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Tuesday, 25 October 2016

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

New leak hints at faster OnePlus 3T with Snapdragon 821 chip

OnePlus is rumored to be working on a newer, faster version of the OnePlus 3 that will be powered by Qualcomm’s latest Snapdragon 821 processor. According to a new leak, the device is called the OnePlus 3T and it could be making its debut soon.
A new OnePlus 3 variant has been the source of speculation for several weeks now, but that speculation was just strengthened when a new OnePlus device with the A3010 model number was certified with a China Compulsory Certificate mark.
It’s the equivalent of a device being approved by the Federal Communications Commission in the U.S., and it all but confirms a new OnePlus device is coming soon. A OnePlus designer also confirmed the device on Chinese micro-blogging network Weibo, according to BGR.

Faster than the OnePlus 3

The OnePlus 3T is expected to feature a Snapdragon 821 processor clocked at 2.4GHz, which would make it faster than the original OnePlus 3 that’s powered by a Snapdragon 820 clocked at 2.15GHz. It’s thought the device will also offer 6GB of RAM like its sibling.
Some rumors have suggested that the OnePlus 3T will switch to LCD panels, but OnePlus co-founder Carl Pei recently stated that the company is focused on using and improving its Optic AMOLED technology, which has received plenty of praise with the OnePlus 3.

Source: Google

Monday, 24 October 2016

SEO on a budget: How a small manufacturer started a program from scratch

Think you don't have the resources for an effective SEO program? Think again! Columnist Dianna Huff shares a case study detailing how a small business was able to make big gains with a limited budget.

SEO on a budget: How a small manufacturer started a program from scratch

The small manufacturers who are thriving in the face of global competition and other challenges have spent the last five to seven years improving productivity and process efficiencies. This focus has often meant that marketing activity was next to nonexistent — with much new business coming from word-of-mouth.
Once a small manufacturer has their process down, however, they’re ready to begin a marketing program that includes SEO. The problem is, where to start? With so much information and so many moving parts, a small business owner can be easily overwhelmed. It’s much easier to simply focus on running the business.
Such was the case with one of our clients, a small manufacturing firm of about 30 people. The owner and his team had done a SWOT analysis and were ready to embark on a marketing program that included SEO.
The challenges, however, were pretty daunting: zero historical data, few backlinks, and building content and brand awareness on a limited budget.

Challenge #1: Zero historical data

When my company first began working with the small manufacturer in November 2015, we noted right away that the client’s website had a huge error with regard to the Google Analytics tracking code, which had been added to the website home page only. The low number of visitor sessions was a dead giveaway.

SEO on a budget: How a small manufacturer started a program from scratch

With our smaller clients, we see this type of UA code/analytics error on a regular basis, as well as others, such as the wrong UA code inserted into the HTML code or the client not having Admin access to Google Analytics. And then we learn that the person who did have access has fallen off the planet. When this happens, we often have to start fresh with a new Google Analytics account.
The first step in creating the client’s SEO program, therefore, was to ensure Google Analytics was properly tracking all web pages. An easy fix, but one that left us with zero data on which to base recommendations for moving forward.

Months of keyword guessing

Not having any Analytics or Search Console data meant we didn’t know the types of search queries people were using. And since the company hadn’t done much marketing in the past and had relatively low traffic volume, it would take months before we had any data that could tell us anything.
The client wanted to appear in Google for a few specific keywords pertaining to the services his company provided. However, the Keyword Planner showed few searchers were using these keywords in their searches.
Because we’ve worked with many small manufacturers and their esoteric products and services, we’ve learned the Keyword Planner isn’t always accurate, so we went ahead and optimized the website around iterations of these keywords plus others.
After a couple of months, it became apparent that those weren’t the right keywords based on traffic and other data.
We ended up making a new list and then carefully analyzing the SERPs for each keyword. We wanted to see how Google viewed the intent of each query and then choose the more transactional keywords — i.e., the keywords people would use when looking for the particular products and services the client provided.
In addition, we employed standard SEO tactics: ensuring images had descriptive alt tags using keywords whenever possible, creating internal links to key pages and writing descriptive title/meta description tags for all pages of the website.

