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7 BLACK HAT SEO TECHNIQUES YOU MUST AVOID - SEMALT TIPS




The primary goal of all SEO activities is to get the highest possible position
in the search results. To achieve it, the website must be adapted to the
requirements of Google algorithms. You can use positioning techniques more or
less tailored to the requirements of the search engine. Today we will discuss
methods that are the opposite of good practice, i.e. Black Hat SEO. Find out
what non-compliant optimization practices are and how they can hurt your site.


WHAT IS BLACK HAT SEO?

One of the most important tasks of internet marketing is to fight for the best
visibility of a website in search results. To achieve satisfactory results, many
techniques and mechanisms must be used, and effective positioning is tedious and
time-consuming work. In addition, effective website optimization for search
engines must primarily take into account the guidelines of Google.


Websites rank higher or lower in search results based on various factors.
Getting the best Google ranking is the common denominator of White Hat SEO and
Black Hat SEO. The first ones include the allowed and recommended positioning
techniques that we all know:
 * speeding up website loading and optimizing the website structure;
 * internal linking and obtaining qualitative links;
 * installation of the SSL certificate and activities for the security of the
   website;
 * systematic publication of quality content with keywords.

So, what is Black Hat SEO? This is the opposite of the mechanisms mentioned
above. This is how actions that go against the search engine guidelines for web
design and development are determined. Unfair practices and techniques are used
by webmasters and SEO positioners who want to gain an advantage over the
competition in a very short time.


Optimization activities that do not comply with the standards are a shortcut -
they allow you to quickly gain high positions in the Google ranking. However,
they are a huge risk. An attempt to manipulate search engine algorithms to
improve visibility in the SERPs can lead to a penalty for the website and a
decrease in organic traffic. If you care about long-term effects, you must avoid
Black Hat SEO practices.


PROHIBITED POSITIONING TECHNIQUES, OR WHICH SEO ACTIVITIES ARE NOT WORTH USING?





In "black SEO", the goal is to create a website for search engines, not websites
that meet the needs of users. Therefore, we distinguish:
 * prohibited on-page positioning techniques - all activities carried out on the
   website that includes optimization and mechanisms related to keywords or
   content that do not comply with the guidelines;
 * prohibited techniques of off-page positioning - various activities carried
   out outside the website they are associated with, for example, unethical
   acquisition of external links or hacking other websites.

Remember that forbidden positioning practices, despite the initial effects, may
harm your online presence more than help it. Here is a list of the most popular
SEO activities that websites should avoid, prepared by specialists from the
marketing agency Semalt.


1. KEYWORD STUFFING

Placing as many keywords as possible in many places available on the website
(e.g. in articles, descriptions or page code) without proper context to increase
visibility is a technique that Google has been fighting with for a long time.
Today, the key is content that is understandable for the user and the natural
use of phrases. Saturating content with various queries is therefore now
considered a Black Hat SEO practice.


Those who indulge in such a practice forget that with relevant keyword
research using qualified SEO tools, they can produce unique content for Internet
users and Google and come to the top of the search engine with a little
patience.


2. CLOAKING

One of the oldest and increasingly rare errors in websites is Cloaking, i.e.
masking content. It consists in presenting two different versions of the page -
one to users and the other to search engine robots. This is how spam on the site
is hidden. In practice, Internet users usually see plain graphics, and Google
bots see text saturated with key phrases. Intentionally manipulating the content
lowers the credibility of the site and can be punished.


3. LOW-QUALITY BACKGROUND AND CONTENT

As already mentioned, Google search promotes high-quality and unique content in
SERP rankings. Therefore, to avoid any penalties, you should avoid creating
materials of little value to users or copying content from other sites. This is
not only a way to increase the bounce rate, but also Black Hat SEO. Just like
massively created backends, the purpose of which is to generate many links
leading to the page from as many domains as possible.


4. DUPLICATE CONTENT

Promoting quality content on websites is a key SEO trend right now. At the other
extreme, we find content duplication, which is one of the once quite effective
practices, which consists in duplicating content under several URL addresses.
The phenomenon may occur within one or more domains. It is assessed negatively
by Google robots, which have been fighting duplicates for years, appreciating
unique and valuable texts or descriptions.


