Google recently rolled out a new SEO tool, telling webmasters they could "disavow" links they wanted to have nothing to do with. In a recent article on B2Community, I discussed why this might not be something to get too excited about.
Google Does Not Forgive You
I'm sorry - they just aren't going to wipe the slate clean. The disavow tool isn't an invitation to do whatever you want regarding link building. You can't take exceptional risks and then just disavow your mistakes and maintain your rankings. You can simply "request" Google listen to the disavow.
Google Doesn't Want You to Feel Helpless
As I discussed in a previous article, Google is trying to appease webmasters by giving them an "opt-out" when it comes to solving their linking issues. We can identify a few different types of websites or SEO companies that would be interested in making use of the disavow tool:
1) Clueless Clients
If you own a website, I'm sure you've gotten a few e-mails from people offering SEO services. And by a few e-mails, I mean dozens of e-mails every month. Honestly, it's a little bit ridiculous. That being said, most of those e-mails are likely from overseas companies, or US-based companies that just contract out to overseas countries. How is an uneducated website owner to know how to weed these out?
In all likelihood, they can't. SEO isn't an easy thing to understand. So, plenty of unsuspecting owners hired these companies - probably for "too good to be true" rates (although certainly not in all cases), and ended up with penalized websites because of the low-quality link building.
For these guys, I feel a little bad. I mean, I'd prefer they hired higher quality companies, but they didn't really know. This should force them to become a little more educated and hire people that can get the job done. And hopefully, somewhat thanks to this disavow tool, those higher quality providers might be able to deliver some positive results for them.
Websites with Stolen Content
Probably a fairly uncommon one, but if your content gets stolen all the time, it's going to hurt as Google continues to penalize from duplicate content. Plus, you'll have the same links everywhere, especially on low-quality sites that are stealing content, which could have caused some disavow issues.
Negative SEO
It's important that Google addresses this. If they're going to continue to penalize websites based on off-page rankings, then they need to allow a way to report links you don't want to be associated with. With the disavow tool, it's important that webmasters actively monitor incoming links, catch negative SEO links, and disavow them before they have a chance to affect rankings.
Conclusion
How is disavow most functional? Unfortunately, not for things that happened in the past. It's for the future.
Keep track of recent links in webmaster tools, and if you're getting attacked from someone else, then disavow the links BEFORE your rankings are negatively affected. That way, if someone at Google is doing a manual review of your website, they'll see you had good intentions are will look to keep you in good standing.
Website Optimization Is Vitally Important To Get Search Engine Visitors
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