Anti-Penguin Link Building Plan

The Penguin update or Google’s webspam algorithm update, which was launched last April 24, did create massive impact to many online marketers and webmasters’ mindsets on how they should be performing search engine optimization from now on. It’s indeed another game changer, knowing that the update collected several negative reactions from webmasters around the world.

The Penguin update was aimed towards spam tactics, and was said to have affected at least 3.1% of English search queries on its first roll out. It’s expected to grow more as Google will certainly be implementing more changes around this algorithmic update, which is quite similar to the Panda update that lasted for over a year for its enhancements.

So how will you know if you’ve been hit by this update? There are a few things that you can do to see if this update has burned your site:

  • If you’ve experienced sudden loss or meltdown in search traffic (especially if there’s a dramatically decrease in your top keywords’ rankings) on and after April 24, 2012.
  • If your site is not ranking for its brand name on Google’s search results.

If you haven’t been affected by it, or if you’ve seen some increase in search-related traffic, then it might just mean that your competitors were the victims of this update, which made your site rank higher than its previous search rankings.

Penalized sites or sites that have been affected by this new algorithm update are still in Google’s indices, which mean that there are still ways to get back in the game! However, this will surely take time to get your site back in top form.

Disclaimer: Everything that I’ll be stating below are just several options that I’ll personally be implementing in case I work on a site that has been hit by this recent Penguin update, wherein most are based on my own understanding of how search works, and everything listed here are theoretical and I’m not saying that they will certainly work.

From what most experts have observed, Penguin is an algorithm/ranking factor update that is more focused on link behaviors that allows them to easily identify spam and manipulative signals. Dr. Pete Meyers discussed some of these possible factors on his recent post on SEOmoz:

  • Aggressive exact-match anchor text
  • Overuse of exact-match domains
  • Low-quality article marketing and blog spam
  • Keyword stuffing in internal/outbound links

My hunch is that this update is not yet stable (for sure) and will more likely be upgraded to total devaluation of low quality/spam/unnatural links to somehow neutralize the growing fear of Negative SEO. Not allowing these links to pass any value will decrease the rankings of those who have benefitted from it in the past, and will also protect those who might get abused by unethical link attacks in the future (building crap links to competitors).

Anti-Negative SEO

Knowing that link spams will generally be the basis of this recent update from Google in determining sites that are violating their guidelines, Negative SEO will certainly be a growing challenge, as people might take advantage of this loophole to gain and outrank their competitors.

The best way to protect your site from this uncharted territory is through your already existing link profile, especially if you already have obtained great and high value links pointing to your domain, and adding more of these types of links to your site to make it more solid in the eyes of Google, given that they are more to assess your site’s percentage of good vs. bad links based on their historic index.

Eric Siu from Evergreen Search also wrote an in-depth guide on how to protect your site from Negative SEO, you might want to check it out.

Study your links’ anchor text distribution

There are many tools out there that you can use to determine how your links’ anchor texts are distributed and/or well-varied, such as Majestic SEO and Open Site Explorer.

In using Majestic SEO (paid version), you can download/export all the inbound links directing to any of your site’s pages stored in their historic index into an excel spreadsheet:

In this case, I used Affilorama’s link profile as an example, wherein out of the 2,500+ links extracted through Majestic SEO only 147 links were only found using exact match anchor texts (for the keyword “affiliate marketing”) – which is around 6%. This means that the site is pretty much safe, given that the target keyword wasn’t overused as an anchor text for its incoming links.

There’s also a simpler way to do this analysis, by using Open Site Explorer (on the anchor text analysis feature of the tool):

If you are sensing that you might get in trouble with the amount of the exact-match anchor texts that your site’s main pages have, you can then start adjusting your link acquisition campaign to target other keyword variations, such as focusing more on branded anchor texts or other industry head terms.

Identify the link types that your site has

Download your site’s link profile from Open Site Explorer in CSV format and run it on Link Detective. This browser-based tool will show you an approximate division of the type of links your site has acquired in the past.

The sample given above is from a site that has been hit by the first roll out of Penguin (and is not from the first sample I’ve given). As you can see, this site has used several manipulative tactics (blog networks, massive directory submissions, etc…) for their past link building campaigns.

With this data, you are given with a clearer view of the types of links that you have to beat in terms of percentage and of what methods to use to cover these links that could be pulling your site away from the SERPs.

