Case study - Domain with a Google algorithmic filter / penalty

In our latest case study, we want to share our experience conducting a detailed backlink audit. We implemented these measures to effectively restore the visibility of a client's website in the financial sector, where competition for top ranking positions is exceptionally fierce.

Introduction to the Collaboration and Initial SEO Analysis

Our collaboration with the client began in May 2019, when their website experienced a significant drop in organic traffic.

The first step was to thoroughly examine the Google Search algorithm update history, which allowed us to identify potential causes of the issues. When analyzing the data, we took various locations into account, as major algorithm updates can roll out in stages across different data centers. Given the frequency of minor and major updates, we also tracked reports from the SEO community on industry portals and official Google announcements on their official Twitter profile.

Declines and Competitor Analysis

We identified that the client's site experienced a significant decline in October, which could have stemmed from the August 2018 update affecting YMYL (Your Money Your Life) websites. In this context, we advised caution when making significant changes to the site, as algorithms are often adjusted within a few weeks. Our competitor analysis showed no similar drops among other market players, prompting us to devise a strategy that ruled out various factors that could have caused our client's drop in rankings.

Google Algorithmic Penalty - Off-Site Audit of Inbound Links and Disavow File Preparation

We undertook a comprehensive audit of inbound links. Using various tools such as Google Search Console (GSC) and Majestic, we gathered the data necessary to analyze the domain's link profile. We focused on metrics such as:

• TrustFlow and CitationFlow,
• link types,
• anchors,
• target URLs where links were pointing,
• domain topics and page titles of linking pages.

Our attention was particularly drawn to a rapid increase in links over the past 5 months of nearly 400%, including links from domains with a high Domain Rating (DR), as well as sponsored articles that could indicate unnatural link acquisition.

When analyzing the link profiles, we focused on removing and adding to the disavow file about 10% of the domains that could have negatively impacted the site's evaluation by search engine algorithms. To streamline this process, we focused on one URL per domain, eliminating duplicates.

Disavow Tool

Although opinions vary regarding the effectiveness of the disavow tool in eliminating harmful links, we decided that the best approach was to take all possible steps to get rid of potentially toxic references. As part of this strategy, after updating the disavow file, due to the risk of algorithmic penalties related to an unnatural link profile, we decided to modify and redirect certain suspicious URLs. We believe such actions can be crucial in situations where a site's reputation is on the line.

Further Work on the Link Profile - Naturalization

In the next phase of our efforts, we focused on improving the link profile. Most of the existing links came from sponsored articles, so our goal was to adjust them toward a more natural character. We sought to modify about 40% of the anchors and URLs from these articles to better reflect natural linking patterns.

Automating the Process of Acquiring Contact Addresses

We used Screaming Frog to automate the process of collecting contact addresses for domain owners. This allowed us to quickly and efficiently gather the data needed for our subsequent actions. By sending personalized messages to site owners and editors, we achieved a 70% success rate for our planned link changes.

source: https://www.screamingfrog.co.uk/web-scraping/

Other SEO Activities

Technical Site Audit

Another important element of our strategy was a technical audit of the client's website. We focused on eliminating errors that might have occurred during the creation and development of the site. We paid special attention to errors related to the implementation of AggregateRating, which could have resulted in a filter being imposed by search engine algorithms. Our actions were aimed at ensuring that all applied solutions were as natural as possible and aligned with the website type.

Content Analysis and Optimization

While analyzing the content on the site, we decided to naturalize certain texts, especially those that had previously performed well in search results but were stuffed with keywords. Our goal was to create more natural and user-friendly content.

Final Results and Conclusions

Our efforts yielded significant progress as early as November 2019, just seven months after our cooperation began.

There was a noticeable, gradual improvement in the rankings of individual subpages, which began regaining their former high spots in search results. What used to sit at positions 19-20 was now dynamically climbing to top spots from 1 to 3.

In late November and early December, our client regained all of their lost rankings. What is more, we recorded further gains, which translated into increased traffic from new keywords.

Currently, our client's website consistently holds top positions for the most competitive keywords, which confirms the effectiveness of our efforts.

Removing an Algorithmic Penalty - Summary

This case demonstrates how important it is to understand search engine algorithms and adapt your SEO strategy to them. Do not panic in the face of ranking drops; instead, focus on thorough analysis and fixing errors. Remember that a well-planned strategy based on natural SEO can deliver outstanding results, even after a prolonged period of ranking declines.🌟 TL;DR - Key Points:

1. 📉 Ranking Drops? Don't Panic! - Regularly track updates on algorithm changes and audit your site to detect and fix errors. Also observe how your competitors operate.
2. 🔍 Analyze Actions and Errors - Review your current SEO strategies. Sometimes techniques that once worked now require adjustments toward more natural SEO methods.
3. 🌐 Focus on Natural SEO - Long-term, natural SEO methods can deliver excellent results, even if your site was previously pushed out of top rankings.
4. 🔗 Backlink Profile Audit - Do not limit yourself to merely eliminating harmful links. Also analyze link structures, website topics, and other elements that indicate link naturalness.
5. 📈 Stable Strategy = Stable Results - By sticking to a well-planned SEO strategy, you do not have to worry about temporary ranking drops. Remember that sometimes weaker sites might temporarily overtake you, but a well-thought-out strategy will allow you to regain your lost positions.