Originally published: December 17, 2019 · Last updated: August 17, 2026
Some SEO tactics survive long after the assumptions behind them have disappeared. They remain attractive because they are easy to count: more keywords, more pages, more links, more dates changed. The problem is that measurable activity is not the same as useful optimization.
1. Writing to a keyword density target
Use the words people use to describe the subject, especially in useful places such as the title and headings. Do not repeat a phrase until the page sounds unnatural. Google uses multiple systems to understand words, concepts and context.
2. Creating one thin page for every keyword variation
Pages that differ only by a word or location can create a large amount of repetitive content. Build separate pages when the user need, offer or information is genuinely different, not simply because a keyword tool exported another variation.
3. Buying or exchanging links for ranking
Google’s spam policies prohibit link schemes intended to manipulate rankings. Partnerships and sponsorships can still be legitimate, but paid links should be handled transparently rather than disguised as editorial endorsements.
4. Changing dates to make old content look fresh
A current date does not make outdated information current. Update the substance first. Google explicitly warns against changing dates merely to make pages appear fresh.
5. Publishing large volumes because “fresh content” helps the whole site
More pages are useful only when they serve real needs. Google’s people-first guidance specifically warns against producing lots of content on many topics simply in the hope that some of it attracts search traffic.
6. Treating every SEO tool score as a requirement
Third-party scores can reveal potential issues, but they are not Google ranking metrics. Use them to ask better questions, not as a checklist that overrides editorial judgment or technical reality.
7. Generating AI pages at scale without adding value
AI itself is not prohibited. Google’s spam policy targets scaled content abuse, including large quantities of low-value or unoriginal pages created primarily to manipulate rankings, regardless of the production method.
What to do instead
Build pages around real audience needs, demonstrate first-hand knowledge where possible, make the site easy to crawl and use, maintain important content, and measure whether search visitors do something useful after arriving.
Bottom line
The safest SEO strategy is not finding a tactic Google has not caught yet. It is making a useful site easier for search systems and people to understand. Techniques that exist primarily to manufacture ranking signals eventually become liabilities.
Sources: Google Search spam policies, Google people-first content guidance.