Client Summary
J R Rix and Sons is a multi-million pound business group that mainly focuses on fuel distribution and is a leading supplier of heating oil across the UK. Following a partial manual penalty action by Google on its site - www.rix.co.uk - the company engaged Blueclaw to undertake backlink and penalty removal to help restore the site’s organic search rankings.
Project Brief
The site was hit with a partial manual penalty by Google in June 2013, due to activity by an incumbent SEO agency that was considered by Google to be manipulative. In particular a high number of backlinks had been created that used exact match anchor text relating to high value keywords.
Following the manual spam action organic traffic collapsed for a number of key search terms.
Blueclaw was tasked with removing the penalty within a three-month period at the outset of an on-going SEO campaign, as well as the removal of any backlinks that could cause the site future problems.
Strategy Implementation
Blueclaw has considerable experience of completing link and penalty removal projects. As a result the team has developed a five-stage process:
1. Identification: Identify all links pointing to the site
2. Analysis: Analyse each link and decide whether to keep or remove it
3. Removal: Using both manual and semi-automatic link removal tactics to remove poor quality links
4. Disavow: Compile a disavow report for Google, disassociating the site from poor quality and damaging backlinks
5. Reconsideration: Ask Google to reconsider the manual spam action taken against the site.
Results
The key result from all activity was the removal of the manual spam action taken by Google against the domain.
The site is still in a recovery period and the next stage in rebuilding the site’s rankings is a sustained period of marketing to build authority to the site - focused on engaging, user-focused content.
Removed a manual penalty
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