An article By Aisha Danna

Much more than it was before, more than ever, it is important today for business competitors (Online) to keep upbeat with the changing trends and rising competition amongst their respective industries and stand out from 100’s n 1000’s of websites belonging to a specific gene`.

Not miracle, not coincidence, it is the outcome of well brought up search engine optimization campaigns that is touching up the changing face of the search engines. SEO services and practices have probably been the worst kept secret of the Internet, where sites that appear on the SERP’s of our very own search engines in fact are rehearsed n dressed up in the flavour of the search s preferences.

SEO practices though spread over a wide range, covering all the various elements of a website and those which correlate with the search engines can be categorized into

(i) White hat & (ii) Black hat

While it is crucial for online success to achieve high rankings on search engine result pages, not all SEO providers and vendors put ethical practices to use. With instances of severe penalties and banns by search engines in the past many have resorted to the time consuming but ling lasting good optimization practices. However miscreants and self motivated amateur Optimisers and as a matter of fact even established SEO’s today indulge in several such black hat Spam techniques that provide some glorious but short lived moments of Online fame which fall like a castle in the sand in no time!

Not only people who opt for these but even innocent become the unwitting victims of the doings of many aggressive SEO vendors, when for their own good they end up adherently affecting the structure of such sites. Today no online marketing campaign is complete without a dedicated plan for organized Search Engine Optimization and in such times it is imperative to be aware of the many popular black hat techniques and lingo:

• Keyword stuffing: to stuff the content with unnecessary number of keywords that is repeated in the text throughout.
• Cloaking: It redirects the customers from its own main page to a different page outside
• Text links (hidden) a technique used to spam a site’s page with keywords and links that are not visible to human eye but the search engine crawler taken into account.
• Link farming: Forming a data vase of irrelevant links that only define quantities while most of these links are not even relevant to a site.
• Content duplication and mirror sites: Such sites are constructed for the purpose of obtaining multiple rankings on same keywords using the same content. They are linked to one another for the same purpose. These are disapproved by search engines as they defy the purpose of original first hand information for their visitors

Hence before one enters the domain of SEO services and search engine optimisation specifically, it is very important to be aware of all the black hat practices that we are all vulnerable to and help make an integrated informative relevant organised Internet.

Aisha Danna is an advertising copywriter and consultant specializing in Search Engine Optimization, Search Engine Marketing etc. She is currently assisting ePurple Media, a full-service Advertising and Search Engine Marketing Agency. Contact us at marketing(@)epurplemedia.co.uk today to find out how our services could improve the result.

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