Ethical search engine optimization

Keyword Stuffing
This is probably one of the most commonly abused forms of search engine spam. Essentially this is when a webmaster or SEO places a large number of instances of the targeted keyword phrase in hopes that the search engine will read this as relevant. In order to offset the fact that this text generally reads horribly it will often be placed at the bottom of a page and in a very small font size. An additional tactic that is often associated with this practice is hidden text which is commented on below.
Hidden Text
Hidden text is text that is set at the same color as the background or very close to it. While the major search engines can easily detect text set to the same color as a background some webmasters will try to get around it by creating an image file the same color as the text and setting the image file as the background. While undetectable at this time to the search engines this is blatant spam and websites using this tactic are usually quickly reported by competitors and the site blacklisted.
Cloaking
In short, cloaking is a method of presenting different information to the search engines than a human visitor would see. There are too many methods of cloaking to possibly list here and some of them are still undetectable by the search engines. That said, which methods still work and how long they will is rarely set-in-stone and like hidden text, when one of your competitors figures out what is being done (and don’t think they aren’t watching you if you’re holding one of the top search engine positions) they can and will report your site and it will get banned.
Doorway Pages
Doorway pages are pages added to a website solely to target a specific keyword phrase or phrases and provide little in the way of value to a visitor. Generally the content on these pages provide no information and the page is only there to promote a phrase in hopes that once a visitor lands there, that they will go to the homepage and continue on from there. Often to save time these pages are generated by software and added to a site automatically. This is a very dangerous practice. Not only are many of the methods of injecting doorway pages banned by the search engines but a quick report to the search engine of this practice and your website will simply disappear along with all the legitimate ranks you have attained with your genuine content pages.
Redirects
Redirecting, when used as a black-hat tactic, is most commonly brought in as a compliment to doorway pages. Because doorway pages generally have little or no substantial content, redirects are sometime applied to automatically move a visitor to a page with actual content such as the homepage of the site. As quickly as the search engines find ways of detecting such redirects, the spammers are uncovering ways around detection. That said, the search engines figure them out eventually and your site will be penalized. That or you’ll be reported by a competitor or a disgruntled searcher.
Duplicate Sites
A throwback tactic that rarely works these days. When affiliate programs became popular many webmasters would simply create a copy of the site they were promoting, tweak it a bit, and put it online in hopes that it would outrank the site it was promoting and capture their sales. As the search engines would ideally like to see unique content across all of their results this tactic was quickly banned and the search engines have methods for detecting and removing duplicate sites from their index. If the site is changed just enough to avoid automatic detection with hidden text or the such, you can once again be reported to the search engines and be banned that way.

Interlinking
As incoming links became more important for search engine positioning the practice of building multiple websites and linking them together to build the overall link popularity of them all became a common practice. This tactic is more difficult to detect than others when done “correctly” (we cannot give the method for “correct” interlinking here as it’s still undetectable at the time of this writing and we don’t want to provide a means to spam engines). This tactic is difficult to detect from a user standpoint unless you end up with multiple sites in the top positions on the search engines in which case it is likely that you will be reported.

