- Don’t make your web site appear to be something that it’s not. It’s easy to “put a spin”
on something to make it appear more attractive than it really is. People do it all the time
where products and services are concerned. But using that same strategy on your web site
may get you banned. Creating false link structures is one way you might make your site
appear more popular than it really is. The problem with using that strategy is that it won’t
take a crawler long to figure out that all of those sites are interconnected.
- Don’t trust someone who says that a certain practice is acceptable, if you even
suspect that it’s not. Some unethical SEO people will tell you that it’s okay if you use certain
obvious spam techniques as long as you use them correctly. Wrong. Spam is spam. It
doesn’t matter how you use it, the search crawler will still see it as spam and you’ll still pay
the consequences, while the unethical SEO consultant will take the money and leave you
in the crawler’s bad graces.
SEO spam is also called spamdexing (because you’re spamming indexes) and can come in all kinds
of shapes and sizes. There are some spam techniques that are obviously spam. But then there are
some that aren’t clearly spam, but that you should avoid. The list of spamming techniques is huge.
But there are a dozen or so items on that list that are constant.
- Transparent links: These are links that are included in the page, but that users can’t see
because they’re the same color as the background.
- Hidden links: These links are on the page but are hidden behind elements like graphics.
They don’t turn the graphic into a hyperlink, but a search engine can find them and follow
them, even when people can’t.
- Misleading links: Misleading links are those that appear to lead to one place but actually
lead to another. An example of a misleading link is one that reads www.onewebsite.com
but actually takes you to www.differentwebsite.com.
- Inconspicuous links: These links appear on a page, but they’re usually unnoticeable
because they’re represented as graphics that are 1 x 1 pixels in size.
- Keyword stuffing: Loading the content or the meta tags of a web site with keywords that
are repeated over and over.
- Meta tag stuffing: Stuffing meta tags with keywords that are repeated over and over.
- Doorway pages (or gateway pages): These pages are designed specifically to draw search
crawlers but are essentially useless to visitors. Often, a doorway page will have only the
visible text, “click here to enter.”
- Scraper sites: These are web sites that “scrape,” or copy their content from other pages on
the Web. Search engines don’t like scraper sites because they’re not original and because
they usually direct visitors to another site that’s less relevant to their search terms.
- Machine-generated pages: These are web pages put together by a program that grabs the
content from other web sites. The content that’s grabbed could be from within the current
site or from sites belonging to other people. Usually these pages are considered spam
because they are of no value to web-site users.
- Links in punctuation: This is a clever scheme. Some unethical SEOs create a hyperlink
that’s contained in a piece of punctuation. It’s done by using the following tag:
Include real words here .
That little snippet of code will leave the words in the link (and you can replace link
with the web-site address of your choice) in plain text, but the period at the end of the
link will contain the link. It’s small, so most people won’t notice it, but the link is there,
so search engines will notice it.
- Cloaking: This technique is used to make a highly optimized version of your page appear
to search engines, but a more user-friendly page appear to site visitors.
- Excessive cross-linking: Excessive cross-linking can be a sign that a company has created
multiple domains strictly for the purpose of building a false linking structure with a single
web site.
- Hidden text: This text is the same color as the background of a web page so that users
can’t see it. Search engines can, and the text is usually an incomprehensible collection of
keywords and phrases.
- Duplicate content: Duplicate content on a web site is construed as being a ploy to trick a
search crawler into thinking the site is more relevant than it actually is.
- Link-only pages: These pages contain only links and should be avoided. The one exception
to this rule is the site map that you make available to visitors so they can quickly find
their way around your site.
- Redirect pages: Redirect pages are usually coded for SEO, but again, they’re useless to
site visitors. When site visitors land on this page, they’re asked to wait while they are
redirected to another web site. Search engines look down on this practice because very
often, the web page that is redirecting is optimized for SEO but not for people.
- Link farms: Link farms are simply pages of links that are only created to artificially boost a
linking strategy in an effort to speed the appearance of the web site in the top search ranking
positions.
- Spamblogs: These are machine-generated blogs and their only purpose is to draw search
engine rankings.
- Page hijacking: Page hijacking is accomplished by copying a very popular page on the
Web and using it to represent your site to search engines. When users see your page in
search results, they click through the link only to be taken to your actual page.
- Sybil attacks: Sybil attacks are created when a spammer creates multiple web sites that
are all interlinked for the purpose of creating a false link structure.
- Wiki spam: Using the open editability of Wiki sites to add links to a spam site in the
Wiki listing. Because this practice became so frequently used, especially on Wikipedia,
the nofollow tag has been added to most Wiki additions to prevent spamming search
engines.
The list is long. And there are many other items that could be included. And as soon as the search
engine algorithms change a little, there will be even more to add to the list.
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