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SEO Expert Guide - Black Hat SEO - Activities to avoid (part 8/10)
In parts 1 - 7, you learnt how to develop your proposition, identify your key words and optimize and promote (for free) your site and pages on the world's search engines. You were also introduced to our mythical Doug (who sells antique doors, door handles, knockers, door bells or pulls and fitting services) in Windsor in the UK. There are some search engine optimization and promotion techniques I did not cover, as they are unethical. In this part of the guide, I outline this techniques, so you can recognize and avoid them! (a) Search Engine EthicsBorrowing from the wild west, white hat SEO generally refers to ethical techniques, whilst black hat SEO is unethical techniques. Search engines are designed to help people find genuinely relevant results for the key words they enter, in a ranked order. Relevancy is a mixture of the "authority" of the site generally and the specific relevance of the page content to the search made. Anything which undermines this (ie. by creating false impressions of authority or relevance) is unethical because it undermines the key purpose of search engines.Black hat practitioners tend to see search engine optimization as a war, and search engines and SEOs as the enemy, to be beaten by means fair or foul. White Hatters tend to view search engines as friends, who can help them get business. (b) Hidden Page TextBlackhatters create hidden text in page code (not intended for humans). At a simple level, this could be white text on a white background. The text is generally hidden because it does not fit with the rest of the page content but does help with search engine results. This by definition means that - as a human searcher - you are likely to be disappointed by the result when you land on this page.In their Guide for Webmasters, Google implore you to "make pages for users, not for search engines. Don't deceive your users, or present different content to search engines than you display to users. " The guide goes on to specifically recommend you "avoid hidden text or hidden links". If you want to avoid being blacklisted by Google, then I would recommned you pay attention to this advice. (c) Buying Inbound LinksIn their Guide for Webmasters, Google ask you to "avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you. Another useful test is to ask, 'Does this help my users? Would I do this if search engines didn't exist?' ".You can find on the web links from PR8 sites on sale for $200. From our earlier exploration of PageRank, you'll understand why such a high price can be supported. As you can imagine, Google and others frown on this activity, as it undermines the whole principle of democracy that underpins PageRank. Buying votes? Unethical! The consensus in forums is that Google look out for unnatural linking patterns, including substantial cross linking, sharp growth in backlink numbers and same anchor text in most links. I would advise you avoid this sort of activity altogether! (d) Use of Link Farms and IBLNsIn their Guide for Webmasters, Google say "don't participate in link schemes designed to increase your site's ranking or PageRank. In particular, avoid links to web spammers or 'bad neighborhoods' on the web as your own ranking may be affected adversely by those links."In practice, Google identify 'bad neighbourhoods' by devaluing back-links from the same IP subnet. Where a site is simply a link farm site (that lists loads of links to other sites, in exchange for links back or money) Google will eventually identify it as a 'bad neighbourhood' and remove the links from it's index. Independent Back Linking Networks (IBLNs) are a network of sites that all directly or indirectly link back to your site in such as a way as to promote it through the search engine rankings. The way IBLNs get around Google's IP monitoring is by using a completely different web-hosting plan for every site you want to link back directly to you. This is very time-consuming and will cost you a lot of money. It is also not fool-proof and (if detected) can lead to Google simply wiping out all the direct referrers from their index (the sites they find flagrantly built simply to link to your main site) or, worse, dropping your entire IBLN - including the main site your were trying to optimise for. Don't be daft - keep it clean! (e) Use of Cloaking Pages or Sneaky RedirectsIn their Guide for Webmasters, Google recommend you "avoid 'doorway' pages created just for search engines, or other 'cookie cutter' approaches such as affiliate programs with little or no original content."When Doug reads this, he begins to understand why doorknockers.com fails to rank higher in the search engines. That domain simply redirects to a different site (with a regular business name) which also fails to rank well in Google. This poor business-owner has clearly become an unwitting and almost certainly innocent victim og Google's policy to catch out Blackhatters. He also understands why having his content on antique-door-knockers.com will be preferrable to redirecting people to a domain based on his company name (Doug Chalmers Limited). Next we turn to tools you can use to monitor your ongoing optimization effectiveness... Navigate the guidePrevious : SEO Expert Guide - Paid Site Promotion (Marketing) (part 7/10)Next: SEO Expert Guide - Ongoing Monitoring of Results (part 9/10) About the author:David Viney (david@viney.com) is the author of the Intranet Portal Guide; 31 pages of advice, tools and downloads covering the period before, during and after an Intranet Portal implementation. Read the guide at http://www.viney.com/DFV/intranet_portal_guide or the Intranet Watch Blog at http://www.viney.com/intranet_watch.
