How to defend yourself from a Google filter?

Google filter

A filter is a penalty imposed on a website for improper optimization practices within the site and unfair link-building practices. Its application results in a decrease in the website's ranking in search engine results pages (SERPs). While it is possible to remove a filter, it requires us to rectify all mistakes and re-verify the website. This is a time-consuming process. Therefore, it is advisable to always adhere to proper SEO rules to eliminate the risk of receiving such a penalty. A ban, which results in the complete removal of the website from the index, is even more severe.

We can never be certain how Google will change its algorithm for evaluating and ranking websites. If we base our SEO efforts solely on links, for example, it may turn out that the search engine will start penalizing sites that rely entirely on link building. Therefore, we move on to one of the most important solutions to the filter problem: diversifying traffic sources. Let's take a closer look at all the methods below.

Diversification of traffic sources

Traffic derived solely from "pure" SEO is highly unpredictable. There is no guarantee that even if we approach SEO correctly, our traffic will continue to grow steadily. It may change in a short time, for example, due to sudden changes in the search engine algorithm. Therefore, it is worth directing traffic to the website from various sources - in other words, diversifying it, for example, from:

social media (not only posts but also advertising campaigns - Meta Ads),

links from other websites,

email marketing,

search engine advertising - PPC (Google Ads),

and organic search results.

Steering clear of shortcuts - understanding the dangers of Black Hat SEO

Black Hat SEO is like the dark side of the Force - it offers a quicker, easier, and more tempting path. However, the practices involved almost certainly result in penalties such as being filtered or banned. Black Hat SEO encompasses keyword stuffing, cloaking (hidden content invisible to the user but detectable by algorithms), link farming (although less common today; this is simply mass purchasing of links to one's website), and content duplication. Such practices are attempts at unfair manipulation and result in penalties from Google.

Creating valuable content and building natural links

A strictly SEO approach. It's worth publishing unique, high-quality content that is useful and interesting to users. Regular updates and adding new content help keep the site attractive to both visitors and search engines. At the same time, avoid buying links and using links from low-quality websites. Instead, it is worth earning links organically by creating valuable content that other websites will want to link to. Remember what we said earlier - don't rely solely on SEO for your entire strategy, and have, for example, an advertising campaign or email marketing in reserve, i.e., diversify traffic.

A site’s technical optimization

A fast-loading website that works well on mobile devices, along with optimized meta tags and no broken links, contributes to a strong technical foundation. This helps search engines index your site more effectively.

Following Google’s webmaster guidelines

It's crucial to stay up-to-date with the latest Google algorithm updates. This way, we won't be caught off guard by any system overhauls. Google informs us about some of its changes, while we learn about others over time by analyzing website performance and identifying the causes of drops or increases. Google provides information about selected algorithm updates here: Google Search Status Dashboard.

Google Search Console

Google Search Console is a fundamental tool that allows us to continuously monitor the health of our website. GSC will indicate whether or not we are performing actions that could result in a penalty. We will also learn if a penalty has been applied to our site. Regular monitoring of the site's condition in GSC will help us stay informed and plan the next steps accordingly.