 Since this time there has been a much wider acknowledgement about the dangers of bad SEO and a forensic analysis of backlinks to ensure there are no harmful links.Penalties are generally caused by manipulative backlinks that are intended to favor particular companies in the search results; by adding such links companies break Google's terms and conditions.When Google discovers such links, it imposes penalties to discourage other companies from following this practice and to remove any gains that may have been enjoyed from such links.