As we continue to navigate the digital age, small businesses must adapt to stay competitive. One area seeing rapid changes Search Engine Optimisation (SEO). The advent of AI has been a game

-changer, causing a paradigm shift in the world of SEO. In this blog, we’ll explore how AI is shaping the future of search and why traditional SEO tactics are becoming outdated. We’ll also offer strategies for optimising content in an AI-driven world and share tips for staying relevant in the ever-evolving SEO landscape.

How AI is Shaping the Future of Search

AI has revolutionised countless sectors, and SEO is no exception. Search engines like Google are increasingly using AI to improve their algorithms and provide more accurate, relevant search results. For instance, Google’s RankBrain uses machine learning to understand user queries better and deliver more precise results1.

This means that search engines can now understand and interpret complex queries, context, and intent, making it essential for businesses to produce high-quality, relevant content that answers users’ questions effectively.

The Decline of Traditional SEO TacticsHey VA website shown on laptop with magazines

As AI continues to evolve and become more sophisticated, the effectiveness of traditional SEO tactics such as keyword stuffing and link farming is dwindling. These methods, once deemed as quick ways to boost a website’s search engine ranking, are now seen as archaic and counterproductive. Search engines have significantly advanced in their ability to discern and understand content, making them capable of penalising websites that employ these outdated techniques2.

Keyword stuffing, the practice of overloading a webpage with specific keywords in an attempt to manipulate a site’s ranking in Google’s search results, is now easily detected by search engine algorithms. Similarly, link farming, which involves creating websites for the sole purpose of linking to another site to increase its ranking, is also recognised as a manipulative tactic. These practices not only lead to penalties from search engines but can also result in a poor user experience, ultimately damaging a site’s reputation and trustworthiness.

The focus of modern SEO has drastically shifted. It’s no longer solely about achieving a higher ranking on the search engine results page (SERP). Instead, the emphasis is now on providing value to the audience. This shift from prioritising quantity to championing quality is rendering many traditional SEO practices redundant.

In today’s digital landscape, creating high-quality, relevant, and engaging content that resonates with your target audience is crucial. This approach improves your website’s search engine ranking and enhances the user experience, encouraging visitors to stay longer and engage more with your content.

Moreover, with the advent of AI, search engines are becoming increasingly adept at understanding the context and intent behind searches. This means that your content needs to be more tailored and specific, focusing on answering the questions your audience is asking.

Businesses really need to adapt and align their strategies with these changes to ensure their digital presence remains strong and relevant.

Strategies for Optimising Content in an AI-Driven World

In light of these changes, small businesses must rethink their SEO strategies. Here are some ways to optimise your content for an AI-driven world:

Understand User Intent: With AI, search engines can understand user intent better than ever before. Hence, it would be best to focus on answering your audience’s questions and meeting their needs rather than merely including keywords.

Long-Tail Keywords: AI has made it easier for search engines to understand long-tail keywords—specific phrases that users will likely use closer to making a purchase or decision. Incorporating these into your content can improve your SEO3.

Voice Search Optimisation: With the rise of digital assistants, voice search is becoming increasingly popular. Ensure your content is optimised for voice search by using natural language and answering common questions your audience might ask.

Staying Relevant in the Ever-Evolving SEO Landscape

Navigating the ever-changing world of SEO can be challenging, but it’s crucial for staying competitive. Here are some tips for remaining relevant:

Keep Up to Date: SEO is an ever-evolving field. Stay updated with the latest trends and algorithm changes to stay ahead of the curve.

Focus on User Experience: User experience is a significant factor in SEO. Ensure your website is easy to navigate, loads quickly, and mobile-friendly.

Quality Over Quantity: Instead of churning out content, focus on creating high-quality content that provides value to your audience. This will help improve your ranking and attract more visitors.

It’s no question that the rise of AI has fundamentally changed the SEO landscape, making it crucial for small businesses to adapt. By understanding these changes and implementing the abovementioned strategies, you can ensure your business remains competitive in the digital age. Reach out if you have any questions.

two smiling females sitting at a desk, working collaboratively together on their laptops In the dynamic landscape of small businesses, the mantra of ‘thinking globally, acting locally’ couldn’t be more relevant. It’s easy to be enticed by the seemingly limitless prospects of global markets, yet it’s frequently the opportunities that lie within our immediate vicinity that hold the key to sustainable, robust growth.

