Google’s criteria for a low quality website

Here at Pumpkin Web Design, we are web marketing and web design specialists. We support companies and businesses across the North West, from Southport to Blackburn, providing a full range of web solutions. But how exactly do we make sure your website stays at the top of search results? And why is it so important to remain at the top? Well, simply put, we avoid Google’s criteria for a low quality website, and instead, build the best possible website to help your company succeed online.

Search Engine Results Page (SERP)

The Search Engine Results Page, or SERP, is the page of results that appears once a search term has been entered. If your company is to succeed online, you need to appear top of this list, or at least on the first page. The websites that achieve this, do so because Google’s ranking algorithm deems them high quality. But how does Google establish a low quality web page?


One of the most influential factors for Google is the quality of the links. Links that are repeated across sidebars or footers, continually leading to the same page, will be seen as spam by the Google algorithm. In the same instance, links that are paid for and bought, as part of a link buying scheme will also raise suspicions.

To avoid this, we maintain a natural and authentic link structure, and avoid external links when not necessary.

Deceptive websites

In addition, Google considers a webpage or website to be deceptive, or low quality, if it is intended by design to trick users, and search engines. In this instance, these pages will be recorded as the lowest possible quality, and some will even be penalised further. Of course, spam websites do still slip through the gaps. As a result, we do follow strictly to the codes of good practice.


Duplicate content, or content that is not in depth or relevant is also part of Google’s criteria for a low quality website. For this reason, content is a huge part of our web marketing strategy.

For more information or advice, get in touch with the experts today, here at Pumpkin Web Design.

Pumpkin Web Design Ltd is a small and highly results driven digital agency working for like minded clients in Preston, Chorley, Southport, Blackburn, Burnley, Morecambe,Wigan, Manchester, London, Warrington, Blackpool, Lancaster, Leyland, Lytham St Annes, Bolton, Chester and the UK. Our services include web design, SEO, content marketing, video production, brand design and much more.