So a little while back there was a major site, Interflora which effectively been kicked from the search engines for breaking the search engine rules and passing Page Rank via paid advertorials. That was a couple of weeks back, and they were completely removed from the results pages, now it seems that they’re back in position however. When so many are claiming foul and being wronged by the search engines, is it really just that easy to bounce back?
Google confronted the company on links that were the paid advertisements, as well as linking setups that they had labeled as toxic or suspicious. The number was so high and so evident, some sources saying it was as high as 70% of the links were toxic, that it the manual penalization team couldn’t miss it. Since the company had fallen out of grace with Google, they had a long row to hoe and a relatively short time to do it, as one of the biggest flower giving days the world over is coming up, Mothers day. Due to the circumstances of how they were handled within Google, how they went about dealing with their mistakes, and leveraging the tools available to them within Webmaster tools, their rebound begins to make more and more sense.
Ironically, one of the reasons that they were able to get back into position quickly was due to Google pouring all over their site and their links as they were clearly being naughty previously. They began that painstaking process of of cleaning out their poor backlinks and disavowing using the disavow tools in their Webmaster tools account. It’s a long, and arduous process, but by getting lots of people on the job they cleaned out their entire linking profile and stopped handing out Page Rank to various places on the web. There has been some speculation that properly recrawling every single page and link that was previously tied to the company should have taken months, and with the disavow tool still relatively new and uncertain of it’s inner workings, a couple of theories have cropped up regarding their speedy return. One is that Google manually took care of the process, which is possible seeing as they were well aware of what the company was doing. And the other contender as a possibility is that when the penalty that was leveraged against the site, was lifted even after only a small number of the links were crawled, kind of like a forgiveness nod for cleaning up a mess you created.
Where we are in the end is the company is back in the search pages, it’s linking profile, while not completely fixed, is noticeably better, and there are more questions unanswered rather than answered. It’s likely that due to their size as a business, that Google kept a very close eye on them and are being quite lenient with any remaining links that they may have. The sullen side of the web though is crying foul and chanting that the larger sites on the web get special considerations while the little guy wallows in the depths of the web. Only Google really knows what happened in the end, but regardless of why their return was so quick, it was a great litmus test of the disavow tool, manual reconsideration and search reinclusion requests.