Study your links’ attributions

Use to analyze the attribution of the links pointing to your site (the tool has a free version that allows you to access almost all the important details you’ll need from your site’s link profile).

The tool will allow you to see the numbers of text-based, image, framed, nofollow, as well as redirected links to your site. Assessing this will enhance your link development’s precautionary measures, such as:

  • Balancing or increasing your site’s amount of incoming nofollow links
  • Decreasing the amount of redirecting links to your site (as some might be fetched by search engines as a manipulative scheme to pass through PageRank to the site).

The pro version of the account provides more access to your site’s link data, wherein you can also download it in CSV format and easily track the redirecting links to your site.

Put Balance in Everything

Once you know what your site’s link profile looks like, it’s then time to put balance in everything that you have already built and you’ll try to be building next.

It’s best to start with the things that you have control of or can be controlled, like the links from sites that you have personally contacted to acquire a link from to remove or modify your links (link networks, sitewide links, sponsored posts, etc…) and let go of those that you have no control of, because it might just waste your time and resources (approved blog comment spams, link from a scraped content, etc…).

Tip: don’t modify the links hosted by authority domains/sites that have exact-match anchor texts and have good link placements.

Modify existing links that could be harming your site

To efficiently balance your link profile, particularly to those who have overused their main targeted keyword(s) as anchor texts, you can always start by modifying your old links. Here are some ideas on what to do with your links:

  • Vary your old links’ anchor texts using partial match anchor texts and/or branded anchor texts.
  • Change obvious paid and manipulative links to nofollow.
  • Modify and balance your internal links’ anchor texts, especially internal links that are pointing to pages that have been heavily hit by Penguin. You can use Open Site Explorer to track your internal links’ anchor texts.

Find sitewide links that could be affecting your site’s rankings

Find sitewide links to your site that might look suspicious to Google and get them out of your way by requesting for removal (in case the linking site is topically irrelevant to yours) or modifying its anchor texts (branding) or changing their link attributes to nofollow.

Sitewide links that aren’t bringing you referral traffic might not be worth of having them, preferably links placed on low-traffic and low-quality sites. There are many tools that you can use in finding sitewide links that can be trouble like Google’s Webmaster Tools or Majestic SEO.

Majestic SEO recently published a post on how to use their tool in investigating unnatural links, and finding bad sitewides is one of them.  The great thing about their site explorer feature is that it allows users to find the most linking domains to their site, along with the each linking domain’s Alexa rankings.

Basically, you can easily track poor quality/traffic sites that may have sitewide (footer, blogroll or sidebar) links to your site based on the Alexa Rank (as Google might just have flagged these sites linking to you as spam or unnatural).

You can also find these sites through Google Webmaster Tools, by checking the domains that have many links to your site.

Make a list of those you think would be more-likely be flagged by Google as spam/manipulative/unnatural, and see if these sites have brought traffic to your site in the past months through your Google Analytics account. If they haven’t, then you might want to start removing those links.

Continuously Acquire Good Links

Getting hit by Penguin doesn’t mean that it’s the end of the game, that’s why building more quality links is more important than ever these days. It’s the best way to get back to the game! Here are few more reasons why acquiring solid links is your best way out to this drastic update:

  • It will cover the bad links your site has previously built, and eventually develop more trust signals to your site.
  • Build a stronger brand presence for your site, which obviously what Google is seeking nowadays.
  • It can protect your site from Negative SEO (in case someone will try to pull you down from the search results in the future).
  • Good links can get you referred traffic, so while you’re striving to get back your loss rankings, you’re still generating traffic to your site.

Mindset is imperative in this shift of the game. Always think of getting links that will not just help you get better search rankings, but links that will also help you build a better brand for your business, and links that will get clicked from relevant and high traffic sources.

Some of the link building methods that you might want to focus on these days:

  • Editorial link building or content based link building
  • Authentic community contributions (on highly relevant forums, blogs, social networks and Q&A sites).
  • Content distribution (guest blogging, news creation, infographics, etc…) that will help you build more social signals for your brand.
  • Getting link opportunities from authority sites that are linking to your competitors.

You can also check out my post on scalable link building for more link building tips and strategies this year.

