Google publishes Search Essentials (its basic requirements) and spam policies (what is not allowed). A good SEO freelancer knows both, and also knows the many myths that waste clients' money.
Things Google's spam policies forbid
- Keyword stuffing: filling a page with the same words to manipulate rankings.
- Hidden text and links: text in the same colour as the background, or hidden off-screen, meant for search engines only.
- Cloaking: showing search engines different content from what visitors see.
- Link spam: buying or selling links for ranking, excessive link exchanges, or automated links.
- Scaled content abuse: producing many pages mainly to manipulate rankings, without real value for users, whether made by people, automation or AI.
- Scraping: copying other websites' content without adding value.
- Doorway pages: many near-identical pages made only to rank for slightly different searches.
- Fake reviews and misleading information, including in local listings.
Breaking these rules can cause a site to rank lower or be removed. In serious cases Google can apply a manual action, which appears in Search Console.
Common myths (from Google's own guidance)
Google's SEO Starter Guide lists several things that matter less than many people think:
- Meta keywords tag: Google Search does not use it.
- Keywords in the domain name or URL: they have little ranking effect. Choose a domain name for your brand and customers.
- Word count: there is no magic minimum or maximum. A page should be as long as it needs to be to be helpful.
- Number or order of headings: there is no "perfect" number. Use headings to make the page clear for readers.
- "Duplicate content penalty": having the same content on several URLs on your own site is inefficient, but it is not a penalty in itself. (Copying other sites' content is a different problem.)
- E-E-A-T as a direct ranking factor: the guide says it is not one. (You will learn what E-E-A-T means in Module 3.)
Be careful with SEO "hacks"
You will see videos and posts promising secret tricks. Before using any tactic, ask:
- Does it make the site better for real visitors?
- Would I be comfortable explaining it to Google or to the client?
- Does it follow Google's published guidance?
If the answer to any question is no, do not use it.
Stay up to date
Search changes constantly, including new AI features in search results. Follow Google's official sources for site owners, such as the Search Central documentation and blog, and treat rumours carefully until they are confirmed.
Practice task (10 min)
- Open Google Search Central and find the "spam policies" page.
- Write three tactics it forbids in your own words.
- Find one SEO "tip" online and judge it with the three questions from this lesson.
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