If shortcuts were really the best route to reach a goal, they wouldn’t be called “shortcuts”. They would be called “the road”.
In the case of SEO, following these shortcuts can end up causing you to retrace everything that has been done and returning to the starting point, or even further back than that.
Google does not like anyone getting off the road. It won’t hesitate when it penalizes your website, regardless of whether getting off track was accidental or deliberate (what are called “black hat SEO” tactics).
WHAT IS BLACK HAT SEO?
“Black Hat SEO” is a set of practices that are used to try to artificially accelerate the organic positioning of a page. It’s trying to cheat the web crawlers of the search engines in some way. The problem is that, sooner or later, resorting to these tactics ends up having a negative impact and can even lead to a penalty. This is very detrimental, since it would mean a loss of visibility that will cause your web traffic to suffer significantly.
For Google to reposition the page among the first searches, it would require expert SEO consultants and a lot of patience.
For these reasons, it is essential to avoid any kind of bad practice. The risk that you run is too great.
EXAMPLES OF BAD SEO PRACTICES
Using the keyword many times in a post may seem beneficial for SEO, but it’s not. Google values quality publications. It knows that with natural wording, this exaggerated repetition of the keyword is forced. This will remove reliability and be suspicious for the search engine. Therefore, a keyword should be included in moderation, and only when needed. Preferably it will be in the first few paragraphs of the article.
This is based on trying to deceive the search engines by showing the web crawlers different content than what the users see. Content with a large number of keywords is usually displayed, which would be unnatural if it were shown this way to visitors. In the past, this may have gone unnoticed but with its new updates, Google can detect this and, consequently, penalize it.
Plagiarizing content is very negative for a page. If it detects it, Google will not think twice about imposing a punishment that will cost you a lot of work to recover from. It’s better to invest your efforts in creating original content, than trying to get out from under a penalty.
It consists of re-creating a text by re-mixing fragments of articles from other pages. It is a form of plagiarism that can also be detected and, consequently, penalized.
VICTIMS OF A NEGATIVE SEO ATTACK
So far we have seen bad SEO practices done by the owner of a website to try to improve its positioning. But there are also other practices that serve to worsen the position of a competitor. We can become victims of these practices ourselves if we do not keep an eye on this and regularly monitor the metrics of our site:
This consists of generating links that point to your website from poor quality sites (toxic directories, pages with illegal content or malware …). Google can penalize a website if it detects artificial link patterns, whether the owner of that website is responsible or not.
The creation of websites with domains similar to yours or profiles with negative content on social networks can affect your online reputation. Search your brand name regularly on Google to verify that nobody is damaging your name.
You already know some examples of bad SEO practices that could harm your website. So if you don’t want that to happen, don’t try to trick Google. Don’t forget that Google is the eye that sees everything and nothing escapes it. Sooner or later, you’ll end up getting caught.