Challenge #2: Few backlinks

For smaller manufacturers, the backlink profile is often limited, and budget and personnel constraints mean the company simply can’t take advantage of a full-fledged content and social media marketing program.
However, even on a budget, some things can be done which are easy and cost-effective: One of our first steps was to create a Google My Business page, get the company listed in the directory and create a LinkedIn corporate profile page.
To begin creating a few high-quality links that would also start building awareness (Challenge #3), the marketing plan for the year included sending out two press releases, as well as pitching three article ideas to trade publications (and writing the articles should the pitch be accepted).
The first press release and pitch resulted in two publications running a case study and an application note respectively. The case study appeared online; the application note appeared in the publication’s print version and online as well — a huge win for any company, but especially nice for a smaller firm.
In addition, we continued to add content to the Resources section of the website. For small companies on a tight budget, creating a Resources section is a cost-effective way to create content. This content can then be posted on the corporate or personal LinkedIn profile, added to e-newsletters and most important, optimized to attract search traffic and links.
For our client, we created application notes, FAQs and other types of information of interest to the target audience. As a side note, one of the application notes was repurposed for the industry print publication article — a good example of how small companies can get maximum bang for the marketing buck.

Challenge #3: Creating content and building awareness

One of the tactics the client had wanted to implement from the beginning was a monthly e-newsletter. The client already had an internal list, so we created a new account in MailChimp, imported the list and developed a template.
We created a new topic for each month, but midway through the campaign, the client suggested a topic we could break down into multiple articles — and which would be of high interest to the target audience. That’s when we hit paydirt.
Although e-newsletters generally don’t fall under the purview of SEO, they do play a role in that they assist in conversions and inquiries over time.
According to Gardner Business Media’s 2015 Media Usage in Manufacturing Report, 68 percent of survey respondents view e-newsletters as an effective method for finding solutions-based info, application stories and information on new products and processes.
And 93 percent of respondents indicated they click on companies whose name they recognize in the search results — making e-newsletters an effective way to reinforce brand awareness over time (even if subscribers delete the email after quickly skimming it or don’t read it at all some months).
Based on Analytics data we’ve seen with other small manufacturing clients, e-newsletters often play a role in assisting conversions over time and are one of several channels searchers use in their path to conversion.
This is why we like to focus on new and returning visitors to the website, conversions and conversion paths rather than open rates.
One trick we used, which helped indirectly with SEO, was to repurpose each newsletter article for the website. Then, in each newsletter we added links to this material — which drove people back to the website and gave us more content we could optimize.

Results: Slow but steady traffic growth and conversions

The chart below shows the All Channels traffic data (adjusted for referral spam) for January through September. Of this, organic accounts for 69 percent, direct 22 percent and referral three percent.
SEO on a budget: How a small manufacturer started a program from scratch

More importantly, however, the work we’ve been doing is resulting in conversions. The chart below shows the goal completions for new and returning users for the Q3 period for the website form only; the client has also been getting email and phone inquiries, which his team tracks in-house.
SEO on a budget: How a small manufacturer started a program from scratch

What I find exciting is that while the website content we’ve been creating is being found by searchers, the e-newsletter also is driving new and return users to the website — and recently, a few conversions as well.
Although the numbers are small, we now have data we can use to create a more finely tuned marketing and measurement plan for year two — a plan which can now include SEO KPIs and targets. The data also gives us a baseline for a discussion on whether to budget for an AdWords campaign in order to determine which keywords drive clicks and inquiries and increase traffic.

In conclusion

Starting an SEO program from scratch for a smaller company on a budget can be a little daunting, as the expectation for fast results lurks in the background (especially given all the hype and misinformation regarding SEO).
The key to success is to set realistic expectations and have patience: for smaller companies on a tight budget and/or limited resources, it can take up to a year to see results from SEO and content marketing.
I would also add two other success tips. The first tip is to be consistent. Regularly create pieces of content for the website and optimize it, publish the e-newsletter each month, post to social platforms even if only one platform is being used and so on. Over time, these efforts create momentum which begins to snowball.
The second tip is to employ a little ingenuity; make things do double and triple duty so that you can leverage multiple channels without a whole lot of additional effort.

Source: Search Engine Land

Sunday, 23 October 2016

13 uses for keyword research to help you win in the search engines

Google may have shifted its focus from keywords to "entities" in recent years, but columnist Stoney deGeyter reminds us that keyword research is still an important and useful part of the SEO process.

