We are all aware of the fact that “Everything in the search industry is continually changing”. So, those days are bygones now, when SEO was considered the whole soul God of techniques to bring websites on the top numbers of search.I’m going to tell you why SEO is now distinguish between OLD and NEW. What is the “OLD” in SEO?If we speak about the history of SEO (say in 90’s), then I can’t refrain myself from saying something which you will not easily believe.But it’s the truth that search engines lacked the power of indexing and crawling. Now it is also very obvious that if the content could not be indexed the website did not have a chance of ranking in the search engines.
Yes, it was search engines only who instructed SEOs on the methods to use doorway pages to enable site indexing. SEO’s this way took advantage of search’s limitations and found all possible unfair techniques to exploit them. Marketers refer to that time as Dark Age: when everyone was practising unethical means like keyword stuffing, invisible text, doorway pages, adding unrelated keywords to the page content or page swapping (changing the webpage entirely after it has been ranked by search engines). If not days, atleast week rankings could be easily acquired.
After realizing that there was nothing relevant left for the readers Matt cut, head of web spam team at Google started persistent warnings against spamming and black hat SEO practices.Did you know that Google has blacklisted BMW.de after they violated Google’s guidelines by using artificial boost to enhance their website’s search rankings? Well, it’s true.The website was completely removed from the search. Google say’s they tried to exercise “doorway pages” technique. I shall probably describe the BMW’s incidence as “doorway pages”. In BMW’s case when bots visited the website then it saw blocks of repeated keywords such as "neuwagen," which means "new car" in German. However when user visited the page, they were directly redirected to another page having more pictures and less text.Lastly I would like to tell you more about some of the black hat activities that were widely prevalent:
- Keyword Stacking and Keyword Stuffing: Using repeated words so many times in a sentence or in alt text to such an extent that it reads like gibberish.
- Tiny Text, Hidden Text, and Hidden Links: Putting small sized unreadable text at the bottom of the page very cleverly or sometimes using the text color same as that of the background to hide the words.
- Cloaking: This is serving one webpage in two forms one for the user and another for the crawler.
- Bait-and-Switch or Page Swapping- Once the page is indexed and ranked then changing the webpage’s entire content.
- Duplicate Content or Mirror Site: Copying considerable amount of content from other website.
- Blog Spam or Comment Spam: To Increase inbound links pasting link as comments on other website.