Thank you for watching SEO video tips from
OurChurch.Com. In this video we’ll tell you about several black hat SEO techniques to
avoid. MARK: Hi, I’m Mark Steinbrueck, and this is
Kurt Steinbrueck. We’re with OurChurch.Com, and on this video we’re going to talk about
black hat SEO techniques to avoid. This seems pretty scary, Kurt. (laughs) Very
scary. KURT: Black hat, what is black hat SEO? Well,
the term “black hat,” just so you know, is really a reference to the old TV Westerns
where the bad guy would always wear a black hat, and a white hat for the good guy. So
that’s what it’s referring to, people breaking the rules and all this kind of stuff, to try
to get ahead in the search engines. Generally speaking, there’s usually nothing
morally wrong with what’s going on. If you’re hacking people’s sites, okay, that’s a problem.
But usually it’s more of a risk-reward type thing. The real risk here is that these are
things that the search engines have said, “Look, if you do these things, we’re basically
going to treat you like you’re trying to manipulate us, and we’re just going to either penalize
you or kick you out.” So imagine your site no longer in Google, and what that will do
to your site. That’s the risk that you’re taking with these things.
Personally, I think they’re things to avoid. The trick is that they’re also things that
tend to work, and that’s really the seduction of it, right? If it didn’t work, then nobody
would even try to do it. But they do work, and so people are lured into doing it because
you can usually get quicker results, better results sometimes. It’s just, if they find
you, you lose everything. That’s the risk that you take.
It’s kind of like if you cheat on a test. If you can get it away with it and you have
all the answers, you got 100 on the test. That’s great. Take the morals out of it. (laughs)
But if the teacher comes by and sees you with your little sheet, then you failed the test,
you got a zero, and probably — MARK: Kicked out of school.
KURT: Yeah. Got in trouble with your parents, all that kind of stuff. So that’s really what
we’re talking about. We’re going to look at some of the specific things with black hat.
It’s not everything, but it’s just something to give you an idea of some of the major things
to look out for. The first one is keyword stuffing
What this is, usually it happens when somebody realizes that they can rank better in the
search engines because they used keywords on their site, and then they just went overboard.
They took it too far. So either they’ve just created a block of text that just had every
keyword they could think of, and they stuck it on the bottom of their page, or maybe they
used one keyword but they kept adding more and more and more and more.
Sometimes it’s even a gradual thing. You started out and you’re like, “Well, I’m not doing
too well for this keyword, so I’m going to add it in on my page,” and then, “I’m still
not doing as well, so I’m going to add it a few more times,” and then after a few times
of doing that, all of a sudden you realize, “I’ve got this one keyword on here 50 times,”
and it’s not natural at all. It doesn’t make any sense.
So when you’re just shoving all these keywords in, that’s something that the search engines
look for, and they can certainly penalize you for it. Another thing is what’s called
cloaking. Cloaking is basically any time that you show
the search engines different content than what you’re showing users. This can be done
in a couple of different ways. One way is there’s HTML little coding tricks where you
can actually determine if the person viewing your site is a Google bot or a person, like
a real person or is it a search engine robot, and deliver different content. So you’re showing
the search engines one thing, you’re showing the people another thing.
Sometimes this is done for semi-legitimate reasons. Maybe you want to show people something
that looks like graphics, and the search engines can’t read that, so you’re like “I’ll just
show the search engines all this real content, but the people I want to show graphics.” Search
engines still don’t like it, even if you think that there’s a legitimate reason to do it.
Sometimes it’s a very illegitimate reason, and we’ve had people who showed content to
the search engines that was maybe about automotive stuff, and then the people go and click on
the link and it’s a gambling site or something. It’s just completely different. So whether
it seems legitimate or not, you really want to be showing the search engines the same
content that you’re showing people. That’s what they want you to do, and that’s how you
should do it. There’s two other ways that people cloak I
want to mention, because these are actually more common. One is to try to hide text by
making it the same color as the background. So you’re like, “Okay, I don’t really want
to show people this really optimized text that has all my keywords in it, so I’m going
to make it so they can’t see it because it’s the same color as the background, but the
search engines will still be able to read it.” Well, search engines can read colors
too, so they know when you’re doing that. The other thing is to hide it behind images
and things like that, so you put the text in there, then you use some little coding
trick so that an image is displayed on top of it. That’s another thing. They can usually
detect that as well. But just don’t try to hide content. Don’t try to cloak things like
that. That’s bad news. Another thing that happens is buying links.
