What is unethical SEO and why should it be avoided?

If you are looking to hire an expert to improve your website’s ranking on Google, the first thing to understand is the type of search engine optimization (SEO) strategy that your service provider plans to use. In general, SEO professionals employ white hat or unethical SEO tactics.

How would you know the difference?

White hat SEO strategies strictly adhere to Google’s guidelines. These guidelines are in place to ensure that your users get the most relevant and accurate information related to their search keywords. With white hat strategies, you don’t need to worry too much when Google announces improvements to the current version of its search algorithm, as most of these changes are geared towards eliminating SEO tactics messing with the system.

Unethical SEO strategies employ deceptive practices that often go against Google’s rules to improve your page ranking in the short term, but can permanently damage your website’s reputation once Google becomes aware of these. tricks. Google can penalize your site by lowering its ranking or ban it altogether.

Although unethical SEO strategies can apparently give you a competitive advantage over those who adhere to the rules, there are several reasons why this strategy can be detrimental to your business. Google is always updating its algorithm to filter out these practices and penalize the sites that use them.

Here are some unethical SEO tricks to know and avoid:

Invisible text

Some websites would insert certain keywords into their websites and hide them by matching the font color to the background. Although visitors couldn’t see these hidden words, Google’s algorithms were still able to detect them. This gave some sites higher page ranks on the day. Today, these tricks become ineffective because Google has picked up on this strategy and addressed the problem.

Covert

This technique used two different HTML addresses, one is intended for the visitor and the other was designed for the Google bot. Sites using Adobe Flash could do this because Google couldn’t see the information on these particular sites, allowing some developers to display two different types of content. As a result, visitors will find that the page shown to them has nothing to do with their initial query, which ruins the user experience. Google always aims to provide quality interactions with its search engine, to prevent this from happening, it penalized sites that employ this practice.

Duplicate content

Some web developers plagiarize articles from popular blogs or websites in hopes of driving more traffic to their own site and improving their page ranking. It is essentially a “copy and paste” process. Of course, this blatant act of stealing content is prohibited and sites that do so will be subject to penalties such as lower page rankings. Google encourages creators to produce unique and valuable content that will benefit the online community.

Content writing

Some try to avoid plagiarism by using software programs that simply change a few words from an existing article that is pulled from another website with synonyms. This process of automating and rotating content to create an “original” composition can result in a disjointed and sometimes incomprehensible piece that does not provide new insights.

Link Farms

This method involves creating multiple websites and using links that link to each other to trick Google into recognizing you as a reliable source of information. This gives the illusion that your website is popular and attracts great interest from readers. Google now has the ability to find these fraudulent backlinks because it can recognize that these sites often have little or no relevance to each other. Once you identify this red flag, it can result in a huge drop in your page ranking.

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