Step 1.28: Over-Optimisation
Core Concepts | Search Engines | Over Optimisation
SEO and optimisation should not result in unnatural content or activity.
There are many techniques that may have worked many years ago, which are a definite problem for a site that uses them now. Often then fall into the category of over-optimisation, such as using a keyword way too many times within a page.
Remember, your site and its content are for ‘users’ not ‘robots’… it needs to be readable to robots and optimised for them but still built for users.
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.
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
Although there is greater sensitivity to your off-page profile and this is the more common source of a penalty, doing unnatural or spammy things on-page can also results in problems.
If Google detect that your online presence or activity has broken their guidelines, or is suspicious, unnatural or spammy, they can (and frequently do) issue penalties.
A penalty will prevent a page or site from appearing in the Organic SERPs, and as such can be truly devastating to a site or business.
This is the cost of employing some cheap SEO agencies or reckless, often short sighted, tactics.