We all read the advice online: don’t build crappy links. Don’t use short term benefit tactics in SEO. But do we always heed that advice? Can we always afford to?
The latest reality check came in the shape of a small online business in the UK, Children’s Furniture Store (CFS). Jane Copland tweeted about an online letter in which they announce that, due to Penguin update, they are forced to close their business down.
This really got me. Firstly, I hate to see a small business go under. These people put their hearts and souls into the business and it breaks my heart to see them being closed especially due to changes in Google algo. Furthermore, it seems from their closing letter that they were a victim of bad SEO advice and that reflects poorly on all of us. We have enough attention seekers out there calling us out for asshattery as it is so I would rather be pictured as someone who helps small businesses rather than the one that puts them under.
A lot of people started reaching out to Children Furniture Store’s twitter account, offering help and advice. Unfortunately, it was too late for them; they have already started folding up their business and have ceased trading.
I am sure this is not the only case that has or will have happened. As a matter of fact as a result of my activity on twitter around this, I was contacted by another small business asking for help on similar issues. Other people I know encounter these situations on weekly basis.
So why is this happening? Who is to blame for this? A business is closing down, people are losing their jobs, we can’t just dismiss it as “that’s life” and “business is hard”. We cannot learn anything from this case and other similar cases if we do not take a hard look at all the possible culprits responsible for these situations and try to understand what could have been done to prevent this from happening:
This is the list of guilty parties, according to my opinion, ranked by a decreasing amount of responsibility:
The business owner
The business owner is the most responsible party here. They probably didn’t mind when the money was rolling in and never thought about the “what if” scenario. These are the things that they did wrong:
Never ever put all the eggs in one basket – I think this is the most common and widespread piece of advice given to website and general business owners, yet people manage to ignore it again and again. Had CFS had various sources of traffic (which they could have developed with the profits from the organic traffic) or even had they started developing offline business, Google Penalty would have hurt much less. This is true even if you are not using blatantly spammy SEO techniques, you never know where Google’s business goals may be tomorrow and when the line between what is kosher and what isn’t is constantly moving, you never know when you will find yourself on the other side of the line. Having additional sources of traffic/business immunizes (relatively) you against this scenario. Sometimes you have to bite the bullet and PAY for the traffic – for example Paid Search. Building a social presence would help too. Luckily they HAD kept their mailing list and were able to sell any leftover inventory using it – but mail is a good channel to optimize sales too.
Get educated – there is a lot of SEO information out there. No one can follow all of it. But it is your prerogative as an online business to keep abreast of the most important best practices and pitfalls within the marketing channel that is providing you with the majority of your income. Had this business done their due diligence, they would know not to rely on only one stream of traffic, they would know that the practices used by their SEO provider are shady at best, they would know that they are paying too little for the SEO services for them to safely provide them with edge over their competition in their niche. They would also know what to do when shit hits the fan and not wait for a full year for the second hit which will ultimately decimate their business.
In this case, the business owner did say that they spent a lot of time trying to read on the internet about similar issues – apparently they didn’t find any “real” advice. Should Business Owners learn to navigate online information a bit better? Or should we, as an industry, make sure that the information found on these issues is top notch? But more about that further down. In this particular case, the owner of the business did several things – tried reading about the possible problem, turned to an independent SEO (who told her to let the site die and start anew) and fired the agency that was probably the cause of all this. Still there was much more to be done and I hope other businesses will act differently in similar situations.
Reach out – as their “we are closing the business” letter started circulating, more and more people started saying that they are willing to help. In a matter of minutes, both in public and private channels, a picture of what needs to be done to help this website started emerging. Getting this kind of analysis from industry experts can cost a lot of money, but if a business owner harnesses the benefits of the SEO community, either through Twitter, SEOBook Forum, Google Webmaster Central forums, SEOMoz Q&A forum, G+, Facebook groups, etc., they can get a pretty clear picture about what hit them and what needs to be done. They would be more aware of the risk levels involved with the SEO strategies they were using and would be able to move away from them much earlier, making the cleanup a more viable option. With all the misgivings of this industry, it has some of the most generous and helping people in it and this can be a tremendous asset for small businesses that are struggling to come with terms with the challenges involved in promoting your website in organic results.
Spammy strategies – one look at the CFS’ backlink profile shows patterns of a backlink network.
