Thursday, December 31, 2020

What are the penalties and how to get out of them?

Of course, Google in this period is putting us to the test: SEOs around the world are now in a continuous state of alert given its unstoppable skimming of results in SERPs. It is obvious that you aspire to perfection! Conquer the world with its always excellent quality services and amaze us with updates and innovations that bind us to him as a trusted friend.  It offers us only the best of the best so as to make your stay (and return) on its pages pleasant and relaxing. To do this, alas, he is often forced to put on the role of the villain, taking away from us what, with difficulty - even if through dirty tricks - we had conquered, or the first positions in the SERP. The eternal struggle between SEO and being present on Google.

What are the penalties and how to get out of them?


  • What happens when a site is no longer good for Google?

->Manual penalty

->Algorithmic penalty

  • What is bad SEO and how can it be put into practice?
  • How is it possible to protect yourself from a negative SEO attack or to trace the results from a penalty?
  • Considerations
  • Is there a tool that can make us understand if our site is affected by a penalty?

What happens when a site is no longer good for Google?

Google takes cover and in order to give the user a perfect SERP, it eliminates your site from its results, giving you a nice penalty. The penalties are admonitions from dad Google about unhealthy behavior that violates his guidelines. Basically, they can be of two types:

Manual penalty

A quality rater (Google collaborator who evaluates your site according to technical specifications) sees your site and sends it to penalization; simple isn't it? In this case, you receive a message on the webmaster tool with two types of different intensity:

  • to. Partial matches (only some pages will be penalized)
  • b. Site-wide matches (the whole site will be penalized)

The message warns you of the penalty, here you just need to make some changes and send the request for reconsideration

Algorithmic penalty

This type of penalty is absolutely automatic so, once you understand the problem, it only needs to wait for the spider to pass and reconsider your site. I advise you to keep up to date on the variations of the algorithms and the factors that determine the relegation in SERP. To do this, you can visit the Moz section. The next step to the "serious" penalties are the ban: in this case, your site will be removed from the Google database permanently and definitively; in practice, Google puts across on it with RIP written on it. So we could also say that the penalties can be of three types:

  1. Light penalty
  2. Heavy penalty
  3. Ban

In the first case, the penalty derives from small errors, such as the choice of a hosting rather than another, the resolution of the DNS, the lack of care of the On-Page factors, etc. It is easily recoverable in a relatively short time. In the second case, we have to spend a little more time in the recovery processes. The site could also be penalized due to something that did not go the right way during the development and promotion of the site, so to run for cover you need several actions which I will now tell you about. In the third case, however, the total ban, Google removes you from its archive, so not only deletes all placements but de-indexes any results belonging to your site by deleting you from its database. As I said at the beginning, Google is putting us to the test in this period because it has put all against all, generating a sort of apocalyptic war that is fought by dint of negative links. In previous posts we talked about ranking factors and links that give us some of their juice, today we will talk about links that harm us by giving us a little of their evil. Right now I imagine Google as a huge galleon where everyone, with different tricks, can win a seat in the bow to enjoy the view and the sea breeze, but at the same time can be thrown into the sea by those who want to take their place. In practice, to have clean SERPs, Google must punish the incorrect behavior of some SEOs (ihihihihihih) that use massive techniques to appear in the eyes of the same, as a site in trust. To do this, he has inserted rules which, if used to the detriment of the victim, can seriously damage him.

What is bad SEO and how can it be put into practice?

While it is true that placing your link on sites of little value can have negative effects on our performance in the SERP, it is also true that the competition has an infallible weapon that it can use to its advantage by making the sites disappear from the SERPs. in a flash. So in a nutshell, if I wanted to make my competitor site that sells confectionery products and is stealing all my customers disappear from the SERPs, I could get in touch with an SEO who knows his job well and hire him as a hitman. Those who do high-level SEO know which links to keep away from and therefore know perfectly which links could damage them are. If that portion of inbound links were magically offered to our competitor, it could very likely fall into a penalty. This certainly does not secure the front page and it does not even secure us a place in heaven (I by nature keep very far from assuming this attitude, but I am not far from receiving it). To do this, ad hoc software can be used to shoot links in bursts, using for example pseudo-usable platforms, which thanks to self-installation of CMS generates an industrial quantity of spam links. Or, more simply, just rely on geek experts who do it for you as in this case: that thanks to self-installation of CMS generate an industrial quantity of spam links. Or, more simply, just rely on geek experts who do it for you as in this case: that thanks to self-installation of CMS generate an industrial quantity of spam links. Or, more simply, just rely on geek experts who do it for you as in this case:

