Afraid you’ll get a sanction from Google’s algorithm? You’re not the only one. Google has clearly explained its main objective: to offer users the best possible search experience.

Google penalties

In order to achieve its goal, Google continually updates its algorithm to improve its classification of web pages and show users results sorted by quality and content.
In recent years, Google has implemented, among others, the following filters :

  • Google Panda
  • Google Penguin
  • Google Hummingbird
  • Mobilegeddon, or mobile compatibility

As a result of these updates, many websites have been penalized – some have lost traffic, others have simply disappeared. So you have every reason to fear that Google updates will penalize your site.
We therefore offer you some advice that could be useful to you. Although there are no foolproof techniques to avoid punishment, these tips have been selected from Google’s recommendations.

Link-Farming in a few words

Link farming was a technique widely used by black hat marketers until recently. In order to increase the value of a target site (measured approximately by Moz’s DA or Ahrefs’ PR, for example) and thus its positioning, one would generate a large quantity of low quality incoming links and spam, often automatically. Not only do these backlinks no longer have any value in the eyes of Google and other search engines but you will even be penalized if you get them.
The technique is still sometimes used in PBNs. This time, black hat web marketers build a network of sites and blogs, which they boost with link farming, and from which links to the site they want to position in search engines are inserted. By using link farming on the network sites, and not directly on the main site, they hope to avoid penalties. However, while PBNs transmit authority, they also transmit penalties. The technique is therefore not recommended.
In order to avoid a Google penalty, you need to focus your campaigns on acquiring high-quality backlinks and get them naturally. What is a quality link? Well it is an incoming link from a site that is not penalized by Google, that has strong authority and is conceptually relevant to your industry.

Focus on the BIA

What is the RDA? The LDR, or “Linking Domain Relevancy”, means that the links your site receives must come from relevant domains. If Google used to use the Page Rank (PR) of a website to calculate the importance to give to an incoming link, now the LDR is a more important factor. So, in order to avoid that your site is penalized, it is important that the majority of your backlinks come from relevant domains. Attention this does not mean that you can afford not to be attentive to your other links. In addition to domain -> domain relevance, Google analyzes domain -> page, page -> page and finally link -> page relevance.
Whenever you are about to create a link, ask yourself this question: “Is the domain, the page or, at a minimum, the link relevant to my industry, my service, my product? Thus, a hotel in Saint Malo will have little interest in obtaining an incoming link from a domain associated with cat food. If in addition it is a link from a Whiskas page and includes on an anchor of type’your name’ or’view site’, the interest will be even lower and the risk greater. And if your site has a large number of backlinks of this type you are very likely to be penalized. The Google Penguin update now specifically targets all these sites with irrelevant links.

Diversify the anchor of your external links

Diversifying the anchors of your incoming links is another very important aspect that you must take into account if you want to avoid Google sanctions. Unfortunately, most bloggers and site owners don’t pay enough attention to the anchors of their links.
The rule to follow is relatively simple: your anchors must be diversified, it is important not to have only generalist anchors nor, conversely, to over-optimize them. If you are starting to generate incoming links, it is important to know that the majority of websites have a very similar proportion of optimized and non-optimized links. If your site’s profile differs significantly from this average, you will attract Google’s attention, and potentially you will attract its wrath. Let’s see a concrete example with, a site on nutrition and weight management for which I recently worked. Ideally, your anchors should be distributed in the following proportions:

  • About 30% of anchors should be based on your brand, namely Health Wisdom.
  • About 10% should consist of the full URL, i.e. with https at the top.
  • About 10% should be composed of the domain name, namely

3-5% of anchors should use generic keywords, such as “website”, “this article”, “here”, “click here”, etc.
The remaining 50% can be composed of exact keywords such as “dietician”, “nutritionist”, “slimming diet”, and partial keywords such as “how to lose weight without diet”, “or find a plan to rebalance your diet”, etc.
It is true that there is no magic formula to diversify your anchors but by trying, as much as possible, to follow the scheme above you should avoid being penalized. You can also study the profile of your competitors, using tools such as Ahrefs, to make sure of the average in your sector.

Produce Quality Content

Incoming links and high quality content generation are two essential elements to reach top positions in SERPs. And just as backlinks can be a penalty, so can your content.the Internet is now full of countless sites and pages, covering every topic imaginable. However, only the top 10 websites are positioned on the first page of search results, the others are buried where no one will look for them, and as time goes by, Google’s algorithm becomes more powerful and intelligent, so there is no need to publish content that Google already has. You must offer the richest and most complete content possible. Google increasingly places pages with at least 1500 words in the top positions, so you can no longer afford to publish to publish, write content of less than 400 words and offer information already accessible on other sites. If you do, at best Google will ignore you, at worst you will be penalized. The content must be original, complete and of interest to your readers. If you publish low quality content you could be penalized, but even if your content is of good quality you are not safe. Some malicious sites are on the lookout for your content and will immediately scrape it. Although Google is usually able to tell who published the information first, this is not always the case. You may be penalized for duplicate content. To protect yourself, consider visiting or and, in case of a problem, notify Google immediately via the Search Console.

Avoid False Indicators On Social Networks

Here’s another suggestion: avoid fake members on social networks. It is possible to buy Facebook fans and Twitter subscribers for not very expensive. However, this is not a good idea. Once again, just like Google penalizes sites that are not natural, it also penalizes websites with fake members on social networks.for example, if your profile has 60.For Google, social networks do not have a direct impact on the positioning of your site unless the search engine has great confidence in the meaning of the signals. So if you have real active members, Google may decide to better position your site. Conversely, if the signals point to an attempt at manipulation, your site could be penalized.

Many sites and blogs are penalized because of their inbound link profiles, from farms with links, from irrelevant domains or because of their poor content. So pay attention to these aspects.

Avoiding being penalized by Google may seem a relatively complicated task but if you play by the rules – not always clear, we agree – and you do not engage in proscribed techniques, you are going in the right direction and it is unlikely that Google will penalize your site… unless it is attacked by a competitor, the so-called “negative SEO” !