How do Google Penalties Work?

What is a Google Penalty?

When you receive a Google penalty, it can mean one of two things. The first is that your ranking for the keywords you targeted has dropped significantly. The second is that your site is no longer listed on search results at all. At its most basic, it means that your target audience can no longer find you. 

Google penalties can happen to anyone and any website. Sometimes they are simply the result of honest efforts to improve your SEO ranking. However, it is not always easy to get your good ranking back. 

One sign you may have received a penalty is a significant decrease in traffic on individual pages. You may also notice these decreases in regard to certain keywords. Another sign could be that a substantial amount of the pages on your website get de-indexed. At the most extreme, your entire website may become de-indexed.

Types of Google Penalties

There are two different types of Google penalties: manual and algorithmic. Either type of penalty will be the result of an ever-changing algorithm that Google uses to crawl and inspect websites. 20% or less of websites that receive a Google penalty are not due to manual actions.

A manual penalty is one that is actually given by a Google employee. These most commonly come when your website is doing something that violates Google’s Terms of Service. Some examples of these violations are a virus infection, cloaking, redirects, or buying backlinks.

An algorithmic penalty happens without help from a Google employee. These tend to come because of a change to the algorithm that decides how to rank websites depending on relevance and quality of content. Panda, Penguin, and Hummingbird are examples of algorithmic penalties. These may occur when websites have duplicated content, slow loading times, or keyword stuffed their text. These kinds of penalties will generally not take you out of rankings all together, but lower your ranking. This type of penalty can be much harder to detect than manual penalties. They generally require a bit of digging on your part. 

The major difference between the types of penalties is how to deal with them. A manual penalty requires communication directly with Google to resolve it. You will have to explain where the problem came from and identify a resolution in what they call a “Reconsideration Request.”

What Triggers a Google Penalty?

Some of the most common triggers for a penalty are:

• If your website has spyware, adware, or other viruses
• Website has hidden text or links
• Cloaking – displaying a different version of the webpage to the search engine
• Deceptive redirects – when a visitor is automatically brought to another page even when they haven’t clicked anything
• Pages loaded with irrelevant keywords
• Keyword stuffing
• A significant amount of duplicate content

This is a short list of the possible triggers. Anything that a website does in an attempt to fool the search engine or take away from the user experience will be considered a penalty. 

Negative SEO Attacks

Although not extremely common, every business should familiarize themselves with negative SEO attacks. Negative SEO is the practice of using unethical techniques to sabotage a competitor’s search engine rankings. These can take several different forms.

• Hacking your website
• Building spammy links to your website
• Copying your content and putting it all over the internet
• Creating fake social media profiles and harming your online reputation
• Removing quality backlinks to your site

Preventing negative SEO attacks is much easier than trying to fix them after they occur.

Backlinks Profile

The most common negative SEO attacks take the form of harming your link profile. They usually do this by building spammy or low quality links to your site. There are numerous tools available to help you check on your backlink profile. Some of these services require you to manually check on your profile, while others will do it for you. 

Secure Your Website

Improving the security of your website is one of the best things you can do not just to stop negative SEO attacks. If you use WordPress to power your website, there are countless plugins you can add to add security. You should also get into the practice of regularly creating backups of all of your files. 

Google Webmaster Tools

If you haven’t already, you should connect your website to Google Webmaster Tools. From there, you can enable email notifications for all different types of issues. These notifications will alert you if your website is being attacked by malware, your pages are not indexed, your site has server connectivity problems, or you receive a manual penalty.

How to Remedy a Google Penalty

Google Disavow Tool

One of the ways to remedy a Google penalty involves using the Google Disavow Tool. This tool should be used to prevent a Google penalty coming as the result of improper links. If you are using a link building strategy as part of your overall SEO strategy, as part of your overall SEO strategy, you should make yourself familiar with the Google Disavow Tool. Always remember that disavowing a link should always be the last resort. 

You have probably heard that any link leading back to your website is good, but this is not the case. Actually, spammy or low quality links can harm your site’s SEO. Some examples of bad backlinks include websites that are set up purely for links, obvious spam sites, and links in spam-like comments.

Backlinks from websites that do not serve your target country can also be harmful. For example, if you serve the United States, a backlink from a French website will not be helpful. Similarly, backlinks from websites that are unrelated to the industry you are in can be harmful. 

Before you use the Google Disavow Tool to disavow a link, try manually requesting the link be removed. This can be done by emailing the owner of the website. Almost every website should have some kind of contact information either at the very bottom of the site or on a contact page. You could also try reaching out via social media or commenting on one of their posts. If none of these strategies work, then you can disavow the link. A link audit will be essential if you have a lot of links coming to your site. This can be a pretty involved process, so consider hiring an SEO firm to assist you.

Manual Penalty Fixes

Fixing a manual penalty is much easier than an algorithmic penalty. Most of these can be fixed through some simple work of your own. Only 10% or less of website owners who receive a manual penalty submit a reconsideration request.

