Filters

Gluing

Correct link formatting is important for both internal and external linking. You can simply use an anchor (a clickable link word) or supplement it with a title (visible when hovering over it). Identical and thoughtlessly written titles can be penalized, as can duplicate text in both the anchor and title. There's no point in duplicating text, as it's not a boost, but rather spam. This filter also applies to overusing anchors such as "look here," "look here," "go here," and "go here," which don't convey the intended meaning of where they lead.

Link quality

Co-citation/bad neighborhood: Similar SEO links from "bad" resources are very important. Anchors to a third-party resource are also important. Identical anchors and titles are considered paid links. The resource's geolocation, if available, is also important. If you provide services in Moscow, there's no point in placing a link from a Samara news site. The donor language should be identical to your site. This is a favorite tool of competitors. Try to remove such links or reset their weight in Search Console. If you suspect that spam links are being repeatedly ordered, contact Google and Yandex support.

Link explosion, candle

You decided to buy links all at once. You grabbed 100-1000 at once from various obscure resources. And, naturally, search engines noticed right away. So, you wasted money. Although this shady method is often used by competitors. And there are also a lot of links from the site to third-party resources without Nofollow, even to authoritative ones.

Broken links

Links that lead to a 404 page, which most likely used to be the desired page. There are two options: redirect from the deleted links and/or clean and fix them to the existing ones.

Penguin

Assessing the quality of links, whether they were placed on you as an expert in your field or purchased. Naturally, Google and Yandex have lists of those who sell link mass and their partners who place links for money. However, if you commissioned an article for a resource in a trendy online magazine and paid for it, it won't be filtered. Magazines and similar information sites are also considered normal if they wrote about you or simply included you in a directory or company rating.

Link exchange

You give to me, I give to you: this doesn't work in SEO, unless you have resources in partnerships.

Linkwash

When a resource or a specific page has a large number of external follow and nofollow links, if off-topic links lead to "bad," untrusted, or insignificant sources, no one clicks on them for a long time (unnecessary), and every user bounces after clicking (disgusting). The entire site or specific pages may be subject to filtering.

Unnatural links

Manual website review; sanctions imposed by a human. When you've been reported through a manual review: you're buying or selling links, hackers have hacked your site, and it's dangerous, pure spam. Some parts (descriptions, structured markup) contain hidden redirects, cloaking, doorway pages, and other hidden elements: images, text, H1, H2, H3, H4. A Google or Yandex employee manually reviews the individual resource and decides whether to impose a penalty. This means they don't just penalize it in search results; they remove it from the index. If you're hit by this filter, you'll receive a manual penalty notification in Google Search Console — Security issues and manual actions: Unnatural links to your site — Affects some pages. Sometimes the penalty is minor, but sometimes it completely removes you from the SERP index. After removing all the bad links, you'll need to resubmit for a manual review, and it could take forever. If the penalty is serious, there's only one solution: ditch the site and create a new one.

Possum - Opposum:

By map: Territorial ranking—the map shows circles indicating the number of companies in a single business center, as well as local SEO for companies of the same type. Reviews on Yandex and Google maps and business descriptions also play a role.

Pigeon - Dove:

There's also a geographic filter for search, but it's search-based, not map-based. It works using geodata or IP addresses. If you type "Restaurants" in the address bar, Google or Yandex will first show you those in your city, or even your region. Therefore, it's advisable to use maps with location information.

Hummingbird - Hummingbird / Baden-Baden

Google has had this filter since 2013—it's a keyword-heavy text that lacks information and depth. Yandex has a similar filter, released in 2017 and called Baden-Baden LSI (latent semantic indexing). It's a repetition of keywords on a page without accompanying words. Instead of a proper human description, keywords and common search phrases are inserted—a purely SEO-unreadable text. This type of text targets Google and Yandex search robots, and it's uninformative and uninteresting to human users.

Accompanying words are very important; they show the depth of the content being studied and how professional it is: names of specialists, materials, primary and additional services and goods, thematic special words and abbreviations.

Additional results - additional results. Sources with relevant information are ranked higher based on expertise, depth and breadth of content, and related words. 

Supplemental results are additional results. After indexing, Google filters good pages (the primary index) from bad ones (secondary results).

Bad ones that will never escape the filter: duplicates, copies, canonical ones. Bad ones that can be removed from the filter are those with empty or partially filled Title, Description, H1, and Keywords meta tags. Those with low weight and/or insignificant pages, for example, a site's vertical structure after levels 5-6 with minimal information and insufficient interlinking. I know the secret to fixing canonical indexing if Google has detected it incorrectly or an admin has filled it in by mistake.

Panda - Panda

Analyzes content quality and can impact the entire site or a specific section within the structure. Panda uses a wide range of criteria for assessing content quality, including truthfulness versus falsehoods, misrepresentations, trustworthiness, and professionalism. The author's identity also plays a key role: a newbie, a well-established professional, or simply a knowledgeable individual with average knowledge? Is the topic covered: with in-depth or superficial knowledge, in-depth or poorly executed, done with care and attention to detail, originality, content, and research, or taken from various sources, copied, generated, uninformative, and useless for readers (SEO copywriters are guilty of this; they really do bore you with their silly phrases). The relevance of the entire site's topic to the article, as well as spelling, punctuation, and stylistic errors, are also considered.

