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Step 1.12: Guidelines

Step 1.12: Guidelines

Core Concepts | Search Engines | Google’s Guidelines


Google have a set of guidelines for how you should optimise your website and conduct your SEO campaigns.

Google release information about what you should and shouldn’t do regarding SEO, you can read them here if you would like a comprehensive list.

General Principles

Primarily you should be concerned with quality, your SEO activities or recommendations should not reduce the quality of the content or worsen the experience had by the user.

The principles below are a good summary of what you should and shouldn’t do:

  • Create pages and content primarily for your users, not for search engines
  • Do not trick or deceive your users
  • Do not use tactics designed to trick search engines or manipulate rankings

A great rule of thumb is to imagine explaining your SEO strategy or tactics to Google, try to picture their response, can you justify your actions in a legitimate way?

Google Penalties

If you break these guidelines and Google detect that through their crawling and indexation, you can receive a penalty.

A penalty means that your site can be essentially removed from their index and no longer shown in the organic search results.


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