Search engine optimization (SEO) involves optimizing websites and webpages to increase traffic from search engines through organic or unpaid search results. Ethical SEO follows search engine guidelines to naturally and manually optimize content, keywords, and links to maintain high quality search results over the long run. Unethical SEO, also called black hat techniques, uses spammy or manipulative methods like hidden text, keyword stuffing, and link farms that are disliked by search engines and can lead to penalties.

1. SEO-What is SEO? Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site or a web page from search engines via "natural" or un-paid ("organic" or "algorithmic") search results. Or Search Engine Optimization (SEO) is a long-term process that offers placement into the Natural results of the major Search Engines.

2. Ethical SEO Is the process of optimizing a website without using trickery or foul tactics that are disliked by the search engines. It follows the guidelines set out by search engines to maintain the quality and relevance of the search results. The whole process is manually executed in a natural way and hence it is also known as organic SEO

3. Ethical SEO It gives good and reliable rank and placement to your website on search engines. Ethical SEO always pays more than fair returns in the long run. It is easy to implement and delivers consistent results for a long time.

4. Unethical And Ethical SEO Black hat SEO techniques are unethical in nature. Black hat techniques are illegal. Black hat uses spam or tricky link building to rank well in Google. White hat SEO techniques are ethical in nature. White hat techniques are not illegal. White hat uses both external links as well as internal content and keywords to rank well in Google.

5. Unethical SEO techniques Hidden content Meta Keyword Stuffing Meta Keywords Doorway or Gateway pages Link Farming Brand Jacking Cloaking Article spinning Mirror Websites Automated Submission Google Bombing

6. Hidden content Comment tags look like this: <!– Comment Tag –> The developers use this tag for explaining what that piece of code does. <!– Start of the Main Content –> In Black hat term it is used like this: <!—Search engine optimisation, SEO, professional search engine optimisation company, spamming search engines –> The above comment tag is targeting SEO related terms

7. Hidden content <script type=”text/javascript”> <!–document.write(“Hello World!”)//–> </script> <noscript>Your browser does not support JavaScript!</noscript> In Black hat term <noscript> tag is used like this: <noscript> Imaginary Car Hire Firm do Car Hire which is very affordable so if you want to hire a car call our car hire firm because we are the best car hire firm in the world </noscript> The above noscript tag is targeting Car Hire keyword.

8. Hidden content Another HMTL tag i.e. <noframes> tag The above noframe tag is also used for hiding keywords in forms. Cascading Style Sheets (CSS)- Content can also be hidden from the end user by using CSS. For example Small and coloured text can be used on the same coloured background.

9. Meta Keyword Stuffing Keyword stuffing is the act of using randomly repeated keywords over and over within your content. Wrong Way Promoting a restaurant called “MadeUp” <meta name=”description” content=”MadeUp restaurant website is the best MadeUp restaurant website, MadeUp restaurant is better than any restaurant,great restaurant,best food restaurant,visit our restaurant” /> Right Way Promoting an online marketing agency called “PushON” <meta name=”description” content=”PushON is an Online Marketing agency providing a full range of digital marketing services throughout Greater Manchester and the North West UK. If you need Search Engine marketing (SEM), Search Engine Optimisation (SEO) or Pay per Click (PPC), we can help you. Contact us now.” />

10. Meta Keywords The META Keywords Tag is where you list keywords and keyword phrases that you've targeted for that specific page. Wrong Way Promoting a restaurant called “MadeUp” <meta name=”keywords” content=”Restaurant,restaurants,food,feed,take away food,fast food,junkfood,eat,eatingout,dinner,dining,meal,eating,MadeUp,steak and chips,chicken and chips,pie and chips,pudding,desert,big restaurant,small restaurant,best restaurant,great restaurant, exclusive restaurant,cocktails,wine,drink,pizza,sandwhiches”> Right Way Promoting an online marketing agency <meta name=”Keywords” content=”Online marketing, digital marketing, search marketing, search engine marketing, e-mail marketing, SEO” />

11. Doorway or Gateway pages Doorway pages are designed for the search engines and not for the end user. These pages are fake pages It is purely for search engine spiders The end user never sees these pages These pages are automatically redirected to the target pages

12. Link Farming The attempt to substantially and artificially increase link popularity A link farm is a web page that is nothing more than a page of links to other sites. It is used to list links of unrelated websites. They won’t provide you with any traffic. Link farm webpage links are created through automated programs or software's. The idea is to increase the number of sites that link to yours. Link farms is used by another name i.e. free for all (FFA) pages.

13. Brand Jacking To hijack a brand to deceive or divert attention; often used in abusive or fraudulent activities. To hijack brand equity and customer trust of actual brand owners. Write a bad review for a brand that has disappointed you.

14. Cloaking Cloaking is a black hat search engine optimization (SEO) technique in which the content presented to the search engine spider is different to that presented to the user's browser.

15. Article spinning Article spinning is an attempt to manipulate the rank of a page by taking the same article and &quot;spinning&quot; it to avoid the duplicate content checkers. Or Article spinning is a search engine optimization technique by which blog or website owners attempt to manipulate their rank on Google and other search engines. It works by rewriting existing articles, or parts of articles, and replacing elements to avoid being penalized in the Search Engine Results pages (SERP) for using duplicate content.

16. Mirror Websites Hosting of multiple websites all with the same content but using different URLs. Duplicate sites with duplicate page content. Some search engines give a higher rank to results where the keyword searched for appears in the URL, but not all search engines.

17. Automated Submission Anything that is auto-generated and not natural is usually Black Hat. Submissions or link building which are done with the help of automated software's are unethical in nature. Google’s Guidelines says that it does not like automated submission software. Google will penalize the site for using these automated software's.

18. Google Bombing It is a black hat technique meant to influence the Google rankings of a website. Technically speaking Google Bombing is activated when multiple websites use the same anchor text to pointing towards a single website. When website goes from having zero links to thousands of links pointing to it in a matter of days, or a couple weeks.

19. Example of Google Bombing

20. Ethical SEO techniques Writing good and unique content because content is the king. Link Exchange in order to have high page rank. Submitting URL to major search engine. Posting good comment. Optimize your site for your target audience. Design your site to be user and crawler friendly. Submit good and unique news and article for audience. Next Page

21. Ethical SEO techniques Create RSS feed for your site. Create Sitemap for you site. Create Robot file for your site. Target competitive keywords. Give more focus on title and meta data. Before selecting any keyword, always do keyword research. Quality inbound links or backlinks.

22. Black hat (Unethical) Vs White hat (Ethical) Content and Links Visibility to Humans Quality of Work Search Engines Domains/Brands Site & Relevance Results Ethical Techniques Legal Search Engines Humans Hidden Visible Hidden Visible Enemies Nothing/Friends Disposable Primary Domain Apparently Improved Actually Improved Yes, “Short” Term Yes, “Long” Term No Yes No? Yes?

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