Build more solid support content

Create and publish more explosive content in your site that will generate social signals, and then internally link them to the pages that are designated with your keywords affected by the Penguin update.

Explore more of content marketing, because it can certainly bring more positive results to your site from both SEO and lead generation perspectives. You can also read one of my old posts on how to get more social shares to your site’s content.

Final Tip

If you’re worrying that you might not get better search rankings for your target keywords (exact match) if you’ll focus on getting more partial anchor text links – do not. Let the page’s content deal with the keyword targeting. Make the content speak for itself and be genuinely more relevant to the search query it’s targeting for it to achieve better search rankings.

If you liked this post, you can subscribe to my feed, follow me on Twitter @jasonacidre and on Google+.

Image Credit: JigglySama

Jason Acidre

Jason Acidre is the Co-Founder and CEO of Xight Interactive - a digital marketing agency based in the Philippines. He's also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre.

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79 replies
  1. Cory Howell
    Cory Howell says:

    Fantastic write-up Jason, including real actionable steps that site owners can take to be pro-active in their efforts to stay in Google’s good graces.

    Links from relevant sites, within relevant pages are more critical than ever.

  2. Shez
    Shez says:

    Penguin updates badly screwed my project. Due to stuffing and bad link building. I am sorting them out. Finger crossed for the best. Btw nice article as expected.

  3. Jason Nelson
    Jason Nelson says:

    Some good takeaways here Jason. Nice work. I’m lacking clarity on what is an abnormal # of no-follow links. What percentage of links do you think would be of out of balance with no-follow? Thanks.

    • Kaiserthesage
      Kaiserthesage says:

      I think having a total of 6,000 links and having only 100 nofollow links out of those numbers will definitely look unnatural. In my opinion, I think 30% (or more) will be normal for sites that have thousands of indexed links.

        • Kaiserthesage
          Kaiserthesage says:

          Most brands, especially authority sites, are known to get more dofollow links, and of course, those who are competing with them are more likely to follow their footprints, which sometimes lead them to building more dofollow links as well.

          Didn’t really put that much effort in building links to my blog, and got 30% nofollow links to it – and it’s not that authoritative as a brand – but I think it’s doing well in SERPs.

          • Cory Howell
            Cory Howell says:

            That’s actually really impressive to be honest… you’ve got some major brand sites beat!

            I’m just starting a new site for my personal brand and the nofollow ratio is going to be pretty high for awhile until I get more natural exposure.

  4. Aasma
    Aasma says:

    Hi Jason,

    Really informative post, the final conclusion of this post is to focus on creating high quality backlinks for your sites either they’re do-follow or no-follow. Plus focus on getting links from various sources like forums, blogs, Press Releases, Q&A sites and so on.

  5. Pavel
    Pavel says:

    Very informative post Jason! Once you do realize that too many of your links have the same anchor text, how do you go about correcting that? Because it isn’t always possible to change the anchor text once the link is posted and making it nofollow isn’t possible either. What do you do when you have no control over those elements? Will acquiring new links with varied anchor text help limit the damage the previous links have done?

  6. Jim Jenks
    Jim Jenks says:

    This is really in-depth thanks. I read about 75% going back and forth through your post but I’ve bookmarked it and I will be returning to read more on this. I know a lot of people are affected by these updates and algo changes but I can see how these things are only going to make the Internet better and more relevant.

  7. Andrea
    Andrea says:

    Great post, very informative and detailed. It’s my first time here but I’ll surely subscribe.

    I’ve been hit by Penguin too but I don’t really know why, my site is too small to have a lot of links or they come from not-so-Google-friendly sites. Whatevet the case I think it’s not correct to punish sites now for behaviors allowed in the past or because you get sitewide links from another website. I guess this has nothing to do with the relevancy and quality of search results which should be the main aim of Google. Not forcing people to use AdWords, Google+ or the soon to arrive Google comment system.

    I “predict” a future nuking of Dropbox, Sugarsync, Livefyre and CommentLuv. We’ll see if I’m right. 🙂

  8. Becca
    Becca says:

    The intent of Google’s update was just to minimize sites that has too much optimization. But unfortunately many genuine and sites with quality content are being hit by it which is a matter of concern.

  9. Chandan@Earn Money Online
    Chandan@Earn Money Online says:

    As long as finding link sources is concerned which Google likes, spying on competitor (Already ranking for target keywords) backlink profiles,trying to get them and executing as Jason explains would be of help.

