Google’s main interest in off-page SEO is in penalizing sites for not posting appropriate link profiles (check this Google Analytics website traffic and start getting all the ins). Off-page SEO refers to techniques like:
- Link building
In order to comply with Google’s guidelines, some of these practices must go, and others can be carried over to the site you’re optimizing for in order to comply.
You will only be penalized for not submitting one of the following off-page SEO practices:
- Page scraping
Only these 5 types of off-page SEO practices will trigger penalty to your site:
Compiling: Compiling is a practice where you download the page to another site or hosting provider. You can be penalized by Google if you are not submitting the latest version of the page, or the site you choose to load it from is controlled by Google.
Crushing: When Google penalizes sites that post a large number of links back to themselves, this can mean you’re penalized for creating pages that are made by a publisher, rather than the site you’re optimizing.
Page Scraping: Search engines like to check a lot of things when checking the legitimacy of a site: Who is behind the site? What is the content written by them? Can they keep track of their content? Are they following best practices in SEO? Can you tell who the site is owned by? If you post a link to another site and it violates your site’s content policies, this could be a potential trigger.
Link Building: How do you get your site’s traffic? You need to have links and sources to get your site that traffic. Google is most concerned with link profile manipulation; that is, links to irrelevant pages and areas of a site that bring no value to a search engine.
In order to make sure Google doesn’t have an advantage over you by penalizing your site, it will show you what will count as a legitimate link. In addition, you will be given some ideas on how you can make sure your links are in good standing and bring value to your site.
Once you’ve assessed your site’s link profile and determined what has brought in traffic, it’s time to fix it. You’ll need to perform a comprehensive and thorough audit of your site’s link profile.
SEO audits take place in three phases.
In this phase, you’ll identify what are the most valuable and timely links pointing to your site, and pull them down. You can also pull back to the point where you became the owner of the link, like through a sharing/plugging technique.
There are a few different ways you can address a page’s search engine ranking and ultimately prevent it from being penalized. If the Page or Pages you have scrubbed have more than a few pages which you can clean, go ahead and do it. In addition, de-indexing a page is a good practice, but since Google doesn’t de-index high-powered pages, you’ll have to go to the second step.