It’s not often that SEO makes the news. However, in the last two weeks, SEO has been a big topic in several mainstream media publications.
Two weeks ago the New York Times wrote how JC Penney used scammy link building to craft a successful online holiday shopping season. When the reporter contacted Google about the tactic, the top rankings disappeared.
Yesterday, the Wall Street Journal wrote how Overstock.com paid college students for inbound links to their site in another questionable SEO campaign.
Finally, today Google announced it was changing the way its search algorithm works in an attempt to delist “content farms.”
What is important about this recent news about SEO? It’s a clear message to the spammers and scammers of the online world black hat SEO tactics won’t be tolerated. The fact the SEO industry even has a recognized “black hat” category is quite telling. There are rogue operators in any industry, but they keep a low profile and operate in the shadows to avoid detection. Black hat SEOs like to brag.
If you hire a black hat SEO, you may benefit for a while, but eventually you will pay…maybe not today, maybe not tomorrow, but soon and for the rest of your domain’s life. It worked for JC Penney during a crucial time -
Kate Coultas, a company spokeswoman, wrote to a reporter in January, “Internet sales through jcp.com posted strong growth in December, with significant increases in traffic and orders for the key holiday shopping periods of the week after Thanksgiving and the week before Christmas.”
Today Penney’s has lost significant position on its ill-gotten rankings.
The situation with Overstock.com wasn’t as blatant as JC Penney’s. Rather than buying links from the dregs of the online world, they offered a discount to people who would link to them. These were namely tech savvy college students who blogged from high authority .edu domains. The end result was the same…a significant drop in search rankings for top keywords.
Maybe not today, maybe not tomorrow, but soon…
These high-profile cases beg the question, “Are paid links legal in the search algorithms?” The answer is no. Google’s search algorithm won’t consider paid links. The only legal paid links are those that have a “nofollow” tag or those that go to an interstitial page that has the robots.txt file blocked.
Penneys and Overstock haven’t been banned, they’ve simply had the “link juice” or Page Rank removed from their links. The results have been devastating.
Content farms are another concept altogether. They involve low quality articles written purely to attract the attention of search engines and gain rankings. Human visitors to these sites are typically bombarded with an array of ads and the site owners hope to gain advertising income. The largest organized creator of such content recently had an IPO worth millions of dollars. Google has decided to change how these sites are ranked.
The aftermath for these companies is up in the air. JC Penney fired its SEO consulting company and blamed the entire fiasco on them. The Overstock situation is still playing out and Demand Media claims their rankings haven’t been affected.
Perhaps the better question relies on strategy. Was JC Penney duped by an SEO company? They’re in a tough position; either admit they went black hat on purpose (it was effective after all) or claim ignorance (something a multi-billion dollar company should never do.
Overstock obviously adopted a grayer hat approach, but still knew their tactic was wrong and could have consequences. Paid links that pass Page Rank are never legal. NEVER. Demand Media and its ilk also chose the path they went down. The search engines allowed it. Now they don’t. Adapt or become extinct.
My policy has always been white hat. Over the years I’ve been passed by temporarily by black hat tactics or black hat SEOs only to find out later their results didn’t work long-term. I don’t worry about algorithm changes, because I produce good content. I’m not in business to test the gray/black line. I’m here to create good content and get good, lasting rankings for myself and my clients.
How do you choose a good SEO?
Ask them. Ask their clients. Ask their former clients. Find out what their link building strategy is. While certain tactics may be proprietary, it’s easy enough to find out where inbound links are coming from by searching for an inbound link checker.
Online marketing is now about transparency. Anything underhanded, shady or gray will be found out. There is no shortcut to creating good content. Outsourcing your content generation to countries where English isn’t their first language is not an effective strategy. The same applies if you’re creating content for a non-English website.
Bottom line: Black hat SEO isn’t good strategy. Your site’s search results will pay and pay dearly.