13 uses for keyword research to help you win in the search engines

Ever since Google rolled out Hummingbird in 2013, there has been some question about the value of keyword research. Moving from a keyword-focused process to a topic-focused process has led some to devalue the long, arduous process of keyword research. Many wonder if it’s even worth the time.
After all, if Google no longer looks at keywords (Hummingbird), and people no longer search with keywords (voice search), we don’t need to research keywords, right?
As with most predictions of the death of anything related to web marketing — how’s that fork in guest blogging going? — more often than not, they turn out to be false. And in the case of keyword research, it turns out that it’s just as important today as it was in 2012. Maybe more so.
No, I don’t have a keyword research tool to sell you. But I do want to make sure that you don’t take a pass on keyword research because you think it’s no longer relevant to today’s SEO.
I could give you a dozen reasons why keyword research is still important. Oh look, I have! Plus one more for good measure. :)

1. Topical niche domination

There is no better way to get a full handle on any topic you want to dominate than to perform keyword research on that topic. Whether you want to write one exhaustive article or a series of articles, keyword research will show you every possible nuance of information that searchers are interested in.
Not only will keyword research help you write content for your products or services, but it will also give you plenty of ammunition for all your other content, such as blog posts, e-books, white papers, infographics and more.

2. Answering burning questions

Answering burning questions

Part of dominating a topical niche is answering questions that searchers have. There are great sites such as Quora and Clarity, where people ask questions that need answers, and social media is also a good place to monitor. But people still ask questions to search engines, and that presents an opportunity for you to provide the answer.
Due to low search volume, keyword phrases that are questions tend to get ignored. After all, you want to optimize where the money is! But don’t disregard these questions altogether. They can be the backbone of your blog content.

3. Making existing content more robust

You can always improve your content, am I write? (See what I did there?) Using your keywords provides ample opportunity to improve existing content, whether it is optimized text, a blog post or something else.
I’m not suggesting you rework your content just to add in more keywords for rankings. Instead, I’m saying you can use keywords to expand the depth and breadth of your content. Keywords can help you add in new information to keep content current or fill in some missing pieces that were not included and should be.
Remember, frequently searched keywords change frequently. Words that didn’t show up in research a year ago might be popular today. Continuing to perform keyword research to update your content keeps you current and allows you not only to make your content more robust but also to keep it evergreen.

4. Learning your customers’ “language”

Learning your customers’ “language”

Almost every business has a handle on the industry lingo. They know what their products and services are called, as well as the language used to refer to what they do. But what many businesses don’t have a handle on is the language used by those who are less familiar with the product or those outside the industry.
Keyword research uncovers the nuances of product descriptions, and even the problems that are in need of a solution. When you only use your known industry lingo, you miss the opportunity to meet the needs (let alone get the attention of) the rest of the world that is in need of your solutions. Why? Because they are looking based on their understanding, not yours.
Keyword research will let you see how potential customers view your product or service and write content that speaks the same language as them. This lessens the learning curve and keeps visitors more engaged with your solutions.

5. Improving your website’s navigation

One of the first orders of business for many of the sites we work on is using keyword research to improve the site’s navigation. Not only do we use keywords to establish new pages of content based on what searchers need, but those very same keywords become the link text for the navigation options.
This is just another step to learning — and using — your customer’s language to meet their needs. When visitors land on your site, having a navigation that uses the terms they searched helps them find the content they want.
When they don’t see familiar words, you increase the amount of time it takes for visitors to get the information they are looking for, which can lead to site fatigue. Too much of that and visitors leave in search for easier grounds.

6. New product or service research

 New product or service research

When performing keyword research, it’s important you don’t stay so narrow that you only find keywords that are relevant for you today. By broadening your search a bit, you can uncover information that can help you expand your product or service offerings for a more robust business tomorrow.
Years ago, I had a client that sold bags of all kinds. Our keyword research indicated that many searchers were also interested in laptop bags. This opened up a huge opportunity for new business that they were not already targeting (or at least targeting effectively).
Keyword research can show you valuable new opportunities to offer products and services that you currently don’t have. That doesn’t mean you jump on those right away, but you can keep them in the back of your mind for when you’re ready to expand.

7. Finding high-volume opportunities

When it comes to delivering traffic to your website, there is nothing more compelling than optimizing for frequently searched keywords. This is one of the metrics that gives keywords value. No sense optimizing for keywords no one is searching for, right?
Optimizing for high-volume keywords gives you an opportunity to get a lot of traffic to your site, which can be a boon for business. Word of caution, though: Volume alone isn’t worth justifying the optimization of a phrase. You also have to look at the quality of traffic a keyword will deliver, among other things. But when the stars align, volume can be good. Really good!

