活在过去的站长（Webmasters Living in the Past）
很多的站长（或为您的企业争夺业务的SEO公司）可能会不同意我对现代SEO的看法。这很好。越多人不知道现代SEO的精髓，我和我的客户就会有越少的竞争者。
我相信你可以找到人说，这全是垃圾，他们能按你的要求通过大量的关键词锚文本反链达到网页的排名（当然视竞争的严重性而定）。
他们将这样描述这个过程：
1。关键字研究，以找到高需求，低竞争的短语。
2。创建一个页面，优化该关键字短语。
3。大量使用该关键字短语作为锚文本的反向连接。
4。看你的页面上升的结果页面。
如果不你不关心你的业务，就让他们尝试。你可能会得到短期收益，但你将承受这样的风险：当谷歌惩罚你的时候你将失去所有的排名（抓住你，他们就会终结你~）。
不需要人工审核也能惩罚你让你要失去所有的排名。不，自从谷歌创造了熊猫和企鹅算法，可以很容易的自动让你的网站受到惩罚。超过容忍线，算法就会确定执行惩罚。
算法处罚的好处是通过消除违规的SEO和清理您的网站可以很容易恢复。但是，如果该违规SEO包括低质量的反向链接到您的网站（尤其是主页），事情就有点棘手。
请记住，你的聘请的SEO团队用他们的秘密软件发布了成千上万的你网站的反向链接，你怎么能得到那些反链并去掉？多数情况下你不能，换域名可能是唯一的选择。
在这本书的其余部分，我想专注于帮助您的网页得到更好排名。我将专注于纯粹的白帽子策略，因为黑色的帽子不是一个长期的战略。请记住，谷歌的开关轻轻一按可以再次改变目标，让你无计可施。为了业务短期收益你值得冒险吗？
A lot of webmasters (or SEO companies vying for your business) may disagree with my take on modern-day SEO and that’s fine. The more people who just don’t get it, the less competition for me and my clients.
I am sure you can find people that will say this is all rubbish and that they can get your page ranked for your terms (depending on the severity of competition of course) by heavily backlinking the page using keyword rich anchor text.
The process they’ll describe is something like this:
1. Keyword research to find high demand, low competition phrases.
2. Create a page that is optimized for that keyword phrase.
3. Get lots of backlinks using that keyword phrase as anchor text.
4. Watch your page rise up the results pages.
If you don’t care about your business, let them try. You might get short term gains, but you’ll run the risk of losing all your rankings further down the line when Google catch up with you (and catch up, they will… eventually).
To lose all of your rankings does not necessarily take a human review, though that can get your site penalized as well. No, getting your site penalized is far easier and the process Google has created is far more “automated” since the introduction of Panda and Penguin. Go over the threshold levels of what is acceptable, and the penalty is algorithmically determined and applied.
The good news is that algorithmic penalties can just as easily be lifted by removing the offending SEO and cleaning up your site. However, if that offending SEO includes low quality backlinks to your site (especially to the homepage), things are a little trickier.
Remember that SEO you hired that threw tens of thousands of backlinks at your site using his secret software? How can you get those backlinks removed? In many cases you can’t and moving the site to a new domain may be your only option.
In the rest of this book, I want to focus on what you need to do to help your pages rank better. I’ll be focusing on purely white-hat strategies because black hat is just not a long-term strategy. Remember that with a flick of a switch Google can change the goal posts again, leaving you out in the cold. Is it worth risking your business for short-term gains?
