Google Webmaster Tools Message regarding unnatural links - how to respond

[JerryCharles]

I acquired a small website which was subsequently hit by Google Panda for unnatural links. Since the previous owner was involved in the link building, I'm not sure what to look for. Here's the message I received from Google:

** Message from Google **

"We've reviewed your site and we still see links to your site that violate our quality guidelines.

Specifically, look for possibly artificial or unnatural links pointing to your site that could be intended to manipulate PageRank. Examples of unnatural linking could include buying links to pass pagerank or participating in link schemes.

We encourage you to make changes to comply with our quality guidelines. Once you've made these changes, please submit your site for reconsideration in Google's search results.

If you find unnatural links to your site that you are unable to control or remove, please provide the details in your reconsideration request.

** End Message from Google **

I'm not sure how to locate "unnatural links" when there are so many pointing to the site. For example, are there specific domains I should look for that are known offenders? Or, should I look for sites that are using obvious anchor text that seems orchestrated? Any insights would be appreciated on creating an action plan.

• Jerry

[CarlosFernandes]

You are right that the first port of call should be a link audit and a full analysis of what sites are linking to you and how.

Even though the message above is an automated one and may well have been triggered by "red flag" signals (an algorithmic penalty as opposed to a manual penalty) - you should (in my opinion) - still make a concerted effort to rectify the situation before responding to that message.

There are various tools you can use to analyze back links. If you are a member here I am sure you are familiar on using the tools on this site.

One of the first things I would look at also is what Google is saying about the links to you as detailed in GWT.

The links and anchor information in there are very helpful although the data lags quite a bit.

Still it will give you a good appreciation as to what sites are linking to you and how.

To access this, go into GWT for your site and then click on the menu option on the left that says

"Your Site On the Web"  >> "Links to Your Site"

You will get a feel for what sites Google is recognizing as linking to you - which sites have sitewide links to you and the diversity of the anchor text (the text within the links).

This last point (anchor text diversity) is now a bigger point to emphasize than before.

eg: If you see 90% of your inbound links all pointing to one page on the site and all having one term for anchor text (that is not your brand name) - then you can probably guess that this is going to lead to some kind of red flag being raised.

I am not agreeing with that in terms of a methodology..... I think they have really made some miscalculations here in terms of this update.... but I am just pointing out that this may have caused some red flags in their automated unintelligent algo.

Post back and let us know what you find and I will try to assist further if possible.

[David_H]

Jerry, if it were me, I'd work my way through all the suggestions that Rand suggested over in a recent "White Board Friday"

It might well be that the previous owner had left you more than just the links to clean up and I think this would help you out.