by Sasch Mayer, 9/30/2007

It seems that as fast as search engines are updating their algorithms to defeat Black Hat web design and promotion tactics, unethical operators are finding new ways to fool these new routines.

Inevitably, it is the customer who pays the price (quite literally) when search engines catch up with shady tactics since unethical operators will merely alter their approach and cash in with a fresh set of clients, leaving their existing clientele high and dry.

Whilst most articles of this type will usually concentrate on outdated techniques such as keyword stuffing and hidden text, I have tried to concentrate on some of the tactics currently being employed by unethical operators.

The most commonly employed Black Hat Web Design Techniques:

1. Cloaking

From a search engine optimisation point of view, cloaking is the act of getting search engines to index one set of content for any particular web page and then presenting visitors with a different set. There is a multitude of ways in which this can be done but most search engines now impose penalties or outright bans against sites employing cloaking techniques. These days, cloaking is only used by certain search engines for 'paid inclusion' purposes.

2. Interlinked Sites

As the importance of inbound links has filtered into the collective consciousness of the web promotion industry, some operators have advocated the setting up of multiple web sites, all interlinked to boost overall link popularity. On the whole this is fine, provided that each site features totally different content.nThe problem arises when every site features similar content and as such does not provide value to visitors in its own right. If you are planning on launching a number of web sites, it would be wise to ensure that each provides its visitors with unique content and takes a different spin on its topic.