The expectation of many customers/positioners is to quickly promote a specific page, and this is where Black Hat SEO most often appears. Well … the decision whether to enter this path is always individual and it is a calculation, we take shortcuts through the bushes next to the booth where the bullies are sitting (maybe they will not accost us), or we will choose a longer but safer path.
Basically everyone wants to go to the same place, the difference is only in the way. Positioning with unethical methods is simply riskier, but can bring more tangible benefits in a short time. If our activity is to be professional, long-term, such shortcuts are definitely not profitable. Below are a few words about selected Black SEO techniques.
It is probably one of the oldest methods that have gone through many modifications. Generally, the idea is to show the robots more content than we want to show the user (such a page could be unreadable or overloaded), thanks to which you can include a lot of text and saturate it with words/phrases for which we position it and visually not make it a garbage can.
The most primitive technique here is probably to put the text in the background color so that it is not visible at first glance. Another variant is to add the text in a font so small that it will not be visible – the maximum height of the characters is 1 pixel and it looks like a line. It is also worth mentioning adding text as comments in HTML (this is ignored by the Google bot).
More popular keywords, unrelated to the content
Often, using keyword selection tools, you can find phrases that are more popular than the current page. Sometimes this leads to the temptation to use them in meta tags or page content. This is a rather poor way, because if the topic of our website is different, the only thing we can be sure of is a high bounce rate, in other words, we will not keep internet users long on our website.
I even remember pages with topics like “GG Descriptions”, which were displayed on page 1 of the search results after entering the name and surname of a deceased psychotherapist in the search engine (his name and surname were among the leading phrases for several weeks). It was so long ago that I don’t remember which search engine it was, it was 🙂
Quite a simple operation that consisted of entering a huge number of keywords on the page and in meta tags. Currently, it is commonly believed that phrases entered into keywords do not translate into search results. Including an unnaturally high number of repetitions of your keywords on your home page may be a way of getting a quick filter rather than producing better search results. Currently, the words in the title of the page are important, but it is short and should not contain repetitions.
The content of the text on the page in relation to the HTML code is a very important factor for positioning, hence the temptation to quickly and easily fill our page with text … hence only one step is ok to copy texts/articles from other pages and use them on our website (it is quite frequent practice on backend sites). Effect … you can be almost sure that Google will catch such content as the so-called duplicate content and we’ll go down in the search results. There is an additional problem at this point, the ownership of the text and the potential legal problems associated with it, but to be honest I am completely unfamiliar with it.
Link exchange systems
Well, not everyone will agree with me on this point, especially since it is still a popular positioning method. The Google guidelines are clear, however, and I have already encountered descriptions of SEOs whose domains have gone down for this very reason. In general, Google’s guidelines are that in theory our website is appreciated for its unique and valuable content that is useful for Internet users (read: they link to it themselves) and all systems whose task is to link to a given page are unfair by definition.
In short, the idea is to show internet search robots different content than to the Internet users, such a page can be very rich in content, contain keywords, and be perfectly optimized for SEO, and unfortunately not very attractive for Internet users. It also happens that the spiders are presented with a website with a completely different subject and with different keywords than the website for internet users.
You can read about cloaking techniques here. This method is considered very risky and it is assumed that Google also checks the pages with other bots and if it detects that there are different versions of the page, it will be thrown out of the index (of course, except in justified cases, such as different language versions depending on the location of the website visitor Internet users).