Every SEO optimizer’s dream is to see their page rank higher in search results. It is also critical to the company’s growth. In our previous blog, we looked at the world of SEO, but we left out the dark side of black hat SEO. There are various generic ways to rank your page using SEO tactics, but black-hat SEO employs shady tactics to achieve the same results. So, what exactly is black hat SEO? What are the various types? Why should you avoid using them? Let’s investigate.
What Is Black Hat SEO?
Black hat SEO tactics are those that go against the guidelines established by Search Engine algorithms. These strategies manipulate the algorithm to achieve a higher rank on the SERPs. Every search engine has specified which practices are prohibited, along with their results. Even though search engine algorithms have become more sophisticated over time, it is still preferable to use White-hat SEO over Black-hat SEO. White hat SEO employs ethical methods that do not expose your website to penalties. It aids in the creation of high-quality content and the provision of a better overall customer experience. As it is said-
” It is sometimes easier to succeed by employing incorrect methods, but this success is fleeting, like a smoke bubble. “
Black Hat SEO Techniques
There are different subtle ways to include these tactics in your content. They are subtle because they are supposed to go unnoticed by the algorithm. These are the following shady practices one uses:
1. Stuffing Multiple Keywords
This includes using various irrelevant and repetitive keywords to confuse the algorithm while ranking the page in the search engine. This links your page to irrelevant queries and creates a bad user experience. In this practice, usually, multiple variations of the same keyword are used. For instance,
“Looking for seamless jeans? We provide you with the seamless jeans you have been looking for! Look into our websites to find varieties of seamless jeans. If you are still confused, talk to our fashion experts to find the perfect seamless jeans fit for you.”
You might find the text too wordy and repetitive from the above context. Google algorithm easily spots content that sounds unnatural and penalizes it or affects the ranking.
2. Abusing Rich Snippets
Rich snippets or schema are structured data that rank your page above the competitors. It allows you to change the outlook of your content on SERPs. You can add structured data to a page in the form of podcasts, ebooks, and recipes among the other products and services. The most popular form of rich snippet is review markup. Someone who uses black hat SEO might write fake or inaccurate reviews to fool the algorithm. For instance, someone might rate their work 5 stars or leave a positive review just to captivate users and confuse the algorithm into placing their pages on the top.
3. Link Farm
It is a website built solely for link building. Under this, a website links its site to the site they wish to rank higher. These types of websites usually have low-quality content and a lot of links. The links mentioned usually contain sites that have ranking keywords consequently, inflating their website ranking.
4. Poor Quality Content
This includes copying content from someone else’s website through a bot or a person. Before 2011, Google didn’t recognize duplicate websites right away but after the Google Panda update in 2011, the duplicate websites took its downfall right away. Another way is using invisible keywords to help your page rank, this practice is also prohibited by Google guidelines but is often used by black hat SEO users.
Furthermore, you can rank incorrect content through bait and switch, Under this, you create content that might give a good rank but once it reaches that position, it is swapped for some other content to fool the users. Ultimately, giving users a bad experience and making your website look untruthful.
5. Paid Links
Any links intended to manipulate PageRank or a site’s ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site.
Paid links involve paying someone to link your content. For instance, you can give someone free samples in turn of advertising your content on their page and vice versa. This type of exchange is not allowed or even entertained by Google. Often, the buyer and the seller are penalized when caught engaging in such an exchange.
Why Should You Avoid Using Black Hat SEO Practices?
Sure, your ranking might improve but will go unnoticed forever? If anyone goes against the guidelines and gets caught then Google “may lead to a site being removed entirely from the Google index or otherwise affected by an algorithmic or manual spam action.” Furthermore, it stated, “If a site has been affected by a spam action, it may no longer show up in results on Google.com or any of Google’s partner sites.”
1. Negative Impact On-Page Ranking
Once you are penalized by Google for following black hat practices, your page visibility gradually declines. Consequently, it reduces your brand awareness and reaches. This will reduce your business overall since you aren’t able to reach out to your target audience.
2. Temporary Results
Yes, using manipulative practices drives results to your website. That is only because Google takes time to identify the unfair practices, but once they do the action is quick, and your ranking downgrades.
3. Leaves A Bad Impression
When you use unethical practices to rank your page, then the users face a pretty bad experience which isn’t good for your company’s brand value and goodwill. When a customer faces a bad experience they will not only refrain from your website but also tell others not to. This potentially can bring down your brand reach and visibility.
In A Nutshell…
To conclude, black hat SEO tactics pose a real risk to any website that uses them to rank on the search engine results pages.
Even though using these techniques isn’t as common as it used to be, there are still SEOs who adhere to this method of marketing or who convert businesses into believing that the method is ethical when in reality, the methods are in direct violation of Google’s guidelines.
The bottom line is to avoid black hat tactics on your site. If you need help to improve your SEO ranking and ensure that there aren’t any black hat tactics involved involuntarily, book an appointment today.