May 14th, 2010 by Nick

In the numerous articles written about search engine optimization, the idea that black hat methods should not be employed is regularly mentioned. Black hat techniques like keyword stuffing are often explained. Sometimes the awkward grey areas between ethical and unethical practice are explored, with the vagueness of some of the search engine rules being commented on. However, the actual consequences of not adhering to the guidelines of the major search engines, and of being caught, do not always receive as much attention.

This gap is sometimes partly filled. For example, some articles and blogs do refer to falling in the search engine results pages. In addition, other writers do refer to cases where sites have been banished from the rankings for the use of black hat SEO. Yet even some of these informative pieces do not provide the kind of specific information which a site owner may wish to know. This is not because of ignorance. It is actually due to the fact that most writing on the net on SEO is trying to convey quite complex ideas in a limited space.

When a site slips down the rankings in a speedy fashion, it may be due to elements of its SEO strategy. For instance, it may have broken one of Google’s rules about cloaking. On occasion, a site is removed from the index entirely. What has happened and what is to be done?

A site may well have been ‘sandboxed.’ Sandboxing is the term used to describe it when a major search engine puts a site in a place without a ranking. The search engine will be assessing the site while it is put in this limbo. Sandboxing can occur while a new site is having its credentials checked out, or it can happen when a search engine has suspected that nefarious practices have been implemented. Waiting is required in this situation.

A site can be included again in the rankings after the problems associated with it have been addressed. For example, an investigation may reveal what has to be done. Once this has been completed, the necessary contact with the search engines can occur. In circumstances like these, the use of specialist SEO services is advisable. It would be worth ensuring that the SEO company doing this work operates to the highest ethical standards so that further disappointment can be avoided.

Sometimes a site suffers from a plunge in the search engine results pages without being sandboxed. Each site’s position in the search engine results pages is due to a number of complicated factors, but a dramatic plunge may have been triggered by problems with the site and its SEO strategy. It is important to use SEO tools to help grapple with the causes of the difficulty. Remedial action can be implemented and communication with Google can then occur.

If the right SEO tactics are performed, the risks of incurring search engine penalties can be minimised. It is crucial for consultants to keep monitoring the changes in the rules of the game, because borderline techniques which are currently considered legitimate could be perceived differently in the future.

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