What Exactly is Black-Hat SEO ?

You have no doubt heard of black-hat SEO, you know it is frowned upon and you most likely have no intention of using it. But do you actually understand what this term refers to? Or to put it this way, can you easily and quickly spot the evidence of black-hat SEO in a web marketing strategy?

Research seems to suggest that while general awareness of black-hat SEO as a concept is indeed widespread, the fundamentals of it remain something of a mystery to most.

 

With this in mind, what follows is a short overview of some of the most common black-hat SEO examples:

Keyword Stuffing

What is keyword stuffing? As far as Google and the major search engines are concerned, the use of keywords to manipulate the SERP rankings to any degree whatsoever. Therefore, all manners of keyword research and SEO-friendly website content would technically qualify as black-hat. The reason is that you were not attempting to influence the SERP rankings, you would not pay attention to your use of keywords. Nevertheless, there is a big difference between using a few keywords in your content and cramming literally dozens into your copy at the expense of its overall quality. Therefore, it is only the latter of the two that is really considered black-hat and dangerous.

‘Strategic’ Redirects

We use the word ‘strategic’, but a more appropriate word would be ‘sneaky’. This is a technique similar to cloaking, though in this case the user is immediately diverted to a different page when clicking the link. The page has been engineered to curry favour with Google and climb the rankings, though when accessed by an Internet user redirects them elsewhere. All of the major search engines condemn such sneaky redirects and spare no expense to identify and punish the perpetrators.

Cloaking

Cloaking is a technique whereby the search engine spider is shown a piece of content, though the user is shown something completely different. It is a common marketing process used to fool the major search engines into thinking the website in question contains content they never really present to the actual web user. Spam websites often use this technique, in order to pull in traffic and avoid being punished for publishing spam content The only problem is that in this day and age, actually getting away with cloaking is borderline impossible.

Paid Links

Google rewards high-quality backlinks as they are both indicators of quality and difficult to establish. That is, unless you just buy your way into backlinks. The point of backlinks is that they are provided in cases where websites of high quality deem the source in question to be worthy. If you buy backlinks, you cannot say you have earned them - you may not even deserve them. Therefore, even if you think you are buying quality links of value, you are still indulging in the dark side of search engine optimisation and could land in a world of trouble.

Substandard Content

If you try to produce quality content and come out with substandard, that is fine…kind of. By contrast, attempting to pack a website with filler content of zero value simply for SEO purposes is a big no-no Most of Google’s recent algorithm updates have been geared towards assessing the quality of website copy, not simply the quantity thereof. While it is still relatively easy to get away with substandard copy to a degree, it is nonetheless getting harder all the time.

Key Questions to Consider Before Joining a Social Network

For small and large businesses alike, the limitless potential social media holds can be a double-edged sword. Billions of people from all backgrounds glued to their social accounts on a 24/7 basis, just waiting to be engaged and influenced by brands like yours.

All well and good, but where on Earth do you even start?

No business can realistically afford to spread itself with even effectiveness across all social networks. There are just too many of them, and the whole thing would be far too time-consuming.

 

Instead, therefore, it is a case of considering which social networks are likely to work best for your business. Something that can be surprisingly simple to figure out, after considering the following five questions:

1. What is your main motivation for choosing this platform?

This will instantly help you narrow things down, as you need to consider your motivations carefully. Are you considering joining a social network because it is popular, trendy and has a massive global audience? Or are you doing so because the platform could genuinely support the mission and objectives of your business? Be where the temptation to bandwagon-hop where social networking is concerned, as it often paves the way for wasted time and money.

2. Do you have the resources?

You also need to consider carefully whether you have the resources you will need to run a viable campaign on the platform in question. It’s important to remember that the content creation process on platforms like TikTok is completely different to that of Facebook or Twitter. You may have your needs covered comfortably for your current social requirements, but do you have the resources to branch out into new territory?

3. Are your customers using this platform?

A little research is all it takes to discover exactly who is using which platforms, and for what reasons. Depending on the age, location, preferences and even income level of those you are targeting, some platforms could be entirely more suitable than others. For a good indication of where your audience is, take a look at the platforms your biggest (and most successful) competitors are focusing their efforts on.

