Hopefully, your website is populated with content that is topically relevant and streamlined to be SEO rich, have clean HTML, is quick to load and optimised for easy access from mobile devices, but this is only half of the story for the successful marketing of a site. The world of SEO is a fast-moving industry, principally because of Google’s menagerie of algorithm updates that affect how a website is ranked. One thing has remained consistently crucial to a site’s position, however, on the search engine ranking pages: links to the site.
Manual Penalites A manual penalty is when someone from Google has reviewed your site and found a breach of the guidelines. You will be told of the breach via your Google Search Console account, and you can fix any identified wrongdoings to remove the penalty.
Algorithmic Penalties Algorithmic penalties automatically occur when your site has triggered an alarm bell in Google’s algorithms, and result in an often-severe drop in your ranking position. Currently, algorithmic penalties are either Panda or Penguin. Panda relates to the site’s user experience and the quality of its content. Penguin penalties are incurred when sites are over-optimised, i.e., bad linking practices. These include: • Over-optimised anchor text – if Google thinks that there are too many links pointing to your site using the exact match keywords rather than a natural editorial link that supports the main bulk of the article. • Links from poor quality sources – quality is subjective, but you can use tools to help you identify and assess what Google qualifies as low quality. This is the one aspect of backlinking that makes link building so tricky as it takes both time and hard work.