  10. Richard
    Richard says:

    Awesome tips. Link detective is a new tool I haven’t used before. Thanks for turning me on to it so I can really visualize the types of backlinks that I have on my site.

  11. Mike T
    Mike T says:

    This is a really nice guide for post-penguin. If you’re building links, diversify your anchor text, and getting links from authority sites/domains is more important now than ever.

  12. lesterd
    lesterd says:

    Great article, So much information I think my head is going to explode. I seen a comment earlier talking about comment luv getting hit. Do you think that is a possibility and if so should it be removed from blogs?

  13. rakesh kumar
    rakesh kumar says:

    Thanks a lot for this insightful article on Google Penguin. One think which i would like to know through out your article you have mentioned some tools and most of them are paid, Do you know any such free tools which can help us in this case. ~rakesh kumar

  14. Alex
    Alex says:

    Very interesting though provoking post. Google is determined to clean up the web in some respects and try to make it a better place. The trouble is I do not remember Google ever been asked to police the internet.
    Recently I was working on a website for a customer who had been hit with Penguin. When I investigated it was due to back links as you pointed out in your post. The problem was that other blogs had built back links to the sites information and this dragged their website down.
    How are we going to protect our blogs and websites from this type of low quality back linking without our knowledge? Another interesting point is if you now wanted you could go out and secure low quality back links to your competitors sites and by doing so cause them to rank lower in the serps.

    • Sire
      Sire says:

      Hey Alex, a very good point. The problem is that you’ve now alerted any lowlifes who were too dumb to think of it themselves of a means of downgrading their competitors 😉

  15. Ella Turgeon
    Ella Turgeon says:

    Hi Jason! This is the first time that I’m hearing about the Penguin plan and I’m so relieved to have read this article! You laid out all the facts about Google’s efforts and Alex brought up a great point: Who ever asked Google to police the internet? That’s an interesting thought for sure.

  16. John
    John says:

    The penguin update is definitely something that every SEO has to take seriously. You gave some great tips here I’ll be using for my site myself to avoid getting hit by this recent update. I think the most important thing you’ve mentioned here to avoid being hit by this update is to put balance in everything, especially your link profile. I think getting more links from authority sites related to your niche is more important than every. Thanks for sharing your thoughts on this Jason.

  17. sanjay
    sanjay says:

    Cool post, I actually go and do what you said in the article. Saw a lot of lost backlinks, too bad. Thanks for the steps though 🙂

  18. Dimitry @ Business Internet Marketing Canada
    Dimitry @ Business Internet Marketing Canada says:

    I think it’s doesn’t matter the percentage of nofollow vs dofollow links. The more important factor is the balance of external links. You have to cover all possible niches from directories to article management. This is sound natural but if you have 90% of links from do… or nofollow blogs this is looks bad. Any suggestions?

  19. Joel Bangahon
    Joel Bangahon says:

    Some of my niche sites have dropped their traffic for about 50% and with this informative post, I will focused on quality link building so that in the next update those blogs will recover from the penalty brought about by penguin.

  20. Heart Blog Mind
    Heart Blog Mind says:

    hello there! Sir Kaiser the sage, Thank you for sharing great post! I read your link building strategies and now I’m following it! it’s really effective! Again thank you sir! If you have time feel free to visit my blog entitled “Heart Blog Mind”. Again THANK YOU SIR!

  21. Tudor Davies
    Tudor Davies says:

    Branded links need to be used almost exclusively since Penguin, as well as banner links and even placing an author name as the anchor text. If you think about it keyword heavy links are a clear indicator of optimization as no one would naturally link with a keyword, but they would link with the brand or the domain.

  22. Anabelle
    Anabelle says:

    I’ve been doing link building for clients since I started doing SEO but I don’t know about this things before. I don’t make the effort to do the analysis. After reading this I know now my mistakes and the extent of my foolishness!

  23. Sean@SEO Philippines
    Sean@SEO Philippines says:

    Very interesting article about the Penguin Jason. I think the over optimization update is really more of ‘Future-proofing’ your SEO from this point on. Google is looking more towards the future of the web and how they can also control the application of SEO in their SERPs. Tell me, do you think Penguin is a plus or a minus for us SEO specialists?

