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Chapter 20 / Section 1 – Google Penalties. What Are They And How Do You Recover From Them?
The influence that search engines can have on the success or failure of a business can be significant, and the role that these programs play in driving traffic to your website is very important to understand. There are statistics that have been documented showing that a change that will take a company from the first page of Google results to the second page can make a massive change to the amount of traffic a website receives. This means that receiving a penalty from the search engine can make a big difference to the success that a website will have to a company.
How Do Google Penalties Happen?
One of the features that Google is constantly looking to improve is how it ranks the different websites in its search results, and there are regular changes made to these criteria which can penalize certain websites. The most common result comes when websites are exploiting methods that boost their ranking unnaturally to get up the rankings, and when Google identifies these methods it will amend the code, which can penalize websites. The second type of penalty is unluckier, and in some cases a natural update in the search engines code will favor other websites over other websites, which can also be considered a penalty.
What Are The Effects Of Google Penalties?
The key result of a Google Penalty is that it will reduce the ranking which a website can attain in their search results, and this will reduce the amount of traffic that is directed to your website. If the penalty arises from the use of rank building methods that Google feels are dishonest, then they can actually punish such websites by reducing the ranking of websites that do try and play the system too much. The second thing to consider with these penalties is that increasing numbers of companies are employing people to monitor their rankings closely so that they avoid these kind of penalties.
How To Avoid These Google Penalties
The first and most important way to avoid these penalties is to be careful about the SEO companies that you employ, as those that use ‘black-hat’ techniques to boost rankings can lead to penalties in the future. Another important practice is to try and develop your website’s rankings as naturally as possible, so that it doesn’t receive these kinds of penalties.
Rebuilding Your Rankings After A Penalty
If you find that you website experiences a drop in traffic, then in many cases it will have experienced a penalty and this can then involve some work in order to regain the previous ranking. One of the most important tools to employ is the facility provided by Google to allow you to disavow any links that are negatively affecting your search engine ranking. These can either be links that have been created by SEO specialists for you, or those that have been created by competitors using negative SEO tactics to try and reduce the ranking of rival websites. If you have any doubts about how these penalties have affected your site, then employing a web specialist can make a big difference to the success of your site.