Google Penalty Recovery

The Brief

Citybase Apartments, the world's leading provider of serviced apartments to leisure travellers, fell foul of both Google Penguin and manual penalties in early 2013 due to unnatural links; losing over 50% of organic visibility overnight.

The brand's internal marketing team successfully revoked the manual penalty; however the Penguin adjustment continued to hold back the site from ranking in the top spots on Google under core search terms.

Digitaloft were tasked with recovering the organic presence of the brand and returning an industry leader to the top of the SERPs.
Content Marketing
A detailed link audit, link removal project and disavow submission saw the Penguin penalty successfully revoked.

The Solution

We set about undertaking an extensive link audit using a multitude of tools including Google Search Console, ahrefs and Majestic to uncover the full extent of the unnatural link profile; a task which revealed in excess of 1000 links which violated Google's webmaster guidelines.

This allowed us to carry out a lengthy link removal project to remove as many of these links as possible. Alongside this; an updated disavow file was prepared and submitted to Google; disavowing where necessary at domain level.

At the same time as the penalty removal work; we worked on an ongoing content marketing campaign to earn targeted top-tier links to rebuild authority.
This campaign was shortlisted in the European Search Awards 2017, Northern Marketing Awards 2017 and UK Search Awards 2017.

The Results

The Google Penguin penalty was successfully revoked in October 2016 at the time when Google refreshed the algorithm. Organic search presence grew by 67% over the following 3 month period, however in the 12 months since the recovery from the penalty, this growth stands at 133%.

The brand once again sits in top 3 positions on for a range of targeted location-based terms.

Our ongoing content marketing campaign has seen high authority links earned from some of the world's leading top-tier publications including Daily Mail, Lonely Planet, Huffington Post, The Sun & many more.
+67%90 Day Growth
+133%12 Month Growth
250+Top Tier Links Earned
650+Top 3 Google Positions