  24. Jordan J. Caron
    Jordan J. Caron says:


    Thanks as always for your update on yet another Google update. You’ve gone into great detail on how we can monitor our own sites as well as our clients.

    It seems that no matter what you do, gaining links through guest blogging is going to have the most impact.



  25. Anton
    Anton says:

    I’ve been updated at Penguin and how it affects most webmasters, thanks for the very useful tips. I guess Google will pursue updates in penalizing negative SEO practitioners but keep us posted with your studies on how to survive, thanks a lot Jason!

  26. Tom @ internet marketing tips blog
    Tom @ internet marketing tips blog says:

    Excellent article! The Penguin update caused traffic loss to a lot of people, including me.Now I have skipped link building altogether for a while and concentrate on writing excellent content and building up my social profiles.I have a few small blogs with no links at all, and they rank better after the Penguin update.Any ideas why?

  27. Steve
    Steve says:

    This is truly one of the best all around assessments of the penguin update I’ve seen. Google is really changing the game, and I have been much more deliberate in ensuring link diversity, balance, and natural growth… I worry about the negative SEO opportunities that might arise. It will just make it all the more difficult to determine if drops in rankings is due to my poor SEO, or someone else’s negative SEO attack.

  28. Rajnish
    Rajnish says:

    Form the method you listed in subtopic “Identify the link types that your site has” I can get that what type of link I am getting, but can you please tell me what will be the ideal percentage for those or It should be equal ?

  29. Joe @ Resume Companion
    Joe @ Resume Companion says:

    When replacing dofollow anchor links that previously used a primary keyword into a company brand dofollow link, what do you think is an acceptable percentage of dofollow links with a company brand name?

    Do you see a time when most dofollow links will be primarily brand/name related for authority?

    Thank you,

  30. Richard
    Richard says:

    Kaiser, you hit the nail on the head with your anchor text information. The same anchor on all inbound links is a dead give-away. Fortunately, using the SEO System, we randomize all inbound anchor text and create inbound links from diverse sites. I am going to recommend this article to many folks because you provide great ideas on how to analyze your current inbound link profile!


  31. Miller
    Miller says:

    Wow the Ahrefs Site Explorer is really useful. Thanks for the detailed steps on studying link attribution. I would say what Google wants in this update is quality and natural links, which will be the key to rank high from now onwards.

  32. Juphet Mislang@SEO Blogging Tips
    Juphet Mislang@SEO Blogging Tips says:

    when this penguin update was released I was really scared and have been thinking if I’ve done over SEO. Nice points Jason, fresh and informative content really matters now. The battle is on who provides more useful content! Been working lately on HQ contents, I hope these works. Thanks for sharing btw.

  33. Chloe
    Chloe says:

    Hi Kaiserthesage, thanks for a brilliant blog post it’s been really helpful. Just one question- I have uploaded my website’s open site explorer report into Link Detective but I am worried about the validity of the website- is it safe to use? Thanks 🙂

  34. Chris Barker
    Chris Barker says:

    Hi Kaiserthesage!

    Link building is really the main source wherein you can keep your readers’ mind want to have more and more from your blog. This is really an informative post!

  35. Mike
    Mike says:

    You have given good information about how to make links post Penguin update. I think Authentic community contributions and Content distribution are the best way to build links. When we follow this method of link building, we add value. Keep up the good work.

  36. Anton Koekemoer
    Anton Koekemoer says:

    Finding Troublesome links in Google Webmaster tools gas become an important aspect after the new Penguin Update. In my opinion, one needs to look as natural to Google as possible when doing ANY type of link building – Internal or external. And you can forget Cloaking as to Google will find you and either penalize or De-index your whole site.

  37. Ben
    Ben says:

    I think I got hit by the anchor text 🙁 It sucks, but I agree, things will change a lot soon, and there ARE still ways to the top.

  38. Jack Sander
    Jack Sander says:

    This issue is pretty delicate for all webmasters all over the world. The new Google Penguine update has hit us all pretty hard, therefore we should take action and improve the quality of our backlinks. From what I’ve seen in my case, guest posting works pretty well, especially if we speak of authority sites.

  39. Suneeta Singh
    Suneeta Singh says:

    Excellent post Jason. Definitely thought-provoking!

