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What a title tag is and how to write a good oneWriting meta descriptions that earn clicksHeading structure: H1 to H3 explainedHow to write helpful image alt textWhat a canonical tag is and when to use itRedirects: 301 versus 302 and how to avoid chainsWhat an XML sitemap does and how to check yoursRobots.txt: what it blocks and common mistakesWhat structured data is and which types matter for a small businessHow to fix duplicate contentMobile-friendliness: what to checkHTTPS and why browsers warnWhat keyword research is and how to startSearch intent: the four kinds and how to match a page to oneLong-tail keywords for small businessesHow to write a page that answers a searchInternal linking basicsWhat backlinks are and how to earn them honestlyAnchor text explainedWhat E-E-A-T means in practiceContent refreshes: when and how to update an old pageKeyword cannibalization: how to spot and fix itLocal SEO basics and a Google Business Profile checklistHow to read a search results page (SERP features)Core Web Vitals explained: LCP, CLS and interaction speedHow to speed up a slow page: images, caching and scriptsWhat Google Search Console shows: queries, pages, clicks, impressions and positionWhat Google Analytics measures: users, sessions and eventsSetting up a conversion or key eventClick-through rate: what is normal and how to raise itBounce rate versus engagement rateUTM tags: tracking campaigns correctlyHow to run a simple before-and-after SEO test, and why correlation misleadsSeasonality: why traffic moves without any change from youWhat a Google algorithm update is and how to respondA monthly SEO reporting checklist for a small teamWhat hreflang is and when a site needs itHow Google indexing works and how to check a page is indexedPagination and how to handle paged listsURL structure and slugsFavicons and why they matterHow JavaScript-heavy pages are crawled and renderedPreparing for voice searchCall to action writingWhat a lead is and how to capture oneLanding page basicsWhen to use the link disavow tool (rarely)Domain authority and similar scores: what they do and do not meanCloaking and other practices that break search guidelinesThe marketing funnel and how content maps to itHow to read heat maps and scroll depthPogo-sticking and short visits: what they tell youReading CSS-related page speed problems in plain languageImage formats and compression for a faster siteHow to write a clear page title and URL for a service pageHow often to publish contentYour team and your data
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SEO glossary A to ZCloaking and other practices that break search guidelines
Some shortcuts get a site demoted or removed from results. Know which ones to avoid.
What the guidelines are#
Search engines publish rules about what they allow. Breaking them can push a site down in results or remove pages entirely, and recovering can take a long time. Most violations are not accidents of a clever owner. They come from an agency, a plugin or an old tactic that someone else chose.
Cloaking#
Cloaking means showing search engines one version of a page and visitors another, for example keyword text for the crawler and a sales page for people. It is a clear violation, because the page promises something it does not deliver.
Other practices to avoid#
- Keyword stuffing: repeating a phrase until the text reads badly.
- Hidden text or links, such as white text on a white background.
- Paid or traded links meant to pass ranking credit.
- Sneaky redirects, sending visitors somewhere other than what the result promised.
- Copied or mass-produced pages with little original value, also called thin content.
- Fake reviews or markup describing content that is not on the page.
How to check your own site#
- Ask any agency or freelancer, in writing, which tactics they use to get links and rankings.
- Open your key pages and read them as a visitor would. Anything odd, hidden or repetitive is a flag.
- Check Search Console for messages about manual actions or security problems.
- Review which plugins and scripts add content or redirects to your pages.
How to fix#
Remove the offending content or tactic, make the page the same for everyone, and if you received a manual action, follow the steps in the message and request a review. Keep notes on what you changed.
Why shortcuts backfire#
Search engines update their systems constantly to spot these tactics, so something that works this month can become a penalty next year. The cost then lands on you, not on the person who suggested it. Honest pages that serve the visitor are the one approach that never needs to be undone later.
A simple test#
Would you be comfortable if a visitor, a competitor and a search engineer all saw exactly what you are doing? If not, stop. Slow, honest work usually holds up better than a shortcut.
To catch problems before they go live, see how to check a draft before it goes live.