With Google capturing such a huge majority of the search market (around 90% in the UK, although Bing has made some inroads in America) it’s no surprise that just about every website owner wants to rank well in Google.

While many smaller website owners try out SEO strategies to increase their rankings, too many fall into the trap of following poor advice regarding things like keyword stuffing or hiding content in html tags. It’s not just the smaller companies that get hit though – even massive corporations can get penalised by Google if they don’t follow the rules.

Why penalise at all? Are they really that spiteful?

With any argument there are two sides to the debate of Google’s reaction to those breaking the rules. Firstly, you have the owner of the website. With Google commanding such a huge amount of organic traffic their livelihood could very well depend on Google. One bad decision and a ban from Google could mean the end of a business for many people.

However, it’s worth taking a look at the Google side of things as a webmaster. After all, understanding Google’s motivation can help you avoid the pitfalls. Google has reasons for penalising sites that go well being simply enforcing and controlling a set of arbitrary rules that don’t even matter.

Despite its huge size, its multiple projects and its seemingly invincible nature as a business, Google’s success as a company relies on one thing; relevant search results. If people one day decide that another search engine can help them search faster or better, Google will start to lose ground and there are plenty of people who are more than happy to step up and take its place.

This means that you need to take a very firm stand against people who are trying to manipulate those search results. If Google let everyone who manipulated results get away with their methods, we’d never be able to find any products or services that we really wanted, and we’d move on to another search engine.

The real enemy in the situation isn’t Google but the occasional dodgy SEO company that will promise a webmaster results and then use poor SEO practice on their behalf. As the modifications will have been on your own site and your business, the SEO company will remain safe – short of any legal action, at any rate – while your site gets heavily penalised or banned by Google.

Avoiding Google’s Penalties

Google has a big list of rules about websites and what they can and can’t do with search results and their code. It’s long, and it’s boring, and it’s impossible to expect a website owner to memorise every single thing that could be seen as unfair by Google. However, a simple rule of thumb always applies when it comes to Google Penalties; if you don’t try to manipulate your results, you’re probably safe.

Google has a complicated searching algorithm that good SEO companies understand. But Good SEO isn’t about exploitation of the system; it’s about knowing what the system expects and playing to that. Good SEO isn’t about pretending to have relevant content, it’s about actually having relevant content and promoting that content in the best possible way.

A good SEO company will check your website and structure to find any problems where you could be telling Google more about your site. They may suggest changing keywords on the site to match up with the overall content more. What they won’t do is lie or target irrelevant links. Everything a good SEO company will do revolves around conforming to the system in the best possible way, not abusing it.

A good SEO agency will refer to their work as ‘Ethical’ SEO. It’s a difficult term as there’s normally a fine line between ethical and ‘grey hat’, but ethical companies work hard to promote their clients within the rules and are much less likely to come across any problems from Google. The best way to choose an ethical SEO company is to find one that will give you regular updates and reports and work with transparency.

You can usually tell an ethical SEO company from a bad one within a few conversations. Ethical SEO companies are more likely to talk about which techniques they will use on your site and why they will work. They will make a completely custom plan and give you realistic results rather than attempt to guarantee something they can’t possibly achieve, such as being the top result on a keyword such as ‘holidays’.

Stick with an ethical SEO company and you’ll be able to utilise Google as the immense source of organic traffic that it is, rather than a something you need to worry about.

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