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We strongly encourage you to pay very close attention to the Quality guidelines, which outline some of the illicit practices that may lead to a site being removed entirely from the Google index or otherwise affected by an algorithmic or manual spam action. If a site has been affected by a spam action, it may no longer show up in results on Google.com or on any of Google's partner sites.
Help Google find your pages
Ensure that all pages on the site can be reached by a link from another findable page. The referring link should include either text or, for images, an alt attribute, that is relevant to the target page. Crawlable links are <a> tags with an href attribute.
Provide a sitemap file with links that point to the important pages on your site. Also provide a page with a human-readable list of links to these pages (sometimes called a site index or site map page).
Limit the number of links on a page to a reasonable number (a few thousand at most).
Make sure that your web server correctly supports the If-Modified-Since HTTP header. This feature directs your web server to tell Google if your content has changed since we last crawled your site. Supporting this feature saves you bandwidth and overhead.
When using a content management system (for example, Wix or WordPress), make sure that it creates pages and links that search engines can crawl.
Allow search bots to crawl your site without session IDs or URL parameters that track their path through the site. These techniques are useful for tracking individual user behavior, but the access pattern of bots is entirely different. Using these techniques may result in incomplete indexing of your site, as bots may not be able to eliminate URLs that look different but actually point to the same page.
Make your site's important content visible by default. Google is able to crawl HTML content hidden inside navigational elements such as tabs or expanding sections, however we consider this content less accessible to users, and believe that you should make your most important information visible in the default page view.
Make a reasonable effort to ensure that advertisement links on your pages do not affect search engine rankings. For example, use robots.txt, rel="nofollow", or rel="sponsored" to prevent advertisement links from being followed by a crawler.
Help visitors use your pages
Try to use text instead of images to display important names, content, or links. If you must use images for textual content, use the alt attribute to include a few words of descriptive text.
Ensure that all links go to live web pages. Use valid HTML.
Optimize your page loading times. Fast sites make users happy and improve the overall quality of the web (especially for those users with slow Internet connections). Google recommends that you use tools like PageSpeed Insights and Webpagetest.org to test the performance of your page.
Design your site for all device types and sizes, including desktops, tablets, and smartphones. Use the Mobile-Friendly Test to test how well your pages work on mobile devices, and get feedback on what needs to be fixed.
If possible, secure your site's connections with HTTPS. Encrypting interactions between the user and your website is a good practice for communication on the web.
Ensure that your pages are useful for readers with visual impairments, for example, by testing usability with a screen-reader.
These quality guidelines cover the most common forms of deceptive or manipulative behavior, but Google may respond negatively to other misleading practices not listed here. It's not safe to assume that just because a specific deceptive technique isn't included on this page, Google approves of it. Website owners who spend their energies upholding the spirit of the basic principles will provide a much better user experience and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit.
If you believe that another site is abusing Google's quality guidelines, please let us know by filing a spam report. Google prefers developing scalable and automated solutions to problems, and will use the report for further improving our spam detection systems.
Don't deceive your users.
Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee. Another useful test is to ask, "Does this help my users? Would I do this if search engines didn't exist?"
Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.