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Home / Google / A Letter to Google: Please Stop Hurting Small Businesses SEO by Improving Transparency

A Letter to Google: Please Stop Hurting Small Businesses SEO by Improving Transparency

August 8, 2013 By John E Lincoln

This is an open letter to Google on behalf of many websites out there who have suffered needlessly. I ask that you share this as much as possible to get the message to Google.

Recently, I have been helping many webmasters clean up penalties, deal with malware or disavow poor links to their website. Generally, when these people come to us they have no idea why their traffic has declined. Let me describe a few scenarios.

Situation 1: Source Code Cloaked

In this situation, before coming to us, a client installed a new WordPress blog theme. The theme relied heavily on Javascript. When viewing the source code without disabling Javascript it looked normal. However, if you disabled Javascript it rendered different code, which was riddled with links for e-cigarette websites.

This person has no idea how to check for this type of thing. They also never received a warning that this was an issue in Webmaster Tools. But while they were never notified, their traffic continued to drop from Google until it was almost non-existent. If this person had been notified earlier, then this small business would not have been pushed to the brink of going out of business.

Situation 2: Old Website with a Link Exchange Directory and Bad Links

In this situation, the client had been doing business online for almost 10 years. In the old days, you would link to your friends and they would link to you. Also, over the years they had hired various SEO companies to help them. The business owners really had no idea what the SEO companies actually did, they just looked at results.

This business was sent a notification in Webmaster Tools. But they had no idea how to approach dealing with the bad links. If they could have been given simple examples, they would have gladly worked to resolve the issue. Traffic kept dropping so they worked for many hours to do many disavows and reinclusions, until the point they blocked almost every link in Webmaster Tools. But Google still would not provide examples or give any information on what was wrong. They also would not lift the manual penalty and gave no clear reason why.

I know Google says they are working on this, but in my opinion, they should have had this process in place beforehand. They have greatly hurt businesses by not thinking this through.

If a little direction would have been provided here, this little family business would not be on the brink of having to lay people off.

Situation 3: A Competitor Responsible for a Penalty

In this situation, an owner of a small business lost an employee who went to start their own business. The owner of that new business was spiteful. Over the next year, hundreds of poor links were built to the old company’s website (you can see this when looking at third party tools). These were not built by the original business owner. The original business owner received a penalty notification in webmaster tools, but had no idea how to deal with it and lost a great deal of visitors to a good website online.

Summary

Google, please think about how you are affecting these little businesses online. Right now, I believe the current system is doing more harm than good. Please bring more transparency and clarity to messages in Webmaster Tools. Also, please consider simply discounting bad links. You say that you are moving away from external linking as a ranking factor anyway, so why punish people for it?

What do you think about this discussion? Comment below!

About John E Lincoln

John Lincoln (MBA) is CEO of Ignite Visibility (a 2017, 2018, 2019 and 2020 Inc. 5000 company) a highly sought-after digital marketing strategist, industry speaker and author of two books, "The Forecaster Method" and "Digital Influencer." Over the course of his career, Lincoln has worked with over 1,000 online businesses ranging from small startups to amazing clients such as Office Depot, Tony Robbins, Morgan Stanley, Fox, USA Today, COX and The Knot World Wide. John Lincoln is the editor of the Ignite Visibility blog. While he is a contributor, he does not write all of the articles and in many cases he is supported to ensure timely content.

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About The Editor

John E Lincoln, CEO

John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and a 6x Inc. 5,000 company. Lincoln is consistently named one of the top marketing experts in the industry. He has been recipient of the Search Engine Land "Search Marketer of the Year" award, named the #1 SEO consultant in the USA by Clutch.co, most admired CEO and 40 under 40. Lincoln has written two books (The Forecaster Method and Digital Influencer) and made two movies (SEO: The Movie and Social Media Marketing: The Movie) on digital marketing. He is a digital marketing strategy adviser to some of the biggest names in business. John Lincoln is the editor of the Ignite Visibility blog. While he is a major contributor, he does not write all of the articles.

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