on geek experts

Have you ever thought about buying 600 links for your opponent in SERP and giving them away in just one day? In addition, it is possible to undermine the server of the victim with a DDoS attack, or Distributed Denial of Services attack: in practice, a thousand simultaneous requests are made to a specific IP, so that the machine becomes overloaded and is unable to deliver any more. service. If the site remains offline for some time, Google notices it and that's it. On the web, there are several guides in this regard, I personally have never wanted to experience negative SEO, nor have I ever wanted to knock sites down through these techniques, but unfortunately I have received both negative SEO, and attacks from spammers, dossers, lamers, hackers and other categories of nerds wicked. :)

How is it possible to protect yourself from a negative SEO attack or to trace the results from a penalty?

If the penalty is algorithmic, you just need to bring your site back to the previous state of the penalty, in order to get back up as quickly as possible. Google is generally quite responsive in getting you back up in SERPs, unless you make the necessary changes and, therefore, the spider gets lazy. The incredible thing is that even a single outgoing link could make you fall into a penalty because it is associated by Google as a link sale, but this depends solely and exclusively on how you have educated Google and therefore on the attitude that your site has followed in the time. If you have always linked external resources on your site, it will be very difficult for such a penalty to be incurred, but if your site has few outgoing links and, at any moment, it presents “strategic” links - therefore with exact keys and maybe even commercial keys not presenting the “Nofollow” attribute - then the penalty could be upon us. To do this type of analysis, we could be met by “screaming frog”, a free program that, even in its basic version performs useful actions that will save us a lot of time. For example, identifying links pointing outward, or understanding in the blink of an eye which and how many pages are pointing to a 404 error. For Sometimes now, Google has put online a tool to report links. that we do not like being attributed to our site.Disavow Links Tool. Unfortunately, the webmaster tool does not tell us which links are good; to do this you may find the article on link building useful which explains where and how to do link building. On the other hand, he reports:

  • Total links
  • Who uses more links
  • Your content with multiple links
  • How your data is linked

On each section, it is possible to retrieve information useful for our analysis, so as to be able to export them in CSV format by donating them to the usual tools to understand if they are "malicious or pleasant". On each link received we need to understand:

  1. If he has been penalized;
  2. If it has a low ranking;
  3. If it has a fake Pagerank;
  4. If it contains malware;
  5. If it has been banned;
  6. If the link is repeated on several pages;
  7. If it contains spam (a classic example is sites with millions of comments generated by automated software);
  8. If the site is part of a low-profile chain or network.

Speaking of networks, it is possible to carry out cross-searches using portions of text present within the pages of the sites that link us to capture the wickedness or lack of reliability of the same. For example, you can search by Analytics code UA-111111111, or by Adsense code, or by Whois, or by IP number. To do this, you could help yourself with tools like Certainly making such an analysis is neither simple nor motivating, but it is certainly an excellent starting point. When we understand that the penalty came from the outside, and therefore from an aggressive link building against us, we can put these best practices into practice. During the link analysis process it is good to understand how many of these have been inserted with a single anchor text. In most cases, the "SEO Bombing" attacks are carried out with specific keys from links inserted in the Homepage, trying to make us fall into penalties from "Penguin update", or from penalties based on a single specific key which in most cases coincides with the key that brings more traffic to the site.

Is there a tool that can make us understand if our site is affected by a penalty?

By now they have created everything, even the magical tool to understand what kind of penalty is in place on your site. Only after querying the WMT and Analytics could you use the following. A tool that interfaces with your Analytics account to understand what the probabilities of penalization are on your site. Vision is very creative and intuitive.

Penguin tool Also in this case the vision is quite intuitive, but perhaps a little more orderly. Attention: the two screens here present concern 2 different sites.


Think and ponder for just a moment.

Google penalizes your site if you behave incorrectly and does not comply with netiquette, but if you follow its "etiquette" you immediately return to the SERP.

Basically, he tells you that in his house you do as he says and, if you are rude, you will suffer the consequences. In reality, he has no reason to prefer your competitor to you or vice versa, he has every good the intention of making you stand in the SERP even in the first place, but if you are clever, or pay little attention to the guidelines listed by him, everything will translate into a simple sentence: you are looking for it. As for negative SEO: hopefully, keep your fingers crossed and never tire of checking!

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