Why Local Opportunities Matter

Local opportunities offer a range of advantages that are often overlooked when small business owners become entranced by the allure and grandeur of the worldwide stage. From cultivating stronger customer relationships to bolstering local economies, the benefits of concentrating locally are multitudinous.

By focusing on your local market, you’re presented with a unique chance to build trust and foster loyalty amongst your customer. Customers tend to trust and support a business they can connect with on a personal level. Being part of the same community as your customers makes it easier to comprehend their desires, needs, and challenges, enabling you to customise your offerings accordingly.

Giving Back to Your Local Community

Small businesses are the lifeblood of any community. They stimulate local economies, generate employment, and often contribute to local causes and charities. Investing in local opportunities not only aids in your business growth but also enriches the community that supports you.

Navigating Local Opportunities

While the potential benefits of local business opportunities are apparent, knowing how to navigate and capitalise on these opportunities is paramount to your small business’s success.

Networking and Building Relationships

One of the most effective strategies to tap into local business opportunities is through networking and building relationships within your community. Attend local events, participate in local business groups, and become an active member of your community. The relationships you cultivate through these activities can pave the way for new opportunities and collaborations.

Leveraging Local SEO

In today’s digital age, your online presence significantly influences your business’s visibility. Local SEO (Search Engine Optimisation) is a potent tool to reach more local customers. By optimising your website for local search, you can attract more local traffic, enhance your visibility, and eventually, boost sales.

Collaborating with Other Local Businesses

Collaboration is a powerful growth catalyst. Partnering with other local businesses for joint promotions or events can amplify your visibility, reach a broader audience, and provide reciprocal benefits.

Offering Unique Local Experiences

Creating unique local experiences can set your business apart. This could range from hosting community events, offering local products or services, or delivering exceptional local customer service.

To summarise, local opportunities harbour a wealth of potential for small businesses. By fostering robust relationships with other businesses, leveraging local SEO, and offering unique local experiences, you can drive sustainable growth for your business while enriching your local community.

The secret to maximising local opportunities lies in understanding your local market and being an active, contributing member of your community. Take the time to explore the opportunities around you, and you might be surprised at the growth your small business can achieve. So why not start today? Remember, the best place to grow is right where you’ve been planted.

female business owner dressed in a brown suit typing on a laptop to research marketing ideasIn today’s competitive business landscape, small businesses face an uphill battle to stand out among well-established names. The struggle to get noticed is more than half the battle. Small business owners employ various marketing ideas, from social media advertising and organic growth to content marketing and targeting niche markets. Regardless of the approach, marketing a small business requires careful planning, adaptability, and a willingness to learn from mistakes.

In this blog, we will explore a range of marketing ideas that small business owners can apply to their own ventures. Stay tuned to discover effective ways to promote your business and overcome challenges along the way.

1. Automation and drip-marketing to convert leads into customers.

It can be challenging to keep track of all your potential customers and follow up with them consistently. That’s where drip marketing and automation come in. By creating automated email campaigns that drip relevant information to your leads in response to a predetermined online action, it will help you stay top of mind and nurture those relationships. 

2. Email marketing to re-engage customers.

Once you have your customers, it’s important to keep them engaged and in the loop and when it comes to re-engaging customers, email newsletters can be invaluable. They offer a direct line of communication with your target audience, allowing you to keep them up-to-date with promotions, new products, and exciting developments within your company. Not only does email marketing help to jog your customers’ memories, but they also increase brand awareness and ultimately drive sales.

3. Write blogs to provide value.

Blogging has become a vital part of any successful marketing strategy. It is a great way to provide value to your audience while sharing your expertise and knowledge in your field. Through blogging, you can offer useful insights, actionable tips, and interesting content that your readers are interested in. By offering value to your readers in the form of informative and engaging blog posts, you can establish yourself as an authority in your industry, and build a strong brand presence that is both recognisable and credible.