4. Who will oversee the project?

Two options here – one being to handle things in-house, the other being to outsource. Of course, you’ll need to be involved in your own social media efforts to at least some extent, due to the nature of the beast. They want to see you, talk to you, hear about you and connect with you – not with an unrelated third party. Even so, outsourcing at least some of your social media marketing activities could help you get the most out of your project.

5. What are our specific goals for this initiative?

Last up, a social network selection should be based primarily on your brand’s broader goals and objectives. Are you looking to generate leads, get new customers on board, boost your brand image and reputation, sell more products, diversify into new markets, or simply build better customer relationships? Some platforms are better than others at helping businesses achieve these and other goals, so consider your selection wisely.

Having Trouble Keeping Up With Your Favourite Blogs?

If you own and operate a blog of any kind and for any purpose, chances are you also love reading other people’s blogs. Along with being insightful and entertaining, reading blogs is also critically important for gaining inspiration and direction for your own blog.

 

Unfortunately, there never seems to be sufficient time in the average day to keep up with the blogs you love. Particularly when you find yourself coming across new blogs all the time which instantly make it to your must-read list.

So if there simply aren’t enough hours in the day, how can you ensure you successfully keep up with your favourite blogs?

1: Edit Your Reading List

Well, the first thing you need to do is revisit your e-mail and RSS subscriptions. Assuming you have a reading list that is growing all the time, it is inevitable that you are going to need to make room by eliminating any blogs you can live without. Be as brutal as necessary to get rid of those that are not quite up there with the rest.

2: Get an RSS Reader For Your Tablet/Smartphone

You might also want to think about grabbing yourself a decent app to help you keep up with your favourite blogs on the go. There are plenty of paid and free mobile apps available, which are designed to collect, manage and read RSS feeds on just about any mobile device

3: Turn Blogs Into eBooks

It might sound like a strange course of action to take, but converting the blogs you read into files that can then be ported to your e-reader can be surprisingly effective. Particularly if you tend to go long periods of time without catching up with your favourite blogs, only then to find yourself with more updated content then you know what to do with. And of course, reading from the screen of an e-reader can be so much easier on the eyes than reading from a smartphone or tablet PC.

4: Look for Podcasts

If you can get yourself into the kinds of blogs that also feature podcasts, you’ll find it so much easier to keep up with your favourite bloggers. Particularly if you spend a lot of time behind the wheel – podcasts are a great way of passing the time during short and long journeys alike, while at the same time accessing the information and insights you need.

5: Skip Irrelevant Posts

Last but not least, regardless of how insightful or entertaining your favourite bloggers may be, this doesn’t mean that each and every post they publish will be 100% relevant to you personally. In fact, they may publish quite a lot that’s of no value to you whatsoever. As such, it’s worth getting yourself out of the mindset whereby you cannot bear the thought of missing a single word they publish. If the headline and/or first sentence doesn’t appeal to you instantly, skip the post entirely and move on.

5 Ways to Encourage Blog Comments

 Consider this everyday scenario for a moment. You’re searching for information on a subject you’re interested in, and in doing so you check out a blog. The content is decent enough, but not a single person has bothered to share their thoughts, feedback or opinions in the comments section below.

Now, consider the same scenario, only in this instance, the comments section is alive with debate and discussion.

Which of the two would immediately hit home as the most prominent, appealing and authoritative post? Which of the blogs would you assume to be more popular and worth keeping an eye on?

Blog comments aren’t just about collecting feedback and suggestions from a target audience. They’re among the most important signs of engagement – they can even be a hugely powerful SEO ranking factor.

In which case, what can you do to encourage more blog comments? If you’re posting on a regular basis but seldom see anyone taking the time to join the discussion, how can you turn things around?

1. Target conversation-worthy content

For one thing, you could start by targeting the kind of conversation-worthy content that’s guaranteed to stir debate. This means keeping a close eye on current events that are relevant to your niche, and prioritising those your readers are most likely to feel strongly about. Don’t be afraid to stir a little controversy – anything that sparks debate is pure dynamite for engagement.

