Black Hat SEO – Deception At Its Best By Aisha Danna At Isnare.com Ezine Articles

Like all revolutionary concepts, search engine optimization too consists of the good and bad elements. When a revolution aims at finding solutions for unique problems, it is always confronted by negative elements wanting to pull it down. Black Hat SEO techniques are examples of such factors.

As opposed to White Hat SEO, Black Hat is known to be the unethical process of optimization. It comprises activities that are not approved by search engines as the right way of optimizing sites. Such activities usually aim at fooling search engines as well as the users, who surf such sites for information.

Unfair and deceptive, these search engine optimization techniques are adapted by experts to improve their listings on SERPs. Despite being prohibited, Black Hat processes have actually boosted the rankings of numerous sites. Some of the commonly used techniques in this category are:

1) Cloaking – In this technique, an SEO presents different versions of the same web page to search engines and users. In this process, content is delivered on the basis of the IP address of the user requesting a particular page. Thus, the user is able to see a web page that contains content not otherwise visible on the page. This helps in deceiving search engines into displaying a page that does not actually deserve a listing.

2) Keyword Stuffing – This happens when the site's content is stuffed with keywords. Optimizers use colours that match the page's background, thus making the text invisible to human eye. However, search engines crawl such pages on the basis of their keyword density, thus giving them higher listings.

3) Duplicate Websites – In this Black Hat search engine optimization technique, ambiguous versions of the same site are floated on the World Wide Web. Thus, search engines enlist both these sites as individual listings on their rank pages, resulting in double revenue for the website owner.

4) Doorways and Redirects – Often, web pages are created only to attract search engines. Such pages do not have relevant content or design, and are just stuffed with keywords and Meta tags for crawling purposes. Users landing on such pages are then redirected to an original web page. This enhances the inflow of traffic on your site.

Search engine optimization companies indulging in such activities stand the risk of getting their sites blacklisted or banned by search engines. Hence, it is advisable to ward off from such techniques and stick to natural or paid processes of optimization.

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