Grey-Hat SEO Tactics

The following tactics fall in the grey area between legitimate tactics and search engine spam. They include tactics such as cloaking, paid links, duplicate content and a number of others. Unless you are on the correct side of this equation these tactics are not recommended. Remember: even if the search engines cannot detect these tactics when they are used as spam, your competitors will undoubtedly be on the lookout and report your site to the engines in order to eliminate you from the competition.
It is definitely worth noting that, while it may be tempting to enlist grey-hat and black-hat SEO tactics in order to rank well, doing so stands a very good chance of getting your website penalized. There are legitimate methods for ranking a website well on the search engines. It is highly recommended that webmasters and SEO’s put in the extra time and effort to properly rank a website well, insuring that the site will not be penalized down the road or even banned from the search engines entirely.
Grey-Hat SEO Tactics:
Cloaking
There are times when cloaking is considered a legitimate tactic by users and search engines alike. Basically, if there is a logical reason why you should be allowed to present different information to the search engines than the visitor (if you have content behind a “members only” area for example) you are relatively safe. Even so, this tactic is very risky and it is recommended that you contact each search engine, present your reasoning, and allow them the opportunity to approve it’s use.
Arguably, another example of a site legitimately using cloaking, is when the site is mainly image-based such as an art site. In this event, provided that the text used to represent the page accurately defines the page and image(s) on it, this could be considered a legitimate use of cloaking. As cloaking has often been abused, if other methods such as adding visible text to the page is possible it is recommended. If there are no other alternatives it is recommended that you contact the search engine prior to adding this tactic and explain your argument.
There is more information on cloaking on our black-hat SEO tactics page.
Paid Links
The practice of purchasing link on websites solely for the increase in link-popularity that it can mean has grown steadily over the last year-or-so with link auction sites such as LinkAdage making this practice easier. (You can read more about LinkAdage on our SEO resources page.
When links are purchased as pure advertising the practice is considered legitimate, while the practice of purchasing links only for the increase in link-popularity is considered an abuse and efforts will be made to either discount the links or penalize the site (usually the sellers though not always).
As a general rule, if you are purchasing links you should do so for the traffic that they will yield and consider any increase in link-popularity to be an “added bonus”.
Duplicate Content
Due primarily to the increase in popularity of affiliate programs, duplicate content on the web has become an increasingly significant problem for both search engines and search engine users alike with the same or similar sitesdominating the top positions in the search engine results pages.
To address this problem many search engines have added filters that seek out pages with the same or very similar content and eliminate the duplicate. Even at times when the duplicate content is not detected by the search engines it is often reported by competitors and the site’s rankings penalized.
There are times when duplicate content is considered legitimate by both search engines and visitors and that is on resource sites. A site that consists primarily as an index of articles on a specific subject-matter will not be penalized by posting articles that occur elsewhere on the net, though the weight it may be given as additional content will likely not be as high as a page of unique content.

White-Hat SEO Tactics:

Internal Linking
By far one of the easiest ways to stop your website from ranking well on the search engines is to make it difficult for search engines to find their way through it. Many sites use some form of script to enable fancy drop-down navigation, etc. Many of these scripts cannot be crawled by the search engines resulting in unindexed pages.
While many of these effects add visual appeal to a website, if you are using scripts or some other form of navigation that will hinder the spidering of your website it is important to add text links to the bottom of at least your homepage linking to all you main internal pages including a sitemap to your internal pages.
Reciprocal Linking
Exchanging links with other webmasters is a good way (not the best, but good) of attaining additional incoming links to your site. While the value of reciprocal links has declined a bit over the past year they certainly still do have their place.
A VERY important note is that if you do plan on building reciprocal links it is important to make sure that you do so intelligently. Random reciprocal link building in which you exchange links with any and virtually all sites that you can will not help you over the long run. Link only to sites that are related to yours and who’s content your visitors will be interested in and preferably which contain the keywords that you want to target. Building relevancy through association is never a bad thing unless you’re linking to bad neighborhoods (penalized industries and/or websites).
If you are planning or currently do undertake reciprocal link building you know how time consuming this process can be. An useful tool that can speed up the process is PRProwler. Essentially this tool allows you to find related sites with high PageRank, weeding out many of the sites that would simply be a waste of time to even visit. You can read more about PRProwler on our search engine positioning tools page.
Content Creation
Don’t confuse “content creation” with doorway pages and the such. When we recommend content creation we are discussing creating quality, unique content that will be of interest to your visitors and which will add value to your site.
The more content-rich your site is the more valuable it will appear to the search engines, your human visitors, and to other webmasters who will be far more likely to link to your website if they find you to be a solid resource on their subject.
Creating good content can be very time-consuming, however it will be well worth the effort in the long run. As an additional bonus, these new pages can be used to target additional keywords related to the topic of the page.
Writing For Others
You know more about your business that those around you so why not let everyone know? Whether it be in the form of articles, forum posts, or a spotlight piece on someone else’s website, creating content that other people will want to read and post on their sites is one of the best ways to build links to your website that don’t require a reciprocal link back.