If you were penalized for having thin content, you will need to add more relevant content to your website. You should also attempt to improve the user experience on your website.

Cloaking, or sneaky redirects, may be something that you don’t intentionally do. Google Webmaster Tools can help you fix this. Use the “Fetch as Google” tool to show you what Google’s robots are seeing when they crawl your website. They should be seeing the same thing that regular users are. 

Penalties for hidden text or keyword stuffing are somewhat common. To fix a hidden text penalty, you should check your page’s source code to make sure no keywords are hiding in there. If you have content on your site that utilizes keyword stuffing, simply tweak the content to take out some of those excessive keywords. Instead of writing with the intention of including keywords, write with the intention of informing your audience.

Reconsideration Request

After you have remedied the issue that caused the manual penalty, you need to submit a reconsideration request. Submitting the request to Google’s web spam team lets them know that you have fixed the problem and believe the penalty should be lifted. There is no specific way you should write your reconsideration request, however there are some things to include to increase your chances of removing the penalty.

You should always be honest about what caused the penalty. If it was the result of mistakes you made in the past, own up to it. If the problems were caused by actions an old SEO company or employee made, let them know this too.

You should also document the work you did to fix the mistake. Be as meticulous as possible. Create a document that shows all of the individual steps you have taken and will continue to take to clean up your website.

Finally, you should also make sure to demonstrate your understanding of the problem. Let them know that you now understand what caused the problem. Reiterate that you will continue to work on being compliant with Google’s updates as they happen.

Keep in mind that it is pretty common for your first reconsideration request to be rejected. This occurs when you fail to show Google that you have done your best to fix the problem. That is why you should always take the ample amount of time to fix the problem before you submit the request.

Frequently Asked Questions About Google Penalties

How do I know if my website has received a Google penalty?

Several warning signs can indicate your website has received a Google penalty. The most obvious indicator is a sudden, significant drop in organic search traffic that doesn’t correlate with seasonal trends or website changes. For manual penalties, Google will send a notification through Google Search Console (formerly Webmaster Tools) with details about the violation.

For algorithmic penalties, you’ll need to investigate traffic patterns—look for sharp declines that coincide with known Google algorithm updates like Panda or Penguin. Other signs include specific pages no longer appearing in search results, ranking drops for previously well-performing keywords, or your site disappearing from search results for your brand name.

Check your indexation status in Search Console—a substantial decrease in indexed pages can signal a penalty. At SEO Design Chicago, we use specialized tools to perform comprehensive penalty assessments that analyze traffic patterns, backlink profiles, and on-page factors to identify the exact nature of penalties affecting your site.

What’s the difference between manual and algorithmic Google penalties?

Manual and algorithmic penalties differ in how they’re applied and resolved. Manual penalties are issued by actual Google reviewers who have determined your site violates Google’s Webmaster Guidelines. These violations are specifically flagged in Google Search Console with messages detailing the issue, such as “unnatural links to your site” or “thin content.”

Manual penalties require a formal reconsideration request after fixing the problems. In contrast, algorithmic penalties occur automatically when Google’s algorithms (like Panda, Penguin, or core updates) identify quality issues with your site. These penalties don’t come with notifications or explanations and are typically resolved by addressing underlying quality issues and waiting for Google to recrawl your site.

The recovery timeline also differs—manual penalties can be lifted within weeks after a successful reconsideration request, while algorithmic penalties might take months to recover from as Google needs to recognize your improvements during regular algorithm refreshes or site recrawling.

How long does it take to recover from a Google penalty?

Recovery time from a Google penalty varies significantly based on several factors. For manual penalties, once you’ve thoroughly addressed the issues and submitted a reconsideration request, you might see recovery within 2-4 weeks if Google approves your first submission.

However, it’s common for initial reconsideration requests to be rejected, extending the timeline to 2-3 months or longer. For algorithmic penalties, recovery depends on the nature of the issue, the scale of required changes, and Google’s algorithm refresh cycles. Minor issues might recover within 1-2 months, while major problems could take 6-12 months for full recovery. Sites with longstanding violations typically take longer to recover as Google’s trust must be rebuilt gradually.

The recovery timeline also depends on your site’s crawl frequency—larger, more frequently crawled sites may see faster recovery once issues are fixed. At SEO Design Chicago, we’ve found that comprehensive remediation approaches that address both the symptoms and root causes of penalties lead to more sustainable recoveries, even if they sometimes take slightly longer to implement.

Can competitors deliberately harm my site’s rankings with negative SEO?

Yes, competitors can attempt to harm your rankings through negative SEO tactics, though Google has improved its defenses against such attacks. The most common negative SEO approach involves building toxic backlinks to your website—spammy, low-quality links that make your backlink profile appear manipulative.

