What are the reasons for bad SEO reputation?
Search engine optimization as a method is sometimes not well-reputed. This is partly because it is often associated with unethical practices, or so-called “black hat” SEO.
So, SEO in its purest form is a set of measures to ensure the smooth functioning of bots, to find a particular web page, and to index the content of pages for its further use. Ie if the search engine knows that it can offer a page, it realizes that it provides the user with information on a specific search query.
But most of all, website optimization should focus on users, because if a page is organized so that it can be found and understood by a person, the search engine can also find and understand it.
Any business owner who wants to attract new customers understands the value of high-quality website optimization, and any developer who has ever written about bots knows how much easier it is to retrieve web data from quality structured pages.
So what’s wrong with SEO?
Intrusive spam on SEO
Website owners often get annoying spam from pseudo SEO experts with “Hello. I’m an SEO specialist at a company …… and according to our analysis, for some reason, your site has low organic search and traffic metrics. We can help you solve this problem, etc. “
Often, these unscrupulous messages to some extent discredit the seriousness of SEO practices. Although, in this case, the spam is the culprit.
Full text with keywords
You’ve probably come across web pages full of keywords to manipulate search results. For example: “We sell exclusive cigar boxes. Our exclusive cigar boxes are handmade. If you would like to have exclusive cigar boxes, contact our exclusive cigar sales specialist at … “
Closely related to the keyword density myth, such a saturation of keyword pages may have once been a common SEO practice. But now this method is ineffective and is likely to hurt your site, as such text stuffed with keywords seems unnatural not only to its readers but also to search engines and is one of the reasons for poor SEO reputation.
Buying and selling links
Some SEO practitioners and website owners are still buying links to manipulate search engine rankings. This is different from buying ads that can be identified as a promo and contain a no-follow tag. The links purchased are intended to generate false authority on the pages, thus misleading the search engines.
Google, Bing, and other search engines are penalizing paid sites, so experts advise against using this method to improve SERP positions.
In general, the SEO industry is moving away from the use of paid links, so those who still resort to this method cast a shadow over any SEO reputation as a whole.
Doorways and cloaking
Good website optimization works to provide high-quality information first to people and then to structure that information understandable by the spiders.
In this context doorways and cloaking are the opposite of good SEO methods.
A Doorway Page is a webpage optimized for one or more search queries to reach the top of those search queries and then redirect users to another site or page, often with completely unnecessary information. This way, search engines do not see what users are seeing.
The goal of the doorway page is to “pump” more traffic. Essentially, these pages are designed specifically for search engines, not people.
Cloaking – something like that. The search engine spider is presented with one piece of information and the user completely different. The bottom line is that it is more profitable to show search engines a quality optimized page, while users simply need to submit information in a convenient form. In SEO, this has to be combined, and cloaking eliminates the need by creating two versions of the pages.
Hidden text or links
Hidden text or page links is a method similar to cloaking, but not so “tricky”. The idea again is to show search engines not what one sees. More precisely what one does not see.
Google describes several methods that are used to hide text or links:
⦁ Using the text on a white background;
⦁ Placing the image on the text;
⦁ Placing text out of the screen using CSS;
⦁ Setting the value to 0 for font size;
⦁ Hidden links, using a non-visible character link (such as a dash in the middle of the text) for text.
Of course, seasoned SEOs will not advise you to use hidden text and links to promote your site, but this method is still related to website optimization, thus casting a shadow on the reputation of the entire SEO industry.
SEO for your business
Despite its poor SEO reputation, “white” search engine optimization still saves the situation.
In general, SEO practices can be divided into three types:
⦁ White Hat SEO. Focused first on the audience. The use of optimization techniques that provide a better user experience and at the same time organize the information in such a way that search engines can easily understand it.
⦁ “Gray Hat” SEO. The use of “legitimate” SEO techniques that do not always prioritize users. For example, these are methods that do not violate the rules of search engines and do not imply punitive measures but are still considered unethical.
⦁ Black Hat SEO. Use techniques focused solely on search engines, not their users. Their essence is fraud and search engine manipulation.