Site Optimization
The manipulation of your content, wording, and site structure for the purpose of attaining high search engine positioning is the backbone of SEO and the search engine positioning industry. Everything from creating solid title and meta tags to tweaking the content to maximize it’s search engine effectiveness is key to any successful optimization effort.
That said, it is of primary importance that the optimization of a website not detract from the message and quality of content contained within the site. There’s no point in driving traffic to a site that is so poorly worded that it cannot possibly convey the desired message and which thus, cannot sell. Site optimization must always take into account the maintenance of the salability and solid message of the site while maximizing it’s exposure on the search engines.
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Ethical Search Engine Optimisation techniques are classified by some into two broad categories: techniques that search engines recommend as part of good design, and those techniques that search engines do not approve of and attempt to minimize the effect of, referred to as spamdexing. Professional SEO consultants do not offer spamming and spamdexing techniques amongst the services that they provide to clients. Some industry commentators classify these methods, and the practitioners who utilize them, as either “white hat SEO”, or “black hat SEO”. Many SEO consultants reject the black and white hat dichotomy as a convenient but unfortunate and misleading over-simplification that makes the industry look bad as a whole.

“White hat”

An Ethical Search Engine Optimisation, technique or method is considered “White hat” if it conforms to the search engines’ guidelines and/or involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White Hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see.

White Hat advice is generally summed up as creating content for users, not for search engines, and then make that content easily accessible to their spiders, rather than game the system. White hat SEO is in many ways similar to web development that promotes accessibility although the two are not identical.

Spamdexing / “Black hat”

“Black hat” Ethical Search Engine Optimisation techniques are methods to try to improve rankings that are disapproved of by the search engines and/or involve deception. This can range from text that is “hidden”, either as text colored similar to the background or in an invisible or left of visible div, or by redirecting users from a page that is built for search engines to one that is more human friendly. A method that sends a user to a page that was different from the page the search engined ranked is Black hat as a rule. One well known example is Cloaking, the practice of serving one version of a page to search engine spiders/bots and another version to human visitors.

Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines’ algorithms or by a manual review of a site.

Results from Black Hat and White Hat SEO Techniques

Black hat SEO techniques may quickly deliver results. However, due to the disposable nature of the domains, the results are often short term - although they can be long term.

White hat Ethical Search Engine Optimisation techniques can take some time to implement (although not necessarily) but their results tend to last for a long time (although, again, not necessarily).

It’s true to say, then, that both black hat techniques and white hat techniques can generate both short term and long term results for clients, whether results are measured in terms of rankings, traffic, conversion or profit. However, do the ends always justify the means? I don’t think so. I believe that by continuing to condone black hat techniques the SEO industry is setting itself up for failure and sleepwalking into oblivion. The following two articles, Ethical Search Engine Optimization Explained and Search Engine Optimization and The Law, will expand upon this belief.

What Is Blue Hat Ethical Search Engine Optimization?

At the moment, BlueHatSEO.com is the only website on the Internet that is completely dedicated to the art of Advanced SEO. Blue Hat SEO is essentially the study of advanced Internet marketing and search engine optimization techniques. Blue Hat SEO covers the advanced knowledge of both Black Hat and White Hat SEO. Everything on BlueHatSEO.com will assume that the audience knows and understands the basics of SEO and Internet marketing. If it helps, think of BlueHatSEO as the creative aspect of SEO.

Blue Hatters use their knowledge of the search engines and other marketing practices to twist and manipulate them in a creative and original way to best benefit their sites.

The concept of Blue Hat SEO rose out frustration in the lack of advanced SEO knowledge made available to webmasters. The motive behind this site is to inspire other webmasters to copy and mimic it in hopes of creating more resources for the advanced search engine marketer. We want to create a venue where knowledgable webmasters can share and present their ideas and techniques. This, in hope, will lead to other sites dedicated to the art of advanced SEO tactics. Until this goal is reached enjoy the content!

