SEO and Content Marketing Blog

Recovery from Google Penalty – JW Surety Bonds Case Study

Content marketing for B2B company JW Surety Bonds
JW Surety Bonds is the largest provider of surety bonds in the United States.

Surety bonds are required forms of insurance that must be purchased and “posted” by professionals seeking state operating licenses as well as by contractors performing large projects.


Mike and Eric Weisbrot initially sought assistance in improving the website’s on-page SEO and link profile. They suspected the site was being negatively impacted by both Google Panda and Google Penguin updates, as the traffic had been in steady decline over several months, with sharp declines around the dates of Google Penguin.

Due to the decline in traffic, JW Surety saw similar declines in online applications for surety bonds.


Our team performed an SEO Audit on jwsuretybonds.com, which included a link audit of their link profile.

The findings revealed that the site was in fact hit by both Panda and Penguin. We recommended the necessary steps for cleaning up duplicate content on the website, as well as other technical fixes to improve content accessibility, site speed and site indexation.

In order to address the Penguin penalty, we carried out an extensive link remediation campaign that resulted in the manual removal of a large percentage of links that we diagnosed as toxic. As a final step, we assisted the client in submitting a disavow text file via Google Webmaster tools, which effectively disassociated the remaining bad links from their profile.

After completion of the SEO audit implementation and link remediation campaign, we began content marketing for JW Surety Bonds on a monthly basis. Through content marketing, we have been blogging regularly with consistently authoritative and high quality posts. We share curated industry content daily and actively earn social shares and links to the posts that our content team produces by promoting it through all major social media networks, with emphasis on influential people.


During the course of the first 6 months of our engagement with JW Surety Bonds, their organic search traffic has risen by 55%, and referral traffic has risen by 80% (сee graphs below).

Google penalty recovery results

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Paris's foray into Internet marketing began in 2003, and since then has spanned numerous projects in countries that include U.S., China, Turkey, Bulgaria and Romania. Paris founded Hop Online in the spring of 2009 with the aim of aggregating the Bulgaria talent potential and establishing a highly qualified search and social marketing outpost in the region. So far, so good.

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Read our blog for more information and case studies on Content Marketing, SEO Audits, and Google Penalty Recovery.

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