On Christmas day, Google penalised a large US-based lyrics website and removed its presence from the SERPs. John Marbach, the guy that exposed Rap Genius wrote an article on his blog entitled “RapGenius Growth Hack Exposed” detailing how Rap Genius had improved its search rankings by enticing bloggers to add linkbacks to Rap Genius’ website that contained heavily targeted anchor text — in exchange for a Tweet to said page. (A link for a Tweet)
This is what the search results look like when you search for “Rap Genius” at the moment:
As you can see RapGenius.com can’t be seen other than on other websites mentioning the now penalised website.
This is the sort of link building that RapGenius.com has been doing:
That’s just asking for trouble. That’s 16 links to the same site with targeted keyword anchor text to specific pages on the RapGenius.com website.
The reason they got caught? They weren’t careful enough. This sort of link building activity likely sent alarm bells ringing, and the fact that they were publicly exposed and publicly reaching out to bloggers like this on Facebook was just another nail in the coffin or even the final nail in the coffin.
What’s the course of action?
Rap Genius can definitely bounce back from this, as we’ve seen this sort of penalty with brands like Interflora and BMW. They need to contact all of the sites that they’ve reached out to delete the linkbacks to RapGenius.com or either disavow them. Now Rap Genius’ entire backlink profile will be under scrutiny. It will be interesting to see how this plays out and whether they recover from this. I don’t see why they shouldn’t recover from this if they act quickly.
Another point is the fact they’ve likely gained a lot of attraction, as major sites like TechCrunch are now linking to RapGenius.com, which should count for them when they get back on their feet. It’s really quite interesting how a negative can also be a positive. Obviously the negativity of this is at a much higher percentage, but sometimes you just have to look at the positives — even if minimal.
Matt Cutt’s “When penguins attack” post on Twitter
When penguins attack! Merry Christmas! pic.twitter.com/iEs9yKBVXC
— Matt Cutts (@mattcutts) December 25, 2013
What’s your take on this?