Search engine optimization (SEO) has been around for nearly two decades now. The increased reliance on SEO strategies to increase website performance is definitely old news. Regardless, there are still plenty of people out there who do not have the slightest idea what this activity is all about.
SEO is the process where techniques are used in order to improve a website’s visibility on a search engine results page’s (SERP) ranking system. Having a high rank on a SERP is a goal for most websites since it usually spells prosperity for them.
As a marketing strategy, the main focus of an SEO campaign is to understand how search engines operate and using that understanding to the website’s benefit. The websites can be optimized through a large variety of ways. Some techniques involve using keywords, coding, promoting the website to intensify the number of inbound links or backlinks and so much more. These are legitimate forms of SEO tactics and are referred to as white hat SEO techniques.
There is another side to this sort of tactic. The other category of SEO practices is known as black hat SEO techniques. These techniques should be avoided at all costs as it can lead a website or the SEO company that employs it to banishment from a search engine, such as Google or Bing, which typically spells death for a website.
Below are some of the black hat SEO sins that are common to unscrupulous SEO practitioners.
Adding unrelated keywords
SEO works by using certain keywords to increase its visibility on SERPs. These work by conducting a research on the keywords used by the search engine users themselves. What some black hat SEO users do is to add keywords that are irrelevant to the main topic of their content in order to increase its number of hits.
For example, an article on window washers adds the name of a popular figure or celebrity. Each time the name of the figure or celebrity is searched on the internet the website on window washers gets a hit. When someone looks for articles on window washers, the one fluffed with irrelevant keywords gets a better ranking because it was hit more often compared to the other websites that did not use the celebrity’s name.
Avoid this dirty tactic as it only fosters enmity in internet users. The website drew the attention of the user, but instead of building trust it instead created mistrust.
Cloaking web content
This is the practice where the webmaster has two different contents for a website. One part is tailored specifically for the search engine and the other is made specifically for the human audience.
Cloaking web content is like typing down a few keywords in a search engine, then clicking a simply relevant website only to find out once it loads that it is actually a porn site. It is these sorts of tactics that keep parents awake and worried at night. Their kids might find bad things without them meaning to.
Stuffing the content with a lot of keywords
This black hat SEO technique is somewhat similar to using irrelevant keywords in that it has something to do with the amount of keywords in the content.
Using wrong keywords is one thing, while stuffing a website with a lot of them is another. Stuffing a copious amount of keywords into the content to increase web visibility is one of the most used and abused black hat SEO techniques. The exorbitant amount of keywords helps make sure that the webpage will be highly relevant to a user’s search.
Never ever use these tactics
A website should strive to avoid these sort of tactics. These are the sort of dirty and cheap tricks that will most likely get a website banned from a search engine. The lack of support from search engine operators like Google, Bing, or Yahoo! deals a massive blow to any website’s chances of success.