Even businesses with a quality Internet presence that engage in good online marketing can receive manual penalty notices from Google. These can come as a shock to organizations whose search engine optimization practices are legitimate and who are not involved in spam or link schemes. Nonetheless, they are generally easy to address.
One reason Google might apply a manual penalty, that is, a spam designation and associated consequences, is because of a high volume of links from a disreputable source, according to Search Engine Watch. This can indicate using link schemes, but it can also simply indicate that an undesirable site is linking a business' website. In this case, the webmaster can disavow these links officially and have the manual penalty removed.
Another manual penalty from Google can come for user-generated spam. If an organization has forums, comments, or user profiles, it may encounter those who attempt to employ these functions for spamming purposes. Again, this is easily remedied by deletion.
After action is taken in either case, a webmaster can notify Google, according to Search Engine Land. Each reconsideration request is evaluated individually, and if a business has addressed the issue properly, the penalty can be removed.