The SEO industry is ever-changing, so are the rules at Google, therefore, it’s important to stay on top of the game when it comes to reading the latest changes to the Google’s webmaster guidelines. These guidelines are effectively the collection of specifications which can be used to justify penalising any website, if Google states that you shouldn’t do something, don’t do it, otherwise, you’re probably going to end up in the Google sandbox with a nasty penalty.
The search results is a competitive scene and in some cases, can make you a lot of money if you get to the top of the search results. Therefore, Google has populated their guidelines page with a set of requirements and rules that webmaster must stick to. While some rules are quite clear, other aspects of the guidelines are quite blurry such as ‘Don’t deceive your users’. Many webmasters have argued that Google has gone against their own guidelines in the past, such as running offers and adverts that are promoting shady products.
The main reasoning behind why Google’s regularly contributing to their guidelines is to minimise the return of investment and the efforts that are contributed in trying to increase a site’s ranking, intentionally. They don’t like that webmasters are actively investing into SEO, therefore, they try and scare webmasters by incorporating certain rules in their guidelines, in the hope that webmasters don’t try and intentionally increase their rankings.