The guidelines of the Google search engine for webmasters are also called Google SEO guidelines or simply Google guidelines. Google divides its guidelines for webmasters into two large sections: General guidelines and quality guidelines.

General guidelines: Google breaks this section down into three large areas that can be briefly summarized as crawling, indexing and usability. In crawling section, Google gives tips and tricks on how the Google crawler can better find the URLs. In the indexing section, Google lets webmasters know what they should look out for so that Google can better recognize and index content. This includes, using suitable title tags for a website as well as ALT tags for an image. It also includes research for suitable keywords. The usability section deals with measures that serve a secure and simple use of the website and includes mobile optimization as well as reference to good website performance with a short loading time.

Quality guidelines: Google is very clear in its definition of quality guidelines. Google provides clear guidance that SEOs should not occupy themselves with counting on finding and exploiting bugs in the search engine. Rather, every webmaster should be concerned with following the quality guidelines. Google explicitly indicates the possibility of reporting alleged spam measures of websites. The basic principles of search engine optimization laid out in the quality guidelines are important. According to Google, websites should be predominantly created for users and not for search engines. Users should not be deceived. Furthermore, the goal should be that every internet site be unique and different from others. Consequently, under “concrete recommendations”, various spam methods are listed that violate the Google webmaster guidelines. This includes, for example, cloaking or the participation in link exchange programs. Copied (aka duplicate) content or doorways are also considered measures countered by Google in search engine spam. It is clearly indicated in the guidelines that the list is not exhaustive. That’s why methods that are not explicitly listed there can also be interpreted as spam by Google.

The guidelines provide advice on how to code your site in order to be eligible to appear on Google. These guidelines fall into the following categories:

Webmaster guidelines

The Webmaster guidelines are general best practices to help your site appear in Google Search, as well as quality guidelines that, if not followed, can cause your page or site to be omitted from Search.

General guidelines

The following general guidelines are best practices for having your site show up and look its best in Google.

Content-specific guidelines

The following guidelines are additional tips for specific content types on your site. For more information about general best practices, or how to enable specific features for your site, see the Search Appearance topic.

Quality guidelines

The following guidelines describe specific prohibited techniques that can get your page or site omitted from Search results. Engaging in these techniques can incur a manual action for your site.