The amount of valuable information compared to competitors, how long the user spends studying the content, whether they skim or skim—skip and leave, share it on social media or with a friend via WhatsApp or Viber. Or, conversely, close the material and continue searching. Fred: low-quality publications, duplication of the same text fragment on different pages, similar articles with the same semantics, intrusive and annoying ads, correct, organized, but useless SEO texts (300 words/2000 characters).

Phantom

Tailored content and pages for better search results:

• Not informative enough, poor content.
• A lot of information is not about the right thing, for example, about partners or clients.
• Borrowed text fragments and quotes, even with a source citation, if there are more of them than the original text. If there's no source or attribution, it's considered content theft.
• Short quotes are marked with a tag, while longer ones are marked with a blockquote. These meta tags should not be misused. Pages with only links are usually listed.
• Poor design: small font, contrasting background and text colors (white on white is not allowed), poorly thought-out navigation.
• Outdated information and comments
• Imitation of any brand, counterfeit
• Sites with the same topic, owned by the same owner or company
• Pop-ups that interfere with your browsing or prevent you from exiting are kept there against your will.
• Boring long videos that you can't watch to the end.
• Lots of 404 error pages

☠️ Pirate Algorithm - piracy, content theft

Piracy, content theft, rewriting, or translation from another language are prohibited. Don't forget to submit new pages for indexing in Google Search Console and Yandex Webmaster Tools. This will protect your copyright.

Pirate Update

If you've been reported for copyright infringement. The most serious complaints include, for example, posting material for the purpose of blackmail or sexual content without the owner's consent. Yes, you still need to prove copyright infringement, not just defamation.

Bombing - bombing, bowling, competitors' intrigues

If someone reports you've stolen content. This is also possible: a competitor took your new article, launched it, and submitted it to the index. It was first indexed by Yandex and Google, and then they reported you. Don't forget to promptly submit new and exclusive articles to Google and Yandex for indexing. Otherwise, you risk losing authorship and being removed from search engine rankings. A second option is bad reviews in Marketplaces/Maps or irrelevant comments on the resource. Monitor these and report them to search engine support if you feel they're the work of competitors.

Over Optimization

You simply overdid it; all your actions were aimed solely at search bots, not at people. Too much is to fall in love—that won't work here. Semantic overuse, bold, and italics. Capital letters in the entire word are considered an abbreviation.

Omitted results

Insufficient navigation, interlinking, duplicate pages, and similarly non-unique content (a common mistake for stores with products). Or, instead of links to authoritative sites, duplicate text. Under-optimization: Yours, Ours, We, You, He, She, They—if the text doesn't include your brand or profession (who you are), but only pronouns.

Domain Trust Filters

Trust Rank The level of trust is determined by reputation and authority, and consists of:

• SSL certificate — https:// (http:// — without a certificate) 
• register a domain name to a company rather than an individual
• Branded, beautiful domain and name (EMD filter)
• The "About Us" page should contain a complete story about the company's mission and position with an individual brand story
• active social media accounts: Instagram, Facebook, VK, Twitter, Pinterest, LinkedIn
• Links - Share projects that inspire confidence or are suspicious if a user enters the site and immediately exits without viewing other pages
• People often block resources in Chrome - enable the site blocking feature.

Domain name age - Domain name age

Newcomers are slightly less trustworthy than established names. If you want to boost trust, purchase a domain name for several years in advance. This will show that you're not just another site and are serious about your business. Unfortunately, it's not possible to purchase a domain name for more than a year in the .ru domain extension. In the .com domain extension, you can purchase a maximum of 10 years in advance.

Sandbox

If a site can only be found by its domain, although sometimes this isn't possible. However, for any queries, even the most specific, they aren't indexed. A sandbox can occur after a change in theme, if it's new or purchased, if the structure and information have completely changed, if there's no smooth page growth, or after a mass deletion, or if the site was unavailable during the Yandex and Googlebot checks. Any major changes should be made carefully if you're unsure or unsure of the impact. Here, you need to clearly understand what actions are needed and why. EMD (Exact Domain Match). It's generally accepted that you should have your own trademark. And the domain name should be associated with the brand, not the primary keyword.

Affiliate

If you decide to fill the entire top 10 search results and create more than one website, register them under the same name, with the same contact information, address, and most importantly, the same topic, for identical queries, Google will only show one website, if it even decides you're legitimate, and the rest will be ditched.

Boosting users, bots.

Direct visits, click-throughs, or search engine clicks for Payday Loan (popular queries). Filter -30 - minus 30 - Minusinsk. Rankings are lowered by 20-80 positions due to black hat tactics that imitate usefulness: doorway pages, a sharp increase in link mass, cloaking (creating two versions of a page—one for humans and one for search bots), invisible text, or hidden H1-H3 elements.

Penalties for Page Layout Algorithm Advertising

The number of ads, especially at the top of the page. Nobody likes ads, especially if they interfere with viewing content. Top Heavy SPAM Ads

RankBrain or Matrixnet (artificial intelligence)

Links HTML page filter

HTML errors

W3C validation check validator.w3.org

CSS errors

Check jigsaw.w3.org/css-validator

Mobilegeddon and Mobile Friendly Update

Availability of a mobile version, loading speed on tablets and smartphones, design for smartphones, functionality, ease of use and navigation on mobile devices, font size, dynamic screen, proximity of elements and buttons (two buttons overlapping, and the user accidentally presses the wrong one).

Page load time - page load time

The faster the loading time, the better, of course. Users don't like to wait. Don't waste someone else's internet traffic and money; make your code and content lighter. Animations and heavy photos usually eat into speed. You can check and see Google's recommendations in PageSpeed Insights.