Search engine optimization (SEO) is a vital component of modern business marketing. Search engines utilize special algorithms that scan websites and pages to the relevancy of the information provided, and SEO services utilize a variety of strategies to achieve a higher spot in the results. However, not all SEO approaches are beneficial to your goals. Here's a closer look at one problematic method known as black-hat SEO. 

What Is Black-Hat SEO?

A black-hat approach to SEO manipulates standard SEO practices to achieve a higher ranking. Instead of building quality content and using keywords organically, practitioners of black-hat SEO leverage inappropriate techniques, such as the following:

• Keyword Stuffing: Each search engine's algorithm looks for specific words and phrases to determine the content and subject matter of each webpage. Keyword stuffing refers to the deliberate and heavy use of keywords that don't add value to the site’s content — they only exist to be seen by the search engine and increase visibility. In some cases, the keywords selected aren't even related to the content being described. 

• Cloaking: Cloaking involves displaying different sets of content to the search engine spider (which “crawls” the page to analyze its content and display a preview in the search engine) and the client-side browser. As a result, the page that the user sees is different from the preview they saw in their search engine results. This process allows pages to obtain higher rankings without necessarily offering any relevant value to users. 

• Invalid Redirects: It’s common to direct a user to a more up-to-date version of your site or a specific page, but this specific black-hat SEO practice redirects users to a page that's irrelevant to result they saw in their search engine. The goal of this technique is to boost rankings based on click-throughs. 

Why It's Bad for Business

The goal of an SEO service is to provide quality content to users and ensure the content’s visibility. However, black-hat SEO practices focus solely on rankings. As such, successful rankings achieved through black-hat practices are often short-lived. Modern algorithms have evolved to identify prohibited practices and adjust websites’ rankings appropriately. 

Thankfully, you can avoid these negative effects by following industry best standards. Prioritize creating high-quality, honest content that actually helps readers, whether it's promotional or education national. Within that information, focus on one or two primary keywords and only utilize them once every 100 words or so. If linking to other URLs on the page, make sure they’re resources that add value for the reader, such as relevant articles. 

Set your business up for success with the professional SEO services provided by 1stPoint Communications. Based in Piscataway, NJ, the telecommunications company offers a variety of solutions to help businesses thrive in the digital age. From web hosting to video conferencing, the team is dedicated to reliable and affordable services. Learn more about their specialties online, and request a consultation today at (212) 884-4400.