1. Avoid Copying Content

It is one of the most accessible temptations to fall into – Copying other people's content. It is called duplicate content. While some marketers will want to copy other people's content on their blog, others will duplicate their content in multiple places. For example, in the name of guest posting, they will copy and paste their blog content on other people's blogs. They are both sharp practices that can bring about Google's penalties.

2. Shallow Content

The days when you write anything to occupy space are over. With BERT, Google can understand your article, both in content and context. They have been able to rank content and featured snippets in relevance to searchers' inquiries.

As such, you cannot afford to create shallow content. It will lead to your content not been discovered or been penalized. Instead, you must maintain content that is well structured and detailed enough to match up with industry standards.