The chronic of events described in this very blog post took place many long years ago. It was a different time and age back then – must have been around the time when Facebook started to skyrocket like crazy, probably 2011 or 12. Readers would abandon blogs a while before Google discontinued their RSS reader, and many a brave blogger gave up, completely discouraged by the utter lack of discussion activity.
My young friends, believe me, it was neither about social signals nor reach back then, but user activity we dug a lot. (The new currency on sm platforms, too – what a coincidence!) But even the most popular and the toughest bloggers had to wipe tears from their eyes every day as they stared at their statistics. Mad, yet powerless to stop Zuckerberg from sucking away their micro-communities.
Some even failed in giving up
A lot of blogs died – some quickly painlessly, others slowly and suffering more each day until the final trackback had faded away. Of course, more than a chosen few kept going, but I will talk about these heroes another time.
Because there was a third group: freeloading copycats who had turned their social media agencies' websites into fake blogs when the slightest smell of WordPress still sufficed to climb Google's top ranks.
And then that changed, and many of them forgot that they had once simulated authoring a blog. When you lose the big picture, you obviously do not care about the small details anymore, either. For example, an active comment function that passes out do-follow links like it's the Easter Bunny. Or a sidebar widget displayed on all postings *and* pages, also handing out free link juice like little bunny-brother.
Those guys may have known a thing or two about social media and SEO, but that wasn't enough in the long run. They sure did know a lot more things about public relations, though, resulting in an enormously powerful backlink structure including some of Europe's top domains, resulting in very powerful rankings.
The immoral ending of this story
Why would I know that? Because I analyzed their backlink structure as a favor before we both realized that further cooperation was unthinkable. They came to this conclusion because I had loudly complained that they had stolen some of my presentations, merely replacing the logo for their pitches. Me, because they had stolen some of my presentations for their pitches, merely replacing the logo.
Karma seems to have caught up rather quickly this time. Said agency is out of business since a couple of months, which makes me quite sad: Their website was taken down and I am sure going to miss* those hundreds of links, merely generated by commenting twice.
Sometimes it *really* pays off to be the last one to leave the party and close the discussion.
*) No, I won't. I probably could have relied on luck, but I did rely on Scrapebox instead.