Overcoming a Google Penalty

Client:  Aggregator of storage facilities/units

Challenge:

The client had been struggling with loss in organic traffic for over nine months, and Google rankings were among the poorest to date.

Approach:

Lever Interactive analyzed their external links and determined they were part of a link building scheme that produced a Google penalty against their site. These bad links would need to be removed and disavowed and replaced with good ones in order to repair their reputation.

Tactics:

  • Worked to remove their site from the scheme
  • Wrote fresh content with keyword focus for the targeted pages and blog
  • Provided ongoing recommendations and worked to implement them including technical and content components

Results:

  • Over time the number of good links began to outweigh bad links. This is a result of both new links Lever secured as well as Google now recognizing old good links it overlooked due to bad links
  • With new rankings, visits and revenue increased:
    • By week 13, increase in visits by 59%
    • By week 20, increase in visits by 114%
    • Overall, revenue increased by 160%
  • Within three months, the Google penalty was lifted and rankings appeared and increased significantly
    • Increase from 6 rankings to 34 in Google
    • Increased ranking position in Yahoo and Bing

Chart showing improvement in link integrity which removed Google penalty
Weekly Organic Visits chart

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