4. Improve your sites performance by optimising it for SEO.

When it comes to ensuring that your website is visible and comes up in the right searches for potential customers, SEO (search engine optimisation) is your best friend.  This type of optimisation involves analysing keywords, improving website speed, and refining content to make it more search-engine-friendly.

5. Social Media Marketing.

In today’s world, social media has become a primary vehicle for communication, making it an essential marketing idea for any small business. By targeting your audience and cultivating an active presence on platforms like Facebook, Twitter, and Instagram, your brand can not only build its reputation but also initiate powerful conversations that strengthen customer loyalty.

6. Video content marketing to increase engagement.

As a small business owner, it’s important to come up with innovative marketing ideas to grab the attention of your audience. One such technique that has been gaining momentum through social media is video content. With its ability to captivate and engage viewers, video content marketing can be an effective tool to increase engagement. From product demos to tutorials and behind-the-scenes glimpses, video content has the capacity to engage your audience and keep them coming back for more.

7. Introduce a referral program to generate word-of-mouth.

When it comes to marketing ideas, using a referral program to generate word-of-mouth can be an incredibly effective way to spread the word about your brand. By offering incentives for current customers to refer their friends and family to your business, you not only create a strong sense of loyalty among your existing customer base but also acquire new customers through the power of personal recommendation. Referral marketing often leads to higher conversion rates and can be more cost-effective than other forms of advertising.

8. Encouraging satisfied customers to leave a review.

As a business owner, it’s important to encourage your satisfied customers to leave a review. Not only does this help build credibility and trust with potential customers, but it also provides valuable feedback for your business. Don’t be afraid to ask your customers directly for a review – oftentimes, they are more than happy to share their positive experiences with others. Remember, a simple review can go a long way in attracting new customers and growing your business.

9. Collaborate with local companies.

Partnering with another business can be a game changer for your marketing ideas. Collaborating with a complimentary business can result in a significant increase in brand visibility, reach and sales. The possibilities are endless! By working with another business, you are exposing your brand to their audience, which can lead to new customers and more profit.

10. Participate in local events.

Looking for an all-in-one marketing idea to boost your brand’s reach with verbal conversation within the community? Participating in local events such as trade shows, festivals, markets, hosting seminars or workshops can help you connect with your target audience and create valuable connections within your community.

11. Use a CRM system.

With a CRM (customer relationship management) system, business owners can gather valuable data about their customers by understanding customer behaviour patterns and preferences and can tailor their marketing campaigns to speak directly to their target audience. With so many tools and features available in a CRM system, businesses can easily streamline their marketing efforts and achieve better results.

12. Leveraging Micro-Influencer Marketing.

When it comes to marketing ideas, leveraging influencer marketing can be a game-changer. But sometimes, the cost of working with major influencers can be too high or may not generate the expected return on investment. That’s where micro-influencers come in: with smaller but highly engaged audiences, they can help you reach your desired target market in an organic and effective way.

Many small business owners get overwhelmed when it comes to marketing, but it’s important to remember that there is no one size fits all approach. What works for one company may not work for another, so start with the above marketing ideas and decide which of these strategies will be most effective to achieve your goals!



Google is a powerful search engine that’s used by millions of people worldwide. It plays a crucial role in helping websites rank higher, but this comes with a cost. Many website owners need to be made aware of the standard practices that can result in Google penalties on their website, thus reducing their rankings and affecting their search engine visibility.

It’s crucial to ensure that you’re aware of these practices and avoid them to maintain good search engine rankings and ensure the best user experience for your audience. In this blog, we’ll provide a comprehensive list of standard practices that may result in Google penalising your website, along with an explanation for each point and examples where possible.

Maddi looking at google on phone


  1. Keyword stuffing
  2. Cloaking
  3. Hidden text and links
  4. Excessive affiliate linking
  5. Plagiarised content
  6. Broken links
  7. Slow website speed
  8. Poor mobile optimisation
  9. Spammy structured data


Keyword Stuffing

Keyword stuffing overloads a webpage with keywords or phrases to manipulate search engine rankings. This technique is considered spammy and goes against Google’s Webmaster Guidelines, which prioritise providing high-quality, relevant content for users. Websites caught engaging in keyword stuffing can face penalties, including lower search rankings or removal from search results.