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Ethical Search Engine Optimization> (SEO) is the technique of altering your blog so that it gets ranked in the top results of a search engine once a relevant search is undertaken. This being the HUNDREDTH POST of this blog I thought of doing a top-to-bottom SEO of my blog and in the process involve my readers also in optimizing their blogs. So login to your Dashboard and follow me on this comprehensive approach to optimize your blog…..

Before we start make sure you have reliable statistics about your current website traffic. You’ll want to compare performance of the site before and after
the optimisation has been carried out. You can do this by comparing statistics from any traffic counters you have installed in your blog.

STEP 1 - CHOOSE YOUR KEYWORDS.

A keyword is a word that best describes your web page. Before you even create your blog you have to choose your keywords. This is because you have to put them in the URL/Link you make in creating a new blog. Do not give your own name to your blog url unless it is already an easily recognized brand name. If you have not made it into a brand name it will not attract any traffic. Our objective in SEO is to attract as much traffic as possible.

Choose a subject you are going to blog about and research your keywords as shown in Keywords Tips and Tricks for Bloggers.

Primary keywords are the main keywords from which all keyword variations should derive. Your primary keywords should focus on your subject and not be too specific. Secondary Keywords are those which reference related subjects. For example if your Primary Keywords are Search engine Optimization then the Secondary Keywords will be Cascading Style Sheets, Web Design etc. Make a list of at least 500 words since you will be putting them in various parts of the blog title, headings, links, content and image tags.

Your blog URL should be made of the primary keyword which best describes your blog.
Check the availability of the URL and put your best keyword or keyword phrase in it. You can also combine your keywords into a phrase to put in your URL.

STEP 2 - THE TITLE TAG.

This is the second step while creating your blog. Do not give a title like “Welcome to my blog” and if you have such a title change it immediately to one showing the subject like “How to …”. Do not use words like AND which are considered as filler words. Instead use the pipe symbol as in “Bank Loans | Where To Find The Best Terms in the USA”. Use your Primary Keywords first and then your Secondary Keywords. The recommended maximum number of characters for this tag is 60 including spaces.
In Blogger you can go to Settings—–>Basic—–>Title to set this tag. On the Edit Html tab it is represented by

<TITLE><data:blog.pageTitle/></TITLE>

Do not just put keywords in the title. It should be made of keyword phrases otherwise it will be considered as spam by search engines. In Blogger Blogs on opening a particular post the title is made of the “Blog Title : Post Title”. Hence use your keywords in Post Titles also. The post title should be relevant to the content in the post. Do not use ALL CAPS in your titles as they become difficult to read.

STEP 3 - THE META TAGS.

The Meta tags are the Description Metatag and the Keyword Metatag and are placed between the <HEAD> and </HEAD> tags usually the description first and then the keywords metatag. They look like this :

Description Meta:
<META NAME=”description” content=”Your most important keyword phrases should appear in this description.”>

Keywords Meta:
<META NAME=”keywords” content=”keywords phrase 1, keyword phrase 2, keyword phrase 3, etc.”>

Do not repeat keywords more than 2-3 times in these tags otherwise it is considered as spaming. Your Keywords Meta should not exceed 1024 characters including spaces. Also your Description Meta tag should not exceed 250 characters including spaces. You can use plurals and misspelt words within the keywords tags. The keywords in them should also be found within the content of your blog.

There is one more metatag in Blogger - META Robots Tag. The Robots META Tag is meant to provide users who cannot upload or control the /robots.txt file at their websites like Blogspot.

<meta content=’index,follow’ name=’robots’/>

This instructs the search engine spiders to follow all the links and index the blog. If you want it to be a private blog put NOINDEX, NOFOLLOW instead.
See Default Metatag on Blogger for more information.

STEP 4 - THE CONTENT.

