Weekly SEO news: 14 November 2017
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Here are the latest website promotion and Internet marketing tips for you.

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Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. How link building by metrics can have a negative influence on your rankings

Links are still the most important factor in Google's ranking algorithms. That's why most webmasters focus on building links that point to their web pages. That is a very good idea because it will have a very positive influence on your rankings if you do it right. Unfortunately, many people focus on the wrong metrics and that can lead to problems.

Some websites are not as good as they seem

You probably know the following situation: you search something on Google and there seems to be a good website on the first results page. You click through to the website just to find out that the page seems to consist of ads and boilerplate text (or even worse: 'lorem ipsum' text).

Sometimes, these pages also contain broken images, non-working search forms, and other things that don't seem quite right.

Theoretically, it would be a good idea to get a link from that page. After all, it has been listed on Google's first results page and it's likely that the website also has good metrics (otherwise, it wouldn't have high rankings).

Nevertheless, it's better not to get a link from that site. Would you trust a website that is listed on a spammy or low-quality site? If you want to get long term results, it's better to skip that site.

this is a good link

Three things to consider when getting backlinks

Judging the quality of a website isn't difficult. Basically, you have to check three simple things:

1. Check the content of the web page

Of course, the content of the linking page should be related to the topic of your website. It also helps a lot if the content is good. It should have a clear structure and there shouldn't be too many typos in the text.

If the link to your website can be found on a page with good content, chances are that people will trust that link. It's pointless to get a link from a website that people do not trust.

2. Check the usability of the web page

If the usability of the web page is bad, users won't be able to find the great content and your link. Is the page with your link easy to navigate? Is it easy to find your link? Does the web page load fast enough?

If your link does not look like a link, people won't click it and you won't get visitors through that link. Usability is important.

3. Check if the page works on mobile phones

Have you ever visited a website that does not have a mobile version with your smartphone? A web page that looks super-tiny on a smartphone won't send your website visitors. Mobile users either immediately leave the site, or they cannot find your link because it is too small.

With Google's mobile-first index, mobile web pages are more important than ever. People view web pages on smartphones and it is important that your link can be seen on these devices.

Metrics aren't important (and they can be harmful)

PageRank and other metrics aren't important when it comes to link building. It's important that a web page is related to your website, and it's important that visitors trust the linking web page. Google's algorithms try to mimic the decisions of real people. The better your links work with real people, the better the links will work with Google's algorithms.

If you're building links based on metrics, chances are that your rankings will drop when Google changes the metrics. That's what happened when Google discounted links from low quality pages. The metrics were fine before Google updated the algorithm. All of a sudden, the links were harmful. If you focus on real visitors, this won't happen.

Use the right tools to find good web pages

SEOprofiler offers many powerful link building tools that help you to find good web pages that could link to your website. SEOprofiler also offers a link manager that helps you to keep track of your link building activities. With the right tools, you can build high-quality links as efficiently as possible. If you haven't done it yet, try SEOprofiler now:

Try SEOprofiler now

2. Internet marketing news of the week

GoogleGoogle’s Gary Illyes: you do not have to submit a disavow file if you do not have a manual penalty

"At the Pubcon Search, Social Media, Marketing conference in Las Vegas, Google’s Gary Illyes said that you do not have to submit a disavow file to Google if your website does not have a manual penalty. [...]

The Link Disinfection tool in SEOprofiler can help you to create a disavow file. If your website has received a manual penalty from Google, the white-hat tools in SEOprofiler can help you to recover your rankings."

Adding structured data helps Google understand & rank webpages better

"Gary Illyes from Google focused quite a bit of time on structured data, stressing the importance of its use by site owners. And while schema is popular for some types of websites, many sites are not implementing any kind of schema at all, or perhaps only default schema their CMS adds. [...]

Use only schema types that fit the page or the site.  Otherwise, sites run the risk of getting a spammy structured data manual action, which would result in the site losing all search features like rating reviews until the manual action is lifted."

GoogleThe subtle ways advertisers target audiences — and why they shouldn’t

"The internet paved the way for even greater targeting capabilities — light-years beyond traditional platforms like billboards, magazines and television — but millennials and Gen Z are more aware and socially conscious of racial stereotypes and do not like being 'targeted.' [...]

Affinity and retargeting are more effective than targeting based on social constructs like ethnicity or race. As nonconformity becomes a core belief of younger generations, creative and targeting strategies of the past will no longer be effective."

Has AI changed the SEO industry for better or worse?

"Even Google engineers are having a hard time explaining how Google works anymore. With this in mind, is artificial intelligence changing the SEO industry for better or worse?  [...]

As far as Google goes, the hiring of Sullivan should be a very interesting twist to follow. Will Google try to reconcile the highly technical nature of its new AI-based search engine, or will it be more of the same: generic information intended on keeping these new technologists at bay, and keeping Google’s top revenue source safe?"

+++ SEARCH +++ ENGINE +++ NEWS +++ TICKER +++

  • Google changes info command search operator, dropping useful links
  • Learn more about publishers on Google.
  • Twitter officially enables 280-character limit for all accounts, including brands.
  • Google lets you compare stocks in web search.
  • Survey: 97% of consumers read online reviews for local businesses in 2017, with 12% looking every day.
  • It’s time to stop trusting Google search already.

3. Previous articles