8. Finding non-competitive long-tail opportunities

Finding non-competitive long-tail opportunities

On the flip side of that, sometimes there are some highly profitable opportunities with the less competitive (and usually lower-volume) phrases. I’m talking low rather than no volume here. As long as a phrase has a potential to deliver traffic, it’s worth considering for inclusion in your optimization campaign.
Many times, these low-volume phrases are also very low on the competition scale, which can signal a big opportunity to create content where no one else has it. And that content can deliver rankings for which no one is currently competing.
Optimize for enough of these low-competition phrases, and you may find that collectively, they deliver more traffic more quickly than the high-volume phrases.

9. Increasing click-throughs from SERPs

Because keyword optimization is really all about creating content that uses the same language as your visitors, it’s important for you to use your keywords in a way that will entice visitors to click from the search results to your website.
This is where title tag and meta description optimization comes in. Don’t optimize just for search engine rankings. Additionally, write enticing title and meta description tags that compel searchers to click your result over competitors who are also ranked on the same page of the search results.

10. Understanding the searcher’s needs

Understanding the searcher’s needs

Aside from getting the click from search results to your page, you also need to deliver searchers to the page that best fits the intent of their search. Keyword research can help with this.
We often think of keyword research as the process of uncovering phrases, but it is also the process of understanding them. It can often prove useful to perform a search for your keywords and assess the results. Follow a few links and look at the content. If all the results show similar content, this gives you a good idea of what searchers are looking for. If the content varies significantly, then perhaps even Google doesn’t know what searchers want.
When you can determine what information a specific searcher is looking for, you then have an opportunity to drive them to the… well, that’s my next point:

11. Delivering searchers to the most relevant pages

Only when you know the searcher’s needs will you be able to send them to a page that meets it. Not every search for a similar keyword wants the same thing, so you have to make sure to have content based on the need for a particular phrase.
Some searchers will be researching, some buying, some shopping and some just looking for how-tos. Each of these needs requires different content. By delivering the right content for the searcher, you will keep them engaged with your site and have the best chance of turning them into a customer.

12. Assessing your competition

Assessing your competition

While keyword research itself doesn’t often give you any information on your competition, you can take your keywords and use them for competitive research.
Use your keywords to find out what keywords your competitors are optimizing for or bidding on. There are plenty of third-party tools that will let you do that, or you can just plug them into the search results and see what you find. While knowledge itself doesn’t help you overcome the competition, it can be used to produce a strategy that will.

13. Establishing expectations of success

One of the most important factors in creating an effective digital marketing strategy is setting the right expectations. Without knowing what to expect, in terms of what success looks like and when it will be achieved, there is simply no way to “win” at web marketing.
Armed with the keyword knowledge that you get above, you can set some expectations and metrics for success. This can be important for keeping the right people happy and feeling good about how the campaign is going.
So I hope I have wiped away all doubt you have had about the value of keyword research. By taking the time to invest in keyword research, you not only get a list of keywords to optimize, but you can get the information necessary to ensure a successful web marketing campaign.

Establishing expectations of success

Thursday, 20 October 2016

10 reasons why SEO is just like fitness

Like getting in shape, ranking well in search engines takes time. Columnist Kaspar Szymanski explains the similarities to help educate clients and neophytes.

