Links are a key part of SEO, and while natural links that are helpful to the site visitors can boost visibility, links deemed by the search engines to be unnatural or manipulated can result in penalties. This chapter looks best linking practice and what to avoid, covering:
- Identifying problematic links: Sites engaging in activities that contravene search engine guidelines may face a drop in rankings. What steps must search marketers take to identify links that need to be removed or disavowed?
- Links deemed unnatural by Google: Unnatural links are links that have been paid for or requested, which Google identifies through clusters of manufactured signals. What are these signals?
- Tools: There are a range of tools available for search marketers looking to check their backlink profiles or who need to remedy the ill effects of a penalty. Which tools should they consider, and how should they use them?