Google has two methods of recognizing irrelevant sites to optimize a users search results. The two methods are automatic and manual actions. The automatic method is driven by an advanced algorithm that can identify potentially spammy or poorly developed sites. The manual method is just that, a real person manually reviewing content to determine if it is useful to internet users. If the site is found to be not useful or outside of Google’s webmaster quality guidelines, it may be penalized giving the site a lower PageRank.
Recently Google’s Senior Webmaster Trend Analyst, John Mueller, offered greater insight into the two different types of manual actions and understanding how to recover from the penalties. It is important to follow Google’s webmaster quality guidelines to ensure that you will receive a healthy PageRank which will maximize the visibility of your site within search.
Google’s Two Types of Manual Action Penalties
There are two types of manual actions, one more severe than the other.
Complete removal of the site from search and indexing
Partial removal from search
The first of the penalties is the harshest. If Google sees little value in investing resources to index content from a website, it will result in complete removal from the search results and indexing. This can happen because the site contains scraped or spun content, or is completely duplicative of another website. This kind of penalty results in a situation where the site does not exist at all for Google and nothing from that site will appear in search results.
The second is less severe and slightly easier to recover from as you are not completely kicked off of Google, however, you have no visibility through PageRank. In order to regain visibility, the site must edit or rewrite content before Google re-crawls the pages to ensure the issues have been resolved. After the page has been re-processed Google will continue to rank the page normally.
Regaining status after a manual penalty is not impossible but it can be extremely difficult. Both will have an effect on overall page rank and will require action taken by the webmaster to regain trust with Google. However, by understanding how Google filters and penalizes content we can avoid making mistakes that can lead to devastating penalties.
The European Union has refined its data storage regulations, pushing for stronger consumer-oriented regulations focused on protecting online users privacy rights. The latest set of regulations, General Data Protection Regulation (GDPR), is set to come into effect on May 25, 2018. The regulation is based on the fundamental idea that every citizen of the EU has a set of rights when referring to data collection. By creating more robust data collection and storage laws, the EU is better safeguarding the privacy of online users.
The information that is not to be collected under the new GDPR includes all information that has the potential to be uniquely identifying. This includes a user’s IP address, email address, home address, date of birth, financial information, transaction histories, and medical records. This new legislation also protects any user-generated data such as social media posts and personal images uploaded online.
Google’s Implemented Data Retention Policy
Being a data controller, Google is responsible for handling personal information. If you are using a Google product to track the on-site action of users in order to serve personalized advertisements, you must now acquire user consent prior to taking action. Google has implemented a new tiered setting called Data Retention. This setting allows a specific retention period to be selected. User and Event Data will expire after 26 months but some may play it safe by easily adjusting the setting to retain the data for a longer period or set to never automatically expire. In addition, Google is launching a new tool that can help erase a specific users information upon request.
The GDPR protects all personal user data across every conceivable online platform. Effecting any company that is to market to people in the EU, or do business directly. Users must express permission before any company can process or store their data through a clear and easily understood opt-in process. Currently, the majority of advertisers are not using methods that would be affected by the new regulations but will need to continue to monitor the use and storage of this data.
What Does Google’s GDPR Policy Mean for U.S. Small Businesses?
So far, this policy update looks like it will have minimal impact on businesses operating outside of the European Union. For clients doing business solely in the U.S., we’re currently recommending they set their Google Analytics event data to be retained indefinitely. However, each business is unique and should take time to educate themselves on the implications of the new regulation.