There are good guys and bad guys in the SEO field. Some people play by the rules and some don’t – so called ‘white hat’ and ‘black hat’ SEO. This post was prompted by The Guardian’s item about the recent change in the Google search algorithm. It seems that the cheats are the target of a Google clamp down – and justly so.
It could get very ugly for some of the ‘black hatters’, especially those who have used dodgy techniques for clients who may not be aware of the fact until their sites plummet in the search results. Picture the boardroom as they try to explain why yesterday the client was on the first page of Google and is now languishing on the 21st page!
Search is the very foundation of Google’s business. When it fails to work we don’t get the information we want so it is in all our interests that they stay ahead of the people who will try to game the system to gain an unfair advantage.
‘Black hatters’ usually claim to have unique and special knowledge, but the principles of promoting your material on Google using white hat search are no secret. The company are very open about them and you can read about them www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf. A worthwhile, but a long read. If you want a quick guide to good practice then we have a couple of primers on the Free PR Advice site that convey some essential principles.
Happy content building.