If It’s Not Best Practice, Then Why Does It Work? The Complex World of Google’s Guidelines
It’s no secret that some websites seem to defy the odds by using tactics that clearly go against Google’s best practices—and yet, they still manage to rank. So, what’s the catch?
Thing is, while these non-best practice tactics might deliver results in the short term, they come with significant risks that could have long-lasting, negative effects on your site’s visibility and credibility. Let’s take a closer look at why these tactics sometimes work, the potential risks they pose, and why sticking to best practices is the smarter choice in the long run.
Bad SEO Tactics.. That Often Work
Here are some common non-best practice tactics that are surprisingly still in use today and…often work.
Keyword Stuffing: Tale as old as time. This involves cramming as many keywords as possible into your content, often at the expense of readability. While keyword stuffing was once a popular method to signal relevance to search engines, it’s now widely recognized as a spammy tactic that can harm the user experience.
Buying Links on Dodgy Sites: Backlinks are still a major factor in Google’s ranking algorithm, but not all links are created equal. Some sites resort to buying links from low-quality, spammy sites in an attempt to boost their authority quickly. To be honest, this does tend to work in the short term, but that same investment could be spent on building relevant links with great content, that wont put you in the firing line next time Google update their algorithms.
Mass-Produced Low-Quality Content: With the rise of AI-generated content, it’s easier than ever to churn out large volumes of content. However, quantity doesn’t trump quality in Google’s eyes, as many of these sites learnt earlier this year. Mass-produced, low-quality content might help you populate your site with keywords, but it often fails to engage users or provide real value. Yes, you might rank at the top and see a boost in traffic, but are these visitors converting? Probably not.
If these tactics are frowned upon by Google, why do they still work?
Much to the frustration of many SEOs and website owners, there will sometimes be sites ranking above yours with shockingly bad content, a dodgy backlink profile and terrible user experience. Even though Google’s algorithms are designed to deliver “the most relevant, high-quality results to users”, the sheer complexity of these algorithms means that some non-best practice tactics can slip through the cracks, at least temporarily. The algorithms are smart, but not that smart.
For instance, keyword stuffing might work briefly if Google’s algorithm hasn’t yet recognized the content as low-quality. Similarly, purchasing backlinks from dubious sites can provide a short-term boost because the algorithm might initially register the increased link volume as a sign of credibility.
However, Google’s algorithms are constantly evolving, and they’re becoming increasingly sophisticated at identifying and penalizing these tactics. When caught, the penalties can be really really bad, ranging from a drop in rankings to a complete removal from search results. A recent Google update shook the rankings of many site using these techniques, and Google even manually delisted some of the worst offenders.
The Risk of Penalties: A Gamble That’s Hard to Recover From
The primary issue with relying on non-best practice tactics is the risk of penalties. Google has made it clear that it actively penalizes sites that engage in manipulative practices, and recovering from these penalties can be incredibly challenging.
For example, if your site is penalized for buying links, you might find your rankings plummet overnight. And unlike the temporary gains from black hat SEO tactics, these penalties can have long-term consequences. It can take months, or even years, to recover the lost traffic and trust. Not to mention the expense.
Balancing Non-Best Practices with Best Practices: Why It’s Not Worth the Risk
Given the risks, why do some brands still dabble in these tactics? The answer lies in the allure of quick results. But while it might be tempting to cut corners, the reality is that these shortcuts often lead to long-term setbacks.
Instead, focusing on best practices (often these are just common sense) offers a more sustainable path to success. Best practices involve strategies like creating high-quality, user-focused content, earning links naturally through great content, and optimizing your site for a better user experience. These methods might take longer to show results, but they’re built on a solid foundation that won’t crumble when Google updates its algorithms.
For instance, instead of keyword stuffing, you can optimize your content by naturally incorporating relevant keywords while prioritizing readability and value. Rather than buying links, focus on earning them through genuine outreach and high-quality content that others want to link to.
While non-best practice SEO tactics might seem appealing for their quick wins, they come with significant risks that can jeopardize your site’s long-term success. Google’s (and other popular search engines engines) algorithms are designed to reward sites that follow best practices, and the penalties for breaking the rules can be costly.
By investing in sustainable, white hat SEO strategies, you not only build a stronger, more resilient online presence but also ensure that your efforts will continue to pay off in the long run.
