A Google Penalty is when your website’s ranking gets negatively impacted due to an update to Google’s search algorithm or a manual review of your website. The Google Penalty sometimes happens simply because the algorithm gets updated in a way that your website is not optimised for. Once you discover what the possible change is, you can then optimise your website accordingly and climb up in the rankings again. Sometimes, a Google Penalty is imposed because the website has used black-hat SEO techniques to quickly increase its rankings. This kind of penalty can be very hard to overcome. It’s best to have a SEO strategy that uses in-depth and ethical techniques, so that it shows sustainable results in the long run.