Most online businesses strive to garner as much attention as possible without losing too many resources in the process doing so. This is where Search Engine Optimization (SEO) can help. Search engine optimization is the process of trying to attain as many visits to a website by developing it in such a way that would place it highly on a list of related results and keywords. The techniques in doing so are typically separated into the more proper and ethical ‘white hat’ techniques, and then the shadier and morally grey ‘black hat’ techniques.
Here are a couple of the popular black hat techniques with some suggestions on how to fairly achieve greater optimisation:
- Cloaking: This is essentially scanning a IP address’ when a visitor accesses your website to in order to determine if it’s a user or the search engine itself. If it is the search engine, it presents it with an alternative website with different content in order to be displayed in results whether the page has anything to do with the search or not.
An alternative to this is Progressive enhancing, where instead of lying about the contents of your page, you build an advanced and layered home page so that it encompasses more search results and variety of visitors
- Link Farming: Looking to gain as many links, no matter the quality, as possible in order to achieve maximum exposure
An alternative to this is to seek relevant links that have high quality and a strong connection with your webpage
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