Black Hat search engine optimisation is customarily defined as techniques that are used to get higher search rankings in an unethical manner. These black hat SEO techniques usually: break search engine rules and regulations, creates a poor user experience directly because of the SEO techniques used on the web site and unethically presents content in a different visual or non-visual manner to search engine spiders and search engine users.

A lot of what is known as black hat SEO actually used to be legitimate, but a few people went a bit overboard and now these techniques are frowned upon by the general SEO community at large. These practices will actually provide short-term solutions in terms of rankings, but if you are discovered utilizing these spam-like techniques on your web site, you run the risk of being penalized by search engines. This sort of SEO basically is a short-sighted solution to a long-term problem, which is creating a web site that provides both a great user experience and all that goes with that.

So how can we help you avoid falling into the black hole and over optimising your web site only to be banned by Google and other search engines? Below are just a few ways to keep you in the green.

Techniques to avoid :

Keyword stuffing: Packing long lists of keywords and nothing else onto your site will get you penalized eventually by search engines. Learn how to find and place keywords and phrases the right way on your web site.

Invisible text: Also known as cloaking this is putting lists of keywords in white text on a white background in hopes of attracting more search engine spiders. Again, not a good way to attract searchers or search engine crawlers. BMW.de in particular have been banned by Google for committing this exact technique.

Doorway Pages: A doorway page is basically a "fake" page that the user will never see. It is purely for search engine spiders, and attempts to trick them into indexing the site higher.

Unethical, shady, or just over the line SEO is tempting; after all, these tricks actually do work, temporarily. They do end up getting sites higher search rankings; that is, until these same sites get banned for using unethical practices. It's just not worth the risk. For any company being banned for 6 months to a year could be detrimental to its growth, overall sales and potential customers to say the least. So be sure to use efficient search engine optimisation techniques to get your site ranked higher, and stay away from anything that even looks like it might not be in the guidelines that search engines set out for webmasters.

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