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Pro Tip: 3 common mistakes SEOs make when disavowing links

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Disavowing links can be tricky business – and there’s lots of misinformation on the topic.

There are some common areas where a lot of people go wrong in the process of disavowing links. Some of these misconceptions can have detrimental impacts on your website’s visibility.

Here are three misconceptions about disavowing links you will want to avoid.

1. Disavowing the wrong links

It might seem logical to focus your efforts on disavowing links that are obviously bad, including:

  • Adult sites
  • Illegal gambling
  • Sketchy foreign sites

Google is very good at deciphering bad inbound links – they’re going to know that you didn’t actively build links on porn sites.

The ones you should focus on disavowing are ones you wouldn’t want to show Google – like irrelevant, blatant attempts to build links. Take a critical look at every inbound link you have. Be sure that it adds contextual value to the content it lives on.

The common types of links you should focus on disavowing are:

  • Link schemes – it’s obvious the link is for ranking or making money
  • Non-editorial, spammy links
  • Links with promotional anchor texts

If it’s obvious that the link is only there for the purpose of link building, it could get you into trouble.

2. Disavowing unnecessarily

Many tend to jump to rash conclusions after being negatively impacted by an update. Disavowing links should be a last resort.

Disavowing links without strong, individual rationales oftentimes results in detoxing links that are actually helping your website rank.

Before you make any decisions, examine each link and take the time to consider all the risks and benefits of disavowing each link.

3. Relying too much on tools

Link analysis tools can oftentimes be misleading. These generate lists of potential disavow candidates programmatically – and aren’t always 100% accurate.

SEOs should not listen to these tools blindly. According to John Mueller – “If a tool can tell you which links to disavow, Google is probably ignoring them anyway.”

Automated tools shouldn’t be your compass in disavowing links. Examine each link critically to decide its contextual value.

Pro Tip is a special feature for SEOs in our community to share a specific tactic others can use to elevate their performance. You can submit your own here.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Manish Dudharejia is cofounder and president of E2M Solutions Inc., a full service digital agency specialized in eCommerce SEO and websites design and development. Manish has over 10 years of hands-on experience dealing with technical SEO for eCommerce sites from several different niches.



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See the ‘top signals’ informing your Google Ads bidding strategies

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Google’s smart bidding strategies use a host of signals to inform bids with each auction. Now, Google is starting to show which signals are driving performance to optimize bids for people more or less likely to convert.

Top signals. The signals shown might include device type, location, day of week, time of day, keywords, remarketing and Customer Match lists and potentially some other signals. You might also see combinations of signals such as time and keyword. Signals in red are less likely to convert in that strategy, while signals in green are more likely to convert.

(Click to enlarge.) Top signals for portfolio bidding strategies now show in Google Ads.

Where to see top signals reporting. The top signals will show in the bid strategy report. Keep in mind, that report is only available for portfolio bid strategies. The bid strategy report is located from Tools > Shared Library > Bid Strategies. Then select a portfolio strategy.

Google said it will show for Target CPA and Maximize conversions on Search, but you may be able to see top signals for other portfolio strategies. The example above is just for eCPC, in fact.

Why we care. Understanding which contextual signals have particular influence on your automated bidding can give you insights into your target customers and potentially inform your strategy. For example, if you see a keyword being “down signaled,” it may just be a poor match for that particular bid strategy, or perhaps there are ad or landing page optimizations you could make to improve its likelihood to convert.

You might also see trends that can inform other marketing efforts such as email send times. The screenshot above, for example, shows weekends are a strong signal. That could be a good time to test email flights rather than on weekdays.

More about pay-per-click advertising


About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.



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Google’s ‘Duplex on the web’ enables the Assistant to buy movie tickets for you

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Google is making it possible to use the Assistant (via Duplex) to buy movie tickets online. Back in May at Google I/O, the company announced that it was expanding the AI-powered Duplex beyond restaurant reservations to booking rental cars and buying movie tickets.

Duplex on the web. Called “Duplex on the web,” users will be able to use the Google Assistant for new reservations and purchase categories. Movies is the latest example.

As shown below, Android users in the U.S. or U.K. can ask the Assistant for movie showtimes or search movies in the Google app. The Assistant will then lead searchers through a “buy tickets” process that involves theater selection, movie times and, if available, seat selection. A saved payment card needs to be in Chrome to work in this case.

Expanding to many more categories. It’s not clear that users will prefer this process to manually booking tickets. However, it illustrates how Google is bringing the sophistication of its Duplex technology to the broader mobile internet.

It’s also not clear how much back end integration needs to be done by publishers to enable this; I suspect not that much. Regardless, I’m sure Google has a roadmap that extends to many other categories where online scheduling, reservations and basic transactions are involved.

Rand Fishkin has been speaking, including at SMX East, about how Google has evolved from “everyone’s search engine to everyone’s competitor” and the SEO implications of this. My view is a bit different.

Why we should care. Google has now talked repeatedly about “helping users get things done in search and with the Google Assistant. This is about making search more transactional and owning the transaction. Google is doing this in shopping and across the board in local (e.g., food ordering).

Google is trying to remove friction and compress the process between search and a sale. It’s handing that process off much less and less to third parties and site owners. This helps Google 1) improve the consumer experience, 2) keep users within its system, 3) create a closed loop for analytics and 4) generate fees or revenue from commerce, which has implications for smart speakers.

If these capabilities (i.e., Duplex on the web) take off, publishers and brands will need to be partnered or integrated with Google actions/services or risk losing the transaction to a competitor. It will also mean that Google owns the customer.


About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He writes about the connections between digital and offline commerce. He previously held leadership roles at LSA, The Kelsey Group and TechTV. Follow him Twitter or find him on LinkedIn.



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Google Search Console adds Product results filters to performance report

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Google announced it has added new filters to the performance report within Google Search Console to show you how well your product results are doing in search. Google now captures and displays click and impression data when rich results display based on your use of product rich results markup.

The report. Find this data under the Performance report by clicking on “search appearance” and then on “product results.” You’ll see clicks and impressions and can further segment by device, geography and queries.

What it looks like. Here is a screen shot of the report:

What is a product rich result? Below is a screenshot of what a product rich result looks like, but you can learn more about this in this developer document. Product rich results typically show product ratings, price, availability and some description information. Note that product rich results are not new, just the report in Search Console.

An example of a product rich result in Google search results.

Why we care. The more data the better for SEOs and publishers, and this gives us more granular data on the impact of us adding product rich result markup to our pages. Google said this will show you how much traffic comes from experiences with rich data like price and availability and how does shopping traffic change over time, and the shopping search queries your website shows.


About The Author

Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.



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