Do you know what your SEO expert is doing to rank you in Google and other leading search engines? If you don’t then now is the time to track things. You may save your site from being penalized heavily. A penalty by search engines means losing ranking for an indefinite period and also losing index in the severe cases. Hence, your site must be monitored for being promoted with the best practices in SEO only. And all malpractices leading to penalties must be avoided.
How is content seen by search engines now?
The Panda update of Google which came out in 2011 changed the very way content was getting designed for sites. Earlier to this update sites passed the mere eligibility with any amount of content of whatever quality they would give in. But the Panda update stated that sites with an insufficient amount of information and quality content would be treated the same way over promotive sites with too much-promoting content. That is why the content now is written with much care to quench the thirst of knowledge of people. The content must have value and add to some information and give some quality engagement to readers. Only that kind of content is considered standard. Else short and insufficient quality and volume of content are considered thin and shallow.
Keyword stuffed sites are no value
It’s normal to use relevant keywords a few times. And proper usage of keywords is healthy too. But when you use the keyword too much to promote the thing too mechanically clearly and this attempt of yours deteriorates the quality of content while bars the rhythm of reading the content, then it’s called keyword stuffing. No content with stuffed keywords would seem nice and valuable to read and digest. And search engines also strictly do not digest such content. Hence if a site has content with keyword stuffing, it gets banned for this. No particular number or quantity should be used and should not be. It’s about how much relevantly you use the keywords, and how nice it looks and makes the content presentable. The content should look like an informative piece of reading and not an advertisement. That is how you must plan to inject keywords in it.
Never allow hidden contents on site
An old and frequently used black hat tactic is to hide the content. Any content which is full of keywords, and stuffed enough to cause a site ban is hidden in plain white color or the same color as the background. There are many different ways to hide content so that only search engines would see the content and human eyes won’t see. This is to get ranking in searches quickly. But Google, Bing, or Yahoo, nobody likes hidden contents. Search engines like text and content which users can see and hear.
Cloaking is the practice of hiding the entire site content in such a way so that users and you see something, and the search engines see something else. This is plain cheating and is a very bad practice. Search engines dislike things strictly as cloaked sites affect search results extremely and users are misguided. Hence you must avoid cloaking by all means.
The pirate updated
Copyright law infringement is a serious offense even in digital media, and if your site is getting DMCA takedown requests, then you can be banned by Google. The Pirate update by Google shared this detail and told that sites could use content which they have the copyright to use and share.
Avoid paid links by all means
Do not ever indulge in the practice of buying and selling links. Paid links are an absolute not recommended if you are targeting a rank on Google primarily. Google strictly opposes it, and Google banned its Japan division too for paid link usage when it was caught buying links for 11 months. Many big names and brands were penalized in the past for buying and selling links and using paid links. Hence if you have to rank in Google, do not go the paid link route. As for Bing they do not ban sites for paid links but opposes the practice and criticizes it.
Never do link spamming
Link spamming is a big no if you want to follow true SEO tactics and want to rank in searches. Dropping links with good anchor texts here and there in blogs, forums and anywhere is not practice anymore, and when it was practiced enormously, then also it was always discouraged by real good SEO experts. Nowadays this is not considered an SEO practice anymore and is an annoying spamming act. The Penguin update of Google speaks about such link spamming and declares it to be a big problem. If you are caught doing this, your site would be penalized.
Talk with your SEO service provider
Talk to your SEO expert about this, and make sure the follow policies where such malpractices are not included. Only white hat SEO policies are the best and safest, and SEO must be practiced carefully with an organic natural approach. If you are led by famous and reputed SEO agencies like the KottonGrammer Chicago SEO, then you can be pretty sure that your site cannot get penalized for silly mistakes like these.
It’s not just about rules in SEO. Its also about the impression you make. If you want true followers, who would know you and follow you for quality and unique content, then you have to create that lasting impression through links and posts you share online. Your informative and quality posts and content shared would be your brand ambassador telling how authoritative, high quality and standardized a site you are. Hence, to build that lasting impression you must follow what is best and avoid silly reputation ruining activities online. If you are caught in such silly black hat tactics that ruin reputation and image, then you are not just penalized by search engines, but also criticized and avoided by visitors.