Search engine optimization professionals have probably heard of the expression known as unscrupulous SEO techniques. Blackhat SEO entails a collection of strategies utilized to increase a website's or page's ranking in search engine rankings, but through methods that violate the search engines' terms of service.
Essentially, blackhat SEO is a quickfire approach that may get your site to the top of search engine rankings quickly. However, these techniques are often seen here as dishonorable, and search engines like Google may severely penalize sites discovered using them.
An infamous blackhat technique is overusing keywords. This involves loading a webpage with keywords or numbers to game a site's ranking in Google search results. They might come across in a list, pile, out of context or in a hidden div.
Link farming is another common method. Here, sites are connected together in a circular network to increase the rank of all the sites in the chain. However, if a website is linked to from numerous unrelated websites, it could also be penalized.
Cloaking is an even riskier blackhat method. This involves different content is presented to search engines than to users, essentially redirecting users to different pages without their consent.
Despite the risks, why do people use blackhat SEO? The evident answer is: for immediate results. These techniques give websites the illusion of relevance, boosting them up the search results quickly.
However, the gain is fleeting. Search engines now incorporate sophisticated algorithms which identify these manipulative techniques. Once they're identified, penalties may include lower rankings or even being deleted entirely from the search index.
As a result, many websites are moving towards white hat SEO strategies. These are techniques that aim to build a website's prominence in legitimate ways. Some examples are creating relevant content that provides helpful information to the reader, optimizing website tags, or creating a positive user journey.
So, while blackhat SEO may appear a quick way to improve your site's visibility, it's a risky game to play. It's wiser to focus whitehat SEO techniques, that improve your website through legitimate means, thus providing long-term success.