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Black Hat SEO - What You Should Know
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Black Hat SEO - What You Should Know
Copyright © 2006 Cari Haus
Like it or not, the search engine optimization (SEO) strategies
implemented by your webmaster may impact more than your
company’s keyword rankings. Black Hat SEO, as unethical search
engine optimization practices are generally called, can have negative
consequences for your company’s public image as well.
A relatively recent case in point would be the doorway pages utilized
by automaker BMW. Google penalized the BMW site for using
doorway pages, which trick search engines by showing them
different content than what is presented to users. BMW got a lot of
free publicity out of the deal, but probably not of the type they were
hoping for. BMW quickly removed the doorway pages from their site, and more than likely, someone behind the scenes got their hand
If your company is intent on building not only a brand, but a stellar
public image, the last activity you’ll want to engage in is
SEO tactics. Although there are some gray areas, certain
are widely considered unethical and could tarnish one of your
most valuable assets, your company image.
Black Hat Techniques to
Building doorway pages into your site is forbidden with just about
every search engine. Doorway pages, which are really
or “spider food” that cater to search engine
algorithms but are never
seen by users, have one primary goal: to trick search engines into
higher rankings. They should be avoided at all costs.
Placing invisible text on your site can also get you into trouble
with search engines. An example would be putting black text on a
black background on your site. This practice is also unethical.
Keyword packing or stuffing, which involves putting long lists of
keywords on your site without anything in the way of content, can
also get you banned from the search engines.
If your webmaster or SEO firm is engaging in any of these tactics,
beware. Your site could be penalized by the search engines for
these tactics, and any gains that result from them early on could
be more than offset by the cost of being de-indexed by the search
engines, not to mention the black eye that unethical practices
could give to your company.
Link farms and linking schemes with the primary intent of
manipulating search engine rankings, as opposed to providing
valuable content on the web, can also get your site dropped or
banned from Google. Google also has a very dim view of duplicate
content, which involves the promotion of two or more nearly
Black Hat SEO is simply not worth the risk. Your best choice will
always be to engage an SEO firm whose ethics reflect the stellar
image your company has or is striving to achieve.
About the Author:
Cari Haus retails Amish log furniture and log beds on the Internet
from her website, http://www.logcabinrustics.com/
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Best wishes for your online success!
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