SEO Optimization in The Age of Over-Optimisation

Google’s influence over SEO optimisation has forced consideration of the potential for over-optimisation issues on older websites. They set about eliminating any competitive advantages other than the quality of the on-page content itself… They seem intent on levelling the playing field to the point that those who previously had aces up their sleeves now gain little or no advantage whatsoever. Moreover, playing an ace from a sleeve may now result in a crossfire salvo of punitive measures…

The increasing emphasis on using the E-E-A-T concept to evaluate the website and its content author’s credibility as part of rankings is also “a good thing” in my personal experience. 2023 began the punishment/reward process that shifted the balance of power in the SERPs:

• From urging content creators to “write for readers and not for search engines”
• To implementing the “Helpful Content” algorithm that rewards content producers for producing original and authentic content that satisfies a searcher’s quest for information.

Some might say that this approach flies somewhat in the face of the irrepressible human spirit of competition. However, it’s equally fair to say that it is often the laziest amongst us who can’t or won’t create unique and original content. There is general agreement that the best and most helpful content ought to appear first, rather than plagiarised or thin content, artificially promoted by an SEO specialist‘s smoke and mirrors or an AI app regurgitating ‘old’ stuff in a new guise. I’m all for that – it’s fair and equitable…

SEO Optimization Became De-Optimisation

Search engine de-optimisation (SED) ought now to be an important consideration. Basically, every manipulative technique previously used to support the magic of SEO has been negated in recent years. Google’s ability to detect good content from the mediocre, and filter out the smoke haze that SEO often employs to make the ordinary appear extraordinary, has advanced dramatically.

Almost every little hack to improve our performance over and above the competition has not only been neutralised, it also seems to have been turned back upon us… In fact, there seem to have been assaults on the old methodologies from multiple directions…

Remedies to a now ‘disapproved’ aspect may have improved the score sheet momentarily. Before there’s been time to take a break, along comes the next tsunami wave of change and subsequent penalties to ‘old school’ methods of improving ranking. Virtually all of the things that once worked to improve a site’s position in SERPs are now historical footnotes to the evolution of website ranking methodology.

If in the past you’ve employed someone to improve your website’s SERP positions, it is almost certain that some of those efforts crossed the threshold of that which is not now approved.  De-optimisation is required to deactivate the probable impediments to achieving a site’s full potential.

Google Penalties – Individually Small but Cumulatively Damaging

Reduce the risk of an “over-optimisation” penalty on your site’s content. The first thing any good SEO company would do is skim through the content on every page, revising any elements that could potentially be seen as over-optimisation. There’s a growing consensus that the following items may create a cumulative impediment to top rankings;

• Hyperlink Titles – use of the title=”” element in links containing text with exact-match keywords/sentences. Use link titles with caution, apparently, it’s indicative of over-optimisation and Google may penalise you for it.
• Internal Links – avoid overdoing the exact-match keyword phrases in internal links, it may also signal over-optimisation. Consider the occasional replacement with the natural Read more, More info, Click here, etc.
• Image Alt Tag – adding concise text pertinent to the image is permissible. Adding multiple targeted exact-match keywords, promotional texts, sentences or sales pitches is not.
• Bold emphasis on keywords – restrain the use of this technique and only apply it where it makes sense to emphasise a point, not to promote a targeted keyword phrase.
• Keywords Tag – not used by Google et al any more, and its presence may potentially be seen as an indicator of over-optimisation efforts.
• Description Tag – zero SEO traction per se. In some cases, Google says that not generating descriptions on the page may actually deliver a better SERP outcome. That’s because the description Google displays will vary and highlight the keywords in the searcher’s query. If comprehensive and well-written, the same post may rank for multiple terms, thus variable descriptions may increase click-through…

Link Building Risks

I think that, as a website promotional tool, link quantity is done for. Links need to be squeaky clean and sourced only from reputable and trustworthy sources. Since at least 2012, Google has actively and severely penalised low-quality link acquisition schemes. At the same time, it has progressively reduced its previous dependence on links as a quality indicator. The age of enthusiastically generating links to increase rankings is long gone!

If you have employed SEO contractors to actively build links month by month over a long period of time, you may now have issues to resolve.

If you are fortunate, Google will ignore those links it deems irrelevant and your website will neither be rewarded nor punished.

However, if it’s revealed that your links are part of a long-standing, widespread and cunning private blog network… you can expect a severe caning.

Given the apparent move away from links as a major ranking signal, the punitive approach to a very old links problem seemed spiteful, ruthless and unworthy of a company with the power Google wields.  It’s also an extremely difficult problem to resolve, and in severe cases, the most cost-effective option is to migrate the website to another domain!

Link penalties appear to be happening on multiple fronts, including;

• Quality of the linking site
• Link acquisition rate – too many links acquired too quickly
• Linking site is relevant to your site’s genre
• Degree of optimisation of the anchor text title
• The percentage of deep links to internal pages

Not unlike the old “photo vs. text” analogy, a good link is worth 10,000 low-quality links. The important distinction is that even a small number of poor-quality links with exact match keywords in link titles could do your rankings significant damage.

The fundamental issue is that Google is dedicated and ruthless about nuking link schemes designed to manipulate rankings…

• It is a clear and unequivocal breach of Webmaster guidelines and terms of service. 
• And that the Link Spam/SpamBrain algorithm is still working 24/7

In my opinion, the safest way for a service area business to build links is to grow citation links specifically aimed at supporting Local Search / Maps 3 Pack optimisation efforts. 

• NAP data: Name, Address, Phone 
• The link is to the website domain name (no keywords, no internal pages)
• Brief description
• May list the Social Media Profiles too
• Each link is “editorial” and requires review and approval 
• EVERY link is editable/removable as/if required. 

That’s the only link-building I suggest and do myself – but I write all the content and then handpick the sites and manage the process for clients. 

The basic objective is to ensure that the NAP data on the website and Google Business Profile is underpinned by matching business listings on other reputable sites.

• It’s specifically NOT about increasing Page Rank as a ranking improvement scheme
• There is a mix of Dofollow, Nofollow and no actual link at all, just a text-based citation reference for the website

In my opinion, that is the lowest-risk link acquisition strategy.

References:

• News Patron – Google spam policy 2023/
• SEL: Google penalties manual actions notifications guide
• Link Assistant – Google penalties guide

Page last updated on Saturday, January 31, 2026 by the author Ben Kemp