Why are sites penalised by Google?
Google's main task is to deliver the most applicable search results. From Google's side, any website that tries to influence the search results is a threat to the Google product. Google is known for its authenticity and genuine results. It is synonymous with a search engine and we don’t say look up the internet, all we say is Google it. Then why will Google risk its image and give a negative experience to their audience, right?
A Google penalty is the outcome of a highly advanced and frequently changing algorithm that Google uses to crawl and review websites. While there are some detailed activities that can result in instant penalties, there are others which are not publicly marketed or some that can result in a fall in rankings that occurs over time. This is to defend Google from websites that try to outwit it or further control its fallouts.