Black Hat SEO is a technique used to increase the ranking of a page or website by breaking the rules made by search engines like Google.
Quoted from Mr.Black, it is very important to realize that websites that run black hat SEO can be subject to severe penalties from search engines. Therefore, knowledge of black hat SEO must be understood by all who do SEO campaigns.
The term “black hat” itself comes from western films which are often used to distinguish the antagonist from the protagonist, who usually wears a black hat. This is where the terms “black hat” and “white hat” SEO are created.
Black Hat SEO vs. White Hat SEO
Why are there so many SEO specialists that use techniques that are prohibited by search engines?
The answer is the black hat method is much easier to do and requires a much shorter time to increase the position of a website on search engines compared to the white hat method.
The main purpose of search engines is to provide relevant content and to its users.
Well, this black hat method instead looks for ways to “play around” the algorithms of search engines in order to get a high position, not by presenting quality content.
Why White Hat SEO?
A white hat SEO method is a set of ways to achieve a high position on search engines by trying to provide content from sources that are trusted and relevant to what is sought by consumers.
Algorithms from search engines themselves are continuously updated and increasingly sophisticated every time. The aim is to remove all manipulative activities on search engines.
In addition to the risk of being punished, serving quality and relevant content in a business can also damage the reputation of a brand!
6 of the most popular Black Hat SEO techniques
- Keyword Stuffing
Fill very many keywords on a page, with the aim of increasing position on search engines called keyword stuffing.
Slipping keywords in places that are not needed, where those keywords do not add value/use to content make the content look of quality and confusing for readers.
Google itself explains that keyword stuffing is an activity to repeat the same keywords excessively so that the page does not look natural and disturbs the reader.
- Paid Backlinks / Buying Backlinks
Search engines like Google strongly oppose the sale and purchase of backlinks.
Google states that any link intended to manipulate the ranking of a website on Google can be categorized as a violation!
Provide a website for goods or services, with reciprocity in the form of backlinks included in this category. Both buyers and sellers of backlinks will be subject to sanctions from Google if they are caught doing this activity.
If you are aware of this and have already done so, you can delete the backlink that you have provided or can contact the party concerned.
If not, you can also use Google’s link tools. By using the disavow link tool, you tell Google to ignore the link when calculating your website’s ranking.
- Spam Through the Comments Column
As the name suggests, the way this one is to put a link from your website in the comments column that is usually available on other people’s blogs.
Google updated its algorithm in Google Penguin Update, where Google no longer gives weight to the links in the comments column again. Even so, this method is still mostly practiced by SEO practitioners, especially in Indonesia.
- Link Farming
Link farming is a website or a collection of websites created with the aim of building backlinks.
Every website created will provide a backlink to the desired main website. This is done because search engines give weight to websites that get backlinks, the more quality backlinks obtained, the higher the ranking of a website.
Websites that are made to do link farming usually have unqualified content and have lots of outbound links from the website.
But search engines like Google are getting smarter at finding websites like this. This method must be avoided because it has a high risk.
- Private Blog Networks (PBN)
Private Blog Networks or commonly called PBN is a collection of websites with high authority, which is used to build backlinks.
The concept of this method is not much different from Link Farming above, but the domain used in PBN is usually a domain that has high authority.
Black hat SEO usually buy domains that are old/expired, then revive them to provide backlinks to their main websites. Just like link farming, this method is not recommended because it has a high risk.
Compared to spending time and energy to buy and animate the old domain, it’s better to use it to produce quality content, right?
- Quality Content
Broadly speaking, content that is not quality is content that does not provide value to the user.
One example is taking (copy & paste) content from other websites. This method has also been overcome by search engines such as Google by implementing Google Panda Update in 2011.
After the update took effect, many websites that did this method were affected and immediately experienced a decrease in their traffic.
In addition, adding keywords that are not visible to the user by making the writing color the same as the background color (for example, making the writing color white on a white background) also fall into this category.
Another way is to replace content that already has a high position on search engines with content that is not relevant at all. This is detrimental to users because they do not get the actual content sought.
Creating original and quality content is very important in undergoing white hat SEO. Not only to avoid penalties from search engines, but quality content will build trust in customers and the target audience of a brand.