White Hat Versus Black Hat SEO

Robot Pyramid BuilderThe Panda program was the first attempt by Google in 2011 to help promote better quality, content-rich websites to the top of Google rankings, creating a change to Google’s search results ranking algorithm, to fight “black hats”. A panda, being a black and white animal, symbolizes how Google addresses that which is ethical white hat SEO or search engine optimization, versus black hat, which is unethical, and also gray hat, which is considered “ethically dubious”, like buying links. Penguin started in 2012 with a similar purpose, more designed to deal with link buying. Google exploded not long after it’s inception in 1998 as the first great search engine concept that rewards pages that are voted for (backlinked-to) by other pages on other domains, with better keyword relevance, and someone votes for the voter with keyword relevance, and so on down a pyramid, where the voter at first was assumed to be a human, therefore white hat. Black hat SEO uses robots to hijack pages of unsuspecting webmasters by using a search engine to seek keyword-related websites, who at first rank higher with higher Pagerank (Google’s formula for ranking domains, higher scores means higher rankings), and give you higher Pagerank when their pages point to them, signing-up and logging into pages (forums, blogs, etc.), even automatically confirming e-mail, and placing backlinks or URL’s pointing back to them on the pages, often with spun or altered words and images/video to be elusive and to avoid plagiarism penalties, so they vote for themselves. This has always been dangerous, as they receive higher Google rankings and their Google search-engine-looked-up visitors almost never know their high rankings are the result of SEO spamming, unique to any form of spamming before or after, as advertisers don’t want to solicit, they want warm-to-hot leads that seek them out based on targeted keywords (“If you build it, they will come”), which also happens when you scrape, spin, merge, and post content to your own blogs and forums like Buddy/bbPress for a much larger website more likely to attract visitors, as Google commits to index 500 pages every 3 days for websites that have less than 1 as Pagerank scores (see https://www.WebHarvy.com for scraping [only $99] or “grabbing” data from other websites, placed into tabular format or a CVS spreadsheet, using http://www.MembershipCube.com/members/plugins/ for WP Import [only $7] for uploading the data as .files merged into text documents spun with synonym spins from thesaurus with the powerful https://www.TheBestSpinner.com, up to your blogs, directories, Buddy/bbPress forums as forum names, topics, and replies, or those of your recipients/resellers).

Branding is critical to clinching the sale. Does the customer know you, and do they trust you? This is predicated on great SEO-generated traffic, and testimonials, preferably video testimonials, starting with great high demand, low competition, trending ideas, with trends.google.com for looking up seed keywords, which may be trending downward, but if related topics and queries are trending upward, and you can download CSV numbered files, study Fourier here, the  inherit wave-like nature of most things, and capitalize on the future’s market as the related keywords are likely to be the little pictures that add up to the big picture, the original seed keyword. Competition is known by looking up keywords on Google in double-quotes. Much of what you sell will come from resellers only you have access to as a seller, quickly downloading their white lists. Sell products and services as an affiliate for commission, and trustworthiness, especially when using Amazon or ClickBank, is already taken care of, combined as a directory and customer rating system for higher rankings and more click-throughs from scam-weary surfers. Build a resume and references/links to recommendations for past successes, experience, education, qualifications, similar to what supports what you do now. And know your loss leaders – if a keyword is high demand, low competition, like 99-cent Blue Rays, it may lose money when the customer comes to your website and buys only that from your store. So offer high profit margin Blue Ray players as a reason to get your customer addicted to your website and many trending topics. Enforcement through “encryption not trust” becomes more of a norm for sellers to better guarantee privacy and theft protection, and educate resellers/customers how to program filters, bot blockers/gates for all desired and undesired criteria.

The first leverage of Google against black hat robots was to block them with reCaptcha filters, sometimes webmasters independently ask questions that require research on other pages for textual input, you have to identify the obscure hard-to-read alpha-numerics, move the cursor to the button and click, maybe identify any number of images that describe an object out of a greater montage, and so on. But artificial intelligence (reCaptcha breakers), combined with a community of human black hats that enter the results into a library, the URL/HTML code it comes from, and/or the URL’s they redirect to (captcha services), can stay one step ahead, and participation levels of surfers and no-to-small budget white hat backlink seekers have continued to diminish. Hijacked recipients removing backlinks was always the biggest obstacle. In 2013 Panda launched a campaign to as many webmasters as possible to proactively and automatically replace code in hyperlinks with “rel=nofollow” for little-to-no backlink credit. Based on my research in the Spring of 2016, 90% of pages were nofollow-based. This was quite effective at causing robot activity to drop, but the small white hat is also penalized as human-placed links are penalized 90% of the time. Black hats now compete for the diminishing-in-percentage but increasing-in-volume web pages that do dofollows, as websites become cheaper and better and easier to build with less of a learning curve. So there will always be a stalemate where the “money always wins” advertisers can buy discounted cost-per-unit ad campaigns in bulk, such as press releases, the death-nail historically for no-to-low-budget white hats, and the wealthy prosper more than ever before at the expense of the increasingly-challenged low-income black hats and white hats, until now…