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Penalties are not something the webmasters can just laugh at or ignore. Especially if the site has been created for the purpose of business, the penalizations and the threats must be taken seriously. Once the page has been penalized the progress to fix the situation is slow and may even be impossible to fix, depending on for what reason the site has been penalized. Algorithmic penalizations are more difficult to fix and might take long time to recover. The manual penalizations might be easier to fix but it doesn’t make the process necessarily any faster or make the recovery happen at all. Google notifies the violation of the guidelines in which case the webmaster should immediately think about their actions. If you indeed are guilty of spamming, cloaking or any other violations, take Kristine Scharzinger’s advice (“Pure Spam: What Are Google Penalties & What to Do to Recover”) and admit having being caught and move on. Fix the mistakes and hope for the best. Though, according to her the chances of recovering from major violations are rather slim. If on the other hand you have not been doing anything wrong but you have been either hacked or the violation is due to user generated content (UGC) Schazinger advices to turn to SEO specialist who has specialized in penalizations. Also, Google has their own reconsideration request form which the webmasters can fill and send to Google for another review of their page. According to Google all the requests are processed and the webpage owners will “know how it’s going” (Google Inside Search “Fighting Spam”). Despite the penalizations being serious issue, the manual penalizations usually have “expiration date” as Matt Cutts calls them in GoogleWebmasterHelp video “When are penalties lifted?” (2011). The expiry dates differ greatly depending on how grave the penalty has been. Google has also mentioned this in their webmaster blog post “Fighting Spam”. They have stated that manual actions do not last forever and once the website owner has fixed the violations to non-violating content, they can request reconsideration from Google. Rachel Searles and Brian White from Google Search Quality team give tips on how to make the reconsideration request for Google in the video “Tips on requesting reconsideration” (2009) in Youtube. First of all, they advice the webmasters to admit the mistakes they have done and fix those mistakes. Secondly the webmasters should 43PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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