Search engine optimisation is basically a methodology consisting of various strategies or techniques, that are ultimately used to boost the number of visitors to a website by reaping a high-ranking place on the search engines. (Google, Yahoo, Bing)
While this ranking is usually achieved by ethical methods, there are some unethical ways to get there too; namely Black Hat SEO Techniques. More often these techniques are used by those people who are looking for a quick monetary return on their webpage/site; rather than investing a good amount of time and work into it. But the major downside of these practices is that they can lead the site to get banned from the search engines.
1. Irrelevant Keywords
Don’t: Add unrelated keywords to the content copy for extra site hits.
Example: “Kylie Jenner would use our Dyson vacuum cleaners if she owned cats.”
Do: Have related content focused on a particular topic that the users find what they are looking for.
Example: “Our Dyson vacuum cleaners effectively suck up dust, dirt, and pet hair.”
2. Keyword Stuffing
Don’t: Use excessive keywords in a recurring manner in a way that the sentence loose out on its meaning or sound gibberish.
Example: “Picture frames picture frames pictures pictures pictures.”
Do: Use sentences with proper grammar and syntax wherein the meaning of the sentence is not lost, instead of just repeating the keywords over and over again.
Example: “;Our photo framing services can accommodate large formats according to theyour desire to ensure that everyone gets the big picture.”
3. Tiny Text, Hidden Text, and Hidden Links
Don’t: Keep the text hidden by making it the same color as the background; format any images or content which would serve as eternal links but are visually undetectable.
Example: “This is a short sentence full of illegible gray text.”;
Do: Use the content color which is in contrast to the background color, so that the link is made obvious to the users.
Example: “The epic of the yaks does not comprise of the whole tale of disaster”
Don’t: Surface a different site for search engine and different for visitors, or fooling visitors from search engines with an entirely different page.
Example: A user searches for “happy octopus” to learn about a sea creature, but is instead greeted with a pornographic page.
Do: Be ingenius to what users expect to see, based on the description put on the SERP
Example: A user searches for "Top Gear" and is taken to the official website of the show.
5. Doorway Pages or Gateway Pages
Don’t: Stuff the page with recurring keywords or phrases with a prime goal of achieving a high rank; and then spontaneously redirect the visitors to another page altogether.
Example: A page, filled with keyword phrases but little coherent content, that uses
Do: Create such landing pages or informational pages that are rich in content for humans.
Example: A detailed process on manufacture of steel and aluminium.