Staying on Google’s Good Side

October 2017—

5 guaranteed ways to feel Google’s wrath

If you manage your furniture store’s website, there are many paths for online marketing and optimization. From SEO to pay-per-click and content marketing to social media marketing, there’s certainly no shortage of ways to achieve your goals. However, those options and opportunities for your website come with rules that you have to play by, and if you don’t, you could find your website in hot water.

If you’re reading this and what I’m saying applies to you, then there’s a good chance Google is your search engine of choice for marketing and optimization. In regard to SEO and general website management, Google plays by the rules they’ve carefully developed and continue to evolve over time. The guidelines Google has for website management keeps the focus on providing the best experience and information possible for users while also preventing any one website or brand from cheating their way to the top.

However, there are many instances in which businesses end up on Google’s bad side or with a penalty without doing so intentionally. You’ve probably heard horror stories of this happening to website owners, seeing a drastic plummet in rankings overnight or realizing they’ve fallen victim to an algorithm update and earned a penalty. Such penalties can severely hurt a website or business, as they can negatively impact traffic, ranking, and performance. In my experience, I’ve seen plenty of websites from clients who were completely unaware they’d done anything to get on Google’s bad side in the first place.

While there’s a long list of things that can get your website slapped with a penalty or red flagged by Google, there tends to be a few common ways that businesses end up in that position. Check them out below, and ensure that you’re actively taking steps to prevent these slip-ups.

Here are some common ways your website can incur Google’s wrath.

Black Hat SEO

One of the single most common issues that gets a website in trouble is black hat SEO. This includes shady practices like cloaking, keyword stuffing, hidden text, using link farms, and much more. In short, black hat SEO practices try and skirt around the rules to get SEO results in half the time. There are no short cuts when it comes to SEO, and any practice that tries to take such a shortcut will very likely get you in a lot of trouble. Unfortunately, some businesses hire what they think is a reputable SEO company and later find out that they were doing black hat SEO for their website after being caught by Google. As a rule of thumb, website owners and managers should familiarize themselves with what black hat SEO is so they can spot it early if it’s coming from an SEO provider or avoid it altogether.

Duplicate Content

Many website owners and managers don’t realize what a problem having duplicate content is. This is especially true for e-commerce websites with hundreds of product listing pages, as it can be difficult to come up with unique content over and over again. However, in the eyes of Google, duplicate content directly equates to low-quality or less useful information for users. It’s a labor of love, but the copy on your website should be well written and unique on every page.

Excessive Guest Blogging

Google just recently issued a warning about abusing guest posting to gain links. To be clear, guest posting is by no means a black hat or shady strategy. However, having an article published across many different sites or guest posting low-quality content is considered a violation of Google distributor guidelines and should be avoided at all costs. For bloggers especially, it’s important to focus on building relationships that open valuable guest posting opportunities. The posts you guest blog should be your best work and in no way reflective of spammy or less useful content, or Google will eventually catch up with you.

Slow Page Speed

This matters a lot, because Google regularly crawls sites and accounts for how functional and accessible they are. Having a slow page speed, not being mobile friendly, or having a difficult-to-navigate site shows Google that your site isn’t the best option for users to find in their search results. By now we know that page speed, mobile friendliness, and ease of website crawling are factored into algorithms. Checking to see how your website performs through user testing and testing page speed are both things website owners should check on if they haven’t already.

Hacked Websites

Security is a big factor for Google, because they want to know that user information is secure on the websites they visit. Hacked websites are up 32 percent in the past year, posing a significant threat to the performance and success of websites as well as the security of users. Securing your website is an important and necessary step all webmasters must take if they intend to be successful on Google. From simple practices like implementing two-step authentication to purchasing more advanced security packages, it’s in your interest to make your website security airtight to avoid a penalty from Google.

About the Author

Adam Heitzman

Adam Heitzman is a managing partner at HigherVisibility, a nationally recognized SEO firm. Heitzman uses his 15-plus years of marketing experience to provide outstanding online marketing services. He can be reached at adam@highervisibility.com