Today we’re talking about an SEO industry term known as Black Hat Tactics, why you don’t want to be lured into this evilness, and how the angelic road is the higher road to prosperous business relationships and longevity.
As business owners we receive many emails. Some of them, like a new order enquiry, and repeat work from previous customers are business email gold. Others, like invoices and reminders to attend that networking event, are just part of keeping business rolling. But there is a third, more ominous type of email – SPAM. More specifically, SEO SPAM.
Most of us have found email spam in our inbox at some point or another. Most of the time it’s easy to recognise and goes straight to the spam folder or trash. SEO SPAM can be a little harder to distinguish as it is specifically designed to offer you (or at least appear to offer) a way to improve your business by increasing your Google ranking and online visibility.
Common attributes of SEO Spammer emails will contain one or more of the following:
- They will point out the NUMEROUS ‘faults’ and ‘failings’ of your current website.
- They will URGENTLY declare that you could be making A LOT more money from your website… If only you engage their services and ‘monetise’ ALL of your posts.
- They will offer to produce an EXTRAORDINARY number of new posts and new content for you, at an EXTREMELY low price.
- They will GUARANTEE you an extremely high Google ranking and load the initial email with HUGE figures of the number of previous websites, rankings, and articles they’ve produced.
If you receive an email offering ‘SEO services’ that sounds anything like the above, pay close attention to those warning bells you can hear! The term ‘too good to be true’ definitely applies here.
These kinds of shady operators employ what’s known in the industry as Black Hat SEO tactics. On the other hand, legitimate, responsible SEO service providers (such as Web-Sta Web Design and eMarketing) employ what’s known as White Hat SEO tactics.
The foundational difference between the dodgy, illegitimate techniques of Black Hat SEO and its professionally and ethically sound antidote White Hat SEO is that Black Hat activities focus purely on ways to trick search engine software and pay no heed to the human experience behind web searching. On the other hand, White Hat SEO is about providing a genuine, valuable human search experience and improving search engine ranking organically.
One example of Black Hat techniques include keyword stuffing – the practice of including the identified key search terms as many times as possible without any concern for overall page readability, coherence, or relevance. Not a pleasant experience for your potential customer! Other Black Hat tactics include using invisible text, doorway pages, adding unrelated keywords to your content, or page swapping (changing the webpage entirely after it has been ranked by search engines).’
Black Hat SEO tactics are unequivocally bad news for your business. Search engine software may initially be tricked into ranking your site highly… BUT the crash is practically inevitable. Worse still, many search engines will ban pages or sites if they discover it’s not showing up authentically. Even if it does manage to limp along, a site full of Black Hat content won’t be an enjoyable, informative, or relevant experience for your customers. And if it doesn’t feel good for your customers, how can it be helping your business at all?
As mentioned, the antidote and sustainable alternative to Black Hat SEO is White Hat SEO. White Hat SEO focuses on generating content that addresses customers’ information and purchasing needs while intelligently and naturally making use of keywords and relevant links. White Hat SEO activity is the result of relevant, well crafted content that will appeal to your finely honed target audience. Major search engines like Google need their search results to be relevant to their audience.
The search engine algorithms are literally designed to analyse your website’s content and actively match searchers with your site, if it’s relevant. Far from being a big obstacle that needs to be overcome and dominated, it’s possible to start seeing search engine algorithms such as Google’s as your partner in generating high quality leads and getting your business seen where it’s most relevant and profitable.
Employing an ethical, sustainable, organic approach to SEO, Web-Sta Web Design and eMarketing start at the foundations and work with you to determine a) who your target audience is and b) which search terms they are using to find products and services like yours. We then use our 11+ years of website optimisation experience to produce effective content and tick all of the ‘behind the scenes’ boxes that ensures you and Google become and stay partners in growing your business.
Click now to chat with a Web-Sta representative about getting your SEO White Hat, and tails on, and arrive at the online gala ball in style! With the powerful VIP, Google right by your side!
P.S. Still a little hazy on what ‘SEO’ is exactly? Click here to read our more comprehensive 3 part series on ‘The Mysteries of SEO Revealed’.