Future-proof SEO – Avoiding Google penalization

by
on April 26, 2011


Some SEO specialists are always trying to find holes in search engine’s algorithm and take advantage of it instead of understanding the culture of Google and others and playing along with them. While this may give short term advantage, it makes websites dependant on these tricks and creates a necessity to constantly change and adapt. Just as someone doing something illegal needs to hide and change location, mobile phone number and clothes… The inevitable end is that the authorities will some day track him down.

Some naive companies are hiring SEO agencies that use these dirty tricks and although they didn’t know anything about it, they become dependant on them. Most medium and big companies can invest on SEO on a regular basis but for small ones this can be tough some times. If they ever stop using them they may find themselves in trouble since the card castle will fall with a weak blowing wind on the next Google update. Grey hat SEO techniques may become Black hat in a month, a week or even days and SEO agencies that are in the loop of Google news can usually act quickly and re-adapt their strategy to avoid getting their clients penalized. What if you don’t have an SEO agency taking care of your online presence anymore? Or if you change agencies and the current one doesn’t know the full details on the previous strategy?
Furthermore, some of these Grey hat strategies are sometimes abstract and haven’t been tested thoroughly, usually just part of a belief, thought, theory or something that “looks like it’s working” and they may be a big risk to take.

SEO shouldn’t be targeted on what currently works best to show up first on Google but on what the philosophy of Google is. This way you can ensure accumulative long term results and benefits without worrying about algorithm changes and penalization updates.

As an example, today someone called at the company I’m contracting for. They were an SEO agency experts in online marketing offering 300 manual submissions to web directories, 75 links to social networks and 6 articles posted to 25 websites every month for only £150. Seriously? This strategy of inflating websites in such an artificial way will end up exploding in a glimpse, specially now that Google is punishing cheaters harder than ever. My recommendation has been to avoid them completely and spend the £150 in getting a great article from a professional content editor instead, something that people find interesting and talk about, something that fulfils a purpose and an action as in this Effective SEO article.

Focus on what Google wants which is nothing else than improving the Internet and the overall user experience: provide people with the information they are searching for in a quick, efficient and comfortable way. Carrying out this simple strategy will become long term SEO results and constant changes to Google algorithm will not harm you, they will actually help you as Google keeps penalizing your naive competitors.

Some SEO specialists are always trying to find holes in Google’s algorithm and take advantage of it instead of understanding the culture of the big search engine and playing along with it. While this may give short term advantage, it makes websites dependant on these tricks and a necessity to constantly change or adapt. The main problem is that companies hiring SEO agencies that use these tricks become dependant on them and although most companies can invest on SEO on a regular basis, if they ever stop using them they may find themselves in trouble since the card castle will fall with a weak blowing wind. Grey and black hat SEO may become black hat in a month, a week or even hours and SEO agencies that are in the loop of Google news can usually act quickly and re-adapt their strategy to avoid being penalized.
Some of these grey and black hat strategies are sometimes abstract and haven’t been tested thoroughly, usually just part of a belief or weak theory and they may become a big risk.
SEO shouldn’t be targeted on what currently works best to show up first on Google but on what the philosophy of Google is. This way you can ensure accumulative long term results and benefits without worrying about algorithm changes and penalization updates.
Focus on what Google wants which is nothing else than improving the Internet and the overall user experience: provide people with the information they are searching for in a quick, efficient and comfortable way. Carrying out this simple strategy will bet in long term SEO results and constant changes to Google algorithm will not harm you, it will actually help you as Google keeps penalizing your competitors.
As an example, today we had a call at the company I’m contracting for. They were an SEO agency stating they where online marketing experts. This guy was offering 300 manual submissions to web directories, 75 links to social networks and 6 articles posted to 25 websites every month for only £150. Seriously? This strategy of inflating websites in such an artificial way will end up exploding in a glimpse, specially now that Google is punishing cheaters harder than ever.

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Xavi Esteve wrote this article on April 26, 2011 and published it in web design, seo and english.

2 comments

  • Zion Walsh says:

    Good point Xavi, I do not really know what my agency is doing and it is definitely worth asking them what is going on. They have our backs covered now but what will happen if I terminate the contract with them and in a couple weeks we start getting penalized because they where carrying away some illegitimate actions? The ones that will mainly suffer from it are ourselves!

 

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