Google penalizes websites if they fail to abide by their Webmaster Guidelines. SEO strategies that engage in illicit practices or suspicious behavior to manipulate the rankings can result in a Google penalty. When this happens, the site can either drop in rankings for a specific keyword or disappear on the SERPs altogether. Getting penalized can negatively affect a brand’s visibility, traffic, and revenue. Credible, truthful, relevant, and engaging content could turn what would otherwise be a disadvantage into a very efficient and speedy “sales call.”