Reciprocal & Non-Relevant Links Killed by Google Jagger Update!

by Mike Banks Valentine © Copyright November, 2005

Google's latest algorithm update, Jagger dropped site rankings
dramatically of those that relied heavily o­n reciprocal
linking schemes and especially those that gained most of their
inbound links from limited networks of sites controlled by
single companies. Some firms routinely sold those links and
marketing firms had provided links from their own network
of sites to clients.

This type of artificial link inflation has clearly been
downgraded by Google in the Jagger update and many sites
participating in extensive purchased links as well as
marketing network links have been dropped dramatically in
rankings of competitive phrases they previously did very well
for.

Some of my own clients that had extensive reciprocal linking
schemes in place have dropped in rank quite seriously. They
naturally come running to me to ask why. When I point to their
reciprocal links directory, full of non-relevant reciprocal
linking partners, they can barely believe me that it would
drop their rank so severely. When I remind them that I had,
very early in our relationship, suggested that they drop those
link directories from their site, it is difficult NOT to smile
while saying "I told you so" to them.

One client had recently agreed to a substantial writing
project to add extensive copy and additional textual material
on their industry and products to their site. They were
ranking o­n page three of results at Google previous to the
Jagger update and I had convinced them that that position
could be improved by adding about 20 pages of focused and
highly relevant copy to their  site. I completed that project
a few weeks ago and we're waiting for review and editing for
the new section to go live.

Meanwhile, Google completed the Jagger update and this same
client has dropped dramatically in rank for their most coveted
keyword phrases. Why? They had been participating in a large
link agreement with a single network of sites - a network that
was not relevant to their industry or their products - but
with thousands of links throughout the network pointing
one-way links to them using anchor text with their keyword
phrases included. Now that network has been recognized in the
latest Google algorithm update and the client site is no
longer rewarded for those thousands of links. They lost their
page three position and have dropped entirely off the charts.

But - and I'm smiling here - as soon as we go live with the 20
new pages of highly relevant and focused copy that I just
completed for them, I'm sure they'll bounce back in the
rankings as soon as the new section is indexed and ranked
where highly relevant and useful copy belongs. This will
clearly demonstrate the value of that added copy and is likely
to guarantee that we continue with the additional 30 pages of
valuable industry and product content I had previously
recommended. More industry focused and highly relevant content
means better rankings.

I've long insisted in my o­nline ramblings that reciprocal
linking is a form of insanity. Thankfully, now Google has
agreed and clients are returning to have me save their
position o­n the SERP's. We'll first do what I recommended
several years ago and begin seeking o­ne-way inbound links from
relevant vertical directories, industry news sites and client
partners and vendors. Then we'll add substantial relevant
textual copy - both original content and industry news,
how-to's and reviews contributed by partners and vendors.

Once they bounce back in rankings due to the added content and
new worthwhile links, I'll be smiling again along with my
clients. Maybe they'll believe me more readily when I tell
them not to look for quick fixes and easy answers. Because
it's more expensive and time consuming to do things well (add
relevant content and seek o­ne-way inbound links) than to look
for the latest simple tricks to game the system.

Further reference o­n technical aspects of the Jagger update at:
http://shorl.com/dovipusteteja

Mike Banks Valentine operates http://WebSite101.com Free Web
Small Business Ecommerce tutorial and Provides SEO content
aggregation, press release optimization and custom web content
Search Optimization http://seoptimism.com/SEO_Contact.htm
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