How to Avoid Incurring the Wrath of Google
In 2016, you’d be hard-pressed to find a corporate or small business website that hasn’t embraced search engine optimization. For more than a decade, SEO has proven to be an effective method for grabbing the attention of prominent search engines and attracting scores of new visitors. When most companies set SEO efforts into motion, their primary aim is Google. As Statista reveals, Google is far and away the most widely-used search engine worldwide, so it makes sense for businesses to seek its recognition. Unfortunately, trying to curry favor with Google may actually hinder a company’s SEO endeavors. Going about search engine optimization in the wrong manner, whether intentional or unintentional, is liable to elicit penalties from the world’s most beloved search engine. The following tips can help your company’s efforts to avoid the infamous “Google penalties.”
Produce Natural, Organic-Sounding Content
If there’s one thing Google hates, its keyword stuffing. This refers to the practice of overloading a blog post, feature article or any other piece of text-based content with search engine-baiting keywords. Although skilled writers are able to organically insert keywords into the content they produce, individuals who are unfamiliar with the ins and outs of SEO have a tendency to openly embrace keyword stuffing. There’s no question that doing this can help boost a site’s search ranking in the short term, but the instant Google becomes aware of what’s going on, that site’s ranking is going to take a nosedive. Additionally, keyword-stuffed content is of little to no practical value to readers, so it’s not really conducive to attracting repeat visitors. There’s nothing wrong with sufficiently-spaced-out, organically-inserted keywords, but being shamelessly excessive with your keywords is bound to cost you.
Exercise Caution When Selecting Guest Bloggers
While guest blogging can be an effective way to drum up new interest in your site, it can also work against you in certain instances. With all the new visitors they attract, guest posts often bring in a plethora of outside links. If these links are relevant to your company and the industry it serves, there shouldn’t be any problems. However, if they’re far-removed from your industry or offer little in the way of relevance, a Google penalty may be in your future. This isn’t to say you should swear off guest blogging entirely – in fact, you definitely shouldn’t – but you should be very selective about the people you ask to produce guest blogs and make sure their work meshes seamlessly with the other content found on your website.
Frequently Review Google’s Guidelines
Since the actions that result in Google penalties are constantly being updated, it’s in your best interest to review the company’s webmaster guidelines, which can be found at https://support.google.com/webmasters/answer/35769?hl=en, at least once a month. This will ensure that you stay abreast of each actionable offense, enabling you to make changes to your site and its content accordingly.
Google penalties can put a huge damper on your business’s best-laid SEO strategies. In many respects, getting on Google’s bad side essentially constitutes biting the hand that feeds you. Even inadvertently going against the aforementioned search engine’s increasingly elaborate rules stands to plummet your site’s Google ranking. Remaining in Google’s graces gets more difficult by the day, but being exercising caution with your keywords and guest blogs and staying current with the company’s webmaster guidelines can help you avoid drawing the ire of the world’s favorite search engine.