Can you trust your seo company?
Like with all other important business relationships, trust between a client and their seo company is vital.
In fact, with something like search engine optimisation, it is arguably more important than normal to have a team that you can rely on working for you.
Why? The simple reason is this: there are so many things that can go wrong with organic seo and ,particularly, link building. Search engines ( first and foremost, google ) have rather strict terms of service for webmasters and if you break their rules and they find out about it, they will penalise your site.
Types of google penalties
There are two main types of google penalties – manual and algorithmic. Manual penalties come when a human reviewer from google looks at your site, its backlinks or both and decides that you have broken their webmaster guidelines. An algorithmic penalty will be triggered if your seo strategy pushes the boundaries of google’s terms and conditions to far.
Why do penalties occur?
Aside from the broad reason of contravening google’s guidelines, there are two specific reasons for being ‘slapped’:
1. on page factors ( targeted by the google ‘panda’ algorithm )
2. off page over optimisation ( identified by the feared ‘penguin’ algo )
If your site has keyword stuffed, badly written content, you could be in line for a panda slap. Too many keyword rich backlinks or links from poor quality and/or irrelevant websites can put you in danger from google’s penguin. The most severe penalties come from being targeted by both panda and penguin at once.
What happens if your site receives a penalty?
Often, you will get a notification via your google webmaster tools account to inform you that your site has been penalized. Your rankings will be adversely affected and, in some cases, it could even be deindexed by google ( this means that google will no longer show it in their indexes – even from brand searches ).
Can your seo agency cause a penalty?
Absolutely yes! This is why it is so important to hire the right search engine optimisation consultants in the first place. Even if you have to pay more, in the longer run your website will be safer. By now, we are sure that you can see the need to avoid getting on the wrong side of google’s web spam team.
A couple of final points, though. First, there is always some penalty risk with any off page seo strategy ( even if you have an seo expert behind you ) – nobody knows what future updates google may introduce or how these will affect the search engine results.
Secondly, it is possible to take action to recover your website if it does get penalized, including link removal, utilizing the google disavow tool and submitting a reconsideration request. Prevention, though, is much better than cure.
Choose your search engine optimisation agency with extreme care.