They learned basic SEO theory that is written everywhere and that tells you to make keyword reach titles, H tags, anchor texts.
Then they just try to follow all those steps without thinking or doing any experiments.
Here I want to talk about Natural Link Building.
But mostly about anchor text - one of important SEO elements that can give you negative SEO score if is not done properly.
In one sentence - anchor text need to look natural!
You can not have 99% of links coming to your site with your keyword as that is not natural.
I'm not talking here about some long tail keywords with low competition where you could easily rank with few links here and there and few months domain age, but about top terms that are making big money.
Game is a little bit different in this case.
What I see when small clients are submitting project to us is that they submit just main and/or long tail keywords.
Big clients did the same in past when were using cheap outsourced link building, then we need to fix all that in our monthly SEO service.
Sit down and think how would your anchors look like if you have really good site, with top quality content written by top expert in your field.
Look around how others on internet link to some sites when they mention it on their sites, on forums, on social sites.
Analyze first page of google for your competitors and what they use in anchor and in what percentage (use majesticseo,ahrefs or opensiteexplorer).
You will see big number of anchors like:
- this page
- visit here
- full URL as anchor
- domain name as anchor
- company name
- misspelled company name!
Think about this next time when you are ordering some link building service.
Build property with main keyword in title, high keyword density article with over 700 words, few images that have name of image file with keyword (keyword-here.jpg, keywordhere.jpg)...linking from such page with anchor "here" or any other random (non keyword text) is passing link from relative content and looks very natural in eyes of google.
Your site mentioned on other sites without link (just domain name or url without link) is also important factor.
Look how many times Facebeook, Amazon, Youtube are mentioned without linking to it.
What about your site name?
This is just small part of big SEO puzzle.
Still you need to think, analyze and do experiments
about onpage SEO, how frequently to build links and in what volume, links from main site language sites vs foreign languages sites and anchors...etc...etc.
Hope this will help to those of you who are selling SEO services or promoting your personal sites.