One of the most important concepts that people who are new to the internet should be familiar with is the idea of Black Hat SEO. No doubt, website administrators and managers, business owners, and internet marketing enthusiasts hammer home the importance of SEO or search engine optimization, as a means of improving the search rankings of a website in order to generate more traffic. Black Hat SEO happens when those who are in-charge with improving a website’s rankings use “sinister methods” to achieve these objectives. Naturally, it goes without saying that, like payday loans gone rouge, Black Hat SEO is not something you want your website to be associated to.
Now, understanding the concept of Black Hat SEO requires that a website manager understands what is first deemed legal and then relate these to the ways for which one can go overboard in the pursuit of website rankings. Some of the legitimate ways for building a website’s rankings result includes getting properly indexed, increasing reputation via proper linking, sound use of keywords and meta data and preventing crawling to avoid undesirable content in the resulting search index just like you would avoid a puzzle stool.
It is not hard to envision how these legitimate SEO concepts can be abused leading to the use of Black Hat SEO techniques. Here are a few examples of Black Hat SEO that is worth noting to any website administrator planning to embark on an internet marketing campaign.
Keyword Stuffing. The use of keywords in SEO is basic because it is the primary way through which search engines index the results. Many web administrators take this one step further by “stuffing” keywords on a page so it can appear more relevant to search engines. It’s not different from putting extraneous information on PPI claims to make it more believable. Search engines are wary of keyword-stuffed websites because, more often than not, they contain inferior content which have only be inflated to appear more credible than it actually is.
Hidden or invisible text. This used to be a major problem in years past and not so much as of late but it remains to be a perennial problem. The idea is closely related to keyword stuffing except that the text or keyword is made invisible by making it the same color as the background. Other techniques include hiding it in the HTML code so it does not appear in the actual article but is still a part of the page. This technique can bypass the cerco casa of older search engines but can be easily caught with more modern versions.
Link farms. Links are invaluable components of the standard search engine optimization concept because these are used to determine how a webpage is recognized by other sites as a reliable source of information. However, there are plenty of link farms which are created to profit from this. Link farms are low-quality websites specifically created to contain links to other sites. It’s like having an apartelle which primarily profits from putting up ads to serviced apartments. Because the website owner is paying for the link and it is not organically created, it is considered a Black Hat SEO technique.
It is important to know these Black Hat SEO methods because search engines like Google now penalize websites caught employing Black hat techniques. At the very worst, these websites can now be demoted or banned altogether. You can bet that Black Hat SEO is becoming one of the hot topics in education(at least that of computer engineering and information technology courses) as it becomes a more sensitive topic for website owners and administrators.
So the next time you find yourself needing to build a website and market it, be conscious of the likelihood that you are employing Black Hat SEO techniques, whether unintentional or otherwise. You don’t want your hard work to go down the drain with a search engine ban.