10 reasons why SEO is just like fitness

SEO industry workers and professional fitness trainers alike can relate to the awkward moment when a client asks for guaranteed results — only to find out that there are absolutely none. That’s disappointing, but unfortunately, it’s true.
Neither discipline is free of snake oil salesmen, some of whom nurture unrealistic (or even impossible) promises. In the process, they do a disservice to themselves, their clients and the industry’s reputation.
Search engine optimization and the recreational sports industry have, at first glance, seemingly little in common. On a second, closer look, however, both industries almost mirror each other when it comes to honest expectation management:
  1. For starters, in both search engine optimization and fitness training, there are no guarantees. There’s only so much a consultant or trainer can do in terms of both planning and execution. At the end of the day, the hard work of improving the site or taking the first step of a run must be done by the client.
  2. In both areas, it’s all about stamina and following a long-term plan. One-off optimization initiatives have about as much potential to bear lasting results as one intense training session: zip.
  3. Serious athletes and SEOs will agree: there are no short cuts that work over an extended period of time and that do not cause serious side effects. No “wonder pill” will turn a couch potato into an athlete, and no automated link-building program will make a poor website soar in organic search (or not for long). Results demand hard work.
  4. Nutrition is extremely important. Not even the best planned and executed training regimen will translate into desired results if an athlete ends up supplementing it with poor nutrition. In the same way, great on-page optimization will not be enough if it’s hampered by half-hearted, low-quality link building. Links are the bloodline for a website. Like poor eating habits, the results of bad link building will negatively impact overall performance.
  5. Neither SEO nor sports is a level playing field competition. In sports, the body type determines, to a high degree, how far an athlete can get. Relatively few people have a perfect mesomorphic body that requires little effort to shape up, just as relatively few websites bring a great unique sales proposition to the table — an outstanding feature, product and service that makes them instantly popular with users. Sometimes that handicap can be overcome. But ultimately, many people and websites simply don’t have what it takes to be number one.
  6. Optimizing websites and training at a competitive level can be a frustrating experience, because the world has not stopped dead in its tracks, and there’s a chance that someone else (or a competing website) will still do better, despite your best efforts. This is why the next point is absolutely critical for long-term success.
  7. Motivation is important. No workout should be motivated by the approval of other people, which may or may not be forthcoming. In sports, the intrinsic drive towards a more balanced lifestyle is a much more sustainable reason to maintain course. Optimization for search engines may or may not translate into desired organic search visibility. Optimizing a website for passionate users — or better yet, in order to grow a great online business — does not guarantee success with search engines, but it does help in dealing with short-term setbacks.
  8. With both fitness programs and SEO, measuring progress is everything. Without metrics and trends to follow, success cannot be sustained.
  9. Very much like physical exercise, search engine optimization initially requires little more than focus and few tools; a pair of decent running shoes here, Google Search Console data there. Both disciplines, however, demand more advanced equipment in order to continue progressing over time. A specialized heart rate monitor can be for an athlete what a MajesticSEO or are for a committed site owner or a professional SEO.
  10. For search engine optimization and sports, there’s a simple rule of thumb when it comes to special deals: if it sounds too good to be true, it probably is too good to be true.
Like with physical exercise for the recreational athlete, long-term search engine optimization for brands is a lot about avoiding (site) health risks, maintaining focus on the right objective, and keeping course. It’s all about staying lean and fit over a prolonged period of time. Jumping on the latest trend, in either case, can often be nothing more than a distraction.
Lastly, there’s one more quality both SEO and fitness have in common: the more it becomes a habit and part of a regular routine, the better the chance that the success achieved will exceed all initial expectations.

Source: Search Engine Land

Tuesday, 18 October 2016

Hermit Crab SEO

You've heard of Barnacle SEO, but what about Hermit Crab SEO? Columnist Bryson Meunier sheds some light on this troubling black hat practice and urges search engines to do something about it.

Hermit Crab SEO

You may remember the hermit crab as the animal that uses the shells of other animals for its own survival. Because hermit crabs require larger and larger shells as they grow, they compete with other hermit crabs for discarded shells.
This is what I see happening in search results lately in my own niche.
Hermit Crab SEO is similar to Barnacle SEO — a term coined by Search Influence’s Will Scott to describe using the rankings of a larger object to help your site’s search visibility. But it’s different in that it is not using a larger site’s rankings, but using a defunct larger site’s authority (the shell) and creating rankings for your content (the crab) by adopting the larger site as a home — making their authoritative site relevant to what you’re trying to sell.
I’m not involved in any of these Hermit Crab SEO relationships, but there are likely variations on how it occurs — the smaller site may buy the one with more authority and move in, or the larger site may sell space to the smaller one, renting it a room in its shell.
Instinctively, this strikes me as somewhat unfair, as it amounts to “pay for play” and allows smaller brands to get traffic from search results without actually earning links, but rather by paying for someone else’s links to boost their own visibility.
It’s similar to what black hats do with private blog networks (PBNs), buying up once popular domains in order to link to content they want to rank. This is a clearly black hat practice that I wouldn’t recommend to marketers looking for sustainable traffic, because Google is aware of a lot of PBNs and has disabled them and spoken publicly against the practice.
What’s different about this is that I reported it to Google months ago at the highest levels, and the sites in question still rank. Until they stop ranking or Google speaks out against the practice publicly, some may consider that a tacit approval of the practice and recreate it for themselves. Today, the rankings of the example site below have only improved in the past two years, even though none of the links to the site are for the content that’s currently hosted there.