Keyword stuffing can take several forms:

  • Content: Repeating keywords excessively within the text, making it appear unnatural and difficult to read. For example, if you’re targeting “best-running shoes,” a keyword-stuffed sentence might look like this: “Our best running shoes are the best running shoes on the market because we offer the best running shoes for all types of runners.”
  • Meta tags: Overusing keywords in meta tags, such as the title tag, meta description, or meta keywords attribute. For instance, a stuffed title tag might be: “Best Running Shoes | Best Running Sneakers | Top Running Shoes | Best Shoes for Running.”
  • Alt tags: Including too many keywords in the alt tags of images. An example of keyword-stuffed alt text could be: “Best running shoes top running sneakers best shoes for running.”
  • Hidden text: Inserting hidden text containing excessive keywords, often using CSS techniques to make the text invisible or nearly invisible to human visitors but still readable by search engines.



Cloaking is a black-hat SEO technique showing different content or web pages to search engine crawlers and human users. This deceptive practice manipulates search engine rankings, as the content displayed to crawlers is optimised to rank higher in search results. The content presented to users may be unrelated or low quality. Cloaking goes against Google’s Webmaster Guidelines, which prioritise providing high-quality, relevant content for users. Websites caught using cloaking techniques can face penalties, including lower search rankings or removal from search results.

Here’s an example to illustrate cloaking:

Suppose a website wants to rank high for the keyword “weight loss tips.” The site owner creates a webpage filled with relevant, high-quality content about weight loss tips and shows this version to search engine crawlers. As a result, the page gets indexed and ranks well for the targeted keyword.

However, when users click on the search result expecting helpful weight loss tips, they are directed to a completely different page promoting an unrelated product, such as an online casino or pharmaceuticals. In this case, the website owner has used cloaking to deceive both search engines and users, which can lead to penalties if detected by search engines like Google.

To avoid cloaking and its potential penalties, it’s essential to focus on creating high-quality, relevant content that serves the needs of both search engines and users. Be transparent and consistent in presenting your content to all visitors, regardless of whether they are human users or search engine crawlers. Doing so will improve your search engine rankings and create a better user experience for your site visitors.


Hidden text and links

Hidden text and links refer to deliberately making text or links invisible or nearly invisible to human users while still allowing search engine crawlers to index them. This deceptive technique aims to manipulate search engine rankings without affecting the visual appearance of the webpage for users. However, hiding text and links goes against Google’s Webmaster Guidelines, which prioritise providing high-quality, transparent content for users. Websites caught using hidden text or links can face penalties, including lower search rankings or removal from search results.

Examples of hidden text and links techniques include:

  • Small font sizes: Using a tiny font size (e.g., 1px) to make the text difficult or impossible for users to read while still being indexed by search engines.
  • Matching text colour to the background: Setting the text colour to be the same or nearly the same as the background colour, making it blend in and become virtually invisible to users.
  • CSS positioning: Using CSS to position the text off-screen or layer it underneath other elements on the page, thus hiding it from users.
  • HTML comments: Placing keyword-stuffed text within HTML comment tags so that it is not visible to users but still readable by search engine crawlers.
  • Hidden links: Concealing links within other elements (e.g., images, buttons) or using CSS techniques to make them invisible or barely noticeable.

To avoid the use of hidden text and links and the potential penalties associated with these practices, focus on creating high-quality, transparent content that is easily accessible to both search engines and users. Ensure all text and links are visible and easily readable, and avoid using techniques that could be considered deceptive or manipulative. Doing so improves your search engine rankings and provides a better user experience for your site visitors.

Excessive affiliate linking

Excessive affiliate linking refers to including an overwhelming number of affiliate links on a website, often at the expense of providing valuable content. While affiliate marketing can be a legitimate and profitable way to monetise a website, overloading your site with affiliate links can lead to a poor user experience and may be perceived as spammy by search engines like Google. Consequently, this can negatively impact your search engine rankings.

