At Pubcon Las Vegas on
Tuesday (10/16), Google's Matt Cutts announced a new tool to disavow links.
After absorbing the news for a day, I have some advice – put down the keyboard
and the Red Bull and breathe. Breathe in, breathe out, and then repeat.
As Uncle Ben said to
Peter Parker, "With great power comes great responsibility, and my rice
turns out Perfect Every Time®" – or something like that. My SEO friends
are already reporting that their customers are asking to have links removed,
and this has the potential to get ugly fast. I think this is, on balance, a
good tool (one particularly handsome SEO petitioned Google for a
text-file-based disavow back in December of 2011), but it also has the
potential for serious destruction.
I. Who Should Use It?
I’m going to write
this post backwards, for two reasons. First, if you’ve read about the disavow
tool, you’ve already seen how it works, so I’ll save that for last. Second, if
you haven’t read about it, I don’t want you to just run off and use it before I
get my sermon on. So, sit down in your pew and listen.
Especially now, with
almost no data about the tool’s effectiveness, there are really only a few
groups of people who should consider using the disavow tool, in my opinion. If
you fall into one of these groups, then proceed – with caution…
1. You’ve Received Bad
Link Warnings
While people have had
mixed reactions to Google’s bad link warnings, and there has been at least one
false alarm, bad link warnings in Google Webmaster Tools are currently the only
direct signal from Google that they have a problem with your link profile. The
warnings look something like this:
If you’ve received a
direct warning, you’re pretty sure which links are suspect, and you haven’t
been able to get them removed, then the disavow tool may be for you.
2. You’ve Been
Manually Penalized
I hesitate to add this
one, because determining if you’ve been penalized can be more art than science,
but if your site has clearly been hit with a manual penalty, you’re reasonably
certain that penalty is link-based, and you haven’t been able to get those
links removed, then disavowal may be up your alley.
3. You Were Denied
Reconsideration
If you’ve been trying
to fix (1) bad-link warnings or (2) a link-based penalty for months, with no success,
then disavowal is a logical next step. Google has not been forgiving about
these situations, and even if you’ve filed for reconsideration, will often not
take action unless the majority of your bad links have been removed. Sometimes,
that’s just not feasible, so now you have one more option.
4. You’ve Been Hit By
Penguin
Diagnosing Penguin can
be a bit tricky, but your best clue is a clear traffic drop on or immediately
after April 24, 2012 (the release date of Penguin 1.0). To the best of our knowledge,
Penguin primarily targeted aggressive link-building strategies, especially
excessive use of unnatural anchor text. If you can fix those links (diversify
anchor text and/or remove bad links), that’s your best option, but if you’re
still struggling with Penguin then the disavow tool may be useful to you.
Keep in mind that
we’re still unclear on the Penguin update cycle, specifically whether you can
recover outside of a Penguin data update (and there have only been two of those
– May 25, 2012 and October 5, 2012 – as of this writing). Add to this Google’s
statements that disavowal could take weeks, and the new tool is far from a
magic wand for dispelling Penguins.
This has no real
relevance to SEO, but Facebook added a Penguin emoticon this week <("),
and it’s the greatest thing ever. Please use it with reckless abandon.
5. You’re a Victim of
“Negative” SEO
If you think that
you’ve been a victim of a link-based attack (someone has purposely created bad
links to harm your site), and you haven’t been able to get those links removed
– which is, unfortunately, common in these situations – then disavowal is a new
weapon in your arsenal. I hesitate to mention this because negative SEO, while
very real, is also very rare. The vast majority (90%+) of people who think they
are victims of negative SEO are usually suffering from other SEO problems. So,
make sure you’re solving the right problem before you start disavowing links.
II. Which Links Are
Bad?
Even if you’re sure
that bad links are your problem, discovering exactly which links are bad is an
outright perilous journey. Here’s the problem – most links, even low-value
links, still help your rankings. So, if you start removing absolutely every
questionable link, you could be throwing out a lot of SEO babies out with that
polluted bathwater.
Many posts have been
written on how to dig into Google Webmaster Tools links, Open Site Explorer,
Majestic, etc., and those techniques are incredibly useful, but please be very,
very careful. You don’t just want to assign a number to your links based on
Toolbar PageRank or Domain Authority and start disavowing everything under some
arbitrary limit.
This is a very
advanced and difficult topic, but I’m going to try to provide some general
advice on pinning down which links might need removing…
1. Assess Your Risk
Level
This is step one. If
you’re worried about a potential future penalty and are proactively removing
links, please do not start taking a hatchet to your link profile. You risk
doing a lot of damage to fix a problem that you don’t even have yet. Not to
sound conspiratorial, but what is Google going to think when your currently
unpenalized site submits 500 links for disavowal?
On the flipside, if
you’ve been decimated by a penalty (manual or algorithmic) and lost the
majority of your traffic, the downside to cutting out a chunk of links is a lot
less. If you’re considering any kind of drastic measure, like completely moving
to a new domain, then I’d certainly give the disavow tool a shot.
2. Isolate the
Diseased Links
The more you can
isolate the diseased portion of your link profile, the more effectively you can
target treatment without damaging your site in the process. To do that, you
have to understand the nature of your particular disease. For example, if you
were hit by Penguin, you might want to start by looking at links with certain
exact-match anchor phrases. If you were hit by Negative SEO, then you probably
want to target links with anchor text that’s clearly suspicious or out of
place.
Let’s look at a
real-world example. A while back, Rand decided to challenge the black-hat
community to hit SEOmoz with negative SEO, thereby shaving roughly 20 years off
of the marketing team’s collective lives. Long story short, SEOmoz survived,
but what if we hadn’t? How could we isolate and target the suspicious links?
One of the clearly
anomalous phrases this attack tried to rank us for was “dog snuggies”. So, I
might start by loading up Open Site Explorer, and clicking on the “Anchor Text”
tab. From there, I’d browse the anchor text until the suspect phrase appeared,
and then click [+] to see the links using that phrase
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