Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Disney’s Unexpected “Black Hat SEO” Sitelink Incident
About a week ago, a strange sitelink appeared on Google Search for the query “disney account”, showing the phrase “Black hat SEO approaches.” Despite widespread attention from the SEO community, the odd sitelink remains visible. This unusual occurrence did not affect Disney’s rankings but highlights potential quirks in how Google generates sitelinks using anchor text. The incident raises questions about Google’s sitelink algorithms and challenges with login pages for major brands.
Optimixed’s Overview: Insights into Google’s Sitelink Anomaly for Disney Account Searches
What Happened?
Recently, users searching for “disney account” on Google noticed a bizarre sitelink labeled “Black hat SEO approaches…” under the Disney search result. This unexpected phrase caught the attention of SEO experts and the wider community, sparking discussion about the origins and implications of such sitelinks.
Why Is This Significant?
- Visibility: The sitelink appears for a highly visible navigational query related to a major brand, Disney.
- Algorithm Behavior: It suggests Google’s sitelink generation may sometimes pull from unusual or negative anchor text found in backlinks or internal links.
- Login Page Challenges: Google has acknowledged difficulties in handling login page sitelinks, which may contribute to anomalies like this.
- Community Reaction: SEO experts like Brett Tabke and Glenn Gabe analyzed the situation, suggesting negative SEO signals may influence sitelink text even if rankings remain unaffected.
What Does This Mean for SEO and Brands?
This incident underscores the complexity of Google’s sitelink algorithms and the potential for unexpected anchor text to appear publicly. Brands should monitor their backlink profiles and internal linking structures closely to avoid potentially damaging or confusing sitelinks. Furthermore, it highlights the importance of understanding how Google handles login pages and navigational queries in search results.