Here’s an example to illustrate excessive affiliate linking:

Suppose you have a blog about healthy living and nutrition. Instead of creating high-quality, informative content that genuinely helps your readers make better choices about their health, you prioritise adding numerous affiliate links to various health supplements and products within your articles. As a result, your content becomes cluttered with promotional links, making it difficult for users to find the valuable information they were looking for.


This excessive use of affiliate links can lead to several issues:

  1. Decreased user engagement: Users who visit your site searching for helpful information may be put off by the excessive promotion and leave without engaging further with your content.
  2. Loss of credibility: Your audience may question the authenticity of your recommendations if they feel you are prioritising sales over providing valuable information.
  3. Poor user experience: The overabundance of links can make your content easier to read and navigate, leading to a frustrating experience for visitors.
  4. Search engine penalties: Search engines like Google may perceive your site as spammy and lower your rankings in search results, making it harder for users to find your content.


To avoid these issues and maintain a robust search engine ranking, it’s essential to balance affiliate marketing and providing valuable content. Here are some tips to help you achieve this:

  1. Focus on quality content: Ensure your primary goal is to provide helpful, informative content that addresses your audience’s needs and interests.
  2. Add affiliate links strategically: Include affiliate links only when they are relevant and genuinely helpful to your audience. Please make sure they are within the overall user experience.
  3. Disclose affiliate relationships: Be transparent about your affiliate partnerships by including a clear disclosure statement on your site, as required by the Federal Trade Commission (FTC) guidelines.

Monitor user engagement: Regularly review your site’s analytics to ensure your content resonates with your audience and does not drive them away due to excessive affiliate linking.


Plagiarised content

Suppose you run a blog about travel destinations and find a well-written article on another website detailing the top 10 things to do in Paris. Instead of researching and writing your original essay, copy the entire article, change a few words, and publish it on your blog as if it were your work.

By doing this, you’ve engaged in plagiarism, which could result in several negative consequences:

  1. Copyright infringement: The original author or publisher may take legal action against you for using their content without permission, potentially leading to fines or other penalties.
  2. Loss of credibility: Your readers may lose trust in your content if they discover that you’ve plagiarised from other sources, leading to a decline in traffic and engagement.
  3. Search engine penalties: Google and other search engines may penalise your site for duplicate content, resulting in a lower ranking in search results and decreased visibility.


To avoid plagiarism and its associated consequences, consider implementing the following best practices:

  1. Create original content: Invest time and effort into researching and creating unique, high-quality content that provides value to your audience.
  2. Cite your sources: If you reference someone else’s work or ideas, give proper credit by citing the source and providing a link to the original content, if applicable.
  3. Use quotation marks: When quoting text directly from another source, use quotation marks to indicate that the words are not your own.
  4. Paraphrase and summarise: When discussing information from other sources, try to put it into your own words and provide your perspective or analysis.
  5. Use plagiarism detection tools: Utilise tools like Copyscape or Grammarly to check your content for potential plagiarism issues before publishing.


By following these guidelines, you can create unique, valuable content that benefits your audience and your search engine rankings while avoiding the pitfalls of plagiarism.


Broken links

Your online store sells electronic gadgets. You’ve published numerous blog posts with links to product pages and related articles. However, some products have been discontinued and their pages removed, while other articles have had their URLs updated. Many of your older blog posts now contain broken links that lead users to “404 Not Found” pages.

The presence of these broken links can lead to several negative consequences:

  1. Poor user experience: When users encounter broken links, they may become frustrated and leave your site, increasing your bounce rate and reducing the chances of making a sale or gaining a loyal visitor.
  2. Loss of credibility: Broken links can make your site appear unprofessional or poorly maintained, causing visitors to question the reliability of your content or products.
  3. Negative impact on SEO: Search engines like Google consider the quality of the user experience when ranking websites. A site with numerous broken links may be seen as providing a poor user experience, leading to lower search rankings.


