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Black Hat SEO - Howie Schwartz is Back with Version 2
Black Hat Is Back 2 : The Evil and Dark Side of Search Engine Optimization
It doesn’t take a rocket scientist to comprehend that the main goal as a website owner is to show up as close to the top in the search engine results pages as possible. Knowing Google is so intelligent, what is the likelihood that an average web marketer can appear at the top in the search engine results? Is there a method to allow yourself an advantage over others that aren't as knowledgeable
Depending on what market sector you are trying to enter, the answer to that question isn't always cut and dry – of course the more competitive a market, the more keywords have already been gobbled up by competitors and the harder it will be to beat those pre-existing pages.
However, the search engines are definitely not 100% accurate. I'm sure you've experienced many times where you'll type in a phrase to search for and the results are totally garbage - and out of these first ten results, perhaps only 1 or 2 are really relevant to what you're looking for. Dang frustrating to say the least when you're constantly hitting the back button (by the way, Google actually takes this into consideration now - the bounce rate of a website can actually be determined based on how fast someone hits the back button after landing on your site.)
Obviously, if your site is relevant and the information you display is tightly related to what the visitor entered into the search engine, then the likelihood of them them "bouncing" from your site should immediately decrease - seems blatantly obvious doesn't it?
Unfortunately, over the years in order for some sneaky webmasters to get a good ranking in the search engine results pages (or SERPS), these naughty folks utilize tactics which are called "spamdexing" or as we like to call it Black Hat SEO. Spamdexing or black hat seo techniques include using various methods to purposely alter web content pages to artificially increase their positioning on the search engines results page The skill to outrank OTHER pages that are possibly more related for a particular keyword, could this be considered sneaky and evil? Absolutely. Is this a common practice amongst webmasters? Absolutely!
However, since Google is indeed getting considerably smarter, some of the typical ways of taking advantage of the search engines simply won't work anymore. Some of these techniques include, but are not limited to:
Meta-Tag Stuffing:
Using keywords in the Meta tags more than once and/or using phrases that are unrelated to the site’s content.
Keyword Stuffing:
The practice of overusing a particular word to increase how often the word appears within the content of a page. There is a generally accepted ‘normal’ level that most modern search engines have the ability to scan.
Hidden or Invisible Links:
When a webmaster creates multiple sites on the same or similar topic and links them all together through invisible links. The multiple sites may or may not have unique content, in most cases they do not.
Hidden Text:
Putting text (usually keywords) where visitors will not see them to increase a page’s keyword frequency. This is commonly done by making some text the same as the background color of the page ie. Black words on a black background.
Spamming Links:
Google determines the page rank of a site or page by analyzing the amount of incoming links that site or page has – the more offsite pages that link to your page, the higher your page rank. Some webmasters may create multiple websites at different hosting accounts that all link to one another. This is the most common form of Black Hat SEO techniques.
Cloaking:
This technique involves showing visitors and search engines different versions of a page.
Each of the above methods is a type of Spamdexing or Black Hat SEO, and will usually get sneaky webmasters who put them to use kicked out from the search engine or "sandboxed" - which is a fancy word for being delisted from the main search results. Not the best thing to happen as a webmaster. One of the most aggressive marketers out there is Howie Schwartz and his teachings are documented in a video series called Black Hat Is Back 2.
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