    Some very interesting points, Jason. It’s sometimes really easy to forget that algorithmic updates are all based on human feedback – either from Google’s search quality team or from user data. Even before penguin update link spamming was well known but search engine optimizers were doing link building shamelessly. Now they have to think how and what they should do to increase there popularity in internet world.

    It is My first Visit to your Blog and I simply love the way you present statistics. Thanks for the insights!

  40. John Selses
    John Selses says:

    Have you attempted to use the antipenguin(dot)com ?

    I have heard great things about it, and supposedly it doesn’t build backlinks but instead builds a social media atmosphere around your website. Is this even possible? And could it work? You seem to know plenty about this stuff, and I would love to get your opinion on it.

  41. Iesha@new article
    Iesha@new article says:

    I have to admit I’m delighted with the amount of detail you have provided. It’s
    not Pulitzer prize stuff, however I bet there are individuals who will certainly shell out
    for articles like this. Have you considered becoming a freelancer blogger?

  42. SingProp
    SingProp says:

    Hi Jason, many thanks for the article. I am relatively new to SEO and have been looking for information like this. Appreciate it.

  43. Panagiotis Kontogiannis
    Panagiotis Kontogiannis says:

    Penguin update job is more complicated than panda but some sites who sell links like SAPE don’t close, so I believe that is very difficult to cut the umbilical cord between those who want to buy and those who want to sell link.

  44. Hughey
    Hughey says:

    Excellent article that really helped me. Have you any info ref the latest “hummingbird” update? Some of my sites have dropped about 10/15 places and I’m pretty sure it’s due to this update but can’t yet find out why specifically

  45. James Halls
    James Halls says:

    Negative SEO is true and isn’t going anywhere I don’t think. My website was taken out by a competitor successfully for negative SEO! It wasn’t until I did some serious investigating that I figured out what was happening. Low and behold it was clear negative SEO. We weren’t sure until we dove deeper and even now don’t know who exactly was behind it.

    I run a business and have several online stores, I outsource SEO as well and there’s no way for me to spend my time to properly investigate my links and then deal with the link removal efforts.

    The one thing I have been able to do though is hire a company to manage the process for me and I am finally back on track. Good lord what a process this has been. An endevour I wish no one else to have to go through.

    I have spent thousands on cleaning up my backlinks because of some punk that used some cheap method to demote my website. Is this serious? I would so so. It isn’t fair that webmasters like have to spend so much money on undoing malicious activity. Can Google stop these people and stop negative seo?

    I would recommend for link removal. I did use a few other tools to check my links but was very overwhelmed. and are my go to backlink checkers. They showed tens of thousands of more links than Webmaster Tools does.

    Be ready for a long uphill battle for those hit with negative seo. We have been at it for months and are only now starting to recover. Hopefully this helps someone going through the same process.

  46. Sara Morgan
    Sara Morgan says:

    You seem to an expert at this stuff. Can you tell me what happens if I use the same article submitted to many articles directory?


Trackbacks & Pingbacks

  1. […] have been a number of excellent posts detailing post-Penguin link strategies such as this one from Kaiser the Sage and this stellar post from Microsite Masters. You want to keep your link […]

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  3. […] Anti Penguin Link Building – Jason Acidre tackles some link building strategies that work after Google Penguin update. […]

  4. […] Anti-Penguin Link Building plan Una strategia di Link Building a prova di Penguin. […]

  5. […] Anti-Penguin Link Building Plan – The best way to protect your site from this uncharted territory is through your existing link profile. Especially if you already have obtained great and high value links pointing to your domain. Adding more of these types of links to your site make it more solid in the eyes of Google (given that they add to your site’s percentage of good vs. bad links based on their historic index). […]

  6. […] Vil du undgå pingvinen? På bloggen Kaiser the Sage finder du en praktisk guide til en Anti-Penguin Linkbuilding plan. Indlægget kommer omkring alt fra at vurdere din nuværende link building profil til at fortælle dig, hvordan du skal agere for fremtiden. Læs indlægget her! […]

  7. […] por ejemplo: sinónimos, “haz clic aquí” y derivados, sin anchor text, etc. Aquí os dejo una guía de linkbuilding anti-penguin.Mejor prevenir que curar. Así que no pongas un enlace en la Wikipedia cuyo anchor sea la palabra […]

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