To address the issue of broken links and maintain a positive user experience, consider implementing the following best practices:

  1. Regularly audit your site: Use tools like Google Search Console, Screaming Frog, or Broken Link Checker to identify and fix broken links.
  2. Update your content: When you remove or update content on your site, ensure you also update any internal links pointing to that content.
  3. Use redirects: If you’ve moved or deleted a page, set up 301 redirects to guide users and search engines to the new location or a relevant alternative.
  4. Check external links: Periodically review your external links to ensure they still lead to good, relevant content. Update or remove any broken external links as needed.


Proactively addressing broken links and maintaining a well-organised, user-friendly website can improve the user experience and your search engine rankings, ultimately driving more traffic and conversions for your online business.


Slow website speed

Slow website speed refers to the time it takes for a webpage to load and display its content to users. A slow-loading website can lead to a poor user experience, as visitors may become frustrated waiting for the content to appear, causing them to leave the site prematurely. This increases the bounce rate and negatively impacts your search engine rankings, as site speed is a ranking factor considered by search engines like Google.

Here’s an example to illustrate the issue of slow website speed:

Suppose you run a photography blog with high-resolution images and embedded videos. However, you still need to optimise these media files, causing your web pages to take a long time to load. Users who visit your blog may become impatient waiting for the content to appear and decide to leave before fully exploring your site.

The consequences of slow website speed include:

  1. Increased bounce rate: Users may leave your site without engaging with your content if they wait too long to load.
  2. Decreased user satisfaction: Slow-loading pages can lead to a frustrating user experience, potentially resulting in fewer return visits or negative feedback.
  3. Lower search engine rankings: As site speed is a ranking factor, a slow-loading website may rank lower in search results, making it harder for users to discover your content.


To improve your website speed and provide a better user experience, consider implementing the following best practices:

  1. Optimise images: Compress and resize images to reduce file size without compromising quality. Use appropriate image formats like WebP, JPEG, or PNG, depending on the situation.
  2. Minify code: Minify your HTML, CSS, and JavaScript files to remove unnecessary characters and whitespace, reducing their size and improving load times.
  3. Leverage browser caching: Enable browser caching to store static resources on users’ devices, reducing the need to download them during subsequent visits.
  4. Use a Content Delivery Network (CDN): A CDN distributes your content across multiple servers worldwide, allowing users to access your site from a server closer to their location, resulting in faster load times.
  5. Optimise server response time: Choose a reliable web host and optimise your server configuration to reduce the time it takes to respond to user requests.


By improving your website speed, you can enhance the user experience, increase visitor engagement, and ultimately improve your search engine rankings, driving more traffic to your site.


Poor mobile optimisation

Poor mobile optimisation refers to a website needing to be designed or configured to provide an optimal user experience on mobile devices like smartphones and tablets. With the increasing prevalence of mobile browsing, websites must be mobile-friendly, which can significantly impact user satisfaction and search engine rankings. Google prioritises mobile-friendly websites in its search results, meaning that sites with poor mobile optimisation may rank lower and receive less organic traffic.

Here’s an example to illustrate the issue of poor mobile optimisation:

Suppose you run an online magazine with a complex layout featuring multiple columns, large images, and intricate navigation menus. While this design may look great on a desktop computer, navigating and reading on a smaller mobile device screen becomes difficult. Users visiting your site on their smartphones may need help finding the information they’re looking for, leading to frustration and a high bounce rate.

The consequences of poor mobile optimisation include:

  1. Decreased user satisfaction: Users who need help navigating your site on their mobile devices may become frustrated and leave without engaging with your content.
  2. Higher bounce rate: Visitors who have a poor experience on your site due to inadequate mobile optimisation are more likely to leave quickly, increasing your bounce rate.
  3. Lower search engine rankings: As Google prioritises mobile-friendly websites in its search results, your site may rank lower if it needs to be optimised for mobile devices, resulting in less organic traffic.