2. Start the conversation yourself

Not literally, but there’s no reason why you can’t ask your colleagues, your friends, your family members or even your employees to set the wheels in motion. It’s a simple case of getting the ‘snowball effect’ up and running, which can be as easy as manually starting their discussion. Just as long as the comments are valid, original and in some way meaningful, it doesn’t really matter who they come from.

3. Respond to comments

More importantly, still, you need to ensure that every comment you receive is responded to. Even if it’s as simple as a “couldn’t agree more, thanks for getting in touch!” or something similar, you need to show your audience that you are listening to and appreciating their feedback. If there’s scope for doing so, feel free to get as deep into the debate as you like and keep the ball rolling.

4. Make commenting on your posts easy

You also need to make it as easy as possible for people to leave comments on your posts. It should be as simple as entering text in the box below and hitting the bottom. No need to submit personal details, no requirement to open an account and no lengthy verification checks to go through. Comments are almost always left on the spur of the moment – make it quick and easy to comment or they simply will not bother.

5. Don’t forget the CTA

Lastly, slipping a gentle reminder into the mix can make all the difference. If you want people to comment on your posts, tell them. Don’t just give them the opportunity to comment – make use of calls to action and invite them to join the conversation. And don’t forget to express your appreciation, making sure they know their thoughts and opinions are important to you.

Is Keyword Stuffing Really a Big Deal?

Keyword stuffing has been one of the biggest grey areas of SEO for some time. If not, the dictionary definition of a black-hat tactic to avoid at all costs.

But when considering the endless complexities of SEO from a 2022 perspective, is keyword stuffing really such a big deal? Does the overuse of keywords have any negative effects, or does it simply result in the keywords you use being ignored by Google?

 

What is Keyword Stuffing?

Putting an exact definition to keyword stuffing isn’t easy. This is because depending on what it is you are writing about, it may be absolutely necessary to include a specific keyword or term throughout your copy.

Keyword stuffing refers to the deliberate overuse of a specific target term, with the goal of tricking the major search engines into handing out higher rankings. Irrespective of whether these keywords are visible or concealed, any signs of deliberate overuse will be picked up and acted upon by Google.

What’s the Problem with Keyword Stuffing?

Google’s job is to recommend websites and pages that deliver the best possible user experience. Where keywords are deliberately overused for SEO purposes, it has a major impact on the quality of the copy in question.

Consequently, these are exactly the types of pages Google does not want to recommend. Keyword stuffing is a sign of desperation on the part of the publisher - not an indicator of quality or relevance.

Increasingly, Google’s crawlers are scrutinising the overall UX of a website with remarkable sophistication when handing out rankings. If there is clear evidence of the overuse of keywords, it indicates a substandard user experience.

In which case, the efforts of the publisher to get ahead through the excessive use of keywords will almost certainly backfire.

Are There Any Real Consequences to Keyword Stuffing?

Attempting to take these kinds of shortcuts almost always proves counterproductive. Where Google makes clear its attitude and approach to a low-road tactic, it makes sense to listen.

“Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context,” as spelled out in clear terms by Google.

In practice, keyword stuffing can (and often does) result in a major fall in the rankings. Take things too far and you could even run the risk of your pages being delisted entirely.

Of course, this only applies in instances where keywords have clearly been used excessively without justification. If there’s no alternative but to use the same terms dozens of times - such as in a technical post or academic piece - Google will pick up on this and you won’t be punished.

In all other instances, it’s a case of following a few basic guidelines to get your keyword game in order:

1. Always ensure your keywords are included in your copy naturally

2. Focus on one primary keyword and several secondary keywords

3. Write content in a way that prioritises the user experience

4. Optimise in other ways and don’t rely too heavily on keywords

How One Page Websites Can Achieve High Rankings, Google Confirms

 In a recent Google Search Central SEO office-hours hangout, John Mueller was questioned on the hotly-debated topic of website authority. Specifically, Mr Mueller sought to address the age-old question of whether a website needs to become an authority in its niche to rank well.

The short answer is, apparently, no - it doesn’t.

But what was even more interesting is how Mr Mueller confirmed that even a one-page website can climb the rankings to prominence. Meaning that not only does a site not have to be packed with thousands of pages of content to rank well, but also doesn’t necessarily need to be an authority site.

