It’s pretty obvious that all webmasters would like to rank higher in the search engines for whatever term they are targeting. Knowing Google is so intelligent, what is the possibility that an average web enthusiast can appear at the top in the SERPS? What is the secret ingredient that allows you to outsmart your competitors? After studying some underground methods outlined by Howie Schwartz in his Black Hat is Back 2 video series, I've discovered some very sinister things...
Depending on what market sector you are trying to enter, the answer to that question isn't simply cut and dry – of course the more competition within market, the more keyword phrases have already been gobbled up by your competition and the harder it will be to out-position those pre-existing pages.
However, the search engines are definitely not 100% accurate. I'm sure you've experienced many times where you'll enter a keyword to look for and the results are completely a mess - and out of these first 10 results, typically 1 or 2 are actually relevant to what you're looking for. Dang frustrating to say the least when you're repeatedly hitting the back button (by the way, Google actually takes this into consideration now - the bounce rate of a website can actually be calculated based on how fast someone hits the back button after arriving on your site.)
Of course, if your web page is focused and the information you display is tightly related to what the visitor typed into the search engine, then the likelihood of them them "bouncing" from your site should immediately decrease - seems blatantly obvious doesn't it?
Now despite all the above-board or “white hat” methods around, there have been some tricky webmasters who have managed high rankings in the search engines using sneaky tactics which are known as “spamdexing” – or Black Hat SEO Spamdexing or black hat seo techniques include using various methods to deliberately manipulate web content pages to artificially raise their positioning within the search engines results page The skill to outrank competing sites which are actually more related for a particular keyword, could this be considered sneaky and evil? You Bet. Are there lots of people doing it? Absolutely! Black Hat is Back 2 by Howie Schwartz is a step-by-step guide on some of the most evil and tricky methods.
Regardless, since Google is indeed getting a heck of a lot smarter, some of the "old school" techniques of manipulating the search engines simply won't work anymore. Some of these techniques include, but are not limited to:
MetaTag Stuffing: Repeating keyphrases within the Meta tags more than once and/or using keywords that are unrelated to the site’s content.
Stuffing Keywords: This involves the practice of overusing a phrase to increase the keyword frequency on a page. Most modern search engines now have the ability to determine whether the frequency is above normal level.
Invisible or Hidden Links: When a webmaster creates a network of links between multiple sites on the same or similar topic that he/she owns and then joins these together with invisible links. In most cases, these sites do not have unique content.
Hidden Text: Putting text (usually keywords) where visitors will not see them to increase a page’s keyword frequency. In most cases, this is simply achieved by making the text the same color as the background color of the page ie. Black words on a black background.
Spamming Links: Google determines the page rank of a site or page by analyzing the amount of incoming links that site or page has – the more offsite pages that link to your page, the higher your page rank. Some webmasters may create multiple websites at various hosting accounts that all link to one another. This is the most common form of Black Hat SEO techniques.
Cloaking: This technique involves showing visitors and search engines different versions of a page. This is one of the most controversial methods of black hat seo and is NOT discused in Black Hat is Back 2.
Each of the above techniques is a type of Black Hat SEO or Spamdexing , and will usually get sneaky webmasters who put them to use banned from the search engine or "sandboxed" - which is a fancy word for being delisted from the main search results. Not the best thing to happen as a webmaster. One of the most aggressive marketers out there is Howie Schwartz and his teachings are documented in a video series called Black Hat Is Back 2