Recently, Google identified a number of blogger network sites that existed purely to build links to websites. Google targeted one of the larger blogger networks called ‘Build My Rank.’ The Build My Rank site was de-indexed, along with an overwhelming majority of its posts. Businesses that were over-reliant on the links from Build My Rank (and other blog networks that may be facing de-indexing) saw a significant drop in rankings. Businesses that used Build My Rank but also acquired links from a variety of other sources fared much better. The more you diversify, the less impact a Google update will have on your rankings.
We have always stressed that SEO and marketing overall needs diversification. Links should come from as many different sources as possible and be relevant. Diversity coupled with relevant and useful content is what builds value. Our diversified approach to link-building in combination with your relevant and useful website content (we cannot overemphasize the importance of relevant and useful website content!), puts you on the path to improved search rankings. If you’d like to diversify even more, consider adding pay-per-click advertising, email marketing and/or social media to the mix. Let us know if you’re interested.
Meanwhile, Over at Yahoo
Thousands of Yahoo employees are out of a job due to layoffs earlier this month. Since August 2010, Bing has powered Yahoo’s search results and in October 2010, Microsoft adCenter began powering paid search for both Bing and Yahoo. Rumor has it that Yahoo is discussing a renegotiation of its search and advertising deals with Microsoft, and Yahoo is “in active discussions” with Google about Google taking over Yahoo’s search business.
Google powered Yahoo’s search results from 2000 until Yahoo went independent in 2004. Yahoo partnered with Google on advertising in 2008, which attracted the attention of the Department of Justice–Google pulled out of the deal later that year over broader antitrust concerns and fear of being labeled a “monopolist”. Seems unlikely that Google will go down that road again. Google is under antitrust scrutiny from the FTC because competitors charge that Google is using its search dominance to promote its own services at the expense of competitors and consumers.