Fool me once shame on you, fool me twice shame on me. This quote was drilled into my head by my grandparents throughout my teens and every single time I did the same mistake more than once I would repeat the quote out loud over and over again until my jaw couldn’t take it anymore. I first started doing this in the dark before bed but then moved to the lounge with the lights on whilst staring into the mirror. The shame in the reflection of my own eyes glaring back at me and the accent of embarrassment was extremely poignant yet helpful at allowing the message to sink in. So 32red.com repeat after me:
Fool me once shame on you, fool me twice shame on me. Now repeat it 32 times so it really sinks in.
32Red, a British online casino founded in 2002 and registered on the Alternative Investment Market, a section of the London Stock Exchange, has suffered dramatically from Google’s updates in the past. In October 2013 they were slapped with a Penguin penalty and by the end of December they had lost around 60% of their organic search traffic. From 62k organic users a month to 24k in less than 3 months. That is a massive drop and most certainly hurt them in the order of many millions of pounds.
Sadly it seems like they haven’t learnt their lesson and after analysing the stats they are heading down the route of getting hurt once more by Google. And trust me you don’t want to get caught with your drawers around your ankles by them more than once. The big G packs a punch and the second blow normally ends with a knockout. Congratulations! Stubborn ignorance has led to you being dependant on life support. Beep… Beep… Beeeeeeeeeeeeep…
Before 32Red got caught last November if any person on this earth, even one who doesn’t have a clue about the Internet or SEO looked at the following graph they would be able to spot a ‘human SEO footprint’. Can you spot it?
Yes it’s right there. Links were on the downfall and then there is that huge upward spike. That spike is not normal, it is not consistent with the last year of data and certainly triggered an alarm at Google’s HQ that led to the Penalty.
Now let’s look at how 32Red’s link building is going in recent months depicted in the following graph. Are you able to spot Wally?
There he is! Another upward spike. To add salt and a little dash of lemon juice to the online casino’s wounds the anchor text (which is the text that is used to link a site to another) completely reeks of manipulation. Yet another sign of a ‘Human SEO Footprint’ being left.
In order to explain how the anchor text of a campaign should be I always prefer using a lifelike example. Out of every single person you have met in your life, family, friends, co-workers and acquaintances from your day to day life, how many would call you by your nickname? Only a select few including family and close friends would call you ‘Frank the Tank’ rather than Frank Johnson, right? Well that should apply to your anchor text. The majority should link to 32Red.com with their brand name such as ’32 Red’ or ’32Red’ or ’32Red.com’ whilst a select minority would link to their site with ‘online casino’, ‘best casino’, etc.
Therefore 32Red before you go on Google’s and Santa’s naughty list STOP what you are doing right now and start erasing the ‘Human SEO footprint’ you have left behind. There will be no coming back from a second slap by the most unforgiving search engine around today.