Google Devalues Another Link Building Tactic. So, What’s next?


google logo under magnifying glass

This post is taking stock of Google’s latest announcement of devaluing press releases as legitimate link building strategy. As part of continually trying to improve the process of how search engine rankings are to come about, press releases with lots of links that could potentially be used for organic link building are being deemed as paid links. Along with other options such as guest posting services, press releases too have been a valuable source of passing link value back to site, one reason why they have now been debunked by Google.

The SEO process of link building has always been a little frowned upon by Google. Now as part of their campaign to consistently improve the process of how search engine results are going to come about, the latest tactic to face the music is the very popular strategy of using organic press releases as part of the link building process.

Until not so long ago, optimized press releases were being used by marketers to pass on link building value back to their sites. Links that could be spontaneously and organically infused into the body copy of the press release could be used with anchor text to build credibility and follow. Press releases along with other options such as guest posting services were an integral part of SEO services being provided by marketing agencies.

Now, as mentioned above, Google has debunked these press releases, though not a whole. The only thing that needs to be changed is that all the links in the body copy have to be no-follow links. Google seems to believe when a press release is distributed via a distribution service that is paid, the resulting SEO is categorized as being paid too which steals from the legitimacy of the content.

This, according to Google, pertains to black-hat SEO, something that they work hard towards eliminating.

Most agencies offering Google Penguin recovery services are looking to come up with alternative link building strategies that can help build organic links in a way that is approved of. In any case as far as Google’s idealist approach is concerned, they are of the belief that quality content will attract back links naturally and would any site with content like that will not have to resort to any other method of attracting links.

For those, who relied heavily on press releases and other tactics for back links, this obviously is not good news. But, it’s something that has to be lived with and not completely unexpected either.



Going further from here, the biggest point of action should be to find a valuable and acceptable strategy to gain link value. As already mentioned, at this point, good content that attracts natural engagement is the way to go. Any bulk link acquisition strategy that makes it easy to get links needs to reevaluated and eliminated.

A systematic approach that combines content with SEO and unique keywords will create material that is easily sharable and contribute towards web authority. As a result of this, back-links will follow naturally. This is a quality approach that is bound to contribute towards success and more so, in a manner that even Google will approve of.

Sarvesh Bagla, CEO at Techmagnate, is an entrepreneur, an avid reader and an expert on Internet marketing. He has earned his Master’s degree in Information Networking from Carnegie Mellon University in Pittsburgh, U.S.A. Follow Techmagnate and Sarvesh Bagla on Google Plus

Michael Bowen

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