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Google’s John Mueller On Link Velocity and Penalties

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Google’s John Mueller answered a question about getting links too fast and if that would trigger a penalty. The rate at which links are acquired is known in the SEO community as link velocity. John Mueller’s answer provided insight into the topic of getting links too fast and whether that results in penalties.

Background of Link Velocity

Some of the people who promote the idea of link velocity don’t cite patents or research papers to support their ideas. That automatically makes their claims speculative and not factual.

It’s important to point out that the idea of link velocity was created by the SEO community.

The idea is based on the discovery of a patent. The patent, among many things, mentions measuring the growth of links in the context of time. The patent is named, Information Retrieval Based on Historical Data.

This patent is about a lot of things. For example, it discusses understanding whether an older web page is outdated and if a newer page is more relevant.

Link velocity is the idea that a high rate of link growth is a bad thing. The patent describes how a new site with a high rate of link growth can be judged to be more relevant than an older site.

The patent contains information that contradicts the idea of link velocity.

This is what it says:

“Consider the example of a document with an inception date of yesterday that is referenced by 10 back links.

This document may be scored higher by search engine 125 than a document with an inception date of 10 years ago that is referenced by 100 back links because the rate of link growth for the former is relatively higher than the latter.”

See how that contradicts the idea of link velocity?

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That passage highlights the propensity of some SEOs to pick which part of a patent they will believe because it fits their experience and which part they choose to ignore because it does not fit their narrative of how search engines work.

The patent has more to say about links:

“While a spiky rate of growth in the number of back links may be a factor used by search engine 125 to score documents, it may also signal an attempt to spam search engine 125. Accordingly, in this situation, search engine 125 may actually lower the score of a document(s) to reduce the effect of spamming.”

There it is. That’s where the idea of link velocity originated. Except it isn’t actually proof that link velocity exists.

The patent doesn’t explicitly say that the rate of growth is the reason why the search engine might lower the rate of growth.

It says that a “spiky rate of growth” in backlinks could cause the search engine to lower the score.

That’s not just semantics. The patent uses the word “spiky” one more time in the context of web graphs. Web graphs mean a map of the Internet as connected by links.

This is what the patent says:

“Naturally developed web graphs typically involve independent decisions.

Synthetically generated web graphs, which are usually indicative of an intent to spam, are based on coordinated decisions, causing the profile of growth in anchor words/bigrams/phrases to likely be relatively spiky.”

What that patent is really talking about is the smooth natural rate of growth versus a spiky and unnatural rate of growth.

A spiky rate of growth can manifest over the course of months. That’s a big difference from the link velocity idea that proposes that a large amount of links acquired in a short period will result in a penalty.

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A site that attains sudden popularity and a lot of links fast could be indicative of increased topicality. In that case Google would actually promote that page higher. That’s part of the Query Deserves Freshness update.

A Google update from 2011, Query Deserves Freshness, promotes new content that is topical which can be signaled by an increase in recent links.

So to wrap up:

  1. The patent does not mention link velocity. The word velocity isn’t mentioned.
  2. The patent describes a “spiky” rate of growth as a spam signal.
  3. It discusses rewarding sites that obtain links quickly.
  4. The patent is from 2003.

Yes, that’s an old patent. So, apart from the fact that the patent discusses rewarding quickly obtained links and talks about spiky rates of growth and not link velocity, it’s an old patent.

That makes it less likely to still be a significant part of today’s algorithms. Even PageRank was replaced in 2006.

So all of that is the background on link velocity.

This is What Mueller Says About Link Velocity

Will Link Velocity Cause a Penalty?

This is the question:

“If I build 200 backlinks in two days and didn’t perform any link building for years will Google still see this as black hat and penalize me?

What about link velocity?”

John Mueller answered:

“From my point of view if you’re jumping in with a question like this and you’re saying I’m going to get 200 backlinks in two days… then that sounds a lot like you’re not getting natural backlinks.

That sounds a lot like you’re going off and just buying them or having someone buy them for you. And that itself would be kind of the thing that we would not be happy with.”

Whether a Link is Natural is What Counts

Mueller is setting aside the link velocity question and focusing on how natural the links are.

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He specifically says that the quality of the links being purchased is what will cause Google to take action, not the speed of the link acquisition.

Google’s John Mueller Addresses Link Velocity

Mueller then circles back and addresses the so-called “link velocity.”

This is what John Mueller says about link velocity:

“So it’s not so much a matter of how many links you get in which time period. It’s really just… if these are links that are unnatural or from our point of view problematic then they would be problematic.

It’s like it doesn’t really matter how many or in which time.

That is a clear statement that the quality of the links, whether they are natural or unnatural is what counts.

Mueller states that the rate of link acquisition and the time period those links are acquired in are not a factor.

