Most Google penalties are caused by either their “Penguin” or “Panda” algorithms, Google’s automated way of penalising your website. In some very extreme cases they can also impose a manual penalty. These penalties are usually a result of low quality SEO being executed on your website.
The secret to recovering your traffic is to rectify these penalties and put measures in place to avoid them in the future.
In the past, SEO was largely driven by the volume of back-links a website had, this lead to people building 100’s of links from low quality websites such as non-human edited directories and irrelevant forums. These links were very easy to create and for a time had great influence on the position of a website within the search engines results pages (serps).
Google now takes action against these low quality and non-relevant links in the form of their Google Penguin algorithm. It may sound cute and cuddly but I can assure you it’s not! It is quite possibly the biggest risk your “off-site seo” faces.
In order to clean up a Google Penguin penalty the work involves a link profile audit and the?removal of these toxic backlinks. Following this I will also continually monitor all new inbound links which are identified and remove all low quality and non-relevant websites linking to your domain. If removal cannot be achieved Google have a Disavow Tool which can be used, however this can also destroy your SEO if used incorrectly and must only be used with extreme caution not to remove the “good links”.