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Are You Sabotaging Your SEO Success?

Posted on March 30, 2006

By Jennifer Horowitz

You probably are and you dont even know it.

Lets look at a few key events in SEO, not in chronological order -- just by highlighting a few key events.

Doorway pages were the hottest thing everyone used them, and they worked!
     Until Google caught on that people were just trying to trick them, and they banned the pages. Mouths dropped in shock, as top ranked sites dropped from sight.

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Reciprocal links were all the rage. Emails flying: You link to me, Ill link to you. Everyone was fast becoming friends and creating an interlinked information network.
     Until Google caught on that this isnt a true representation of how popular your site is, people are just creating link farms and mass-generating faux link popularity. More mass droppage of sites from the SERPs.

One-way links are definitely the way to go. Its exactly what Google wants, and if we buy a link from another website, Google will see it as a viable one-way link to my site. Who says you cant buy love. Ive got Google lovin me.
     Until Google realizes there are sites with high PageRank, making a nice monthly income for linking to sites that have not earned the link the faux link popularity issue is just perpetuated.

With some all of the link confusion, it is a constant source for debate: reciprocal is OK, as long as it is relevant and from a high PR site. One way is the only way to go, but only if it is relevant and from a high PR site. What is high PR anyway, is it anything above 3 or 4 or 5?

With all the questions flying, attention seemed to go back to a new and improved type of doorway page. One that includes links to other sites (resources) underneath text for your site.

This is great this technique is legit, you are providing value to people by having helpful links on your site, and the search engines just happen to view those links as keyword rich, so they boost your rankings.

It made sense to the engines, and was easy to do. Great weve finally found a way to create some great pages that Google likes.
     Until Google sees the internet infiltrated with sites that are nothing but mass-produced pages with no customization. Resource pages spit out by software, with no real content. That ended the resource page hay day.

Blogs are it. Everyone can create a free blog and then blog and ping like crazy. Drive spiders to your blog when you ping, they follow links in your posts to your main site, and next thing you know you can control Googlebot, and Yahoo Slurp. With a few posts, you can plan on the bots swinging by to pick up more pages in your site. Cool, things are happening now!
     Until Google realizes people have programs doing auto-posts and auto-pings and its not the most relevant or original content. Google wises up (those still trying to get away with automated blogging and pinging, youre wasting your time).

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The link debates rage on; content is still king; and people want rankings more than ever. Whats next?

1. RSS Feed You can create content and send it out to the world to read with their preferred viewer. What an opportunity to get your message out there! You can also pull feeds into your site to bulk up content. Amazing.

2. Enter the Press Release and Article Syndication. Brand spanking new and dressed to impress. Fabulous write informative articles and submit them around the internet the benefit is two-fold each article will drive traffic to your site, and the links within the article will count as links for your site!

The Press Release is killer too. Write an informative, keyword rich press release and get it sent out to thousands of media outlets online. You could count on 30 days worth of traffic from one release. Not to mentioned, press releases get picked up in the News engines and the regular engines too.

Great so whats the problem?

Any current hot technique is only a passing fad. We make sure of that.

Look at most of the techniques that are now considered black hat. They would have been OK long term and worked well in moderation, but instead they are used and abused and killed by us. Thereby sabotaging our own success.

Let me talk specifically about RSS Feeds, Press Releases and Articles.

RSS Feed is great. Pull in news that is relevant and comes from different sources, showing different opinions. Fabulous! Use a few feeds to enhance the already strong content on your site and this tactic should remain beneficial long term.

However, what is really happening is people are saying Great, I dont even have to write content; Ill just pull in feeds and bulk up my site that way

Now you can imagine Google saying, OK these guys are abusing this technique and trying to fool us too bad, no more RSS Feeds. And those legitimate users are now suffering the loss of this fabulous technique.

Even scarier is Article Syndication this one is accidentally being misused and abused. People arent considering the future for this technique, and the future for their site.

In order to understand the overuse and abuse, you need to understand how it benefits you, and you need to understand the SPECIFICS of what the engines look for.


Articles provide links to your site. Google likes links. Score!



Google likes links that go to various pages within your site, with varying text used as the clickable part of your link (anchor text or hotspot).

It is those specifics that people ignore. When you syndicate an article, you send the exact same article to multiple sources. That means each link goes to the same page on your site, and has the same anchor text.

Not exactly what Google had in mind! Its only a matter of time before Google starts dismissing links from articles as irrelevant.


Articles provide a good source of content to enhance your sites existing content.

The Future:

Scraping (stealing bits of content from sites through an automated software and posting them to your site) is ruining articles. Google had to develop a component in their algorithm that determines how old content is, and who was the first publisher of it. Therefore, articles will be seen as recycled and not original content and of no value to you.

Even worse, if you syndicate an article that you wrote, you are potentially losing the credit for that article -- unless you quickly post it on your site, and wait until it is indexed so Google knows it belongs to you, and then open it up for syndication. Since article sites are so big and active, they are likely to be spidered first and then the article site will get credit as the first source to use the content and therefore the owner or creator.


Press Releases are a great way to get news out, throw in some links and you have built in link popularity with media sites, which are typically high PR.


Not Good:

People are sending out press releases every time they make a move. Is it really news worthy that you acquired a new client, or that you completed a project? No, not really. Sadly, the real news worthy items get lost in the mass numbers of press releases floating around each and every day.


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With a little bit of restraint and strategy, we could use these to our benefit. Here are the solutions ...

About the Author

Jennifer Horowitz is Director of Marketing for has been in business for 6 years, serving clients big and small and delivering top rankings. For more information, including the truth about common SEO Myths, a free report, as well as details about what you need to do to get the RESULTS you are looking for contact us today.


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