Some in the industry will continue to hold on to the idea of link velocity. Many will say that their experience proves it exists.

But what one sees is one thing. What caused what is seen is something else. Two different things.

I have provided the background showing where the idea of link velocity came from and why it’s never been an accurate SEO theory. John Mueller’s response seems to confirm that the concept of link velocity is not a factor. More importantly, Mueller confirms that it’s factors specific to the link themselves that matter.

MARKETING

Top 5 Tech Tools to Grow Your Business in 2022

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Top 5 Tech Tools to Grow Your Business in 2022


Businesses across the world run on tools, technologies, processes, and people. Smart tools and technologies help make businesses smarter.

For the last 3 years, we all have been experiencing the world from a different perspective. The very fact that technology helped us stay connected over the past few years can’t be denied at all. It kept the workforce moving and motivated. In short, good technology has the power to solve problems and to bring considerable change. The pandemic has taught us to value life and to make a difference in each individual’s life, is what businesses in 2022 will definitely look forward to.

Accelerate your business in 2022 with these 5 top tools and technologies.

Digital Marketing Tools- The Smartest Way to Market in 2022

An online healthcare business in 2020 started same-day medicine delivery at competitive prices. Times were such that people were not stepping out. It was marketed with the most appropriate selection of words, like “No-Contact Delivery,” and was followed by customer-centric online marketing campaigns and advertisements. As it was a useful business meant to solve a real-world problem people were facing, it took no time to raise revenues.

It didn’t just run marketing campaigns!!!

It solved a real-world problem!

This will be the very essence of DIGITAL MARKETING this year–Solving real-life problems to make lives easier.

When used and implemented right, digital marketing “IS” the tool for a successful business in future years to come. Businesses in 2022 can attract a wider audience through the latest digital marketing strategies such as:

  • User-friendly Interactive content
  • Shoppable posts
  • Social media stories
  • Influencer marketing
  • Better SEO tactics
  • Affiliate marketing
  • Popular Keywords, Organic and paid search; etc.

Data Science Tools: Help Generate Insights and Better Decision Making in 2022

Have you ever noticed how your Netflix dashboard displays personalized movie and TV show recommendations, exactly how you like? Or how such platforms predict the trending content and notify it to you beforehand so that you’re not left behind in this fast-paced, data-driven world. Or imagine, how the online purchased items in real-time can be tracked, with nearly appropriate logistics routes. All thanks to Data Science tools that carry the potential to decipher hidden patterns and insights which may help businesses across the world to grow.

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Technology Trends for the year 2022 frankly shout out the significance of data science. Enterprises across the world, especially logistics, healthcare, financial institutions, e-commerce, social media houses, etc. will be deeply influenced by powerful data science tools and technologies.

In the healthcare sector, it will aid in drug discovery and identification of new diseases. Effective analysis of disease-related trends will eventually help the healthcare sector understand the “new world” better. Banking sector will largely benefit from effective Data Science tools in 2022 as online transactions surge. With intelligent data science tools, banks can help detect fraudulent transactions in real-time.

Project Management Tools

The panorama of project management is transforming rapidly. The year, 2022, will bring cutting-edge tools and technologies in the area of Project Management. If a business has to survive and grow exponentially in 2022, it has to have a rock-solid future plan. The essential team collaborative tools covered here are Agile methodologies, Process Automation, and enterprise project management software.

This year, the project management arena will observe a few emerging trends. Let’s take a quick look here.

  • Agile methodologies
  • Content Management Tools for project efficiency
  • Effective Vendor Management
  • Process Automation
  • Cost-Reduction Strategies
  • New strategies and policies to increase revenue.
  • Updated corporate values
  • Flexible remote-work policies
  • Artificial Intelligence in Project Management
  • Soft Skills

Artificial Intelligence (AI) & Machine Learning Tools- Future of Businesses and Organizations

AI and Machine learning are not new concepts. But, In 2022, the world will witness a different kind of potential that AI and Machine learning has to offer to the enterprises. This year, they will be in their best forms.

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Let’s have a look.

  • From a business perspective, AI will assist to provide an elaborated view of the market for humans to understand well.
  • In the field of marketing, AI can help identify potential customers.
  • AI can help predict what’s in and what’s not for businesses to grow.
  • AI can help sort-through large data chunks and thus, will help in saving time and cost.
  • In the domain of cybersecurity, AI will help enterprises grow in a smart manner by controlling cybercrime, providing extended threat protection, timely detection of possible business loopholes, etc.
  • Another interesting thing that AI has in its bucket is automated driverless cars to make commutes hassle-free.
  • AI aims to create an augmented workforce for effective business operations.
  • Robotics will be more improved than ever. This year, the workforce will probably get to work with smart machines.
  • It will help create a Metaverse-Unified persistent digital environment. Creative AI will also be a term that will be sought after in 2022.

