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01.25.08
The Horror of Search Engine Penalties & Filters
 By
Joe Griffin
There are two words that are guaranteed to strike fear into the heart of any website proprietor: penalties and filters.
They damage rankings and ultimately may result in banishment from the search engines. However, before panic sets in, let us guide you through the basics of penalties and filters.
A penalty is caused by significant violations of a search engine's website guidelines, such as:
- Cloaking (showing one version of a site to search engines and another version to human visitors).
- Hidden text (text not easily read by search engines that can be used to inflate a website’s keywords).
- Linking out to "bad neighborhoods" (i.e. Pills, Porn or Casinos).
- Consistent and abusive negative link building.
Penalties can be issued after a person reviews a website or after it has been crawled and processed by search engines. They result in a website being heavily held back in the rankings, or removed from the search engine's index entirely. A penalty is called a ban when a website is completely removed from a search engine.
To remove a penalty, a site needs to first correct the problem that caused it, then contact the search engine and request a reinclusion. It is important to note penalties are not common for business websites, particularly in Google.
- In Google, this is done through a Webmaster Tools account, which can be set up for free.
- MSN has just created a Webmaster Tools system like Google's.
- Yahoo does not have a defined reinclusion process.
- A filter is caused by passing a search engine's threshold setting for one or more optimization/link building elements, such as:
- Too many keyword mentions on a page's body content (over-optimization).
- Too much keyword blurring between a site's pages.
- Too many links with the same anchor text.
- Too much keyword-rich internal linking (can cause 950 filter).
- Too much link building in a short period of time.
- Too much link building using the same anchor text.
- Link building in bad neighborhoods.
Filters are common. They are issued automatically after the site is crawled and processed by search engines and result in a site being held back in the rankings.
Continue reading this article.
About the Author:
Joe Griffin is the President of SubmitAWebsite.com. Founded in 1997, Submitawebsite, Inc., "The Industry’s Original Submission Company," is a leading provider of search engine marketing services including natural search engine optimization, xml feed syndication, contextual advertising, and search engine advertising/pay-per click management. Submitawebsite, Inc. also offers web design and development, credit card processing, and web hosting.
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