In case you?re brand new to SEO, here?s the short version of what penalties are:
If you violate Google?s guidelines (and get caught), Google will slap your site with a penalty so that all your search engine rankings decline dramatically (often 50+ spots each).
Despite your best efforts to comply with Google?s guidelines and recommendations, you may still get hit with a penalty.
Some penalties can be caused by factors completely out of your control such as negative SEO attacks.
Regardless of what triggered the penalty, and whether it?s for a personal site or a client?s, you need to be able to diagnose what caused it and fix it. In most cases, you can get almost all of your search traffic back in the short-term.
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