Further conversations with people that are connected to the company showed that this is indeed the case. Bunch of footer links, clearly paid-for blog posts, sidebar sitewide links from non-related sites in non-English languages… You took a small business that doesn’t know what they are doing, promised them wonders at three-digit monthly recurring price and it worked for a while. Did you warn them about the risks? Did you tell them that if Google decides to target these link-building practices, their whole business can go down the drain? Or did you encourage them to enjoy the party while it lasts? Did you instruct them to take the profits of these short-sighted tactics and invest them in diversifying their traffic sources? No you didn’t. You are no better than a drug dealer, reaping profits from the lack of knowledge of unsuspecting client, allowing them to risk their whole business and you should be ashamed of yourself for that. You sir, are an ass hat.
No responsibility – as the graph attached above shows, the CFS site was hit at two occasions, one in May 2011 and the other in May 2012. According to them, they have stopped working with you by the time WMT warning notices have arrived. Do you think that releases you from the responsibility for your work? What did you do in between those two dates? Did you take responsibility for CFS situation? Did you instruct them on how to fix their situation? How did you allow a business that found itself in a shitty situation, partially due to your actions, to get to the point where they have to close their doors? Do you honestly not care that people are going to be jobless because of the bad advice you have provided?
By allowing crappy linking strategies to work for so long, they have created a situation where the only viable option to stay competitive in certain niches was to join the bandwagon and use spammy links. You can stand on your soapbox only for only that long and preach “whitehat” techniques while your competitors are laughing all the way to the bank and cashing in. So yes, at some point they will probably be penalized, but until then they will have developed enough capital to be able to safely switch to some other domain/SEO strategy and have developed their brand to the point where they are practically immune from algorithmic changes. You have created a situation in which following your Best Practices was a financially unviable option for a lot of small businesses and for this you carry a part of the blame
Furthermore, you should realize that the information you give out about these penalties is not read only by sinister SEOs spending their days and nights trying to reverse engineer your precious algorithm. Why is it so hard to tell the business owner what is it they are getting penalized for? Tell them “your site has a large amount of paid links/unnatural anchors. You can find these links marked with a huge red exclamation mark in your WMT link report. Get rid of them”. Doesn’t Google have a responsibility of providing decent, informed content around these sort of penalties so that a business owner can refer back to the source? When they penalize a business – shouldn’t it be their responsibility to say EXACTLY why? Is a bland, notification in GWMT sufficient?
When you Google “Penguin” or “Panda” etc – shouldn’t Google’s own written guidelines on recovery be ranked at top positions, so no one else gets scammed? Yes, it is not all Google’s fault that these businesses were told that it is OK to do whatever it takes to rank. Yes, Google does not owe anyone anything but it would be a sign of goodwill towards those that provide the content of the web for Google to crawl and serve ads on.
The SEO Community
How is the SEO community responsible? By greatly diluting the information space in our industry. The number of inane posts, all written in the same “10 ways unrelated-X affects your SEO-Related-Y” format, all based on conjectures and rehashed hearsay, make it almost impossible for a non-industry person to get to the meaningful information. I have seen articles with link building strategies that were covered in 2006 being peddled as “current” and “cutting edge” in 2012.
Without knowing the authors, companies they work for, their level of experience and history of their posting, there is no way that a person who doesn’t spend significant amounts of time wading through the noise created in the SEO space can know what is reliable and what not. Furthermore, the lack of propensity to call out crap information when we see one, complete avoidance of confrontation within the industry, limiting critical discussion on quality of content behind gated walls of private Skype chats and limited Facebook groups, makes the pruning of this jungle of nonsense an impossible task and for that all of us bear some part of responsibility.
I am really sad for CFS. It depresses me that a business can go under so easily from causes that could have been prevented. There are real people behind these websites, making their living, in spite of Google doing a lot to make their success harder (by promoting big brands and at a switch of an algorithm button making previously acceptable and successful practices - damaging). I hope that this post will help other businesses make sure that they are doing everything possible not to find themselves in a similar situation.
Many thanks to Rishi for helping with editing and some background info.
Branko Rihtman has been optimizing sites for search engines since 2001 for clients and own web properties in a variety of competitive niches. Over that time, Branko realized the importance of properly done research and experimentation and started publishing findings and experiments at SEO Scientist. Branko is currently responsible for SEO R&D at RankAbove, provider of a leading SEO SaaS platform – Drive.