The main focus area of digital marketing is ranking a website high on SERPs. The high ranking may be achieved with white hat SEO or Black Hat SEO techniques.
White hat SEO practices are ethical SEO techniques that help in the ranking of a website. On the other hand, black hat SEO practices use tactics that do not follow Google guidelines to rank a website higher searches.
Marketers resort to black hat SEO because using ethical techniques takes very long to improve the ranking of a website. Black hat SEO techniques are a quick way to enhance the ranking of the website.
You may wonder that if black hat techniques get you quick results, then why must you avoid them?
The reason is simply that they are unethical. Google has its system of identifying black hat tactics and will sooner or later detect if they have been used. Google penalizes black hat SEO and you might have to bear severe repercussions. This is the reason you must ensure that you adhere to the guidelines prescribed by Google.
Let us delve into some of the common black hat techniques that marketers follow:
Google ranks only high-quality content in searches. Many marketers use low-quality content to rank their websites. Low-quality content is bad content or duplicate content. It is the content copied from other websites and paraphrased. Many content developers use tools to modify existing content to use it. This is usually done when there is a need to develop content in a quick time. In most cases, low-quality content is used for link-building. This type of content does not offer any value to the readers but it helps in link building. Link building is also an important factor for the ranking of a website. So, marketers focus on posting content on multiple websites to get more backlinks without giving any importance to the quality of content. Google Panda update helps detect low-quality content and the website is penalized because of it.
Optimizing content with relevant keywords is necessary to rank a website high in searches. Keyword stuffing is when keywords are used excessively for ranking. Google’s algorithms recognize content in which keywords have been stuffed and penalize it.
Some examples of keyword stuffing are:
When phone numbers are listed on the website without any valid reason.
Sometimes marketers use blocks of text that include the location that a webpage is trying to rank for.
Unnecessarily repeating the same words or phrases in the content.
Besides these, marketers use different ways to insert keywords in the content for ranking it high in SERPs.
Getting backlinks from high-authority sites helps in improving the domain authority of a website. For a new website, it is difficult to get backlinks from such sites. Therefore, some high authority sites sell links to other websites at high prices. Digital marketers purchase such links to improve the ranking of the website.
The problem with paid links is that the content created may not be relevant to the audience but it ranks high because of the backlink. The content may rank high temporarily but when Google detects paid links the website is penalized and it suffers badly.
if you are looking for digital marketing services that help improve the ranking of your website, make sure that you hire marketers who only follow white hat techniques.
JWV Development has a team of experienced marketers who are aware of Google updates and follow only white hat SEO techniques.