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How to Avoid Link Schemes in SEO – ReadWrite

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How to Avoid Link Schemes in SEO - ReadWrite


Search engine optimization (SEO) has a long history, and it remains one of the most popular digital marketing strategies in the world because of its accessibility and potential return on investment (ROI). While it’s easy to learn the basics and get started with a rudimentary strategy, some of the finer points of SEO are hard to master.

How to Avoid Link Schemes in SEO

For example, in SEO, there’s a fine line between optimization and manipulation. If you cross that line, you could end up with a penalty on your website that causes you to lose momentum and plunge in rankings – or be entirely blacklisted from the SERPs.

Fortunately, the most severe penalties are reserved for only the most grievous offenses, such as participating in link schemes. But how can you spot a link scheme from a distance? And what’s the right way to build links anyway?

What is an SEO Link Scheme?

A “link scheme” is defined as any deliberate attempt to manipulate your rankings with inbound links.

In case you aren’t familiar, Google preferentially ranks websites based on their level of trustworthiness – or, as some call it, “authority.” The more trustworthy your site seems to be, the higher it’s going to rank. And Google’s primary way of determining trustworthiness is evaluating the quality and quantity of links pointing to your website. In other words, if you earn more links, you’ll end up ranking higher.

The Black Hat Scheme’s

Unfortunately, “black hat” (i.e., unethical) practitioners of SEO have used this as an excuse to spam links in any way they can. If you’re caught placing links for the exclusive purpose of boosting your rankings, it’s considered a “scheme” and will likely be penalized. Common link schemes include link circles (or “link wheels”) and utilizing low-quality web directories.

Does that mean you should never practice link-building?

The short answer is no. Google explicitly prohibits buying, selling, or manipulating links purely for ranking purposes. But having reliable links with great information is the main motivation to guarantee the best possible experience for web users.

In other words, as long as your links provide some kind of value to users, and appear naturally — they won’t be considered to be a scheme.

How to Spot a Link Scheme in SEO

Despite the risk of penalty, link schemes remain common. Inexperienced and malicious SEO optimizers often create products and services designed to take advantage of people who aren’t familiar with these guidelines.

Hallmarks of SEO Link Schemes that can help you identify the link scheme.

For example:

  • Simple transactions. If you’re shopping for a link-building provider and you see ridiculously simple services, consider it a warning sign. A responsible SEO company will work with you to get to know your brand and create the best possible offsite content for link-building purposes. If you’re promised basic links for a flat rate with no mention of content or the complexity of modern link-building, you have a right to be suspicious.
  • Bold promises. You should also be wary of practitioners who make any kind of bold promises. For example, you might find a company willing to help you “reach rank one in 14 days” or build “50 links in a single month.” SEO is a complex and multifaceted strategy – and one that typically takes months, or even years to fully develop. It’s somewhat unpredictable, even for the most experienced experts, so responsible companies never make such grandiose claims.
  • Cheap costs. You get what you pay for in SEO – at least, for the most part. It’s definitely possible to be overcharged for basic services and it’s possible to find a good deal on SEO services as well. But if you find suspiciously low rates, it should raise a red flag. Building a link properly, with well-researched, thoughtful content, takes time and expertise – it’s not something that can be done well for $10.
  • Ambiguous processes. Spend some time talking to the link builder in question. Ask them how they plan on building links and what their process is for helping clients raise in rankings? If they don’t provide you with clear answers, or if there’s a lot of ambiguity in what they’re saying, it’s a bad sign. Push for specific answers and think critically about what you hear.
  • English as a second language. There are amazing SEO practitioners all around the world, and the language you speak has no bearing on your expertise in the field. However, if you’re going to put together a solid SEO strategy, you need a team of writers and experts who can craft excellent content. If the company’s website is full of grammatical errors and other mistakes, consider it a warning sign.
  • Automation. Good links have to be placed meaningfully in well-spoken, articulate, publisher-optimized content. It’s not something you can accomplish with an automated algorithm. If your SEO company of choice is making a pitch for something large-scale and automated, you should be distrustful. For now, at least, this is something that’s only possible with the help of human strategic planning and linguistic nuance.
  • Reciprocity or exchanges. One of the most common hallmarks of a link scheme is some level of reciprocity. For example, an external source may build a link to your site if you build one to theirs, or you might work with a sizable directory that sells links directly. If you’re not earning your links with quality content and audience-focused goals, you’re doing something wrong.
  • Poor sources. Where is your link-building company planning on building links? If you can’t get a straight answer, run away. If their sources are all low-quality publishers, forums, and other untrustworthy institutions, you’re not going to benefit much, even if this isn’t technically a “scheme.”
  • Limited SEO knowledge. Before signing a contract with an agency, spend some time talking to the people who are going to work on your campaign. Have a conversation about your SEO goals and what you’re hoping to get out of this arrangement. Ask lots of questions and get a feel for their industry knowledge; if they don’t seem to know what they’re talking about, or if even the basic SEO fundamentals are obscure to them, you should look elsewhere for SEO services.
  • Poor reviews. It’s a good idea to look at past reviews and testimonials to see what other customers have had to say about this company. Do people generally see good results from this link-building service? Or do people typically end up disappointed? Be wary of fake reviews as well.
  • A bad reputation. Finally, spend some time lurking in SEO forums and talking to other people who are intimately familiar with Google and the SEO industry. Does this practitioner have a good reputation? A bad reputation? Or are they totally unheard of? Don’t be afraid to seek a second opinion if you’re on the fence.

If you notice more than one of these signs, stay away.

How to Build SEO Links — Responsibly

The list of warning signs for link schemes is intimidatingly long, but the process of building “good” links isn’t that complex. In fact, you can evade most link-related penalties by following three simple rules:

  1. Use authoritative sources. The stronger and more trustworthy the source, the better the link will be. It might be harder to get featured, but that’s the cost of entry.
  2. Remain relevant. Every link you build needs to be relevant to the content surrounding it and the publisher you choose. No spamming!
  3. Provide value to users. Finally, your link (and the content housing it) needs to provide value to users. That could mean providing detailed information, a different perspective, or further reading on a topic important to your readership.

SEO is a complex subject and link building is a complex strategy. But don’t let that intimidate you. With even a bit of experience, identifying link schemes is simple – and you can build links of your own with a straightforward process.

Image Credit: alvin; pexels; thank you!

Timothy Carter

Chief Revenue Officer

Timothy Carter is the Chief Revenue Officer of the Seattle digital marketing agency SEO.co, DEV.co & PPC.co. He has spent more than 20 years in the world of SEO and digital marketing leading, building and scaling sales operations, helping companies increase revenue efficiency and drive growth from websites and sales teams. When he’s not working, Tim enjoys playing a few rounds of disc golf, running, and spending time with his wife and family on the beach — preferably in Hawaii with a cup of Kona coffee. Follow him on Twitter @TimothyCarter

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Fintech Kennek raises $12.5M seed round to digitize lending

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Google eyed for $2 billion Anthropic deal after major Amazon play


London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 tech.eu report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from Kennek.io; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Fortune 500’s race for generative AI breakthroughs

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Deanna Ritchie


As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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UK seizes web3 opportunity simplifying crypto regulations

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Deanna Ritchie


As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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