In SEO, there are clear-cut cases of spam, which is usually classified as “blackhat
SEO.” But there are also cases of spam that aren’t necessarily as obvious.
These fall into a gray area in which the practices used may or may not be considered
spam, depending on how you handle them.
To make spam even more difficult to define, search engines change their definitions
of spam regularly. What works and is acceptable today may well be classified
as spam tomorrow. And if you don’t know the change has been made or is
coming, you may look at your rankings one day and find that you’re above the
fold on the first page, but look at the same rankings the next day to find you’ve
been relegated to page 10 of the results.
Only the search engines know what constitutes spam from one day to the next.
And that makes it very difficult for you to stay off the spammers list if you’re
doing any SEO activities that are borderline spam. Sure, you can monitor the
search engine algorithms and try to keep up with the changes that are made,
but that’s no guarantee that you won’t get caught up in the changes. It’s also a
reactive way to manage your SEO campaign.
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