Buying links is a pretty popular thing to do for a black hat thing, because links are
really very important in SEO. When we first started out with search engines, everyone
was kind of trading links, because they found that that could help. Then the search engines
said, “We’re not going to count those anymore.” So then people started buying links. This
is something that the search engines really started to crack down on. There are ways to
do it, because there are legitimate reasons to buy links, but if you don’t follow the
methods and the standards that the search engines give, then they’ll see it as you’re
trying to manipulate their rankings. Basically they say mark the links by identifying
them as a paid link. Just having something sponsored or whatever on it. And then also
adding a nofollow tag. So if you do those, then they’re fine with it, because you’re
being open with them. You’re saying, “Look, I bought these links, but I’m not trying to
mess with your rankings at all. I want this because I wanted that link there.” They’re
fine with that. But if you start to do it without those things, then they’re going to
look at it as you’re trying to manipulate things and they can punish you. They can also
punish the site that’s selling you those links. MARK: Yeah, that’s the interesting thing,
is they’ll target both the selling site as well as the buying site and penalize both
of you. KURT: Yeah, so it’s dangerous for both. And
buying links is really just one of many linking schemes.
And linking schemes is the next thing. It’s kind of an all-inclusive idea, but there’s
just a lot of link schemes out there, things that people try to come up with to get links
that are not legitimately gotten. They’re not really people saying, “Hey, I love this
content on this site so I’m going to link to it,” it’s just other ways of getting links.
Sometimes it’s spammy blog comments. We see that a lot. I have a couple of blogs, and
I’m constantly deleting those. Sometimes people will create forum profiles, not to actually
do anything on the forum; they just create the profile and put a link on there.
There are things called link pyramids where they create all these spammy links and they
go through all these different sites that link to each other and link to each other,
and they end up with a couple of sites at the bottom that then link to your site. The
idea is that somehow the search engines won’t look far enough down the pyramid to realize
that all these spammy links are really just directed at your site. They can figure that
out. So there are just a lot of things like that
that you have to watch out for. A lot of times, the people that are offering these things
are not very forthcoming about that, so when you’re talking to someone about a link opportunity,
if you will, a lot of times if you start hearing things like, “Hey, we’ve put these things
in place to protect you or to buffer you from the link building strategies that we’re doing,”
that should tell you that what they’re doing is something that could get you in trouble.
MARK: Yeah, that’s a red flag. KURT: Yeah. If you’re doing legitimate link
building, you don’t have to buffer. You don’t have to protect yourself. You want the search
engines to know those links are coming from you.
MARK: Yeah. I think it brings up a good point that if an organization that does SEO for
you is engaging in the black hat SEO practices, they don’t have anything to worry about. It’s
all going to come back on you, the website owner, or the website itself. So if your website
were to get caught and banned or penalized, it’s not going to have any effect on the company
that’s performing that. And you may or may not have known that they were engaging in
these kind of practices, so it’s very important for you to try to listen, as Kurt said, very
carefully to the practices that they do. Really, when it comes down to it, those kind
of practices, those black hat techniques, will only work in the short-term, because
Google and Yahoo and Bing have thousands of people that are paid to go out and manually
look at websites that are doing these kind of things, that are hiding text or engaging
other kind of black hat practices. So they are very good at doing what they do, very
good at finding people or websites that are engaging in these kind of practices, and so
it is a very short-term gain that you will get, and as a result you could have some very
long-term problems. KURT: Yeah, absolutely. There were some recent
updates when Google was going against a lot of these things, there were a lot of companies
that lost everything. And one other link scheme that I want to mention, just because it’s
been pretty popular lately, is something called private blog networks, which are basically
a network of thousands of blogs that you can buy into, and you then submit your own content,
if you will, that can have some of your links on it.
The blogs are not really intended for users. They try to tell you to put in legitimate
content and everything, but generally speaking, it’s usually a lot of spammy stuff that just
has links. But it’s something that the search engines have very specifically said “Don’t
do this.” They’ve actually taken down several of the private blog networks. They have infiltrated
them and figured out what they all are and just wiped them out.
MARK: Wow. KURT: So it’s something to avoid.
MARK: Yeah. So as a summary, the black hat SEO techniques to avoid are keyword stuffing,
cloaking, buying links, and just overall link schemes.
As Kurt mentioned before, these are just a few of the many different things, black hat
techniques that people engage in to try to gain the system that you should try to avoid.
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