Very recently I was talking with a prospective client regarding an issue they discovered related to spammy back links. As we know since Google introduced Penguin poor quality back links is a real problem that can seriously and negatively affect a website’s search results position. Here are two terrific articles that describe the problem, types of negative back links and how to begin to correct the problem – https://moz.com/blog/17-types-of-link-spam-to-avoid and https://yoast.com/clean-bad-backlinks/
In this case after over a year of paying for “SEO” with link building efforts she discovered some spam back links to her website located on off-shore link farms. What was surprising is that when she discussed this with the SEO firm they pushed back and said they didn’t do it. Even suggested that the back links could have created by her business competitors! What the SEO firm completly missed is that effective SEO requires an approach that includes not only adding but also subtracting to provide optimal search results.
A SEO company’s charging for “link building” while being unwilling to take responsibility for the quality of a website’s link profile as evaluated by search engines does not really build. It can actually do the opposite. Thinking about this caused me to recall a passage from the Tao about building with what is not present.
Using What Is Not*
Thirty spokes converge at one hub;
What is not there makes the wheel useful.
Clay is shaped to form a vessel;
What is not there makes the vessel useful.
Doors and windows are cut to form a room;
What is not there makes the room useful.
Therefore, take advantage of what is there,
By making use of what is not.
I feel the success of an SEO building effort requires shaping, adding, improving and even removing elements such as link backs, content and website structure. SEO must have a holistic approach since that is also how search engines now index and rank your website. Effective SEO is not just sold by the pound, it should only be measured by the outcome.
If you would like to consider an approach for improving your website marketing please call me. I would like to have you and your business as a client and will stress providing effective positive results.
* – Passage 11 of the Tao Te Ching, R.L. Wing translation 1986.