In short, AI and machine learning will occupy a larger space in the enterprise cloud this year. These tools will significantly shape the way enterprises work in the near future.

Mobile Device Management tools- Manage Your Devices Over-the-Air for a Seamless IT Experience

Again, this year also, MDM solutions will continue helping IT admins across the organizations as their smart tech buddy! The year looks lucrative and promising as the businesses go mobile and as various MDM solutions capture the technical universe.

With a smart MDM solution, IT departments can secure, monitor, and manage mobile devices such as laptops, smartphones, tablets, rugged devices, digital signages, etc. irrespective of their type, operating system, and location of use. This helps in effective workforce management, employee productivity, security, and integrity.

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Their demand will increase year-by-year due to the very business-centric need to manage, secure, and monitor corporate data so as to maintain customer’s trust in the company.

Let’s have a look at how MDMs will add value to any enterprise in 2022.

  • Scheduling and implementing recurring IT tasks and bulk activities
  • Track the employees’ productivity
  • Help locating devices and lock them if lost or stolen
  • Detect inappropriate SIM swaps and network changes
  • Allow/Block malicious content
  • Turn any Android, iOS, or Windows device into a kiosk as per business-specific requirements
  • Manage content on digital signages
  • Push Applications silently
  • Configure and apply policies over the air
  • Track unmanaged devices
  • Generate automated reports for IT admins to stay updated…and many more features that will bring confidence across the organizations when it comes to going 100 percent mobile.

Backed by exceptional remote support, Scalefusion, an MDM solution offers a plethora of features for the IT admins to select, based on specific industry needs.

Conclusion

Future belongs to those who believe in the power of technology. And technology is ever-transforming. In 2022 ambitious businesses will keep an eye on the above-mentioned tools and technologies to stay ahead, grow exponentially, and thus, climb up the corporate ladder.

So Businesses! Go ahead and skyrocket your way to success in 2022.



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MARKETING

Large audiences are still valuable

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Large audiences are still valuable


MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, and the Superbowl reminds us large audiences are still valuable.

I was struck by reports that NBC had sold most of its Super Bowl ad inventory by mid-summer and at a higher price than last year even though the audience was at a 15 year low. The two determining factors, of course, are scarcity and reach. An audience of 96.4 million may be a dwindling audience — but it’s still a very large audience indeed.

In a fragmenting world where individuals are increasingly willing and able to consume niche content on niche channels, the ability to reach a large and diverse audience has some nostalgic appeal. OOH advertising has been renewing itself through digital connections and singular events like the Super Bowl can put big brands in front of vast numbers of eyeballs.

Such events are unlikely to become extinct — but they are becoming increasingly rare. Witness the plummeting audiences for the Olympic Games and the Academy Awards.

Kim Davis

Editorial Director

Shorts

What we’re reading. Scott Brinker reviews data showing that two thirds of SaaS spend within companies is now managed by business units rather than IT. About 1 in 5 individual employees buy their own SaaS subscriptions and expense them. As he rightly says, it seems too late to call this “shadow IT.” “(I)t’s the kind of shadow that a towering landmark casts in the bright light of day. Tourists pay money to visit it and take selfies.”

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Get your pass for MarTech. Free passes for our March 29-30 conference are now available.


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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MARKETING

MarTech registration is open! Grab your free pass now.

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MarTech registration is open! Grab your free pass now.


With the New Year comes new challenges – especially when it comes to connecting with your ever-evolving customers. The old strategies to persuade someone to click on “Place Order” or sign on the dotted line are outdated, out-of-touch, and ineffective. Successful brands are focused on empathy, engagement, community, and retention. Are you?

Journey into 2022 armed with the tools, technologies, and tactics that will help you design and execute rewarding customer journeys that power your business: Attend MarTech, online March 29-30, 2022, for FREE.

At MarTech, you’ll unlock dozens of tactic-rich sessions led by real-world marketers from leading brands – including Gartner, Harry Rosen, Ernst and Young (EY), and more – and discover cutting-edge marketing technologies that save time, streamline operations, and boost profits.

Check out some of the critical marketing topics you’ll explore this spring at MarTech, including…

  • Resolving customer identities
  • Understanding customer needs across multiple channels
  • Orchestrating a cohesive customer journey
  • Delivering personalized customer experiences

… and loads more. The entire program is 100% free and 100% virtual – and all sessions and keynotes will be available both live and on-demand, so you can train when it fits your schedule.

Registration is open… secure your free pass now!


About The Author

Lauren Donovan has worked in online marketing since 2006, specializing in event marketing, content management, organic and paid social media, community and reputation management, and real-time journalism. She currently serves as Director of Marketing at Third Door Media — producer of the Search Marketing Expo and MarTech conference series and publishers of Search Engine Land and MarTech.

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