{"id":5333,"date":"2023-12-01T17:03:00","date_gmt":"2023-12-01T17:03:00","guid":{"rendered":"https:\/\/www.loop-digital.co.uk\/?p=5333"},"modified":"2025-06-26T07:12:34","modified_gmt":"2025-06-26T06:12:34","slug":"how-to-avoid-google-penalties","status":"publish","type":"post","link":"https:\/\/www.loop-digital.co.uk\/marketing-insights-news\/how-to-avoid-google-penalties\/","title":{"rendered":"How to Avoid Google Penalties"},"content":{"rendered":"

When you have a new website or would like to start an SEO campaign on your website there\u2019s a lot to do! No one gets a site penalty on purpose. Lots of people tend to waste their time implementing useless tactics that don\u2019t even get any good results in the end or even worse\u2026 some implement harmful techniques that will get them penalised \u2013 either way, they aren\u2019t getting the best deal!<\/span><\/p>\n

What is a Google penalty?<\/span><\/h2>\n

Google is constantly updating its algorithm, penalties can be automatic or manual. But what will happen if you get a <\/span>Google penalty<\/span><\/a>? Do any of the following sound familiar? Your website is not ranking well for your brand name, page positions are gradually slipping further and further back in the SERPs, the whole site has been deleted from Google cached search results and many more. So obviously you want to steer clear of breaking any rules under Google’s algorithm.\u00a0\u00a0<\/span><\/p>\n

SEO mistakes that are going to put you on Google’s naughty list<\/span><\/h2>\n

Poor or copied content<\/span><\/h3>\n

Low-quality content or duplicated content is easily spotted by Google’s algorithm. You will get penalised for copying content from another source or duplicating content across various pages. Content on your website should be unique and helpful to the users. Another content mistake that we see very often is that people don\u2019t have anywhere near enough words on each page.\u00a0<\/span><\/p>\n

Stuffing keywords<\/span><\/h3>\n

Google hates it when keywords are overused. Use them where they are needed, and it will be fine. Google will penalise you for overusing keywords and something that a lot of people have been called out on is text in white on a white background for example, this means that they are getting more keywords on the page but the reader can\u2019t see them as they are the same colour as the page background.<\/span><\/p>\n

Hidden links<\/span><\/h3>\n

As Google keeps rolling out new algorithm updates to improve its ranking systems and ultimately provide a great user experience, the stakes for non-compliance are high and avoiding a penalty is crucial for maintaining a healthy online presence. Google penalises websites for various reasons and although there are no surefire ways to completely avoid a possible penalty there are tips you can follow.<\/span><\/p>\n

What is a Google penalty?<\/span><\/h2>\n

Google is constantly updating its algorithm, penalties can be automatic or manual. But what will happen if you get a Google penalty<\/span>?<\/span> Do any of the following sound familiar? Your website is not ranking well for your brand name, page positions are gradually slipping further and further back in the SERPs, the whole site has been deleted from Google cached search results and many more. So obviously you want to steer clear of breaking any rules under Google\u2019s algorithm.\u00a0\u00a0<\/span><\/p>\n

How can you get penalised?<\/span><\/h2>\n

Manual action –<\/span> this means someone in the Google office has manually found your website and came across a fault, hence penalising you. If this happens you will receive an update on your Google page.\u00a0<\/span><\/p>\n

Algorithmic action – <\/span>when the algorithm applies filters and finds faults or bad <\/span>SEO tactics <\/span><\/a>to generate traffic, you will be penalised. You will receive no notification of this and the only way of checking is via comparing traffic analytics over a period of time.<\/span><\/p>\n

Core updates – <\/span>Google is always coming up with new updates to improve its search engine to boost user experience, if the updates find faults in the site or other bad SEO techniques you may be penalised. Your pages begin to lose their importance in the rank algorithm and therefore fall in rankings.<\/span><\/p>\n

SEO guidelines to avoid Google penalties<\/span><\/h2>\n

1. Provide quality content<\/span><\/h3>\n

Create high-quality, valuable, and unique content that caters to your audience. This will keep people on your page and engaged, this shows Google your content is enriched with information and Google will continue to improve its positions. Avoid duplicate content, keyword stuffing, and other black-hat SEO tactics<\/span>. <\/span>Google hates it when keywords are overused. Use them where they are needed, and it will be fine. Google will penalise you for overusing keywords and something that a lot of people have been called out on is text in white on a white background for example, this means that they are getting more keywords on the page but the reader can\u2019t see them as they are the same colour as the page background.<\/span><\/p>\n

