Nathan Yerian
Google, or any search engine for that matter has a job to do; return the best possible results to a searcher when a keyword in entered into a search field. Ever since Google has been developing ways to return relevant search results, people have been trying to manipulate those results to be included in the top spots.
Recently Google has released a slew of updates in an attempt to refocus ranking factors toward high quality, relevant information. Many websites have been affected by these changes without their owners even knowing it, and more changes are still coming.
Want to stay out of the dog house with the search giant? You bet you do; especially considering that on average, Google probably sources around 80% of your website's search traffic.
Don't get your website's butt kicked by the 300 lbs search gorilla. Here are 4 reasons Google may be penalizing your website:
1. Your Content Is Low Quality - If Google's job is to return the best possible results to searchers, it stands to reason that low quality content would be on its hit list. If you have been cranking out spammy, low quality content for article sites, or for your own blog that is cluttered with ads, you are an offender and there is a good chance that your rankings have already dropped as a result.
2. Your Content Isn't Shared - If content has value, it stands to reason that it would be shared via social media channels. Following this logic, Google increased the authority of "social signals" in its ranking algorithm. In other words, if your content isn't shared socially, there is a good chance your rank will suffer.
3. Your Content Is Outdated - Is old content still relevant? Sometimes, but in this ever changing, and technologically advancing world, Google assumes that old content is outdated. If you have a static website that is never updated, Google has placed a reduced value on your site and most likely, your rankings have been reduced.
4. Your Content Includes Black Hat SEO Tricks - For years a certain group of search engine marketers called "black hat" SEO's have employed a host of tricks to attempt to artificially achieve rankings for themselves and their clients. Tricks such as hidden text, sneaky redirects, keyword stuffing, duplicate content and a whole host of other techniques have now been targeted and black listed by Google. If you, or a company that you hired has implemented black hat seo strategies on your website, prepare to see your traffic plummet.
Your Remedy
If your website is guilty of one, or multiple of these offenses, you have probably noticed a drop in web traffic, and sales leads. Don't worry. There has been no harm done that cannot be undone with a little work. First you should also sign up for a Google Webmaster Account. It is possible that Google has already tried to notify you of some grievances.
The first 3 offenses are the easiest to cure. All you need to do is start producing timely, relevant, and valuable content. Once you have this content, engage and share it with targeted individuals in social channels that will find value in your content.
This will not be a one and done process. You will need to commit to the consistent production of value base content. The best first step is to add a blog to your website. This addition will give you a forum to spread your message. Once you have this, make a plan for more content. Host webinars, record a video series, produce an e-book, or any other content piece that will add to the value you offer potential customers.
If you find that your website is using black hat SEO, simply creating content will not resolve your problem. First off, if you haven't done so already, sever ties with your black hat seo provider. Next, you will need to find a credible company to not only undo the bad elements, but also to realign your entire site according to Google's guidlines.
