How is it possible that Interflora can bounce back from a Google penalty so quickly - is that normal?

[Clicksjim]

As far as I understand it Interflora was removed from Google organic search results on February 20th.

I guess no one knows for sure why they were delisted other than Google but I have heard theories such as giving flower bribes to bloggers in return for links How sweet - and placing paid follow links inside advertorials within local newspaper sites.

Whatever the reason for their de listing it seemed Google must have wanted to send out a strong message since even a branded search wasn't ranking.

Fast forward 13 days to today and I now see Interflora ranking not only for their brand but also for flower delivery London etc etc...

How is it possible that they managed to get back in the SERPs so quickly? Is it normal to get a penalty and be back up and running at position 1 in less than 2 weeks? Is that normal for a penalty?

I was under the impression that being caught gaming Google to the extent where they delisted you was something far more serious and had much longer term repercussions?

[Tompt]

Provided what I read was true, interflora were aware prior to the penalty that they were in trouble and were taking steps to remedy the situation by getting the links removed. It could be that their recovery is part of a settlement of sorts, they are a big brand, they took quick action, and this sort of recovery is hardly unprecedented (BMW recovered in 4 days after their penalty via Nick Wilsdon (credit where it's due)).

They apparently still haven't recovered for Valentines or Mother's day, which may be the penalty that lasts, but google got their message out about advertorials quite effectively and that is probably what they were after.

In addition I would imagine that Google's Chrome marketing ad from a while back was an argument in interflora's favour. It actually features items being sent to reviewers to review and it's hardly a huge step to see interflora's blogger flower deliveries as the same thing.

[Clicksjim]

Or maybe they sent some flowers to Matt Cutts - Sorry that was terrible humour

[MarieHaynes]

People keep talking about how Interflora is getting favor because they're a brand, but I think it's possible that this could be no different than any other website with an unnatural links penalty.

If the penalty was due to one particular type of link (i.e. the advertorials) it's conceivably possible that they were able to get these removed very quickly and then file for reconsideration.

I've had reconsideration requests come back successful after only 3 days.

[EvolveCreative]

They're a big brand. That's it. They knew what they were doing, got caught, got out. Very simple when you're a big brand. Same thing with iAquire. They were buying links, knew they were being naughty, got caught, got out. Big brand with big connections. Same story with most big brands. I actually just talked to a guy from Dunn & Bradstreet about this. All these big brands know black hat SEO and know they can get away with it so they do it.

[JadedTLC]

It's not all the big brands. There are ethical SEOs working at brands.

[EvolveCreative]

I didn't say there weren't?

[JadedTLC]

Your comment " All these big brands know black hat SEO and know they can get away with it so they do it." seems to broadly attack branded SEO work. Not all brands know black hat SEO. In fact, I've found more brands doing black hat and not knowing it was black hat. SEO is a mystery to brands.

Brands want results so it is on the part of the SEO or agency to educate on risks etc. I'm guessing most folks don't educate their bosses.

[EvolveCreative]

"All" was probably a poor choice of words. Sorry.

Do any of us really know what blackhat SEO is anyway?