5. LINK EXCHANGE SYSTEM (SWL)

Among Black Hat SEO techniques used outside the website, the link exchange
system was very popular. Until recently, it was an excellent way to
automatically and quickly obtain a large number of links to a website. With the
entry into force of the Penguin algorithm, a lot has changed in terms of link
building. Therefore, currently using link farms or low-quality facilities is an
easy way to receive a penalty from Google. SWL can include:

 * buying and selling links;
   
 * automation in creating and acquiring links;
 * systemic link-for-link exchange;
 * a large number of sponsored texts on the page;
 * guest publications for extensive linking purposes only.


6. DOORWAY PAGES

Creating doorway pages is one of the forbidden techniques of Black Hat SEO. Why?
First of all, it's another masking practice that violates Google's guidelines.
These types of sites are positioned for specific keywords, and their sole
purpose is to redirect the user to a different URL than the one they initially
clicked on. Usually, the Internet user is not even aware that he/she has visited
an undesirable website.


7. FALSE REDIRECTS

According to Google's Webmaster Guidelines, misleading and implicit redirects
are one of the prohibited SEO techniques. This practice is similar to masking -
it leads to different content being displayed to algorithms and users. So,
remember to use redirects only in justified cases, e.g. when you change the
domain, remove duplicate content or combine many pages into one.


As you can see, prohibited positioning techniques include several different
activities both on and off the website. Of course, the above-mentioned practices
are just a few of the "black SEO" methods used by webmasters. It is worth noting
that they may result from deliberate actions or ignorance. If you want to
eliminate the risk, perform a comprehensive SEO audit of your website regularly.


WHAT ARE THE RISKS OF USING BLACK HAT SEO?



Search engine guidelines for website positioning define the rules for using, for
example, Google. Therefore, failure to comply with the regulations can lead to
serious consequences. The use of Black Hat SEO techniques will therefore bring
quick but at the same time short-term success. What exactly are the risks for
sites that don't follow the webmaster requirements?


1. PENALTIES FROM GOOGLE

The search engine may impose various types of time penalties on websites using
positioning techniques that do not comply with its guidelines. They mainly
consist in lowering the website's position in the search engine and can be
partial or complete (including individual subpages or the entire website).
Usually, there are:
 * Manual Filter - A type of penalty imposed by a Google employee. Information
   about this event appears in Google Search Console. From the received message,
   you can learn about the reason for the penalty, the scope of the filter
   itself and ways to solve the problem. Restrictions can be removed after
   checking the page again and no irregularities are detected.
 * Automatic filter - a type of penalty imposed automatically by Google's
   algorithms. Information about the event is not provided to website
   administrators. Finding the cause and removing the filter is time-consuming
   and difficult in this case. It is most often manifested by a large and sudden
   decrease in position in Google.
 * Ban - a type of punishment that results in the exclusion of the entire site
   from search results. It is extremely rare and is associated with serious
   offences. Once a page is banned, it becomes invisible on Google and is no
   longer indexed. Such restrictions - unlike in the case of filters - apply
   only to factors dependent on the webmaster, i.e. violations related to the
   content of the website.


2. A SIGNIFICANT DECREASE IN VISIBILITY IN THE SEARCH ENGINE

As already mentioned, the imposition of filters by Google causes the loss of
position in the SERP ranking. This, in turn, is directly related to lower page
visibility and a decrease in website traffic. With them, the number of
conversions also decreases. And all this despite the initial increases caused by
the use of manipulative techniques. Over time, algorithms detect fraudulent
practices and neutralize artificial inflation of the ranking.


3. DECREASE IN WEBSITE TRUST AND WORSE UX

Creating user-friendly websites plays an increasingly important role in
positioning. These types of sites comply with the principles of User Experience.
The opposite of good UX is Black Hat SEO techniques. After all, the purpose of
these practices is to build a website for search engines, not a platform that
meets the expectations of users. In this way, not only the website's ability to
convert decreases but also the trust among Internet users.


Using forbidden techniques and not following search engine guidelines is very
risky. Google is constantly fighting against practices that are contrary to its
requirements by updating its algorithms. Panda, Penguin and Pirate oppose the
manipulations of webmasters. A much better solution is positioning using White
Hat SEO methods. Use them and enjoy a high position in the search results!