“Black Hat” search engine optimization is customarily defined as techniques that are used to get higher search rankings in an unethical manner. These black hat SEO techniques usually include one or more of the following characteristics:
- breaks search engine rules and regulations
- creates a poor user experience directly because of the SEO techniques utilized on the Web site
- unethically presents content in a different visual or non-visual way to search engine spiders and search engine users.
Techniques To Avoid
- Keyword stuffing: Packing long lists of keywords and nothing else onto your site will get you penalized eventually by search engines.
- Invisible text: 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.
- 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.