Website owners and bad SEOs who manage to get their website kicked out of Google don't do it intentionally. Rather, they seemingly lack the knowledge to prevent it, and/or take too-bigger risks.
Here are 8 ways to get your website kicked out of Google. I suggest you understand these and keep well away from these practices if you want to remain within Google's index.
Over-Optimised Anchor Text
Even after the recent Panda and Penguin updates, and the influence Social is supposedly having on search results, Google is still heavily relying on anchor text to determine where your site appears in its SERPs. As Google says on one their support pages, "A site's ranking in Google search results is partly based on analysis of those sites that link to it. Link-based analysis is an extremely useful way of measuring a site's value, and has greatly improved the quality of web search."
Knowing this, it would be too obvious to pepper your links with the same anchor text, attempting to rank number 1 for all the keywords you want to appear for. It's not as easy as that. The risk of using the same anchor text over and over is that Google will likely boot you out of their index for that term you are over-optimising.
Too Many Internal Links
Adding internal links within your blog posts and pages on your website is recommended for usability and ranking.
Too many internal links could lead you to problems. Sitewide drop-down menus and using SEO internal link Wordpress plugins are a common way to over-optimise your internal links.
Google has made a stand against paid links for a long time. In recent months they appear to be penalising more sites than ever for purchasing links. To quote Google, "Buying or selling links that pass PageRank is in violation of Google's Webmaster Guidelines and can negatively impact a site's ranking in search results."
In the past, websites have been kicked out of the index for 3 months to the day for the specific keyword or phrase they have purchased links for. Now we are coming across cases of websites buying links being kicked out of the index for all of their keywords and even their brand name as a result of buying paid links.
Closely associated with paid links are links obtained in the footer and sidebar of external websites and those that are sitewide.
Obtaining sitewide links on high quality websites still works to improve rankings, but purchasing numerous sitewide links from low quality websites, and sites generally setup to sell links (hello gambling world) is getting sites penalised these days.
A link farm, three-way link exchange, or any group of websites that link amongst themselves no longer influence Google results in a positive way.
A long time ago, this was a successful way of manipulating search results, primarily amongst spammers. The use of automated programs and services made it easier for webmasters to do this with ease. Once Google got on top of this, one-to-one link exchanging became a big deal. Today you're asking to be kicked out of Google by buying into any of these strategies.
Aside from link building, SEO plays a big part in ranking in Google's index. The same way it can play its part in getting you kicked out.
Loading your page repeatedly with keywords (either in the content and/or meta tags) no longer gets your site good rankings in Google.
One way lazy webmasters go about getting keywords onto their website is to hide them in the CSS, effectively making them invisible to users, but visible to Google.
For many years Google has easily been able to detect this method.
An old, lazy trick is to steal another site's content and publish it as your own. Thank you for enjoying my work so much. Only today did I find a competitor one of my clients starting to do this with our work.
Google can easily detect content duplication and with the Panda update they began punishing sites for doing so.
As Google continues to evolve, webmasters and SEOs should ask themselves, should I continue to take short cuts and suffer every time there's an update, or should I set my sites on a long term, effective and ultimately safe online strategy.