To improve your website’s mobile optimisation and provide a better user experience, consider implementing the following best practices:

  1. Responsive design: Implement responsive web design, which allows your site to automatically adapt its layout and appearance based on the user’s device and screen size.
  2. Simplify navigation: Optimise your navigation menus for mobile devices using larger buttons, collapsible menus, or other mobile-friendly design elements.
  3. Optimise media: Compress and resize images and videos to ensure they load quickly and display correctly on mobile devices.
  4. Increase font size: Use larger font sizes and sufficient line spacing to make your text more readable on smaller screens.
  5. Optimise for touch: Ensure that clickable elements like buttons and links are large enough and spaced apart to be easily tapped with a finger.

By focusing on mobile optimisation, you can provide a superior user experience for visitors browsing your site on their mobile devices, improving your search engine rankings and driving more traffic.


Spammy structured data

Spammy structured data refers to manipulating or misusing structured data markup (schema markup) to deceive users or gain an unfair advantage in search results. Structured data is a standardised format for providing information about a webpage, such as article titles, author names, images, and ratings, which helps search engines understand the content better and display rich snippets in search results.

However, some website owners might attempt to use spammy structured data to inflate their search rankings artificially, provide inaccurate information, or mislead users. This goes against Google’s Webmaster Guidelines, and websites caught engaging in these practices can face penalties, including lower search rankings or removal from search results.

Here’s an example to illustrate the issue of spammy structured data:

Suppose you run an e-commerce site that sells kitchen appliances. You add structured data markup to your product pages to enhance your search result listings with rich snippets, such as star ratings and price information. However, instead of accurately reflecting your customers’ genuine ratings and reviews, you manipulate the structured data to display inflated ratings and fake reviews, making your products appear more popular and highly rated than they are.

The consequences of using spammy structured data include:

  1. Loss of credibility: Users who discover that your site provides misleading information may lose trust in your brand and choose to shop elsewhere.
  2. Decreased user satisfaction: If users feel deceived by the inaccurate information in your search result listings, they may leave your site without making a purchase or engaging with your content.
  3. Search engine penalties: Google and other search engines may penalise your site for violating their guidelines, leading to lower search rankings or removal from search results altogether.


To avoid penalties and maintain a positive reputation, consider implementing the following best practices when using structured data:

  1. Accurate representation: Ensure that the information you provide in your structured data accurately represents the content on your webpage without exaggeration or manipulation.
  2. Follow guidelines: Adhere to Google’s structured data guidelines and use the appropriate schema markup types for your content.
  3. Keep data up-to-date: Regularly update your structured data to reflect any changes in your content, such as new reviews or updated prices.
  4. Test your markup: Use tools like Google’s Structured Data Testing Tool or Rich Results Test to check your markup for errors and ensure it is implemented correctly.


By using structured data responsibly and transparently, you can enhance your search result listings with rich snippets, improve your search engine rankings, and provide a better user experience for your site visitors.


To prevent or reverse any penalties imposed by Google, consider implementing the following strategies:

  1. Create high-quality, original content: Focus on providing valuable, unique, relevant information to your audience.
  2. Optimise for keywords naturally: Use keywords strategically and sparingly, ensuring they fit seamlessly within your content.
  3. Ensure a user-friendly website: Prioritise website speed, mobile optimisation, and easy navigation to improve user experience.
  4. Fix broken links: Regularly check for and repair any broken links on your site.
  5. Use structured data appropriately: Follow Google’s guidelines for implementing structured data and ensure it accurately represents your content.
  6. Monitor and remove spammy backlinks: Regularly audit your backlink profile and disavow any low-quality or suspicious links.
  7. Stay updated on Google’s guidelines: Keep informed about the latest changes in Google’s Webmaster Guidelines and adjust your SEO strategies accordingly.


Ultimately, no matter how great your content is, if your page speed and useability are poor, it won’t get you far! When creating your website, explore the small details that give your visitors a great experience. It will all pay off when avoiding Google penalties and ensure high search rankings. Ensuring you read up on SEO best practices, such as following Google’s guidelines, will help you avoid encountering any issues. However, if customer feedback says otherwise or penalties are already in place, there is still a way out. Utilise our expert SEO services here at Hey V.A. for assistance with all your SEO needs – be it audits and reports, keyword research or content optimisation – we can help. Contact us today, and let us guide you towards higher rankings!