Other negative SEO tactics include scraping and republishing your content across the web (creating duplicate content issues), hacking your site to inject malicious code or hidden links, generating fake negative reviews, or creating fake social profiles to damage your online reputation. To protect your site, regularly monitor your backlink profile using tools like Google Search Console, Ahrefs, or SEMrush to identify suspicious link patterns.

Secure your website with strong passwords, regular updates, and security plugins if using WordPress. Enable Google Search Console notifications to alert you to potential security or manual action issues. If you discover suspicious activity, document everything before taking action, whether that means disavowing toxic backlinks, filing DMCA complaints for stolen content, or addressing security vulnerabilities.

What types of backlinks are most likely to trigger Google penalties?

The backlinks most likely to trigger Google penalties share characteristics that signal manipulation rather than editorial endorsement. Links from obvious link schemes or networks created solely for SEO purposes pose high risk, as do links from sites with no topical relevance to yours (such as gambling sites linking to a daycare center). Acquiring numerous links with identical anchor text, especially if they’re exact-match keywords rather than natural language or brand mentions, appears manipulative. Links from low-quality directories, forum profiles, blog comments, or article directories that accept any content without editorial oversight are particularly problematic.

Paid links without proper sponsorship disclosure violate Google’s guidelines, as do excessive reciprocal link exchanges (“you link to me, I’ll link to you”). Private Blog Networks (PBNs) designed to manipulate rankings are heavily penalized when discovered. Links with suspicious patterns like rapid acquisition of hundreds of links in a short timeframe may trigger algorithmic filters. At SEO Design Chicago, we help businesses audit their backlink profiles to identify these toxic links before they trigger penalties and develop natural link building strategies that focus on earning links through valuable content and genuine relationship building.

How do I properly use the Google Disavow Tool?

The Google Disavow Tool should be used cautiously and as a last resort when dealing with problematic backlinks. Before using it, first attempt to remove harmful links directly by contacting webmasters with polite removal requests—document these attempts for your records.

If direct removal fails, prepare your disavow file by conducting a comprehensive backlink audit. Use tools like Google Search Console, Ahrefs, SEMrush, or Moz to export your complete backlink profile, then analyze links for quality issues. Clearly toxic links include those from link farms, irrelevant foreign domains, sites with excessive ads or little content, and pages with no topical relevance to yours. Create a text file (.txt) listing domains or URLs to disavow, following Google’s required format (use domain: prefix for entire domains).

Submit this file through Google’s Disavow Links Tool in Search Console. After submission, continue monitoring your backlink profile regularly—the disavow file tells Google to ignore these links, but doesn’t remove them. For complex situations or large-scale toxic link problems, consider working with an experienced SEO agency like SEO Design Chicago to ensure proper identification of truly problematic links and correct implementation of the disavow process.

What should I include in a Google reconsideration request?

A successful Google reconsideration request requires transparency, thoroughness, and a clear demonstration that you understand and have resolved the issues. Begin with a professional, concise introduction acknowledging the specific manual action received. Take full responsibility for the violations, even if they were caused by previous SEO vendors or staff—Google wants accountability, not excuses. Provide a detailed explanation of exactly what happened, being completely honest about past SEO practices that violated guidelines.

Document your remediation efforts comprehensively—for link penalties, include spreadsheets showing removed or disavowed links; for content issues, detail the specific changes made. Explain the preventative measures you’ve implemented to ensure future compliance, such as new content guidelines, link building policies, or staff training.

Conclude with a sincere commitment to following Google’s guidelines moving forward. Keep your request professional and factual—avoid emotional appeals or complaints about the penalty’s impact on your business. At SEO Design Chicago, we’ve found that successful reconsideration requests typically include substantial evidence of thorough cleanup efforts and clear documentation of process changes to prevent future violations.

How can I prevent Google penalties in the future?

Preventing future Google penalties requires implementing sustainable SEO practices and regular monitoring systems. Start by thoroughly understanding Google’s Webmaster Guidelines and quality standards—familiarize yourself with what constitutes manipulative practices and avoid them.

Develop and document clear SEO policies for your team or agencies that emphasize quality over quick results. For content, focus on creating substantial, original material that genuinely serves user needs rather than keyword-stuffed pages designed purely for rankings. Implement a content audit schedule to regularly review and improve or remove underperforming pages. For link building, emphasize earning links naturally through valuable content, relationships, and genuine outreach rather than purchasing links or participating in link schemes. Regularly monitor your backlink profile for suspicious patterns and disavow toxic links promptly.

Use Google Search Console to receive notifications of manual actions or technical issues, and set up regular analytics reviews to catch traffic drops that might indicate algorithmic penalties. Consider periodic SEO audits by qualified professionals who can identify potential issues before they trigger penalties. By focusing on providing genuine value to users rather than manipulating search rankings, you’ll build a sustainable website that remains penalty-resistant through Google’s evolving algorithms.