The dark side of black hat SEO techniques - Search Engines - SE Optimization

Legitimated skills in SEO may push the page ranking up but if it gets rectified by the search engine(SE) then it may bounce back in the form of blacklisting or degradation in page ranking. Initial search engines were following easy and simple algorithms based on popularity and content. But as soon as webmasters start understanding the process of algorithm, manipulation started either to achieve ranking or web traffic. This manipulation may be for commercial use, spam or fake link building to divert more network traffic. To overcome such unethical tricks, search engines started adopting complex algorithm and reviewing the existing ones. This frequent change in algorithm may invite major shuffle in page ranking. This method of unethical pinning of SE algorithm is called Black Hat SEO. Black hat SEO has some tactics in order to get quick popularity and drastic improvement in webpage ranking. Cloaking is a Black Hat SEO ta ctic in which the content represented to the SE spider is differently represented to the end users. Cloaking fools web browsers rather violating search engine algorithms. A little diluted version of cloaking is IP delivery technique. IP delivery shows similar page to both search engines and end users. But it is applicable to the websites with more of graphics and very little amount of textual content. More graphics prevents spiders from crawling and understanding the content of the web page. One of the legal uses of IP delivery is to rectify location of the web users. Many search engines nowadays using IP delivery to provide information based on geographic location of the net user. For example, if a user is searching for a gas station nearby by using any online map website or SE, then IP delivery first identifies physical location of the requestor and provides the related information.

One more techniques of Black Hat SEO is overloading of Meta Tags. Webmasters know that Meta tag is a loop to manipulate search engines as search engines considers them to index web pages and assign rankings. Sometimes webmasters use hidden texts like same color text with same color background or sometimes reduce keyword font size to make it near to invisible.The use of irrelevant content is one more trick of Black Hat SEO. Webmasters place similar keyword multiple times on a webpage and which carry no meaning or not relevant with the web content to get traffic from these keywords. Internet marketing practitioners mostly use a mix of these methods to gain more business by getting more web traffic. Search engine marketing (SEM) is a kind of Internet marketing that promotes websites by with the help of link building, content writing, and social network media to increase the website visibility in search engines. SEM is gro wing faster than traditional advertising markets. Due to changes in SE algorithms, as these search engines start evolving more complex algorithms in order to get natural and genuine information to the end users. To deal with such complex algorithm people have started resorting to the help of third party vendors who provide SEM services.Paid marketing is always a subject of disputes. Pay per click is a one of the controversies regarding SEM methods. But with respect to current growth of internet marketing and boom in SEM pay per click is justified to some extent.