The tale of

Remember Excite launched a search engine three years before Google, in October 1995. This got them a lot of attention and links at the time — so much so that even today, in 2016, they can boast a Domain Authority of 89, according to Moz. (They’re most famous for refusing to buy Google for $750,000 back in 1999.)
If you go to the site today, you’ll find a similar collection of links on the home page to what was there back in 1998, with two notable exceptions.
Six years ago, in March of 2010, they copied a small-ticket company called TicketsMate and hosted their content on the domain.

The tale of

The tale of

Clearly, there’s no duplicate content “penalty” at work here.
In May of 2010, they launched the Excite Education Portal, where they use the site’s domain authority to rank well for online education terms and drive leads to online schools.
Today, 97 percent of the keywords that ranks for organically in Google are related to either tickets (77 percent) or online education (20 percent) according to SEMRush data. Fewer than one percent of the keywords they rank for are navigational, or people looking to go to

Category of keyworws ranks for today

However, in contrast, very few of their links are to tickets or education pages, and 94 percent of their links are to their home page.

Current Distribution of linking root domains on

Furthermore, most of the links to their ticket and education pages fall in one of three categories:
  1. They were acquired in late 2014, when many sites in the ticket industry were hit by an Xrumer comment spam attack.
  2. They are the result of low-quality sites scraping Google that everyone gets.
  3. They are low-quality directory links or links from low-authority sites, some of which have anchor text that doesn’t match the content, like this link to their Super Bowl page from the seminal 2014 article “Questioning About Soccer? Go by means of These Valuable Guidelines” with the anchor text “obama student loan forgiveness after 10 years”:
Furthermore, most of the links to their ticket and education pages fall in one of three categories:  They were acquired in late 2014, when many sites in the ticket industry were hit by an Xrumer comment spam attack. They are the result of low-quality sites scraping Google that everyone gets. They are low-quality directory links or links from low-authority sites, some of which have anchor text that doesn’t match the content, like this link to their Super Bowl page from the seminal 2014 article “Questioning About Soccer? Go by means of These Valuable Guidelines” with the anchor text “obama student loan forgiveness after 10 years”:

Very few of Excite’s inbound links are legitimate sites that point to them as a good site to buy tickets or get education information from.
And yet they rank very well for these things. If you have ever doubted that the concept of site authority is important for SEO, this should convince you otherwise. At least in this niche (as well as online education and home security), the total number of quality links to the site, rather than to the pages, seems to determine whether the pages rank.
Is this a legitimate SEO practice that you should employ? Google didn’t respond to our request for comment at press time, but if it’s not outright spam, it does seem to fly in the face of the concept of creating valuable content. According to Google’s help section,
The key to creating a great website is to create the best possible experience for your audience with original and high quality content. If people find your site useful and unique, they may come back again or link to your content on their own websites. This can help attract more people to your site over time.
But why go through the difficult process of creating valuable content that organically attracts links when you can, in fact, use someone else’s site authority to rank content people don’t otherwise care about, and will not search for or link to?
After all, it’s much easier (as long as Google makes it possible) to visit the Internet graveyard and find a once-great partner with old links and high domain authority that you can make rank for competitive content that your own domain would have no hope at all at ranking for.

What can Google do?

If Google wanted to defuse this, it would be easy enough to do. It becomes pretty clear which sites are legitimate authorities in an industry when you measure the percentage of linking root domains to their home page relative to other pages on the site. When I looked at a sample of sites in the ticket industry, the top three sites had an average of 37 percent of their links to their home page, and searches on their brand terms plus the content they want to rank for (e.g., “stubhub red sox tickets”). Google even has patents for the last part of this, but they’re clearly not using it to determine site quality here.
I’m not pretending I don’t know how difficult it is to weed out spam in an industry where paid links, or links due to paid partnerships, would exist even without search engines. I know it’s tough. I’m also not blaming Excite or TicketsMate, as they’re just making money on a strategy that clearly works for them.
But any company with machine learning, self-driving cars and the smartest engineers on the planet should be able to figure out that a site with an extremely high percentage of links to their home page probably doesn’t deserve to be there. Especially if they keep telling us that creating good content that generates organic links is the best SEO.
But until they do, grab a discarded shell of a website, and walk like a crab to the bank.

Source: Search Engine Land
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