expect it would have an effect over the course of… I don’t know… maybe three, four, five, six months …kind of step by step going in that direction.

So if you’re saying that you saw an effect within a couple of days and it was a really strong effect then I would assume that this effect is completely unrelated to the disavow file. …it sounds like you still haven’t figured out what might be causing this.”

John Mueller: Negative SEO and Link Disavow Companies are Making Stuff Up

Context is important to understand what was said.

So here’s the context for John Mueller’s remark.

An SEO responded to Ryan’s tweet about being shocked at how many SEOs regularly disavow links.

The person responding to Ryan tweeted that disavowing links was still important, that agencies provide negative SEO services to take down websites and that link disavow is a way to combat the negative links.

The SEO (SEOGuruJaipur) tweeted:

“Google still gives penalties for backlinks (for example, 14 Dec update, so disavowing links is still important.”

SEOGuruJaipur next began tweeting about negative SEO companies.

Negative SEO companies are those that will build spammy links to a client’s competitor in order to make the competitor’s rankings drop.

SEOGuruJaipur tweeted:

“There are so many agencies that provide services to down competitors; they create backlinks for competitors such as comments, bookmarking, directory, and article submission on low quality sites.”

SEOGuruJaipur continued discussing negative SEO link builders, saying that only high trust sites are immune to the negative SEO links.

He tweeted:

“Agencies know what kind of links hurt the website because they have been doing this for a long time.

It’s only hard to down for very trusted sites. Even some agencies provide a money back guarantee as well.

They will provide you examples as well with proper insights.”

John Mueller tweeted his response to the above tweets:

“That’s all made up & irrelevant.

These agencies (both those creating, and those disavowing) are just making stuff up, and cashing in from those who don’t know better.”

Then someone else joined the discussion:

Mueller tweeted a response:

“Don’t waste your time on it; do things that build up your site instead.”

Unambiguous Statement on Negative SEO and Link Disavow Services

A statement by John Mueller (or anyone) can appear to conflict with prior statements when taken out of context.

That’s why I not only placed his statements into their original context but also the history going back eleven years that is a part of that discussion.

It’s clear that John Mueller feels that those selling negative SEO services and those providing disavow services outside of the intended use are “making stuff up” and “cashing in” on clients who might not “know better.”

Featured image by Shutterstock/Asier Romero



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