Online discussion Google's John Mueller explained why a website won't regain its old rankings after a penalty. Even if the penalty is lifted, the website still might have bad rankings. What can you do to make sure that your website is not affected by this?
1. Google will lift a penalty if you take action
If your website has been penalized, Google will remove the penalty if you remove the elements that led to the penalty:
"After re-evaluating [a] site’s backlinks we are able to partially revoke a manual action. There are still inorganic links pointing to your site that we have taken action on. Once you’ve been able to make further progress in getting these links removed, please reply to this email with the details of your clean-up effort."
2. A lifted penalty does not lead to higher rankings
If your website has been penalized by Google, it won't get its old rankings back when the penalty is lifted. According to Google's John Mueller, this has two reasons:
A) The previous high rankings were not justified. The unnatural links do not count anymore. If your website does not have other good links, it won't get high rankings.
B) There are other factors that influence the position of your website. Google uses many different signals to calculate the position of a website. Now that the unnatural ranking boosters don't count anymore, the other signals influence the position of your website:
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