14In order to reach far in digital marketing, pursuing an aggressive SEO strategy is the most important. An effective SEO is needed to increase your website’s visibility through which a greater amount of web traffic is diverted to your site, resulting in higher conversions and sales revenue growth. However, achieving a high search engine ranking is not as straightforward as it once used to be thanks to the revision of Google’s SEO algorithms and the addition of new guidelines and best practices.

As a result, many firms, knowingly or unknowingly, fall victim to Google’s new SEO policy and get penalized in the process. Once this happens, all brand building activities and customer relationship management goals can cease. For this reason, firms should know what a Google penalty is and some of the ways through which they can recover their reduced rankings.

What is Google penalty and recovery?

A Google penalty is when a firm’s website is penalized for failing to update its SEO practices as a result of an algorithm update or due to an intended use of black-hat SEO methods, such as spamming. The impact of a Google penalty results in a fall in organic search engine rankings that can have a devastating impact on the firm’s capacity to draw large web traffic and achieve high conversion rates. A Google penalty recovery is the process and the use of tools to rid a website from such penalties.

Google penalties are of various types, and it is crucial for firms to know so they make take the appropriate measures and best practices to avoid getting penalized.

What causes a Google penalty?

There are a wide range of reasons why your site may get penalized. The following are a few.

Too many low quality link sources

This is where you website has a plethora of links that point to spam or low quality websites. It is perfectly possible for any site to contain links to such websites, but if these exceed beyond 75 percent of your entire page, then you will get penalized.

Too many irrelevant link sources

You can also get penalized if your website has too many links that are irrelevant to your content or keywords. This is important as relevancy is a key component of SEO. Although the exact percentage is not known, if more than quarter of your website has such links, you can expect a Google penalty.

Over optimization of keywords

Over optimizing your keywords used to work, but not anymore. If your web content contains the same keywords more than 3 times per every 500 words, it can seriously impact your SEO effectiveness.

How to recover from a Google Penalty?

A range of tools are available that you can use to rid yourself from a Google penalty. One of these is the Fetch as Google tool of Google Webmaster Tools. This essentially allows you to perform an audit of your website and pinpoint the errors that need to be corrected. Other tools that you can use are Copyscape, Ahrefs, and Majestic SEO. Once you have identified the errors, you can begin to recover the penalty.