Each Post is made of the Post title, The content and The Tags at the bottom of the post. The Post Title should include the primary keywords and correspond to the content of the post. The title should be enclosed in Headings tags. Preferably post titles should be in bold. Each post should contain 200 to 300 words. This text should include your most important keyword phrases, but should remain logical & readable. Daily adding of relevant content is a priority. If not possible at least weekly. Turn on your site feed(s) and use them to promote your blog. Use your
secondary keywords in the body of your post. Do not repeat the keywords too often. Keyword density should be between 4 to 8%. It’s most important to have them in the first 200 and last 200 words of the content. Make them BOLD or ITALIC. Do not use DUPLICATE CONTENT. Do not repeat content internally within the blog in different posts. Do not repeat content externally in other blogs. Do not copy content from other sites. Besides copyrighting issues Google will penalize sites having duplicate content.

Your content should be fresh and updated. It should also be relevant to the blog theme. If it is a blog about football any other widely disparate content will attract attention. Do not use “DIRTY CONTENT” if it is not an adult blog. That will cause the search engines to put your blog in a different category.

STEP 5 - HEADINGS.

The H tags are important starting with the lowest number, making the H1 tag the most important. Put all post titles and headings within these tags.
Put the primary keywords within these tags. Your headings and the content below them should match each other.

STEP 6 - IMAGES.

Your images should be small resolution so that the page loads fast. Do not use BMP images as they are big and load slowly. Name your images with your primary keywords. Use primary keywords within the ALT tags of images. They tell spiders and screen readers what that image is about. Do not cram a bunch of keywords into the “alt” attribute. Use no more than 2-3 per image. Use misspellings and plural keyword phrases here. Alternative text values should not exceed 80 characters in length. While naming images use dashes (-) when separating words. Dashes tell search engines that the word is separated. Underscores (_) tell search engines to read it as a whole.

STEP 7 - LINKS.

Use your primary and secondary keywords in the anchor text of links. These are the words you highlight in the Post before clicking on the Link icon to enter the URL. Include your most important keyword phrases in the text that immediately preceeds, or follows the the hyperlink. The area round any link is more sensitive and the search engine spiders pick up the words from there. Do not overdo it and make sure that the text is readable.

Use an additional text navigation bar in the top, left or right areas of the blog in that order. The spiders go over your page in the order it is coded.

If you place the left sidebar code above your main column then it is the first to be spidered. An internally well-linked to document is considered as more important.

Use both internal links and external links. Refer to your other blog posts by inserting their links within your post. External links are important when they are from better Page Rank sites. One way links are weighed more heavily than reciprocal links.

STEP 8 - LOADING SPEED.

Your blog should be fast on its feet. There should not be any flash, Multimedia, Javascript or frames delaying the loading process. Search engines do not crawl Javascript produced content as it does not produce html. Search engines do not index framed pages. Use the Website Speed Test to see how fast your blog loads : http://www.iwebtool.com/speed_test. It is also a good idea to use HTML links in the top-level main navigation on each of the pages of your site. Your web page should load in 10 seconds. Go to Blog Settings—–>Formatting——>Show _ Posts on main page. Put this number as between 1 to 5 and save settings. Your blog will now load faster. Check your blog loading speed at

http://www.websiteoptimization.com/services/analyze/

STEP 9 - SITEMAPS AND CODE OPTIMIZATION.

For Blogger there is no need to upload any sitemap files. When submitting the sitemap to Google use the Metatag method outlined in How to Submit to Google. Use CSS layouts instead of table layouts. This enables the search engine spiders to reach the content faster as they have less code to go
through. Get your code validated at http://validator.w3.org/ because if there is an internal code conflict it may halt the search spiders.

STEP 10 - REPEAT ALL ABOVE STEPS.

Ethical Search Engine Optimisation is a technique which is applied after creating content and not during it. You have to repeat it from time to time so as to tweak your blog to be optimized and rise in the search engine results also called SERPs (Search Engine Results Page). There are some important things which you should not do to attract the spiders but that is the subject for another article.