The SEO market is changing, and Google keeps evolving. This can be a great thing if you are savvy and know how to adjust to it. I have been in this business for years now and have seen this evolution take place many times before. My job as a consultant is to help businesses adapt their strategies so they don’t fall behind their competition or get penalized by Google updates and penalties (which happen all the time).

Low Quality Content

Low quality content is penalized by Google. Low quality content can be described as any of the following:

  • Not relevant to the user. If your website has low quality content, it’s not going to be helpful for the user, and Google knows that. The more relevant your website is, the higher it ranks on search engines like Google. In other words: if you’re writing about something that isn’t even related to what people are searching for (and getting results for), you’re not going to rank well in search results. This includes stuff like writing about things that aren’t even related at all (i.e., “How To Make Chocolate Out Of Dirt”).
  • Not helpful or useful information. Once again, this goes back to relevancy—if you’re writing something that doesn’t help anyone out with anything they need or want answered right now (like how long does it take before I see results from my diet? Or how do I delete my Facebook account?) then Google probably won’t care about ranking those pages very highly either.”

Black Hat Techniques

You might be wondering why black hat techniques are banned by Google. In short, they are unethical and not sustainable.

Black hat techniques are one-time fixes that only work for short periods of time before being discovered and penalized by Google. They may seem like they’re getting results quickly but these techniques come with serious consequences: if you use them you can potentially get your site demoted in rankings or even deindexed permanently.

Slow Mobile Experience

In 2019, there’s no doubt that mobile is the most important platform for your website experience. It’s where people are spending most of their time and where Google is rewarding sites that provide a great user experience on mobile devices. With this in mind, it’s important to ensure your website is performing well on mobiles. In fact, Google has made it clear that they want to reward sites with fast page speed scores (which indicates how quickly your site loads) in their search results — especially on mobile devices:

  • “As part of our efforts to provide better user experiences across all devices and platforms, we’re evolving as a webmaster focused on providing users with faster load times for pages and apps.”

Having a fast loading mobile site has been shown to have a positive impact on your search engine rankings and conversions.

Not Using Social Media

Not using social media is a big mistake for many businesses, because it’s a great way to get your content in front of people, build relationships, get feedback and more traffic. It’s one of the most effective ways to build an audience and are an affordable option for small businesses that don’t have the budget for paid advertising or SEO experts on hand.

It’s also one of the easiest ways to generate leads, but if you don’t know how to leverage social media effectively, then it can feel like a waste of time.

Keyword Stuffing

One of the worst things you can do as an SEO is keyword stuffing. When you repeat a keyword over and over again on a single page, it looks like spam to Google and the algorithm penalizes you for it. Your content will be de-indexed from search engines if they catch you doing this.

Not only is this practice not good for your website, but it’s also not good for your readers: they don’t want to read content that feels like an advertisement or sales pitch because they came looking for information! If they wanted to buy something or subscribe to something, they would have done so already; they came because they were interested in what you had to say about [topic].

If your goal is to attract organic traffic through natural searches by having quality content on your site (and who isn’t?), then avoid these black hat tactics at all costs!

Google Updates

Google Updates are an important part of SEO. Google constantly updates their algorithms to ensure that the best content is presented to users, and that low quality sites are penalized. When a new update rolls out, there’s a period of time when it’s not clear how bad (or good) it will be for your site’s rankings.

In this section we’ll explore what happens when a Google Update rolls out and how you can prepare for these changes so that your site does not get caught in the crossfire!

Only quality, relevant content will be rewarded.

Quality, relevant content is the only kind of content that will be rewarded by search engines in the future.

Search engines are rewarding websites with great content. This means that you have to create high-quality, thorough, and engaging pieces of writing if you want your site to be seen by Google and other search engines. That also means that you can no longer just slap up some keyword-stuffed copy from your SEO company without thinking about how it fits into the big picture of your site—forget about those days! If you don’t know what good-quality writing looks like on a website, ask yourself these questions:

  • Is this easy for me to read? Do I understand what’s being said?
  • Is it well written? Does this person know how to use grammar properly? Are there spelling errors or typos?
  • Is there enough substance here? Does this article offer anything new that hasn’t been covered elsewhere online already (especially if it’s related)? Do they get their facts straight before presenting them as facts themselves (i.e., avoiding any “fake news” situations)? When they talk about something controversial like politics, do they discuss both sides equally so readers won’t feel one way or another based on their own political beliefs rather than objective truthfulness; does this writer leave out any information which might sway readers one way or another because it’s not directly relevant


There are many factors that go into a successful SEO strategy, including identifying the right keywords and writing high quality content. While algorithms change over time, there are some core principles for success that never go out of style.