Here’s what Mueller said in response to a post on Reddit:

“I think you can make good one-page sites. So from that point of view I’m not too worried about that.”

“I think the Reddit post, as far as I remember, was something along the lines: ‘I created 30 blog posts, and they’re really good, and therefore my website should be authoritative.”

“And from my point of view, you going off and creating 30 blog posts does not automatically make your website authoritative.”

“And especially for the higher or the more critical topics, it’s something where you can’t just create 30 blog posts on a medical topic and then say: ‘I am a doctor I’ve written 30 articles.’ So that was the direction I was headed there.”

He went on to emphasise how smaller businesses need not concern themselves with becoming a market-leading authority, simply to rank well and pull in traffic from their main target audience:

“For a lot of websites, it’s not that you need to be seen as an authority. You essentially put your content out there. If you’re a small business you’re selling something. You don’t need to be an authority.”

“And especially things where like one page websites they’re often very focused on this one thing and you don’t need to be an authority to do that one thing.”

“To sell, I don’t know, an ebook, or to give information about opening hours for a business. It’s like, it’s just information.”

“So from that point of view, having a one page website, I think it’s perfectly fine.”

Of course, Mr Mueller was keen to highlight the point that while a one-page website can be fine, it’s better to use it as a basis to grow and develop a deeper site:

“With regards to starting out with a one-page website, I think that’s fine, but I would think about where do you want to go from there at some point.

Maybe you do want to create more pages and try to find a way that you don’t paint yourself into a corner by saying, well, I have to put everything on one page all the time. But rather expand when you see that it fits.”

Still, confirmation that a quality site with just a single page has every potential to climb the rankings and pull in a ton of qualified traffic.

Reciprocal Linking is Not Necessarily Bad

Quite some time ago, Google made its thoughts on unnatural link exchange schemes perfectly clear. The long and short of it being that swapping links for reciprocal benefit was not conducive with quality SEO.

A stance which stands to reason, as reciprocal linking paves the way for black-hat SEO. Where two or more sites agree to link to each other for mutual SEO benefit, they do so without having technically earned these backlinks.
                                     



Backlinks which could be placed on sites of no direct relevance to the other sites included in the exchange scheme.

More grey-hat than black-hat SEO, Google has nonetheless made it clear that backlinks earned through merit are really the only backlinks worth bothering with.

But what about reciprocal linking that takes place following the placement of a link earned through merit? If a relevant business within your niche posts a link to your website, can you return the favour without fear of reprisal?

When Reciprocal Links Are Perfectly Justifiable

Somewhat backtracking on the whole issue, the latest comments direct from Google suggest that reciprocal linking is not always a bad thing. In fact, it is perfectly natural to host a link to a site that links to yours, if the original link was indeed relevant and credible.

Google’s John Mueller took the opportunity to set the record straight last week, during a recent Google Search Central SEO office hours hangout.

Mueller was quizzed by an SEO on Google’s approach to this type of link exchange, and whether it was best avoided to preserve backlink value. Or to put it another way - is it ok to link back to a site that links to you, or is it better for your SEO profile to leave things be?

In response, Mr Mueller offered the following advice:

“That’s perfectly fine. It’s also kind of natural. Especially if you’re a local business, you link to your neighbors. Or if you’re mentioned in the news somewhere you kind of mention that on your website like ‘I was featured here in the news’ and essentially you’re kind of linking back and forth.”

It all comes down to the way in which Google’s crawlers are sophisticated enough to decipher between a synthetic link exchange scheme and natural linking. Which in turn means that if reciprocal linking activities are justified and valid, they are perfectly fine.

“It’s kind of a reciprocal link essentially, but it’s a natural kind of link. It’s not something that’s there because you’re doing some kind of crazy link scheme. So from that point of view, I think it’s easy to overthink it. And if you’re doing something naturally, if you’re not kind of making weird deals, behind the scenes, then I really wouldn’t worry about it.”

In a nutshell - reciprocal links do not always contravene Google’s webmaster guidelines.

It is entirely down to their relevance and value - the natural, 100% organic exchange of relevant backlinks is permitted.