There’s a case study on Moz on how to get your site back following a link penalty. An SEO working on a clients site describes what happened when their client got hit with a link penalty. Even though the link penalty didn't appear to be their fault, it still took months to get their rankings back.
Some sites aren't that lucky. Some sites don’t get their rankings back at all.
The penalty was due to a false-positive. A dubious site links out to a number of credible sites in order to help disguise their true link target. The client site was one of the credible sites, mistaken by Google for a bad actor. Just goes to show how easily credible sites can get hit by negative SEO, and variations thereof.
There’s a tactic in there, of course.
Take Out Your Competitors
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Simply build a dubious link site, point some rogue links at sites positioned above yours and wait for Google’s algorithm to do the rest. If you want to get a bit tricky, link out to other legitimate sites, too. Like Wikipedia. Google, even. This will likely confuse the algorithm for a sufficient length of time, giving your tactic time to work.
Those competitors who get hit, and who are smart enough to work out what’s going on, may report your link site, but, hey, there are plenty more link sites where that came from. Roll another one out, and repeat. So long as your link site can’t be connected with you - different PC, different IP address, etc - then what have you got to lose? Nothing much. What have your competitors got to lose? Rank, a lot of time, effort, and the very real risk they won’t get back into Google’s good books. And that’s assuming they work out why they lost rankings.
I’m not advocating this tactic, of course. But we all know it’s out there. It is being used. And the real-world example above shows how easy it is to do. One day, it might be used against you, or your clients.
Grossly unfair, but what can you do about it?
Defensive Traffic Strategy
Pleading to Google is not much of a strategy. Apart from anything else, it’s an acknowledgement that the power is not in your hands, but in the hands of an unregulated arbiter who likely views you as a bit of an annoyance. It’s no wonder SEO has become so neurotic.
It used to be the case that competitors could not take you out pointing unwanted links at you. No longer. So even more control has been taken away from the webmaster.
The way to manage this risk is the same way risk is managed in finance. Risk can be reduced using diversification. You could invest all your money in one company, or you could split it between multiple companies, banks, bonds and other investment classes. If you’re invested in one company, and they go belly up, you lose everything. If you invest in multiple companies and investment classes, then you’re not as affected if one company gets taken out. In other words, don’t put all your eggs in one basket.
It’s the same with web traffic.
1. Multiple Traffic Streams
If you only run one site, try to ensure your traffic is balanced. Some traffic from organic search, some from PPC, some from other sites, some from advertisements, some from offline advertising, some from email lists, some from social media, and so on. If you get taken out in organic search, it won’t kill you. Alternative traffic streams buy you time to get your rankings back.
2. Multiple Pages And Sites
A “web site” is a construct. Is it a construct applicable to a web that mostly orients around individual pages? If you think in terms of pages, as opposed to a site, then it opens up more opportunities for diversification.
Pages can, of course, be located anywhere, not just on your site. These may take the form of well written, evergreen, articles published on other popular sites. Take a look at the top sites in closely related niches and see if there are any opportunities to publish your content on them. Not only does this make your link graph look good, so long as it’s not overt, you’ll also have achieve more diversity.
Consider Barnacle SEO.
Will creatively defines the concept of barnacle SEO as follows:
Attaching oneself to a large fixed object and waiting for the customers to float by in the current.
Directly applied to local search, this means optimizing your profiles or business pages on a well-trusted, high-ranking directory and working to promote those profiles instead of — or in tandem with — your own website.“
You could also build multiple sites. Why have just one site when you can have five? Sure, there’s more overhead, and it won’t be appropriate in all cases, but again, the multiple site strategy is making a comeback due to Google escalating the risk of having only one site. This strategy also helps get your eggs into multiple baskets.
3. Prepare For the Worst
If you've got most of your traffic coming from organic search, then you’re taking a high risk approach. You should manage that risk down with diversification strategies first. Part of the strategy for dealing with negative SEO is not to make yourself so vulnerable to it in the first place.
If you do get hit, have a plan ready to go to limit the time you’re out of the game. The cynical might suggest you have a name big enough to make Google look bad if they don’t show you.
Lyrics site Rap Genius says that it is no longer penalized within Google after taking action to correct “unnatural links” that it helped create. The site was hit with a penalty for 10 days, which meant people seeking it by name couldn’t find it.
For everyone else, here’s a pretty thorough guide about how to get back in.
Have your “plead with Google” gambit ready to go at a moments notice. The lead time to get back into Google can be long, so the sooner you get onto it, the better. Of course, this is really the last course of action. It’s preferable not make yourself that vulnerable in the first place.