Upcoming Google Changes and Their Influence on Your Website


There’s been a lot of talk recently about Google’s intended changes. Some people agree with them, some people don’t. I’m not going to discuss here if I think the changes are right or not. Instead, I’ll try to show you how to be in a win-win situation when these changes will finally be introduced.

The changes, or rather, improvements, are connected with all SEO factors. There are many websites with ‘poor’ content that have been optimized (often using ‘black hat’ SEO tactics) for some time and have already achieved some good results. On the other hand, there are websites with really valuable content that cannot cut through the less valuable websites. So, Google’s main goal is to penalize the ‘bad’ websites for ‘over-optimization.’ Yes, you heard right – OVER-optimization.

But how is this going to be done? How is Google going to recognize the ‘good’ websites from the ‘bad’ ones?

And what exactly is over-optimization and how can you avoid being penalized by Google? 

In simple terms, your website may be
over-optimized if you:

  • Stuff your content, titles, and anchor text with keywords
  • Write your content for search engines only, not for people
  • Use the same anchor text for all links
  • Overuse link exchanges
  • Acquire/buy links from so-called ‘link farms.’

If you practice the above things on your website, it may get penalized (de-indexed) by Google. To avoid this, you may still ‘repair’ the mistakes you’ve made.

Also, take into account that many tactics or strategies that were considered right before may no longer be useful, or even worse – they may hurt your website’s rankings.

Things you should focus on to raise the value of your website and avoid getting penalized:

The first and most important thing to work on is your content. The better your content is, the more readers you have. And the more readers you have, the number of leads rises as well. And what follows is more work and money. Good and valuable content will also make people link to you so now you can forget about acquiring or buying links from ‘link distributors.’

Remember also that updating your website often means that it contains relevant information. That’s why you should write updates regularly.

However, don’t exaggerate with the number of keywords. Let’s stick to 2-3% of keywords per page, and no more. You should write for people, not search engines so place your keywords reasonably.

To attract the reader’s attention, write trustworthy, interesting content that is worth sharing with others and worth coming back to.

Also, use only one H1 tag on your page to highlight the headline. If you have more important things you’d like to underline, use H2, H3, etc.

Good quality content rises the quality of your whole website. So take care of what you write because this is what matters the most.

The other thing you may want to focus on would be the title of your page. It has to read well so don’t repeat your keywords in it. Make it look natural. You should include the name of your business in the title, the city you serve in, as well as your services or products. There’s no need to repeat one thing again and again. Don’t be manipulative.

It would also be good if you vary your keywords in an anchor text. Don’t link to your pages using identical anchor text. It’ll look ‘spammy’ and qualifies you to be penalized. Repeated and identical anchor text in links alerts Google to the fact that you build your links in an unnatural way. That’s why you should vary the internal links.

Also, take a look at your webpage footer. Are there links containing keywords only that don’t link to valuable sites? Remove them. It looks very unnatural. People and search engines alike don’t care for it.

There’s also another very important issue to take care of: backlinks. Don’t try to acquire links from ‘link farms’ or other ‘suspicious’ websites. It’s not worth spending time on it and it’s really time-consuming. It’s better to spend this time on something valuable.

Also avoid reciprocal links, especially to websites that qualify to be penalized for over-optimization. This may diminish the quality of your website as well and may put you on the list of websites to penalize.


As you can see, the most important issue now is that your website’s content is genuine (actually, it was always important but now you should pay more attention to it). The websites that are created for search engines only, with lots of nonsense content full of keywords, are not valuable for either people or search engines.

The Google changes haven’t been introduced yet, but it’s better to start improving your website or correcting the mistakes now. You don’t want to be surprised that your website no longer appears in the search results because you used unfair tactics, do you? Of course not! So be sure to spend this time wisely.

About Magda Gawlik Tomal

Magda is the Founder of WPSEOshop.com which offers Search Engine Optimization services for WordPress. She helps small businesses to promote online.


  1. Thanks for sharing these useful knowledge about ” Over -Optimization” It would be fruitful for all Search Engine Optimizers..


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