MORE RESOURCES: What Is Important to Know About SEO in 2021 The Southern Maryland Chronicle Content consolidation among winning SEO strategies, award winners say Search Engine Land How to Do a Content Gap Analysis for SEO Search Engine Journal Video: Dawn Beobide on the importance of training your developers on SEO Search Engine Land How SEO works and how to use it to rank higher in search results - Business Insider Business Insider International SEO for 2021 & Beyond: 9-Point Checklist for Success Search Engine Journal 17 SEO & Digital Marketing Expert Tips from SEJ eSummit 2021 Search Engine Journal All SEJ eSummit Presentations Are Now Online: Binge on SEO, PPC, Content & More Search Engine Journal How to Hire an Enterprise SEO Expert for Your Marketing Team Search Engine Journal Do Incognito Searches Affect SEO or Rankings Search Engine Journal Top 5 SEO Examples For Manufacturers ThomasNet News Vlog #104: Dawn Beobide On Educating Your Developers On SEO (Part One) Search Engine Roundtable Learn How to Take Your Enterprise SEO to a New Level at eSummit Search Engine Journal Google Ranks Webpages, Not Websites Search Engine Journal Get Started on your Law Firm SEO Action Plan The National Law Review SEO year in review 2020: COVID forces platforms to adapt their local and e-commerce offerings, and more Search Engine Land SEJ eSummit Is TODAY: Accelerate Your SEO & Marketing for 2021 Search Engine Journal Healthcare SEO Fundamentals to Grow Your Medical Practice Search Engine Journal A Quick Guide to SEO for Non-Profits [Infographic] Social Media Today These Common SEO Mistakes Can Torpedo Your Rankings Builder Magazine No-Click Searches Require a New Way to Measure SEO Results Search Engine Journal WordPress All in One SEO Auto Updates Cause Backlash Search Engine Journal SEO Agencies and Professionals can Accurately Study their Digital Performance with a Keyword Rank Checker Seekers Time Tips to hire an SEO agency - - VENTS Magazine VENTS Magazine 87 Top eCommerce SEO Tips - Business 2 Community Business 2 Community Enterprise SEO in 2021: The Importance of Insights & Value of Action Search Engine Journal Congratulations to Joe Wheeler, our January Employee of the Month Internet Marketing News Award-winning tips from the 2020 Search Engine Land SEM and SEO agencies of the year Search Engine Land How to Improve Your SEO Ranking (4 Must-See Tips!) Business 2 Community Meet Rahul Dakare, the SEO expert making a fortune Hindustan Times Dealing With "This Is The Way Our Old SEO Did It" Search Engine Roundtable SEO Poll: SEO Content Priorities Search Engine Roundtable Skyrocket Your Brand’s Digital Media Presence With Umer Anees the SEO Expert From Pakistan Yahoo India News Stellar SEO Creates a New Division Providing Law Firm SEO Services - Press Release - Digital Journal How your business can benefit from SEO Business MattersBusiness Matters Image: 7 SEO Digital Marketing Trends for 2021 Business 2 Community International SEO Roundup - what are the differences between countries when developing their SEO? MintTwist Blog Global SEO Platforms Market 2025: SharpSpring, AgencyAnalytics, Oracle Market ing Cloud, KIZEN, Act-On, etc. NeighborWebSJ Miami SEO Agency Tips On Google Maps Marketing Programming Insider Enough With The B.S. Resolutions: In 2021 We Optimize Them Search Engine Journal Infidigit bags SEO mandate for cure.fit ETBrandEquity.com Gozoop wins integrated media, SEO mandate for EuroSchool group ETBrandEquity.com SEO Software Market Analysis by Region Analysis and Business Development, By 20 Business-newsupdate.com No need to search far for tips on SEO Worcester News True Beauty ending: Will Seo Jun break up with Ju Gyeong? Read current speculations - Republic World Google Reportedly Blocking Australian News From Search Search Engine Journal 3 PR and marketing trends to watch in 2021 AZ Big Media SEO Software Market Set to Register healthy CAGR During Forecast (2021-2025) – NeighborWebSJ NeighborWebSJ 5 cute moments from True Beauty: Seo Jun, Lee Su Ho, Ju Gyeong’s love triangle and more Republic World Junior SEO Analyst job, Cape Town Bizcommunity.com How to Optimize Your Website for Local Search in 2021 Business 2 Community How to Learn SEO: A U.S. News Guide U.S. News & World Report SEO 101: Get Your SEO Guide for Beginners [EBOOK] Search Engine Journal 3 Things You Must Know About SEO in 2021 Search Engine Journal RIP antiquated SEO: Google’s guidelines stress quality content Digital Commerce 360 YouTube SEO for Beginners: 10 Best Practices to Get You Started Search Engine Journal 10 Reasons Why SEO Doesn't Work Search Engine Journal 3 Steps to Better Content: Power up Your SEO with Audience Understanding Search Engine Journal The 10 Commandments Of SEO Forbes How to Turn SEO Into a Measurable Revenue Generator Search Engine Journal The 3 main components of SEO AZ Big Media The Complete Guide to SEO for Course Creators Entrepreneur 20 Things I Learned From 20 Years of Working in the SEO Industry Search Engine Journal |
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