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Google has three sets of Guidelines that are there to ensure webmasters follow the rules, and therefore don't fall prey to any kind of penalisation which can be very detrimental seeing as Google is by far the most important search engine. We cover Google's Quality Guidelines here because they are must read for anyone looking Search Engine Optimisation. They cover forms of manipulative techniques (sometimes known as 'Blackhat SEO') to obtain a search engine ranking, and anything else that may be detrimental to a user when searching. What should I be most aware of?The key to building and optimising a website for Google is to get out of the mindset of trying to learn all of the 'tricks' and think more about what a user would want. Your website's content should be useful and relevant for the user at all times. After all, why have a high ranking website when it can't convert visitors into actual sales? Blackhat SEO tricks such as stuffing pages with lots of keywords, or creating duplicate websites just for the sake links are things that Google clamps down on, and will result in penalisation. You can stay informed on techniques you should avoid by reading the 'What is Blackhat SEO' article. To take a look all of the Guidelines, visit the dedicated page. Why should I listen to the Quality Guidelines?Many websites get away with Blackhat SEO techniques and perhaps rightfully, if you they gaining success, you will feel they are gaining an unfair advantage. It is important to remember that Google will not be outwitted forever, and especially so now people can report abuse through the Google Webmasters system. The reporting facility should be an added incentive to optimise the right way too, seeing as if you can report others, they can report you too! I've been penalised, what can I do?First, of all, you may not have been. Obtaining a good ranking, when done right, can take a while. You should be optimising your website is a natural way by following the Quality Guidelines. Generate useful content, design your website well and make it easy to navigate. Getting a load of links from directories is not the basis of SEO, so if you're not sure on what you should be doing familiarise yourself with the Ultimate SEO Guide! If you have a new website based on a fairly new domain name, you also may have been held back by the sandbox effect. If you still think you've been genuinely penalised, it should be obvious that the first thing to do is to sort these issues first! In some cases, your website may have been hacked which caused the original penalisation, so ensure web server security is enhanced to ensure it won't happen again. In order to request reconsideration you'll need to sign up to Google Webmasters, then you can use the reconsideration tool. Do other search engines have guidelines?Yes, and they are all fairly similar. As you'd expect, none endorse Blackhat SEO techniques either so generally if you adhere to Google's Quality Guidelines, you will be safe across all search engines.
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