2. Hidden links<\/span><\/h3>\n

Focus on natural and organic link building, this helps build relevance and authority to your site. Avoid buying links or participating in link schemes, as Google penalises manipulative link practices.<\/span> Some companies may add backlinks that are not relevant to the content to increase web traffic. An example may be if a company has a link with the anchor text \u201cbest marketing channels\u201d but when the user clicks it takes them to a travel website then this link is completely irrelevant. This is known as link framing and companies are penalised for this malpractice. Google Panda and Penguin updates issue many penalties for this <\/span>SEO technique<\/span><\/a>.\u00a0<\/span><\/p>\n

3. Neglecting hreflang<\/span><\/h3>\n

Neglecting what now!? People notify Google that they have intentionally published identical content for various languages or localities \u2013 this is what hreflang was designed for. There is a split decision to whether this definitely helps but using it can\u2019t hurt. Better to take precautions.<\/span><\/p>\n

4. Links to suspicious sites<\/span><\/h3>\n

It\u2019s never good to associate yourself with a website that\u2019s doing something illegal, all dodgy-looking sites should be avoided. Also, if there are already links from sites that don\u2019t look the best, be sure to try and remove them, sites have been penalised in the past for keeping those links.<\/span><\/p>\n

5. Mobile-Friendly Designs<\/span><\/h3>\n

Ensure your website is responsive and provides a good user experience on mobile devices. Use responsive design techniques to adapt to different screen sizes. Google may penalise non-mobile-friendly websites by lowering their rankings in mobile search results. This is particularly important since Google has shifted to mobile-first indexing, meaning it primarily uses the mobile version of the content for indexing and ranking.<\/span><\/p>\n

6. Page Speed<\/span><\/h3>\n

Optimise your website’s loading speed by compressing images, minimising HTTP requests, utilising browser caching, and employing content delivery networks. Slow-loading websites may experience lower rankings in search results, as Google considers page speed as a ranking factor. Users also tend to abandon slow-loading sites, leading to a poor user experience.<\/span><\/p>\n

7. Secure Website<\/span><\/h3>\n

Use HTTPS to secure your website by obtaining an SSL certificate. This helps protect user data and builds trust. Google may mark non-secure sites as “Not Secure” in the address bar, potentially scaring away visitors. Although not a direct ranking factor, HTTPS is part of page experience which are signals used by Google’s core ranking systems.\u00a0<\/span><\/p>\n

8. Avoid Cloaking\u00a0<\/span><\/h3>\n

Present the same content to users and search engines. Avoid deceptive practices like serving different content to search engines than what users see. Google may penalise websites that engage in cloaking by lowering their rankings or removing them from search results. Cloaking is considered a violation of Google’s Webmaster Guidelines.<\/span><\/p>\n

9. Backlink Profile<\/span><\/h3>\n

Focus on acquiring high-quality, relevant backlinks from reputable sources. Avoid manipulative practices like buying links or participating in link schemes. Google may penalise sites with unnatural or spammy backlink profiles. Penalties can range from lower rankings to manual actions, where a site is flagged for violating Google’s guidelines.<\/span><\/p>\n

10. <\/span>Canonical Tags<\/span><\/h3>\n

Use canonical tags to indicate the preferred version of a page if you have similar or duplicate content. Incorrect use of canonical tags can lead to confusion in indexing and potentially dilute the <\/span>SEO value<\/span><\/a> of your content. It’s important to use canonical tags accurately to avoid unintended consequences.<\/span><\/p>\n

11. Monitoring Algorithm Updates<\/span><\/h3>\n

Stay informed about <\/span>Google’s algorithm updates<\/span><\/a> and adjust your SEO strategy accordingly. Regularly monitor your website’s performance and rankings. Failure to adapt to algorithm changes may result in a decline in rankings. Google’s algorithms are continually evolving, and not keeping up with these changes can impact your site’s visibility in search results.<\/span><\/p>\n

What happens if I get a Google Penalty?<\/span><\/h2>\n

A few things can happen if you get penalised by Google:<\/span><\/p>\n